Who is your brand?

WHO IS YOUR BRAND?

Discover your brand’s archetype and how to build deeper connections with your customers.

WHAT IS AN ARCHETYPE?According to C.G. Jung, archetypes are universal patterns of behaviors that can help people understand themselves and how they relate to others.We understand archetypes intuitively. They are shortcuts to meaning — transcending time and place.

WHY IS IT IMPORTANT?Building a clear and consistent brand acts like a roadmap for your business. It guides your decisions and allows you to connect more deeply with your customers and employees. Management consulting firm Booz Allen reports that “brand-guided companies have profitability margins nearly twice the industry standard.”

ARCHETYPES OVERVIEW

PROVIDE

STRUCTURE

CONNECT

WITH OTHERSCHANGE

THE WORLD

SPIRITUAL

YEARNING

THE

SAGE

TH

E EXPLORER THE INNOCENT THE LEADER THE CREATOR THE N

URTURER

THE H

ERO THE REBEL THE MAGICIAN THE JESTER

T

HE LOVER

TH

E FR

IEN

D

01. PROVIDE STRUCTURE

The Leader enacts controlThe Creator builds progress and changeThe Nurturer provides service


THE LEADER

Also known as The Executive, The Ruler

Motto: Dare to Lead Brand promise: Power, authority, and stability At best: Confident, decisive, and strong Possible pitfalls: Overbearing, aggressive, inflexible

Customers connect with your brand because it promises strength, luxury and leadership. Keep the tone dignified and aspirational.

It will feel out of character if you suddenly appear indecisive or unprofessional.

Brands Include: American Express, Rolex, Hugo Boss


THE CREATOR

Motto: The world is a canvas to the imagination Brand promise: Imagination, self-expression, and creativity At best: Original, visionary, and game-changing Possible pitfalls: Self-centered, being unrelatable, and pretentious

Customers connect with your brand because it promises an innovative and transformational experience. Keep the tone inspirational and daring.

It will feel out of character if you suddenly appear mundane or inauthentic.

Brands Include: Apple, Lego, Adobe

Also known as The Maker, The Artist


THE NURTURER

Also known as The Helper, The Parent

Motto: We rise by lifting others Brand promise: Care, safety and support At best: Helpful, compassionate, and generous Possible pitfalls: Patronizing, overly didactic and codependent

Customers connect with your brand because it promises protection and emotional warmth. Keep the tone personal and caring.

It will feel out of character if you suddenly appear ironic or driven by business goals.

Brands Include: Volvo, Pampers, Campbell’s

02. CONNECT WITH OTHERS

The Friend gives a feeling of belongingThe Jester brings fun and enjoymentThe Lover provides love and intimacy


THE FRIEND

Motto: Come as you are

Brand Promise: Dependability, trust and familiarity

At best: Friendly, empathetic and down-to-earth

Possible pitfalls: Boring, undifferentiated, mediocre

Customers connect with your brand because it promises a sense of belonging and acceptance. Keep the tone conversational and familiar.

It will feel out of character if you suddenly appear elitist or superficial.

Brands include: Levi’s, Budweiser, IKEA

Also known as The Everyman, The Girl/Guy Next Door


THE JESTERMotto: Life is to be enjoyed

Brand promise: Joy, humor, enthusiasm

At best: Fun, playful, and self-deprecating

Possible pitfalls: Frivolous, irresponsible, mean-spirited

Customers connect with your brand because it entertains, lightens things up and helps them enjoy the moment. Keep the tone light and teasing.

It will feel out of character if you suddenly appear to take yourself too seriously or becoming overly contemplative.

Brands include: Priceline, M&Ms, Old SpiceAlso known as The Entertainer, The Comedian


THE LOVER

Motto: The heart never lies.

Brand promise: Sharing passions, appeal to the senses, being loved

At best: Attractive, sensual, and sexy

Possible pitfalls: Needy, people-pleasing, and inauthentic

Customers connect with your brand because it promises an intimate, spell-binding experience. Keep the tone personal and affectionate.

It will feel out of character if you suddenly appear aloof or indifferent.

Brands include: Victoria’s Secret, Häagen-Dazs, Calvin Klein

Also known as The Sensualist, The Seducer

03. CHANGE THE WORLD

The Hero seeks victory The Rebel breaks from traditionThe Magician transforms


THE HERO

Motto: We triumph

Brand promise: Victory, superiority, power and advantage

At best: Brave, determined, and efficient

Possible pitfalls: Arrogance, overly-aggressive, and ruthless

Customers connect with your brand because it promises quality and superiority. Keep the tone confident and motivated.

It will feel out of character if you suddenly appear uncertain or uninspired.

Brands include: Nike, FedEx, Duracell

Also known as The Warrior, The Rescuer


THE REBELMotto: Life is a game with rules, learn how to break them.

Brand promise: Revolution, honesty and rejecting convention

At best: Unorthodox, raw, and free-spirited

Possible pitfalls: Destructive, nihilistic, and purely for shock-value

Customers connect with your brand because it promises an alternative to mainstream culture and a subversion of the status quo. Keep the tone audacious and edgy.

It will feel out of character if you suddenly appear conventional or concerned with other’s opinions.

Brands include: Harley Davidson, MTV, VirginAlso known as The Outlaw, The Maverick


THE MAGICIAN

Motto: Make your own magic

Brand promise: Understanding the universe, building a better future

At best: Transformational, thoughtful, and independent

Possible pitfalls: Manipulative and disconnected from reality

Customers connect with your brand because it promises transformation based on knowledge, experience and imagination. Keep the tone expansive and inspirational.

It will feel out of character if you suddenly appear status-quo or to be splitting hairs.

Brands include: Disney, Lululemon, TED

Also known as The Transformer, The Visionary

04. SPIRITUAL YEARNING

The Innocent provides safety The Sage seeks knowledgeThe Explorer pursues freedom


THE INNOCENT

Motto: We create happiness

Brand promise: Simple, pure, trustworthy and safe

At best: Honest, enthusiastic and optimistic

Possible pitfalls: Overly simplistic, boring, puerile

Customers connect with your brand because it promises joy and wholesomeness. Keep the tone optimistic and straight-forward.

It will feel out of character if you suddenly appear heavy-handed or negative.

Brands include: Coke, Dove, McDonald’s

Also known as The Dreamer, The Romantic


THE EXPLORERMotto: It’s a big world out there. Go explore!

Brand promise: Independence, self-actualization and discovery

At best: Non-conformist, spiritual, and motivating

Possible pitfalls: Aimless, self-indulgent, and hedonistic

Customers connect with your brand because it promises freedom and a path of personal growth. Keep the tone bold and ambitious.

It will feel out of character if you suddenly appear overly concerned with the status quo or everyday routine.

Brands include: North Face, Jeep, GoProAlso known as The Seeker, The Wanderer


THE SAGE

Motto: If you have knowledge, let others light their candles in it.

Brand promise: Wisdom, truth, and reflection

At best: Knowledgable, articulate, and informative

Possible pitfalls: Aloof, pedantic, and detached

Customers connect with your brand because it educates and challenges them. Keep the tone intellectual and open-minded.

It will feel out of character if you suddenly appear to dumb down or become patronizing.

Brands include: National Geographic, Google, New York Times

Also known as The Scholar, The Teacher

WANT TO LEARN MORE? Take our quick and fun quiz:

WHAT’S YOUR BRAND ARCHETYPE?

Or visit us at www.float.design

Who is your brand?

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