Brand archetype

Contents

• What is a brand archetype?
• History of brand archetype theory
• Why are brand archetypes necessary?
• 12 brand archetypes
• Conclusion

What is a brand archetype?

A brand archetype is a universal image that encompasses a set of specific qualities, characteristics, values, and communication patterns. It shapes the perception of the brand by the target audience, defining the emotions and expectations associated with it. The archetype helps to "humanize" the brand, creating a clear and understandable image that becomes closer to the audience. This allows the brand to convey its ideas more accurately and build effective communications.

Archetypes influence all brand attributes: from the logo and corporate identity to the tone of messages, content on social media, advertising materials, and corporate culture. For example, Apple embodies the Magician archetype, promising its users a magical experience with technology and turning dreams into reality.

History of brand archetype theory

The concept of "archetype" was introduced into psychology by Carl Jung, who noticed that many cultures around the world share similar plots and characters in myths and legends. Jung formulated that archetypes are universal images and symbols that arise from the collective unconscious. This means that archetypes are easily perceived by people, as their images are intuitively understood. For instance, the image of the wise man can be represented as a calm old man, while the hero is depicted as a strong and brave man.

In the book "The Hero and the Rebel: Building Brands with Archetypes," marketer Margaret Mark and psychologist Carol Pearson first described the 12 brand archetypes that reflect various values, needs, and characteristics important to the target audience.

Why are brand archetypes necessary?

Archetypes in marketing play a key role, allowing to:

• Identify and clearly articulate the brand's values;
• Differ from competitors;
• Reflect the values of the target audience;
• Define key product values and positioning strategy;
• Develop a communication strategy and visual brand language;
• Foster corporate culture and work standards;
• Maintain consistency in marketing communications at all levels.

To choose the right archetype for your brand, it is essential to first determine its internal values and analyze what is important for your target audience. By comparing these two lists, you can identify common traits and formulate a description of the archetype. Startups often face a lack of clear understanding of their values; in such cases, it is recommended to take the Jung's 12 archetypes test.

12 brand archetypes

Margaret Mark and Carol Pearson identified 12 archetypes, each reflecting its own values and audience needs. Let's examine them in more detail:

• The Innocent: Brands such as Kinder and Coca-Cola appeal to the inner child, offering joy and safety.
• The Sage: Brands like Intel and Google embody intelligence and a quest for knowledge.
• The Explorer: Jeep and Starbucks offer new experiences and freedom.
• The Outlaw: Harley-Davidson and Burger King demonstrate independence and a desire for change.
• The Magician: Brands like Apple and Tesla promise technological wonders and the realization of dreams.
• The Hero: Nike and FedEx symbolize willpower and the pursuit of success.
• The Lover: Chanel and Tiffany & Co create sensual and romantic images.
• The Jester: M&M’s and Comedy Club bring joy and laughter.
• The Everyman: Facebook and KFC demonstrate accessibility and friendliness.
• The Caregiver: Johnson & Johnson and Dove take care of customer well-being.
• The Ruler: Mercedes and Rolex symbolize power and status.
• The Creator: LEGO and Adobe value freedom of expression and innovation.

Often, brands use a combination of several archetypes to create a more complete representation of their character. For example, Disney combines traits of the Creator and the Innocent, allowing it to attract a wide audience.

Conclusion

It is important to remember that each archetype has its "shadow sides," which can negatively affect the perception of the brand. For instance, the Ruler may display tyranny, while the Jester may exhibit foolishness. Therefore, when creating an archetype for your brand, it is necessary to maintain balance and avoid exhibiting negative traits to ensure a positive response from the target audience.