By mbretous@hubspot.com (Martina Bretous)

When I start a TV show, I immediately try to identify each archetype.

Who’s the protagonist? Who’s the villain? Who’s the unsung hero saving the day at the last minute? Sometimes, it’s clear from the very beginning and others, you can’t tell until the very last scene.

The point is that these archetypes are universally known personas that are used to tell a story. They help us as viewers understand what’s going on and help us get emotionally invested in the characters.

In real life, brands use archetypes to shape their narrative. Let’s cover the 12 brand archetypes, how to define yours, and review some examples from popular brands today.

The archetype model is credited to Author and Thought Leader Carol S. Pearson, who outlined the 12 archetypes in her book “Awakening the Heroes Within.”

An archetype is more than just a persona or character – it’s tied to a larger theme, concept, or emotion that transcends time and culture.

For instance, everyone, regardless of culture or generation, can identify with the concept of a hero. Brands like Nike embody that archetype because it tells a scalable and sustainable story, tapping into human nature.

It’s easy to confuse a brand archetype with a brand identity. While the two may seem similar in concept, their compositions are completely different.

Your brand identity is a holistic view of how your brand presents itself to the world, from logos and colors to messaging and promises. An archetype, on the other hand, is the personification of your brand values, mission, and story.

In simpler terms, your identity says “Here I am.” Your archetype says, “Here’s my story.”

Why should you use brand archetypes?

Brand archetypes are helpful for all brands, regardless of size and success.

For emerging companies, an archetype can help mold your brand perception. Because an archetype is tied to a theme, it’s easier for consumers to wrap their heads around.

Too often, brands seem far away from their target audience. An archetype can help bridge that gap and create an emotional tie between you and your audience.

Now let’s say you’re an established brand that’s having trouble connecting with its target audience. In this case, building an archetype can help you create a narrative around your brand that your audience can rally behind.

In addition, archetypes help you set expectations for interactions with your brand at every touchpoint.

Brand Archetypes Wheel

1. The Innocent craves safety and looks at things from a glass half full. The main themes for this archetype are happiness, trust, and purity.
2. The Sage craves understanding. For them, the pursuit of knowledge is the priority. Education-focused companies, like Coursera and Discovery, typically exhibit this archetype.
3. The Explorer craves freedom. With this archetype, it’s all about what’s daring and exciting. Think of outdoor and adventure brands.
4. The Outlaw craves liberation. They believe in the saying, “Rules are made to be broken.” The main themes for this archetype …read more

   Source:: HubSpot Blog

         

   

   Author: Aaron