How Brand Archetypes Help you Define your Brand Personality

 DO YOU KNOW YOUR BRAND’S ARCHETYPE?

Why do certain brands appeal to you, make you want to buy them, make you feel good about yourself, welcome them into your family and show loyalty towards them?

The simple answer, Brand Archetypes.

People are emotional beings that are capable of creating an unconscious connection between themselves and your brand. According to a popular, and effective, marketing strategy based on the Archetype, it’s because these brands are built around a personality and certain personalities appeal to us more than others.

Personifying your brand can allow your customers to relate to your brand in the same way they would relate to another person. And if they emotionally connect with this personality, it makes them think, it amuses them or encourages them to be better versions of themselves… that is what makes the brand truly irresistible.

Therefore it’s all about turning something impersonal, into something that people can relate to – your brands passions, missions, values, and even fears. Something with a story. Something… personal! 

WHAT ARE THE BENEFITS OF KNOWING MY BRAND’S ARCHETYPE?

Discovering your Brand’s Archetype/s (because you’ll most probably find that your brand resonates with two or three), not only does this help you gain a better understanding of your brand’s personality, but you can utilize its traits to re-align your brands aesthetic, products or services, make better inform decisions, help to bring consistency, use the right tone of voice for your customer and even gain insight into how to deepen your connection with your customers.

Every design decision for your brand should be based around your brand’s personality – from color, font pairings, photography, illustrations and tone of voice – all which paint a picture to your customer about your brand. 

SO WHAT ARE THE ARCHETYPES?

Archetypes are not new. They are grounded in decades of psychological research and have their roots in Greek Mythology. They stem from the work of well-known psychologist Carl Jung. Jung believed everyone shares and understands these themes, regardless of culture, age or language, because they are an undercurrent to all humanity.

The idea is that we humans are wired to behavior built on our desires, and certain personalities have stronger desires than others. Based on 12 human desires, are 12 Archetypes – these are used to define your brand’s personality. 

List of 12 Brand Archetypes and their primary desires:

The Innocent = Safety

The Sage = Knowledge

The Explorer = Freedom 

The Outlaw = Revolution 

The Magician = Transformation 

The Hero = Change the World

The Lover = Connection 

The Jester = Enjoyment

The Everyman = Belonging

The Caregiver = Helping Others

The Ruler = Control

The Creator = Innovation

As a brand, you want to appeal to the desires of your audience, rather than the traditional age and demographics. This is very closely linked to psychographics (a methodology used to describe traits of humans on psychological attributes: personality, values, opinions, attitudes, interests, and lifestyles) and a much more purposeful way of segmenting your customer/audience.

Does that mean you create your brand personality, your archetype by first identifying your customer’s personality, and aligning your brand with the archetype that would most appeal to a desire within your customer? Or do you identify your brand’s archetype first and align your branding an marketing to that archetype and inevitably attract the right audience?

Personally, either way can work, depending on what your business is, what you offer and in how far your WHY is connected to your archetype.

The Archetypal Wheel below is an intuitive tool that helps to gather all the information together, to give you a quick overview, and shows how each of the 12 Brand Archetypes divide into the four main motivational characters: Independence, Change, Belonging and Structure: and it’s desires – enabling the information to be more accessible.

MEET THE ARCHETYPES

Innocent

The Innocent is an eternal optimist who always sees the good in people and in life. This brand archetype is associated with simple pleasures and wholesomeness. With our busy lifestyles, we are attracted to the focus on simplicity and happiness. Brands that are associated with goodness, morality, nostalgia, or childhood are identified as Innocent archetypes. Their products are quite often natural or pure (e.g. cotton, soap, organic foods). 

Is your brand a Innocent? Is the goal of your company to help people find or realize happiness? Does your company value simplicity and ethics? 

Sage

The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Think… institutions of higher education, news sources, research, museums, bookstores and libraries.

Is your brand a Sage? Do you value knowledge? Does your company’s reason for being is to seek out the truth, and encourage people to think?

Explorer

The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling life. Brands with Explorer traits are often those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.

Is your brand a Explorer? Does your brand feel at home in the wilderness of nature? Or does it help people discover new things? 

Outlaw

The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes, or whose products literally destroy something (e.g. a bulldozer) fall into this category.

Is your brand a Outlaw? Take a look at the products or services you offer. Do they disrupt the status quo of your industry or society? 

Magician

Transformation, change, renewal, metamorphosis, magic. No matter how you say it, the Magician archetype leaves others standing in amazement, wanting to make dreams come true through knowledge of the fundamental laws of how the world works. The Magician genuinely believes that there is more, something greater than us, greater than what we see. They foster “magical moments”, experiences that feel special, novel, and exciting — as well as more lasting change. Think… pharmaceuticals, herbal remedies, beauty products, cosmetic surgeons, life coaches, cleaning companies, restoration services, hygiene products, retreats, travel agencies, career agencies and technology.

Is your brand a Magician? Does your brand help people transform? 

Hero

The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the world. Look behind that flowing cape to find brands that help people perform at their best, address a major social problem, and incite people to take action. The Hero archetype is all about rising to the challenge, and it instinctively seeks to protect and inspire others. 

Is your brand a Hero? Is it fighting an invisible enemy to address a social problem? Is it challenging people to get stronger and perform at their full potential? 

Lover

For Lover brands, customer appreciation is a way of life and is likely a big part of their business plan. Staying in good relationship with those they serve and making them feel special. The Lover brand is intimate and elegant. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. There is also a sensual aspect that the Lover archetype represents. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – give joy and delight to the Lover. Think… cosmetics, jewellery, fashion, food and fine wine, gourmet chocolate, spa treatments, beauty and gifts.

Is your brand a Lover? Are you passionate about people? Do you help people find or deepen relationships, or offer products/services that make them feel more special?

Jester

Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.

Does your brand help people enjoy life or live in the moment? Is being clever or quirky a method you use to help people see something differently? 

Everyman

The Everyman wants only to belong and fit in and desires to connect with others. The mark of the Everyman is prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.

Is your brand a Everyman? Does your brand help people fit in or feel comfortable being themselves? Are your products/services something used in common everyday life?

Caregiver

The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service. Think… healthcare, education, or non-profit/charitable space.

Do you place a high value on serving or protecting others? Is your goal to help people care for other people, pets, society, or the world at large? 

Ruler

Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler. They want to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, in a chaotic world are easily identified as Ruler archetypes.

Is your brand a Ruler? Do you sell high-status products? Or ones that promise safety and security? 

Creator

The Creator’s core desire is to create something of enduring value and give form to a vision – contributing to society and providing structure to the world by bringing something into being. Brands that encourage self-expression; help foster innovation; or are artistic or creative in design. The Creator brand is focused on innovation and quality. They get deep satisfaction from both the process and the outcome of creating something that did not previously exist. Creator consumers demonstrate their taste and quality standards by the things they buy, to express how much they love beautiful and high-quality things. Think… arts, design, marketing, technology and entrepreneurs.

Is your brand a Creator? Do you value beauty and quality? Do you offer consumers ways to re-create or re-imagine something? Is your product or service allowing others to express themselves through DIY projects? 

5 METAPHORS TO HELP YOU VISUALISE YOUR BRAND

 If you’re in the process of DIY’ing your brand, or rebranding your existing business, chances are… you already have an idea of how you’d like your brand to look.

Often, people don’t have any idea of the visual direction for their brand. So in this post, I wanna share 5 favorite metaphors that I love to use to help my clients visualize their brand .

In fact, these 5 questions are incredibly helpful to me as well, because it helps me gain clarity to perceive brand. So this is to ensure that we’re on the same page before diving into the design process.

BEFORE THE VISUALISATION – YOU MUST KNOW YOUR PURPOSE

Before we jump into it, it’s important to note that I ask these questions at the very end of my 3-step Signature Brand Development Process. Before this visualization exercise, you need to be crystal clear on:

You Brand Purpose, Vision and Values

Your Ideal Client

Your Competition

Your Offering (and how it stands out from your competitors)

Your Brand Personality

Only then can you start thinking about the visual direction for your brand. Remember, that although visuals play a big role in your branding, they don’t benefit you if they disconnect with your brand purpose and who your ideal client is. So make sure to spend some time to really nail down these bullet points before answering the next questions. 

5 FUN METAPHORS TO BUILD DIRECTION FOR YOUR BRAND

Before you start answering these questions, remember that there is no right or wrong answer.

Most people know what they want their brand to look like, but they don’t know how to express it or visualize it in their heads. That’s why I challenge my clients to create these metaphors, so they can step outside of the design world with its color palettes, fonts and logos, and bring them back to what they feel most comfortable with: their everyday life. So, don’t overthink the answer to these. Try to listen to your gut and your heart because the answer lies within you.

1. IF YOUR BRAND WERE A MOOD, WHAT WOULD IT BE?

Is your brand funky and happy? Does your brand make you feel like a kid’s laughter on a carousel? Or maybe you’re more sophisticated and discreet?

Here are some answers from my past clients (I looooooove the first answer. We got the mood right straight away!):

You know the movie Hitch? When Will Smith is teaching Albert how to dance and slaps him around a little? That’s the mood for our brand!

Freedom – when you sit on the beach, breathing in the ocean and really letting go for the first time in a while of all your worries. Really connecting with your inner self.

I don’t know how to describe the “mood” but it’s the kinda mood when Miranda Priestly walks into the office – admiration, sophistication with a touch of fear (in a good way though)

Write down what moods come to mind and try to make it come alive as much as possible!

2. IF YOUR BRAND WERE A COLOUR, WHAT WOULD IT BE?

Let’s forget about color theory for a moment .

But here, I want you to let go of what you think your brand color should look like or what it should make you feel, and focus on the first color that comes to mind when you think about your brand.

Here’s what my clients have said in the past:

Earthy, warm tones (can’t come up with one single colour) – my brand feels like home, there’s a sense of belonging, of warmth when I think about it. I want our beauty products to make you feel the same way.

Gold. I think it’s the best color to portray our expertise and also the level of clients we work with.

Warm greys and pastels. But with a touch of black. As in… “calm and sophisticated, with a touch of boldness and strength”.

Once you think of the first color that comes to mind, also try to explain why you associate this color with your brand too.

3. IF YOUR BRAND WERE A SONG, WHAT WOULD IT BE?

Oooh, this is my absolute favorite question! I believe the answer to this question gives the most powerful visualization of your brand. And I love reading the answer to this question from my clients because that’s the moment when I can clearly see what the final result for their brand will look like!

But I think it’s also one of the hardest questions, so take some time to think about it.

Here’s what my clients made me listen to:

“From Now On” – The Greatest Showman, or “Stronger” by Kelly Clarkson

“Hôtel Costes Best Of (Official Full Mix)” – eclectic mix of wonderful songs

“Girl on Fire” – Alicia Keys, but with the incredible emotion and power from Angelica Hale’s performance (AGT)

What jam would be playing when you were talking about your brand?

4. IF YOUR BRAND WERE AN ANIMAL, WHAT WOULD IT BE?

If I had to answer this question myself , I would’ve said a black panther. It’s powerful, strong, but most importantly they are natural protectors and leaders. And that’s what I want to stand for: we will always protect our clients and do our best to lead them to success.

Now, what did my past clients say?

A wolf pack leader, or even better… Mufasa.

A horse – the most graceful animal with lots of character

A Siamese cat – affectionate, friendly, loyal and bold. Also very exquisite in its appearance and movements. 

Which animal do you feel suits your brand the most and why?

And finally…

5. IF YOU COULD DRESS UP YOUR BRAND, IT WOULD WEAR…?

Let’s imagine now that your brand is a person and play dress up! What kind of clothes would it wear? What brands would these clothes be?

Here’s my clients’ fashion thoughts on this:

Beige, knee-length sophisticated dress, with a short blazer/jacket and black heels. 

I don’t have a particular item in mind, but I know it would be tailored clothes. Made specifically to fit THEM , not “off the rack”. 

Light fabrics, organic cotton or linen, beige, grey and white. Only shop at sustainable brand shops. My brand would probably have a small capsule wardrobe and only shop occasionally but for quality, sustainable items.

Once you have answered this, think about whether this style would appeal to your Ideal Client. If not, then how can you improve on this and make it more aligned with your ICA?

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And there we have it, friend! 5 questions to ask yourself to help you visualize your brand and bring it to life!

If you’ve answered all of these, you should already have way more clarity for your visual brand direction than before. But if you need some extra help here, try to come up with more metaphors like these to help you out!

For example:

If your brand were a book, what would it be?

If your brand were a movie, what would it be?

If your brand were a dish, what would it be?

If your brand were a city, what would it be?

If your brand were a flower, what would it be?

Etc…

Which question helped you visualize your brand the most?