Brand Archetype
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
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
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
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
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
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
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
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
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
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
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
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
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
References
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