Identifying your brand archetype enables you to develop a great personality that will attract the right target audience and help you grow your business. When your brand archetype is clear, you can create your ideal buyer’s personas.
Here are the 12 brand archetypes you should know:
1. The Explorer
The Explorer discovers fulfilment through exploration and novel encounters. They seek to explore new things every day. Explorers are super independent, adventurous, ambitious, autonomous, and pioneers in the industry. Sometimes they can be restless, flaky and aimless
The main goal is Freedom
Examples:
2. The Sage
The Sage always contributes to world wisdom and understanding. They are knowledgeable, reliable sources of information, wise, intelligent, considerate, and analytical; mentor, guru, and advisor. Sage loves to educate people about the world, offer advice, and do research. Sometimes they may be extremely opinionated.
The main goal is Understanding
Examples:
3. The Ruler
The Ruler is like the ‘King’. They organize and bring order out of chaos. They are great in Leadership, accountability, organisation, setting an example, and administrator
Sometimes they might not have a consistent theme or be very authoritarian or domineering. They help people become more organised, restore order, and generate greater stability and security in a chaotic world
The main goal is to Control
Example:
4. The Creator
The objective of the Creator is to produce something remarkable and brand-new that has lasting significance. The Creators always use their unique talents to convey who they are and work to make their idea come to life. Creators have the belief that whatever you can imagine may be made, but sometimes they might be frequently idealistic or impractical.
The main goal is Innovation & Creation
Example:
5. The Hero
The heroes stand up for what is right because they perceive themselves as honourable people and the bully’s archenemy. Heroes want to achieve their goals, and they will connect with businesses that can support the challenge and appreciate the goals. A hero seeks the satisfaction and possibility of success as sources of inspiration.
The main goal is Mastery
Example:
6. The Lover
The lover fosters great connection and ignites love in their customers. They have characteristics such as sensuality, intimacy, romance, warmth, commitment, and idealism. Potential drawbacks include being excessively altruistic or without sufficient grounding in reality. Their products and services always make people feel valued, connected, loved and at home.
The main goal is Intimacy
Example:
7. The Jester
The Jester’s aim is to make the world happier. They love Laughter, lightheartedness, mischievousness, and irreverence. Sometimes they might come out as superficial or disrespectful. They help others appreciate what they are doing or have fun and encourage them to be more impulsive and spontaneous.
The main goal is Happiness
Example:
8. The Innocent
The innocent has a happy attitude and a positive outlook on life. Although they long for security, their ultimate goal is happiness for both themselves and other people. They are sometimes too naive and boring to some people. Strongly held companies are seen as loyal, honest, and trustworthy. They are also connected to morals, good deeds, and simplicity, which might evoke nostalgia.
The main goal is Safety
Example:
9. The Caregiver
The Caregiver is a kindhearted individual who is motivated by a desire to safeguard and assist people in need. They frequently serve as maternal figures, caring for individuals who depend on them until they are able to care for themselves.
The nursing profession personifies this attitude to enjoy and having their efforts recognised but dislike being patronised. Caregivers are not only reactive; they are also preventative and frequently present during and immediately following a harmful incident.
The main goal is Service
Example:
10. The Everyman
The Everyman just wants to fit in. They prefer to fit in with society as “everyone” and avoid drawing attention to themselves. They are approachable and simple to converse to without being overtly amusing, rude, or noisy.
Despite their fear of being turned down, they readily provide their trust. They are generally optimistic and make an effort to blend in. They typically like a variety of things without becoming excessively enthused about any in particular. Although The Everyman can be extremely appreciated, he can also be forgotten quickly.
The main goal is Belonging
Example:
11. The Magician
The Magician’s goal is to fulfil dreams and produce something unique. They are very visionary, charismatic, creative, idealistic, and spiritual characteristics. Sometimes they may take chances that have unfavourable results. They help individuals alter their world, spur on change, and raise consciousness.
The main goal is Belonging
Example:
12. The Outlaw
The Outlaw is motivated to start a revolution to improve the world. Rules, regulations, and conformity that would limit their freedom of choice are despised by them. They are nice people at their core, but anger, which is a motivational factor, has a tendency to take over. They are doomed if they don’t fight.
The main goal is to fight authority and fight rules
Example:
In conclusion, these are the 12 brand archetypes you should know. You can take human personality as an example while representing your brand. This can help your business to build stronger bonds with the right target audience. By attracting the right target audience to your brand through shared values, they improve brand perception, increase brand advocacy, and build a stronger customer base.
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