Brand Archetypes: what are they and do they even matter?

Do you ever look at certain brands and just feel so impressed by their consistency? Those ones who are so “them”. They’re not bland or repetitive either, but they just put forward a sense of being sure about who they are.

Consistency in branding can help the audience feel trusting and secure — humans are creatures of habit. We like to be able to rely on what we know about a brand, and it impacts how we relate to that brand.

Developing a brand identity that feels consistent and reliable but not dull and humdrum can seem tricky. And it can be! But this is where we like to introduce you to brand archetypes.

Much of marketing theory is caught up in psychology, brand archetypes included. We’re looking at you, Carl Jung! But don’t set this aside as fluffy marketing drivel because brand archetypes are the real deal.

Brand archetypes you might be familiar with

What do Coca-Cola, Nintendo, and McDonalds all have in common? They all come under the brand archetype known as ‘The Innocent’. These brands show us an optimistic view of the world. A positive, fun journey of through the lens of youth.

There are 12 key brand archetypes that are generally utilised in the marketing world. These are:

 
It’s worth noting that we don’t just see archetypes in marketing – they can be found throughout history and in literature and film. Chances are you spot a few of these a mile off.  

Breaking down the archetypes

So, what makes up the archetype definition? That is, what factors do we consider when assigning a brand to a specific archetype?

It comes down to goals, traits, and emotions. Brand archetypes help to tell your story, so yours should be aligned with your brand’s values and mission as well as what your target audience wants to feel when choosing you.

When choosing yours, keep in mind how you want your brand to be seen.

Are you an Outlaw like Harley Davidson? Or maybe you’re a less obvious Outlaw, like Virgin — set on doing things your way.

Maybe you’re a Creator brand like Ikea, Apple, and Lego, or a Jester like MnMs?

Brand archetypes as the blueprint

Once you have identified and taken the time to understand your own brand archetype, it’s time to make a plan of what to do with those results. And that is the bit that really counts.

Your brand archetype dictates how you want your target audience to feel and can influence how you bring your brand to life.

This can impact your tone of voice, what you say, what you don’t say, the kinds of images and colours you use and so much more.

Every piece of content, every ad and every campaign you run will lean back into your brand archetype to a degree. This helps you to craft a consistent yet compelling brand that connects with its target audience. A brand that understands itself and its consumers.

We can walk you through the journey of discovery that is finding your brand archetype and putting it to work to get you the results you’re looking for — let’s chat.