The Psychology of Branding: 12 Brand Archetypes
Have you ever instantly connected with a brand? Felt an emotional connection or loved a brand so much that you'd stand in line for days waiting for its latest product to be released? We all have brands that we value more than others. Your favorite brands might have great products, but if you dig a little deeper, you'll most likely find that the brands you treasure most share your core values and traits. That is, you share the same archetype. Welcome to the psychology of branding.
archetype: [ahr-ki-tahyp]
noun: a collectively inherited unconscious idea, pattern of thought, or image, universally present in individual psyches
the 12 brand archetypes
Famed psychologist Carl Jung first used archetypes to understand what subconsciously drives and motivates us. In 2001, authors Margaret Mark and Carol S. Pearson introduced Jung's archetypes to the marketing world in their book titled, “The Hero and the Outlaw.” Using Jung's theory, they created 12 archetypes, which are now widely used in branding.
Each archetype has its own set of values and personality traits. While your brand may identify with a few different archetypes, the strongest brands in the world adopt one dominate archetype.
Determining your brand’s dominate archetype gives it personality and meaning. It’s the image you present to the world. It paints a clear picture in your customers’ minds of who you are and what you stand for, and it differentiates your brand from competitors. Today’s consumers don’t just buy products; they’re much savvier and deeper than that. They buy the meaning and reputation of the product, those that create and share emotional connections with them.
When companies come to us looking to either create a brand or refresh their current brand, our first step is to determine their archetype. Following is a quick overview of each of the 12 brand archetypes we use to guide our process:
1. the caregiver
Characteristics:
Nurtures, is trustworthy and humble
Generates positive energy
Has the best intentions for its customers
Example: Cheerios
New mission statement is "Spread the Good"
Partnered with Ellen Degeneres for “One Million Acts of Good” campaign
Encouraged consumers to post their act of good with #GoodGoesRound hashtag
2. the creator
Characteristics:
Authentic and creative visionaries
Perfection is the main goal; money and time are of no concern
Non-conforming to society
Example: Apple
Consistently one step ahead of its competitors
Sets the precedent for quality
Creates innovative and original products
Advertisement style is cutting edge
Doesn't apologize for high prices
3. the explorer
Characteristics:
Wants to create freedom
Adventurous and open minded
Geared towards consumers who spend time outside
Resourceful and multi-functional products
Encourages discovery and self-realization
Example: The North Face
Slogan: Never Stop Exploring
Sponsors many highly accomplished athletes
Products are specifically designed to be durable
Brand recognition is huge among adventurers
4. the innocent
Characteristics:
Idealistic, optimistic and nostalgic
Puts values at the forefront of everything they do
Wants to be happy and make others happy
Motivates others to "look at the bright side"
Example: Dove
Brand name and logo - dove - is symbolic of peace
Ad campaigns use real women and celebrate all body types
Recently launched the "Self Esteem Project"
Encourages confidence in their consumers
5. the hero
Characteristics:
Makes the world a better place
Challenges consumers to be their best selves
Winners
Effective at turning out results
Proud and courageous
Strong in their beliefs
Example: The Marines
Motto: Semper fidelis (always faithful)
Tagline: The Few. The Proud.
Inspire younger generations to support their country
Brave protectors
Specialized in their realm of work
6. the jester
Characteristics:
Brightens your day with humor
All about having fun
Doesn’t deal with serious issues
Connects people with their inner child
Makes you smile
Example: Skittles
Tagline: Taste the Rainbow - colorful and lighthearted
Live in their own world of fun and bizarre humor
Don't try to solve the world's problems, just focus on having fun
7. the lover
Characteristics:
Wants to be associated with life’s intimate moments
Advertisements are passionate and sexual
Makes consumers feel special
Evokes emotions
Encourages indulgence
Example: Godiva
Slogan: Every woman is one part (go)diva
Ad campaigns sexualize and romanticize chocolate
8. the magician
Characteristics:
Sells a transformative experience, not just a product
Charismatic
Wants to understand how the world works
Makes dreams come true
Empowering
Example: Disney
Motto: The Happiest Place on Earth
Delivers a life-changing experience to children and their families
Imitates the fantasies it creates onscreen
Delivers the magic in the smallest of details
9. the outlaw
Characteristics:
Seeks a revolution
Fearless
Appeals to consumers’ inner rebels
Develops radical ideas and products
Example: Harley Davidson
Rebellious brand to its core
Edgy ad campaigns
Inspires revolution
Doesn't conform to the norm
10. the regular guy/gal
Characteristics:
Creates reliable products without the glitz and glam
Unpretentious and humble
Appeals to all demographics
Makes consumers feel comfortable
Dependable and practical
Example: Levi’s
Slogan: Go Forth
Appeals to working/middle class
Products are durable and functional
Stresses its belief in equality
Advertisements have a simple, comfy, ‘no fuss’ style
Makes products for all body types
11. the ruler
Characteristics:
Creates luxurious and exclusive products
Gatekeeper to the upper class
Highest quality and highest prices
The leader in their field
Polished
Shamelessly declares themselves the best
Example: Grey Goose Vodka
Slogan: The world’s best tasting vodka
Advertisements are boastful and luxurious
Appeals to upper class
12. the sage
Characteristics:
Significant expertise
Wise and philosophical
Provides consumers with useful information
Contributes knowledge
Seeks the truth
Example: NASA
Motto: For the Benefit of All
Educates the world
World re-knowned for space exploration
We're interested to know which archetype your brand most closely associates with. Not sure? Give us a call! Branding is one of our specialty areas. We have a tried-and-true process that will help you create a strong brand and then determine how best to connect your brand with your target audiences.
