WHAT IS A BRAND ARCHETYPE?
Just as fictional characters are written according to broadly defined paradigms that help us understand their actions, a brand archetype is a way of presenting a brand — its symbology, values, behaviours, messages — as a persona, thus making it more recognisable and relatable to target audiences.
THE MAGICIAN
As a brand archetype, Magicians make dreams come true and — hey presto — make problems disappear. They do things, both big and small, that amaze and transform.
THE CREATOR
The Creator has a vision, a way they feel the world should be, and they want to create an enduring product that turns that vision into reality.
THE RULER
The Ruler seeks to eliminate uncertainty by taking control. They like to follow rules but, even better, they like to make them.
THE LOVER
Who says romance is dead? Not the Lover, that’s for sure, who inspires closer relationships through sensuousness and seductiveness.
THE CAREGIVER
Caregivers live to give. They’re motivated by compassion and want to make people feel secure and nurtured.
THE JESTER
The class clown, the office joker – we’ve all known one in our time. And, crucially, we all remember them. They want to have fun, to lighten the mood by connecting with their inner child.
THE SAGE
The Sage brand archetype believes that the truth will set you free. They are driven by the desire for truth and knowledge and use them to make the world a better place by sharing their findings.
THE EXPLORER
Explorers are independent thinkers, forging new paths to find purpose in life – and to change it in the process. They are often individualistic in outlook but their clear, strong vision inspires others to join them.
THE REBEL
Unlike the Explorer, who disregards rules as a by-product of their behaviour, the Rebel actively seeks to rip up the rulebook.
THE HERO
The Hero turns a brand into a story of triumph over adversity. So that a company like Nike isn’t seen as a seller of trainers but as a transformative device that helps people achieve their full potential.
THE EVERYMAN
The Everyman is your salt-of-the-earth type: non-pretentious, relatable, wholesome, comfortable. The Everyman values hard work, common sense, reliability and authenticity.
THE INNOCENT
The promise of the Innocent brand archetype is one of simplicity bordering on naivety. The Innocent looks at the world through the lens of a child, seeing wonder, fun and happiness at every turn, and hoping to pass that good feeling on through their work.
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