Brand Archetypes ATM Semester 2 Tutorial 9 By Dildara Gapparova / Pavel Galkin

Introduction Archetypes are a concept originally created by famed Swiss psychologist, Carl Jung

What is a brand archetype? Brands are a lot like people, so we can use some of the same techniques we use for defining ourselves to define our companies. Aligning with a brand archetype makes the brand easier to identify in the minds of both the brand owner and the public.

What is a brand archetype? In marketing, a brand archetype can be defined as a genre companies assign to their brand, based upon symbolism. Brand archetypes represent universal brand meanings that can be understood by anyone despite culture, age, gender and other imaginable variables.

What are the main Brand Architypes? Innocent Rebel Hero Lover Everyman Magician Nurturer Ruler Creator Jester Explorer Sage

INNOCENT

The Innocent Innocent-focused businesses promote themselves as pure, simple and trustworthy. The imagery they use is often natural. Innocent brands promise simplicity to their customers. The innocent’s core desire is to be free and happy. The innocent customer prefers straight-talking advertising.

Best Example of INNOCENT Archetype company

HERO

HERO Hero businesses promote themselves as good quality and superior to their main competitors in the market. The hero’s main motivator is to prove their worth money, which customers spend for their products and services. Hero customers value quality and efficiency in the products they buy. Hero brands promise triumph.

Best Example of HERO Archetype company

Regular Guy or Girl

Regular Guy or Girl Regular guy businesses take pride in their down-to-earth ethos. Their image is honest and dependable. The regular guy (or girl) only wants to belong and feel a part of something. The everyman customers appreciates quality and dependability in the brands they purchase. Regular guy brands promise belonging. 

Best Example of REGULAR GUY Archetype company

NURTURER

The Nurturer Nurturer businesses offer protection, safety and support to their customers. The nurturer is driven by their need to protect and care for others. Nurturer customers want to be recognized for their effort. Nurturer brands promise recognition to their customers. 

Best Example of NURTURER Archetype company

CREATOR

The Creator Creator brands often position themselves as the key to unlocking a creator’s creativity. The creator is driven by their desire to produce exceptional and enduring works. Creator types are a difficult category to appeal to, but successful creator brands often develop a devout fan base. Creator brands promise authenticity. 

Best Example of CREATOR Archetype company

EXPLORER

The Explorer Explorer brands promote themselves as a means to help others experience the new and unknown things or places. The explorer craves adventure and wants to discover the world for themselves. Explorer customers embrace brands that promote freedom and self-discovery, especially those that invite the customer to embark on a journey with them. Explorer brands promise freedom.

Best Example of EXPLORER Archetype company

REBEL

The Rebel Rebel brands position themselves as an alternative to the mainstream and make an effort to stand out. Rebel brands promise revolution. Rebel customers appreciate the unconventional and forcefully reject the status quo. They are likely to value unique or shocking content with no obvious ‘sell’ to it.  Successful rebel brands are likely to have a cult-like following.

Best Example of REBEL Archetype company

LOVER

The Lover Lover brands promote themselves as glamourous, with an emphasis on sensual pleasure. Ads will typically focus on how the product feels for the customer. The lover lives to experience pleasure in their relationships, work and environment. Lover customers value the aesthetic appearance of goods and services. They are likely to be drawn to premium brands that will make them seem more attractive to others.  Lover brands promise passion.

Best Example of LOVER Archetype company

MAGICIAN

The Magician Magician brands promote themselves as the gateway to transformative knowledge and experience. They focus on the individual rather than the group, and flatter the customer by telling them to trust their own instincts (and make the purchase). The magician wants to understand the universe and their place in it. Magician customers need to feel they can grow wiser or influence people by using your products. Ads should be as imaginative and inspiring as possible.  Magician brands promise knowledge.

Best Example of Magician Archetype company

RULER

The Ruler Ruler brands speak authoritatively, often spreading the idea that they are the lead in their field. The ruler is driven by their desire for power and control. Ruler customers are naturally dominant. They will value ads that reinforce their feelings of power and stability.  Ruler brands promise power to their customers.

Best Example of RULER Archetype company

JESTER

The Jester Jester brands give the impression that they live in the moment, use outrageous imagery and often tease their customers affectionately. Brands targeted at younger people – who will appreciate the silliness – are often jesters. The Jester wants to live in the moment and enjoy life, and they fear boredom above all else. Jester customers find regular adverts boring, but will love anything unusual or playful – especially ads that make light of the seriousness of life. Jester brands promise entertainment.

Best Example of JESTER Archetype company

SAGE

The Sage Sage brands promise learning and therefore often make use of higher level vocabulary and symbolic imagery. They trust their customers to grasp difficult ideas and understand intellectual jokes. The sage seeks the truth and wants to find the wisdom in every situation. Sage customers believe that knowledge comes from growth, and constantly look for new sources of information. Sage brands promise wisdom.

Best Example of SAGE Archetype company

Conclusion Choosing the RIGHT archetype for your business is ESSENTIAL for your future SUCCESS.