Have you heard of the term brand archetypes before? Whether you’re familiar with the term or not, you will have encountered them throughout your day to day life. They are the characters that we know and love in movies, tv shows and stories. Each of the archetypal characters have certain personality traits, that we can recognise and relate to, and it’s because of this, that they are used within the branding process.
They help us to build out a personality for the brand and help to create a more human connection with our audience, which is such an important step in the brand strategy process.
The archetypes were first created by psychologist, Carl Jung in the early 20th century, who discovered that there were a group of traits that model certain personas, and that they are universally recognised.
Though the names have changed slightly since Jung first spoke of them, these archetypes and their traits have become key in storytelling and brand development .
When we build a brand it is not about designing a logo, that is just a very small piece in puzzle. A brand is built on many different aspects; vision, values, positioning, storytelling and brand personality. Having a defined personality helps us to stay aligned to the bigger picture.
A brand that has a clearly defined personality, helps to evoke the right feelings and reinforce the overall message of the brand. In each of the examples below I’ve included a video or advert created by one of the featured brands to showcase them using their archetypes to full effect, often creating a really powerful emotional connection.
The Innocent brand in advertising – Dove
The Sage brand in advertising – Google
The Explorer brand in advertising – Red Bull
The Outlaw brand in advertising – Diesel
The Magician brand in advertising – Disney
The Hero brand in advertising – Nike
The Lover brand in advertising – Alfa Romeo
The Jester brand in advertising – Dollar Shave Club
The Everyman brand in advertising – GAP
The Caregiver brand in advertising – TOMS
The Ruler brand in advertising – BOSS
The Artist brand in advertising – Adobe
As you can see from these examples, their archetypes really come through quite clearly, and help to reinforce their overall message.
Where do you feel your brand might sit?
Cover image by Jill Burrow on Pexels