2. TASK
RESEARCH AND WRITE ABOUT THE
VARIOUS BRAND ARCHETYPES. TAKE THE
ARCHETYPE TEST ONLINE FOR YOUR
BRAND FOR PROJECT #1.
WEEKLY #2
JAN 13 2021 | Rufaro Musvosvi
3. What are brand
archetypes?
12 distinct "personalities" that a brand can have
Most will have 1 or 2 very strong archetypes
The "feelings" that the brand brings out by how
they portray themselves
What they represent
Shows up especially in their advertising
Based on how the brand markets itself, we can
get insight into how consumers that like them
think
Knowing what the consumers expect of the
brand helps us market better
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
How does it help
companies?
5. JAN 13 2021 | Rufaro Musvosvi
Archetype:
BRAND
ARCHETYPES
The Hero
Adjectives
Profile:
Example:
The Hero archetype is motivated to
leave a legacy in the world by being
the master; the champions of their
industry. They encourage their users
to be the same by appealing to their
bravery and work ethic.
Resilient
Courageous
Focused
Image from https://iconicfox.com.au/brand-archetypes/
6. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Magician
Adjectives
Profile:
Example:
The Magician archetype wants to
exude an almost surreal aura. They
think outside of the box and
encourage their users to do the
same, appealing to their imagination
or suspension of belief.
Creative
Mystical
Focused
Image from https://iconicfox.com.au/brand-archetypes/
7. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Outlaw
Adjectives
Profile:
Examples:
The Outlaw archetype is the rebel.
They present themselves as the
brand that breaks the rules and
encourages their users to be
liberated from the norm.
Rebellious
Defiant
Wild
Image from https://iconicfox.com.au/brand-archetypes/
8. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Explorer
Adjectives
Profile:
Examples:
The Explorer archetype thrives on
discovering uncharted territories and
provides its users with the tools to
do the same. They foster a lifestyle of
curiosity and inquisitiveness.
Inquisitive
Daring
Adventurous
Image from https://iconicfox.com.au/brand-archetypes/
9. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Sage
Adjectives
Profile:
Examples:
The Sage archetype displays wisdom
and experience in everything they do.
They offer a deep sense of
knowledge of how to do what they
do and for that reason, their users
can rely on them. They've
Assured
Experienced
Wise
Image from https://iconicfox.com.au/brand-archetypes/
10. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Innocent
Adjectives
Profile:
Examples:
The Innocent archetype takes a
stand for safety and encourages the
well-being of its users and others
around the world. These are brands
that might be associated with
hygiene or health. They can also
appeal to social issues.
Wholesome
Hopeful
Helpful
Image from https://iconicfox.com.au/brand-archetypes/
11. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Creator
Adjectives
Profile:
Examples:
The Creator archetype is motivated
to provide cutting-edge solutions to
current problems, or just for the sake
of pushing the bar to new heights.
Often, these are technological, or
scientific brands that are bringing the
imagination to life.
Innovative
Inquisitive
Bold
Image from https://iconicfox.com.au/brand-archetypes/
12. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Ruler
Adjectives
Profile:
Examples:
The Ruler archetype offers appeals
to their users' ability to be in control.
These are leaders that demand
excellence and are consistent
achievers.
Refined
Leading
Dominant
Image from https://iconicfox.com.au/brand-archetypes/
13. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Caregiver
Adjectives
Profile:
Examples:
The Caregiver archetype is a
provider of service to those around.
These are brands that will appeal to
empathy and encourage warmth,
understanding and kindness to
others.
Empathetic
Compassionate
Caring
Image from https://iconicfox.com.au/brand-archetypes/
14. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Everyman
Adjectives
Profile:
Example:
The Everyman archetype encourages
belonging. These brands work to be
able to provide something for
everyone. They can still stand out as
a brand but they won't do so by
showing creating products that are
exclusive.
Inclusive
Courageous
Focused
Image from https://iconicfox.com.au/brand-archetypes/
15. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Jester
Adjectives
Profile:
Examples:
The Jester archetype uses humor to
connect to their users. They usually
have a light-hearted approach and
encourage enjoyment. They may
tease or be provocative in order to
get people to "loosen up."
Playful
Self-aware
Fun
Image from https://iconicfox.com.au/brand-archetypes/
16. Archetype:
BRAND
ARCHETYPES
JAN 13 2021 | Rufaro Musvosvi
The Lover
Adjectives
Profile:
Examples:
The Lover archetype is very intimate.
These brands often focus on the
connection between beauty and
their products and create a sensual
experience around themselves.
Alluring
Sensual
Personal
Image from https://iconicfox.com.au/brand-archetypes/
17. Archetype: The Creator
Motto: "If you can imagine it, it can be done."
JAN 13 2021 | Rufaro Musvosvi
Driving desire:
Goal:
Greatest fear:
Strategy:
Task:
Weakness:
Talent:
To create things of enduring value
To realize a vision
Mediocre vision or execution
Develop artistic control and skill
To create culture, express own vision
Perfectionism, bad solutions
Creativity and imagination
Quiz Profile
