Discover Your Brand
Archetype
An Introduction To Archetypes
Brands are like personalities, everyone’s got one and they’re all different.
Just like people, brands have a set of unique traits and values. By using
archetypes you can use these traits to create one discernible brand
from another.
Throughout history many similar characters appear in literature, folklore,
mythology and religion. Over time, many companies began to take on the
qualities of these characters and this makes it easier for customers to
quickly identify what they are about.
For example, Apple takes on the Revolutionary archetype to communicate that
they are different. From its infancy, Apple has heeded its own advice to “think
different.” In a PC-dominant world, Apple has solidly positioned itself as the
innovator in technology. Godiva chocolates take on the ‘Lover” archetype, giving
customers a sensual and rich experience. Where romance and pleasure seeking
is the epitome of being in love, Godiva uses these traits to create a desirable
brand for it’s target market.
Both of these companies have used archetypes to define their brand, help
customers understand them, and build experiences that connect with them. In
order to create an identifiable brand, archetypes are used to develop strong
visuals, messaging and experiences that evoke certain feelings and emotions in
the customer.
Use the following exercise to determine your brand archetype for your business.
How to complete the archetype exercise:
1. Draw a spider diagram to generate the different values that are at the heart of
your company. What type of product or service are you selling? Is your business
to educate, entertain or provide pleasure? What is your style and why are you
different?
2. Once you have a good idea of your values, go through the archetypes and
eliminate the ones that don’t match your values. For example if your brand is jovial
and unique then the hero archetype is probably not for you, but there could be an
archetype within the Change/Risk category, that may work.
3. Go through the list for a second time and pick out archetypes that feel most
similar to your brand. What emotional responses do you want to evoke and what
experience do you want to provide? Is it being truthful and authentic? Or pleasure
seeking and affectionate? Remember to think about the company personality, not
your own.
4. Repeat this exercise until you have narrowed down your choices to one or two
archetypes. You may find that your company falls within just one, however you may
also find that two archetypes when used together, compliment each other and
describe your company’s character perfectly.
STRUCTURE
CHANGE/RISK
DISCOVER/KNOWLEDGE
CARE/BELONGING
Hero
Revolutionary
Sage
Nurturer
Creator
Jester
Innocent
Lover
Ruler
Magician
Explorer
Everyman
Hero
Competent, Courageous and Responsive
Triumphs over challenge
Inspires determination
Defends the underdog
Protects the innocent
Perseverance
Modest
Exacting standards and boundaries
They are courageous, competent, and responsive, inspiring others to triumph
over challenge.
Heroes come in all shapes and sizes, from the small service organization that
continually delivers to the international giants like Fed-ex that delivers your
package anywhere in the world no matter what, to Nike who inspires us to “just
do it” no matter what our challenge.
Hero language is direct and hard-hitting; heroes have no time to over explain.
The Hero’s look is strong, bold and functional.
Hero Brands: Fed-Ex, Nike, Superman
Creator
Believes in imagination
Perfectionists
Trusts in the creative process
Unfettered mind and heart
Passionate in self expression
Non conformist
Real innovation and beauty
Out-of-the-box thinking
The artist, writer, entrepreneur
Authenticity
Order from chaos
Creators are passionate and capable of real innovation. Inherently non-conformist, the Creator is expert at seeing the big picture and rearranging disconnected
pieces to craft something meaningful. Authenticity is key for Creators who trust
the creative process and believe in imagination.
Creators do not shy away from new ideas. They enjoy words and expressions that
are symbolic and full of meaning. The look of the Creator is original, artistic or
interpretative.
Creator Brands: Lego, Martha Stewart, Crayola, YouTube
Ruler
System
of policies
Take control
and lead. and procedures
Image conscious
Rulers know how to get things done. They enjoy leadership roles and act in a
Status
and prestige
commanding,
authoritative manner. Relationships are defined, as are policies and
procedures. Politically savvy and often patriotic, they appeal to the desire to be
Roles
andand
relationships
successful
important. stable and defined
Leadership with an importance on hierarchy
Budweiser. The king of beers makes no bones about the position in the beverage
Gain
andAnd
maintain
industry.
travelerspower
– “Don’t leave home without it,” says American Express.
Commanding
and authoritative
Rulers speak authoritatively
and often give orders. Their image is well defined, solid,
and
polished.
Avoids
chaos by taking control
Patriotic
Facilitates wealth and success in others
Takes control and leads
Rulers take control and get things done. They act in a commanding, authoritative
manner and enjoy leadership roles. Relationships are defined, as are policies
and procedures. They appeal to the desire to be successful and important.
Budweiser. The king of beers makes no bones about the position in the beverage
industry. And travelers – “Don’t leave home without it,” says American Express.
Rulers speak authoritatively and often give orders. Their image is well defined,
solid, and polished.
Ruler Brands: Rolls-Royce, Yves Saint Laurent, American Express
Revolutionary
Encourages innovation
Breaks tradition and convention
Does things radically different
Helps people with cutting edge ideas
Freedom
Robust
Willingness to take new risks
Unconventional
Achieves creative breakthroughs
Channels dissatisfaction constructively
Revolutionaries do things radically differently, on purpose. Revolutionaries
channel frustrations constructively and think outside the box, giving unique
solutions to problems. The creative breakthroughs of the revolutionary lead to
real innovation and new growth.
From its infancy, Apple has heeded its own advice to “think different.” In a
PC-dominant world, Apple has solidly positioned itself as the innovator in
technology.
Revolutionary talk is confident and bold. It can question or have multiple
meanings. The Revolutionary look can be surprising, innovative and provocative.
Revolutionary Brands: Apple, Harley Davidson, Urban Outfitters, MTV
Jester
Breaks the rules
Lightens us up
Makes us laugh
Unexpected and unpredictable
Innovative, out of the box thinking
Accepted and adored by others
Lives in the moment
Playful and spontaneous
Jesters remind us to lighten up and live in the moment. Playful and spontaneous,
they believe it’s not really work if you enjoy it. Jesters are allowed to bend the
rules and this allows them to see things from a fresh perspective and engage
out-of-the box thinking.
Ben and Jerry built a fortune on a brand that is serious about having fun.
Doritos are famous for their amusing adverts where playing with their potato
chips is the most important part of their brand experience.
Jesters speak in the present tense and are often funny. The look of the Jester
often uses bright colors, playful typography and outrageous imagery.
Jester Brands: Doritos, Muppets, Aussie
Magician
Visionaries
Mind over matter
Transformational
Catalysts for change
Believes in impossible dreams
Transforms situations, influences people
Scientists, gurus, psychologists, entrepreneurs
Values experience
Uses inner consciousness to gain outer results
As catalysts for change, they work to change situations and influence people.
Magicians are visionaries who believe in synchronicity, serendipity, miracles and
mind over matter. Magicians value transformational experiences and help others
turn ideas into action.
A day at a Walt Disney park can be a magical experience, transforming adults
into kids again and encouraging kids to trust their imaginations.
The Magician’s look can be inspiring, symbolic and spirited. The look is less
structured and more fluid, flowing and malleable.
Magician Brands: Disney, Oprah, TED
Sage
Continuous learning
Faith in humankind
Dedicated to discovering and spreading the truth
Helps others to grow
Clear thinking
Primitive approach, unsophisticated
Pride in intelligence and information
Makes smart decisions
Focus on research and development
To know is to grow
The Sage has faith is humankind’s ability to learn and grow, to make smarter
decisions. Therefore the Sage is dedicated to discovering the truth or spreading
knowledge. Sage is the thinking brand, the brand that takes pride in intelligence
and information. They are the smartest kids on the block, even if they lack some
social grace.
The name Harvard conjures up professors and students, research and teaching.
Or think of the character Dumbledore, wisely guiding Hogwart’s School of
Witchcraft and Wizardry.
Sage language is thoughtful and can challenge. Word choice can be higher level.
Their look might be solid and grounded, or historic and classic.
Sage Brands: Morgan Stanley, Nikon, Calvin Klein
Innocent
Honesty and Authenticity
Life is as it should be
Uncomplicated and good
Hassle and stress free
Simple
Relaxing
Trusting in simplicity
Believes in possibilities and happy endings
Many layers from childlike to mystic
Wholesome
There are many layers to the innocent archetype from the childlike to the
mystical. They provide sanctuary and a place to find or renew our faith, they
are also about spreading optimism and doing things right. Getting out of the fast
lane and simplifying and purifying life.
Dove Soap – washes away the cares of the world
McDonald’s with its golden arches and happy meals invokes Innocent ideals
The language of the Innocent can be straightforward or even poetic. The look is
optimistic or tranquil.
Innocent Brands: Coca-Cola, Dove, McDonald’s
Explorer
Seeks out a better world
Outsider
Individualist
Ahead of their time
Independent and self directed
Aligns outer realities with internal needs
Coming of age stories
Appeals to youthfulness
Unique and values freedom
Crossing boundaries
The goal of the explorer brand is to have a more authentic, fulfilling life and
freedom. They stretch and grow, cultivating new experiences and step out of the
mundane and into living. Explorer brands understand that there are no limits
to becoming and no end to learning. They are inherently non-conformist, value
freedom, are ahead of their time and appeal to youthfulness.
Explorer language is active; these brands are on the go, learning through
experience. Their look is rugged and individual.
Innocent Brands: The North Face, Jeep, Starbucks
Nurturer
Compassionate and generous
Empathy
Consistent and trustworthy
Protective and maternal
Self sacrificing
Illustrates an ideal world
Customer service
Priorities helping others
The Nurturer focuses on other people and their priority is to be of service.
Their meaning comes from helping others and are compassionate, selfless and
generous. Customer service and reputation are of high importance to the
nurturer brand meaning they have unwavering sense of duty. Their culture
empowers people to also help and care for others.
Luxury car maker Volvo is less about flash and more about taking care of your
family. Heinz gives us warming bowls of soup on winter days, taking away the
bitterness of the cold outside.
The nurturer tone is warm and welcoming. Their words are often instructive.
Imagery focuses on people. Graphics and use of type are often softer and
curvaceous.
Nurturer brands: Heinz, Johnson’s baby, Toms
Lover
Aesthetic appreciation
Promotes gender identity
Pleasure seeker
Promise of beauty
Attracts and expresses affection
Anticipation
Cosmetics, jewellery, fashion, food and travel
Makes deep emotional connections
Promise of beauty
The Lover is often found in high end and luxury brands such as fashion houses,
food, jewellery and travel. Whether spiritual, parental, friendship or romantic the
Lover expresses affection and the feeling dimension. Always seeking pleasure
with an appreciation of real beauty and aesthetics.
Hallmark greeting cards have been helping connect with those we love for more
than 100 years and every imaginable occasion. Godiva chocolates provide a
sensuous and rich experience that everyone loves.
Lover language is inviting, poetic. and beautiful. The look of the Lover brand can
be ultra rich and sensuous, or warm and inviting.
Lover brands: Victoria’s Secret, Nars, Haagen Dazs
Everyman
Egalitarian
Enjoys being part of a group
Democratic
Roots for the underdog
Need for authenticity
Simple tastes and pleasures
Honest and hard working
An absence of pretense
Sense of belonging
The Everyman archetype evolves around working hard and developing solid
values. Down to earth and accessible by nature, they are real, honest and like to
relate to others. Being accepted and comfortable in a group where everyone fits
in is important and the Everyman is put off by elitism. They are happy just the
way they are.
Levi’s offer the hardworking man comfort and style. The sitcom Cheers offers an
escape “where everybody knows your name.”
The Everyman speaks in a voice that is easy to understand and inclusive.
Graphics and type is often simple and rounded.
Everyman brands: Levi’s, Ikea, Covergirl
Enjoyed the exercise?
Find out more about how you can build your brand. By using my workshops
and masterclasses I can show you how to develop brand effectiveness that
will gain you greater customer loyalty and brand recognition.
Brand Strategy . Workshops . Masterclasses
Call Gemma Direct 07842 702 262 E-Mail: [email protected]