Discover Your Brand Archetype


Resourceful and inventive Modest and humble True and trustworthy Innovative and visionary Lively and loving Self-sustaining and sure Extraverted and fun Clever and ingenious Kindhearted and empathic Intelligent and sharp Diplomatic and insightful Reliable and diligent


If our organisation were a person:

Which of the following mottos best represent your organisation?

What would be your organisation’s biggest fear? Losing power Trying something new and failing Not understanding the market properly Customers rejecting your services Doing the same things, year in, year out Letting your customers down A competitor taking your #1 spot Losing the power to innovate Doing something wrong that results in legal proceedings Conforming and ending up the same as everyone else Being seen as boring Your actions having negative consequences for customers

Our customers would say that we were: Instrumental to their success Knowledgeable and wise Sincere and honest Like a good friend to them Good at doing things differently Miracle workers Helpful and service-minded The best in our field Straightforward and trustworthy Pioneers A brand that makes life brighter Innovative

7/9 If your organisation was a character, who would it be? Casanova Captain Kirk King Arthur A Disney Princess Merlin Robin Hood Donkey, from Shrek Homer Simpson Yoda Mr Squiggle Mother Theresa James Bond

What differentiates our organisation from others is: Our ability to create change Our ability to create relationships That we do things in a dramatically different way Our values Our ingenuity and entrepreneurship The way we support our customers Our creative spark Our prestige Our principles Our insight How much fun we are Our ability to provide for others

Our leaders believe: We have a responsibility We are agents of transformation Our job is to blaze a new trail In the importance of relationships That creativity is what sets us apart That our knowledge and experience sets us apart Our job is to make the world a better place for everyone That we're all equal That we have to be the best That we'll be judged by our ethics That we should be the change we wish to see in the world That life is a journey. Make it fun

2/9 Our organisation helps people... Make the world better Express themselves Take control Express their outrageous side Learn and grow Help others Transform situations Pioneer new methods Shake things up Build connections Feel like they belong Inspire change

You are here: Home / Idea Center / Branding / Branding 101: 12 Brand Archetypes Branding 101: 12 Brand Archetypes Marketing Ideas 12 Brand Archetypes What is a brand archetype? Archetypes are a concept originally conceived by famed Swiss psychologist, Carl Jung. In marketing, a brand archetype is a genre you assign to your brand, based upon symbolism. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify. Remember: You have a personal brand you show to the world. You have the power to define your personal brand, just as you define an organization’s brand. Comment! As you read through these 12 brand archetypes, decide which applies to you or your organization. Share your findings in the comments! marketing ideas ebook divider Brand Archetype #1: The Sage Quote: “The sage wears clothes of coarse cloth but carries jewels in his bosom; He knows himself but does not display himself; He loves himself but does not hold himself in high esteem.” ~ Lao Tzu Motto: The truth will set you free. Driving desire: to find truth Goal: to use intelligence and analysis to understand the world Biggest fear: being duped, misled—or ignorance. Strategy: seeking out information and knowledge; self-reflection and understanding thought processes Weakness: can study details forever and never act Talent: wisdom, intelligence Also known as: expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative, guru Sage archetypes in the wild: provide expertise or information to customers encourage customers to think based on new scientific findings or esoteric knowledge supported by research-based facts differentiate from others whose quality or performance is suspect Archetype examples: BBC, CNN, Gallup, PBS marketing ideas ebook divider Brand Archetype #2: The Innocent Quote: “Innocence is always unsuspicious.” ~ Joseph Joubert Motto: We are young and free. Driving desire: to get to paradise Goal: to be happy Greatest fear: to be punished for doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: faith and optimism Also known as: utopian, traditionalist, naive, mystic, saint, romantic, dreamer Innocent archetypes in the wild: offer a simple solution to a problem associate with goodness, morality, simplicity, nostalgia or childhood low or moderate pricing companies with straightforward values differentiate from brands with poor reputations Archetype examples: Dove soap, Ben & Jerry’s ice cream marketing ideas ebook divider Brand Archetype #3: The Explorer Quote: “Exploration is really the essence of the human spirit.” ~ Frank Borman Motto: Don’t fence me in. Driving desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more authentic, more fulfilling life Biggest fear: getting trapped, conformity, and inner emptiness Strategy: journey, seeking out and experiencing new things, escape from boredom Weakness: aimless wandering, becoming a misfit Talent: autonomy, ambition, being true to one’s soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim Explorer archetypes in the wild: helps people feel free, nonconformist or pioneering rugged and sturdy or for use in the great outdoors or in dangerous settings can be purchased from a catalog or on the Internet help people express their individuality can be purchased for consumption on the go differentiate from a successful regular guy/gal brand or conformist brand culture that creates new and exciting products or experiences Archetype examples: Indiana Jones, Jeep, Marlboro marketing ideas ebook divider Brand Archetype #4: The Ruler Quote: “He who is to be a good ruler must have first been ruled.” ~ Aristotle Motto: Power isn’t everything, it’s the only thing. Driving desire: control Goal: create a prosperous, successful family or community Strategy: exercise power Greatest fear: chaos, being overthrown Weakness: being authoritarian, unable to delegate, out of touch with reality Talent: responsibility, leadership Also known as: boss, leader, aristocrat, king, queen, politician, role model, manager or administrator Ruler archetypes in the wild: high-status product or service used by powerful people to enhance their power make people more organized offer a lifetime guarantee empower people to maintain or enhances their grip on power has a regulatory or protective function moderate to high pricing differentiate from populist brands or clear leaders in the field market leaders offering a sense of security and stability in a chaotic world Archetype examples: IBM, Microsoft marketing ideas ebook divider Brand Archetype #5: The Creator Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw Motto: If you can imagine it, it can be done. Driving desire: to create things of enduring value Goal: to realize a vision Greatest fear: mediocre vision or execution Strategy: develop artistic control and skill Task: to create culture, express own vision Weakness: perfectionism, bad solutions Talent: creativity and imagination Also known as: artist, inventor, innovator, muse, musician, writer or dreamer Creator archetypes in the wild: promote self-expression, give customers choices and options, help foster innovation or is artistic in design creative fields like marketing, public relations, the arts, or technological innovation differentiate from “do-it-all” brands that leave little room for the imagination “do-it-yourself and save money” approach customer has the time to be creative organization with a creative culture Archetype examples: Lego, Sony, Crayola marketing ideas brand archetype divider Brand Archetype #6: The Caregiver Quote: “When you’re a caregiver, you need to realize that you’ve got to take care of yourself, because—not only are you going to have to rise to the occasion to help someone else—but you have to model for the next generation.” ~ Naomi Judd Motto: Love your neighbor as yourself. Driving desire: to protect and care for others Goal: to help others Greatest fear: selfishness and ingratitude Strategy: doing things for others Weakness: martyrdom, being exploited Talent: compassion, generosity Also known as: saint, altruist, parent, helper, supporter Caregiver archetypes in the wild: give customers a competitive advantage support families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials) serve the public sector, e.g. health care, education, aid programs and other caregiving fields help people stay connected with and care about others help people care for themselves likely a non-profit or charitable cause Archetype examples: Mother Teresa, Johnson’s Baby Shampoo marketing ideas ebook divider Brand Archetype #7: The Magician Quote: “Dream no small dream; it lacks magic. Dream large. Then make the dream real.” ~ Donald Wills Douglas Motto: I make things happen. Driving desire: understanding the fundamental laws of the universe Goal: to make dreams come true Greatest fear: unintended negative consequences Strategy: develop a vision and live by it Weakness: becoming manipulative Talent: finding win-win solutions, making the complex appear simple Also known as: visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man Magician archetypes in the wild: promise to transform customers product or service is transformative may have a new-age quality consciousness-expanding user-friendly or contemporary spiritual connotations medium to high pricing Archetype examples: Disney, Dreamscape Multimedia, Oil of Olay marketing ideas ebook divider Brand Archetype #8: The Hero Quote: ”A hero has faced it all; he need not be undefeated, but he must be undaunted.” ~ Andrew Bernstein Motto: Where there’s a will, there’s a way. Driving desire: to prove one’s worth through courageous acts Goal: expert mastery in a way that improves the world Greatest fear: weakness, vulnerability, being a “chicken” Strategy: to be as strong and competent as possible Weakness: arrogance, always needing another battle to fight Talent: competence and courage Also known as: warrior, crusader, rescuer, superhero, savior, soldier, dragon slayer, the winner and the team player Hero archetypes in the wild: inventions or innovations that will have a major impact on the world help people be all they can be solve a major social problem or encourage others to do so have clear opponent you want to beat underdog or challenger brands products and services that are strong and help people do tough jobs exceptionally well differentiate from competitors with problems following through or keeping their promises (“brand enemy” positioning) customers see themselves as good, moral citizens Archetype examples: Nike, Superman marketing ideas ebook divider Brand Archetype #9: The Outlaw Quote: “Love is the ultimate outlaw. It just won’t adhere to any rules. The most any of us can do is sign on as its accomplice.” ~ Tom Robbins Motto: Rules are made to be broken. Driving desire: revenge or revolution Goal: to overturn what isn’t working Greatest fear: to be powerless or ineffectual Strategy: disrupt, destroy, or shock Weakness: crossing over to the dark side, crime Talent: outrageousness, radical freedom Also known as: rebel, revolutionary, wild man, the misfit, or iconoclast Outlaw archetypes in the wild: appeal to customers or employees who feel disenfranchised from society help retain values that are threatened by emerging ones pave the way for revolutionary new attitudes low to moderate pricing break with industry conventions Archetype examples: Harley-Davidson, Apple marketing ideas ebook divider Brand Archetype #10: The Lover Quote: “A true lover always feels in debt to the one he loves.” ~ Ralph W. Sockman Motto: You’re the only one. Driving desire: intimacy and experience Goal: being in a relationship with the people, work and surroundings they love Greatest fear: being alone, a wallflower, unwanted, unloved Strategy: to become more and more physically and emotionally attractive Weakness: outward-directed desire to please others at risk of losing own identity Talent: passion, gratitude, appreciation, and commitment Also known as: partner, friend, intimate, enthusiast, sensualist, spouse, team-builder Lover archetypes in the wild: help people belong, find friends or partners help people have a good time low to moderate pricing freewheeling, fun-loving organizational structure differentiate from self-important, overconfident brands Archetype examples: Victoria’s Secret, Lady Godiva marketing ideas ebook divider Brand Archetype #11: The Jester Quote: “Cheerfulness is the best promoter of health and is as friendly to the mind as to the body.” ~ Joseph Addison Motto: You only live once. Driving desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Greatest fear: being bored or boring others Strategy: play, make jokes, be funny Weakness: frivolity, wasting time Talent: joy Also known as: fool, trickster, joker, practical joker or comedian Jester archetypes in the wild: give people a sense of belonging help people have a good time low to moderate pricing fun-loving companies differentiate from self-important, overconfident established brands Archetype examples: Motley Fool, Muppets marketing ideas ebook divider Brand Archetype #12: The Regular Guy/Girl Quote: “I understand the common man because I understand me in that regard, at least.” ~ Vince McMahon Motto: All men and women are created equal. Driving desire: connecting with others Goal: to belong Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues, be down to earth, the common touch Weakness: losing one’s own self in an effort to blend in or for the sake of superficial relationships Talent: realism, empathy, lack of pretense Also known as: good old boy, everyman, the person next door, the realist, the working stiff, the solid citizen, the good neighbor, the silent majority Regular Guy or Girl archetypes in the wild: giving people a sense of belonging offers everyday functionality low to moderate pricing solid companies with a down-home organizational culture differentiate from elitist or higher-priced brands Archetype examples: Home Depot, Wendy’s Not sure which brand archetype applies to you or your organization?