Brand archetypes are confusing, and confusion irks me. So let’s dispel some of it, shall we?  

You might be thinking: What are they? What’s the point? Do they even matter to my audience? How do I figure mine out?

Okay, okay slow down. Let’s start with the basics.

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What are Brand Archetypes?

Brand archetypes are essentially stereotypes (negative connotations notwithstanding). There are 12 main archetypes, all derived from Carl Jung's thoughts on collective consciousness. They are universal characters we can see in stories and culture that help us understand specific traits or qualities about a person or thing.

Here are all 12 (with real world examples):

The Innocent: Coca-Cola – Promotes happiness and simplicity.

The Explorer: Jeep – Encourages adventure and discovery.

The Outlaw: Harley-Davidson – Embodies rebellion and freedom.

The Magician: Disney – Creates magical experiences.

The Hero: Nike – Inspires people to achieve greatness.

The Lover: Chanel – Evokes passion and sensuality.

The Jester: M&M's – Brings joy and fun.

The Everyman: Target – Relatable and accessible to everyone.

The Caregiver: Johnson & Johnson – Focuses on care and protection.

The Ruler: Rolex – Emphasizes control and luxury.

The Creator: Lego – Encourages creativity and innovation.

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What’s the Point of Brand Archetypes?

Because consumers no longer resonate with the features, benefits, and “we’re the best company ever!” mentality, archetypes are used to bring a human quality to the company that the brand represents. With that in mind, each archetype is derived from human qualities, giving each of them specific wants, needs, and goals.

Rolex, for example, is a Ruler Archetype. By applying the human qualities to their brand, Rolex shows us that with their product, we can be like them – elite, in control, and confident. Subconsciously, people do not connect with your company based on features and benefits. They connect with the humanity of your company and how you fit into the story they tell themselves about themselves.

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How to Get Your Audience to Need Your Product or Service Using Archetypes

While brand archetypes are used to bring a human quality to the company that the brand represents, your brand isn't the only thing that needs to feel human. So does your customer.

When you're choosing a target audience, you're likely creating them from specific demographics and behavioral traits. But even with this information, your ideal audience can still feel stale. So how do you sum that up to feel human? And how do you clearly define why your audience needs your brand?

By using archetypes. Duh!

Let's say your brand is a Sage archetype (these tend to be intellectual, teacher-like brands – Google is a good example). And your audience might be someone who is outspoken, brave, entrepreneurial, and wants to do the right thing, so you make them the Hero archetype. Now your brand archetype has another archetype to work with, giving you the ability to understand a defined relationship.

A great relationship example specific to the Sage and Hero is Yoda and Luke Skywalker. By giving Luke the Hero archetype, we can clearly see the need for Yoda's Sage archetype. Without Yoda, Luke would be lost and unable to fulfill his heroic duties. By defining your target's archetype, you can clearly define why they need your brand to continue along their journey.

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How to Identify and Use Your Brand Archetype

Determining your brand archetype (or Archetypal mix) doesn’t have to be all that confusing. You probably have an idea of how your brand resonates with an archetype already. Here’s a simplified process to help you decide on and use your specific archetype:

1. Self-Assessment: Start with an introspective look at your brand. What are your core values, mission, and vision? How do you want your audience to perceive you?

2. Customer Insights: Gather feedback from your customers. How do they see your brand? What words do they use to describe you?

3. Competitor Analysis: Look at your competitors and their archetypes. Understanding where they stand can help you position yourself uniquely in the market.

4. Archetype Selection: Based on what you know (your company + what your target says + who your competition is) research brand archetypes by using an archetype wheel similar to this one. Based on what feels right and true, make your choice. If it seems like 2 might fit, mix it up by assigning a percentage to each. Perhaps you’re 60% Outlaw + 40% Magician. That’s okay. People are a blend of different personality types, so it’s not surprising that most brands are too.

5. Implement: Once you know your archetype (or mix) spread it across your messaging and visuals. If you’re a Hero, your messaging should be bold, inspiring, and courageous. If you’re a magician, you might use mystical and transformative imagery. The more saturated and clear the archetype becomes in your brand, the more your audience will understand what you stand for and why they need you.

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Go Deeper with Brand Archetypes

Brand archetypes help create a deeper emotional connection with your audience. In a crowded marketplace, consumers are bombarded with choices. Brands that can evoke an emotional response stand out. Archetypes help you tap into universal stories and characters that people inherently understand and relate to.

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One more thing

Because brand archetypes might seem silly and pointless, a lot of companies (big and small) ignore them completely. In reality, something so seemingly superfluous (I think I just bested myself in alliteration ha!), can dramatically clarify brand intent and direction.

That’s also why I’ve made it an integral part of my Strategy Sprint Intensive. You can sign up for yours HERE.