eBusiness Weekly
Leslie Mupeti
Brand archetypes are a framework of 12 personalities that represent all human personalities. The reason why these archetypes are so effective in building your brand personality is that you can identify what your core audience identifies with, what their core desires are, and the characteristics they display and are most attracted to. We can then go ahead and then assign an archetype and personality to our brand that is modelled around the characteristics of our ideal customer.
Let’s look at some of the archetypes:
1. The outlaw
An example might be a rebellious brother or the person always getting in trouble in class who doesn’t listen to teachers and is always in detention. The outlaw doesn’t follow rules. The common outlaw has this burning desire for freedom e.g. William Wallace in the movie “Brave Heart”. An example of a brand that has this outlaw archetype is Harley Davidson. The average Harley customer has a burning desire for liberation.
2. The magician.
Mainly found in movies or your Chemistry teacher (he/she is able to do things that we don’t understand), we see them on a higher level. They’re powerful, mystical, and protect their secret source of power. An example in the film is Gandalf in “Lord of the Rings”. Disney is an example of a brand that fits this magician archetype. They use this archetype throughout most of their branding.
3. The hero
The most recognisable archetype. They have an intense desire to win and to save the day. The hero is seen in our lives every day. This person will do anything to win that game of soccer, that race, or that game of snakes and ladders. Whatever game you play with this person they will do whatever it takes to win and they’re pretty upset if they don’t win. The hero is typically aggressive, determined, courageous, competitive, and motivated. Nike is an example of a brand that uses this Hero archetype. Nike celebrates sporting heroes like Serena Williams, Tiger Woods, Lebron James, and Michael Jordan throughout most of their advertising.
4. The lover
You come across this archetype mostly in your adult life. The lover archetype is all about seduction. This archetype wants to belong and to be loved. Sensual, exotic, sensitive, sexy, and affectionate are some of the characteristics of this archetype. An example of a brand that uses this archetype is Victoria’s Secret.
5. The Jester
The funnyman or woman or the funny friend in class. The person in the room making jokes. They find humour in every situation. They have a desire to make other people laugh. The jester is full of humour, excitement, and positivity e.g Will Ferrel in “The Anchorman”. An example of a brand that follows this archetype is “Old Spice”. They make their audience laugh throughout most of their advertising.
6. The everyman
The most normal person in the room. They don’t want to stand out. They don’t want to be in the limelight. They just want to belong and to be accepted. They are humble, welcoming, and friendly. An example in the film is Will Smith in “The pursuit of happyness”. IKEA is an example of a brand that fits this archetype. Their tagline even says: “The wonderful every day.” They are for everybody.
7. The caregiver
They have a desire to give service. An example is your mother/father. They’re the behaviours we first see as a baby through our mothers and family. Later on in life, this archetype is seen in people such as nurses, doctors, teachers, and caring friends. They are selfless people. They put people first before themselves. Kind, warm, loving, caring. An example is Mother Theresa. Unicef, WHO, or WWF are some of the brands that follow this archetype.
8. The ruler
The ruler imposes control e.g. strict parents, the school bully, the headmaster, your boss, your sports team captain. They use intimidation and fear to impose their control. They put a high value on success, wealth, and status. They are authoritative and they rule by fear. An example in the film is Don Corleone in “The Godfather”. An example of a brand is most high street brands such as Mercedes.
9. The Creator
An innovative and creative person. Example designers, writers, architects. Everyone has an element of creativity in them but for some people, it’s greater than others. They think outside the box. They have grand visions, innovation, and imagination. They’re able to see things other people don’t see. An example in the film is Willy Wonker in “Charlie and the chocolate factory” Apple is an example of a brand that aligns itself with creatives.
10. The innocent
Someone who wants safety. Someone who wouldn’t hurt a fly. Someone who wants the world to be nature intended. Loves nature and is in touch with nature. Sensible, simplistic, purity and responsible. Examples of brands that follow this archetype are Doves and Aveeno.
11. Sage
They have a desire for knowledge. They’re responsible and guiding. They have a desire to share that knowledge and help others. Wise, knowledgeable, have wisdom. Common examples are teachers, parents, and mentors. An example in the film is Yoda from “Starwars”. Google is an example of a brand that fits this archetype.
12. The Explorer
The desire for adventure. Example travellers, hikers, and backpackers. They’re independent, daring and they challenge themselves always. An example in the film would be Indiana Jones. Jeep is an example of a brand that fits this archetype.
The end goal of brand personality is to make the brand more relatable and more human because the audience is human and that’s how they connect with people through characteristics.
Leslie Mupeti is a brand identity and brand strategy expert. He can be contacted on +263 785 324 230 and [email protected] for feedback.
