All About Archetypes
Did you know that brands have different personalities, just like we do? Well, maybe not just like we do...
Even though we might not consciously think about it, we assign personalities to brands in our minds. These perceptions are guided by the companies’ branding, messaging, missions, and more! (Which is why nailing your brand strategy is so important!)
Think about one of your favorite brands. What words come to mind?
A big one is probably: Authentic.
Authenticity used to be a brand differentiator, but now it’s a necessity. We expect the brands we support to be honest and authentic about the personas they portray and don’t want to feel like they’re pandering to us or trying too hard to gain our dollars.
You might also think of words like fun, quirky, laid back, serious, creative, unique, or something else the brand makes you feel.
The descriptors that we use to categorize companies we interact with build brand personalities in our mind. Commonly called Brand Archetype, these personalities are a set of 12 recognized traits & character types that a brand can embody.
Each of the 12 brand archetypes are driven by different missions, desires, voices, and messaging that helps develop a meaningful connection with customers based on what the brand represents and what drives their mission & values.
The 12 Brand Archetypes
The Outlaw
Driven by liberation & independence Outlaws, are rebellious & look for ways that disrupt the status quo.
Think: Harley Davidson.
The Magician
Magicians dare to dream. They have bold visions and use their knowledge to work towards discovery & transformation.
Think: Disney & Dyson
The Hero
Driven & Brave, Hero brands promote the idea of personal growth & perseverance
to achieve a level of mastery.
Think: Nike
The Lover
Appealing to a sense of luxury & beauty, Lover brands are usually lifestyle brands that evoke feelings of affection & love.
Think: Chanel
The Jester
Brands with Jester personalities have become more popular in recent years. They’re playful, full of humor, and don’t take themselves too seriously.
Think: Old Spice
The Everyman
The Everyman can often be taken for granted based on how frequently we interact with these brands; they’re accessible and inclusive.
Think: Target
The Caregiver
A service driven personality type, Caregiver brands are fueled by a mission to take care of others, and our planet.
Think: Toms
The Ruler
Unlike the Caregiver, the Ruler promotes inward thinking, and aspire to be a symbol that is associated with to power and status.
Think: Rolex
The Creator
Driven by the need to innovate, Creator brands are focused on self-expression through imagination and creation.
Think: Lego
The Innocent
Similar to the Creator, the Innocent cares about others, seeking a way to use holistic ingredients and spreading honesty & positivity.
Think: Dove soap
The Sage
A constant seeker of knowledge, Sages look to learn and educate others by promoting the sharing of wisdom and information.
Think: Google
The Explorer
Adventurers at heart, Explorers thrive on exploration and discovering the unknown. The journey is often more important than the end result.
Think: Patagonia
Business Implications
Now that we’ve taken a high-level look at the different personalities brands can embody, it’s time to talk about why you’re here—how do archetypes affect you as a business owner
There are two main ways that archetypes are a relevant part of your brand strategy:
The first is to help you mentally separate who you are as an individual from who your company is.
The second is to help build a foundation for your brand strategy that will cultivate meaningful relationships with your customers.
It's easy as a business owner to fall into the trap of making branding decisions based on your personal aesthetic and likes & dislikes. If you put together a Pinterest board, chances are you’re pinning things that you like, or pins that you find visually appealing, and less likely that you’re pinning things through the lens of your target customer.
Identifying your brand archetype helps guide you to make decisions based on what will allow you to connect with your customers in the most effective way. By having that frame or reference for the brand’s personality, you can more easily detach your own personality from the business.
Your brand archetype also provides a litmus test to come back to when making decisions. If you’re uncertain about a decision relating to your visuals, messaging, etc. you can compare its effect to the value and drivers of the archetype. If the fit is a bit off, you know it’s not quite right for your strategy.
Of course, the ultimate goal for a designer is still to create branding for your business that you love! But, by allowing the brand archetype to act as your guiding light, you'll be able to make decisions a bit more objectively by keeping the focus on what is best for your business and audience instead of more simply what you like the look of the best.
Most importantly, brand archetypes will help act as a blueprint to help your business identify and articulate your values to your audience. This is crucial for your brand strategy because consumers are looking to buy from companies that have similar values that they do.
With 77% of consumers buying from brands who share the same values as they do (HavasGroup, 2019), conveying your values to your audience is crucial to get your messaging to resonate with them. And while 77% of consumers will buy from you if your values are aligned with theirs, 89% of shoppers stay loyal to brands that share their values (Fundera, 2019).
So not only are identifying your business’s values crucial to gain customers, it’s also an important factor in keeping the customers you have!
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Connect with us to chat about what you can expect when you partner with Type A!
Looking to learn more? Check out this article for a deeper dive into each of the archetypes!