Understanding Basic Brand Archetype Theory
Archetypes originated from Swiss psychiatrist Carl Jung, who said that in all of the stories ever told by man, there are a number of familiar journeys or characters that are archetypal.
Psychological archetypes are therefore universal concepts that are embedded in humanity’s conscious and their subconscious thought. They can stimulate us emotionally and psychologically.
Branding is how people feel about you, your products and services at a gut level. Since brands are like people, we can explore them in the same way we explore ourselves, and develop unique insights and approaches to brand positioning and strategy.
Archetypal branding allows you to research and uncover who you are at a deep level, and anchor your brand behaviour to the beliefs that are already embedded within humanity’s perception of that archetype. The more you can align your brand with the archetype and its related behaviour, the more trustworthy and cohesive your brand will become.
Internally, by understanding and using your archetype as a guiding framework for your brand, strategies and decisions will come more naturally, communication will be easier, and valuable ideas and energy will flow.
The above chart aims to highlight the 12 archetypes based on Carl Jung’s Archetype theory.
STRUCTURE – THE GOOD - PROVIDE SERVICE TO OTHERS AND STRUCTURE TO THE WORLD
the caregiver
Goal
To help as many people as possible. Help and serve others.
Characteristics
guardian, healer, samaritan, selfless, generous, compassionate, servant, welcoming, protector
Brand example
The Salvation Army – Providing disaster relief and humanitarian aid, The Salvation Army are the Caregiver archetype. They are driven by the desire to meet the needs of others by protecting, serving and being a part of the greater healing process.
the ruler
Goal
To achieve success and influence. Motivated by a desire to help the world, they lead others with confidence and determination. Rulers believe that chaos will ensue if they fail to take control, and therefore are great at creating and maintaining rules and regulations.
Characteristics
successful, respected, systematic, powerful, authoritative, confident, dogmatic, sophisticated, influential
Brand example
Qantas – Like with any airline, you want something reliable and systematic to get you from A to B. Their tone of voice is formal and concise, so that you feel like Qantas is on top of things at all times, whilst you enjoy a seamless travel experience.
the creator
Goal
To create something new and imaginative. To imagine, ideate and create. To realise a vision, hone artistic skill, express themselves and promote individuality.
Characteristics
creative, expressive, composer, imaginative, artistic, innovative, inspiring, unique, inventive
Brand example
Lego – The Creator is all about self-expression, fostering real innovation and beauty. Lego’s motto is to “Inspire and develop the builders of tomorrow”, meaning that all the possibilities are seemingly endless. Lego is here to champion creativity by providing a product that unlocks your potential.
INDEPENDENCE – THE TRUE - DISCOVER AND FURTHER HUMAN KNOWLEDGE, YEARN FOR THE IDEAL
the innocent
Goal
To get back to basics and keep things natural. Return to simple pleasures and to find and create happiness. Spread optimism, simplify and purify life.
Characteristics
simplistic, optimistic, faithful, tranquil, pure, idealistic, aspirational, virtuous, wholesome
Brand example
Nudie Juice – These “creators of good” carry an easy-going tone of voice that keeps the Nudie brand simple and sweet. The product is always presented in a clear and minimal way, you’ll never have to double-take to understand what they are trying to share with you.
the sage
Goal
To find and share the truth. This is a brand that wants to understand the world and further human knowledge. The Sage is truly gifted at collecting and disseminating unique information that can make a difference in our lives. They aim to contribute value.
Characteristics
thinker, analyst, knowledgeable, reflective, teacher, intelligent, perceptive, empathetic, inquisitive, wise
Brand example
National Geographic – Guaranteed to give you intimate access to cultures and adventures from Australia and around the world, National Geographic creates content that offers an angle of a story you couldn’t typically get to on your own. Their storytelling is framed in such a way that appeals to the curious, those that are hungry to learn and the ones who pursue an outward focus on life.
the explorer
Goal
To create more freedom for you and your customers. Learn about yourself and the world through experience and adventure to experience a better, more authentic and more fulfilling life.
Characteristics
autonomous, ambitious, independent, adventurer, free, unlimited, seeker, pioneer, resourceful
Brand example
The North Face – They say that they are named after “the coldest, most unforgiving side of a mountain” and that their purpose is to equip explorers to reach the most unfathomable heights. The North Face brand makes you feel like they can enable you to test the limits and live the adventure. Created for explorers, by explorers.
CHANGE – THE HEROIC – LEAVE A MARK ON THE WORLD AND ACHIEVE THE IMPOSSIBLE
the outlaw
Goal
To buck the status quo and pursue innovation through revolution and rule-breaking. The Rebel encourages us to toss aside outdated norms, regulations and values so that we can create new ones that make more sense.
Characteristics
liberator, revolutionary, innovator, radical, challenger, freethinker, non-conformist, disrupter, reformer
Brand example
Harley Davidson – With the promise to fulfil another’s dreams of personal freedom, a sense of liberation is one of the most powerful messages translated throughout the Harley Davidson brand. To be associated with them is to be a guaranteed risk-taker and have an unconventional edge. Their imagery is dark but warm, like a sunrise or sunset.. it’s hardworking with an all-in mentality. The tone of voice is always an absolute/bold statement, full of belief and with revolution in mind.
the magician
Goal
To transform lives and make dreams come true. Skilled at promoting faith and wonder, and mind over matter, the Magician is involved with understanding and mastering the way that the world works.
Characteristics
transformer, innovator, visionary, believer, inspirational, fascinating, changer, spirited, engineer
Brand example
Disney – Enchanting at a glance, Disney has never failed to tell a story that makes you believe in the character’s potential. The imagery is often magical, colourful and emotive, focusing on the protagonist who is posed in a way that shines light on their relatable but inspirational characteristics. When encountering Disney at any level, people commonly say that they feel like a kid again and that it’s a place where dreams do come true.
the hero
Goal
To overcome all obstacles, and they are willing to sacrifice to do so. The Hero is here to motivate others to be better themselves and exert their mastery in a way that improves the world. A goal-oriented brand that delivers results instead of excuses.
Characteristics
competent, disciplined, strong, responsive, solver, proactive, persistent, heroic, motivated
Brand example
Nike – “Just do it” is as iconic as a tagline gets. Nike swoops in to provide products, services and experiences that represent a message that says, ‘if you have a body, you are an athlete’. Hustling towards developing your inner and physical strength is displayed across all their marketing and communications from TV commercials to billboards.
BELONGING – THE CONNECTOR – CONNECT WITH OTHERS
the lover
Goal
To enjoy life passionately. Love is all you need, passion for life. Be in a relationship with people.
Characteristics
passionate, social, expressive, emotional, sensualist, seducer, attractive, charismatic, intimate
Brand example
Victoria’s Secret – If you’re a follower of Victoria’s Secret, you are referred to as an Angel or Bombshell and if that doesn’t have you enamoured, their inviting and sensual product imagery will do the trick. Their purpose is to bring beauty and fantasy into every woman’s life and wardrobe. The Victoria’s Secret brand represents a reflection of what a woman feels, within her most intimate relationship.
the entertainer
Goal
To make people laugh and enjoy the moment. To be liked through performance, humour and fun. To have a great time and lighten up the world – get others to enjoy life to the fullest.
Characteristics
humorous, spontaneous, joyous, entertainer, present, charismatic, fun-loving, energetic, enthusiastic
Brand example
M&Ms – The infamous yellow and red M&M duo are there to give you a laugh every time they grace the screen or page. The M&M personality is reflected in their product by using story-telling cartoon characters, whose purpose is to entertain and give the audience a fun experience from all aspects of brand interaction.
the everyman
Goal
To build and be part of a community of like-minded souls. The Everyman is humble, hard-working and accepting. They relate to others as an equal, a comrade and a friend. They are happiest in a crowd, fitting in and rejoicing in commonality.
Characteristics
democratic, honest, empathetic, down-to-earth, realistic, understanding, accepting, humble, hard-working
Brand example
Ikea – The idea behind Ikea is to be, “for the many people”. This Everyman brand is purposed to serve your average joe in a relatable, easy-going way. Ikea have expressed their Everyman brand characteristics through many touch points in the business, from the affordable price of the DIY furniture to the infamous meatballs served at the cafe.