Brand archetypes aren't new, but many businesses are finding new ways to use these ancient character types to transform their brand in the new social economy. Learn about the 12 brand archetypes, discover which ones suit your brand, and start developing your own brand archetype with this easy to follow guide.
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WHO ISYOURBRAND?UNDERSTANDING BRAND ARCHETYPES ANDTHE
PERSONALITY OF YOUR BRAND Who Is Your Brand? Paul Chappell,
2012
BRAND ARCHETYPESAn archetype ( /rktap/) is a universally
understood symbol, term,[1] or pattern of behavior, a prototype
upon which others arecopied, patterned, or emulated. Archetypes are
often used in myths and storytelling across different cultures.
http://en.wikipedia.org/wiki/Archetype
IN THE BEGINNINGBrand archetypes arent new. In fact,theyre as
old as Gilgamesh and otherancient stories. These narratives began
toshape the myths and legends that havebeen passed on, translated,
shared and re-imagined for centuries. They have helpedinspire new
stories, built on the foundationsof rich story and character
archetypes thattranscend time, borders and cultures. Photo thanks
to http://healiganworld2010.blogspot.com.au/ Who Is Your Brand?
Paul Chappell, 2012
PSYCHOLOGY 101These stories, told over the centuries, tapdeep
into our collective unconscious asCarl Jung described.Its only when
we watch Titanic, read anursery rhyme or share last nights
dreamsthat we can identify with these age-oldmyths and characters.
Carl Jung finger puppet can be purchased here
http://www.philosophersguild.com/ Who Is Your Brand? Paul Chappell,
2012
THE FIRST STEPIts no surprise then that brandarchetypes are a
useful tool forbusinesses when they are trying toarticulate or
differentiate - theirbrands personality.They have been an
incredibly potentweapon for many of the worldsleading brands as we
will see.The first step is to understand thecharacter of each of
the 12 mainarchetypes and then identify which
http://www.flickr.com/photos/niko_si/2512198982/ via
photopin.comarchetype best suits your brand. Who Is Your Brand?
Paul Chappell, 2012
TYPES OFARCHETYPESTypically, there are 12 characterarchetypes
that make up a brandarchetype canvas.From the wise old Sage, to
theHero, the Explorer, the Lover and theCreator - each of these
brandarchetypes has an ability to shape abrands story and provide
an unfairadvantage in the marketplace.Not all brands fit neatly
inside onearchetype, which is why some brandschoose a primary and
secondaryarchetype. http://www.flickr.com/photos/rucken/4398988757/
via photopin.com Who Is Your Brand? Paul Chappell, 2012
1. THE HEROThe hero archetype is perhaps the best known ofall
archetypes. He or she is impossible to miss,usually because theyre
the main character. ItsBatman, Indiana Jones, Wonder Woman,
Rocky,Lara Croft.BRAND ARCHETYPETypically, brands that assume the
Hero archetypeare in the business of helping people, ofchampioning
a cause or providing unexpectedsolutions. They are fearless in the
pursuit of theirgoals.These brands focus on consumer segments
thathave a need they cant satisfy themselves, or whowant to join a
good cause under another banner.Like any Hero, these brands are
fallible. Bewarethe Hero whose words are louder than actions!
http://www.flickr.com/photos/stephenpoff/2835635176/ via
photopin.com Who Is Your Brand? Paul Chappell, 2012
2. THE CREATORThe Creator is powerful and innovative. They
arethe champion of their domain, always focused ontheir task. Their
goal is to create something new,and usually something that adds
value to others.BRAND ARCHETYPECreator brands are often found in
the disruptivetechnology and innovation space. They are thepioneers
of new stuff, typically having thewherewithal to make a few
mistakes but at thesame time, able to forge ahead as leaders in
theirindustry. The changes they create arent just 2.0upgrades
theyre breakthrough ideas thatusually provide unfair advantage.The
people who follow these brands are
http://www.flickr.com/photos/kwl/5127099146/ via
photopin.comconsidered the early adopters: willing to trial,change,
upgrade and advocate the latestproducts and services. Who Is Your
Brand? Paul Chappell, 2012
3. THE OUTLAWThe Outlaw doesnt make the rules. He breaksem!
Often inspired by revenge or by revolution,the Outlaw sits at the
fringe of society, despisedby many, but loved by a loyal few. Their
purposeis to achieve a better or fairer outcome. Just likeRobin
Hood, theyre prepared to break the law aslong as they stay true to
their moral compass.BRAND ARCHETYPEBrands that imbue the Outlaw
archetype usuallyappeal to a part of society that
feeldisenfranchised or mistreated. These brands leadthe charge on
behalf of this community, creatingopportunities that the average
person would notbe able to achieve alone.There is no room for
elitism here. The Outlawbrand is about balancing the scorecard, and
aslong as they play fair, their followers will stay true.
http://www.flickr.com/photos/peteradams/2272928740/ via
photopin.com Who Is Your Brand? Paul Chappell, 2012
4. THE MAGICIANThe Magician, also known as the Wizard,
cansometimes be confused as a Sage. Thedifference is that the
Magicians knowledge isfocused on a particular interest whereas the
Sageknows all. In other words, the Magician knows theHow but not
necessarily the Why.Magicians have a unique ability to transform
onething into another. This power creates mysteryand surprise.BRAND
ARCHETYPEBrands that take on the magician archetype areable to
surprise and delight their consumers withexperiences that provide a
sense of escape orempowerment. Their products and services havethe
power to transform habits, preferences andloyalties.
http://www.flickr.com/photos/theshadowknows/3198960592 /via
photopin.comMagician brands should always focus on creatingmagical
customer experiences, not using theirpower to simply transform
their bottom line! Who Is Your Brand? Paul Chappell, 2012
5. EVERYDAY GUYMost of us mere mortals would feel most at
homewith the Everyday Guy/Girl archetype. Thischaracter is as
reliable as they come. Whilst theymay not stand out from the crowd,
they are theones who keep the wheels turning. Positive,attentive
and predictable, the Everyday Guy/Girlunderstands their modest but
important role in theworld and is happy to pursue it.BRAND
ARCHETYPEThe Everyday brand is often a quiet achiever,always
delivering consistent quality day after day.They may not have a
high profile brand, but theircustomers rely on them to be there for
themwithout fuss or fanfare.
http://www.flickr.com/photos/andresthor/3873690817/ via
photopin.comEveryday brands need to be careful that theydont become
complacent or lose their sense ofpurpose. Who Is Your Brand? Paul
Chappell, 2012
6. THE INNOCENTForrest Gump. Those two words sum up theInnocent
archetype perfectly. There is a simplicityand innocence that is
endearing and enduringwith the Innocent. Sometimes accused of
seeingthe world through rose coloured glasses, theInnocent actually
has a strong moral code thatthey adhere to without fail. They
naturally trustothers because they believe in the goodness
ofpeople, even though this can be easilymanipulated.BRAND
ARCHETYPEThere is a strong attraction to Innocent brandarchetypes
for those who believe in the goodnessof others. These brands can be
very alluringbecause they reinforce the goodness ofhumanity. There
is also a sense of romanceabout brands who see the world as a
happyplace. http://www.flickr.com/photos/sam-wood/3215822135/ via
photopin.com Who Is Your Brand? Paul Chappell, 2012
7. THE JESTERAlso known as the Joker or Fool, the Jester
isquick-witted and irreverent. But the fool shouldnever be
underestimated! The jesters power ishis ability to question others
without confrontation.Their role is to question habits, traditions
andstatus quo the things that most people eithertake for granted or
accept without question.Essentially they are change agents who go
abouttheir work under the radar.BRAND ARCHETYPEJester brands appeal
to consumers who like tochallenge convention or have their
ownconventions challenged. They work well in issue-rich territories
where they can highlight problemswithout being confrontational or
aggressive. Theycan be very effective at affecting change in
apositive way. http://www.flickr.com/photos/61961870@N00/709942314/
via photopin.com Who Is Your Brand? Paul Chappell, 2012
8. THE LOVERIts like falling in love all over again!The Lover
is high on passion and romance butunderstands little or cares
little about therational, logical things in life.There is a deep
commitment to relationships anda high level of intimacy that the
Lover seeks. Leftalone, the Lover will wilt and die, unable to
bearthe loneliness and silence.BRAND ARCHETYPEBrands that assume
the Lover archetype are inthe business of relationships. They are
oftenservice-led businesses that aim to bring peopletogether in a
fun and mutually-beneficial way.Lover brands focus on emotional
benefits ratherthan functional benefits.
http://www.flickr.com/photos/toymaster/477394848/ via photopin.com
Who Is Your Brand? Paul Chappell, 2012
9. THE RULERIf you had an appointment with the Godfather,
youwould know the power and fear that the Rulerpossesses. The
shaking in your boots would giveit away! The Ruler seeks power and
control. Theirmission is to create happiness but their means
ofachieving it can be ruthless.BRAND ARCHETYPERuler brands sit at
the top of the food chain. Theyusually possess a lot of heritage in
their categoryand have risen to the top with conviction andpurpose.
These brands usually own a high-statusproduct or service, and being
the leader of thepack, these brands offer a great sense of
securityand stability.Sometimes their power can also be their
undoing, http://www.flickr.com/photos/rhyick/4750313718/ via
photopin.comlosing the ability to react quickly to change andbeing
overthrown by younger innovative brands. Who Is Your Brand? Paul
Chappell, 2012
10. THE SAGEOh Wise one tell me what I should do?The
all-knowing Sage can see things mostordinary people cant. As they
say, wisdom is notjust about knowing things, its aboutunderstanding
them and this is the Sages skill.Always willing to offer advice and
mentor thosewho seek knowledge, the Sage is empowered bygiving not
hiding his wisdom.BRAND ARCHETYPEAny brand that helps consumers
understand orgain knowledge about particular subjects fits intothe
Sage archetype. Research institutes, newsservices, education
facilities and legal servicesare often using the Sage archetype to
define theirbrand.
http://www.flickr.com/photos/kanelstrand/3512215395/ via
photopin.com Who Is Your Brand? Paul Chappell, 2012
11. THE EXPLORERThe Explorer is never idle. To find meaning in
theworld, they know they must go in search of it.Unlike
Adventurers, Explores want to understandthe meaning of their
purpose rather than just seekhigh thrills.Learning and knowledge
are the two mainpursuits of Explorers, and for most, finding
theanswer is just the start of the next journey.BRAND
ARCHETYPEExplorer brands arent content to just be. Theyare
constantly seeking more understanding of theworld they live in, and
they often challenge theircustomers as well. This restless pursuit
is likehoney to a bee for many consumers who like totake a
challenge head-on.Boredom is worse than death for Explorer
brandswhich is why many of these brands break thoughwith new
products, services and technology.
http://www.flickr.com/photos/michaeldreves/4551996649/ via
photopin.com Who Is Your Brand? Paul Chappell, 2012
12. THE CAREGIVERPutting the needs of others before their own
is avery typical trait of Caregivers. Their role in life isto
protect and care for others, tapping into theirdeep wells of
compassion and generosity.Any parent will understand the almost
automaticrole of the Caregiver, placing their childs needsfirst and
only attending to their own once the childis happy again.BRAND
ARCHETYPEBrands that offer a sense of nurturance and carewill do
well adopting the Caregiver archetype.Not-For-Profits and community
focusedorganisations are obvious examples of Caregiverbrands,
however certain consumer brands suchas baby care and financial
services for the elderly http://www.flickr.com/photos/selva/793550/
via photopin.comcan also assume this brand archetype. Who Is Your
Brand? Paul Chappell, 2012
BRAND ARCHETYPESAND THEIR INFLUENCE ON CONTENTOne of the
benefits of employing brandarchetyping is not just in delivering a
clearand easy-to-understand brand identity, butit also helps to
shape a brands contentstrategy.When your brand claims to be the
RobinHood of the industry, it makes it incrediblyeasy for customers
to identify with the storyof your brand and what you stand foror in
Robins case, what you wont standfor!
http://www.flickr.com/photos/tom-margie/1546045630// via Photopin
Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPESAND THEIR INFLUENCE ON CONTENTApplying this
brand archetype to yourcontent strategy gives your business
aready-to-roll platform from which you candeliver fresh and
compelling stories thattruly resonate with your
audience.Why?Because framing your brand and yourmarketing efforts
around the construct ofan archetype creates abelievable, meaningful
brand story that
http://www.flickr.com/photos/jeffsmallwood/4740428924/ via
Photopindetermines not only what your businesssays, but what it
does, from the CEO downto the delivery guy. Who Is Your Brand? Paul
Chappell, 2012
BRAND ARCHETYPESAND THE PERSONAL BRANDRichard Branson (Virgin)
has built an empireplaying the role of Robin Hood breaking allthe
rules and reinventing the way business isdone.Steve Jobs (Apple)
was convincing as theMagician, turning technology into a sexy
wordand delivering the business out of debt tobecome the worlds
biggest company. http://www.flickr.com/photos/linniekin/527617055/
via photopin.comIn these instances, their personal brandhas been
the living essence of the branditself.Interestingly, each one of
these brandslives up to its brand identity every day, inevery way.
Who Is Your Brand? Paul Chappell, 2012
http://www.flickr.com/photos/cogloglab/6216048568/ via
photopin.com
BRAND ARCHETYPESKEEPING IT REALBut as we know, talk is cheap.If
your brand doesnt deliver on its promise,if it cannot live up to
what it claims to be andwhat it stands for, it wont take long at
all foryour customers to drop your brand for onethat is
authentic.Many good brands with good intentions havebeen swept up
and tossed into the dustbin ofirrelevance. Intent is only
worthwhile when itis acted upon.Remember, creating a brand
archetype is theprocess of identifying human characteristicsthat
fit your brands disposition in themarketplace. Choose an archetype
that istrue to your brands heritage and worthy of
http://www.flickr.com/photos/mel7ares/4453889852/ via
photopin.comfollowing into the future. Who Is Your Brand? Paul
Chappell, 2012
BRAND ARCHETYPESIN THE DIGITAL ERAFor the swarms of brands
entering orchampioning the digital space, brandarchetyping can have
a profound impacton the user journey and experience.The revelation
of your brand story alongthe various digital and traditional
touchpoints of your business can create anunfair advantage in your
industry.A compelling brand archetype enablesthe brand story to be
deliveredconsistently and compellingly. Coke hasre-engineered its
entire digital presenceto deliver the story of Happiness. Coke sees
a sale as a transfer of enthusiasm
http://advertising-age.blogspot.com.auThis isnt just talk. This is
happening! Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPESDISCOVER YOUR DNABusinesses should take care in
choosingthe right brand archetype, particularly ifthe brand is
firmly established. It hasimplications down the line if the
brandwants to reposition or refresh. Mostbrands will feel a pull
towards thearchetypes that reflect their currentvalues and
positioning, and that makesit easier to select the primary
andsecondary (yes you can have two)archetypes to pursue.If your
brand is in the midst of arevitalisation process, then it would
beworthwhile spending time acquaintingyourselves with all the
archetypes to findwhich ones resonate most with yourbrand vision.
Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPESWHO IS YOUR BRAND? So, are you ready? Can
yourHero Creator Outlaw business build a story around a brand
archetype that you can live and breathe on a daily basis? Wizard
Everyday Guy Innocent If you think that theres a Hero inside, or
youre ready to break all the rules and ride off with your posse to
take on theJester Lover Ruler world like the Outlaw you truly are,
it might be time to explore your brand archetype! Sage Explorer
Carer Who Is Your Brand? Paul Chappell, 2012
ABOUT THE AUTHORPaul Chappell is Content Director at Visual
Jazz Isobarin Melbourne, Australia. When hes not working on
clientprojects, he writes feature film screenplays and
findsinteresting things to do in the social innovation space.E:
[email protected] T: @pablochappo