12 Brand Archetypes: How to Choose One for Your Brand #2

The increase in competition and the needs of modern man have made it necessary to “personify” the brand. Today, the brand is no longer a factory that produces and sells inanimate products, but rather a spiritual being that has direct communication with its customers and must know exactly what they want.

The best way to give a brand human qualities is to choose the right archetype for it. If the product does not stand out from other products on the market in any way, then the buyer will not want to buy it

Let's consider each archetype and choose the best one for us:

3. Researcher

The "seeker" strives for new experiences and discoveries. His main value is freedom. He can ignite others with his desire to discover new things. The seeker believes that collecting memories is better than collecting things.

In three words: curious, independent, free.

This archetype is suitable for brands whose products and services:

• help people understand themselves better;
• inspire;
• help them express their individuality;
• create experiences that amaze.

Brands: Jeep, The North Face, Starbucks, Amazon, Nasa.

4. Wise

A wise person strives for independence and truth. He is a professional in his field and is constantly in search of truth. He looks at the world objectively. He loves to delve into himself. He believes in the potential of people and is also a good advisor. A wise person can be: a guru, a philosopher, a mentor or a scientist.

In three words: curious, intellectual, spiritual.

This archetype is suitable for brands whose products and services:

• Helps people become smarter and gain more information;
• Helps in decision making;
• Costs more than similar, standard products;
• Expands the horizons.

Brands: Audi, The New York Times, Google. 

 5. Naive

"Naive" tries to make everyone around him happy. He is simple and sincere. He is always ready to lend a helping hand.

In three words: charming, optimistic, and honest.

This archetype is suitable for brands whose products and services:

• Gives a feeling of kindness, optimism, and carefreeness;
• Associated with children or family;
• Uses natural ingredients.

Brands: Dove, Coca Cola, Volkswagen, McDonald’s.

6. Artist

The “artist” is constantly trying to create new things and transform the old. He likes everything unconventional and strange. Individualism and uniqueness are important to him.

He always has his own point of view and is not afraid to go against the opinions of others.

In three words: inspiring, passionate, amazing.

This archetype is suitable for brands whose products and services:

• Resists mass market;
• Supports creative processes;
• Allows consumers to feel unique.

Brands: Apple, Sony, Lego, Adobe, Instagram.

7. Everyman 

Everyman-Has simple, uncomplicated tastes and doesn't like "snobs". No glitz or glamour, just a reliable product that serves its purpose.

Is family-oriented and puts functionality above aesthetics.

Believes in humanity and easily connects with all types of people.

In three words: authentic, humble, friendly.

This archetype is suitable for brands whose products and services:

• Helps you feel a sense of belonging;
• Promotes simple human values: kindness, love, loyalty, respect;
• Lifts your mood.

Brands: Toyota, IKEA, Wrangler, Target.

8. Carer

Focused on generosity and compassion. He is willing to put less emphasis on himself if it helps him care for others. He acts like a parent who loves his children, regardless of their behavior. He creates a safe space and makes those around him feel safe.

In three words: caring, reliable, protective.

This archetype is suitable for brands whose products and services:

• Associated with safety and caring for others;
• Helps you take care of yourself;
• Associated with mentoring, medicine, or charity.

Brands: Heinz, Volvo,  Nestle, Nivea.

9. Rebel

Breaks the rules and goes against the system. He values ​​freedom and dislikes boundaries and restrictions. The rebel is annoyed by the ordinary. He frees society from taboos.

​Her motto is: Let's push the envelope and break stereotypes.

In three words: independent, unpredictable, rebellious.

This archetype is suitable for brands whose products and services:

• Supports an audience that feels alienated;
• Challenges existing standards and regulations;
• Competes with corporations.

Brands: MTV, Harley Davidson, Diesel, Virgin.

10. Hero

One of the oldest and most popular archetypes in the world. The hero tries to save the world, defeat evil, and find a way out of any hopeless situation, but at the same time remains true to his principles. He tries to become a better version of himself.

In three words: Brave, Bold, Purposeful.

This archetype is suitable for a brand whose products and services:

• Brings change to the user by overcoming difficulties;
• Solves social problems or inspires others to do so;
• Helps users do hard work.

Brands: Nike, BMW, Fedex, Duracell, Snickers.

11. Jester

He is impulsive, unstoppable and creative. He enjoys life to the fullest and doesn't take problems too seriously. He is not afraid to break the rules, but he does it not because he wants to break the boundaries, but because it's fun. The Ox quickly gets back on his feet after a setback. He doesn't have any authority figures.

In three words: fun, optimistic, innovative.

This archetype is suitable for brands whose products and services:

• It entertains users;
• makes them feel young at heart;
• helps people have a good time.

Brands: Kia, M&M’s, Fanta, Skittles, Doritos, Old Spice.

12. The magician

The magician is confident in his dreams and abilities. He is curious about how the world works and how it can be improved. In his opinion, there is no objective reality and we all see what we believe. The magician becomes a catalyst for intense and rapid change. He believes that the only limits are in people's heads.

In three words: hopeful, mystical, transformative.

This archetype is suitable for a brand whose products and services:

• Uses new technologies;
• Helps people change their views and opinions;
• Promotes rapid changes in the user's life.

Brands: Disney, Polaroid, Red Bull, Tesla.

Many people have ideas, but only Lemons.ge has solutions!

Lemons.ge team is always by your side when you need creative vision and real results.

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