Why You Should Choose a Brand Archetype
Brand archetypes anchor the branding activities by selecting typefaces, colors, visuals, words and a tone of voice characteristic of a specific brand archetype.
Branding is the art of making your brand unforgettable with your target audience by speaking your clients' emotional language.
Brands that strongly resonate with particular customer segments share their values, motivations, fears, beliefs, stories, and personality traits. Customers are drawn to brands where they feel heard and understood. It all happens unconsciously. So much so that they ignore or even reject brands where they feel some level of disagreement or cognitive dissonance.
The most effective way for brands to connect with their customers is to be who they really are, not what they should be.
Instead of playing a highly polished, perfect character, brands should unapologetically be themselves. This includes their unique qualities and even their imperfections. Flaws and all, customers are drawn to authentic brands, creating a deep emotional connection with them.
The 12 Brand Archetypes
As humans, we have the exceptional ability to recognize patterns and similarities. This skill saves us valuable energy and simplifies our daily interactions with the unstructured world around us. Like a giant filter, our subconscious constantly labels and categorizes what we see, hear, smell, taste, and touch and compares these experiences with existing thought patterns and images.
In the context of personality, Swiss psychiatrist Carl Jung (1875-1961) used the term archetypes to describe twelve foundational categories of "universal ideas, thought patterns, or images that are present in the collective unconscious of all human beings."
While I'm not a fan of oversimplifying our human complexities with labels and stereotypes, I find value in Carl Jung's framework of archetypes in branding.
Brand archetypes can make brand decisions more predictable, understandable, and quicker. Think of them as guardrails that can help align your visual and verbal brand design elements and strengthen your brand.
Here are the 12 brand archetypes:
The Hero overcomes challenges to reach a goal and is honest, candid, and courageous.
Examples: Nike, Adidas, Under Armour, Gatorade;The Magician makes change happen and is charismatic, clever, and reassuring.
Examples: Disney, Dyson, Coca-Cola;The Sage provides wisdom and truth and is knowledgeable, assured, and guiding.
Examples: Harvard, The Smithsonian, Google;The Creator unlocks one's imagination and is inspirational, bold, and provocative.
Examples: Apple, Adobe, Pinterest;The Explorer searches for new experiences in life and is fearless, driven, daring, and adventurous.
Examples: Jeep, The North Face, Patagonia, Subaru;The Maverick loves his/her freedom, challenges the status quo and is disruptive, rebellious, and rule-breaking.
Examples: Harley-Davidson and Diesel;The Entertainer (Jester) wants to bring joy to everyone's life and is fun-loving, playful, and optimistic.
Examples: M&Ms, Geico, Nickelodeon;The Girl/Guy Next Door (Everygirl/Everyman) wants to belong and live in harmony and is friendly, humble, and down-to-earth.
Examples: Ikea, Target, Walmart;The Lover focuses on passion and beauty and is sensual, empathetic, and soothing.
Examples: Alfa Romeo, Chanel, Lindt;The Royal (Ruler) is successful in work and life, looks for significance and leadership and is confident, refined, and articulate.
Examples: Mercedes Benz, Rolex, American Express;The Innocent craves safety, loves simplicity, wants everyone to be happy and is optimistic, authentic, and humble.
Examples: Whole Foods, Dove, Aveeno.The Caregiver wants to protect and care for others, especially those in need, and is caring, warm, and selfless.
Examples: Unicef, Pampers, Toms.
How to Use Brand Archetypes
Think of brand archetypes as a framework that guides and focuses your branding activities, empowering you to make strategic decisions that resonate with your audience.
Usually, brands choose two brand archetypes: a primary and a secondary.
However, these two archetypes are not on the same level, which could confuse your audience. Instead, the primary brand archetype anchors the branding activities, while the secondary adds another emotional dimension. To identify your particular brand archetype, consider your brand's purpose, vision, mission, values, and the interests of your target audience (Brand Compass).
Adhering to a specific brand archetype helps brands stand out from competitors by selecting visual brand design elements (typefaces, colors, pictures, shapes) and verbal design elements (words, tone of voice) characteristic of that brand archetype.
For example, Nike's Hero archetype is reflected in its bold typefaces and courageous messaging, appealing to customers who value triumph and perseverance. On the other hand, Subaru's and Jeep's Explorer archetype promotes the outdoors, speaking to the adventurous side of their customers.
When used consistently, brand archetypes can enhance brand coherence, which, in turn, makes brands more memorable to customers.
What Is a Brand Compass and Why Your Business Should Have One: A brand compass is a crucial tool to anchor your brand decisions and ensure coherence across all brand elements.
