What Are Brand Archetypes?

Brand archetypes are universal symbolic characters that represent different aspects of human nature and behavior. They are based on the work of Swiss psychoanalyst Carl Jung, who believed that certain archetypes are deeply ingrained in our collective unconsciousness.

In the context of branding, brand archetypes are used to create a personality for your brand that resonates with your target audience. By aligning your brand with a specific archetype, you can tap into the emotions, values, and beliefs that your audience associates with that archetype.

There are 12 brand archetypes, each has its own unique set of traits and characteristics:

The Innocent
The Explorer
The Sage
The Hero
The Outlaw
The Magician
The Regular Guy/Girl
The Lover
The Jester
The Caregiver
The Creator
The Ruler

How Do Brand Archetypes Work?

Brand archetypes work by tapping into our subconscious desires and emotions. Each archetype represents a different aspect of our psyche, and by aligning your brand with a specific archetype, you can tap into the emotions, values, and beliefs that your audience associates with that archetype.

For example, if your brand associates with the Hero archetype, you could use images and text that highlight bravery, power, and perseverance. In contrast, if your brand aligns more with the Sage archetype, you could use messaging that emphasizes intelligence, expertise, and deep understanding.

By using consistent messaging and imagery that aligns with your brand archetype, you can create a strong and consistent brand identity that resonates with your target audience.

How Do Brand Archetypes Strengthen Your Brand?

Brand archetypes can strengthen your brand in several ways including:

Differentiation: By aligning your brand with a specific archetype, you can differentiate yourself from your competitors and create a unique brand identity.

Consistency: By using consistent messaging and imagery that aligns with your brand archetype, you can create a strong and consistent brand identity that will attract your target audience.

Emotional Connection: By tapping into the emotions, values, and beliefs that your audience associates with your brand archetype, you can create a strong emotional connection with your target audience.

Brand Loyalty: By creating a solid emotional connection with your target audience, you can build brand loyalty and turn your customers into brand advocates.

Four Core Desires That Motivate Our Actions:

American psychologist Steven Reiss proposed that four core desires motivate our actions: structure, spirituality, connection, and legacy. Reiss believed that each of these desires is present to some degree in everyone, but that they are expressed differently depending on the individual. For example, while some people may be motivated by a desire for structure, others may be more motivated by a desire for connection or spirituality. Reiss argued that these desires can also change over time, depending on a person’s life experiences and circumstances. This means that what motivates us at one point in our lives may not be what motivates us at another point. Despite these differences, however, Reiss believed that by understanding these core desires, we can gain insight into what drives us and ultimately lead more fulfilling lives.

Structure: Refers to the need for order, organization, and predictability in our lives. People who value structure tend to prefer routines and schedules, and they may feel anxious or uncomfortable when things are uncertain or chaotic.

Spirituality: Refers to the need for meaning, purpose, and transcendence in our lives. People who value spirituality may seek out experiences that connect them to something greater than themselves, such as nature, art, or religious or philosophical beliefs.

Connection: Refers to the need for social interaction, companionship, and intimacy. People who value connection tend to prioritize relationships with others and may feel lonely or isolated when they are alone for extended periods.

Legacy: Refers to the need to create something that will outlast us and contribute to the world in a meaningful way. People who value legacy may be driven to achieve great things or leave a lasting impact on their community or the world.

Understanding these four core desires can help us better understand ourselves and others, and it can also inform how we approach our personal and professional goals. By recognizing and addressing these desires, we can create a more fulfilling and satisfying life.

Each brand archetype is associated with one or more of these core desires. For example, the Ruler archetype is associated with the desire for structure, while the Lover archetype is associated with the desire for connection.

By understanding the relationship between brand archetypes and the 4 core desires, you can create a brand identity that speaks directly to the motivations and desires of your target audience.

The Brand Archetype Series

We are launching a new blog series that’ll dive deeper into the 12 brand archetypes.

Discovering your brand’s archetype can be crucial for strengthening your business strategy, but choosing one without all the facts can also be challenging. That’s why in this series, we’ll not only define each archetype but also provide a comprehensive understanding of what they are, why they matter, and how they can be applied.

Our goal is to make sure that you have a clear understanding of each archetype and how it can be used to your business’s advantage. We will provide real-life examples of brands that embody each archetype and also include sample strategies that align with them. By the end of the series, you will have a better understanding of how to choose the right archetype for your brand and ultimately strengthen your overall business strategy.