Brand Archetypes: The Guiding Light for Powerful Branding
Brand Archetypes: a timeless framework for creating emotional connections with your audience.
Brand archetypes, a concept used in marketing for decades, are becoming increasingly important in the crowded modern economical landscape. What is an archetype, though? Where did this idea come from? Where can you sign up for one?
Follow along as we explore the history of this marketing strategy and iconic examples of the 12 brand archetypes.
Brand Archetypes — the 12 Brand Archetypes and primary traits
What is a Brand Archetype?
Brand archetypes are essentially character types that brands can adopt and embody to create a more meaningful and profound connection with their target audience.
Carl Jung, the famous Swiss psychiatrist, is credited with the concept of archetypes. In his 1919 essay "Instinct and the Unconscious", he rejected the idea that humans are born with a “blank slate” and later in life shaped by their thoughts and experiences. He argued instead that humanity shares a collective unconscious and an innate ability to understand certain behavioral patterns and personality types.
Jung theorized that some ideas and thought patterns — including the archetypes used in marketing today — are hardwired in some ways into our minds. He believed that these images are essentially primordial, having evolved as part of the collective human experience over millions of years of human evolution.
Why is this Jungian phycological concept used in marketing, though? Short answer: it just works. Brand personalities that emulate human personalities are far easier to relate to and remember.
Brand Archetypes — Marlboro (The Outlaw) and McDonald’s (The Innocent).
The concept of brand archetypes as we know it today emerged after World War II. In 1955, Marlboro launched one of the first identity-based marketing campaigns with the Marlboro Man, a rugged and touch American cowboy, the archetypal strong masculine man. Marlboro cigarette sales skyrocketed almost immediately following the launch of the campaign.
Another massively successful identity-based marketing strategy came from beloved red and yellow fast food restaurant McDonald’s. Ronald McDonald stepped on the scene in 1963, embodying a fun-loving clown. The McDonald’s clown, a picture of happiness and optimism, helped propel the small restaurant into what it is today.
These characters and campaigns continue to be influential to this day, in pop culture, fashion, and movies. So, it works.
Now, let’s delve into the 12 Brand Archetypes, what personalities they represent, industries we can see them used, marketing strategies and examples.
1. The Innocent
The Innocent archetype embodies purity, optimism, youth and simplicity. The objective of brands embodying this archetype is to bring joy and comfort to all.
Emotions: Happiness, optimism, purity, nostalgia;
Objective: To experience paradise and live happily ever after;
Drawbacks: Can be seen as naive, childish, or out-of-touch;
Fears: Doing something wrong, being corrupted;
Ideal Industries: Food, beauty, family products, travel;
Examples: Coca-Cola, Cheerios, Disneyland.
Marketing strategy: Wholesome, simple, natural, feel-good, positive messaging to create feelings of purity, safety and nostalgia.
2. The Sage
The Sage archetype is an authoritative source of knowledge, wisdom and insight. Its objective is to educate, enlighten and share the truth.
Emotions: Understanding, wisdom, knowledge, insight;
Objective: To find the truth and share knowledge;
Drawbacks: Can be seen as elitist, impersonal, or out-of-touch;
Fears: Being ignorant, misinformed, or misguided;
Ideal Industries: Education, media, finance, technology;
Examples: Wikipedia, National Geographic, The Economist.
Marketing Strategies: Serious, scholarly tones and imagery to convey intelligence and credibility, while producing informative content.
3. The Ruler
The Ruler archetype is authoritative, prestigious and influential. Its objective is to attain power, control and lead others.
Emotions: Power, control, prestige, authority;
Objective: To attain power, control and lead others;
Drawbacks: Can be seen as arrogant, manipulative, or oppressive;
Fears: Chaos, being overthrown, losing control;
Ideal Industries: Luxury, finance, technology, media;
Examples: Rolex, Mercedes-Benz, Microsoft.
Marketing Strategies: Sophisticated, elegant visuals and messaging that convey power, status and control. They highlight their ability to provide order, stability and success.
4. The Creator
The Creator archetype is imaginative, innovative and original. Its objective is to bring new ideas and beautiful creations into the world.
Emotions: Imagination, inspiration, creativity, passion;
Objective: To create something meaningful and beautiful;
Drawbacks: Can be seen as eccentric, impractical, or self-indulgent;
Fears: Having a mediocre vision or execution, being uncreative;
Ideal Industries: Design, technology, media, consumer goods;
Examples: Crayola, LEGO, Adobe.
Marketing Strategies: Unique visuals and messaging that highlight craftsmanship and artistic expression. They encourage customers to tap into their own creativity and make their mark.
5. The Caregiver
The Caregiver archetype is nurturing, supportive and protective. Its objective is to help, provide for and care for others.
Emotions: Compassion, generosity, care, comfort;
Objective: To help and protect others, provide for their needs;
Drawbacks: Can be seen as smothering, enabling, or self-sacrificing;
Fears: Being selfish, uncaring, or unneeded;
Ideal Industries: Health, non-profits, consumer goods;
Examples: Johnson & Johnson, UNICEF, Pampers.
Marketing Strategies: Soft, comforting imagery and messaging that convey care and support. They highlight their ability to meet customers' needs and make them feel safe and secure.
6. The Everyman
The Everyman archetype is down-to-earth, relatable and accessible. Its objective is to connect with the common person and make them feel accepted.
Emotions: Belonging, relatability, comfort, familiarity;
Objective: To connect with others and be accepted for who you are;
Drawbacks: Can be seen as boring, generic, or lacking ambition;
Fears: Being alone, isolated, or looked down upon;
Ideal Industries: Food, retail, media, consumer goods;
Examples: Budweiser, Levi's, Walmart.
Marketing Strategies: Warm, friendly visuals and messaging that feel familiar and comfortable. They highlight their understanding of the average customer and ability to be part of their community.
7. The Jester
The Jester archetype is playful, humorous and irreverent. Its objective is to bring joy and laughter to others.
Emotions: Joy, humor, mischief, laughter;
Objective: To have fun, be spontaneous and bring joy to others;
Drawbacks: Can be seen as immature, annoying, or unprofessional;
Fears: Being boring, ignored, or rejected;
Ideal Industries: Food, entertainment, consumer goods;
Examples: Old Spice, Skittles, Taco Bell.
Marketing Strategies: Bright colors, whimsical imagery and entertaining tones to highlight their ability to make life more fun. They encourage customers to embrace their inner child and not take things too seriously.
8. The Lover
The Lover archetype is sensual, intimate and passionate. Its objective is to create deep connections and experiences of beauty.
Emotions: Passion, romance, sensuality, desire;
Objective: To create intimacy, connection and experience beauty;
Drawbacks: Can be seen as superficial, manipulative, or obsessive;
Fears: Being alone, unwanted, undesirable;
Ideal Industries: Beauty, fashion, food, hospitality;
Examples: Victoria's Secret, Swarovski, Godiva.
Marketing Strategies: Lush, evocative visuals and messaging that focuses on romance, luxury and indulgence. They encourage customers to treat themselves and feel attractive, desired and fulfilled.
9. The Hero
The Hero archetype is courageous, strong and triumphant. Its objective is to fight for a cause greater than itself and inspire others to be their best.
Emotions: Courage, inspiration, triumph, strength;
Objective: To fight for a cause and protect the greater good;
Drawbacks: Can be seen as arrogant, domineering, or self-righteous;
Fears: Weakness, vulnerability, failure;
Ideal Industries: Sports, health, consumer goods, non-profits;
Examples: Nike, Gillette, Patagonia.
Marketing Strategies: Patriotic colors and imagery that convey power and heroism, while highlighting their ability to help customers overcome challenges.
10. The Magician
The Magician archetype has a visionary, transformative power. Its objective is to make dreams come true through innovation and imagination.
Emotions: Awe, inspiration, imagination, wonder;
Objective: To make dreams come true through transformation;
Drawbacks: Can be seen as unrealistic, manipulative, or deceptive;
Fears: Failure, losing control, being exposed as a fraud;
Ideal Industries: Technology, entertainment, consumer goods;
Examples: Disney, Apple, Cirque du Soleil.
Marketing Strategies: Mysterious, enchanting visuals and messaging that focuses on the extraordinary and encourages customers to embrace their full potential.
11. The Outlaw
The Outlaw archetype is a rebel that defies convention and challenges the status quo. Its objective is to overturn the establishment and create change.
Emotions: Rebellion, defiance, revolution, excitement;
Objective: To overturn the establishment and create change;
Drawbacks: Can be seen as destructive, immature, or irresponsible;
Fears: Being powerless, conforming, being ignored;
Ideal Industries: Fashion, entertainment, consumer tech, alcohol;
Examples: Virgin, Harley-Davidson, Converse.
Marketing Strategies: Bold, edgy attitude through dark visuals and messaging that encourages customers to express their individuality and reject conformity.
12. The Explorer
The Explorer archetype represents a spirit of adventure, independence and discovery. Its objective is to seek new experiences and blaze new trails.
Emotions: Freedom, adventure, discovery, excitement;
Objective: To experience a fulfilling life through new experiences;
Drawbacks: Can be seen as irresponsible, reckless, or self-absorbed;
Fears: Being trapped, conforming, missing out;
Ideal Industries: Travel, outdoor gear, automotive, consumer tech;
Examples: Jeep, North Face, GoPro.
Marketing Strategies: Rugged, natural imagery and earthy color palettes to highlight their pioneering spirit and encourage customers to embark on their own journeys of self-discovery.
Bottom-line
Brand archetypes are a powerful tool for creating emotionally resonant, memorable brands. A well-defined archetype can tap into deep-seated human wants, fears, motivations and life experiences to build real connections between a business and its audience. This creates trust and brand loyalty that is crucial for long-term success.
However, we must note that choosing an archetype is not a black or white decision. Much like people are complex, multifaceted beings, so can businesses embody a combination of traits from multiple archetypes. A brand can primarily align with one core archetype, but also incorporate elements of others to create a more nuanced, well-rounded identity.
The key in choosing an archetype (or archetypes) is identifying your company's core values, mission and objectives. Authenticity is extremely important - trying to force a brand into an archetype that doesn't fit will come across as inauthentic and fail to resonate.
Need some help choosing your brand archetype? Schedule your call and let us help you find the guiding light in your branding and marketing strategy.
Looking for your personal brand archetype personality test?
