You’ll probably hear me say this often but, a brand is so much more than just a logo and while the logo design process happens to be one of my favorite processes within developing a brand; it’s not the first, the second, or third step. Branding is much more and one of the first things you should actually do is establish your brand’s archetype to build a more personal and relatable experience for your consumers.
In this blog post, we will define the 12 Brand Archetypes and outline the best strategy for each.
What are brand archetypes?
Brand archetypes are frameworks introduced by Carl Jung. The 12 archetypes are used today to help humanize brands to make them more identifiable and relatable to their target market.
How do brand archetypes enhance your business?
Brand archetypes define the structure of a brand and strengthen the relationship between it and its consumers.
The 12 Archetypes:
1. The Innocent: Safety
The innocent exhibits happiness and positivity with an optimistic outlook on life.
Strategy Approach: Prioritizes happiness and safety for everyone.
Innocent Industries Include:
+ Beauty and Skin Care
+ Natural / Organic
+ Fresh Food
2. The Everyman: Belonging
The Everyman aspires to belong and connect. They do not like to stand out in a crowd but rather blend in.
Strategy Approach: Build a strong community.
+ Standing out
Everyman Industries Include:
+ Home / Family life
+ Comfort Foods
+ Everyday Apparel
+ Automobile (family / everyday)
3. The Hero: Mastery
The hero works hard to prove their worth and ability to the world. They are not only focused on proving themselves to others but themselves as well.
Strategy Approach: Prove them wrong.
Hero Industries Include:
+ Sports Equipment
+ Outdoor / Tactical Equipment
+ Emergency Trade Services (Plumbing, Electricity, Locksmiths, Mechanic)
4. The Outlaw: Revolution
Outlaws are rebellious and known for questioning authority. The disruptive and rebellious brand archetype aims to go against the status quo.
Strategy Approach: Go against the status quo.
+ Being Accepted
Outlaw Industries Include:
+ Automobile ( motorcycles and fast cars)
+ Destruction Tools
+ Alternative Apparel
+ Body Art
5. The Explorer: Freedom
The Explorer has the drive to push outside of comfort zones and conforming to everyday life. Explorers love a challenge and value the journey or process it takes to complete a task or project.
Strategy Approach: Enjoy the journey.
+ the unknown
+ self discovery
Explorer Industries Include:
+ Outdoor Equipment
+ Extreme Sports
+ Adventure and Travel
6. The Creator: Innovation
The creator is imaginative, inventive driven to bold things with meaning and value.
Strategy Approach: Define the creative process and inspire self-expression.
Creator Industries Include:
+ Information Technology
7. The Ruler: Control
The Ruler creates order from chaos; they are always in control, responsible, and organized in whatever they set out to do.
Strategy Approach: Work hard, play hard.
Ruler Industries Include:
+ Formal Wear Apparel
+ Watch Manufacturers
8. The Magician: Power
Magicians strive to make dreams come true and prove that we are only limited by our imagination.
Strategy Approach: Transformation
Magician Industries Include:
+ Health / Well-Being
9. The Lover: Intimacy
The lover creates intimate moments and inspires love, passion, and commitment.
Strategy Approach: Reaffirm beauty.
Lover Industries Include:
+ Indulgent Food
10. The Caregiver: Service
The Caregiver protects and cares for others and is compassionate and nurturing.
Strategy Approach: Help those in need for the greater good.
Caregiver Industries Include:
+ Health & Aged Care
11. The Jester: Pleasure
The Jester is all about having fun and bringing humor to the world.
Strategy Approach: Make them laugh.
Jester Industries Include:
+ Mens Care
12. The Sage: Understanding
The Sage is committed to helping the world gain deeper insight and wisdom.
Strategy Approach: Light the path to wisdom
Sage Industries Include:
+ Schools and Universities
+ Media and News Networks
Brand Archetypes can be a game-changer for your brand if you choose the correct one for your business and implement the proper strategy. Each archetype represents a personality or human characteristic that you can use to build a stronger relationship with your audiences and strengthen trust between your brand and its consumers.