What's Your Brand Archetype? | Branding Maximised
- Nadia Matos
- May 22, 2024
- 3 min read
Empower Your Marketing Strategy for Unprecedented Growth
In the ever-evolving landscape of marketing, understanding the psychology behind brand identity can be a game-changer for your business. One of the most powerful tools in a marketer's arsenal is the concept of Brand Archetypes.
Together, we'll delve into what Brand Archetypes are, their importance, and how they can be leveraged to optimise your marketing strategy and drive brand growth.
What Are Brand Archetypes?
Brand Archetypes are universal symbols or characters that are deeply rooted in human psychology. They help your business craft a relatable and compelling brand personality by aligning with the innate desires and motivations of your target audience.
There are 12 primary archetypes, each with distinct traits and attributes that resonate with different market segments.
However, before we continue, it's important to keep in mind that brands, much like people, are not one-dimentional. It is common for brands to have primary and secondary archetypes. (Keep it simple, choose no more than 3!)
The 12 Brand Archetypes
The 12 Brand Archetypes exist on a spectrum, and each serve an ultimate purpose.
Take the quiz at the bottom of the post to find out which archetype fits your brand.
INNOVATION
"If it can be imagined, it can be created."
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Brand Voice
Daring | Provocative | Inspirational
Brand Message
See potential everywhere and uncover originality with liberated imagination.
Drive
Self-Expression
Vision
Originality
Imagination
Creation
Fear
Disillusion
Duplication
Stagnation
Familiarity
Indifference
Strategy
Inspire to Unlock Inspiration
Encourage the Pursuit of Originality
Creator Brands
Lego
Apple
Adobe
CONTROL
"Power isn't everything, it's the only thing."
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Brand Voice
Articulate | Refined | Commanding
Brand Message
You are successful in work and in life. Reward your excellence and your achievements.
Drive
Power
Status
Prosperity
Wealth
Success
Fear
Destitution
Insignificance
Poverty
Failure
Weakness
Strategy
Demonstrate Superiority
Exert Leadership
Ruler Brands
Louis Vuitton
Mercedes Benz
Rolex
SERVICE
"Love your neighbour as yourself."
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Brand Voice
Caring | Warm | Reassuring
Brand Message
Everyone deserves care and we must all strive to bestow service upon one another.
Drive
Recognition
Support
Service
Gratitude
Help
Fear
Neglect
Ingratitude
Anguish
Blame
Helplessness
Strategy
Others Before Self
The Greater Good Is Worth Sacrifices
Caregiver Brands
TOMS
Unicef
World Wide Fund
BELONGING
"You're just like me and I'm just like you."
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Brand Voice
Humble | Authentic | Friendly
Brand Message
When we treat each other with honesty and friendliness we can live together in harmony.
Drive
Connection
Inclusion
Equality
Togetherness
Fellowship
Fear
Disassociation
Exclusion
Isolation
Hostility
Standing Out
Strategy
Create a Welcoming Community
Align With Basic Values
Everyman Brands
Target
Ikea
Lynx
PLEASURE
"If I can't dance, I'm not part of it."
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Brand Voice
Optimistic | Fun Loving | Playful
Brand Message
We're here for a short time, let your hair down and live life to the fullest.
Drive
Positivity
Laughter
Happiness
Togetherness
Fun
Fear
Boredom
Loneliness
Negativity
Gloom
Sadness
Strategy
Promote Good Times
Make Them Laugh
Jester Brands
M&Ms
Dollar Shave Club
Old Spice
INTIMACY
"To love and be loved is to feel the sun from both sides."
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Brand Voice
Romantic | Intimate | Warm
Brand Message
Celebrate connection. Celebrate love.
Drive
Passion
Connection
Commitment
Intimacy
Pleasure
Fear
Isolation
Loneliness
Rejection
Coldness
Indifference
Strategy
Create Emotionally Rich and Intimate Experiences
Highlight the Importance of Relationships and Connections
Lover Brands
Chanel
Victoria's Secret
Godiva
MASTERY
"Fortune favours the brave."
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Brand Voice
Bold | Determined | Inspiring
Brand Message
Rise to the challenge. You have the strength and courage to overcome any obstacle.
Drive
Achievement
Bravery
Strength
Determination
Success
Fear
Weakness
Failure
Cowardice
Incompetence
Defeat
Strategy
Showcase Achievements and Victories
Inspire and Motivate Through Challenges
Hero Brands
Nike
BMW
Under Armour
TRANSFORMATION
"Magic is believing in yourself. If you can do that, you can make anything happen."
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Brand Voice
Visionary | Enchanting | Transformative
Brand Message
Unlock the magic within. Transform your reality and achieve the extraordinary.
Drive
Transformation
Vision
Wonder
Inspiration
Innovation
Fear
Stagnation
Ordinariness
Disbelief
Mundane
Predictability
Strategy
Create a Sense of Wonder and Possibility
Promote Innovative and Transformative Solutions
Magician Brands
Disney
Dyson
Coca-Cola
LIBERATION
"Rules are made to be broken."
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Brand Voice
Bold | Rebellious | Daring
Brand Message
Challenge the status quo. Break free from convention and make your own path.
Personality
Drive
Revolution
Change
Freedom
Individuality
Defiance
Fear
Conformity
Oppression
Mediocrity
Obedience
Submission
Strategy
Promote Nonconformity and Independence
Highlight the Benefits of Change and Disruption
Outlaw Brands
Harley-Davidson
Virgin
Diesel
FREEDOM
"Not all those who wander are lost."
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Brand Voice
Adventurous | Curious | Independent
Brand Message
Embrace the journey and discover new horizons.
Drive
Adventure
Discovery
Independence
Self-fulfillment
Freedom
Fear
Conformity
Entrapment
Stagnation
Routine
Mediocrity
Strategy
Promote Discovery and New Experiences
Highlight Individuality and Freedom
Explorer Brands
The North Face
Jeep
REI
WISDOM
"The truth will set you free."
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Brand Voice
Intelligent | Insightful | Thoughtful
Brand Message
Seek knowledge and truth. Wisdom is the key to unlocking a better future.
Drive
Understanding
Knowledge
Truth
Insight
Enlightenment
Fear
Ignorance
Deception
Misinformation
Foolishness
Naivety
Strategy
Provide Valuable Insights and Information
Position as an Authority in Your Field
Sage Brands
Harvard University
Google
TED
SAFETY
"Life is simple and simplicity is elegant."
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Brand Voice
Optimistic | Honest | Pure
Brand Message
Embrace the beauty of simplicity. Live with honesty, positivity, and integrity.
Drive
Happiness
Simplicity
Optimism
Purity
Honesty
Fear
Corruption
Complexity
Deception
Negativity
Conflict
Strategy
Promote Simple and Positive Solutions
Emphasise Purity and Honesty in All Communications
Innocent Brands
Dove
Aveeno
Innocent Drinks
Why Brand Archetypes Matter
Incorporating Brand Archetypes into your marketing strategy can lead to several significant benefits:
Enhanced Brand Recognition A consistent and relatable brand personality makes it easier for your audience to recognise and remember your brand.
Emotional Connection Archetypes tap into deep-seated human emotions, fostering stronger connections and loyalty with your audience.
Strategic Differentiation By embodying a specific archetype, you can differentiate your brand from competitors who may be targeting the same market but with a different approach.
Guided Content Creation Understanding your brand’s archetype provides a clear direction for content creation, ensuring all marketing materials are aligned with your brand’s personality.
How to Fully Leverage Brand Archetypes for Your Marketing Strategy
Identify Your Brand’s Archetype After assessing your brand’s core values, mission, and target audience, take the quiz to determine which archetype best aligns with your business. For instance, if your brand prioritises knowledge and expert guidance, the Sage archetype could be a perfect fit.
Integrate Archetype Traits into Your Messaging Use the traits of your chosen archetype to craft your brand’s voice, tone, and messaging. This consistency helps reinforce your brand’s personality across all channels.
Optimise Content for Emotional Resonance Create content that resonates with the emotions and desires associated with your archetype. For example, a Hero brand might share stories of overcoming challenges, while a Caregiver brand might focus on nurturing and supporting its audience.
Use Archetypes to Guide Visual Identity Your brand’s visual elements, such as logo, color scheme, and design aesthetics, should reflect the traits of your archetype. This visual consistency reinforces your brand identity and makes it more memorable.
Monitor and Adapt Regularly review your brand’s performance and audience feedback to ensure your archetype remains relevant and resonates well with your target market. Be prepared to adapt your strategy to maintain alignment with your audience’s evolving preferences.
By aligning your brand with the right archetype and consistently embodying its traits, you can forge stronger connections with your audience, enhance your brand’s recognition, and drive growth.
And now, some obligatory albeit sincere self-promo.
For more insights on marketing strategy and brand optimisation, stay tuned to our blog and socials, and book a discovery call for a personalised assessment.
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