Understanding and exploiting brand archetypes is crucial for building a strong and resonant brand identity.
By tapping into universal human desires and experiences, archetypes allow brands to create meaningful and memorable customer experiences, ultimately driving loyalty and success.
What are brand archetypes? They are fundamental personality traits, motivations, and values deeply ingrained in human psychology and culture, that are universally recognized and understood.
By tapping into these archetypes, brands can create a sense of familiarity, resonance, and emotional connection with their target audience, making them more memorable and engaging.
Exploiting brand archetypes involves identifying and embodying one or more archetypes that align with a brand’s values, vision, and personality and leveraging them across all aspects of branding and marketing. This includes messaging, visual identity, tone of voice, storytelling, customer experience, product development, and innovation.
This post is part of a cluster posts series related to “Branding: The Practical Guide For Brand Owners.“
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
Brand archetypes refer to a set of universal, symbolic characters or personas representing the underlying essence of a brand’s identity and values. They are based on the concept of archetypes, which are recurring patterns or images in myths, stories, and cultures that evoke deep emotions and meanings within us.
The concept of brand archetypes originated from the work of Swiss psychiatrist Carl Jung, who believed that archetypes are universal, innate, and part of the collective unconsciousness of all humans. In the 1980s, branding expert Margaret Mark and Carol S. Pearson built on Jung’s work and introduced the idea of brand archetypes in their book “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.”
Mark and Pearson identified 12 primary brand archetypes representing different human desires, values, and motivations. These archetypes include The Innocent, The Explorer, The Sage, The Hero, The Outlaw, The Magician, The Regular Guy/Girl, The Lover, The Jester, The Caregiver, The Creator, and The Ruler.
In the simplified version of the brand archetypes I follow, I have combined some of the original 12 archetypes to arrive at just 8 fundamental archetypes. I clubbed the archetypes that were too close to each other to make the 8 archetypes I use more clearly distinguished from one another.
Each archetype has its unique personality traits, values, and behaviors that can be used to create a distinctive brand identity and messaging. By tapping into these archetypes, brands can connect with consumers on a deeper level and create more meaningful and lasting relationships.
Brand archetypes help build emotive brands by creating a clear and compelling brand identity that resonates with consumers on a deeper, emotional level. Here are a few ways in which brand archetypes can be used to build emotive brands:
Brand archetypes are incredibly resonant and compelling because they tap into universal, timeless themes and narratives deeply ingrained in human psychology and culture. Here are a few reasons why brand archetypes are so effective:
Brand archetypes are not about appealing to everyone but rather about creating a strong and resonant brand identity that connects with a specific target audience.
Each archetype represents a specific set of values, motivations, and personality traits that will resonate more strongly with some people than others.
By embodying an archetype that aligns with the values and aspirations of its target audience, a brand can create a more meaningful and authentic connection with customers, driving engagement, loyalty, and, ultimately, success.
However, trying to appeal to everyone can result in a diluted and unremarkable brand identity that fails to stand out in the crowded marketplace.
Therefore, it’s essential for brands to understand their target audience and to use archetypes as a guide for creating a focused and differentiated brand identity that resonates with their customers on a deeper emotional level.
Matching the right archetype to your brand requires a deep understanding of your brand’s values, mission, target audience, cultural context, and competitive landscape. Here are some steps you can follow to match the right archetype to your brand:
If you love quotes from people who matter, here are a few about the incredible value of brand archetypes. These quotes have been handpicked because they determine what archetypes can mean and do for both brands and their consumers.
"Brand archetypes offer a shortcut to creating meaning in a world where there is too much information and too little time. Archetypes tap into our primal instincts and connect with us in a way that is deeper and more enduring than rational arguments or feature-based marketing."
"Archetypes give brands the ability to speak in a language that people understand, a language that resonates with their core values and deepest desires. By using archetypes, brands can create a strong emotional connection with consumers and inspire loyalty and advocacy."
The Innocent brand archetype is associated with these three predominant values:
This fascinating video from TOMS Shoes exemplifies their motto: “Wear TOMS. WEAR GOOD. When you buy TOMS, you help fund access to mental health resources for the millions of people who need them.” This is the story of purity, simplicity, and authenticity – the hallmarks of the INNOCENT brand archetype.
The Explorer brand archetype is associated with these three predominant values:
National Geographic is a classic Explorer brand with a sense of adventure, discovery, and autonomy. Here, in this video, watch how Host Kristen Kish and Chef Rogier visit a glacier and get themselves some “popping ice” for their cocktails!
The Sage brand archetype is associated with these three predominant values:
If you need to see why McKinsey belongs to the Sage brand archetype (with wisdom, expertise, and knowledge), watch this video on Work-Life Balance. As McKinsey says, the company is”… committed to support colleagues’ well-being and work-life balance.” You even see what some McKinsey staff do to unplug and energize to bring the best versions of themselves to work.
The Hero brand archetype is associated with these three predominant values:
Look at this CNET video review of the Pelaton top-of-the-range exercise bike for demanding and exacting exercisers. This video perfectly explains why Pelaton is among the HERO brand archetypes, emphasizing courage, strength, and resolve.
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
The Outlaw brand archetype is associated with these three predominant values:
As Harley-Davidson aficionados will say with blind faith, “People say these motorbikes are overpriced tractors for the blindly patriotic. But we also see a few logical, erudite reasons to choose a Harley-Davidson motorcycle. Seriously.” The Harley-Davidson is a brand of the Outlaw archetype without a doubt – rebellion, dissent, and freedom beat in its heart!
The Magician brand archetype is associated with these three predominant values:
Which other brand can typify the Magician archetype so perfectly than Apple? Just look at this video that exemplifies their thirst for innovation, change, and renewal. See how they show rather than say how well their Air Pods quieten the world around you, creating your magic.
The Conformist brand archetype is associated with these three predominant values:
Over the years, we’ve all learned to rely on Microsoft. They’re not sexy or exciting, but they’re quietly incrementing their products to stay on top of the world. They are your typical Conformist brand archetype – safe, reliable, and maintaining their standard. In this video, notice how even their cutting-edge Copilot product gets a staid market launch and explanation.
The Lover brand archetype is associated with these three predominant values:
Passion: This can be interpreted as a desire for intense emotion, enthusiasm, and excitement. Brands that embody this value may focus on offering products or services that inspire customers to pursue their passions and indulge in experiences that bring them joy and fulfillment.
Sensuality: This can be interpreted as a desire for pleasure, indulgence, and sensory experience. Brands that embody this value may focus on providing products or services that appeal to the senses and create a pleasurable experience for customers, such as luxury goods, gourmet foods, or spa treatments.
Intimacy: This can be interpreted as a desire for connection, closeness, and emotional bonding. Brands embodying this value may focus on providing products or services that foster meaningful relationships and connections, such as dating apps, relationship coaching, or social media platforms that facilitate social bonding.
Godiva Chocolates are the objects of passion. The unadulterated love of the chef who makes them, of people like you and me who relish them, and those who feel satiated looking at them. This video is so classically that of a Lover brand archetype, full of sensuality, romance, and intimacy.
To find a special gift waiting for you on this page, click the button below to take a peek, before you read on …
Some of the most commonly asked questions on brand archetypes are listed below … with their quick answers. These are good extra angles from which to understand and exploit the power archetypes for your business and brands.
In branding, archetypes are typically used to create a unique identity for a brand rather than for individual customers. The archetype is a universal symbol or character that reflects the brand’s values and personality and creates a consistent message that resonates with the target audience. While individual customers may identify with a particular archetype, archetypal branding focuses on creating a brand identity that stands out in a crowded marketplace and resonates with a broad audience.
It is essential first to identify the archetype that best aligns with your brand’s values and identity. Once you have that, you can use it as a guide for creating a consistent brand message and visual identity that resonates with your target audience. This can include using storytelling, symbolism, and imagery that reflect your archetype to create a sense of emotional connection with consumers. Additionally, you can use your archetype to guide your brand’s marketing and advertising strategies by leveraging the power of social media.
Brand personality is a set of human characteristics attributed to a brand, including traits like sincerity, excitement, and sophistication. On the other hand, brand archetypes are universal symbols or characters that tap into deep-seated human desires and motivations and can include archetypes like the hero, the outlaw, or the explorer. While both concepts can create a unique brand identity and connect with consumers emotionally, brand archetypes are often seen as a more powerful tool.
When consumers encounter a brand that embodies a particular archetype, it can trigger an emotional response that resonates with their values and self-concept. This emotional connection can influence consumer behavior by creating a sense of brand loyalty and attachment. By aligning with a specific archetype, brands can differentiate themselves from competitors and stand out in a crowded marketplace. Additionally, archetypal branding can help brands communicate their message more memorably and compellingly.
There have been several research studies on the power of brand archetypes, including:
1. Comprehending and effectively utilizing brand archetypes are vital in establishing a robust and impactful brand image. Brand archetypes enable companies to connect with fundamental human aspirations and occurrences, enabling them to construct significant and enduring customer interactions, ultimately leading to increased loyalty and success.
2. Brand archetypes are universally recognized and understood fundamental personality traits, motivations, and values that resonate with human psychology and culture. By tapping into these archetypes, brands create familiarity, resonance, and emotional connections with their target audience, enhancing memorability and engagement.
3. To leverage brand archetypes, brands must identify and embody one or more archetypes that align with their vision, values, and personality and utilize them across all branding and marketing aspects. This includes messaging, tone of voice, visual identity, storytelling, customer experience, product innovation, and development.
Branding and content marketing are tough because they require a deep understanding of the target audience, a commitment to delivering high-quality content consistently, and ongoing optimization to remain effective. This is where an expert hand can be invaluable.
With cutting-edge knowledge of the latest industry trends and best practices, an expert can help provide the guidance and support needed to achieve the desired results.
"I am committed to elevating my clients' branding and content marketing to a dominant position because I believe that a strong and distinctive brand identity, coupled with high-quality content, can be a game-changer for businesses. I've done it over and over for 40+ years and 125+ clients."
Give yourself truly big benefits.
Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.
Get a free download of my 93-page eBook “BRANDSPEAK” … it’s a complete guide on how to know your brand and make it speak.
Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.
CONTENT STRATEGY | WEBSITE COPYWRITING | BLOGGING | SOCIAL MEDIA CONTENT | EMAIL MARKETING | PODCASTS | VIDEOS | EBOOKS | COURSES | SLIDE DECKS | WHITEPAPERS | PRESS RELEASES | VISUAL CONTENT | MOBILE CONTENT | ECOMMERCE | CASE STUDIES | SEO | ADVERTISING | CONTENT & TECHNOLOGY | OUTSOURCING
BRAND STRATEGY | BRAND IDENTITY | BRAND POSITIONING | BRAND TARGETING| BRAND EXPERIENCE | BRAND LEADERSHIP | BRAND BUILDING | BRAND LOYALTY | BRAND VOICE | BRAND SUSTAINABILITY | BRAND DNA | REBRANDING | BRANDED CONTENT | BRAND MANAGEMENT | PERSONAL BRANDS | PRODUCT BRANDS | SERVICE BRANDS | COMPANY BRANDS | PURPOSE BRANDS | C-SUITE BRANDS
COPYRIGHT © 2022. SHOBHAPONNAPPA.COM. ALL RIGHTS RESERVED.
Give yourself truly big benefits.
Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.
Get a free download of my 93-page eBook “BRANDSPEAK” … on how to deploy content marketing for total brand domination.
Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.
