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What are brand archetypes?

Brand archetypes are ‘categories of personalities’ that we tend to associate with – we tend to think, feel and perceive in certain ways according to our archetype. Jung was the original creator of archetypes, however, Mark and Pearson (2001) took Jung’s archetypes one step further and created the twelve brand archetypes which are grouped under four categories: Stability & Control, Independences & Fulfilment, Risk & Mastery, Belonging & Enjoyment. Jung who said: “Archetypes are cognitive categories, or predispositions that humans are born with to think, feel, perceive and act in specific ways.” .

Why are brand archetypes important for your personal brand?

We all want to be loved right? How much do you love people with no personality?  Contrast this with someone you’ve met who comes across as completely authentic. What a difference hey? The person with no personality is boring and fake! Read on to ensure that your personality and you shine whatever the situation.

As a Business Owner, Freelancer (Consultant or Coach), Entrepreneur or Professional (BOFEP) you are your business and it is essential to come across as authentic.  It is important to identify your brand archetype(s) because rather than trying to be everything, identifying your brand archetype will enable you confidently celebrate your differences. You will probably be more than one archetype – it’s best to limit to three or four brand archetypes or you will become bland.

In many cases, your business is a reflection of you – your thoughts and feels cascade through your business, through all your communications and marketing messages. Being in touch with your archetype will increase your confidence enabling you to become irresistible, super-powering your powers of motivation, inspiration and persuasion.

Don’t get caught into the trap that if you sell a product you must become this or that archetype. For example, British Airways and easyJet are both airlines, however they are very different archetypes. easyJet is an Explorer archetype and British Airways is The Ruler. So don’t let your sector hold you back. I discuss many more examples in Marketing Psychology from the Inside Out.

My guarantee to you

I guarantee that once you identify with your brand archetype(s), creating marketing content will become easier and more enjoyable which will help you attract the right customers to grow your business. How? You will become genuine, compelling and authentic. Read the brand archetype descriptions below and then you will understand that your thoughts and beliefs make you different. All you need to do is learn to nurture your archetype in everything you do through from the inside out – your personal brand, business brand and marketing communications – both offline and online. Join other students who have loved personalities on my Marketing Psychology from the Inside Out course.

What is your brand archetype?

There are 12 fascinating brand archetypes. Scroll down and you can read more about them. Jot down the archetypes that most resonate with you. There are no right and wrong answers. You can have up to four archetypes. Any more and you will become bland. It is my mission to superpower your personal brand and business brand, making you irresistible to customers, leads, teammates, your boss – anyone you want to persuade and influence.

What brand colour should I use for each archetype?

Within each archetype I suggest different colours. However, rules are made to be broken! The general rule of thumb is that the bolder the archetype, the bolder the colour. If you are a rebel – anything goes. Lyft uses a pink logo, when traditionally pink has been used for babies and beauty. If you are unsure, research your market and see what they use. I cover colours in my marketing psychology course which is soon to be CPD accredited.

What next?

Well, once you have your archetypes listed, then we need to take this one step further and apply them to your personal and business brand. We will create personal brand guidelines for you. This will ensure you and your business are always aligned and authentic enabling you to be passionate, authentic and compelling. Remember, people buy from people!  We will then cascade this into your online and offline marketing, including social media planning, Zoom calls, website, and other branding. In a crowded marketplace, it is important to stand out. Once this is in place, you will be able to use the insights to tap into the minds of customers, improving their customer journey and generating exciting new business.

I use brand archetypes and other marketing psychology concepts when I coach my clients. If you’d like to get more of flavour of my style, take a look at my online course = Marketing Psychology from the Inside Out. 

The Sage

  • The Sage wants to find the truth and understand the world
  • The Sage uses insights, knowledge and analysis to achieve this
  • Drivers: enlightenment, truth, knowledge and understanding
  • Sage brands: Google, McKinsey, Forbes, You?
  • Colours: Dark blues, greens, grey and burgundy

The Innocent

  • The innocent brand archetype is idealistic and strive to be socially responsible, ethical, good, fair. Some may say naive.
  • They see the best in everything and are people pleasers (Transactional Analysis)
  • Drivers: Tranquillity, equality, happiness, faith 
  • Innocent brands: Innocent drinks, The Body Shop, The Green Party, Greta Thunberg
  • Colours: Green, white, brown

The Explorer

  • The explorer archetype is authentic, bold and independent. They are good innovators and love a challenge. They crave constant newness, excitement and adventure
  • Explorer drivers: A rewarding, fairer world
  • Explorer brands: Elon Musk, easyJet, Richard Branson, The Adventure People
  • Explorer colours: Orange, red, green, brown, black

The Ruler

  • Rulers want to be powerful leaders and controllers after world domination 
  • Rulers are traditional leaders with less soft skills 
  • Drivers: Power, success, bringing order to the world
  • Sage brands: Apple, Elon Musk, Microsoft
  • Colours: Black, silver, gold, white, dark blue

The Caregiver

  • The Ruler wants to find the truth and understand the world
  • The Ruler uses insights, knowledge and analysis to achieve this
  • Drivers: enlightenment, truth, knowledge and understanding
  • Sage brands: Google, McKinsey, Forbes, You?
  • Colours: Dark blues, greens, grey and burgundy

The Creator

  • The Ruler wants to find the truth and understand the world
  • The Ruler uses insights, knowledge and analysis to achieve this
  • Drivers: enlightenment, truth, knowledge and understanding
  • Sage brands: Google, McKinsey, Forbes, You?
  • Colours: Dark blues, greens, grey and burgundy

The Hero

  • Heros want to be powerful leaders and controllers after world domination
  • Drivers: Courage, determination, mastery, ambitious.
    They don’t give up. Will find a way to succeed, hate to loose
  • Hero brands: Emergency services, charities, Superman! Wonder Woman!
  • Colours: Blue, silver, red

The Rebel

  • The Rebel brand archetype likes rebellion, revenge and revolution! 
  • Think danger and extreme sports companies. It’s cool to be extreme! 
  • Rebel drivers: Disruptive, rule breaker, change, rebellious, provocative
  • Rebel brands: Habito mortgages, Caterpillar, Redbull, Billabong
  • Colours: Anything! You are a rebel. You break the rules!

The Magician

  • The Magician wants to make dreams come true, turn water to wine, to perform alchemy
  • Beauty companies promise to transform old skin to young skin, technology companies transform inefficient to efficient, pharmaceuticals transform sick to health 
  • Drivers: Magic, dreams, transformation, belief
  • Magician brands: Cadburys, L’Oreal, Disney
  • Colours: Purple, gold, burgundy, white, black

The Lover

  • The lover brand archetype stimulates and arouses the senses
  • Drivers: Intimacy, indulgence, romance, pleasure, love, closeness, want to feel attractive
  • Lover brands: M&S Food, Godiva Chocolates, Habito Mortgages
  • Colours: Red, pink, black, gold

The Jester

  • The jester wants to live in the present, is full of joy and enjoys entertaining the world.
  • The jester is the clown and never wants to grow up
  • Drivers: Positivity, joy, fun, happiness, positivity
  • Jester brands: Sara Cox, Graham Norton, KFC
  • Colours: Anything bold goes!

The Everyman

  • They want to fit in and belong.
  • They are realistic and down to earth and conform rather than stand out
  • Drivers: Inclusion, connection, community, equality, accessible, FOMO
  • Everyman and woman brands: GAP, Ikea, Tesco, Aldi
  • Colours: Classic colours – navy blue, grey, burgundy

 all

Core values vs core brand archetypes

As mentioned above it is important to have three to four brand archetypes for your personal brand. For me, my archetypes are The Creator, The Lover, The Sage and The Innocent. How do I know these are my core brand archetypes? It’s a bit like identifying your care values. I think of the situations that upset me (cognitive dissonance) as these situations are usually going against my values.  My core values are Creativity, Curiosity, Community and Continuous Improvement. There is a strong link between your brand archetypes and your core values. If you would like to find out more about this, my Udemy course, Marketing Psychology from the Inside Out explains more.

Adopting archetypes

Don’t worry about getting bored with your archetype. You can always adopt a different archetype for certain campaigns. For example, Habito Mortgages adopted The Lover Brand Archetype for one of its campaigns by using a provoking Kama Sutra approach. You might be tricked into thinking that Habito Mortgages has The Lover archetype. Alas no! If you look at the Habito Mortgages other campaigns, they are not all Kama Sutra or lover-themed. Habito Mortgage’s main brand archetypes is. the Outlaw: it has disrupted the market in terms of its product and its marketing.

Habito Mortgages has disrupted the market with its simple approach to mortgages. It adopted The Lover for one campaign to provoke the market. One would need the Outlaw archetype in order to have the courage to use a provocative approach.  It is essential to note that Habito Mortgages customer service is five star and exceeding customer expectations is key. Read the TrustPilot reviews for Habito Mortgages.

It is my mission in coaching to superpower your personal brand and business brand, enabling you to become irresistible to customers, leads, teammates, your boss – anyone you want to persuade and influence. To get you on your way, read through the twelve brand archetypes below and jot down the archetypes that most resonate with you. There are no right and wrong answers. You can have up to four archetypes, any more and you will become bland.

 

 

Applying archetypes to your business brand

Well, once you have your archetypes listed, then we need to take this one step further and apply them to your personal and business brand. In a crowded marketplace, it is important to stand out. Once you have applied them, you will be able to use the insights to tap into the minds of customers and leads, generating new business.

I use brand archetypes and other marketing psychology concepts when I coach my clients. If you’d like to get more of flavour of my style, take a look at my online course = Marketing Psychology from the Inside Out. 

 

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