Brand Archetypes
What are brand archetypes? Why are they useful and how are they used?
In this article we’ll cover off:
• What are brand archetypes
• Why they’re useful
• How they’re used
• The 12 recognised archetypes
• In summary
What are brand archetypes?
Brand archetypes are universal, symbolic representations or personas that a brand can embody to create a specific and relatable identity. These archetypes are derived from common characters and themes found in myths, stories, and cultural narratives.
Brand archetypes originate from the work of Swiss psychiatrist Carl Gustav Jung, who developed the concept of archetypes as part of his theory of the collective unconscious. Jung proposed that these archetypes are universal, innate models of people, behaviours, and personalities that reside within the collective unconscious of all humans. They manifest in myths, stories, dreams, and cultural symbols across societies and periods.
In much the same way as we all have our own personalities, so too do brands. Brand archetypes can help define how brands communicate their values, personality, and mission in a way that resonates with their target audience.
Why they’re useful
They can be a handy tool during the initial brand strategy stage of the branding process, in helping to narrow down how a brand wants to talk, or the personality it needs to have. And they’re really useful in helping clients who are not necessarily au fait with branding and brand strategy understand the process, and as a consequence become more engaged and involved in shaping their brand.
How they’re used
Firstly, as part of our brand strategy work, we will explore with our clients the 12 different archetypes. We’ll talk in depth about the behaviours associated with each, and how recognisable these feel to the business leaders in the room. Many for instance, might rule out Jester immediately (we’re an investment app FFS) but resonate with The Sage. If we go back to the beginning of this article and the part around brands having personalities like people and then consider how each one of us is different, it becomes immediately apparent that none of us is simply JUST ONE of these archetypes, but a complex blend of several.
Where B&B may differ from other brand design agencies though is how WE use them. Some agencies often choose to use them in a very literal way. They’ll identify with their client the one or two archetypes that they believe fit their brand and then build everything around these. But it’s a little more nuanced than that. It’s often not possible to say ‘Your pet brand is primarily the caregiver,’ because, in the long term, this could be quite restrictive. Brands will often need to adapt and require a greater degree of flexibility to avoid the risk of being boxed into a corner.
It’s important during this process to ensure you’re being true to yourselves too - that’s a whole other topic on authenticity.
The 12 archetypes
The below provides a brief overview of the 12 archetypes and the traits of each one. There’s a lot of additional information on each, and we’ve included some useful links for further reading at the bottom of the article.
The Innocent:
- Traits: Optimistic, pure, simple, happy.
- Goal: To be happy and spread joy.
- Example: Dove, Coca-Cola.
The Everyman:
- Traits: Relatable, down-to-earth, trustworthy.
- Goal: To belong and connect with others.
- Example: IKEA, Target.
The Hero:
- Traits: Courageous, bold, strong, determined.
- Goal: To improve the world through bravery and strength.
- Example: Nike, FedEx.
The Outlaw:
- Traits: Rebellious, disruptive, bold, radical.
- Goal: To break the rules and challenge the status quo.
- Example: Harley-Davidson, Virgin.
The Explorer:
- Traits: Adventurous, independent, pioneering.
- Goal: To discover new things and experiences.
- Example: The North Face, Jeep.
The Creator:
- Traits: Imaginative, artistic, inventive, original.
- Goal: To create something new and meaningful.
- Example: LEGO, Adobe.
The Ruler:
- Traits: Authoritative, organized, controlling.
- Goal: To create order and structure.
- Example: Rolex, Mercedes-Benz.
The Magician:
- Traits: Visionary, inspiring, charismatic, transformative.
- Goal: To make dreams come true.
- Example: Disney, Apple.
The Lover:
- Traits: Passionate, empathetic, sensual, romantic.
- Goal: To create relationships and inspire love.
- Example: Chanel, Godiva.
The Caregiver:
- Traits: Compassionate, nurturing, supportive, selfless.
- Goal: To help and care for others.
- Example: Johnson & Johnson, UNICEF.
The Jester:
- Traits: Fun, playful, humorous, light-hearted.
- Goal: To bring joy and entertain.
- Example: M&M's, Old Spice.
The Sage:
- Traits: Wise, knowledgeable, reflective, insightful.
- Goal: To seek and share truth and knowledge.
- Example: Google, The New York Times.
Brand archetypes are a useful tool to help define a brand’s personality from the outset, as well as bringing clients on board by making the brand strategy phase or the process more tangible. BUT they are not the answer on their own, just part of the solution.
Interested in finding out how brand archetypes can help shape your brand? Get in touch.
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