Brand Archetypes and How to Use Them for Your Business

Identifying the right audience to market your product to is the first step toward successful advertising.

As easy as it may sound, capturing your customers’ character needs a significant amount of work and research. However, it is definitely worth the effort.

Finding your brand’s archetype when creating your marketing campaign will help you appeal to your audience and turn potential buyers into repeat customers.

How Were Brand Archetypes Born? 

Carl Jung, a Swiss psychiatrist, created 12 archetypes in 1919. Based on his research, he hypothesized that people employ symbolism to comprehend complex topics.

These archetypes use universal patterns to model the behavior of various individuals. Brands can identify with their core customers thanks to these distinctive human behaviors and personality features.

Once you’ve identified the suitable typology, create a marketing strategy to reach out to them. 

What are the 12 Brand Archetypes?

1 – The ruler

The ruler is strict, restrained, and responsible.

They would rather have order than mayhem. The ruler also believes in lavish rewards for their achievements, which is why high-end luxury firms such as Louis Vuitton target them.

Red, green, and blue are fundamental hues with a lot of strength.

2 – The everyman

The everyman archetype describes friendliness.

The everyman is a symbol of equality, and these people are usually exceedingly supportive, loyal, and modest. The everyman’s aim is to ensure that everyone feels welcome and included.

They use calm colors such as navy blue, sage green, and blue-greens, as you might see in Target and Old Navy commercials.

3 – The hero

The hero archetype is bold, daring, and fearless.

They value honesty and use bravery and drive to make the world better.

Blues and brighter yellows are commonly linked with the hero. Consider companies like Gatorade and Powerade, which employ vibrant colors.

4 – The creator

The creator archetype is associated with brands that employ creativity and innovation.

They sincerely think that creativity and imagination contribute to the creation of value. They believe in doing things themselves and using their intellect to investigate.

Bright colors like oranges and reds surround the creator. Computer manufacturers such as Adobe and Apple frequently use a dash of teal and black to make their products stand out.

5 – The lover

The lover is noted for being passionate, personal, and completely dedicated.

They want to be adored and to express their feelings. Marilyn Monroe, Tyra Banks, and Cindy Crawford are featured in some of the finest adverts that reflect the lover.

Use romantic hues such as purples, pinks, and reds to entice the lover.

6 – The innocent

The innocent archetype is defined as cheerful, passionate, and young.

They like being reminded of their youthful innocence and believe in inner tranquility.

Springtime and cheerful pastel hues like light green, bright pinks, and teal are the colors that most appeal to this persona. Finding the ideal technique to woo them might be difficult, but consider wholesome companies like Aveeno. 

7 – The explorer

The explorer archetype is daring, adventurous, and thrilling, which comes as no surprise.

The explorer is a risk-taking traveler who enjoys trying new things. They are driven by a desire to be spiritually free

More natural hues like browns, grays, and even dark oranges are good choices for the explorer. Automobile firms that frequently advertise SUVs utilize marketing that appeals to the adventurer.

8- The rebel

The rebel is turbulent, rebellious, and self-reliant.

They defy authority and break the rules; they believe in freedom for all.

Companies like Harley Davidson use bold colors like silver, red, orange, and black to appeal to the rebel.

9 – The sage

The sage archetype is powerful, wise, and knowledgeable.

Consider Yoda as an excellent example of a wise mentor.

Dark forest green, sage green, and all hues of green can be used to appeal to the sage.

10 – The caregiver 

These kinds of people do just as their archetype suggests, and they are often loving, protective, and soothing.

They are often inclined toward helping others and demonstrating compassion. That is why people are drawn to socially conscious firms and appear to be giving.

Your marketing color scheme should primarily consist of pastel hues like pinks, blues, and purples. Huggies and Pampers utilize these colors in their advertisements and goods to attract caregivers.

11 – The magician

The magician is precisely that. They are spiritually enlightened, strong, and well-versed.

According to them, every goal is achievable if you have little hope and trust.

The magician’s hues include vivid purples, pinks, and blues. Dyson may not really employ the colors in their commercials and advertisements, but they do provide a sense of surprise and awe.

12 – The jester

The jester is, of course, amusing, mischievous, and playful.

They love vibrant and lively colors such as hot pink, dark purple, and teal. Many companies, such as Old Spice and M&M, are associated with the jester.

Defining a Brand Based on the Archetypes

Finding the right archetype and using it in your marketing strategy is a difficult challenge, which is why you should consider hiring a creative firm to assist you.

Using the guidelines provided by the creative firm, you can solidify the right archetype in your custom branded packaging collateral to create a strong identity that customers will not forget.

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