3 or more Tips to Create a Brand name Archetype for Your Business [+ 4 Examples]

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When I start a Television show, I immediately attempt to identify each archetype.

Who’s the protagonist? Who’s the villain? Who’s the unsung hero conserving the day at the last second? Sometimes, it’s apparent from the very beginning as well as others, you can’t tell until the very last picture.

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The point is that these archetypes are universally identified personas that are used to tell a story. They help us because viewers understand what’s going on and help all of us get emotionally invested in the characters.

In real life, manufacturers use archetypes to shape their narrative. Let’s cover the 12 brand archetypes, how to define yours, and review some examples from popular brand names today.

The archetype model is definitely credited to Author and Thought Head Carol S. Pearson, who outlined the 12 archetypes within her book “Awakening the Heroes Within. ”

A good archetype is more than the persona or personality – it’s associated with a larger theme, idea, or emotion that transcends time plus culture.

For example, everyone, regardless of culture or generation, can identify with the idea of a hero. Brand names like Nike embody that archetype because it tells a scalable and sustainable story, tapping into human nature.

It’s easy to confuse a brand archetype with a brand name identity. While the two may seem similar in concept, their compositions are completely different.

Your brand identification is a holistic view of how your brand presents itself to the globe, from logos and colors to messaging and promises. An archetype, on the other hand, is the personification of the brand values, objective, and story.

In simpler terms, your identity says ” Here I am . ” Your archetype says, ” This my story . ”

Why would you use brand archetypes?

Brand archetypes are helpful for every brands, regardless of size and success.

For emerging businesses, an archetype will help mold your brand perception. Because a good archetype is tied to a theme, it’s easier for consumers to wrap their mind around.

Too often, brands seem far from their target audience. A good archetype can help link that gap and create an emotional tie up between you and your audience.

Now parenthetically you’re an established brand that’s having trouble connecting with its target audience. In this instance, building an archetype can help you create a narrative around your brand name that your audience can rally behind.

In addition , archetypes assist you to set expectations pertaining to interactions with your brand at every touchpoint.

Brand Archetypes Wheel

brand archetypes wheel

  1. The Blameless craves safety and discusses things from a cup half full. The main themes for this archetype are happiness, believe in, and purity.
  2. The Sage craves understanding . For them, the pursuit of knowledge is the priority. Education-focused companies, such as Coursera and Discovery, typically exhibit this archetype.
  3. The Explorer craves freedom. With this archetype, it might be all about what’s daring and exciting. Think of outdoor and adventure brands.
  4. The Outlaw desires liberation. They believe in the old saying, “Rules are made to be broken. ” The primary themes for this archetype are rebellion plus disruption.
  5. The Magician demands power . These kinds of are dreamers who believe anything can happen. You will also find this frequently in entertainment brand names as well as beauty.
  6. The Hero craves mastery. They don’t back down from a challenge plus display courage, integrity, and bravery – a common archetype within sportswear brands.
  7. The Sweetheart craves intimacy and focuses heavily on the detects. Popular lover archetypes are found in indulgent brands like chocolates, wine, fragrance, and cosmetics.
  8. The Jester demands enjoyment. They bring the enjoyable to the party every time, and they’re not scared of a little mischief.
  9. The Everyman desires belonging . They may be warm, friendly, plus humble. This is perhaps the most flexible archetype and you can see it in a number of industries.
  10. The Caregiver craves service. The main theme of the archetype is dedication. Nonprofit and sustainability brands depict this archetype often.
  11. The Ruler craves control. They value organization, power, plus status. You’ll often notice this archetype in luxury vehicle brands.
  12. The Creator desires innovation . These types of bold, creative, and aren’t afraid to try new things. Technology brand names like Apple plus Adobe are perfect examples of this archetype.

How to Define and Create Your Brand name Archetype

one Look at your values and mission.

The industry you’re in may inform how easy it is for you to specify your archetype.

For instance, if you’re a camping gear firm, your archetype can certainly tie back to the “Explorer” archetype, as that’s all about experience. Or if you’re a non-profit, the “Caregiver” is a natural suit. However , it’s not usually that easy.

Generally, you’ll have to dig heavy and refer to your own values and mission statement for some direction. They serve as the thematic pillars of the brand and will help you determine which archetype fits you best.

For instance, say you’re a jewelry brand with a sell-one-give-one model and your objective is to empower

They tell us the “why” behind your company. Perhaps it’s durability, empowerment, celebration, or something entirely various.

Answering these questions will help you determine which archetype makes the most sense for the brand.

2 . Build on emotion.

We know through study that emotional attractiveness works. And storytelling is the perfect vehicle for conveying emotion.

That’s why archetypes can be so effective — they’re associated with emotion.

With that in mind, consider what emotions you want your market to feel when connecting with your brand name.

Chocolate is usually associated with love. As such, many chocolate manufacturers embrace the “Lover” archetype and create commercials that emphasize consistency, building sensory encounters.

That leads all of us to the next tip beneath.

3. Think of your market.

While your brand archetype can be strongly influenced by your company values and mission, you’ll want to consider your audience in this process.

Will they match this archetype? Perform they see on their own in it? How will they respond?

Wondering these questions can help you shape your brand name archetype and mildew it to fit your customers.

For instance, you might find that your brand shows both “Jester” and “Everyman” archetype qualities. However , based on your understanding of your audience, you may decide to lean read more about one for a particular campaign.

If your company is going through a rebranding process, you may even reconsider which brand archetype fits your brand the best.

Brand Archetypes Examples

1 . Godiva

This one is an easy one.

Godiva is a chocolate bars brand that signifies the “Lover” archetype.

Their brand, as reflected in their commercials, is all about intimacy, indulgence, and feeling the senses.

Take this industrial.

It’s filled with pinks and yellows, colors commonly associated with sensuality and closeness. The shots get different textures meant to arouse the detects.

And if right at the end of the commercial, you’re still not clear on the archetype, they lie down it out within the tagline: “Chocolate certainly not sensed so good. ”

second . Hanahana Beauty

Brands that are socially conscious often squeeze into the “Caregiver” archetype. Hanahana Beauty is no different.

This beauty and health brand has a clear mission: Disrupt the beauty industry with thoroughly clean products and sustainable procedures that improve the shea trade.

Within their latest video ad, Hanahana Beauty presents a new product called “skin nutrition. ”

1 standout line from the ad is this: inch For me, one thing you can do to show enjoy is through providing . ”

The narrator procedes say that self-love is also a form of giving, that it is giving to your self.

Overall, the particular ad is welcoming and warm – mirroring the archetype beautifully.

three or more. Saysh

“Like so many of us, I used to be told to know our place. ”

When you hear this quote from Olympian and Saysh creator Allyson Felix in the company launch ad, you’re immediately invested in her story.

This ad tells the story of the “Hero” archetype, facing challenges and addressing them head-on. Felix explains how the girl journey as a women athlete and mother showed her that will her biggest competitor is inequality.

With her brand name, she fights against it.

It can everything you expect within a hero archetype: Genuine, brave, and uplifting.

4. Netflix

If you stick to this streaming approach on any social networking platform, you probably would have already guessed which they follow the “Jester” archetype.

Whether it’s inside a Tweet or within an ad, Netflix depends heavily on wit to attract plus captivate its audience.

 

The brand name is based entirely on enjoyment – particularly sitting back and calming to watch your favorite TV show or movie. Therefore , it’s only right that their archetype match.

If it is video commercials like these based on your brand archetypes, consider equipment like Wistia, Vidyard, and Hippo Video clip. These tools help you generate high-quality videos to reach audiences in both B2B and B2C.  

Building your brand archetype is just another way to connect with your own audience. As your brand name evolves, many things may change, including your products or services, your messaging, and even your target audience. Your archetype ensures that you tell a story that may resonate with any kind of consumer.

brand consistency

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