Discover Your Brand Archetype

An Introduction To Archetypes

Brands are like personalities, everyone’s got one and they’re all different.Just like people, brands have a set of unique traits and values. By using archetypes you can use these traits to create one discernible brand from another.

Throughout history many similar characters appear in literature, folklore, mythology and religion. Over time, many companies began to take on the qualities of these characters and this makes it easier for customers to quickly identify what they are about.

For example, Apple takes on the Revolutionary archetype to communicate that they are different. From its infancy, Apple has heeded its own advice to “think different.” In a PC-dominant world, Apple has solidly positioned itself as the innovator in technology. Godiva chocolates take on the ‘Lover” archetype, giving customers a sensual and rich experience. Where romance and pleasure seeking is the epitome of being in love, Godiva uses these traits to create a desirable brand for it’s target market.

Both of these companies have used archetypes to define their brand, help customers understand them, and build experiences that connect with them. In order to create an identifiable brand, archetypes are used to develop strong visuals, messaging and experiences that evoke certain feelings and emotions in the customer.

Use the following exercise to determine your brand archetype for your business.

How to complete the archetype exercise:

1. Draw a spider diagram to generate the different values that are at the heart of your company. What type of product or service are you selling? Is your business to educate, entertain or provide pleasure? What is your style and why are you different?

2. Once you have a good idea of your values, go through the archetypes and eliminate the ones that don’t match your values. For example if your brand is jovial and unique then the hero archetype is probably not for you, but there could be an archetype within the Change/Risk category, that may work.

3. Go through the list for a second time and pick out archetypes that feel most similar to your brand. What emotional responses do you want to evoke and what experience do you want to provide? Is it being truthful and authentic? Or pleasure seeking and affectionate? Remember to think about the company personality, not your own.

4. Repeat this exercise until you have narrowed down your choices to one or two archetypes. You may find that your company falls within just one, however you may also find that two archetypes when used together, compliment each other and describe your company’s character perfectly.

STRUCTURE CHANGE/RISK CARE/BELONGINGDISCOVER/KNOWLEDGE

Hero

Creator

Ruler

Revolutionary

Jester

Magician

Sage

Innocent

Explorer

Nurturer

Lover

Everyman

HeroCompetent, Courageous and Responsive

Triumphs over challenge

Inspires determination

Defends the underdog

Protects the innocent

Perseverance

Modest

Exacting standards and boundaries

They are courageous, competent, and responsive, inspiring others to triumph over challenge.

Heroes come in all shapes and sizes, from the small service organization that continually delivers to the international giants like Fed-ex that delivers your package anywhere in the world no matter what, to Nike who inspires us to “just do it” no matter what our challenge.

Hero language is direct and hard-hitting; heroes have no time to over explain. The Hero’s look is strong, bold and functional.

Hero Brands: Fed-Ex, Nike, Superman

CreatorBelieves in imagination

Perfectionists

Trusts in the creative process

Unfettered mind and heart

Passionate in self expression

Non conformist

Real innovation and beauty

Out-of-the-box thinking

The artist, writer, entrepreneur

Authenticity

Order from chaos

Creators are passionate and capable of real innovation. Inherently non-conform-ist, the Creator is expert at seeing the big picture and rearranging disconnected pieces to craft something meaningful. Authenticity is key for Creators who trust the creative process and believe in imagination.

Creators do not shy away from new ideas. They enjoy words and expressions that are symbolic and full of meaning. The look of the Creator is original, artistic or interpretative.

Creator Brands: Lego, Martha Stewart, Crayola, YouTube

RulerTake control and lead.

Rulers know how to get things done. They enjoy leadership roles and act in a commanding, authoritative manner. Relationships are defined, as are policies and procedures. Politically savvy and often patriotic, they appeal to the desire to be successful and important.

Budweiser. The king of beers makes no bones about the position in the beverage industry. And travelers – “Don’t leave home without it,” says American Express.

Rulers speak authoritatively and often give orders. Their image is well defined, solid, and polished.

RulerSystem of policies and procedures

Image conscious

Status and prestige

Roles and relationships stable and defined

Leadership with an importance on hierarchy

Gain and maintain power

Commanding and authoritative

Avoids chaos by taking control

Patriotic

Facilitates wealth and success in others

Takes control and leads

Rulers take control and get things done. They act in a commanding, authoritative manner and enjoy leadership roles. Relationships are defined, as are policies and procedures. They appeal to the desire to be successful and important. Budweiser. The king of beers makes no bones about the position in the beverage industry. And travelers – “Don’t leave home without it,” says American Express.

Rulers speak authoritatively and often give orders. Their image is well defined, solid, and polished.

Ruler Brands: Rolls-Royce, Yves Saint Laurent, American Express

RevolutionaryEncourages innovation

Breaks tradition and convention

Does things radically different

Helps people with cutting edge ideas

Freedom

Robust

Willingness to take new risks

Unconventional

Achieves creative breakthroughs

Channels dissatisfaction constructively

Revolutionaries do things radically differently, on purpose. Revolutionaries channel frustrations constructively and think outside the box, giving unique solutions to problems. The creative breakthroughs of the revolutionary lead to real innovation and new growth.

From its infancy, Apple has heeded its own advice to “think different.” In a PC-dominant world, Apple has solidly positioned itself as the innovator in technology.

Revolutionary talk is confident and bold. It can question or have multiple meanings. The Revolutionary look can be surprising, innovative and provocative.

Revolutionary Brands: Apple, Harley Davidson, Urban Outfitters, MTV

JesterBreaks the rules

Lightens us up

Makes us laugh

Unexpected and unpredictable

Innovative, out of the box thinking

Accepted and adored by others

Lives in the moment

Playful and spontaneous

Jesters remind us to lighten up and live in the moment. Playful and spontaneous, they believe it’s not really work if you enjoy it. Jesters are allowed to bend the rules and this allows them to see things from a fresh perspective and engage out-of-the box thinking.

Ben and Jerry built a fortune on a brand that is serious about having fun. Doritos are famous for their amusing adverts where playing with their potato chips is the most important part of their brand experience.

Jesters speak in the present tense and are often funny. The look of the Jester often uses bright colors, playful typography and outrageous imagery.

Jester Brands: Doritos, Muppets, Aussie

MagicianVisionaries

Mind over matter

Transformational

Catalysts for change

Believes in impossible dreams

Transforms situations, influences people

Scientists, gurus, psychologists, entrepreneurs

Values experience

Uses inner consciousness to gain outer results

As catalysts for change, they work to change situations and influence people. Magicians are visionaries who believe in synchronicity, serendipity, miracles and mind over matter. Magicians value transformational experiences and help others turn ideas into action.

A day at a Walt Disney park can be a magical experience, transforming adults into kids again and encouraging kids to trust their imaginations.

The Magician’s look can be inspiring, symbolic and spirited. The look is less structured and more fluid, flowing and malleable.

Magician Brands: Disney, Oprah, TED

SageContinuous learning

Faith in humankind

Dedicated to discovering and spreading the truth

Helps others to grow

Clear thinking

Primitive approach, unsophisticated

Pride in intelligence and information

Makes smart decisions

Focus on research and development

To know is to grow

The Sage has faith is humankind’s ability to learn and grow, to make smarter decisions. Therefore the Sage is dedicated to discovering the truth or spreading knowledge. Sage is the thinking brand, the brand that takes pride in intelligence and information. They are the smartest kids on the block, even if they lack some social grace.

The name Harvard conjures up professors and students, research and teaching. Or think of the character Dumbledore, wisely guiding Hogwart’s School of Witchcraft and Wizardry.

Sage language is thoughtful and can challenge. Word choice can be higher level. Their look might be solid and grounded, or historic and classic.

Sage Brands: Morgan Stanley, Nikon, Calvin Klein

InnocentHonesty and Authenticity

Life is as it should be

Uncomplicated and good

Hassle and stress free

Simple

Relaxing

Trusting in simplicity

Believes in possibilities and happy endings

Many layers from childlike to mystic

Wholesome

There are many layers to the innocent archetype from the childlike to the mystical. They provide sanctuary and a place to find or renew our faith, they are also about spreading optimism and doing things right. Getting out of the fast lane and simplifying and purifying life.

Dove Soap – washes away the cares of the worldMcDonald’s with its golden arches and happy meals invokes Innocent ideals

The language of the Innocent can be straightforward or even poetic. The look is optimistic or tranquil.

Innocent Brands: Coca-Cola, Dove, McDonald’s

ExplorerSeeks out a better world

Outsider

Individualist

Ahead of their time

Independent and self directed

Aligns outer realities with internal needs

Coming of age stories

Appeals to youthfulness

Unique and values freedom

Crossing boundaries

The goal of the explorer brand is to have a more authentic, fulfilling life and freedom. They stretch and grow, cultivating new experiences and step out of the mundane and into living. Explorer brands understand that there are no limits to becoming and no end to learning. They are inherently non-conformist, value freedom, are ahead of their time and appeal to youthfulness.

Explorer language is active; these brands are on the go, learning through experience. Their look is rugged and individual.

Innocent Brands: The North Face, Jeep, Starbucks

NurturerCompassionate and generous

Empathy

Consistent and trustworthy

Protective and maternal

Self sacrificing

Illustrates an ideal world

Customer service

Priorities helping others

The Nurturer focuses on other people and their priority is to be of service. Their meaning comes from helping others and are compassionate, selfless and generous. Customer service and reputation are of high importance to the nurturer brand meaning they have unwavering sense of duty. Their culture empowers people to also help and care for others.

Luxury car maker Volvo is less about flash and more about taking care of your family. Heinz gives us warming bowls of soup on winter days, taking away the bitterness of the cold outside.

The nurturer tone is warm and welcoming. Their words are often instructive. Imagery focuses on people. Graphics and use of type are often softer and curvaceous.

Nurturer brands: Heinz, Johnson’s baby, Toms

LoverAesthetic appreciation

Promotes gender identity

Pleasure seeker

Promise of beauty

Attracts and expresses affection

Anticipation

Cosmetics, jewellery, fashion, food and travel

Makes deep emotional connections

Promise of beauty

The Lover is often found in high end and luxury brands such as fashion houses, food, jewellery and travel. Whether spiritual, parental, friendship or romantic the Lover expresses affection and the feeling dimension. Always seeking pleasure with an appreciation of real beauty and aesthetics.

Hallmark greeting cards have been helping connect with those we love for more than 100 years and every imaginable occasion. Godiva chocolates provide a sensuous and rich experience that everyone loves.

Lover language is inviting, poetic. and beautiful. The look of the Lover brand can be ultra rich and sensuous, or warm and inviting.

Lover brands: Victoria’s Secret, Nars, Haagen Dazs

EverymanEgalitarian

Enjoys being part of a group

Democratic

Roots for the underdog

Need for authenticity

Simple tastes and pleasures

Honest and hard working

An absence of pretense

Sense of belonging

The Everyman archetype evolves around working hard and developing solid values. Down to earth and accessible by nature, they are real, honest and like to relate to others. Being accepted and comfortable in a group where everyone fits in is important and the Everyman is put off by elitism. They are happy just the way they are.

Levi’s offer the hardworking man comfort and style. The sitcom Cheers offers an escape “where everybody knows your name.”

The Everyman speaks in a voice that is easy to understand and inclusive. Graphics and type is often simple and rounded.

Everyman brands: Levi’s, Ikea, Covergirl

Enjoyed the exercise?Find out more about how you can build your brand. By using my workshops and masterclasses I can show you how to develop brand effectiveness that will gain you greater customer loyalty and brand recognition.

Brand Strategy . Workshops . MasterclassesCall Gemma Direct 07842 702 262 E-Mail: gemmareidy@gemma.boutique