There are twelve branding archetypes, and understanding them is important if you want your marketing efforts to be consistent and effective. Branding archetypes are fundamental personality traits. Your brand’s identity must reflect your concept to be successful. Here are some examples of how archetypes can help you. The branding process begins with understanding who you are, and how your business fits into this category. Once you know your brand archetype, you can work with it to make your marketing materials more effective.
The explorer archetype is associated with a person who is eager to challenge and create something new. This person strives to live without rules and patterns, and is independent. Examples of products and brands that embody this archetype include Lego, Crayola, and Adobe. These products are viewed as empowering and useful, and this type of company appeals to consumers who are looking to change the world. Often, this archetype is associated with men. They are drawn to a brand’s sense of freedom and independence.
Successful brands have a strong sense of identity. However, it can be difficult to find this unique brand voice, especially for a small business. Branding archetypes can save time and money while connecting you with your audience. Think about the characters in movies and TV shows: “Caregiver”, “Creator,” and “Ruler.” These characters are all represented by archetypes in branding. Then, make decisions based on your archetypes to ensure your brand’s success.
Lastly, if your brand is trying to build a relationship, you must remember your target audience’s personality traits. It is important to remember that leaders don’t appreciate cynicism in advertising, and their customers will also not appreciate this. Therefore, it is imperative to use a brand archetype that represents your core personality traits. The three archetypes are described below. They are a guide for creating brand messages.
The outlaw brand archetype is also called the rebel. This archetype is based on the idea of rejecting social norms and disrupting an industry. For example, in 2010, craft beer company BrewDog emerged with an unapologetic brand voice and an “outlaw business for punks” ethos. It has since gone on to gain international distribution, and was named one of the fastest-growing companies in the food and drinks industry.
Lastly, the hero brand is about making dreams come true. This brand is about creating a special moment and inspiring people to act on their dreams. A hero brand is more likely to inspire a sense of self discipline and overcome obstacles. Companies with this archetype include Disney, AXE TED, and Tesla. If you want to build a successful brand, you need to appeal to this archetype. The magician archetype is less common and can be found in more traditional, more conventional brands such as Apple, MACAPPLE, TED, and XBOX.
Everyman: This brand represents the average Joe. Everyman brand values authenticity, honesty, and individuality. Brands in this category emphasize values such as being down-to-earth, being approachable, and embracing diversity. Everyman brands are most likely to be easy to build, but careful consideration of branding archetypes will ensure they build a brand that stands out from the competition. You can learn more about branding archetypes by checking out some of the most common brands in your industry.