In today's brand strategies, often many companies prioritize other elements, neglecting the fundamental step in establishing their brand archetype and identity.
The brand archetype serves as an important tool for forging emotional connections with audiences and fostering profound relationships between companies and their target groups. It is a cornerstone in shaping brand identity because these archetypes embody familiar patterns and personas that customers easily recognize and resonate with.
The Psychology of Marketing
1.What Do Brand Archetypes Represent?
The root of the word 'archetype' is of Greek origin, meaning 'model' or 'example.' Carl Jung, the founder of archetype theory, defines them as universal symbols of basic human desires, emotions, fears, and motivations. Despite being often interpreted by our subconscious, they are easily recognizable and understood by a wide audience. By using the 12 brand archetypes, companies can evoke emotions in their target audiences, which helps build long-lasting trust and loyalty to the brand.
Each brand has a main archetype that defines it and is directly linked to the business's benefits. Additionally, it can have up to three sub-archetypes that influence how the brand communicates with the audience and connects emotionally.
2. Why is it Important to Use Brand Archetypes?
All companies, regardless of their scale or industry, have an interest in applying Jung's theory because it is a powerful marketing method that operates on an emotional level, personalizing the brand itself. By building an archetype, the brand embodies its values, history, and mission.
Simultaneously, defining the brand's archetypes facilitates consistency and coherence across all communication channels by the company. Adhering to a clearly defined brand personality allows for logical and consistent content in the company's core messages and tone of voice.
Creating brand archetypes for a specific brand helps define its content creation to resonate with its consumers' values and language, ensuring clear communication.
Keeping a consistent brand image helps align the brand's values with those of the consumers, creating an emotional connection where both sides 'speak the same language.' This makes the brand stand out and solidifies its unique position in the market. By appealing to the audience's subconscious, it builds stronger brand loyalty and engagement.
When creating a brand strategy, it's essential to define the target audience and develop a detailed marketing plan and brand identity.
3. What are the 12 Brand Archetypes and the Main Four Driving Motivations?
At the core of each brand archetype lies a specific motivation. Archetypes can be divided into four categories based on the brand's primary goal:
- To create a better world
- To leave a legacy
- To connect with others
- To provide structure.
Introducing the 12 Brand Archetypes
3.1. The Innocent:
The Brand Archetype of the Innocent aligns with the idea of seeking happiness and wanting to share it with others. It can also be known as the Optimist. Always striving to do things right, it embodies a sense of security. The primary themes associated with this archetype are optimism, kindness, and modesty. It embodies comfort and harmony. Its communication style uses shorter and simpler language, making it ideal for companies that offer straightforward solutions and whose concepts are linked to purity, health, morals, or virtues.
Some of the most prominent and recognizable examples of this brand archetype are Coca-Cola and the character Dory from the movie 'Finding Nemo.' The Innocent's image attracts customers who love optimistic brands. They dislike advertising that tries to instill guilt and seek products that will make their lives simpler and easier.
Characteristic keywords for the Innocent brand archetype::
- Honest
- Positive
- Happiness
Recommended colour palette for visual identity: pastel tones (example: white, light blue, pink):
Main Goal: To be happy.
3.2. The Sage:
The Sage is a symbol of expertise, wisdom, and knowledge. This archetype is constantly in pursuit of truth. Key traits of the Sage are a desire to learn and a willingness to share knowledge with others. The Sage represents rationality and intellect, always seeking answers to important questions.
One typical example of a brand identified with the Sage archetype is Google, which aims to make knowledge accessible to all. Other companies that often embody this archetype include television informative channels (e.g., TED talks, online news journals, schools and universities, consulting firms, and media. These are often brands that showcase their certificates, diplomas, medals, and awards as evidence of acquired knowledge and are ready to share it with the world.
Characteristic keywords for the Sage brand archetype:
- Educates
- Information
- Seeks
- Truth
- Experience
In terms of color: neutral tones, examples : blue, gray, green.
The main desire of the Sage is to discover the truth of life.
3.3. The Explorer:
The Explorer archetype is constantly in search of new experiences. They value innovation, discoveries, and travels. Explorers are rebellious, independent, and ambitious. Their biggest fear is being forced to conform and being confined or restricted. The Explorer archetype attracts customers who crave adventure and freedom. They identify with brands that make them feel bold and alive, without boundaries.
Brands like The North Face and Red Bull draw inspiration from the Explorer archetype, encouraging their customers to explore new horizons through the products they offer. They create products that promote individuality, excitement, and new experiences.
Another example of a brand that fits the Explorer archetype is EnduroSat. This brand is distinguished by its focus on discovery, innovation, and pushing the boundaries in space technology.
Characteristic keywords for the Explorer brand archetype:
- Conquers
- Freedom
- Discovers
Examples of some of the colours that fit this archetype are earth tones (example: green, blue, brown):
The primary goal of brands with this archetype is the desire for freedom.
3.4. Outlaw:
The Outlaw brand archetype is all about rebellion and breaking the rules. It is about challenging norms and living on the edge, often seen as outside the mainstream. Outlaws are bold and unconventional, willing to push boundaries. They seek freedom and aim to make a lasting impact.
Harley-Davidson is a prime example of this archetype, embodying the spirit of rebellion and non-conformity. Other brands that embrace the Outlaw archetype include those in the motorcycle industry, fashion labels, and innovative companies in gaming and entertainment.
Keywords for the Outlaw brand archetype:
- Independent
- Liberates
- Changes
Example of color palette - contrasting and dramatic tones (black, red, dark grey):
3.5. The Magician:
The Magician brand archetype stands out with its approach and desire to change the world, offering an innovative perspective to the audience. This archetype is often associated with realms that aim to evoke emotions and inspire, often based on fantasy and mystery. Brands with this archetype typically believe in transformation. They create change.
An example of this type of brand is Disney, famous for its magical and exciting worlds that take the audience into fairy tales and adventures. Other industries that embody the Magician archetype include cosmetics and beauty, as well as technology and innovation, like home appliance brands such as Dyson.
Keywords for the Magician brand archetype:
- Innovation
- Inspiration
- Creation
- Enhancement
- Perfection
Example of color palette: mystical and saturated tones (example: purple, blue, black)
3.6. Hero:
The Hero brand archetype focuses on self-improvement and proves its worth through bold actions, guided by values like courage and honesty. Brands with this archetype aim to make a lasting impact and believe that determination leads to success.
The best example of this archetype is Nike, , whose slogan, "Just Do It," captures the essence of the Hero. Nike encourages its users to push their limits, overcome challenges, and strive for self-improvement. The Hero archetype is commonly used in industries like sports equipment and apparel, which are associated with bravery, strength, and perseverance. These brands aim to inspire consumers to achieve remarkable accomplishments.
Keywords for the Hero brand archetype:
- Determination
- Courage
- Challenge
Example of colour palette: saturated and bright tones (red, blue, gold)
3.7. The Lover:
The Lover associates with emotion and passion. It focuses on the senses, intimacy, and is connected to beauty. This archetype carries the message "You deserve bliss."
Examples of such brands are Durex and Victoria's Secret. Durex makes products that enhance intimacy and passion in relationships, while Victoria's Secret offers lingerie and cosmetics that highlight feminine energy and allure. These brands aim to excite the senses and emotions of their audience, promising true passion. Industries that often use the Lover archetype include perfumes, cosmetics, fashion, intimate care products, and the wine and food industries. A specific example of a well-known Bulgarian brand in the field of perfumery is Akbari.
Keywords for the Lover brand archetype:
- Pleasure
- Sensation
- Delight
- Excitement
Example of color palette: warm and sensual tones (red, pink, purple)
3.8. The Comedian:
The Comedian is fun-loving and brings joy wherever they go and aims to entertain the people around them. He uses jokes and laughter as their tools. The special skill of brands that rely on this archetype is to amuse others, taking a light-hearted view of life.
An example of such a brand is M&M's, which exploits this archetype through its entertaining characters. M&M's uses humor as a method to grab the attention of its customers and entertain them with its products. A Bulgarian brand that uses this archetype is “Крадецът на ябълки”.
Keywords for the Jester brand archetype:
- Energetic
- Joy
- Jokes
Example of color palette: cheerful and lively tones (yellow, orange, bright blue).
3.9. The Everyman:
The Everyman is characterized by warmth, kindness, and empathy. They are friendly, adaptable, and crave recognition. They represent the ordinary person who evokes empathy and seeks acceptance. Their main desire is to connect with others, to share, to be accepted, and to be equal.
A good example is Ikea, which maintains a strong connection with its target audience. It offers products and services that are easy to understand and use in everyday life. Brands of this archetype encourage consumers to feel comfortable and accept themselves as they are. Another example is the brand GAP.
Keywords for the Everyman brand archetype:
- Functional/Practical/Convenience
- Understandable
- Equality
Example of color palette: warm and earth tones (blue, green, brown).
3.10. The Caregiver:
The Caregiver archetype is characterized by a desire to contribute to the well-being of others. They are generous and often associated with non-profit organizations like Amnesty International and UNICEF, which strive to protect human rights. The Caregiver is recognizable for their compassion and generosity.
An example of the Caregiver archetype in the Bulgarian context is the brand eBag. This brand is associated with support, care, and promoting the well-being of others. eBag.bg strives to offer healthy food options and make them easily accessible, aligning with the Caregiver's values of service, compassion, and helping people lead healthier and more fulfilling lives.
Their main goal is to make their clients and their loved ones feel safe, protected, and cared for. This includes healthcare institutions and businesses offering health advice and care. This archetype also applies to companies that provide additional care for their customers after the point of sale.
If we could describe this brand archetype in one word, it would be: Parent.
Keywords for the Caregiver brand archetype:
- Protects
- Responsible
- Assistance
- Trust
Example of color palette:warm and calming tones (pink, blue, green)
3.11. The Ruler:
The Leader is characterized by a thirst for control and power. This is a personality that dominates and demonstrates responsibility and dignity. At the same time, it instills a sense of stability and security. For this brand archetype, power is the only thing that matters.
An example of a brand that fits this archetype is Mercedes-Benz, which is associated with prestige and a high standard of quality. The automotive industry falls into this archetype, where luxury and status are crucial, making customers feel special. These are premium brands that are leaders in their field, carrying tradition. These brands create security and stability.
Keywords for the Leader brand archetype:
- Dominance/Control
- Strong
- Leads
- Example
- Authority
Example of color palette: prestigious and elegant tones (purple, gold, black)
3.12. The Creator:
The Creator archetype embodies freedom and innovation. It represents individuals with strong imaginations and enthusiasm, always eager to explore new ideas and uncover fresh opportunities. Innovativeness is key for the Creator archetype, which is always striving to create something unique and exciting for its audience. For the Creator, nothing is out of reach. Their motto could be summed up as "If you can dream it, you can achieve it.
Apple is a great example of this. They're all about being innovative and creative in technology. Their designs and amazing features make people dream big and want to change things for the better. Other brands in this category are often associated with art, design, and technology, such as LEGO, encouraging users to create and experiment. Also, in the Creator archetype category is the brand Chaos. Chaos is a global leader in 3D visualization technology, creating intuitive and powerful workflows for architects, artists, and designers. It symbolizes innovation and creativity in the field of technology.
Key characteristics of the Creator archetype:
- Creates/Builds
- Innovator
- Experimental
- Achieves results
Example of color palette: inspiring and bright tones (purple, orange, yellow)
Defining a brand archetype is an important process that can contribute to building a sustainable and recognizable brand identity, fostering a deeper connection with the target audience. The archetype reveals the essence of the brand, its values, goals, and messages. It serves as a key factor and relevant starting point for all aspects of the marketing mix, from logo design to the tone of voice used in the communication.
