Brand Archetypes - What They Are and How They Work in Advertising
Posted: Wed Dec 11, 2024 7:54 am
The concept of brand archetypes comes from the analytical psychology of Carl Gustav Jung, who argued that there are universal patterns of behavior and motivation that are built into our psyche. Archetypes are the basic images that appear in our dreams, myths, fairy tales, and legends. In a marketing context, brand archetypes are used to build a brand's identity and convey specific values and ideas.
There are many brand archetypes, each representing a specific set of characteristics, values, and motivations. Some of the most popular archetypes include the hero, rebel, sage, creator, lover, innocent, magician, traveler, and ruler. Each brand archetype has its own unique characteristics and meanings that can be used to build a coherent and compelling brand image.
Archetypes play a key role in the process of brand positioning and communicating with recipients, helping to build brand recognition. By using specific archetypes, a brand can effectively attract and engage its customers. For example, a hero brand can be perceived as strong, brave and decisive, while a rebel brand can represent independence, revolution and nonconformism. Choosing the right archetype depends on the specifics of the company, its goals and values, as well as the preferences and needs of the target group.
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The Concept of Brand Archetype — What's Behind a Brand According to Margaret Mark and Carol S. Pearson?
There are 12 classic archetypes. Each one is designed to evoke a different feeling in us, from comfort, a sense of belonging, to a hint of excitement. Choosing the right archetype for your business is essential. But first, review the classic archetypes and understand their role in creating a deep connection with your target market.
The authors of the archetype theory, which is currently used by most marketers, are Margaret Mark and Carol S. Pearson. They distinguished four main motivators, which can be presented on two opposing axes. Below we present a brief description of each of the 12 archetypes.
Wheel of Archetypes
Wheel of Archetypes
Group I Independence
The Innocent
Goal : Experience happiness
Traits : Tries to be good, honest, straightforward, optimistic, moral, romantic, loyal
Disadvantage : May be perceived as naive or boring
Example : Dove, Coca-Cola, Disney
Companies using this brand archetype are seen as brands with strong values, trustworthy, reliable and honest, associated with morality and simplicity. The greatest fear that accompanies them is doing something wrong, something that may end in punishment.
The Explorer
Goal : Discovering and gaining new experiences to get to know yourself better
Characteristics : adventurous, active, ambitious, independent, pioneering but also restless, being true to oneself
Disadvantage : It may not fit into the mainstream
Example : Indiana Jones, Kamis, Jeep, Red Bull
Brands using the Explorer archetype are seen as exciting, risk-taking, authentic. This brand archetype is for companies that are not afraid of challenges, are pioneers.
The Sage
Goal : to help the world gain wisdom, understanding
Characteristics : Knowledge, source of information, wisdom line database and intelligence, prudent, analytical, mentor, trustworthy advisor
Disadvantage : Can be perceived as conservative, skeptical
Example : Google, Philips, Vichy
The sage archetype is associated with companies that help people better understand the world, provide practical information and analysis, are credible. The greatest fear - to be wrong, to be misled, because these brands are based on authority.
Group II Affiliation
The Regular Guy/Gal, The Regular Guy/Gal
Goal : to belong to a group, to connect with others,
Traits : Down to earth, loyal, supportive, person next door, connects with others
Disadvantage : Not very distinctive, blends in too much with the surroundings
Example : VISA, Nescafe or Saga
The Everyday Hero brand archetype is characterized by a sense of community and belonging to a specific group. He likes to fit in, does not like to stand out, is afraid that he may be rejected because of it.
The Lover
Goal : Create intimacy, inspire love
Traits : Passionate, sensual, romantic, warm, committed, intimate
Disadvantage : Can be too selfless
Example : Victoria's Secret, Marie Claire, Merci, Chanel, Durex
On the side of the brand, which is based on the Lover archetype, lies the need to help people feel appreciated, connect, enjoy intimacy, build relationships, experience sensual pleasure; its natural opponent is loneliness, being unloved.
The Jester
Goal : Have a good time, bring joy to the world
Traits : Funny, humorous, carefree, mischievous, irreverent
Flaw : May be perceived as frivolous or even dismissive.
Example : IKEA, M&Ms, Old Spice
Brands that identify with the clown archetype help people have fun or enjoy what they do, making them more impulsive and spontaneous. They fight boredom.
Group III Risk
The Hero
Goal : Help make the world a better place
Traits : Brave, bold, honorable, strong, confident, inspiring
Disadvantage : Can be perceived as arrogant
Example : Nike, BMW, Duracell
The Hero's primary job is to make the world a better place, solve problems, or enable/inspire others to do so. The Hero should not show weakness.
The Outlaw
Goal : To break the rules and fight against the generally accepted patterns
Traits : rebellious, rule-breaking, shocking, paving the way for change
Disadvantage : If it goes too far it can be perceived in a negative way.
Example : Harley-Davidson, Calvin Klein, Jack Daniels, Apple
The rebel archetype is definitely for brands that are not afraid to break conventions, are advocates of change. They stand up for people who are disenfranchised, fight for freedom, but this is a risky strategy, because if we go too far, we will start to be perceived negatively.
The Magician
Goal : Fulfill your dreams, create something unique
Traits : Visionary, charismatic, imaginative, idealistic, spiritual
Flaw : He takes risks, so not everything may go his way.
Example : Sony, Ajax, Calgon, Energizer and Tesla
The wizard helps people change their world, create something special, inspire change, make their dreams come true. Their enemy is stagnation and unexpected negative consequences.
There are many brand archetypes, each representing a specific set of characteristics, values, and motivations. Some of the most popular archetypes include the hero, rebel, sage, creator, lover, innocent, magician, traveler, and ruler. Each brand archetype has its own unique characteristics and meanings that can be used to build a coherent and compelling brand image.
Archetypes play a key role in the process of brand positioning and communicating with recipients, helping to build brand recognition. By using specific archetypes, a brand can effectively attract and engage its customers. For example, a hero brand can be perceived as strong, brave and decisive, while a rebel brand can represent independence, revolution and nonconformism. Choosing the right archetype depends on the specifics of the company, its goals and values, as well as the preferences and needs of the target group.
Let's talk about advertising your business on the Internet
Contact us!
The Concept of Brand Archetype — What's Behind a Brand According to Margaret Mark and Carol S. Pearson?
There are 12 classic archetypes. Each one is designed to evoke a different feeling in us, from comfort, a sense of belonging, to a hint of excitement. Choosing the right archetype for your business is essential. But first, review the classic archetypes and understand their role in creating a deep connection with your target market.
The authors of the archetype theory, which is currently used by most marketers, are Margaret Mark and Carol S. Pearson. They distinguished four main motivators, which can be presented on two opposing axes. Below we present a brief description of each of the 12 archetypes.
Wheel of Archetypes
Wheel of Archetypes
Group I Independence
The Innocent
Goal : Experience happiness
Traits : Tries to be good, honest, straightforward, optimistic, moral, romantic, loyal
Disadvantage : May be perceived as naive or boring
Example : Dove, Coca-Cola, Disney
Companies using this brand archetype are seen as brands with strong values, trustworthy, reliable and honest, associated with morality and simplicity. The greatest fear that accompanies them is doing something wrong, something that may end in punishment.
The Explorer
Goal : Discovering and gaining new experiences to get to know yourself better
Characteristics : adventurous, active, ambitious, independent, pioneering but also restless, being true to oneself
Disadvantage : It may not fit into the mainstream
Example : Indiana Jones, Kamis, Jeep, Red Bull
Brands using the Explorer archetype are seen as exciting, risk-taking, authentic. This brand archetype is for companies that are not afraid of challenges, are pioneers.
The Sage
Goal : to help the world gain wisdom, understanding
Characteristics : Knowledge, source of information, wisdom line database and intelligence, prudent, analytical, mentor, trustworthy advisor
Disadvantage : Can be perceived as conservative, skeptical
Example : Google, Philips, Vichy
The sage archetype is associated with companies that help people better understand the world, provide practical information and analysis, are credible. The greatest fear - to be wrong, to be misled, because these brands are based on authority.
Group II Affiliation
The Regular Guy/Gal, The Regular Guy/Gal
Goal : to belong to a group, to connect with others,
Traits : Down to earth, loyal, supportive, person next door, connects with others
Disadvantage : Not very distinctive, blends in too much with the surroundings
Example : VISA, Nescafe or Saga
The Everyday Hero brand archetype is characterized by a sense of community and belonging to a specific group. He likes to fit in, does not like to stand out, is afraid that he may be rejected because of it.
The Lover
Goal : Create intimacy, inspire love
Traits : Passionate, sensual, romantic, warm, committed, intimate
Disadvantage : Can be too selfless
Example : Victoria's Secret, Marie Claire, Merci, Chanel, Durex
On the side of the brand, which is based on the Lover archetype, lies the need to help people feel appreciated, connect, enjoy intimacy, build relationships, experience sensual pleasure; its natural opponent is loneliness, being unloved.
The Jester
Goal : Have a good time, bring joy to the world
Traits : Funny, humorous, carefree, mischievous, irreverent
Flaw : May be perceived as frivolous or even dismissive.
Example : IKEA, M&Ms, Old Spice
Brands that identify with the clown archetype help people have fun or enjoy what they do, making them more impulsive and spontaneous. They fight boredom.
Group III Risk
The Hero
Goal : Help make the world a better place
Traits : Brave, bold, honorable, strong, confident, inspiring
Disadvantage : Can be perceived as arrogant
Example : Nike, BMW, Duracell
The Hero's primary job is to make the world a better place, solve problems, or enable/inspire others to do so. The Hero should not show weakness.
The Outlaw
Goal : To break the rules and fight against the generally accepted patterns
Traits : rebellious, rule-breaking, shocking, paving the way for change
Disadvantage : If it goes too far it can be perceived in a negative way.
Example : Harley-Davidson, Calvin Klein, Jack Daniels, Apple
The rebel archetype is definitely for brands that are not afraid to break conventions, are advocates of change. They stand up for people who are disenfranchised, fight for freedom, but this is a risky strategy, because if we go too far, we will start to be perceived negatively.
The Magician
Goal : Fulfill your dreams, create something unique
Traits : Visionary, charismatic, imaginative, idealistic, spiritual
Flaw : He takes risks, so not everything may go his way.
Example : Sony, Ajax, Calgon, Energizer and Tesla
The wizard helps people change their world, create something special, inspire change, make their dreams come true. Their enemy is stagnation and unexpected negative consequences.