Branding 101: 12 Brand Archetypes

Marketing Ideas 12 Brand Archetypes

What is a brand archetype? Archetypes are a concept originally conceived by famed Swiss psychologist, Carl Jung. In marketing, a brand archetype is a genre you assign to your brand, based upon symbolism. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of […]

Brand Archetype: Caregiver

Quote: “When you’re a caregiver, you need to realize that you’ve got to take care of yourself, because—not only are you going to have to rise to the occasion to help someone else—but you have to model for the next generation.” ~ Naomi Judd Motto: Love your neighbor as yourself. Driving desire: to protect and […]

Brand Archetype: Lover

Quote: “A true lover always feels in debt to the one he loves.” ~ Ralph W. Sockman Motto: You’re the only one. Driving desire: intimacy and experience Goal: being in a relationship with the people, work and surroundings they love Greatest fear: being alone, a wallflower, unwanted, unloved Strategy: to become more and more physically […]

Brand Archetype: Creator

Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw Motto: If you can imagine it, it can be done. Driving desire: to create things of enduring value Goal: to realize a vision Greatest fear: mediocre vision or execution Strategy: develop artistic control and skill Task: to create culture, express […]

Brand Archetype: Regular Guy/Girl

Quote: “I understand the common man because I understand me in that regard, at least.” ~ Vince McMahon Motto: All men and women are created equal. Driving desire: connecting with others Goal: to belong Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues, be down to […]

Brand Archetype: Outlaw

Quote: “Love is the ultimate outlaw. It just won’t adhere to any rules. The most any of us can do is sign on as its accomplice.” ~ Tom Robbins Motto: Rules are made to be broken. Driving desire: revenge or revolution Goal: to overturn what isn’t working Greatest fear: to be powerless or ineffectual Strategy: […]

Brand Archetype: Magician

Quote: “Dream no small dream; it lacks magic. Dream large. Then make the dream real.” ~ Donald Wills Douglas Motto: I make things happen. Driving desire: understanding the fundamental laws of the universe Goal: to make dreams come true Greatest fear: unintended negative consequences Strategy: develop a vision and live by it Weakness: becoming manipulative […]

Brand Archetype: Ruler

Quote: “He who is to be a good ruler must have first been ruled.” ~ Aristotle Motto: Power isn’t everything, it’s the only thing. Driving desire: control Goal: create a prosperous, successful family or community Strategy: exercise power Greatest fear: chaos, being overthrown Weakness: being authoritarian, unable to delegate, out of touch with reality Talent: […]