The 12 Brand Archetypes- Which one is your brand?
We're talking branding with archetypes and translating them into a modern framework. What are branding archetypes, you ask? Well, let's briefly start with a history lesson.
Who created it:
Psychologist Carl Jung (pronounced: "young")
What do the 12 Archetypes mean?
Carl Jung proposed that archetypes derive from a collective unconscious shaping of human behavior.
Why is choosing the proper branding archetype essential to your business?
It gives you a roadmap of your brand persona, helps you stay on track while adding a human element to your brand.
Let's review the 12 branding archetypes:
Brand Archetypes: The Innocent
Brand Persona:
Virtuous, philanthropic, inclusive, idealistic, moral, a renaissance brand, inclusive, feel-good-brand!
Potential backlash:
This persona may not appeal to practically-minded consumers. It might seem like a pipe-dream if your brand dreams big but lacks follow-through. Make your mission purposeful but avoid greenwashing or being vague about your promises.
Your Niche in a Nutshell:
A transparent brand that is trustworthy, moral, and kind. Key trends in this category: cottagecore, back to basics, retro-revival.
Examples
Dove, Whole Foods, Herbivore Botanicals, Moon Juice, Doen
Brand Archetypes: The Everyman (woman)
Brand Persona:
Connected, down to earth, a friend with ALL the solutions, accommodating
Potential backlash:
Avoid coming across as a watered-down brand with no niche. Sometimes when you speak to EVERYONE, you speak to no one.
Your Niche in a Nutshell:
You make your clients feel safe and heard. Your down-to-earth approach to business helps you develop lasting relationships.
Examples
Marie Forleo, Home Depot, IKEA, FENTY, Target,
Brand Archetypes: The Hero
Brand Persona:
The Hero is on a mission to change the world with their product or service by tackling societal problems such as sustainability, accessibility, or social issues.
Potential Backlash:
Especially when politics and religion are involved, the hero can face criticism from opposing parties. If the hero is a sustainability brand, avoid "greenwashing" your mission.
Niche in a Nutshell:
Rulebreaker, inspirational, courageous, forward-thinking
Example: Patagonia, Toms Shoes, FedEx, Kiva, Kickstarter, Reformation Clothing, Whole Foods
Brand Archetypes: The Outlaw
Brand Persona:
Likes to break conventional rules. The Outlaw always questions how to disturb industries with their product or service.
Potential Backlash:
An example of an Outlaw that faced major backlash was Theranos CEO Elizabeth Holmes. Holmes claimed that she had revolutionized medical testing that required very little blood sampling and could provide rapid results. The only problem was this technology didn't actually exist. The moral of the story is, make sure exceptional products or services can back up your claims.
Niche in a Nutshell:
Change-maker, a brand for the people, a company that creates real solutions instead of doing business in the same manner as their competitors.
Examples:
Virgin (Richard Branson), Diesel Jeans, Alexander Mcqueen, Harley Davidson, Ray-Ban
Brand Archetypes: The Explorer
Brand Persona:
A pioneer with an independent spirit who is always looking to explore new possibilities. A risk-taker who inspires their audience to lead a more adventurous lifestyle.
Potential Backlash:
A rugged, nomadic lifestyle brand might not appeal to people who prefer the safety and comforts of life.
Niche in a Nutshell:
Nomadic, Curious, Inspiring, Worldy, Naturist
Examples:
Patagonia, Jeep, REI, North Face, Airbnb, L.L. Bean, Sorel,
Brand Archetypes: The Creator
Brand Persona:
A wildly imaginative creator and thought-leader with a non-conformist spirit. Innovation drives the Creator and sparks creative inspiration within its audience.
Potential Backlash:
The Creator may come across as frivolous or impractical, especially in a down economy. Make sure your messaging feels inspirational by using key phrases like: "create your life," "what's your joy?" Also, try to find ways to minimize waste. In 2021, consumers value brands that consider sustainability in their business model.
Niche in a Nutshell:
Inspires creativity and beauty. Helps consumers feel inspired to create or to live a beautiful life.
Examples:
Lego, Crayola, Joann's Fabrics, Better Homes & Gardens Magazine
Brand Archetypes: The Ruler
Brand Persona:
An authority figure who takes charge and creates systems that help streamline a process. The ruler can also be the leader of an exclusive club. Some designer brands fall under this category, like Louis Vuitton and Rolex.
Potential Backlash:
It might be challenging to humanize your brand or create an engaged audience via social media, for example. The role of the ruler is to create a system that works flawlessly; if the system should break, the company could face backlash.
Niche in a Nutshell:
A trusted company that removes friction by creating a no-brainer solution to a problem. The Ruler brand can also create exclusivity within their market.
Examples:
Microsoft, Quickbooks, Mercedes Benz, Louis Vuitton, Rolex
Brand Archetypes: The Magician
Brand Persona:
Creating something that is awe-inspiring and opens up opportunities for exploration. The magician creates Wow-Factor!
Potential Backlash:
As a visionary and risk-taker, you may face scrutiny if your product or service doesn't live up to its grandiose claims.
Niche in a Nutshell:
As a magician, you serve as a portal into something almost otherworldly, whether that is through 3-D rendering, robotics, cinematography, or fantasy novels. Your vision is wildly imaginative and awe-inspiring and helps consumers expand their knowledge of what is possible.
Examples
Pixar, Harry Potter, Apple, Disney, Glossier
Brand Archetypes: The Lover
Brand Persona:
The Lover creates a touch of romance in everything they make. A resurgence of Renaissance is their mission, and they are committed to helping their clients feel romantic, sensual, or live a more beautiful life.
Niche in a Nutshell:
You help people connect or feel more attuned to themselves. Your gift to the world is offering beauty and connection either through community, intimacy, or self-love.
Potential Backlash:
Can potentially come across as frivolous or hedonistic. A way to avoid this is by treating love and romance as a necessary component of self-care.
Examples:
Victoria's Secret, Chanel, Godiva Chocolate, Anthropologie
Brand Archetypes: The Caregiver
Brand Persona:
The Caregiver is a nurturer who values building trust and doing what is best for those they help.
Niche in a Nutshell:
The Caregiver is kind-hearted & nurturing. This kind of brand gives generously and loves selflessly.
Potential Backlash:
The Caregiver is known to build trust; if false claims should sever that trust, it might be difficult to rebuild that relationship. Make sure your brand is as transparent as possible about your products and services.
Examples:
The Honest Company, Campbell's Soup, Johnson & Johnson, UNICEF, TOMS
Brand Archetypes:The Jester
Brand Persona:
The Jester's goal is to make life fun with products or services that uplift consumers. Your brand might be a little quirky, comical, and non-pretentious.
Niche in a Nutshell:
You help consumers feel playful, light-hearted, and spontaneous
Potential Backlash:
Avoid any playfulness that can be misconstrued for rudeness
Examples:
Ben & Jerry's, IKEA, Geico, M&M's, Billie Razors,
Brand Archetypes:The Sage
Brand Persona:
The Sage helps its followers find truth and meaning in life while helping to remove illusions or obstacles that hold people back.
Niche in a Nutshell:
You are a mentor with a wise perspective that offers trustworthy information to your followers. You create a pathway for them to improve their lives. A Sage brand can be both analytical and spiritual.
Potential Backlash:
Failing to practice what you preach. Or, having a business model that exploits your followers.
Examples:
Google, NPR, MIT, The Dalai Lama,
I've discovered my Brand Archetype. Now what?
Spend some time researching other businesses that fall under the same brand archetype as your brand. What stands out to you in terms of their messaging? Treats this data as a case study while you dig a little deeper into your brand persona.
Next, write out the Who, What, Why & How of your brand. Begin to construct a story that shapes your brand message and intent. Then, you’ll want to identify who your ideal clients are and how your brand supports them and fulfills their needs. This is a simple way to use your brand archetype to create brand clarity.
Need More Help?
This article scratched the surface of building a brand persona using the Carl Jung 12 Brand Archetypes, but if you are ready to create brand clarity and learn the building blocks of a brand persona- Get on the Brand Persona course waitlist.
Conclusion
The 12 Brand Archetypes can be useful in identifying your brand’s persona. Your brand may be a fusion of a few of the 12 Brand Archetypes with one as a dominating archetype. Simply take some time to explore your brand as if it were a human rather than just an idea. Most importantly, have fun with it as it helps you create a roadmap for your business! Happy branding!