If your brand was a person, who would it be?
A fearless Hero determined to make a positive impact? A wise Sage sent to guide your audience in the right direction? A staunch Ruler who leads with authority and control?
Brand archetypes give your business a personality that helps you resonate with your audience. They allow you to connect with people on an emotional level. And since 95% of purchase decisions are subconscious (read: largely based on feelings rather than tangibles), connecting on an emotional level is pretty darn important.
Not sure where your business fits into these brand archetypes? Let’s take a personality quiz.
The 12 Brand Archetypes
Here’s a quick rundown of the archetypes and a few of their most common traits:
1. The Hero
Like the handsome prince in an old fairy tale, the Hero thrives on pushing limits and overcoming challenges. Heroes exude strength, courage and determination.
2. The Sage
Wise and analytical, Sages are all about knowledge. They prioritize growth, learning and education.
3. The Rebel
Rebels love to challenge the status quo. They play fast and loose and are happiest when they break the rules. To a Rebel, authority and conformity are four letter words.
4. The Lover
Lovers connect on a deep, emotional basis. They value beauty, passion and intimacy. Meaningful relationships and sensual experiences are the order of the day.
5. The Jester
Regular class clowns, Jesters don’t take anything too seriously, least of all themselves. They’re often the life of the party, leveraging humor and wit to win people over.
6. The Creator
Creators believe anything is possible as long as you want it bad enough. They value originality, self-expression and uniquity.
7. The Ruler
Picture a king in his castle, and you’ll have a pretty good idea of what this archetype is all about. Rulers value authority, order and control.
8. The Caregiver
Nurturing and protective, Caregivers project a comforting, almost motherly air. They have an ingrained need to help the vulnerable or the sensitive with a large dose of empathy and compassion.
9. The Everyman
Relatable, trustworthy and down-to-earth, the Everyman is … well, all of us.
10. The Innocent
Innocents believe in simplicity, nostalgia and optimism. Their mood is upbeat, honest and pure, and they tend to see the best in everyone.
11. The Explorer
Explorers forge their own paths. Adventurous thrill-seekers, they want nothing more than freedom and excitement, and they want to take their audience on the ride of their lives.
12. The Magician
Magicians believe in making dreams come true and creating over-the-top experiences that transform their fan base.
Where Do You Fit In?
Now that you know a bit about all of the brand archetypes, take a few minutes to match some well-known brands with their character.
Allstate’s Mayhem character certainly fits the Jester role. Ford, with its down-to-earth ads, epitomizes the Everyman. When you think Magician, Disney probably comes to mind. Harley-Davidson represents the Rebel with pride.
To find out where your business fits in, start by looking at your target audience. Who are they? Rebels might not vibe with people looking for child car seats or trusted legal expertise. Sages might not gel with an audience interested in getting tacos after midnight.
Next, think about you and your company’s own values. What’s your driving force? If it’s innovation, you’re probably a Creator. If it’s pushing the limits, you might be an Explorer.
Don’t be afraid to check in on the competition. Brand archetypes can help define you, but they can help differentiate you, too. If everyone else in the industry is acting as the Hero, maybe you’ll find your niche as a savvy Sage or a Jester playing for laughs.
Remember, your archetype isn’t set in stone. Try a few on for size and see what fits best.
Aligning Your Brand With Your Archetype
Once you’ve figured out what you have to work with, it’s time to let it shine across your branding. Some tips:
- Messaging: Use a voice that reflects your archetype. A Hero’s tone should be bold and inspiring, a Lover’s heartfelt and poetic.
- Design: Your logo, color scheme and fonts should mirror your personality. Rebels are edgy. Innocents are soft and simple.
- Customer Experience: Everything from your website navigation to your packaging should feel cohesive, on brand, and true to your archetype.
It’s Time to Choose Your Character!
Your brand archetype is more than a label — it’s your business’s identity, guiding everything from the way you connect with your customers to how you stand out in the crowd. Embrace it fully and watch your brand bloom!
Are you having a bit of an identity crisis? Let Mischa Communications be your Sage. Get started today.