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18 January 2017 , ,

 

Following on from our ‘Steps for brand clarity and authenticity’ ebook:

Archetypes originated from Swiss psychiatrist Carl Jung, who said that in all of the stories ever told by man, there are a number of familiar journeys or characters that are archetypal. Psychological archetypes are therefore universal concepts embedded in humanity’s conscious and subconscious thought. They stimulate us emotionally and psychologically.

Branding is how people feel about you, your products and services at a gut level. Since brands are like people, we can explore them in the same way we explore ourselves, and develop unique insights and approaches to brand positioning and strategy. 

Archetypal branding allows you to research and uncover who you are at a deep level, and anchor your brand behaviour to the beliefs that are already embedded within humanity’s perception of that archetype. The more you can align your brand with the archetype and its related behaviour, the more trustworthy and cohesive your brand will become.

Internally, by understanding and using your archetype as a guiding framework for your brand, strategies and decisions will come more naturally, communication will be easier, and valuable ideas and energy will flow. There are 12 archetypes, including:

archetype_further_sectors-v2

Below is just a glimpse at what each archetype looks like:

The Caregiver

Goal
To help as many people as possible. Help and serve others.

Characteristics

  • guardian, healer, samaritan, selfless, generous, compassionate, servant, welcoming, protector

Brand example

The Salvation Army – Providing disaster relief and humanitarian aid, The Salvation Army are the Caregiver archetype. They are driven by the desire to meet the needs of others by protecting, serving and being a part of the greater healing process.

The Creator

Goal
To create something new and imaginative. To imagine, ideate and create. To realise a vision, hone artistic skill, express themselves and promote individuality.

Characteristics

  • creative, expressive, composer, imaginative, artistic, innovative, inspiring, unique, inventive

Brand example

Lego – The Creator is all about self-expression, fostering real innovation and beauty. Lego’s motto is to “Inspire and develop the builders of tomorrow”, meaning that all the possibilities are seemingly endless and that Lego is here to champion creativity by providing a product that unlocks your potential.

 

The Everyman

Goal
To build and be part of a community of like-minded souls. The Everyman is humble, hard-working and accepting. They relate to others as an equal, a comrade and a friend. They are happiest in a crowd, fitting in and rejoicing in commonality.

Characteristics

  • democratic, honest, empathetic, down-to-earth, realistic, understanding, accepting, humble, hard-working

Brand example

Ikea – The idea behind Ikea is to be, “for the many people”. This Everyman brand is purposed to serve your average joe in a relatable, easy-going way. Ikea have expressed their Everyman brand characteristics through many touch points in the business, from the affordable price of the DIY furniture to the infamous meatballs served at the cafe.

 

The Explorer

Goal
To create more freedom for you and your customers. Learn about yourself and the world through experience and adventure to experience a better, more authentic and more fulfilling life.

Characteristics

  • autonomous, ambitious, independent, adventurer, free, unlimited, seeker, pioneer, resourceful

Brand example

The North Face – They say that they are named after “the coldest, most unforgiving side of a mountain” and that their purpose is to equip explorers to reach the most unfathomable heights. The North Face brand makes you feel like they can enable you to test the limits and live the adventure. Created for explorers, by explorers.

 

The Hero

Goal
To overcome all obstacles, and they are willing to sacrifice to do so. The Hero is here to motivate others to be better themselves and exert their mastery in a way that improves the world. A goal-oriented brand that delivers results instead of excuses.

Characteristics

  • competent, disciplined, strong, responsive, solver, proactive, persistent, heroic, motivated

Brand example

Nike – “Just do it” is as iconic as a tagline gets. Nike swoops in to provide products, services and experiences that represent a message that says, ‘if you have a body, you are an athlete’. Hustling towards developing your inner and physical strength is displayed across all their marketing and communications from TV commercials to billboards.

 

The Innocent

Goal
To get back to basics and keep things natural. Return to simple pleasures and to find and create happiness. Spread optimism, simplify and purify life.

Characteristics

  • simplistic, optimistic, faithful, tranquil, pure, idealistic, aspirational, virtuous, wholesome

Brand example

Nudie Juice – These “creators of good” carry an easy tone of voice that keeps the Nudie brand simple and sweet.

 

The Jester

Goal
To make people laugh and enjoy the moment. To be liked through performance, humour and fun. To have a great time and lighten up the world – get others to enjoy life to the fullest.

Characteristics

  • humorous, spontaneous, joyous, entertainer, present, charismatic, fun-loving, energetic, enthusiastic

 

The Lover

Goal
To enjoy life passionately. Love is all you need, passion for life. Be in a relationship with people.

Characteristics

  • passionate, social, expressive, emotional, sensualist, seducer, attractive, charismatic, intimate

 

The Magician

Goal
To transform lives and make dreams come true. Skilled at promoting faith and wonder, and mind over matter, the Magician is involved with understanding and mastering the way that the world works.

Characteristics

  • transformer, innovator, visionary, believer, inspirational, fascinating, changer, spirited, engineer

 

The Rebel

Goal
To buck the status quo and pursue innovation through revolution and rule-breaking. The Rebel encourages us to toss aside outdated norms, regulations and values so that we can create new ones that make more sense.

Characteristics

  • liberator, revolutionary, innovator, radical, challenger, freethinker, non-conformist, disrupter, reformer

 

The Ruler

Goal
To achieve success and influence. Motivated by a desire to help the world, they lead others with confidence and determination. Rulers believe that chaos will ensue if they fail to take control, and therefore are great at creating and maintaining rules and regulations. 

Characteristics

  • successful, respected, systematic, powerful, authoritative, confident, dogmatic, sophisticated, influential

 The Sage

Goal
To find and share the truth. This is a brand that wants to understand the world and further human knowledge. The Sage is truly gifted at collecting and disseminating unique information that can make a difference in our lives. They aim to contribute value.

Characteristics

  • thinker, analyst, knowledgable, reflective, teacher, intelligent, perceptive, empathetic, inquisitive, wise

 


If this post has got you asking more questions, it is because there is so much more to what we have very briefly covered in this blog post and ebook. Drop us a line to find out more about our workshops and Uncover app.

This post and our in-depth and archetype specific brand books were derived from ‘The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes’, by Mark and Pearson, 2001.

Source: https://mezzanine.co/blog/2017/brand-archetypes-overview

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