Brand Archetypes: The Guiding Light for Powerful Branding

Brand archetypes, a concept used in marketing for decades, are becoming increasingly important in the crowded modern economical landscape. What is an archetype, though? Where did this idea come from? Where can you sign up for one?

The concept of brand archetypes as we know it today emerged after World War II. In 1955, Marlboro launched one of the first identity-based marketing campaigns with the Marlboro Man, a rugged and touch American cowboy, the archetypal strong masculine man. Marlboro cigarette sales skyrocketed almost immediately following the launch of the campaign.

Now, let’s delve into the Brand Archetypes, what personalities they represent, industries we can see them used, marketing strategies and examples.

1. The Innocent

The Innocent archetype embodies purity, optimism, youth and simplicity. The objective of brands embodying this archetype is to bring joy and comfort to all.

• Emotions: Happiness, optimism, purity, nostalgia;
• Objective: To experience paradise and live happily ever after;
• Drawbacks: Can be seen as naive, childish, or out-of-touch;
• Fears: Doing something wrong, being corrupted;
• Ideal Industries: Food, beauty, family products, travel;
• Examples: Coca-Cola, Cheerios, Disneyland.

Marketing strategy: Wholesome, simple, natural, feel-good, positive messaging to create feelings of purity, safety and nostalgia.

2. The Ruler

The Ruler archetype is authoritative, prestigious and influential. Its objective is to attain power, control and lead others.

• Emotions: Power, control, prestige, authority;
• Objective: To attain power, control and lead others;
• Drawbacks: Can be seen as arrogant, manipulative, or oppressive;
• Fears: Chaos, being overthrown, losing control;
• Ideal Industries: Luxury, finance, technology, media;
• Examples: Rolex, Mercedes-Benz, Microsoft.

Marketing Strategies: Sophisticated, elegant visuals and messaging that convey power, status and control. They highlight their ability to provide order, stability and success.

Want to see the other 10 archetypes in action? Go to our website here and continue learning about this powerful marketing strategy, as well as how to find your own guiding light of branding.