What Are Brand Archetypes And How To Discover Yours

caregiver brand archetype

Once upon a time, people established brands based on the physical differences between their products or services. No one seemed to care too much about branding goals, logos, mission, vision, or any other marketing materials. 

Today, there are brands with clear personalities and ones without them. People connect with some companies in an easier way than they do with others. In many cases, the character of such brands plays a significant role in that type of attraction.

The big question is – what did these brands do to attract more people easily? How is their branding unique and distinct from other companies?

Believe it or not, it all comes down to psychology and how people feel about certain characters. In branding terminology, these characters are known as brand archetypes.

What Are Brand Archetypes And Why Are They Important?

While many businesses seem simple on the surface, many find it easier to connect with people. If we take Lego for an example, we can see that it is the third most-loved brand in Europe that everyone feels comfortable to connect with. We can say the same for Apple and its brand aficionados, or the unique Heinz ketchup, which dates back to the 19th century.

Brand archetypes are different characters that brands have to fulfill their mission and create a deep connection with their target audiences. 

There are 12 classic archetypes that symbolize different emotions, and we are showcasing all of them with brand examples below:

  • The Magician: Also known as the “visionary,” a magician brand archetype is here to create new and exciting experiences for customers. Perhaps the most known magician brand is Disney and the way the brand creates experiences with uniquely branded sights and products.
  • The Caregiver: The luxury industry suits Caregiver brands well because of their dignified style and the fact that people trust their business. 
  • The Angel: Angels are innocent, optimistic, and pure. They deliver happiness and feel-good vibes. Coca-Cola is an excellent example of a brand like this.
  • The Charmer: With a mysterious and sensual nature, lovers are all about luxury. Godiva is a good example of a brand like this that celebrates feelings, pleasure, and exclusivity, charming everyone with its chocolate products.
  • The Player: Players are glamorous, dramatic, and involved. Schweppes is a good example of this brand archetype, known for their advertisements geared towards glamour and seduction.
  • The Troubadour: This brand archetype has a rebellious nature. Think of it as an outlaw or a revolutionary brand that challenges the status quo with something unique for its target audience. Harley-Davidson is a great example of not just products but also a rebellious lifestyle.
  • The Jester: With a witty nature, Jesters are brands that have fun. They live in the present and are motivated by providing pleasure and joy to their customers. Old Spice is a good example – the brand connects with a younger audience through witty and humorous marketing campaigns.
  • The Warrior: Nike is a decent example of the Hero brand archetype. They encourage and empower people with every product, helping them get closer to their goals or idolize the athlete they want to become. The “Just Do It” campaign is original in the way it inspires a person to overcome all hurdles.
  • The Royal: Royals are relaxed and comforting. Their marketing is aspirational, and their mission is to lure customers to a royal lifestyle. Rolex is a great example of a brand like this, showing off the lifestyle of someone who has made it.
  • The Mother Earth: Brands like these are stable, genuine, and nurturing. Take Gerber’s Baby for an example – the brand does everything it can to show gentleness, comfort, and safety with each of its products.
  • The Ruler: Expertise, strong leadership, and heritage in the chosen industry are values that characterize Rulers. Microsoft is a good example – ever since the 1970s, they have been creating new technology with a mission to rule the world by putting a computer on every desk.
  • The Sage: This brand archetype characterizes companies that promote education and growth. Sage brands are interested in understanding the world and want to share knowledge with their customers. A solid example of a brand like this is Google – an iconic business that deals with a lot of information, sharing most of it with the world for free.

Archetypes are present everywhere, and every brand (whether they thought about it or not) has one. They are the personification of specific desires and behaviours and a way to appeal more specifically to a specific client type.

It is very important to have a brand archetype for your business. If you haven’t thought about it before, you should start thinking of ways to set up your brand around an archetype that is in line with your mission or purpose.

Do You Know Your Brand Archetype? Take Our Quiz To Find Out How Your Customers See You

If you thought about your brand when seeing all of these brand archetypes and reading a bit more about this branding strategy, you are not the only one. Identifying your archetype can help you position better in front of your target audience and see how your customers interact with, think of, and feel about your company.

To help you out with this, we have designed a quiz with eight simple questions that helps you discover your brand archetype. Take 5 minutes of your time now to answer them and consider how you might apply your archetype’s values to create a compelling brand.

Discover Your Brand Archetype

Our 8-question quiz can help you discover your brand archetype.
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