What Is a Brand Archetype?
An archetype is a common and universal original (set of features) of a character, event, theme, symbol or pattern. In marketing, the archetype of a brand reflects its personality- it is a model of identity.
Why is the brand given an archetype? It's easy! The audience to the brand relationship can be compared to ordinary personal relationships. In everyday life, we like some people more than others. We usually know what to expect from them. As customers, we have our favourite brands. The brand archetype is largely responsible for this. It is defined in order to establish a deeper bond with the audience and create a coherent brand.
See also: How to build brand consistency?
The value of archetypes for brands and influencers
Global concerns that have developed their style attract an audience who identify the company with their needs, interests, and views. Therefore, when setting the goal and mission of the company, we should also set the archetype of the brand. It is good if, over time, this archetype does not change drastically enough to cause the loss of the audience or the very position on the market. Customers are more likely to buy when they know that the brand has similar values. According to reports, communities are more attracted to personalizing the company by showing its features and habits. This contributes to better brand recognition. Therefore, it is important not only to present dry sales data but also to add value, create a vibe.
And what are the benefits of establishing the archetype for influencers? The awareness of archetypes makes it easier for influencers to maintain a constant mood and theme on their channels. As an influencer, by acting in specific ways, you can significantly increase the popularity of your fanpage. An additional advantage of awareness may be find yourself within the range of interest of brands that will want to cooperate with you.
How can you determine your archetype? With the NativeHash platform, it's easier than you think! After setting up an influencer account, advanced AI algorithms, based on the description of the influencer's profile, determine compliance with archetypes. A prediction (that is, being assigned by AI) is made whenever the description changes. If you edit your profile description, the archetype suggestions might change. Once the archetype is established, brands will be able to search for you using this criterion.
Brand archetypes
Archetypes can be divided by two intersecting lines, dividing the values into 4 groups. Each group represents a unique, common feature for the archetypes they represent. Among them, we distinguish values such as stability and risk (or control and power) as well as belonging and independence (in other cases called satisfaction and self-realization.) Each group is assigned 3 archetypes. By using them as a marketing tool they mainly describe and deepen the understanding of the brand.
Group 1
Characterized by stability, order, control, willingness to exert positive emotions on the audience. They care about constant contact so that the client can draw models by imitation and explore the world with him. Their goal is to create a structure in which they can move freely. In this list, we distinguish such archetypes as creator, ruler, and caregiver. Despite their various characteristics, they bind the ideal recipient as the eager to learn, with a fresh mind to explore new possibilities/adaptations, eager to receive guidance, and devote time to their authority.
Creator - a brand that is famous for its innovations. Its designs are original, which includes extraordinary art, creations, expression, and even inventiveness. The released products allow for active self-expression. Creators are famous for frequently teaching others how to do what they do best. In their marketing materials, they are distinguished by language that contains metaphors or symbols. Instead of using classic tools to reach the audience, they mostly use storytelling. The creator’s colours include black, red and graphite. An example of a brand with such an archetype is Mark Jacobs.
Ruler - the structure established by the brand allows for precise content control, thanks to which the audience never experiences chaos in the message. It is characterized by stability, prosperity, wealth, and success. Being at the highest level shows class and a strong sense of responsibility. It willingly rewards loyal customers. In its messages, the brand is always self-confident and can be aggressive when defending its position. It can use sophisticated language in simple sentences. Compared to the competition, it sounds strong and authoritative. One example of the lord archetype is Rolex.
Caregiver - the value of the brand is the willingness to help in the development and success of its audience. Aware of inequalities, compassionate, generous, they unconditionally support those who trust them. Caring brands do not care about analyzing the competition, they are completely focused on the recipient, they have the so-called maternal instinct. By carrying out their services, they make the client understand that they are not alone and that they will achieve their goal. Such brands work for customers who value not only their comfort but also have a desire to help. Caregiver brands often use colours that evoke peace - white and various shades of blue. UNICEF is a perfect reflection of the characteristics assigned to the caregiver.
Group 2
The archetypes that represent this group are explorer, sage, and innocent. Their common features are being independent and being able to develop themselves. They all want to get to know the world and deepen its spiritual face. These brands are taken as the most reliable due to the accuracy of the information published. The recipients of this group are therefore people who are looking for a brand that gives them confidence in finding valuable information. Depending on the client's needs, we will divide them into providing security, seeking challenges and discovering truths.
Explorer - the personification of everything that is wonderful and unknown. A man who leaves the present for a better tomorrow is an example of the brand. The archetype is characterized by features such as authenticity, courage, and individualism. Companies symbolizing the heroes of their own fate love risk and constant changes in order to get to know their own abilities better and get out of their comfort zone. When leaving the comfort zone or having a passion for harsh environments, they present companies that focus on travelling, selling sports equipment, or travel agencies. The colours used by enterprises are primarily red, yellow and green. A perfect example of such an archetype is the Jeep - a car for which nothing is impossible.
Sage - this is a brand wishing to strive for a complete understanding of the truths that govern the world. All the facts are based on irrefutable evidence. Through its numerous discoveries, they improve the world and educate the audience. The sage is impartial, intelligent, and hardworking; they can see patterns where others cannot. By communicating, they want to encourage the audience to deepen its knowledge on a given topic. By providing motivation, they expect the client to think independently. The main colours for this archetype are blue, green and black. Google is a perfect reflection of all the values that the sage has.
Innocent - shows sincere intentions, is straightforward, optimistic and has a big heart. They want to be happy and make others happy. It provides security, which is their most important feature. They have simple rules where they respect everyone and let everyone be who they want to be. They attract their audience with honesty and a kind, narrative tone. When building relationships, they base their actions only on pleasant aspects that strengthen trust. The colours used by brands with this archetype are blue, white and yellow. An example of such a brand is Dove.
Group 3
This group focuses its full attention on the end result and good promotion of the product. Archetypes responsible for going off the beaten path, possessing the qualities of a leader and willingness to take risks are the common values that guide the magician, hero, and rebel. Their self-confidence and strong message allow them to reach an audience willing to change the boredom of everyday life. The priority of archetypes is to leave a trace and thus be visible to the recipient.
Magician - a fantasy world is open here. It’s friendly, trustworthy, and magical. With this archetype, we learn that everything is possible, the only limitation may be our imagination. The magician is famous for their charisma and the power to charm their audience. They can bring their own vision to life, providing people with a journey full of magical moments. They are bold and have a strong will to walk their own unique paths. They love to share their products - but never present the source of their inspiration. The colours that distinguish this archetype are red, white and black. An example of this archetype is Pixar.
Hero - this archetype is a true ideal. They are strong, athletic, can get their own way, and at the same time, they are willing to help. They emphasize personal development, as well as their audience. The brand often asks difficult questions that remind customers of its valuable values. This archetype aims to become a master, i.e. thanks to hard work, they improve their skills. An attractive perfectionist attracts audiences with their irreplaceable authority and cheerful attitude. For the hero, the most important things are their ideologies, so they cannot be said to be independent. They do not work on their own, but follow certain standards and norms. The colours chosen by heroes are orange, yellow and black. The brand that best fits the tasks of a hero is Nike. Hero is also NativeHash's archetype.
Rebel - shocking, scandalous, and controversial messages come from brands that have the archetype of a rebel. These are inventive companies looking for a path to freedom often taking enormous risks. They value independence, they want a revolution, their strength is anger and determination to change the world for the better. Brands that use harsh and vulgar language to increase the power of their message. They do not like taboos, do not accept any rules, and often express their opinions. The main group that the rebel archetype appeals to are young people whom the brand wants to motivate to explore and understand the world better. Focusing on their expressiveness, these brands use such colours as red and yellow. Currently, one of the most famous examples of this archetype is Netflix.
Group 4
It focuses on the emotions that accompany us while receiving the message. The lover, jester, and everyman archetype have the goal of creating a bond with the client; brands that care about an audience who will approve of their actions and identify with it.
Lover
Most emotions related to the pleasure and sensuality of having a product can be found in the archetype of a lover. The brand's openness and courage to convey new sensations allows it to attract the audience. The relationship that is built with them becomes intimate, attractive, and magnetic. The brand and the audience meet on one plane, where they have common passions and share a commitment. Senses awakened by a pleasant, warm voice, descriptions rich in adjectives make the brand’s products desirable to the audience. The colours that represent this archetype are gold, red or pink. The best-selling products of this archetype are sweets, one example of them is Kinder Bueno.
Jester - messages that are most easily remembered due to their non-obvious form of a joke. This archetype is sometimes used by brands that deal with difficult topics. The jester is characterized by optimism and creativity. Their actions are full of colours and a light massage. Using humour, they often mock and parody. They never lack a youthful spirit and childish joy. This archetype is most often found in food brands or entertainment programs. Its colours include orange, red and yellow. An example of a brand that can laugh at itself is M&M's.
Everyman - brands that do not want power, are neutral, easily gain the trust of their audience. Their only purpose is to keep us company. The messages given are natural, easy to accept, and often appear in places we know well. The language used is polite and pleasant. Brands with a companion archetype appeal to a wide audience that treats everyone as equals. The archetype is designed to send a friendly, honest, but also humble message. The colours used are blue, red and brown. IKEA is one of the brands that have the characteristics of a companion. Their simple style of speaking about the life of the average person is not, however, depicted in mundane colours. To solve everyday problems, we can count on adding a bit of creativity on the part of brands, thanks to which the boring message becomes valuable for the audience.
Did you manage to define your brand archetype? Do you build a coherent brand and improve your relationships with clients? We are waiting for your comments on social media channels.
The Native Hash editorial team is made up of experienced specialists and enthusiasts of influencer marketing.