Blog Series Part 2: What are brand archetypes?

Hi folks!

How often you noticed about the different brand archetypes (the ones I described in the previous blog post) around you? Were you able to distinguish between an innocent brand and an everyman brand?

Just like in the previous one, I will discuss the next four brand archetypes in this blog post. If you haven’t checked out the previous post, stop here and redirect to this link.

I assume that you have already referred to different types of Jungian archetypes. Let’s get started!

The Creator

This brand archetype celebrates innovation and imagination. These brands will always quote “The best way to predict the future is to create it”. The most creative and innovative people relate their persona to this archetype. Their brand voice is inspirational and daring. The brands which routinely practise this brand message are Apple, Lego, Adobe etc.

The Explorer 

Exploration generally ends up with self-discovery which is the main motive of this archetype, they want you to prioritise individuality and freedom. These brand voice fearlessness and daring. You simply cannot cage them because they desire to break free of all conformity. The typical examples of this brand archetypes are Jeep, Starbucks, Bodyshop etc.

The Ruler

Have you come across with loyal customers of brands like Louis Vuitton, Mercedes, Rolex, Rolls Royce etc? They belong to a tribe which demands lavish lifestyles and life like that of the kings. The ruler brand archetype wants to be the most refined and commanding. They set exemplary superiority and articulate the same through their brand message. Also, a common thing which I noticed was that their websites are quite monochromatic. The images they use are always extra large and the fonts are too small. These are subtle specifications they follow being a ruler archetype.

The Magician

This brand archetype fosters imagination in its customers and tries to make them realise how every dream can come true. The brands of this archetype create magic by enchanting and inspiring others. They set just one vision and live by it. Their brand voice wows the customers and makes you yearn for the more mystical world. The most common examples of this archetype are Disney, Red Bull (gives you wings), Polaroid etc.

The most common brands which you use in your day to day activities ascribes to these brand archetypes.

Go on exploring such brands around you and keep on maintaining a list of them. Just reading this won’t help, we need to differentiate between brands when we come across them.

Till then, stay tuned for the last part of this blog series.

Please share your views in the comment section and don’t forget to give a thumbs up to this post. Also, share your favourite brands here and we will identify its archetype.

Keep branding!