2. WHAT ARE
BRAND
ARCHETYPES?
Archetypes in branding are used to guide and
strengthen a brand's story. Choosing an archetype
for your brand can help your brand establish
meaningful relationships with customers. They are
commonly associated with characters in a story,
and they often tie to themes and emotions that
extend far beyond the boundaries of a script.
Archetypes represent a pattern of ideas and way of
thinking that is consistent across time, generations
and cultures. They remain consistent over time
because they represent values, traits, and
motivations that are intrinsic to human nature.
3. WHY DO ARCHETYPES MATTER?
Archetypes support
differentiation. They inspire
you to dig deep into the brand
and find out the "why" behind
it. The people, places, and
ideas that shaped your brand's
beginnings are truly unique to
your brand. This is important
to remember when you share
the same archetype as another
brand in your industry.
Archetypes set the tone for
brand experiences and
relationships with
customers. Once these
characteristics have been
established, a person will
set expectations for the
next brand experience.
Archetypes tap into customer
devices. The power of
archetypes is that they can be
specifically tailored to your
audience's needs and wants.
Brands use archetypes to forge
a connection between an
audience's needs and your
product.
5. The creator touches upon discovery and innovation,
and is also known as the builder. Lego is one brand
that's well known for its creative archetype. The
creator celebrates all things artistic, but it still
maintains a commitment to truth and integrity.
6. THE CREATOR
"Life isn't about finding yourself. Life is about creating yourself. - George Bernard Shaw
Motto: If you can imagine it, it can be done.
Driving Desire: to create things of enduring value
Goal: to realize a vision
Greatest Fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination
Also known as: artist, inventor, innovator, muse, musician, writer or dreamer
Archetype examples: Lego, Sony, Crayola, Adobe, Youtube, Pinterest
7. THE CREATOR IN DEPTH
The Creator archetype is one that is driven by the free flow of creativity - while also staying within
certain parameters of control.
The Creator gives new ideas to the world and creates structure by bringing something that didn't
previously exist into being. Creator archetypes typically receive a great deal of pride and fulfillment
from the process of creation as well as the outcome of their work. Artists, writers and entrepreneurs
are all symbols of the Creator. All of which value the creative process and lead lives of self-
expression.
Those who fit into this archetype are inherently non-conformists. Creators tend to desire freedom
of expression. At the center of the creator archetype is the act of creating something tangible that
has once never existed.
8.
9. LEVELS OF THE CREATOR
Level 1
At the lowest level, the Creator
is just creative. They have not
breached the area of being
truly innovative because their
creativity tends to mimic
others.
Level 2
Once a Creator can move
past limitations and gives
shape to their ideas, they
start to become authentic.
Rather than rely on others'
creativity to shape their
own, they start to come up
with original ideas and put
them into action.
Level 3
At the highest level, Creators
promote true innovativeness
and expression. This is the
level where they create
something that will last and
influence society.
10. Intimacy is an essential human need. The lover seeks
to tap into this need, sharing products and services
that bring people close together. Indulgences such as
Dove chocolate or Barefoot wine fall into this
category. One downfall of the lover is that they can
sometimes be seen as too selfless and not grounded
by human nature, which can make them hard to relate
to.
11. THE LOVER
"A true lover always feels in debt to the one he loves." - Ralph W. Sockman
Motto: You're the only one.
Driving Desire: intimacy and experience
Goal: being in a relationship with the people, work and surroundings they love
Greatest Fear: being alone, a wallflower, unwanted, unloved
Strategy: to become more and more physically and emotionally attractive
Weakness: outward-directed desire to please others at risk of losing own identity
Talent: passion, gratitude, appreciation, and commitment
Also known as: partner, friend, intimate, enthusiast, sensualist, spouse, team-builder
Archetype examples: Victoria's Secret, Lady Godiva
12. THE LOVER IN DEPTH
The Lover brand archetype is about creating relationships and evoking emotions. Lovers are always looking
for ways to make others feel special and to meet their needs. Brands who identify with this particular
archetype like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers.
But don't let the name mislead you; it's not just about romance. The Lover encapsulates all types of love
including parental, friendships, familial, spiritual, and of course, romantic.
The Lover archetype wants to achieve intimacy through close relationships, and create a special feeling in
others. They value helping people find love and friendship through beauty, communication, and closeness.
This archetype consists of customers who value aesthetic and appearance. Brands that are this type use
passionate, adjective rich language and word choices. The aim is to make customers feel attractive and
accepted.
13.
14. LEVELS OF THE LOVER
Level 1
Level 1 of the Lover is pretty
surface level, in terms of
intimacy. This is where find
the more casual fling type
relationships. Connections
may be established, but they
are not truly intimate or
personal.
Level 2
Level 2 is about establishing
commitment and forming
deeper attachments with
who and what we love.
These are the relationships
where we start to find
fulfillment.
Level 3
Level 3 is the most intense and
brings us to a spiritual love.
Wholeness and connection are
both fulfilled and extended
towards everyone.
15. The outlaw is the cool and endearing archetype.
Whether its using swear words on social media or
publishing a risky advertisement, the outlaw does not
adhere to social norms. In fact, it lives for shock and
awe. Being an outlaw is a fine line to walk.
16. THE OUTLAW
"Love is the ultimate outlaw. It just won't adhere to any rules. The most any of us can do is sign
on as its accomplice." - Tom Robbins
Motto: Rules are made to be broken.
Driving Desire: revenge or revolution
Goal: to overturn what isn't working
Greatest Fear: to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crime
Talent: outrageousness, radical freedom
Also known as: rebel, revolutionary, wild man, the misfit, or iconoclast
Archetype examples: Harley-Davidson, Apple
17. THE OUTLAW IN DEPTH
The Rebel archetype can be best described as a disruptive force that aims to shape up the day-to-day,
whether it be for selfish reasons or to improve the lives of others. At their worst, rebels lash out in anger
when taking offense to something, and are empowered by others fearing them. At their best, rebels can make
people feel uncomfortbable with the status quo in hopes of inspiring change for the better.
The rebel also seeks to expose society's taboos by tapping into the darker side of human nature. Any brand
that seeks to disrupt the system, put out radical new ideas, or distance themselves from societal norms
would be considered a rebel.
The Rebel archetype is often seen in motorcycle dealers, edgy clothing companies, activists, and anywhere a
company is looking to question the norm. It can best be seen in the fictional character, Robin Hood.
18.
19. LEVELS OF THE OUTLAW
Level 1
Identifying as an outsider and
pulling away from
conventional society.
Level 2
Engaging in shocking or
disruptive behavior.
Level 3
Becoming a revolutionary.
20. OTHER 9 BRAND ARCHETYPES
The Magician makes dreams come true and turn problems into solutions. They amaze and transform. (Disney, Magic
Kingdom, Apple)
The Sage is always seeking the truth and is driven by the desire for knowledge. They show high levels of intelligence and
social awareness. (The Economist, Discovery Channel, Google)
The Innocent just wants to be happy. They look at the world through the lens of a child, seeing wonder, fun and happiness
at every turn. (CocaCola, Johnson's, Nintendo, Wii, Dove)
The Jester lives in the moment. They want to have fun, to lighten the mood by connecting with their inner child. They are
not too fond of obeying the rules. (Budweiser, Old Spice, Ben & Jerry's, M&M)
The Explorer breaks free and are independent thinkers, forging new paths to find purpose in life. They seek freedom and
joy through discovery. (NASA, Patagonia, The Body Shop, Jeep)
The Ruler wants absolute power. They want to eliminate uncertainty by taking control. (Rolls Royce, American Express,
Microsoft, British Airways)
The Caregiver nurtures you. They are motivated by compassion and want to make people feel secure. (NSPCC, NHS,
Campbell's Soup, UNICEF)
The Hero wants to prove himself. They project and inspire. They sell the power of self-belief and transformation. They
turn a brand into a story of triumph over adversity. (Red Cross, Nike, BMW)
The Regular wants to belong. They value hard work, common sense, reliability and authenticity. They want to appeal to a
mass market and so disregard the trappings of luxury. (Ford, Tesco, IKEA, Home Depot, eBay)
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