In the 1940s, Swiss psychologist Carl Jung created common personality archetypes. He thought these archetypes were natural and key parts of who we are. They give us a model of a person that everyone can understand, no matter their language or background. These brand archetype help us recognize ourselves in them. They affect our behavior without us even knowing it, guiding us to act in certain ways and have specific goals.
These archetypes are different from brand personas. Brand personas are the persona we create for others to see. They come from our conscious decisions and can be influenced by everything around us. Brand archetypes stem from Jung’s original types. There are 12 in total: Creator, Sage, Caregiver, Innocent, Jester, Magician, Ruler, Hero, Everyman, Rebel, Explorer, and Lover.
A brand archetype is a powerful framework to craft compelling brand stories and personalities that resonate with customers. Learn how they can transform your branding.
Key Takeaways of Brand Archetype
- Brand archetypes are based on Carl Jung’s 12 personality archetypes.
- They impact how we behave and make choices without us knowing.
- There are 12 main brand archetypes, such as Creator and Caregiver.
- Brand archetypes are not the same as brand personas, which we make on purpose.
- Knowing brand archetypes is important for making a strong, memorable brand.
The Power of Brand Archetypes
Did you know that 95% of our buying choices come from the subconscious? According to Gerald Zaltman from Harvard, they do. Brand archetypes help your brand connect with customers on a deep level. They make your brand stand out in people’s minds. Think of brands like Nike, Apple, and Amazon. They all have clear brand archetypes that show in their logos, messages, and even their products.
Tapping into the Subconscious Mind
Archetypes touch on our basic desires and instincts, influencing our actions. When a brand embodies a certain archetype, it speaks to these desires. This connection helps the brand feel familiar and trustworthy to its audience.
Brand Personalities that Resonate
Brands that match their identity to an archetype can build strong emotional bridges with their customers. This leads to loyalty and more market success. Knowing your brand’s archetype helps you connect with your audience. It shapes how you look and the messages you send.
Understanding Brand Archetypes
Archetypes date back to ancient storytelling times. People are drawn to brand archetypes because of this love. More recently, Swiss psychiatrist and psychoanalyst Carl Jung introduced archetypes as a psychological idea. He said humanity has a “collective unconscious.” It means we’re all born sharing basic instincts and understanding of certain behaviors. We immediately get what these behaviors mean when we see them.
Carl Jung’s Collective Unconscious
Jung explained the collective unconscious as a pool of shared experiences and knowledge. All humans have access to it, as it contains universal patterns and archetypes. These transcend our individual and cultural differences. By using these archetypes, brands can connect more deeply with their audience.
The 12 Classic Brand Archetypes
Marketers later built upon Jung’s work. They came up with 12 brand archetypes that resonate deeply with people. These include:
- The Outlaw
- The Creator
- The Magician
- The Hero
- The Lover
- The Jester
- The Everyman
- The Caregiver
- The Ruler
- The Innocent
- The Sage
- The Explorer
Using these archetypes, businesses can appeal to common human experiences and desires. This helps them create a brand that feels real, understanding, and intriguing.
Brand Archetype Examples
Brands often connect deeply by following a specific brand archetype. The Outlaw archetype and the Creator archetype are great examples of this.
The Outlaw: Harley-Davidson, Virgin
The Outlaw stands for change. They are rebels fighting for a cause. They question rules, reject following others, and stand against control.
Brands with the Outlaw Archetype are like Virgin and Harley-Davidson. They celebrate free spirits. By doing so, they offer products for those who want to live outside society’s norms.
The Creator: Lego, Adobe
The Creator archetype embraces self-expression and imagination. They love to make new things that last. Those who identify as creators focus on beauty. They turn their ideas into something real to reflect their inner worlds.
Brands with the Creative Archetype, such as Lego and Adobe, support making ideas real. They build tools that let people express their creativity. With their help, individuals can share their unique visions with the world.
Choosing the Right Brand Archetype
It’s vital to pick the right brand archetype to deeply connect with your audience. Your choice should reflect your brand’s core values and mission. It must also match your customers’ wants, needs, and struggles. For instance, brands with the Outlaw archetype thrive on a rebellious image that challenges norms. On the other hand, the Caregiver archetype symbolizes warmth and selflessness. Picking the perfect archetype is key to creating a brand that people remember for the right reasons. It helps build an emotional bond with your customers.
Aligning with Your Brand Values
Your brand’s archetype should mirror its essential beliefs and goals. It acts as a compass, guiding everything from your logo to your marketing messages. Matching your archetype with your values helps you build a trustworthy and consistent brand. It’s your ticket to a brand experience that truly speaks to your audience.
Resonating with Your Target Audience
Aside from staying true to your brand’s values, your chosen archetype should also feel familiar to your target customers. Think about who your ideal customer is and what motivates them. Aligning your archetype with their dreams and needs helps you create a brand that hits home. This fosters deep, emotional connections with your audience, forging strong ties and brand loyalty.
Brand Archetype Strategy
Creating a brand archetype strategy means making everything about your brand match its character. For a Creator brand, this means having a creative, eye-catching look and inspiring messages about being innovative.
The brand’s voice should talk to customers like friends, encouraging them. And the things you sell should help people express their creativity.
If your brand is a Hero, it should look bold and confident. Its messages should push people to achieve more with a tone that aims high. The stuff you offer should support customers in their quests and help them win over challenges.
Visual Identity and Design
Your brand’s looks and feel should echo its archetype. A Creator brand might use sleek designs and bright, innovative colors. On the other hand, a Hero brand might have a logo that’s powerful, showing strength and will.
Messaging and Tone of Voice
The words and tone your brand uses are just as important. For a Creator brand, the focus is on lifting spirits and promoting self-expression. Meanwhile, a Hero brand’s messaging could be about aiming for the stars and pushing limits.
Product and Service Offerings
What you sell should also match your brand’s heart. A Creator might offer creative tools or art supplies. Meanwhile, a Hero brand could sell gear meant for those wanting to go further and achieve more.
| Archetype | Visual Identity | Messaging | Tone of Voice | Products/Services |
| Creator | Innovative, imaginative, aesthetically pleasing | Inspiring creativity and self-expression | Conversational, encouraging | Empowering customers to unleash creativity |
| Hero | Bold, confident | Motivational, celebrating achievement | Aspirational | Helping customers overcome challenges and reach goals |
Brand Archetype
Brand archetypes help create strong brand stories and personalities. They connect with customers deeply. By picking an archetypal character, your brand can resonate with the experiences everyone shares. This makes it feel real, meaningful, and relatable. Whether your brand is all about change, innovation, or care, choosing a brand archetype can make all the difference. It helps you form strong emotional bonds with your audience.
Choose a brand archetype that matches your core values and goals. Also, it should fit what your customers are looking for. This way, your brand’s look, feel, and message will all be on the same page. You get to establish a brand that really speaks to your audience. This can mean being a source of inspiration, building trust, or encouraging a bold approach. The brand archetype model is a tool for creating a brand that’s true to itself, connects well, and is very engaging.
Conclusion of Brand Archetype
In conclusion, brand archetypes help create a strong and memorable brand identity. They let you connect with your audience’s deep desires and motivations. This makes your brand more authentic and relatable.
Choosing an archetype, like the Outlaw, Creator, or Caregiver, can make your brand unique. It helps you stand out and form strong bonds with your customers. By using your chosen archetype in all your branding efforts, you make a lasting impact.
Brand archetypes offer a strategic way to connect with your audience. When your brand identity matches a specific archetype, you tap into shared human experiences. This helps your brand feel genuine, memorable, and aligned with what your customers want.
