brand archetypes

7/16/2019 Brand Archetypes

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Jungian Archetypes

Group-belonging

Order

Change

Self-discovery

INNOCENT

EXPLORER

SAGE

RULER

CREATOR

HERO

CAREGIVER

EVERYMAN

LOVER

JESTER

REBEL

MAGICIAN


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Summary of archetypes

Motivation: stability and control

= Archetypes: Creator (craft something new), Caregiver(care for others), Ruler (exert control)

Motivation: belonging and enjoyment= Archetypes: Jester (have fun), Everyman (be fine withself), Lover (find/give love)

Motivation: risk and mastery

= Archetypes: Hero (act courageously), Rebel (break the

rules), Magician (affect transformation) Motivation: independence and fulfilment

= Archetypes: Innocent (retain/renew faith), Explorer(maintain independence), Sage (understand the world)


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MagicianMotto: I make things happen

Core 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 itWeakness: becoming manipulative

Talent: finding win-win solutions

MAGICIAN BRANDS MAY

be transformative have a new-age quality

be consciousness-expanding

be user-friendly

have spiritual connotations

be a very new, contemporary product

be medium- to high-priced


4/15

OutlawMotto: rules are made to be broken

Core desire: revenge or revolution

Goal: to overturn what isn't working

Greatest fear: to be powerless or ineffectual

Strategy: disrupt, destroy, or shockWeakness: crossing over to the dark side, crime

Talent: outrageousness, radical freedom

REBEL BRANDS MAY

have customers or employees who feel disenfranchised from society

help retain values that are threatened by emerging ones

or pave the way for revolutionary new attitudes

be low to moderately priced

break with industry conventions


5/15

JesterMotto: you only live once

Core desire: to live in the moment with full enjoyment

Goal: to have a great time and lighten up the world

Greatest fear: being bored or boring others

Strategy: play, make jokes, be funnyWeakness: frivolity, wasting time

Talent: joy

JESTER BRANDS MAY

give people a sense of belonging

help people have a good time be low or moderately priced

be produced by a fun-loving company

want to be differentiated from self-important, overconfident established brands


6/15

LoverMotto: you're the only one

Core desire: attain intimacy & experience sensual pleasure

Goal: being in a relationship with people / work / surroundings they love

Greatest fear: being alone, a wallflower, unwanted, unloved

Strategy: to become more and more attractive physically and emotionallyand in every other way

Weakness: doing anything & everything to attract & please others losing

identity

Talent: passion, gratitude, appreciation, and commitment

LOVER BRANDS MAYFocus on the senses and create a multi-sensorial experience for consumers

Help people belong, find friends and partners

Represent all that is dreamy and glamourous about life

Idealists and dreamers for a better world

Promise beauty and sexual appeal


7/15

EverymanMotto: all men and women are created equal

Core 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 earth / common touchWeakness: losing one's own self in an effort to blend in

Talent: realism, empathy, lack of pretence

EVERYMAN BRANDS MAY give people a sense of belonging

have a day-to-day functionality

have low to moderate price points

be produced by a solid company with a simple / homely organisational culture

need to be differentiated in a positive way from more elitist / higher-priced brands


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CaregiverMotto: Love your neighbour as yourself

Core desire: To protect and care for others

Goal: To help others

Greatest fear: Selfishness and ingratitude

Strategy: Doing things for othersWeakness: Martyrdom and being exploited

Talent: Compassion, generosity

CAREGIVER BRANDS MAY

support families or be associated with nurturing serve the public sector, e.g. health / social care, education, aid programmes

help people stay connected with and care about others

help people care for themselves

be a non-profit or charitable cause


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RulerMotto: power isn't everything, it's the only thing

Core desire: control

Goal: create a prosperous, successful family or community

Strategy: exercise power

Greatest fear: chaos, being overthrownWeakness: being authoritarian, unable to delegate

Talent: responsibility, leadership

RULER BRANDS MAY

be a high-status product used by powerful people to enhance their power

make people more organised offer a lifetime guarantee

empower people to maintain / enhance their grip on power

have a regulatory or protective function

be moderately to high priced

want to differentiate themselves from more populist / leading brands


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CreatorMotto: if you can imagine it, it can be done

Core desire: to create things of enduring value

Goal: to realise a vision

Greatest fear: mediocre vision or execution

Strategy: develop artistic control and skill

Task: to create culture, express own visionWeakness: perfectionism, bad solutions

Talent: creativity and imagination

CREATOR BRANDS MAY

promote self-expression, provide choices and options, help foster innovation

be in a creative field like marketing, PR, the arts, or technology

want to differentiate themselves from an unimaginative / "do-it-all" brand

have a do-it-yourself aspect that saves money

have customers with the time to be creative

have a creative organisational culture


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InnocentMotto: free to be you and me

Core desire: to get to paradise

Goal: to be happy

Greatest fear: to be punished for doing something bad or wrong

Strategy: to do things rightWeakness: boring for all their naive innocence

Talent: faith and optimism

INNOCENT BRANDS MAY

offer a simple solution to an identifiable problem

be associated with goodness, morality, simplicity, nostalgia or childhood be low or moderately priced

be produced by a company with straightforward values

want to be differentiated from brands with poor reputations


12/15

SageMotto: the truth will set you free

Core desire: to find the truth

Goal: to use intelligence and analysis to understand the world

Biggest fear: being duped, misled or ignorance

Strategy: seeking out information and knowledge; understanding processes

Weakness: can study details forever and never actTalent: wisdom, intelligence

SAGE BRANDS MAY

provide expertise or information to customers

encourage customers to think be based on new scientific findings or esoteric knowledge

be supported by research-based facts

want to differentiate themselves from those whose quality / performance is suspect


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ExplorerMotto: don't fence me in

Core desire: the freedom to find out who you are by exploring the world

Goal: to experience a better, more authentic, more fulfilling life

Biggest fear: getting trapped, conformity, and inner emptiness

Strategy: go on a journey, experience new things, escape from boredomWeakness: aimless wandering, becoming a misfit

Talent: autonomy, ambition, being true to one's soul

EXPLORER BRANDS MAY

help people feel free, nonconformist or pioneering be rugged and sturdy or for use in the great outdoors or in dangerous settings

be purchased from a catalog or on the Internet

help people express their individuality

be purchased for consumption on the go

want to differentiate themselves from a successful Everyman or conformist brand

have an explorer culture that creates new and exciting products or experiences


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HeroMotto: where there's a will, there's a way

Core desire: to prove one's worth through courageous acts

Goal: expert mastery in a way that improves the world

Greatest fear: weakness, vulnerability, being a "chicken"

Strategy: to be as strong and competent as possible

Weakness: arrogance, always needing another battle to fightTalent: competence and courage

HERO BRANDS MAY

be inventions or innovations that will have a major impact on the world

help people be all they can be solve a major social problem or encourage others to do so

have a clear opponent they want to beat

be underdogs or challenger brands

be strong and help people do tough jobs exceptionally well

need to be differentiated from competitors that have problems following through

have customers who see themselves as good, upstanding citizens


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Dont take it too far Archetype Virtue Vice

Innocent Faith Denial

Caregiver Compassion Martyrdom

Ruler Responsibility Dictatorship

Jester Fun Cruel humour

Regular guy/gal Equality Lynch mob

Lover Love Promiscuity

Hero Courage Arrogance

Outlaw Revolution Destructiveness

Magician Transformation Manipulation

Creator Innovation Mad Scientist

Explorer Authenticity Self-indulgence

Sage Wisdom Dogmatism

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