How to use the 12 Brand Archetypes to grow Brand Engagement
To create a strong and lasting connection with their audience, brands should strive to connect with them in a deep and meaningful way. Brand archetypes, which are based on fundamental human psychological principles, provide a framework for building authentic, loyal, and trusting relationships with customers. Select a brand archetype and start building your brand narrative around it. 🙌🏼
What is an archetype?
Brands are like people. Just a little bit weirder, and definitely way more extravagant! Brands are basically representations of people’s main characteristics; in other words, they are characters just as the ones we find in books and movies! As humans we love to create personalities in which we can identify, ideas we can join and concepts we find inspiring!
Alright, long story short, there was a guy named Carl Gustav Jung (psychoanalyst and philosopher) who decided to give all of these thoughts an order by writing a book whose purpose was to define what we know today as “archetypes”!
They are very cool and there are 12 of them! Let’s quickly discover them one by one so that the next time you see a brand or an actor you will be able to spot the secret pattern! Ready? (I will use some movie examples)
This is the guy 😊 (what a fancy ring!)
“[...] forms or images of collective nature that are found throughout the Earth as generators of myth and, at the same time, individual products of the unconscious.”
Get to know the 12 Brand archetypes
The Creator
These brands are like Tony Stark from Iron Man 🤓, they have a vision and a desire to create a whole new experience for the world! Their mission is to empower others to think outside-the-box and express themselves through the products and the experiences they create.
Key Message: “Think different”
Qualities: Innovation, Originality, Expression, Vision.
Examples of Brands: Apple, Lego, GoPro, Crayola
The Sage
This guy is a seeker of knowledge and wisdom. They do not look to change the world themselves but prefer to empower others to do so; and they do it with the sharing of extremely valuable information. They are basically like Yoda from Star Wars! 😂
Key Message: “Only truth will set you free”
Qualities: Wisdom, Intelligence, Expertise, Information, Influence
Examples of Brands: TED, Google, BBC, SAP, National Geographic, The Times
The Caregiver
These brands are driven by an overwhelming compassion and the desire to help others. They want to protect and defend those who are less fortunate than themselves. Think about Hagrid from Harry Potter! 🥺
Key Message: “Treat others as yourself”
Qualities: Compassion, Caring, Reassuring, Nurturing, Warm
Examples of Brands: Unicef, Pampers, WWF, Johnson & Johnson, Volvo
The Innocent
Brands with an Innocent archetype have a core desire to provide happiness. They are positive and optimistic and actively avoid ill-will towards others. They see the world as wondrous and fun and thrive on passing that feeling on spreading joy where they can. These brands rely on honesty and good virtues and simplicity rather than innovation. Just think about Santa Claus! 🎅🏼
Key Message: “The glass is half full”
Qualities: Optimistic, Charming, Honest, Loyal
Examples of Brands: Dove, McDonald’s, Coca-Cola
The Jester (A.K.A The Entertainer)
The Jester wants to make people laugh and bring light-heartedness to all that they do. Jester brands maintain a playful stance and see good in every situation. These are Merry & Pippin from The Lord of the Rings!🤪
Key Message: “Enjoy life and have fun!”
Qualities: Playful, Humorous, Positivity, Togetherness, Funny
Examples of Brands: Fanta, Budweiser, Skittles, M&Ms
The Magician
These folks like to take people on a mystical journey and let them experience unforgettable magic! They like knowledge and tend to use it to create their own crazy vision and then share it directly to their followers! Can you see any Willy Wonka 🎩 down here?!
Key Message: “Make the impossible, possible”
Qualities: Transformational, Charisma, Imaginative, Idealistic, Insightful
Examples of Brands: Sky, Disney, Dyson, Polaroid, MAC Cosmetics
The Ruler
Power and control. This personality is exceptionally confident, proud of their expertise but also extremely trustworthy. Rulers see themselves as the leading force and will aggressively defend their position. “They-are-in-charge”, period. Life is different when you are Don Vito Corleone from The Godfather! 🔥
Key Message: ”Find your greatness”
Qualities: Power, Status, Success, Wealth, Loyalty
Examples of Brands: Mercedes, Rolex, Rolls Royce, Hugo Boss
The Hero
Think about ANY hero from ANY movie, I like to think about Katniss from Hunger Games 🦅. Heroes reach success through hard work and they love to meet the challenges head-on no matter what! They are action, they are justice, they are fighters!
Key Message: “Where there’s a will there’s a way”
Qualities: Bravery, Courage, Honor, Inspiration, Growth
Examples of Brands: Nike, FedEx, Adidas, The Marines
Everyman (A.K.A. “The Regular Guy”)
The Regular guy is unpretentious, relatable and always up to connect with good people. They love to BELONG to their community and don’t like to stand out. They are generally liked but the people around but, unfortunately, can be easily forgotten. If you don’t know who Chris Gardner from the Pursuit of Happiness is, please open your laptop now and watch that movie! 😂
Key Message: “Belong and Live together in harmony”
Qualities: Dependable, Realistic, Pragmatic, Inclusive, Equality
Examples of Brands: Ikea, Volkswagen, Tesco, Levis
The Outlaw (A.K.A. “The Rebel ”)
Disruptive, activist and always seeking to dismantle existing paradigms. Taking risks is in their DNA, they are really unique leaders, and are often surrounded by like-minded people only, who will stay loyal to death! Honestly, who doesn’t love Captain Jack Sparrow?! 🏴☠️
Key Message: “Rules are made to be broken”
Qualities: Disruptive, Liberator, Confrontational, Independent
Examples of Brands: Harley-Davidson, Virgin, Uber, Diesel, Greenpeace, Red Bull
The Explorer
Mountains, Caves, Sea shores, Cliffs, Deserts, Jungles. Freedom and nature are explorer’s state-of-mind. They detest conformity and love to push themselves into uncharted territories where new challenges and goals will arise! I say, Indiana Jones 😎 and you are allowed to think is a cliché! 😂
Key Message: “The Freedom of discovery”
Qualities: Discovery, Adventure, Independence, Exploration, Pioneering
Examples of Brands: Jeep, The North Face, Subaru, NASA, National Geographic
The Lover
Passionate, sensual and empathetic. Their followers feels constantly attracted emotionally and physically to them. Their love can even be family orientated, and their main goal is to find that intimacy by being more and more desirable. Don’t fall in love with Jasmine from Aladdin! ❤️
Brand Message: “You don’t have to fit any standards to be wildly attractive”
Traits: Passionate, Committed, Romantic, Affectionate, Indulgent
Brands: Victoria’s Secret, Chanel, Godiva, Häagen-Dazs.