A brand archetype is a universal human character trait that a brand embodies. It's a way of connecting with customers on a deeper level, by appealing to their shared values and emotions.
There are 12 main brand archetypes, each with its own unique set of characteristics:
The Innocent
The Regular Guy or Gal
The Hero
The Outlaw
The Explorer
The Creator
The Ruler
The Magician
The Lover
The Jester
The Caregiver
The Sage
When you choose a brand archetype, you're essentially defining the personality of your brand. This will influence everything from your brand messaging to your visual identity.
Why are brand archetypes important?
Brand archetypes are important because they help you create a more meaningful connection with your customers. When people see your brand as a reflection of their own values and beliefs, they're more likely to trust you and become loyal customers.
Brand archetypes can also help you differentiate yourself from your competitors. In a crowded marketplace, it's important to find a way to stand out. By choosing a unique brand archetype, you can create a brand that is memorable and distinctive.
How to choose the right brand archetype for your business
The best way to choose a brand archetype for your business is to think about your core values and mission. What do you stand for? What are you passionate about? Once you have a good understanding of your brand's essence, you can start to narrow down the possibilities.
It's also important to consider your target audience. What are their values and beliefs? What kind of brands do they connect with? By choosing an archetype that resonates with your target audience, you'll be able to build a stronger relationship with them.
Examples of brands that embody different archetypes
Here are a few examples of brands that embody different archetypes:
The Innocent: Apple, Disney, Coca-Cola
The Regular Guy or Gal: IKEA, Target, Walmart
The Hero: Nike, Adidas, Under Armour
The Outlaw: Harley-Davidson, Red Bull, Apple
The Explorer: Jeep, Patagonia, North Face
The Creator: Adobe, Apple, Lego
The Ruler: Rolex, Mercedes-Benz, Louis Vuitton
The Magician: Disney, Apple, Tesla
The Lover: Victoria's Secret, Chanel, Godiva
The Jester: Old Spice, Doritos, Skittles
The Caregiver: Johnson & Johnson, Dove, Pampers
The Sage: Google, National Geographic, Smithsonian
How to use brand archetypes in your marketing
Once you've chosen a brand archetype, you can start to use it in your marketing to create a more meaningful connection with your customers.
Here are a few tips:
Use your brand archetype to inform your brand messaging. Your messaging should be consistent with your brand archetype and appeal to the values and beliefs of your target audience.
Use your brand archetype to create a visual identity for your brand. Your logo, colors, and fonts should all reflect your brand archetype.
Use your brand archetype to tell stories about your brand. People are more likely to connect with brands that have stories to tell. Use your brand archetype to create stories that resonate with your target audience and communicate your brand values.
Additional tips for using brand archetypes
Be authentic. Don't choose a brand archetype just because you think it's popular or successful. Make sure that the archetype you choose is authentic to your brand's core values and mission.
Be consistent. Once you've chosen a brand archetype, be consistent in using it throughout your marketing and branding. This will help you create a strong and unified brand experience for your customers.
Be flexible. The world is constantly changing, so your brand may need to evolve over time. If you find that your brand archetype is no longer resonating with your target audience, be willing to adapt.
Brand archetypes are a powerful tool for creating a more meaningful connection with your customers. By choosing the right brand archetype for your business and using it consistently in your marketing, you can build a brand that is memorable, distinctive, and trustworthy. Brand archetypes are a valuable tool for businesses of all sizes. By understanding and using brand archetypes, you can create a more meaningful connection
At Vapro, we are change makers and result getters, steering your brand towards success. Check out our resources section of the web site and Take our Brand Archetype Quiz! Let us know how it went below.