03.03.2023 • The More You Know

In order to create a brand that effectively connects with it’s target audience, it should have personality, a voice and an aura that is much greater than just the logo.

One powerful way to create a brand identity is through the use of brand archetypes. These archetypes, originally proposed by Carl Jung and later adapted for branding purposes, are universal ‘symbols’ that should help brands resonate with consumers on a deep, emotional level. Understanding and leveraging the power of brand archetypes can help businesses create a compelling brand personality that connects with their target audience, fosters loyalty, and drives business growth. In this blog post, we will explore the concept of brand archetypes, their impact on branding, and how businesses can use them to create a strong and meaningful brand identity.

The original Jungian archetypes are Self, Anima, Animus, Shadow, Persona, Father, Mother, Child, Wise Old, Hero, Trickster and Maiden. These have since been translated into relatable brand archetypes which are universal symbols (or characters) that have been ingrained in our collective consciousness since ancient times. These archetypes have a profound impact on how customers perceive and relate to a brand. When used correctly, they can help businesses create a strong, meaningful brand identity that connects with their audience, fosters loyalty, and drives business growth.

Now we will get into the 12 brand archetypes in more depth, explaining their attributes and how that is reflected in the modern day brands which you may associate with.

1) The Magician: The Magician archetype represents transformation, vision, and spiritual power. Brands that embody this archetype focus on change, transformation, and making dreams come true. Companies that fall under this archetype include Disney, which uses its brand to promote magic and transformation, and Tesla, which emphasizes its vision of a sustainable future.

2) The Hero: The Hero archetype represents courage, strength, and sacrifice. Brands that embody this archetype inspire others to achieve greatness whilst blazing their own path as masters of their craft. A great example company that falls under this archetype is Nike, which uses its branding to inspire courage to follow your dreams and strength to persevere. This is clearly defined in their ‘Just Do It’ slogan.

3) The Rebel: The Rebel archetype, also known as the outlaw sometimes, represents nonconformity, disruption and innovation. Brands that fall under this archetype often go against the grain and challenge the status quo. Examples of companies that embody this archetype include Harley-Davidson, which celebrates rebellion and individuality, and BrewDog which challenges big beer brands with their bold approach to marketing, inspired from their humble beginnings.

4) The Jester: The Jester archetype represents humour, fun, and irreverence. Brands that fall under this archetype aim to make their audience laugh and have a playful heart. Examples of companies that embody this archetype include Old Spice, which uses humour and extraordinary marketing to sell its products, and Doritos, which has built its brand around fun and entertainment.

5) The Lover: The Lover archetype represents intimacy, passion, and sensuality. Brands that embody this archetype focus on emotions, relationships, and compassion with their audience. These companies can be family orientated as well, depending on the language used and visual cues. Companies that fall under this archetype include Godiva, which has built its brand on the concept of indulgence and pleasure, and Chanel which focuses on luxury, self-love and passion.

6) The Everyman: The Everyman archetype represents belonging, community, and inclusivity. Brands that fall under this archetype are often down-to-earth, approachable and relatable. These companies don’t aim to stand out or go against the grain too much and they are focused on creating deep connections with their audience. Companies that embody this archetype include McDonald’s, which has built its brand on providing affordable food for the masses, and Heinz, which emphasises it’s reliability and familiar feel, as if it were a friend.

7) The Creator: The Creator archetype is all about innovation, creativity, and imagination. Brands that embody this archetype prioritise self-expression and originality, pushing the boundaries to realise their vision. Apple and LEGO are examples of companies that have built their brands around these values. The Creator archetype can also be seen in the world of art. Brands that adopt the Creator archetype seek to inspire their customers to be creative and think outside the box.

8) The Caregiver: The Caregiver archetype represents compassion, nurturing and selflessness. Brands that embody this archetype often focus on showcasing maternal qualities and taking care of others in times of need. Companies that fall under this archetype include Johnson & Johnson, which has built its brand on caring for families and their health, and TOMS, which emphasises its commitment to giving back and helping others.

9) The Ruler: The Ruler archetype represents power, control, and authority. Brands that fall under this archetype often show leadership, prestige, and stability. Companies that embody this archetype include Rolls-Royce, which has built its brand on the highest level of luxury and exclusivity, and American Express, which focuses on its premium services and exclusive benefits to convey authority and power. The Ruler archetype can also be seen in political campaigns, where candidates aim to position themselves as strong, decisive leaders.

10) The Explorer: The Explorer archetype represents freedom, adventure, and discovery. Brands that fall under this archetype are often independent, innovative, and daring. Companies that embody this archetype include Jeep, which celebrates adventure and freedom through its branding, and Airbnb, which allows users to explore new places and experience different cultures.

11) The Innocent: The Innocent archetype represents purity, simplicity, and optimism. Brands that fall under this archetype focus on the values of goodness, morality, and optimism. Companies that evoke this archetype include Coca-Cola, which has built a brand around happiness, innocence, and nostalgia, and Dove, which uses its branding to promote purity and goodness.

12) The Sage: The Sage archetype represents wisdom, knowledge, and introspection. Brands that fall under this archetype prioritise education, expertise, and analytical thinking. Companies that embody this archetype include Google, acting as a beacon of knowledge and information, and TED, which promotes the sharing of ideas and knowledge through its platform.

Why are archetypes important you ask? Archetypes help to give emotion, personality and a voice to your brand. How will your brand resonate with your target audience if you don’t embody the values they are seeking? The short answer is, your brand won’t resonate. We can use archetypes to create a sense of familiarity between brand and people, connecting them in unexpected but essential ways.

Think of some of your favourite TV series, films or books, and focus on some of the characters that feature within them. You will notice patterns in the types of characters that feature in stories and their corresponding traits. These traits have been used to build familiarity and to inspire us to take certain actions in our own lives, based off of what we see. The fundamental concepts of archetypes have existed since the dawn of narrative art forms and they have only recently been translated into an effective tool for branding purposes.

So, with all of that in mind, we recommend having a think about the brands you gravitate towards and why they might be. If you have a business of your own, what archetype do you want it to embody. Harness the power of archetypes to build stronger relationships with your audience and showcase why you are the brand they should choose over a competitor. If you need help defining what archetype your brand should represent, reach out and we’d be glad help.