Brand archetypes are a powerful tool for brand development and marketing. They help businesses create a distinct and memorable brand identity by tapping into universal human desires and emotions. In this article, we will explore the concept of brand archetypes, their significance, and how to use them in your approach to designing a new brand.
What are Brand Archetypes?
Brand archetypes are a set of 12 universal character types or personas that represent different aspects of human nature. These archetypes were developed by Carl Jung, a Swiss psychiatrist and psychoanalyst, who believed that the collective unconscious of humanity is made up of a series of archetypes. In the world of branding, these archetypes have been adapted and applied to create a set of character types that can be used to define a brand's personality.
Each archetype represents a specific set of values, characteristics, and emotions that resonate with consumers. By identifying which archetype your brand aligns with, you can create a strong and consistent brand identity that connects with your target audience.
- The Innocent: represents purity, simplicity, and optimism. Brands that align with this archetype include Coca-Cola, Dove, and Innocent Drinks.
- The Explorer: represents adventure, freedom, and discovery. Brands that align with this archetype include Jeep, Patagonia, and The North Face.
- The Sage: represents wisdom, knowledge, and insight. Brands that align with this archetype include Google, The New York Times, and Harvard University.
- The Hero: represents courage, strength, and triumph. Brands that align with this archetype include Nike, Adidas, and Red Bull.
- The Outlaw: represents rebellion, freedom, and individualism. Brands that align with this archetype include Harley-Davidson, Diesel, and Jack Daniel's.
- The Magician: represents transformation, vision, and creativity. Brands that align with this archetype include Apple, Disney, and TED.
- The Regular Guy/Girl: represents authenticity, approachability, and honesty. Brands that align with this archetype include McDonald's, Budweiser, and IKEA.
- The Lover: represents passion, romance, and sensuality. Brands that align with this archetype include Victoria's Secret, Chanel, and Godiva.
- The Jester: represents humor, playfulness, and irreverence. Brands that align with this archetype include M&M's, Old Spice, and Skittles.
- The Caregiver: represents compassion, nurturing, and kindness. Brands that align with this archetype include Johnson & Johnson, UNICEF, and St. Jude Children's Research Hospital.
- The Creator: represents innovation, imagination, and self-expression. Brands that align with this archetype include LEGO, Adobe, and Moleskine.
- The Ruler: represents power, control, and authority. Brands that align with this archetype include Mercedes-Benz, Rolex, and American Express.
How to Use Brand Archetypes in Your Approach to Designing a New Brand
- Identify Your Brand's Values and Characteristics: Start by defining your brand's values, personality, and characteristics. This will help you identify which archetype your brand aligns with.
- Research Your Target Audience: Conduct market research to understand your target audience's values, beliefs, and aspirations. This will help you identify which archetypes are most likely to resonate with them.
- Select Your Brand Archetype: Once you have identified your brand's values and your target audience's values, select the archetype that best represents your brand's personality and resonates with your target audience.
- Develop Your Brand Identity: Use your brand archetype as a guide to develop your brand identity. This includes your brand name, logo, tagline, colors, typography, imagery, and tone
My next article will look at each of the types individually and explore more about them...
