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Marketing Ideas 12 Brand Archetypes

12 brand archetypes 1
Walton and Herlan Ads

The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions.   12 archetypes symbolize a basic human need, aspiration or motivation.

In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.

12 brand archetypes 1

  1. The Innocent
    Motto:
    Free to be you and me
    Core desire:
    to get to paradise
    Goal:
     to be happy
    Greatest fear:
     to be punished for doing something bad or wrong
    Strategy:
     to do things right
    Weakness:
     boring for all their naive innocence
    Talent:
     faith and optimism

The Innocent is also known as Utopian, traditionalist, naive, mystic, saint, romantic, dreamer.

The Innocent provides an identity for brands that:

  • offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood
  • are low or moderately priced are produced by a company with straightforward values that need to be differentiated from brands with poor reputations.
  1. The Regular Guy/Girl
    Motto: All men and women are created equal
    Core Desire: connecting with others
    Goal: to belong
    Greatest fear: to be left out or to stand out from the crowd
    Strategy: develop ordinary solid virtues, be down to earth, the common touch
    Weakness: losing one’s self to blend in or for the sake of superficial relationships
    Talent: realism, empathy, lack of pretense

The Regular Person is also known as The good old boy, everyman, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority

The Regular Person provides a good identity for brands:

  • that give people a sense of belonging
  • with an everyday functionality
  • with low to moderate prices
  • produced by a solid company with a down-home organizational culture
  • that need to be differentiated positively from more elitist or higher-priced brands

Examples of Regular Person brands: IKEA

  1. The Explorer
    Motto: Don’t fence me in
    Core desire: the freedom to find out who you are through exploring the world
    Goal: to experience a better, more authentic, more fulfilling life
    Biggest fear: getting trapped, conformity, and inner emptiness
    Strategy: journey, seeking out and experiencing new things, escape from boredom
    Weakness: aimless wandering, becoming a misfit
    Talent: autonomy, ambition, being true to one’s soul

The explorer is also known as The seeker, iconoclast, wanderer, individualist, pilgrim.

The explorer is a good identity for brands that:

  • helps people feel free, nonconformist or pioneering
  • is rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalog or on the Internet
  • helps people express their individuality
  • can be purchased for consumption on the go
  • want to differentiate themselves from a successful regular guy/gal brand or conformist brand
  • have an explorer culture that creates new and exciting products or experiences

Explorer brands would be Virgin, Jeep, Trope-Snacks, Marlboro, Bounty.

  1. The Sage
    Motto:
    The truth will set you free
    Core desire: to find the truth.
    Goal: to use intelligence and analysis to understand the world.
    Biggest fear: being duped, misled—or ignorance.
    Strategy: seeking out information and knowledge; self-reflection and understanding thought processes.
    Weakness: can study details forever and never act.
    Talent: wisdom, intelligence.

The Sage is also known as The expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative.

The Sage would be a good identity for brands:

  • that provide expertise or information to customers
  • that encourage customers to think
  • that are based on new scientific findings or esoteric knowledge
  • that are supported by research-based facts
  • want to differentiate themselves from others whose quality or performance is suspect

Examples of Sage Identities: CNN, Gallup, McKinsey & Co.

  1. The Hero
    Motto: Where there’s a will, there’s away
    Core desire:
    to prove one’s worth through courageous acts
    Goal: expert mastery in a way that improves the world
    Greatest fear:
     weakness, vulnerability, being a “chicken”
    Strategy: to be as strong and competent as possible
    Weakness:
     arrogance, always needing another battle to fight
    Talent: competence and courage

The Hero is also known as The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner, and the team player

The Hero could be good for brands:

  • that are inventions or innovations that will have a major impact on the world
  • that help people be all they can be
  • that solve a major social problem or encourage others to do so
  • that have a clear opponent you want to beat
  • that that are underdogs or challenger brands
  • that are strong and help people do tough jobs exceptionally well
  • that need to be differentiated from competitors that have problems following through or keeping their promises
  • whose customers see themselves as good, upstanding citizens

Examples of companies that express themselves like this archetype: Nike, Tag Heuer.

  1. The Outlaw
    Motto: Rules are made to be broken
    Core desire:
    revenge or revolution
    Goal: to overturn what isn’t working
    Greatest fear:
     to be powerless or ineffectual
    Strategy: disrupt, destroy, or shock
    Weakness:
     crossing over to the dark side, crime
    Talent: outrageousness, radical freedom

The Outlaw is also known as The rebel, revolutionary, wild man, the misfit, or iconoclast

The Outlaw may strengthen your brand’s identity if it:

  • has customers or employees who feel disenfranchised from society
  • helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
  • is low to moderately priced
  • breaks with industry conventions

Outlaw brands include Diesel, Harley-Davidson.

  1. The Magician
    Motto:
    I make things happen.
    Core desire: understanding the fundamental laws of the universe
    Goal: to make dreams come true
    Greatest fear: unintended negative consequences
    Strategy:
     develop a vision and live by it
    Weakness: becoming manipulative
    Talent:
     finding win-win solutions

The Magician is also known as The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man

The Magician could be the right identity for your brand if:– the product or service is transformative

  • its implicit promise is to transform customers
  • it has a new-age quality
  • it is consciousness-expanding
  • it is user-friendly
  • has spiritual connotations
  • it is a very new, contemporary product
  • it is medium- to high-priced

Examples of magical brands: Axe, Smirnoff, Polaroid, iPod.

  1. The Lover
    Motto: You’re the only one
    Core desire:
    intimacy and experience
    Goal: being in a relationship with the people, work and surroundings they love
    Greatest fear:
     being alone, a wallflower, unwanted, unloved
    Strategy: to become more and more physically and emotionally attractive
    Weakness:
     outward-directed desire to please others at risk of losing own identity
    Talent: passion, gratitude, appreciation, and commitment

The Lover is also known as The partner, friend, intimate, enthusiast, sensualist, spouse, team-builder

The Lover may be a good identity for your brand if:

  • it helps people belong, find friends or partners
  • its function is to help people have a good time
  • it is low to moderately priced
  • it is produced by a freewheeling, fun-loving organizational structure
  • it needs to differentiate itself from self-important, overconfident brands

Some of the great Lover brands: Alfa Romeo, Häägen-Dazs

  1. The Jester
    Motto: You only live once
    Core desire: to live in the moment with full enjoyment
    Goal: to have a great time and lighten up the world
    Greatest fear: being bored or boring others
    Strategy: play, make jokes, be funny
    Weakness: frivolity, wasting time
    Talent:
     joy

The Jester is also known as The fool, trickster, joker, practical joker or comedian

The Jester may be a good identity for brands:

  • that give people a sense of belonging
  • that help people have a good time
  • that are low or moderately priced
  • that is produced by a fun-loving company
  • that need to be differentiated from self-important, overconfident established brands

Examples of Joker brands: 7UP, Fanta

  1. The Caregiver
    Motto: Love your neighbor as yourself
    Core desire: to protect and care for others
    Goal: To help others
    Greatest fear: selfishness and ingratitude
    Strategy: doing things for others
    Weakness: martyrdom and being exploited
    Talent: compassion, generosity

The Caregiver is also known as  The Saint, altruist, parent, helper, supporter

The Caregiver may be right for your brand identity if

  • it gives customers a competitive advantage
  • it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • it serves the public sector, e.g. health care, education, aid programs, and other care
  • giving fields
  • helps people stay connected with and care about others
  • helps people care for themselves
  • is a non-profit or charitable cause

Examples of caregiver organizations: Volvo, Amnesty International

  1. The Creator
    Motto:
    If you can imagine it, it can be done
    Core desire:
    to create things of enduring value
    Goal: to realize a vision
    Greatest fear:
     mediocre vision or execution
    Strategy: develop artistic control and skill
    Task:
     to create culture, express own vision
    Weakness: perfectionism, bad solutions
    Talent:
     creativity and imagination

The Creator is also known as The artist, inventor, innovator, musician, writer or dreamer

The Creator may be right for your brand identity if:

  • it promotes self-expression, gives customers choices and options, helps foster innovation or is artistic in design
  • it is in a creative field like marketing, public relations, the arts, or technological innovation
  • you want to differentiate it from a “do-it-all” brand that leaves little room for the imagination
  • your product has a do-it-yourself aspect that saves money
  • your customer has the time to be creative
  • your organization has a creative culture

Examples of Creator brands: Lego, Sony, Swatch

  1. The Ruler
    Motto: Power isn’t everything, it’s the only thing.
    Core desire:
    control
    Goal: create a prosperous, successful family or community
    Strategy:
     exercise power
    Greatest fear: chaos, being overthrown
    Weakness:
     being authoritarian, unable to delegate
    Talent: responsibility, leadership

The Ruler is also known as The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator

The Ruler may be right for your brand identity if:

  • it is a high-status product used by powerful people to enhance their power
  • it makes people more organized
  • it offers a lifetime guarantee
  • it empowers people to maintain or enhances their grip on power
  • it has a regulatory or protective function
  • is moderate to high priced
  • you want to differentiate it from more populist brands or one that is a clear leader in the field
  • it is a market leader that offers a sense of security and stability in a chaotic world

Examples of “Ruling” companies: IBM, Mercedes.

If you were a brand which archetype would tell your story?

Reference

Peña-Bickley, J. PostDigital, 2007.

http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html. Source: Archetypes, via BrandHouse, Denmark.

 

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