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Check what
brand archetypes
are and what emotions
you trigger

Are you curious about the impact of algorithms on determining brand archetypes? Wondering how choosing the right archetype shapes awareness? Join the platform and immerse yourself in the world of branding innovation!

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PATTERNS

Discover archetypes

Explore universal patterns that resonate
with audiences, creating strong and authentic relationships.

PERSONALITY

An archetype is a primary pattern of a brand's personality that gives it emotional value. Archetypes are based on evoking emotions with which the brand identifies and evoke specific associations.

They are directly related to its mission, vision, and core values. They help build a consistent branding message, credible image, and strong identity. They define the character and pattern of the brand in visual identification and communication strategy, allowing for better reach to the target audience.

SYMBOL

What is
archetype?

The archetype, as a prototype deeply rooted in people's collective consciousness, is also used in marketing activities to build strong brand recognition and reputation based on solid foundations - values, beliefs, authenticity, emotional connections, and resonance.

Unlike stereotypes, archetypes have deeper cultural, historical, and psychological significance, making them a more versatile and flexible tool for analyzing and interpreting patterns of behavior in society.

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RELATIONS

Discover 
personality

Archetypes can significantly influence the perception of a brand's mission and vision, product categories, or target groups by inspiring and shaping customers' attitudes. In doing so, they help build strong, cohesive, and authentic relationships and identify with individual values and ideas.

By intelligently utilizing archetypes, a brand can better understand its customers' needs and effectively communicate more effectively with its target audience, thereby supporting them in making purchasing decisions.

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Opportunities

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Discover the limitless potential that
archetypes offer in creating a strong & enduring brand identity.

Creating a strong image

Building lasting relationships

Creating emotional bonds

Generating purchasing decisions 

Standing out among competitors

Building a strong community

VALUES

Discover 12 profiles

Check which archetype is consistent
with your brand and tailor marketing actions to it.

  • Explorer

    The explorer is an individualist who longs for a better world. He constantly seeks new challenges and pushes his own boundaries to feel free and independent.

  • Ruler

    A ruler is a leader, a responsible and effective leader who seeks to control and achieve goals. He is ambitious, dominant, confident and enjoys authority.

  • Hero

    The hero is a strong and courageous type of warrior who fights tirelessly for justice and overcomes all odds. He protects the weak, inspires, and motivates.

  • Magician

    The magician is a charismatic master of magic who walks the untrodden paths. He possesses secret powers that protect him from the forces of darkness.

  • Caregiver

    The caregiver is an altruist whose mission in life is to help others. He is caring, sensitive and empathetic. He builds strong and lasting relationships based on trust.

  • Jester

    The Jester has a childlike joy and large amounts of optimism. He is witty and ironic. Fun is what counts for him - he lives for the moment and enjoys his freedom.

  • Creator

    A creator is a creative soul whose aim is to create innovation and explore new possibilities. He is inspiring and passionate. Always open to new ideas and concepts.

  • Innocent 

    A innocent exudes simplicity. He is genuine and full of kindness. His strength is his positive attitude to the world, his steadfast belief in people, love and friendship.

  • Rebel

    The rebel is controversial. He questions authority and does not recognise rules and principles. He is a symbol of independence, courage and revolution.

  • Everyman

    A everyman is a best friend. He is always ready to help. He believes that everyone is equal. He shows a normal life and does not like to stand out from the crowd.

  • Lover 

    The lover always follows his own heart. He is a symbol of romantic love, passion and devotion. He strives for attraction and sensual pleasure.

  • Sage

    The sage is a mentor and teacher. He is a symbol of wisdom, and life experience. He is guided by specialised knowledge. He attaches great importance to development.

Innocent

Sage

Explorer

Rebel

Magician

Hero

Lover

Jester

Everyman

Caregiver

Ruler

Creator

Optimistic - Trusting - Sincere

Intelligent - Reliable - Insightful

Curious - Courageous - Fearless

Independent - Courageous - Valiant

Mysterious - Creative - Wise

Noble - Supportive - Resilient

Sensual - Passionate - Charming

Funny - Quick-witted - Sarcastic

Faithful - Supportive - Devoted

Tender - Caring - Understanding

Dominant - Ambitious - Dignified

Resourceful - Stubborn - Inspiring

EMOTIONS

Archetypes
in actions

Archetypes directly refer to fundamental aspects of human character, motivation, and values. They help evoke specific emotions and feelings, and trigger automatic associations, attitudes, and reactions from customers, thereby distinguishing themselves from the competition.

As a means to create emotional engagement, archetypes enable brands to craft personalized experiences that deeply resonate with the values and preferences of their customers and foster lasting connections.

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Effectiveness

Why
archetypes?

The role of brand archetypes in marketing activities is crucial. Archetypes, as effective and efficient branding tools, offer many tangible opportunities. They directly impact targeting audiences and reaching specific target groups, as well as building strong and meaningful emotional relationships.

Archetypes help to highlight a credible message and shape brand perception. They also significantly contribute to increasing sales, building a strong and stable brand awareness, and its development in the global market.

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SYNERGY

Archetypes potential

Discover the benefits of using brand
archetypes in marketing and community engagement.

  • Explorer
    archetype

    Motto:

    "You only get one life. Make it count."

    Goal:

    Freedom, individualism, and independence.

    Industry:

    Automotive, Adventure Travel, Outdoor equipment.

    Harrison Ford in “Indiana Jones”

  • Ruler
    archetype

    Motto:

    "Power isn't everything, it's the only thing."

    Goal:

    Power, control, and authority.

    Industries:

    Automotive, luxury clothing, hotels, banks.

    Marlon Brando in "The Godfather"

  • Hero
    archetype

    Motto:

    "Where there is will, there is a way."

    Goal:

    Mastery, honor, and sacrifice.

    Industries:

    Sportswear, Sports Equipment, Russell Crowe in "Gladiator".

    Russel Crowe in "Gladiator"

  • Wizard
    archetype

    Motto:

    “Anything can happen!”

    Goal: 

    Creating magical experiences.

    Industries: 

    Entertainment, health, beauty.

    Gandalf in "The Lord of the Rings"

  • Caregiver
    archetype

    Motto:

    "Love your neighbor as yourself."

    Goal:

    Providing a sense of security.

    Industries:

    Healthcare, Education, Non-Profit Organizations.

    Robin Williams in “Patch Adams”

  • Jester
    archetype

    Motto:

    "If I can't dance, I'm not part of it."

    Goal: 

    Pleasure, entertainment, joy, and fun.

    Industries:

    Confectionery, beer, child services. 

    Jim Carrey in “Ace Ventura”

  • Creator
    archetype

    Motto:

    "If it can be imagined, it can be created."

    Goal: 

     Inspiring development and innovation.

    Industries:

    Art, Design, Information, Technology, Marketing, Writing.

    Emmett Brown in "Back to the Future"

  • Innocent
    archetype

    Motto:

    "Free to be myself and me".

    Goal:

    Protection from evil and doing good.

    Industries:

    Beauty, organic products, organic food.

    Tom Hanks in “Forrest Gump”

  • Rebel
    archetype

    Motto:

    "Rules are meant to be broken".

    Goal:

     Striving for freedom and independence.

    Industries:

    Alcohol, automotive, alternative clothing.

    Taron Egerton in "Robin Hood”

  • Everyman
    archetype

    Motto:

    "All people are created equal".

    Goal:

    Building community and ensuring peace.

    Industries:

    Home and family life, food, everyday clothing.

    Will Smith w "The Pursuit of Happyness"

  • Amant
    archetype

    Motto:

    "My eyes are only on you". “I only have eyes for you”.

    Goal:

    Cultivating deep feelings and building intimacy.

    Industries:

    Cosmetics, perfumes, jewelry, wine, travel.

    Marilyn Monroe in "Gentlemen Prefer Blondes"

  • Sage
    archetype

    Motto:

    "The truth will set you free".

    Goal:

    Sharing knowledge and seeking to develop.

    Industries:

    Media, education, consultancies.

    Yoda in "Star Wars"

INNOVATION

Identify
your archetype

Archetypes are most commonly represented in the form of a wheel, divided into four parts, representing axes of personality opposites, arranged according to a specific character type: stability, independence, risk, and belonging. This helps in shaping and implementing marketing actions effectively.

The axes of stability and individual independence represent a desire for balance, peace, autonomy, and freedom, while the axes of risk and belonging reflect a desire for growth, achievement, and a sense of connection.

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