Who invented archetypes?
In the 1940s, the Swiss psychologist Carl Jung developed a set of general personality archetypes. Jung believed that they were innate and hereditary, representing a pattern of the individual that transcends language, culture and time. As individuals, we can all inherently recognize and relate to archetypes. They play a role in influencing our behavior on a subconscious level, leading to typical behavioral patterns, desires, values and motives driven by the One Dominant Purpose.
Archetypes are different from characters (a word derived from the Latin, which means “Mask”), which represent the image we want to project to the outside world. Our characters are consciously controlled constructs that we can control, either by projecting ourselves based on our unconscious archetype or through external influences such as social conventions.
See our article on what custom personas are and why we should use them? to learn how to improve your brand with the science behind personas.
The basic Jungian archetypes are Self, Anima, Animus, Shadow, Character, Father, Mother, Child, Old Sage, Hero, Deceiver and Young Girl.
What are the 12 brand archetypes?
The brand archetypes are taken from Jung’s original set and consist of 12 traits;
Creator
- Creator
- Sage
- Caregiver
- Innocent
- Jester
- Magician
- Ruler
- Hero
- Everyman (aka Regular Guy)
- Rebel (aka Outlaw)
- Explorer
- Lover
The Creator Persona
vision and a desire to create a sustainable product or experience that realizes their vision. They are innovators and non-conformists and are often the first to conceptualize and push the boundaries of creativity and design. They allow others to think creatively and express themselves through the products they produce and the experiences they create.
Desire: To create the perfect product/service
Goal: Innovation
Strategy: use creativity to solve problems
Brand message: “Think different.”
Character traits: innovation, originality, self-expression, visionary, individualism
Fears: Stagnation, Duplicity, Familiarity, Disillusionment, Indifference
Brands: Apple, Lego, Adobe, GoPro, Crayola
The sage
archetype, which Jung called “seneces” (old man in Latin), is a seeker of knowledge and wisdom and believes that the truth will make you free. They do not seek to change the world themselves, but prefer to enable others to do so by seeking out valuable information and sharing it. They are often lifelong learners and thought leaders and make excellent mentors.
Desire: To find the truth
Goal: Understand
Strategy: search for information and knowledge
Brand message:“the truth will set you free.
Traits of Character: Wisdom, Intelligence, Experience, Information, Influence
Fears: Lies, Misinformation, Ignorance, Inaccuracy, Stupidity
Brands: TED, Google, BBC, Discovery Channel, The Times
The Caregiver
Caregivers are driven by compassion and a desire to help others. They want others to feel nourished and safe, and will protect those less fortunate than themselves. Caregivers are often maternal representatives who can be found in education, philanthropy, and especially nursing.
Desire:to care, protect, and nurture
Purpose: to help others
Strategy: do something for others
Brand message: “treat others as yourself
Character Traits: Compassionate, Caring, Encouraging, Caring, Warm
Fears: Powerlessness, Selfishness, Ingratitude, Insecurity, Neglect
Brands: UNICEF, Johnson & Johnson, NHS, Pampers, Volvo
The Innocent
Brands with the innocent archetype have a fundamental desire to bring happiness. They are positive and optimistic and actively avoid being unkind to others. They see the world as beautiful and fun and thrive on communicating that feeling by spreading joy wherever they can. These brands rely on honesty, good qualities and simplicity rather than innovation.
Wish: Love, peace and happiness for all
Goal: Happiness
Strategy: Doing the right thing
Brand message: “The glass is half full.
Character Traits: Optimistic, Charming, Honest, Loyal, Simplistic
Fears: Vice, Deception, Difficulty, Punishment, Confusion
Brands: Dove, McDonald’s, Innocent, Coca-Cola, Volkswagen
The Jester
Jester wants to make people laugh and give lightness to everything they do. Jester brands keep a playful pose and see well in any situation.
Desire: to enjoy life and have fun
Purpose: fun
Strategy: be playful, be fun
Brand message: “If you’re not having fun, you’re doing it wrong.”
Character Traits: Playful, Humorous, Positive, Friendly, Funny
Fears: Boredom, Negativity, Seriousness, Gloomy, Misery
Brands: Paddy Power, Budweiser, Skittles, Old Spice, M&Ms
Wizard Character.
The archetypal magic brand is a visionary who wants to wow their audience with new and exciting experiences and make their dreams come true. They enjoy taking their followers on a mystical journey and giving them magical moments that remain in their memories. Magicians enjoy knowledge, but prefer to use it to realize their vision rather than share it directly with the world.
Desire: To turn dreams into reality
Goal: Magical Moments
Strategy: create a unique vision and stick to
His brand message “make the impossible possible.
Character Traits: Transformational, Charismatic, Creative, Idealistic, Insightful
Fears: Repetition, Boredom, Stagnation, Doubt, Ignorance
Brands: Disney, Dyson, TUI, Polaroid, MAC Cosmetics
Leader
A leader is a dominant personality who seeks power and control. They like rules, especially when they can set and enforce them, expecting others to follow suit. Leaders are often exceptionally confident, proud of their experience and possess strong leadership qualities. However, they are also trustworthy and stable individuals. They see themselves as a ruling force and will aggressively defend their position for fear of being undermined and losing their power.
Desire: Control.
Goal: Success
Strategy: lead and create exclusivity
Brand message: “laughter is the best medicine in the world.”
Features: Power, Status, Success, Wealth, Loyalty
Fears: losing power, being undermined, breaking the rules, rebellious, xxx
Brands: Microsoft, Rolls Royce, Rolex, Hugo Boss,
Character of the Hero.
The hero has a keen sense of right and wrong, seeking to make a difference and striving to overcome injustice and problems. They have a fundamental desire for excellence and inspire others to surpass themselves. Hero signs describe success through hard work and effort and solve problems head-on. They take pride in making their work stand out and consider their work important and challenging.
Desire: Mastery.
Goal: Improve the world with courage
Strategy: motivate and encourage
Brand message: “where there is a will, there is a way”
Traits of Character: Courage, Courage, Honor, Inspiration, Growth
Fears: Weakness, Inability, Injustice, Cowardice, Incompetence
Brands: Nike, BMW, FedEx, Adidas, Royal Marines
Everyman’s personality.
Everyman brands are unpretentious, attractive and approachable. They strive to make deep connections with people and strive to be loved by all. They are often quite generalized and driven by a fundamental desire for community and belonging. They hate to stand out and do not exhibit any extreme views or attitudes, preferring to be inclusive. However, while they are often valued, this sometimes means they are easily overlooked.
Desire: connection to others
Purpose: Belonging
Strategy: Practical and trustworthy
Brand message ” living together in harmony ”
Features: Reliable, Realistic, Pragmatic, Inclusive, Equal
Fears: Exclusion, isolation, hostility, isolation, separation
Brands: Tesco, Lynx, Ford, Lévis, Ikea
The Rebel
The insurgent, also known as the outlaw, seeks to disrupt their industry and challenge the status quo. They actively seek to break the rule book and shatter existing paradigms. The Rebel is happy to take risks to create something unique and inspiring, and consider themselves free-thinkers. Not everyone likes them and often creates a cult audience that inspires very strong brand loyalty among a small cohesive audience.
Desire: Revolution.
Goal: Disruption.
Strategy: make things harder and do things differently
Brand message: “rules are made to be broken”
Character Traits: Disruptive, Liberating, Conflicted, Independent, Changeable
Fears: Compliance, Rules, Repetition, Rigidity, Status Quo
Brands: Harley-Davidson, Uber, Diesel, Greenpeace, Red Bull
The Explore
Brands with the explorer archetype are driven by a desire for freedom and independence and are not constrained by typical boundaries. They are like rebels, but seek to explore rather than destroy. Explorers hate conformity and prefer to venture into uncharted territory where new challenges and goals arise. They are adventurous and courageous and are on a constant journey of discovery.
Desire: Freedom of discovery
Goal: Excitement and satisfaction
Strategy: Choose your own path
Brand message: “seek out new things and liberate yourself.”
Features: Discovery, adventure, independence, exploration, pioneer
Fears: aimlessness, conformity, safety, isolation, myopia
Brands: NASA, Jeep, The North Face, Subaru, National Geographic
Lover Brand Personality.
Lovers are passionate and intimate, driven by desire. Brands are often sensual and empathetic, motivated to become more emotionally and physically appealing to their audience. However, they can also be witty, outgoing, and family-oriented. Their passion can sometimes cloud their focus or be overbearing, and sometimes the fear of loss or loneliness can be all-consuming.
Desire: Connection.
Purpose: Confidentiality
Strategy: be desirable
Brand message: “love makes the world go round.”
Character Traits: Passionate, Committed, Romantic, Loving, Compassionate
Fears: Rejection, Isolation, Loneliness, Unloved, Invisible
Brands: Victoria’s Secret, Godiva, Anne Summers, Alfa Romeo, Chanel
Why are brand archetypes important?
While brand archetypes have been adopted relatively recently as a marketing and brand positioning tool, they have existed in forms of narrative art for millennia and can be found everywhere from movies to literature and even entrepreneurs and historical figures.
We have Yoda (Star Wars) or Gandalf the Grey (Lord of the Rings) representing the sage archetype, King Lear (Shakespeare’s King Lear) or Tony Soprano (Soprano) as the ruler archetype, and Cleopatra (the last Egyptian Pharaoh) or Romeo/Juliet (Shakespeare’s Romeo and Juliet) as the lover archetype.
In storytelling, archetypes are used to create an immediate sense of audience familiarity with a character. This is also true of your brand story, which is why brand archetypes are an important marketing tool.
This storytelling mechanism and emotional attachment is why there are brands that you naturally gravitate toward, brands that make you feel good or make you tremble when you recognize them. These brands have carefully positioned themselves by creating a character that communicates with you on both a conscious and subconscious level, adhering to a single archetype that best reflects their values and vision. They use the power of their archetype to differentiate themselves from their competitors, building a stronger relationship with you by demonstrating their unique personality.
How do you identify your brand archetype?
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DAILY MENU HOME PROJECT EXPERTISE Regarding KAIF GET IN TOUCH Headquarters in March Block C. 81, Curtain Road London EC2A 3AG +44 (0)330 3330252 Brand archetypes.
Build valuable relationships with your customers using human psychology.
BACK TO BUZZ Brand archetypes. Brands need to establish a deep and meaningful connection with their audiences to increase authenticity, loyalty, and trust. Brand archetypes provide a framework based on human psychology to help your business establish strong and valuable relationships.By Adam Maidment @adamleemaidment adamleemaidment August 23, 2021 Reading time: 10 minutes
Who invented archetypes?
In the 1940s, Swiss psychologist Carl Jung developed a set of general personality archetypes. Jung believed they were innate and hereditary, representing a pattern of human beings that transcends language, culture, and time. As individuals, we can all inherently recognize and relate to archetypes. They play a role in influencing our behavior on a subconscious level, leading to typical behavioral patterns, desires, values and motives driven by the One Dominant Purpose.
Archetypes are different from characters (a word derived from the Latin word for “Mask”), which represent the image we want to project into the outside world. Our characters are consciously controlled constructs that we can control, either by projecting ourselves based on our unconscious archetype or through external influences such as social conventions.
See our article on what custom personas are and why we should use them? to learn how to improve your brand with the science behind personas.
The basic Jungian archetypes are Self, Anima, Animus, Shadow, Character, Father, Mother, Child, Old Sage, Hero, Deceiver and Young Girl.
What are the 12 brand archetypes?
Brand archetypes and logos
The 12 brand archetypes wheel with examples of related brands
The brand archetypes are taken from Jung’s original set and consist of 12 traits;
Creator Wise Healer Innocent The Jester The Enchantress Leader Hero The Common Man (aka Regular Guy) Rebel (aka criminal) Explore Lovers Character of the creator A maker has a vision and a desire to create a sustainable product or experience that realizes their vision. They are innovators and non-conformists and are often the first to conceptualize and push the boundaries of creativity and design. They allow others to think creatively and express themselves through the products they produce and the experiences they create.
Desire: To create the perfect product/service
Goal: Innovation
Strategy: use creativity to solve problems
Brand message: “Think different.”
Character traits: innovation, originality, self-expression, visionary, individualism
Fears: Stagnation, Duplicity, Familiarity, Disillusionment, Indifference
Brands: Apple, Lego, Adobe, GoPro, Crayola
wise
The sage archetype, which Jung called “seneces” (old man in Latin), is a seeker of knowledge and wisdom and believes that the truth will make you free. They do not seek to change the world themselves, but prefer to enable others to do so by seeking out valuable information and sharing it. They are often lifelong learners and thought leaders and make excellent mentors.
Desire: To find the truth.
Goal: Understand
Strategy: seeking information and knowledge
Brand message ” ” truth will set you free.”
Traits of Character: Wisdom, Intelligence, Experience, Information, Influence
Fears: Lies, Misinformation, Ignorance, Inaccuracy, Stupidity
Brands: TED, Google, BBC, Discovery Channel, The Times
Caregiver Personality.
Caregivers are driven by compassion and a desire to help others. They want others to feel nourished and safe, and will protect those less fortunate than themselves. Caregivers are often maternal representatives who can be found in education, philanthropy, and especially nursing.
Desire: to care, protect, and nurture
Purpose: to help others
Strategy: do something for others
Brand message: “treat others as yourself
Character Traits: Compassionate, Caring, Encouraging, Caring, Warm
Fears: Helplessness, Selfishness, Ingratitude, Insecurity, Neglect
Brands: UNICEF, Johnson & Johnson, NHS, Pampers, Volvo
Innocent
Brands with the innocent archetype have a fundamental desire to bring happiness. They are positive and optimistic and actively avoid being unkind to others. They see the world as beautiful and fun and thrive on communicating that feeling by spreading joy wherever they can. These brands rely on honesty, good qualities and simplicity rather than innovation.
Wish: Love, peace and happiness for all
Goal: Happiness
Strategy: Doing the right thing
Brand message: “The glass is half full.
Character Traits: Optimistic, Charming, Honest, Loyal, Simplistic
Fears: Vice, Deception, Difficulty, Punishment, Confusion
Brands: Dove, McDonald’s, Innocent, Coca-Cola, Volkswagen
Jester
Jester wants to make people laugh and give lightness to everything they do. Jester brands keep a playful pose and see well in any situation.
Desire: to enjoy life and have fun
Purpose: fun
Strategy: be playful, be fun
Brand message: “If you’re not having fun, you’re doing it wrong.”
Character Traits: Playful, Humorous, Positive, Friendly, Funny
Fears: Boredom, Negativity, Seriousness, Gloomy, Misery
Brands: Paddy Power, Budweiser, Skittles, Old Spice, M&Ms
Wizard Character.
The archetypal magic brand is a visionary who wants to wow their audience with new and exciting experiences and make their dreams come true. They enjoy taking their followers on a mystical journey and giving them magical moments that remain in their memories. Magicians enjoy knowledge, but prefer to use it to realize their vision rather than share it directly with the world.
Desire: To turn dreams into reality
Goal: Magical Moments
Strategy: create a unique vision and stick to
His brand message “make the impossible possible.
Character Traits: Transformational, Charismatic, Creative, Idealistic, Insightful
Fears: Repetition, Boredom, Stagnation, Doubt, Ignorance.
Brands: Disney, Dyson, TUI, Polaroid, MAC Cosmetics
Leader
A leader is a dominant personality who seeks power and control. They like rules, especially when they can set and enforce them, expecting others to follow suit. Leaders are often exceptionally confident, proud of their experience and possess strong leadership qualities. However, they are also trustworthy and stable individuals. They see themselves as a ruling force and will defend their position aggressively for fear of being undermined and losing their power.
Desire: Control
Goal: Success
Strategy:Lead and create exclusivity
Brand message: “laughter is the best medicine in the world”
Features: Power, Status, Success, Wealth, Loyalty
Fears: losing power, being undermined, breaking the rules, rebellious, xxx
Brands: Microsoft, Rolls Royce, Rolex, Hugo Boss,
Character of the Hero.
The hero has a keen sense of right and wrong, seeking to make a difference and striving to overcome injustice and problems. They have a fundamental desire for excellence and inspire others to surpass themselves. Hero signs describe success through hard work and effort and solve problems head-on. They take pride in making their work stand out and consider their work important and challenging.
Desire: Mastery.
Goal: Improve the world with courage
Strategy: motivate and encourage
Brand message: “where there is a will, there is a way”
Traits of Character: Courage, Courage, Honor, Inspiration, Growth
Fears: Weakness, Inability, Injustice, Cowardice, Incompetence
Brands: Nike, BMW, FedEx, Adidas, Royal Marines
Everyman Personality
Everyman brands are unpretentious, attractive and accessible. They strive to make deep connections with people and strive to be loved by all. They are often quite generalized and driven by a fundamental desire for community and belonging. They hate to stand out and do not exhibit any extreme views or attitudes, preferring to be inclusive. However, while they are often valued, this sometimes means they are easily overlooked.
Desire: connection to others
Purpose: Belonging
Strategy: practical and trustworthy
Brand message ” living together in harmony ”
Features: Reliable, Realistic, Pragmatic, Inclusive, Equal
Fears: Exclusion, isolation, hostility, isolation, separation
Brands: Tesco, Lynx, Ford, Lévis, Ikea
Rebel
The insurgent, also known as the outlaw, seeks to disrupt their industry and challenge the status quo. They actively seek to break the rule book and shatter existing paradigms. The Rebel is happy to take risks to create something unique and inspiring, and consider themselves free-thinkers. Not everyone likes them and often create a cult audience that inspires very strong brand loyalty among a small cohesive audience.
Wish:Revolution
Goal: Disruption
Strategy: Complicate things and do things differently
Brand message: “rules are made to be broken”
Character Traits: Disruptive, Liberating, Conflicted, Independent, Changeable
Fears: Compliance, Rules, Repetition, Rigidity, Status Quo
Brands: Harley-Davidson, Uber, Diesel, Greenpeace, Red Bull
Explore
Brands with the explorer archetype are driven by a desire for freedom and independence and are not constrained by typical boundaries. They are like rebels, but seek to explore rather than destroy. Explorers hate conformity and prefer to venture into uncharted territory where new challenges and goals arise. They are adventurous and courageous and are on a constant journey of discovery.
Desire: Freedom of discovery
Goal: Excitement and satisfaction
Strategy: Choose your own path
Brand message: “seek out new things and liberate yourself.”
Features: Discovery, adventure, independence, exploration, pioneer
Fears: aimlessness, conformity, safety, isolation, myopia
Brands: NASA, Jeep, The North Face, Subaru, National Geographic
Lover Brand Personality.
Lovers are passionate and intimate, driven by desire. Brands are often sensual and empathetic, motivated to become more emotionally and physically appealing to their audience. However, they can also be witty, outgoing, and family-oriented. Their passion can sometimes cloud their focus or be overbearing, and sometimes the fear of loss or loneliness can be all-consuming.
Desire: Connection.
Purpose: Confidentiality
Strategy: be desirable
Brand message: “love makes the world go round.”
Character Traits: Passionate, Committed, Romantic, Loving, Compassionate
Fears: Rejection, Isolation, Loneliness, Unloved, Invisible
Brands: Victoria’s Secret, Godiva, Anne Summers, Alfa Romeo, Chanel
Why are brand archetypes important?
While brand archetypes have been adopted relatively recently as a marketing and brand positioning tool, they have existed in forms of narrative art for millennia and can be found everywhere from movies to literature and even entrepreneurs and historical figures.
We have Yoda (Star Wars) or Gandalf the Grey (Lord of the Rings) representing the sage archetype, King Lear (Shakespeare’s King Lear) or Tony Soprano (Soprano) as the ruler archetype, and Cleopatra (the last Egyptian Pharaoh) or Romeo/Juliet (Shakespeare’s Romeo and Juliet) as the lover archetype.
In storytelling, archetypes are used to create an immediate sense of audience familiarity with a character. This is also true of your brand story, which is why brand archetypes are an important marketing tool.
This storytelling mechanism and emotional attachment is why there are brands that you naturally gravitate toward, brands that make you feel good or make you tremble when you recognize them. These brands have carefully positioned themselves by creating a character that communicates with you on both a conscious and subconscious level, adhering to a single archetype that best reflects their values and vision. They use the power of their archetype to differentiate themselves from their competitors, building a stronger relationship with you by demonstrating their unique personality.
How do you define your brand archetype?
Before defining your brand with an archetype, you must first think about what your brand is and who your target market is? You should have a good understanding of how potential customers perceive your business and its products and services. Also think about what you would like them to think of your business.
Brand perception is driven by more than just rational and logical responses, and in fact, much of our connection with a brand is driven by our emotions.
You must first get to know your customers and audience by asking questions – personal interviews, surveys, questionnaires and seminars help you understand what motivates their buying decisions, how they feel when they interact with your brand, products or services and how they interact with you. currently perceive your company. Remember that negative responses provide just as valuable information as positive ones.
Next, you should interview your brand as if it were a live person. Ask him or her questions (in fact, they will be stakeholders), and the answers will allow you to determine which archetype best fits your brand.
Here are some sample questions:
What are your values?
What 3 brands do you aspire to?
What are the 3 brands that are enemies/opponents of your brand?
How should you speak to your audience (tone of voice)?
What emotions do you want to generate in people when they interact with you?
What adjectives best describe you?
Don’t forget to interview your own staff as well as your customers, especially key stakeholders. This will highlight any disparity between how your brand is perceived versus how you think the brand is positioned internally. If this is the case, a decision needs to be made on how to move forward – do you realign your brand to an archetype as determined by your audience’s perception, or do you respect your vision and archetype and adjust your target audience accordingly with a stronger message and a clearer brand position.
Once you identify the emotional drivers both internally and externally and understand how your brand connects with your audience, you can identify which archetype best fits your brand.
How do you determine your brand personality from your archetype?
An archetype is basically a stereotypical character derived from eons of human experience, representing your brand via human traits. However, it is too generalized and raw to connect directly with an audience. Once you’ve determined your archetype, you must then translate it into a brand personality and use it to connect with your target audience.
A brand personality is a set of human characteristics associated with a company’s brand. It’s akin to anthropomorphizing a brand and is the brand personality that an audience relates to and interacts with. It is what distinguishes your company in the eyes of your customers and is communicated through brand facets such as brand identity, tone of voice and your various brand touch points.
Various traits can be attributed to your brand personality and these should be expressed as adjectives, as shown in the 12 brand archetypes above. For example, the Lover is described as Passionate, Committed, Romantic, Affectionate and Indulgent.
First, you need to understand who your key customer personas are so you can communicate with them with authority and authenticity. Ask;
- What are the main demographics-age, gender, race, etc.
- What is their professional background? (If applicable)
- What are their hobbies or interests?
- What are their key motivations and psychographic characteristics?
- See our article on what are custom personas and why should we use them?
Use your brand archetype as the basis and, if necessary, add more adjectives to describe your business. It’s okay if you find that your brand is associated with some secondary archetype, as long as you’ve identified your primary archetype.
Identify 3 to 5 key adjectives that you think best describe your brand. These are the cornerstones of your brand identity.
Create your brand identity and touchpoints
Having defined your archetype and personality, you can now begin to reflect on your brand identity and touchpoints. Interacting with your brand identity should elicit a positive emotional response. You can think about how your brand is perceived through our own senses using sensory exploration.
Sensory Exploration.
Sight: What would the brand look like to best suit your target audience? Think about colors, fonts, iconography, illustrations, images and shapes.
Sound: What would your brand sound like? Would it be aggressive or soft? Loud or quiet? Smooth or unstable?
Touch: if it could be touched, what would it feel like? Would it be hot or cold? Would it be metal or wood? Would it be soft or sharp?
Let’s say your brand was the archetype of a rule. Your sensory research might give the following example:
Appearance
Colors: Dark Blue, British Racing Green, Gold.
Shape: Strong shapes, solid lines, no soft or rounded corners.
Police: Trajan, Garamond.
Images: Refined, Premium, Expensive.
He
Loudness: Just below normal speech volume, to give a sense of exclusivity and even secrecy.
Tone: Low; contralto or baritone.
Pedal frequency: Stable.
Sensor
material: precious metals and high-tech materials such as carbon fiber.
Texture: smooth, cool, luxurious
Scent
Rich leather, high-end perfume and cologne, mahogany, spices.You can begin to create a very intuitive image of your brand when you begin to associate each of our key senses with realistic attributes, which makes it much easier to imagine what it’s like to interact with your brand from a customer’s perspective. We can see what tone of voice we should use, what aesthetics we like best, and even what photos or videos we should use in our marketing materials.
Using brand archetypes for success?
Brand archetypes help you identify which human character traits most accurately reflect your brand. This allows your brand to make deeper connections with your audience and customers based on strong emotional interactions. They help you create the power of attraction, attract and engage your audience to your brand through shared values, leading to better brand perception, greater brand advocacy and a stronger and more loyal customer base.
