Leveraging the 12 brand archetypes gives marketers direction for creating a cohesive and resonant brand identity.
Each of the 12 brand archetypes incorporates distinct characteristics that help connect brand values and emotions to target audiences. Let's take a closer look at each brand archetype and the extraordinary brands that embody them.
The innocent archetype evokes a sense of purity, simplicity, and overall goodness. This brand archetype aims to evoke feelings of optimism, happiness, and nostalgia in the target audience. An example of the innocent brand strategy in action is Coca-Cola.
They are often associated with the innocent brand archetype because their marketing campaigns focus on the simple joys of life, togetherness, and joy.
The everyman brand archetype is all about relatability. With a focus on down-to-earth values and connecting with regular people, this archetype model emphasizes being genuine and approachable. It aims to have target audiences easily envision themselves within the context of the brand.
IKEA embodies the everyman archetype, offering affordable, practical, and simple solutions for everyday living. The IKEA brand is both accessible and relatable.
Characterized by bravery, the hero archetype often involves a journey or quest. This archetype conveys triumph over adversity and the desire to make a positive impact in the world.
Nike is a classic example of the hero brand archetype. By encouraging individuals to strive for greatness and "just do it" to overcome challenges, Nike is the epitome of the hero brand strategy.
The caregiver brand archetype creates a brand identity centered around nurture, compassion, and helping others. The underlying tones of the caregiver archetype are empathy and support.
One of the most well-known caregiver brands is Johnson & Johnson, emphasizing products that promote health, overall well-being, and care for families.
Symbolizing adventure and curiosity, the explorer brand archetype encourages individuals to break free from the ordinary. This brand archetype evokes feelings of discovery and forging one's own path.
The North Face is a brand that exemplifies the explorer brand archetype. The brand's main mission is to promote outdoor exploration and a sense of adventure which enables them to connect with like-minded individuals.
The rebel brand archetype is defined by nonconformity and independence. It is manifested in a desire to challenge the status quo and usually seeks to disrupt the status quo.
Apple embraced the rebel brand archetype by seeking to disrupt established norms in the tech industry. By positioning itself as a brand that challenges traditional technology and design, Apple becomes a symbol of the rebel archetype.
Feelings of intimacy and passion are manifested in lover brand archetypes. The lover brand strategy seeks to create strong emotional bonds with target audiences. Lover brand messaging is typically more delicate and romantic. Victoria's Secret has developed a brand personality emblematic of the lover archetype by leveraging a sense of romance and sensuality in its marketing campaigns.
Innovation and imagination define the creator brand archetype. This archetype emphasizes bringing new ideas to life through originality and self-expression.
A brand that has full-heartedly embraced the creative process is LEGO. As one of the most celebrated creator brands, LEGO takes creativity and imagination to the next level through its building block toys and innovative approach.
When you think about lighthearted and fun brands, the jester archetype stands top of mind. Jester brands leverage humor, spontaneity, and the desire to entertain in their marketing and advertising campaigns.
The jester archetype seeks to make people laugh. Think about M&M's commercials—they are full of child-like humor and colorful characters to create entertaining stories within advertising.
The sage brand archetype encompasses wisdom, knowledge, and a dedication to understanding the world. The sage brand strategy seeks to guide and educate audiences, making it easier to navigate through complex topics and challenges.
Google is often associated with the sage brand archetype as the brand designed its entire model off of its search engine. Enlightenment is just a Google search away.
Magic, transformation, turning dreams into a reality—these are the whimsical attributes of the magician brand archetype.
By creating a sense of enchantment, the magician brand strategy aims to create magical experiences for customers. Who could embody the magician brand archetype better than the founder of magic itself, Disney.
The ruler archetype portrays authority and leadership. Ruler brands build a sense of responsibility, control, and order. A brand often associated with the ruler archetype is Rolex, representing luxury, precision, and a relentless commitment to excellence.