12 Brand Archetype presentation

1. BRAND
ARCHETYPES:
WEEKLY 2
A look into the the 12 different
personalities that can make a brand

2. WHAT IS A
BRAND
ARCHETYPE?
What attracts us to a brand? Why do we show
loyalty and love towards some?
A brand archetype is a persona that
a brand embodies that that help
their audience connect to them on a
deeper level. It makes the brand feel
more authentic and relatable in
some cases.
Brand archetypes are based off of
human desires that we all
instinctively have. They help brands
more accurately appeal to a given
desire that their audience has, which
helps make connections with their
audience as well as stand out to
other competitors.

3. HUMAN
DESIRE
INSPRING
ARCHETYPES
Human words that best describe their
archetype .
The Outlaw - Liberation, Revolutionary, Rebel
The Magician - Charismatic, Visionary. Inventor
The Hero - Mastery, Crusader, Warrior, Team Player
The Lover - Intimate, Partner, Friend
The Jester - Joyful, Joker, Comedian
The Regular Girl/Guy - Realist, Empathetic, Citizen,
Good Neighbor
The Caregiver - Supporter, Saint, Generous
The Ruler - Boss, Leader, Manager
The Creator - Artist, Creative, Innovator
The Innocent - Naïve, Utopian, Traditional
The Sage - Wisdom, Expert, Scholar
The Explorer - Seeker, Wanderer, Ambitious

4. BRAND:
BAGEL BITES

5. JESTER
01
QUOTE: “CHEERFULNESS IS THE BEST PROMOTER OF HEALTH AND IS AS
FRIENDLY TO THE MIND AS TO THE BODY.” ~ JOSEPH ADDISON
MOTTO: YOU ONLY LIVE ONCE.
DRIVING DESIRE: TO LIVE IN THE MOMENT WITH FULL ENJOYMENT
GOAL: TO HAVE A GREAT TIME AND LIGHTEN UP THE WORLD
GREATEST FEAR: BEING BORED OR BORING OTHERS
STRATEGY: PLAY, MAKE JOKES, BE FUNNY
WEAKNESS: FRIVOLITY, WASTING TIME
TALENT: JOY
ALSO KNOWN AS: FOOL, TRICKSTER, JOKER, PRACTICAL JOKER OR
COMEDIAN

7. JESTER
01
The Pizza on a Bagel Campaign by agency Johannes Leonardo puts
a dash of sarcasm and spice into the brand’s more earnest
personality. Humor is their leading stance on the campaign.
By using light hearted debates
Bagel Bites breaks the tension
between the harsh realities of
today and puts fun back into the
conversation with their products in
the center.
With the Jester focus being on
helping people have a good time,
Bagel Bites hopes that people
continue these fun debates while
keeping their product in mind.

8. CAREGIVER
02
QUOTE: “WHEN YOU’RE A CAREGIVER, YOU NEED TO REALIZE THAT YOU’VE
GOT TO TAKE CARE OF YOURSELF, BECAUSE—NOT ONLY ARE YOU GOING TO
HAVE TO RISE TO THE OCCASION TO HELP SOMEONE ELSE—BUT YOU HAVE
TO MODEL FOR THE NEXT GENERATION.” ~ NAOMI JUDD
MOTTO: LOVE YOUR NEIGHBOR AS YOURSELF.
DRIVING DESIRE: TO PROTECT AND CARE FOR OTHERS
GOAL: TO HELP OTHERS
GREATEST FEAR: SELFISHNESS AND INGRATITUDE
STRATEGY: DOING THINGS FOR OTHERS
WEAKNESS: MARTYRDOM, BEING EXPLOITED
TALENT: COMPASSION, GENEROSITY
ALSO KNOWN AS: SAINT, ALTRUIST, PARENT, HELPER, SUPPORTER

10. CAREGIVER
02
Bagel Bites supports families by unifying and starting conversations
everyone can have.
Bagel Bites provides a fun
snack that parents can
share with their children.
They are become a
connection tool for friends
and family.
Bagel Bites encourages
engagement within the
family and outside of the
home.

11. REGULAR GUY/GIRL
03
QUOTE: “I UNDERSTAND THE COMMON MAN BECAUSE I UNDERSTAND ME IN
THAT REGARD, AT LEAST.” ~ VINCE MCMAHON
MOTTO: ALL MEN AND WOMEN ARE CREATED EQUAL.
DRIVING DESIRE: CONNECTING WITH OTHERS
GOAL: TO BELONGGREATEST FEAR: TO BE LEFT OUT OR TO STAND OUT FROM
THE CROWD
STRATEGY: DEVELOP ORDINARY SOLID VIRTUES, BE DOWN TO EARTH, THE
COMMON TOUCH
WEAKNESS: LOSING ONE’S OWN SELF IN AN EFFORT TO BLEND IN OR FOR THE
SAKE OF SUPERFICIAL RELATIONSHIPS
TALENT: REALISM, EMPATHY, LACK OF PRETENSE
ALSO KNOWN AS: GOOD OLD BOY, EVERYMAN, THE PERSON NEXT DOOR, THE
REALIST, THE WORKING STIFF, THE SOLID CITIZEN, THE GOOD NEIGHBOR, THE
SILENT MAJORITY

13. REGULAR GUY/GIRL
03
Bagel Bites' low price and convenience helps the everyday parent,
child, or teen with balancing their priorities without worrying about
their next meal or snack interfering.
The Pizza on a Bagel We
Can All Agree with That
campaign takes on social
differences that their
audience holds dear.
The conversations held
are common
conversations we have
had ourselves and that
connect us to our
audience.

14. WHY ARE
ARCHETYPES
IMPORTANT?
Archetypes in branding are used to guide and
strengthen a brand’s story. Choosing an
archetype can help your brand establish
meaningful relationships with current and
future customers. It’s also a great way to stand
out from a busy marketplace and leave a
lasting impression on potential buyers.
Archetypes set the stage for experiences and
relationships with customers. Repeated,
consistent experiences are the foundation
upon a loyal customer base.

15. 5 REASONS TO KNOW
YOUR BRAND ARCHETYPE
Know who you are and what you stand for.
Create deeper connections with your audience.
To tell your story.
Encourage brand loyalty and awareness.
Drive product or brand development.
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