What Is A Brand Archetype?
Put simply a brand archetype is a type of person, or a individual with certain character traits. The concept was developed by the well known philosopher Carl Jung who propurted that every human being falls into one of twelve different brand archetype categories:
The Innocent
The Explorer
The Outlaw
The Lover
The Visionary
The Everyman
The Scholar
The Nurturer
The Creator
The Jester
The Ruler
The Hero
Carl Jung suggested that archetypes are inborn tendencies in all of us, that play a role in influencing human behavior. I believe that we all fit into one to two archetypes, and they are extremely useful when it comes to branding, because they create a universal framework to talk about personality traits, and indeed a complete identity.
Archetypes are successfully used in film, books, and in branding, and once you understand archetypes it helps enormously in human interaction and relationships too!
In branding, the archetypal framework also helps us to create a brand identity for our own or client's businesses, by giving them personality traits, understanding their emotional drivers, like and dislikes.
And best brand personas are forged by identifying solidly with one — and only one — core archetype, but you can of course be a combination of both.
Ideally, your brand archetype for your business brand, should align with your ideal customers, and also your why, values, mission and vision. If you are a one or two person business, your personal brand archetype may also very well be your business brand archetype.
Archetypes sit at the core of any brand because they communicate a meaning that makes customers emotively connect to your brand as if it was a living human being.
They help you to clearly express your brand, so that your customers will develop a relationship with it and care about it.
Let's take a deep dive into the description of each archetype:
1.The Innocent
The Innocent is a positive personality with an optimistic outlook on life.
Their motto is: "Live and let live".
The Innocent also may be known as utopian, traditionalist, naive, mystic, saint, romantic, traditionalist, or a dreamer.
Innoncent brands you may know:
Simple - Cosmetics and beauty
Tom - Sanitary products for women
Wotnot - Baby Wipes.
2. The Explorer
They feel at home outdoors and in the wild, and do not like to be fenced in or feel the weight of modern life slowing them down.
Their motto is - "You only live once."
The Explorer's core desire is to find discover their limits, identity and ability through exploring the world.
Their biggest fear is getting trapped, conforming, 'selling their soul' or not being true to themselves.
In branding, the Explorer archetype examples are: -
Patagonia - Outdoor and adventure retailer.
Landrover Defender - 4WD
Lonely Planet - Travel books.
3. The Outlaw
The Outlaw identifies with being rebellious and going outside the square.
Their motto is "Rules are meant to be broken".
They are idealistic figures, ready to disrupt a society that has succumbed to tyranny, repression, corporatism, or cynicism.
Outlaw brands you might know:
Virgin
Dude With a Sign
Red Bull
4. The Lover
The Lover is all about creating beauty, connection and joy to their customers, themselves and those who they love.
Their motto is: "I only have eyes for you".
Lovers may be known as partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, harmonizers.
Lover brands you might know:
Bras n' Things - underwear for women
Magnum - Icecream
Bumble - Dating App.
5. The Visionary
The Visionary has big dreams, hopes and desires - that other people might see as impossible.
Their motto is: "Anything is possible".
They believe in the magic of miracles, manifestation and positive thinking for making dreams come true.
The Magician can be known as the visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman.
Visionary brands:
Oprah - Oprah Winfrey
Ted Talks - Inspiring public speaking talks
Bikram Yoga - Hot yoga classes
6. The Everyman
The Everyman demonstrates the virtues of being happy with mediocrity, simplicity and fitting in.
Their motto is: "We are all created equal".
The Everyman may also be known as the 'girl next door' or the 'average joe'.
Everyman brands are:
Target - Retailer
Fernwood - Gyms
Meadow Lea - Margarine
7. The Scholar
The Scholar is a seeker of truth, knowledge and wisdom.
Their motto is: "Knowledge is power".
They're also known as expert, sage, advisor, researcher, thinker, mentor or teacher.
Scholar brands are:
Kindle - Digital books
Udemy - Online short courses
Google - Online search engine
8. The Nurturer
The Nurturer is selfless, generous and giving, driven by the desire to protect and care for others.
Their motto is "Love your neighbor as yourself."
The Nurturer also may be known as the caretaker, altruist, saint, parent, helper, or supporter.
Nurtuter brands:
Tontine - Pillows
Vicks - Vaporub
Sage & Clare - Homewares
9. The Creator
The Creator archetype is centred purposefully on tapping into their imagination, and expressing it.
They have passion for self-expression in material form.
Their motto is: "If it can be imagined, it can be created."
The Creator may also be known as the artist, innovator, inventor, musician, writer, or dreamer.
Creator brands you may know:
Behance - Online folio for designers
The Design Files - A Design blog
Apple - Computer hardware and software.
10. The Jester
Above all, the Jester archetype is about having fun, entertaining you and being in the moment.
Their motto is: "Dance like nobody's watching".
The Jester also may be known as the Fool, trickster, joker, punster, entertainer, clown, prankster, or comedian.
Jester brands you might know:
Impala - Rollerskates
Netflix - Online streaming
Mailchimp - Online CRM
11. The Ruler
The Ruler likes to be in complete control and is a natural leader, excelling at their chosen craft, service or product.
Their motto is: "Power isn’t everything. It’s the only thing."
The Ruler is the boss, the leader, the corporate CEO, the parent, role model, manager, or anyone with a commanding and authoritative manner.
Ruler brands you might know:
Mercedes Benz - Automobiles
Rolex - Watches
Penfolds - Wine
12. The Hero
The Hero wants to make the world a better place and assert themselves to do so.
The motto is: "Where there’s a will, there’s a way."
Everything seems lost, but the Hero brand archetype will save the day. They never give up and have a 'never say die' ethos.
Hero brands you may know:
Nike - Sportswear
Gatorade - Sports drink
Aussie - Home Loans
Wrapping it up
Brand archetypes are a must-do exercise when it comes to truly understanding yourself as a business owner and your brand.