Brand Archetypes

What are archetypes & where did they come from?

Archetypes are a collectively-inherited unconscious idea, pattern of thought, image, etc., that is universally present in individual psyches

Timeline with photos and book covers showing Carl Jung in 1919, Joseph Campbell's book 'The Hero with a Thousand Faces' in 1949, and Margaret Mark's book 'The Hero and the Outlaw' in 2001, highlighting the development of archetype concepts.

Why do we use them in branding?

To create differentiation within a category. For example: When you’re stuck choosing chocolate at check-out archetypes create mental shortcuts to help you make decisions when faced with many similar options, more like stereotype but much general.

The 12 Archetypes

Pink sun icon with a circular center and eight triangular rays.

The Innocent

Goal:

To be happy

Traits:

Strives to be good, is pure, young, optimistic, simple, moral, romtantic, loyal.

Drawback:

Could be naive or boring.

Examples:

Dove Soap, Coca-Cola, Snow White

Green stylized hiking boot icon with laces and a loop at the heel.

The Explorer

Goal:

Find fulfillment through discovery and new experiences.

Traits:

Restless, adventurous, ambitious, individualistic, independent, pioneering.

Drawback:

Might not fit intro the mainstream.

Examples:

Red Bull, Jeep, Omar Farooq

Illustration of a closed purple book with light purple horizontal lines on the cover.

The Sage

Goal:

To discover the truth and help the world gain more wisdom.

Traits:

Knowledge, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor.

Drawback:

Could be contemptive or too opinionated. Can study issues forever and never act.

Examples:

Google, BBC, University of Bahrain

The Hero

Goal:

Help to improve the world, prove one's worth through courageous and difficult action.

Traits:

Courageous, bold, honorable, strong, confident, inspirational.

Drawback:

Could be arrogant, develop the need for there to always be an enemy.

Examples:

Nike, Ariel Detergent, Ministry of Interior

Yellow stylized skull icon with large eye sockets, a small nose hole, and a rectangular base.

The Outlaw

Goal:

Break the rules and fight authority.

Traits:

Rebellius, iconoclastic, wild, paving the way for change.

Drawback:

To go over to the dark side, criminally.

Examples:

Harley-Davidson, Virgin, Jack Sparrow, Mulan

Blue wizard hat with a light blue star on the front.

The Magician

Goal:

Make dreams come true, create something special.

Traits:

Visionary, charismatic, imaginative, idealistic, spiritual, inventor.

Drawback:

Could take risks that lead to bad outcomes.

Examples:

Disney, Apple, Instagram

Illustration of a handshake between a red and pink hand symbolizing agreement or partnership.

The Regular Guy/Gal

Goal:

To belong or connect with others.

Traits:

Down to earth, supportive, faithful, folksy, person next door.

Drawback:

Could lack a distinctive identity and blend in too much.

Examples:

Toyota, eBay, Kit-Kat

Orange heart shape with rounded edges and lighter highlights on the top right and bottom left.

The Lover

Goal:

Create intimacy, inspire love.

Traits:

Passionate, sensual, intimate, romantic, warm, committed, idealistic.

Drawback:

Could be too selfless or not grounded enough.

Examples:

Victoria's Secret, Hallmark, Galaxy Chocolate, Chanel

Yellow jester hat with three points, each ending in a circle, and diamond-shaped patterns on the band.

The Jester

Goal:

To bring joy to the world.

Traits:

Fun, sense of humor, active, light-hearted.

Drawback:

Could be seen as silly or disrespectful.

Examples:

M&M's, Pepsi, IKEA, Ahmed Sharif

Red stylized hand holding a pink lotus flower icon.

The Caregiver

Goal:

To help others.

Traits:

Caring, Maternal, nurturing, selfless, generous, compassionate.

Drawback:

Being taken advantage of, taken for granted.

Examples:

Heinz, Mothercare, Tamkeen

Green pencil crossed with a paintbrush icon representing creativity.

The Creator

Goal:

Create something with meaning and enduring value

Traits:

Creative, imaginative, artistic, inventive, entrepreneurial, non-conforming.

Drawback:

Could be perfectionistic or impractical.

Examples:

Lego, Adobe, Limefish

Stylized purple crown with five pointed spikes and five gemstone shapes at the base

The Ruler

Goal:

Control, create order from chaos.

Traits:

Leader, responsible, organized, role model, administrator.

Drawback:

Could lack a common connections; be too authoritative, controlling.

Examples:

Microsoft, National Bank of Bahrain, Batelco

Infographics

Pop Culture Cheat Sheet chart showing universal human desires and archetypes with examples from Disney Princesses, The Hunger Games, and X-Men characters.

References

https://brandpersonalities.com.au

https://www.lucidpress.com/blog/brand-archetypes-which-12-fit-your-brand?source=blog

https://blog.printsome.com/the-power-behind-brand-archetypes-infographic/

https://iconicfox.com.au/brand-archetypes/

https://woven.agency/blog/12-brand-archetypes/