What is a brand archetype and why is it important?

When reading or listening to content related to marketing, you are likely to come across many specialized terms.

Just like any other industry, marketers have a kind of dictionary that includes characteristic vocabulary, definitions, and phrases. Among them, there are also terms that seem familiar in everyday life. One of these is certainly the word archetype. However, in marketing, it pairs with another word – brand. Together, they form an industry-specific, slightly mysterious phrase – brand archetype. In the following text, we will explain what a brand archetype is, what types exist, how to identify it, and what benefits it brings. Let’s dive in.

What is a brand archetype?

As mentioned earlier, most people have encountered the word archetype. We know it from literature or other cultural products. According to the Polish Language Dictionary, an archetype is “the original model of a character, event, or theme.” Meanwhile, in his psychoanalytic theory, C.G. Jung defined it as “a universal, inherited model of perception and behavior shared by all people.”

This means that an archetype is a universal pattern of behaviors, characteristics, and narratives rooted in human psychology. To better understand this, consider the hero archetype. A hero is someone who strives to do good and is willing to sacrifice for a cause they believe benefits everyone. For example, Superman sacrifices his life to do good, often suffering as a result, yet he never gives up fighting for a better future for others.

Brand archetype

In marketing, a brand archetype refers to a set of traits, values, and narratives that define a brand’s personality. It is the way a brand communicates with its audience, building an emotional connection. Through a brand archetype, companies can express their mission, meet the needs of their target group, and create deeper connections based on shared values and emotions.

How to identify a brand archetype?

Understanding what a brand archetype is, it’s also essential to know how to determine it. While not obvious, this process is crucial for building a consistent brand image. Here is one way to approach it:

1. Define your company’s mission and values:
   Understanding your brand’s mission and what matters most helps identify the emotions you want to evoke in your audience.
2. Understand your target audience:
   Analyze your target group’s needs, preferences, and expectations.
3. Analyze competitors:
   Examine your competitors’ actions to see what archetypes they represent.
4. Use brand archetype questionnaires:
   Tools like questionnaires can help identify your brand archetype.
5. Consult your team:
   Collaborate with your team to align on a cohesive vision.

Types of brand archetypes

There are 12 main brand archetypes identified by Margaret Mark and Carol S. Pearson in their book “The Hero and the Outlaw”. Each represents different values and communication styles:

1. The hero: Inspires greatness and encourages overcoming challenges (e.g., Nike – “Just Do It”).
2. The caregiver: Focuses on care and security, appealing to empathy (e.g., Johnson & Johnson, Volvo).
3. The explorer: Promotes freedom, adventure, and discovery (e.g., The North Face).
4. The rebel: Challenges norms, appealing to those who want to stand out (e.g., Harley-Davidson).
5. The magician: Creates transformation and magical experiences (e.g., Disney).
6. The everyman: Builds a sense of belonging and relatability (e.g., IKEA).
7. The jester: Brings joy, fun, and humor (e.g., M&M’s).
8. The ruler: Represents authority, control, and luxury (e.g., Rolex, Mercedes-Benz).
9. The creator: Encourages creativity and innovation (e.g., LEGO).
10. The sage: Seeks truth, knowledge, and understanding (e.g., Google).
11. The innocent: Evokes simplicity, sincerity, and authenticity (e.g., Dove).
12. The lover: Focuses on intimacy and emotional connection (e.g., Chanel).

Benefits of defining a brand archetype

Implementing brand archetypes offers many benefits:

1. Consistency in communication: Archetypes create a framework for consistent messaging.
2. Stronger customer relationships: They help form emotional connections that drive loyalty.
3. Clear brand identity: Archetypes make brands distinct and recognizable.
4. Better marketing strategy: They guide narratives and campaigns that resonate with the audience.

Without a defined archetype, communication can become chaotic, making it harder to build credibility. Archetypes allow companies to focus on core values and reach their audience effectively.

Is defining an archetype the most important element?

While defining a brand archetype is significant, it’s not the most crucial part of brand strategy. A brand strategy involves a multi-layered analysis of the environment, brand, and resources – much like a building blueprint.

Key elements include:

• Consumer analysis and insights
• Target audience definition
• Emotional and rational benefits
• Brand values and personality
• RTB (Reason to Believe)
• Brand attributes

From this strategy comes the brand communication strategy, which determines how the brand will communicate with its audience. Experts argue that the archetype should be identified at this stage to ensure consistent and impactful communication.

Conclusion

A brand archetype is a valuable tool for building a strong identity and long-lasting relationships with customers. It enables consistent communication, sets you apart from competitors, and builds authenticity. If you want your brand to be memorable and preferred by customers, defining its archetype is a step worth taking.

Author: Paweł Rogiewicz