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Brand Archetypes can be a game-changer for your brand if you choose the correct one for your business and implement the proper strategy. Each archetype represents a personality or human characteristic that you can use to build a stronger relationship with your audiences and strengthen trust between your brand and its consumers.
In this blog post, we will define the 12 Brand Archetypes and outline the best strategy for each.
What are brand archetypes?
Brand archetypes are frameworks introduced by Carl Jung. The 12 archetypes are used today to help humanize brands to make them more identifiable and relatable to their target market.
How do brand archetypes enhance your business?
Brand archetypes define the structure of a brand and strengthen the relationship between it and its consumers.
The innocent exhibits happiness and positivity with an optimistic outlook on life.
Strategy Approach: Prioritizes happiness and safety for everyone.
Brand Voice:
+ Humble
+ Optimistic
+ Honest
Drivers:
+ Happiness
+ Positivity
+ Simplicity
Objections:
+ Negativity
+ Anguish
+ Complexity
Innocent Industries Include:
+ Beauty and Skin Care
+ Natural / Organic
+ Cleaning
+ Fresh Food
The Everyman aspires to belong and connect. They do not like to stand out in a crowd but rather blend in.
Strategy Approach: Build a strong community.
Brand Voice:
+ Friendly
+ Humble
+ Authentic
Drivers:
+ Inclusion
+ Togetherness
+ Equality
Objections:
+ Standing out
+ Exclusion
+ Isolation
Everyman Industries Include:
+ Home / Family life
+ Comfort Foods
+ Everyday Apparel
+ Automobile (family / everyday)
The hero works hard to prove their worth and ability to the world. They are not only focused on proving themselves to others but themselves as well.
Strategy Approach: Prove them wrong.
Brand Voice:
+ Honest
+ Brave
Drivers:
+ Knowledge
+ Vision
+ Belief
Objections:
+ Consequences
+ Ignorance
+ Doubt
Hero Industries Include:
+ Sportswear
+ Sports Equipment
+ Outdoor / Tactical Equipment
+ Emergency Trade Services (Plumbing, Electricity, Locksmiths, Mechanic)
Outlaws are rebellious and known for questioning authority. The disruptive and rebellious brand archetype aims to go against the status quo.
Strategy Approach: Go against the status quo.
Brand Voice:
+ Disruptive
+ Rebellious
+ Combative
Drivers:
+ Liberation
+ Independence
+ Change
Objections:
+ Conformity
+ Being Accepted
+ Servitude
Outlaw Industries Include:
+ Automobile ( motorcycles and fast cars)
+ Destruction Tools
+ Alternative Apparel
+ Body Art
The Explorer has the drive to push outside of comfort zones and conforms to everyday life. Explorers love a challenge and value the journey or process it takes to complete a task or project.
Strategy Approach: Enjoy the journey.
Brand Voice:
+ Exciting
+ Daring
+ Fearless
Drivers:
+ Adventure
+ Exploration
+ The Unknown
+ Self Discovery
+ Liberation
Objections:
+ Confinement
+ Immobility
+ Cautiousness
Explorer Industries Include:
+ Outdoor Equipment
+ Extreme Sports
+ Adventure and Travel
The creator is imaginative, inventive driven to bold things with meaning and value.
Strategy Approach: Define the creative process and inspire self-expression.
Brand Voice:
+ Inspirational
+ Provocative
+ Passionate
Drivers:
+ Imagination
+ Vision
+ Creation
Objections:
+ Familiarity
+ Stagnation
+ Duplication
Creator Industries Include:
+ Art
+ Design
+ Information Technology
+ Marketing
+ Writing
The Ruler creates order from chaos; they are always in control, responsible, and organized in whatever they set out to do.
Strategy Approach: Work hard, play hard.
Brand Voice:
+ Refined
+ Commanding
+ Articulate
Drivers:
+ Power
+ Prosperity
+ Status
Objections:
+ Weakness
+ Failure
+ Insignificance
Ruler Industries Include:
+ Hotels
+ Formal Wear Apparel
+ Watch Manufacturers
Magicians strive to make dreams come true and prove that we are only limited by our imagination.
Strategy Approach: Transformation
Brand Voice:
+ Mystical
+ Reassuring
+ Informed
Drivers:
+ Knowledge
+ Vision
+ Belief
Objections:
+ Stagnation
+ Consequences
+ Doubt
Magician Industries Include:
+ Beauty
+ Entertainment
+ Health / Well-Being
The lover creates intimate moments and inspires love, passion, and commitment.
Strategy Approach: Reaffirm beauty.
Brand Voice:
+ Sensual
+ Soothing
+ Empathetic
Drivers:
+ Sensuality
+ Affection
+ Indulgence
Objections:
+ Rejection
+ Loneliness
+ Contempt
Lover Industries Include:
+ Cosmetics
+ Fragrance
+ Lingerie
+ Wine
+ Indulgent Food
Examples:
The Caregiver protects and cares for others and is compassionate and nurturing.
Strategy Approach: Help those in need for the greater good.
Brand Voice:
+ Caring
+ Warm
+ Reassuring
Drivers:
+ Service
+ Support
+ Gratitude
Objections:
+ Neglect
+ Blame
+ Anguish
Caregiver Industries Include:
+ Hospitals
+ Education
+ Health & Aged Care
Examples:
The Jester is all about having fun and bringing humor to the world.
Strategy Approach: Make them laugh.
Brand Voice:
+ Fun
+ Playful
+ Optimistic
Drivers:
+ Happiness
+ Laughter
+ Fun
Objections:
+ Negativity
+ Sadness
+ Boredom
Jester Industries Include:
+ Entertainment
+ Mens Care
+ Alcohol
The Sage is committed to helping the world gain deeper insight and wisdom.
Strategy Approach: Light the path to wisdom
Brand Voice:
+ Knowledgeable
+ Gilding
+ Assured
Drivers:
+ Wisdom
+ Information
+ Expertise
Objections:
+ Misinformation
+ Ignorance
+ Inaccuracy
Sage Industries Include:
+ Schools and Universities
+ Consultancies
+ Media and News Networks
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