Daniel Dulake: Archetypes in Branding
July 31, 2019Daniel Dulake Talks about Archetypes in Branding
Welcome to the Daniel Dulake blog. Daniel Dulake is a business-savvy, results-driven, top rated Web Deceloper. Here’s what you need to know about brand archetypes, and how to choose one for your business.
What are brand archetypes?
Archetypes are commonly associated with characters in a story. However, they often tie to themes and emotions that extend far beyond the boundaries of a script. According to Archetypes in Branding, “archetypes represent a pattern of ideas and way of thinking that is consistent across time, generations and cultures.” Archetypes remain consistent over time because they represent values, traits, and motivations that are intrinsic to human nature.
Why do archetypes matter?
Archetypes tap into universal human desires. They take the sales pitches and value propositions and transform them into a character that people understand. To understand why brand archetypes matter for your bottom line, consider these three benefits of archetypal branding:
- Archetypes set the tone for brand experiences.Archetypes set the stage for experiences and relationships with customers. For example, a brand with a caregiver archetype will exude a helpful, personable, and supportive personality. Once these characteristics have been established, a person will set expectations for the next brand experience.
- Archetypes tap into customer desires.The power of archetypes is that they can be specifically tailored to your audience’s needs and wants. In other words, brands use archetypes to forge a connection between an audience’s need and your product.
- Choosing your brand archetype. Finding the right archetype for your brand is crucial for building an identity that feels relatable, consistent and unique. Consider which ones fit your brand below:
Hero. A hero archetype is also about instilling positive change in the world. To be a hero, a brand must encourage its followers to uphold self discipline and overcome challenges.
The Explorer. Explorer brands are outgoing, adventurous and brave. Companies like Patagonia, REI, and Topo Designs are excellent examples of explorer brands. They invite customers to join you on your journey, but give them a leg up so they don’t feel excluded in the process.
The RebelOutlaw. The rebel outlaw is the cool and endearing archetype rebel archetype character. In fact, it lives for shock and awe. Harley Davidson, Nasty Gal, and Virgin are all examples of brands that go against the status quo.
The Magician. Mystery. Potential. Transformation. These are the traits embodied by the magician archetype, which is known for being both intuitive and charismatic. Magician brands include Disney, MACApple, and AXE TED, and XBOX. Being imaginative is key, but be sure to maintain a sense of realism and achievability.
The Creator. As you’ve likely guessed by its name, the creator archetype is an artistic one.The creator celebrates all things artistic, but it still maintains a commitment to truth and integrity.
The Ruler. Similar to a king or leader, the ruler is an archetype that sets a path for others.This is why ruler brands are often creators of luxury goods, like Mercedes or Rolex.However, brands should beware of how the ruler can be seen as pompous and too exclusive.
The Sage. The sage is like a trustworthy, intelligent friend you can always depend on. Oprah, Marie Forleo, and the Dear Sugars podcast are characters that also embody such traits.Avoid trying to sound too smart, as this can make your customers feel inferior.
The Innocent. Innocent brands are simple, carefree, and happy. Consequently, they’re the character that people can turn to when they need a refreshing yet they maintain a set of reservations that people can rely on. Think of Dove and Warby Parker.
The Jester. Everyone loves the class clown. Dollar Shave Club is a perfect modern example of how humorous videos can spread brand awareness while making people laugh.
The Lover. Intimacy is an essential human need. Victoria’s Secret and Cosmopolitan Magazine are other popular examples of lover brands.
The Caregiver. The caregiver archetype is exactly what it sounds like: nurturing, helpful and altruistic. Caregiver brands include TOMS shoes, Johnson & Johnson and St. Jude’s Hospital. When you’re a caregiver, its key to show that you’re strong and capable.
The Everyman is all about quality over quantity. This archetype isn’t aiming for a quick sell. The best examples of everyman brands are Levi’s, IKEA, and Budweiser.
Discovering your brand archetype will strengthen and guide your brand’s personality in order to attract your ideal customer base.
Daniel Dulake is a web designer who unites inspiration with content, beauty with function. He and his company Web Digital is passionate about unique designs, imaginative websites, simple cms, database programming, web applications and achieve your online marketing objectives to the next level. Discover more about Daniel Dulake and his company here. Got a project or partnership in mind? Get in touch with Daniel Dulake here. Be the first to hear about our latest projects, career opportunities and all things digital on the Daniel Dulake Twitter page here.
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