I shudder whenever I hear someone say brand archetypes even though it's one of the most valuable, simple, and effective business and brand strategy tools available.
Why? I've seen what resources are out there, and they misunderstand (or don't even know) archetypal psychology.
When it comes to applying them to improve an existing brand or design a new one the instructions are scarce, confusing, and conflicting. It’s no surprise to me that many don’t get the results they were hoping for from this area of strategy.
This is such a shame because as you’ll soon see, they are quite easy to apply!
This article fills the gap for an expert brand archetype resource. Here you will learn how to translate this area of commercial psychology to support your business and brand goals. Let’s get started.
Back again? Here's a shortcut to the archetypes:
- MAGICIAN
- REBEL
- HERO
- LOVER
- JESTER
- REGULAR
- CARING
- BOSS
- CREATIVE
- INNOCENT
- SAGE
- EXPLORER
- WILD
- SEEKER
- CURATOR
What are Brand Archetypes?
Archetypes are like the blueprints for different emotions in the human psyche. They are a bundle of feelings, symbols, and patterns that are experienced the same no matter who you are, or where you are from. The initial framework was created by psychotherapist Carl Jung and has since been expanded and evolved.
If the blueprints for 'house' include a box with a roof, window, and door. This means you could see a photograph of a house, or a drawing or even hear a description and know, ah, that's a house. Archetypes are the same, but for emotions.
Brand archetypes are when a brand triggers an emotion in a potential customer, by tapping into the blueprints for that emotion. And if those emotions are connected to purchase motivation, it's a strategy that can make a brand as profitable as it is emotionally compelling.
Unfortunately, most of what's out there on brand archetypes is just... wrong.
In part because it confuses universal archetypes (i.e. caring) with culturally specific tropes (i.e. different types of mothers) and complexes (how a specific person feels about the idea of a loving mother).
In broad strokes, my process for emotionally positioning a brand involves:
- Choosing the brand archetype that is optimal for the business
- Customising a trope within that archetype to build the brand around
- Using this trope to create a complex in potential and actual customers
When it comes to inspiration, other brands are not the best place to look. A lot of brand archetype work is misinformed by the same confused resources. Further to this, even the companies with budgets that can afford behavioural science teams aren't necessarily doing so.
The best place to look for inspiration is stories from cinema, TV, art, and books. Charismatic characters and their dynamic worlds are treasure troves of rich archetypes, tropes, and complexes that have the depth and dynamism to build truly compelling brands.
A while back I completed a course on storytelling run by Pixar Animation Studios. There was an amazing thought experiment they 'test' their characters with. The gist is the character is trapped in an elevator, what do they do? I think this is a fun one to imagine of your brand and a useful tool to help you think about how you translate an archetype to your brand. If your brand was a character with this archetype, what would they say and do? (Side bar: Imagine a Dungeons & Dragons one shot where people make a character from their brand…)
Humans are far more rich and complex than the stories we weave. There are more archetypes than what I have here. These are all the ones I have developed a complete business case for how to apply the psychology. For me to add one to the list it must meet every business design need that can be affected by brand, and that's a lot! Check back as I will add more from time to time.
The Reimaginers Brand Archetypes
MAGICIAN
The archetype of the magician is the human symbol for hope. It represents the opportunity to change. When we encounter the magician we feel optimistic and are reminded that anything is possible.
Magic. Mystery. Potential.
The authority in surprises, the unseen, and transformation.
👍 Wonder
👎 Cynical
A magician brand must never manipulate. If a magician brand goes too far it can seem manipulative and deceitful. A magician brand must always create options so their audience can see a pathway out of stagnancy.
That is how it attracts the uncertain and the stuck. Its strategy is to act as a bridge between reality and the impossible.
REBEL
The archetype of the rebel is the human symbol to rise up against. It represents the fire that burns the old way. When we encounter the rebel we feel bold and are reminded that our voice deserves to be heard.
Fight. Fire. Power.
The authority in belief, protection, and the new world order.
👍 Confidence
👎 Subjugation
A rebel brand must never embody the status quo. If a rebel brand goes too far it can seem aggressive and difficult. A rebel brand must always do things differently so their audience know to expect the unexpected.
That is how it attracts the misfits and the helpless. Its strategy is to burn the old system and then define the new revolution.
HERO
The archetype of the hero is the human symbol for achievement. It represents the desire for completion. When we encounter the hero we feel competent and are reminded that discipline gets things done.
Action. Honour. Strength.
The authority in checking boxes, the finish line, and saving the day.
👍 Courageous
👎 Cowardice
A hero brand must never take shortcuts. If a hero brand goes too far it can seem fake and blowhard. A hero brand must always stand for what’s right so their audience know they’re credible.
That is how it attracts those who wish to be saved and those who wish to save themselves. Its strategy is to catalyse action.
LOVER
The archetype of the lover is the human symbol for intimacy. It represents the want to be known. When we encounter the lover we feel special and are reminded that sensory pleasures are to be indulged in.
Chocolate. Whispers. Winks.
The authority in gifts, romance, and nostalgia.
👍 Wanted
👎 Unworthy
A lover brand must never reject or forget. If a lover brand goes too far it can seem tacky and ingratiating. A lover brand must always go the extra mile so their audience know they’re not just a number.
That is how it attracts the depleted and the lonely. Its strategy is to appreciate all through rose-tinted glasses.
JESTER
The archetype of the jester is the human symbol for joy. It represents connection through laughter. When we encounter the jester we feel light and are reminded to not take things so seriously.
Play. Giggles. Fun.
The authority in comedy, joy, and elation.
👍 Cheeky
👎 Sadness
A jester brand must never appear with heavy emotions. If a jester brand goes too far it can seem inappropriate and embarrassing. A jester brand must always smile first so their audience feel comfortable to let loose.
That is how it attracts the tentative and the bored. Its strategy is to make you laugh.
REGULAR
The archetype of the regular is the human symbol for approachability. It represents belonging. When we encounter the regular we feel accepted and are reminded that perfection isn’t reality.
Ordinary. Everyday. Accommodating.
The authority in inclusivity, a listening ear, and random acts of kindness.
👍 Humble
👎 Egoic
A regular brand must never appear tone deaf. If a regular brand goes too far it can seem insincere and robotic. A regular brand must always think of others so their audience never feel left out.
That is how it attracts the egalitarian and those feeling left behind. Its strategy is to make you feel normal.
CARING
The archetype of the caring is the human symbol for selflessness. It represents generosity. When we encounter the caring we feel supported and are reminded that what we want isn’t always what we need.
Warmth. Service. Protection.
The authority in parenthood, medicine, and charity.
👍 Compassion
👎 Indifferent
A caring brand must never be selfish. If a caring brand goes too far it can seem overbearing and fearful. A caring brand must always take the time to listen so their audience know they matter.
That is how it attracts the hurt and the ignored. Its strategy is to give a damn.
BOSS
The archetype of the boss is the human symbol for leadership. It represents authority. When we encounter the boss we feel powerful and are reminded that we have made it.
Perfect. Premium. Class.
The authority in prestige, control, and precision.
👍 Proud
👎 Vulnerable
A boss brand must never make a mistake. If a boss brand goes too far it can seem rigid and ruthless. A boss brand must always pay attention to detail so their audience believe the quality.
That is how it attracts the wealthy and those who need to get it right. Its strategy is to call the shots.
CREATIVE
The archetype of the creative is the human symbol for imagination. It represents expression. When we encounter the creative we feel curious and are reminded to trust the process.
Manifestation. Novelty. Quirky.
The authority in innovation, beauty, and ideas.
👍 Inspired
👎 Critical
A creative brand must never be bland. If a creative brand goes too far it can seem chaotic and inaccessible. A creative brand must always be reverent of all art so their audience becomes willing to give it a go.
That is how it attracts the makers and the inhibited. Its strategy is to try something new.
INNOCENT
The archetype of the innocent is the human symbol for calm. It represents what is essential. When we encounter the innocent we feel fulfilled and are reminded how children see the world.
Simple. Pure. Wholesome.
The authority in happiness, faith, and minimalism.
👍 Peaceful
👎 Corrupt
An innocent brand must never punish. If an innocent brand goes too far it can seem naive and annoying. An innocent brand must always create safety so their audience can breathe easy.
That is how it attracts the dreamers and those who want to do good. Its strategy is to uplift us.
SAGE
The archetype of the sage is the human symbol for truth. It represents intelligence. When we encounter the sage we feel informed and are reminded that knowledge is power.
Wise. Comprehensive. Expert.
The authority in research, the esoteric, and scholarly pursuits.
👍 Respected
👎 Superficial
A sage brand must never be duped. If a sage brand goes too far it can seem know-it-all and arrogant. A sage brand must always qualify the details so their audience can trust them.
That is how it attracts the inquisitive and those who want to be advised. Its strategy is to leave no stone unturned.
EXPLORER
The archetype of the explorer is the human symbol for freedom. It represents independence. When we encounter the explorer we feel open to new experiences and are reminded that the journey is the destination.
Pioneering. Equipped. Discovery.
The authority in the unknown, wanderlust, and utility.
👍 Free
👎 Constrained
An explorer brand must never settle. If an explorer brand goes too far it can seem reckless and aloof. An explorer brand must always be authentic so their audience will go their own way.
That is how it attracts the ambitious and adventurous. Its strategy is to push the limits.
WILD
The archetype of the wild is the human symbol for instinct. It represents all that is primal. When we encounter the wild we feel raw and are reminded that we are animal.
Blood. Bone. Howl.
The authority in birth, death, and sex.
👍 Unleashed
👎 Numb
A wild brand must never be processed or corporate. If a wild brand goes too far it can seem frightening and not relatable. A wild brand must always be visceral so their audience can be grounded.
That is how it attracts the stifled and the dissociated. Its strategy is to connect people to their primal urges.
SEEKER
The archetype of the seeker is the human symbol for growth. It represents curiosity. When we encounter the seeker we feel pulled to expand our perspectives and are reminded that there is always more than meets the eye.
Understanding. Root Causes. Frenzied searches.
The authority in obsessions, outliers, and strokes of inspiration.
👍 Captivated
👎 Complacency
A seeker brand must never accept the first answer. A seeker brand must be open to multiple and unexpected perspectives. If a seeker brand goes too far it can seem intrusive and rudderless. A seeker brand must always be intriguing so their audience cannot resist the rabbit hole.
That is how it attracts the collaborative and the open-minded. Its strategy is to uncover the purpose.
CURATOR
The archetype of the curator is the human symbol for popular. It represents effortless cool. When we encounter the curator we feel desirable and are reminded that it hurts to be left out.
Discerning. Sneak Peeks. Invitations.
The authority in VIPs, exclusivity, and secrecy.
👍 Pride
👎 Humiliation
A curator brand must never be out of the loop. If a curator brand goes too far it can seem critical and vain. A curator brand must always see things first so their audience trust they are still number one.
That is how it attracts the hipster and groups of friends. Its strategy is to be in the know.
Applying Brand Archetypes in Strategy
Don't use multiple archetypes. If you are using more than one archetype, you're not using any at all. Getting your audience to feel one emotion strongly requires focus.
Do pick a trope of your chosen archetype that embodies the other quality you want to express. For the Magician archetype, the trope of fairy godmother has the primary feeling of wonder, while also communicating some secondary nurturing qualities.
Don't restrict your colour palette. A lot of what gets called 'colour psychology' is not evidence-based. It also doesn't translate across cultures meaning it cannot be archetypal. Think of colours not as what you use but how you use them.
Do use your brand colours to emphasise your archetype. Perhaps you've already got a brand with red as a key colour because you've got a food product and red has been proven to stimulate appetite. A rebel brand archetype might choose a very bold warm red to demonstrate conviction. A magician brand archetype might choose a semi-transparent red for a mysterious veil-like quality. A wild brand archetype? Cold, dark, blood red could be a great choice.
Don't choose an archetype based mainly on what you do. It's totally arbitrary that an innocent brand is 'exploring spirituality', or that a sports brand should be a hero archetype. Even if you had no brand what you sell should be obvious. Your brand has one job, which is to make your target customer instantly know "this is what I've been looking for". That’s it. Brand = Relevance = Cha-ching 🤑
Do choose an archetype based mainly on what attracts your target customer. We're not after any good feeling associated with your business and the outcomes it delivers, or even with pain points. The goal is specifically the emotions that impact your target market's purchasing behaviour. How to work this out is covered in depth inside Turning Points as it varies greatly depending on what insights you built your target market on. When you have a professionally designed target customer your brand works to earn you money and without it you're leaving money on the table.
Benefits of Emotional Positioning
Effective emotional positioning of your business extends beyond brand archetypes. Use it to align the following aspects of your business model and communications to the emotions associated with purchasing motivations in your target market:
-
Captivating storytelling
Think: Emotionally connecting with someone so they're willing to share their limited attention span with you -
Emotionally moving messaging
Think: How you frame what you sell so the person reading the words and looking at the visuals understands why it's so incredible -
What drives consumer behaviour
Think: converting someone in your target market into a real, paying customer -
Wow-factor products, services and experiences
Think: an effective way of giving your business that edge it needs to stand out
I can and do explore and obsess over brand archetypes, tropes, and complexes. I love that everyone can understand and use them because we are them. I love that they extend across cultures and through time, yet are also always becoming new based on the current cultural shifts in what a society values, and emerging trends that reflect how those shifts play out in different communities. I love that there is limitless ways to personalise and create with them so they become one of the most profitable parts of your businesses intellectual property.