Brand Archetypes - This knowledge makes branding easier
Posted: Tue Jan 21, 2025 6:37 am
Building brand awareness (branding) involves creating and telling a story about our product or services. In the flood of simple and repetitive information, it seems impossible to stand out with your marketing message. Personifying our brand with one of the generally known archetypes makes branding much easier.
Why? Engineer Mamon's sacred rule is at work here: "I only like the songs I know." Customers also want to learn about product ideas and phenomena presented in a way that they can fully understand. In the context of design, the creative agency Wrocław often focuses on the archetype of the Creator, valuing originality and innovation.
Brand Archetypes - Group 1: Focused on Increasing Stability and Control
1. The Creator Archetype
This archetype focuses primarily on self-expression and expressing oneself and one's competences, achievements and possibilities, which makes it an ideal archetype for brands from both the creative and technological industries. His passion is for things that are unique and unrepeatable, which is why he values originality. In addition to the effect of their work, creators also love to explain the creative process.
Creator's motto: “If you can imagine it, you can achieve it”
Creator's fears: being average, running out of ideas
Creator's desires: creating something innovative and groundbreaking
Industry-appropriate: creative, IT, marketing, art
Brand examples: Apple, Lego, Ikea
Character examples: Elon Musk, Steve Jobs, Salvador Dali
Brand Archetypes - Creator Archetype - Characters
Source: Wikipedia
2. The Ruler Archetype
This is an archetype that focuses mainly on control and organization, because they are aware that this will help them avoid chaos. Often, a ruler can be recognized by the fact that they present themselves with a great expression of prestige and class. Rulers are perceived as dominant people who do not compromise. The main goal of a ruler is to achieve success and ensure prosperity and well-being, which they also willingly give to their "subjects".
The ruler's motto: "Money and power are the most important"
The ruler's fears: Loss of leadership and control, chaos
The ruler's desires: Creating perfectly managed communities and systems
Suitable for the industry: automotive, security, premium brands
Brand examples: Mercedes-Benz, Louis Vuitton, IBM
Character examples: Julius Caesar, Józef Piłsudski, Don Vito Corleone
Brand Archetypes - Ruler Archetype - Characters
Source: Wikipedia
3. The Caregiver Archetype
The main goal of a caregiver is to serve and, as the name suggests, to care. Caregivers show a kind of parental instinct and want to watch over their recipients and support them in achieving their goals. They base their communication panama telemarketing data on tenderness, understanding and subtlety.
Caregiver's Motto: “Respect and love your neighbor as yourself”
Caregiver's Concerns: Ingratitude and selfishness
Caregiver's Desires: Providing safety and assistance to recipients
Industry-appropriate: charity, medical, cosmetics
Brand examples: Amnesty International, Nivea, Colgate
Character examples: Oscar Schindler, Princess Diana, Anna Dymna
Brand Archetypes - Caregiver Archetype - Characters
Source: Wikipedia
Brand archetypes - Group 2. Focusing on self-fulfilment and independence
4. The Explorer Archetype
This archetype is all about freedom and independence. Explorers get excited about new experiences, due to their above-average sense of adventure and willingness to take on new challenges. They want to constantly push the boundaries of what is possible. People and brands who identify with this archetype want to show that it is possible to forge new paths.
Explorer Motto: “The sky is the limit and the limitations are only in your head”
Explorer Fears: Being trapped, enslaved, unable to explore
Explorer Desires: To experience fulfillment and everything
Industry-appropriate: tourism, education, sports
Brand examples: National Geographic, GoPro, Jeep
Character examples: Indiana Jones, Christopher Columbus, Elon Musk
Brand Archetypes - Explorer Archetype - Characters
Source: Wikipedia
5. The Sage Archetype
This is an archetype for which the highest value is knowledge, experience and understanding. They demonstrate above-average analytical skills and the ability to efficiently determine the situation even in the prevailing chaos. In addition to constantly increasing their knowledge, sages also encourage their recipients to do the same and share with them what they already know.
Sage's motto: “Truth and knowledge above all”
Sage's concerns: Ignorance of the audience, ignorance, disinformation
Sage's desires: Understand the world around you through knowledge and wisdom
Suitable for the industry: IT, education, consulting
Brand examples: Google, University of Wrocław, BBC News
Character examples: Stephen Hawking, Albert Einstein, Sherlock Holmes
Brand Archetypes - Sage Archetype - Characters
Source: Wikipedia
6. The Innocent Archetype
The innocent person focuses primarily on safety, optimism, and honesty. This archetype excludes the desire to take any action that could have negative consequences and wants to achieve mutual happiness. In addition, these people show a high level of tolerance and respect for others, believing that everyone has the right to be who they want to be.
The innocent's motto: "Do good, be good, and good will come to you" The
innocent's fears: Lies, aggression, anxiety
The innocent's desires: achieving peace and harmony, making others happy
Suitable for the industry: cosmetics, ecology, gastronomy
Brand examples: Dove, Pampers, Coca-Cola
Character examples: Forrest Gump, Mahatma Gandhi, Snow White
Brand Archetypes - Innocent Archetype - Characters
Source: Wikipedia
Brand Archetypes - Group 3. Those who value power, take risks and want to leave a mark
7. The Wizard Archetype
This archetype seeks power above all else and tries to deliver what its recipients expect in the most interesting, magical way. It displays extraordinary charisma and this is also what it takes others on its journey with. The wizard has a lot of experience and knowledge in what it does, but unlike the sage, it does not share it with the recipients, preferring to keep it a secret and only deliver the final product, without explaining the creative process.
Wizard's Motto: “I will make it happen. You experience it”
Wizard's Fears: Losing control and causing unwanted consequences
Wizard's Desires: Fulfilling the dreams and expectations of the audience
Industry-appropriate: creative, entertainment, IT
Brand examples: Disney, Tesla, DreamWorks
Character examples: George Lucas, Morpheus, Tony Stark (Iron Man)
Brand Archetypes - Wizard Archetype - Characters
Source: Wikipedia
8. Hero Archetype
The hero strives above all to achieve a mastery level in what he does, and, as befits a hero, he also wants to make the world a better place. Courage and a sense of responsibility are of great value to him. The hero devotes a lot of time and work to improving himself and encourages his audience to do the same.
Hero's motto: "You can count on me, friend"
Hero's fears: Powerlessness, cowardice, a sense of weakness
Hero's desires: Achieving mastery, acquiring new competences
Suitable for the industry: sports, automotive, renovation and construction
Brand examples: Nike, Leroy Merlin, BMW
Character examples: Harry Potter, Batman, Nelson Mandela
Brand Archetypes - Hero Archetype - Characters
Source: Wikipedia
9. The Rebel Archetype
The rebel, like the explorer, focuses on a sense of freedom, but the rebel wants to achieve it through revolution, which, in addition to freedom, will also bring a partial change of the world for the better. This archetype does not recognize rules, limitations and its most common form of "standing your ground" is anger, which is why they constantly fight. Rebels express themselves extremely loudly, aggressively and sometimes even vulgarly. There are no taboo topics for them either, they are willing to express their opinion on any subject, especially if it contradicts the mainstream.
Rebel Motto: “Rules are made to be broken”
Rebel Fears: Powerlessness, lack of audience, suppression
Rebel Desires: To rebel, to achieve a goal in a different way than expected
Suitable for the industry: automotive, clothing, alcohol
Brand examples: Jack Daniels, Harley Davidson, Converse
Character examples: Jack Sparrow, Quentin Tarantino, Jon Bon Jovi
Why? Engineer Mamon's sacred rule is at work here: "I only like the songs I know." Customers also want to learn about product ideas and phenomena presented in a way that they can fully understand. In the context of design, the creative agency Wrocław often focuses on the archetype of the Creator, valuing originality and innovation.
Brand Archetypes - Group 1: Focused on Increasing Stability and Control
1. The Creator Archetype
This archetype focuses primarily on self-expression and expressing oneself and one's competences, achievements and possibilities, which makes it an ideal archetype for brands from both the creative and technological industries. His passion is for things that are unique and unrepeatable, which is why he values originality. In addition to the effect of their work, creators also love to explain the creative process.
Creator's motto: “If you can imagine it, you can achieve it”
Creator's fears: being average, running out of ideas
Creator's desires: creating something innovative and groundbreaking
Industry-appropriate: creative, IT, marketing, art
Brand examples: Apple, Lego, Ikea
Character examples: Elon Musk, Steve Jobs, Salvador Dali
Brand Archetypes - Creator Archetype - Characters
Source: Wikipedia
2. The Ruler Archetype
This is an archetype that focuses mainly on control and organization, because they are aware that this will help them avoid chaos. Often, a ruler can be recognized by the fact that they present themselves with a great expression of prestige and class. Rulers are perceived as dominant people who do not compromise. The main goal of a ruler is to achieve success and ensure prosperity and well-being, which they also willingly give to their "subjects".
The ruler's motto: "Money and power are the most important"
The ruler's fears: Loss of leadership and control, chaos
The ruler's desires: Creating perfectly managed communities and systems
Suitable for the industry: automotive, security, premium brands
Brand examples: Mercedes-Benz, Louis Vuitton, IBM
Character examples: Julius Caesar, Józef Piłsudski, Don Vito Corleone
Brand Archetypes - Ruler Archetype - Characters
Source: Wikipedia
3. The Caregiver Archetype
The main goal of a caregiver is to serve and, as the name suggests, to care. Caregivers show a kind of parental instinct and want to watch over their recipients and support them in achieving their goals. They base their communication panama telemarketing data on tenderness, understanding and subtlety.
Caregiver's Motto: “Respect and love your neighbor as yourself”
Caregiver's Concerns: Ingratitude and selfishness
Caregiver's Desires: Providing safety and assistance to recipients
Industry-appropriate: charity, medical, cosmetics
Brand examples: Amnesty International, Nivea, Colgate
Character examples: Oscar Schindler, Princess Diana, Anna Dymna
Brand Archetypes - Caregiver Archetype - Characters
Source: Wikipedia
Brand archetypes - Group 2. Focusing on self-fulfilment and independence
4. The Explorer Archetype
This archetype is all about freedom and independence. Explorers get excited about new experiences, due to their above-average sense of adventure and willingness to take on new challenges. They want to constantly push the boundaries of what is possible. People and brands who identify with this archetype want to show that it is possible to forge new paths.
Explorer Motto: “The sky is the limit and the limitations are only in your head”
Explorer Fears: Being trapped, enslaved, unable to explore
Explorer Desires: To experience fulfillment and everything
Industry-appropriate: tourism, education, sports
Brand examples: National Geographic, GoPro, Jeep
Character examples: Indiana Jones, Christopher Columbus, Elon Musk
Brand Archetypes - Explorer Archetype - Characters
Source: Wikipedia
5. The Sage Archetype
This is an archetype for which the highest value is knowledge, experience and understanding. They demonstrate above-average analytical skills and the ability to efficiently determine the situation even in the prevailing chaos. In addition to constantly increasing their knowledge, sages also encourage their recipients to do the same and share with them what they already know.
Sage's motto: “Truth and knowledge above all”
Sage's concerns: Ignorance of the audience, ignorance, disinformation
Sage's desires: Understand the world around you through knowledge and wisdom
Suitable for the industry: IT, education, consulting
Brand examples: Google, University of Wrocław, BBC News
Character examples: Stephen Hawking, Albert Einstein, Sherlock Holmes
Brand Archetypes - Sage Archetype - Characters
Source: Wikipedia
6. The Innocent Archetype
The innocent person focuses primarily on safety, optimism, and honesty. This archetype excludes the desire to take any action that could have negative consequences and wants to achieve mutual happiness. In addition, these people show a high level of tolerance and respect for others, believing that everyone has the right to be who they want to be.
The innocent's motto: "Do good, be good, and good will come to you" The
innocent's fears: Lies, aggression, anxiety
The innocent's desires: achieving peace and harmony, making others happy
Suitable for the industry: cosmetics, ecology, gastronomy
Brand examples: Dove, Pampers, Coca-Cola
Character examples: Forrest Gump, Mahatma Gandhi, Snow White
Brand Archetypes - Innocent Archetype - Characters
Source: Wikipedia
Brand Archetypes - Group 3. Those who value power, take risks and want to leave a mark
7. The Wizard Archetype
This archetype seeks power above all else and tries to deliver what its recipients expect in the most interesting, magical way. It displays extraordinary charisma and this is also what it takes others on its journey with. The wizard has a lot of experience and knowledge in what it does, but unlike the sage, it does not share it with the recipients, preferring to keep it a secret and only deliver the final product, without explaining the creative process.
Wizard's Motto: “I will make it happen. You experience it”
Wizard's Fears: Losing control and causing unwanted consequences
Wizard's Desires: Fulfilling the dreams and expectations of the audience
Industry-appropriate: creative, entertainment, IT
Brand examples: Disney, Tesla, DreamWorks
Character examples: George Lucas, Morpheus, Tony Stark (Iron Man)
Brand Archetypes - Wizard Archetype - Characters
Source: Wikipedia
8. Hero Archetype
The hero strives above all to achieve a mastery level in what he does, and, as befits a hero, he also wants to make the world a better place. Courage and a sense of responsibility are of great value to him. The hero devotes a lot of time and work to improving himself and encourages his audience to do the same.
Hero's motto: "You can count on me, friend"
Hero's fears: Powerlessness, cowardice, a sense of weakness
Hero's desires: Achieving mastery, acquiring new competences
Suitable for the industry: sports, automotive, renovation and construction
Brand examples: Nike, Leroy Merlin, BMW
Character examples: Harry Potter, Batman, Nelson Mandela
Brand Archetypes - Hero Archetype - Characters
Source: Wikipedia
9. The Rebel Archetype
The rebel, like the explorer, focuses on a sense of freedom, but the rebel wants to achieve it through revolution, which, in addition to freedom, will also bring a partial change of the world for the better. This archetype does not recognize rules, limitations and its most common form of "standing your ground" is anger, which is why they constantly fight. Rebels express themselves extremely loudly, aggressively and sometimes even vulgarly. There are no taboo topics for them either, they are willing to express their opinion on any subject, especially if it contradicts the mainstream.
Rebel Motto: “Rules are made to be broken”
Rebel Fears: Powerlessness, lack of audience, suppression
Rebel Desires: To rebel, to achieve a goal in a different way than expected
Suitable for the industry: automotive, clothing, alcohol
Brand examples: Jack Daniels, Harley Davidson, Converse
Character examples: Jack Sparrow, Quentin Tarantino, Jon Bon Jovi