Brand archetypes: what are they and how to identify them?

For a brand to be successful, it must have personality and be recognizable so that the public can feel identified. To build this identity seal it is necessary to resort to the brand archetypes, a concept that has become popular within marketing and has proven to be highly effective. We explain what they are and how you can identify them.

Definition of brand archetypes

The brand archetype is the identity that an organization expresses. That is, it is the set of values, premises, personality traits and beliefs that define a brand.

With the brand archetype you can work on the image, connect and have engagement, communicate successfully, know what marketing actions to carry out and define a content strategy in a much more effective way.

Types of brand archetypes

A total of 12 brand archetypes can be identified and each of them transmits values ​​and attributes:

  • The governor: They are brands that are aimed at an audience with high purchasing power and their image is associated with professional success, prestige and a high social position. Some brands that use this brand archetype are Mercedes and Rolex.

  • The common man: They are modest and humble brands that manage to connect with the public through empathy. Some brands with this identity seal are Ikea and Seat.

  • The hero: represent effort, value and involvement. It is associated with the public who fights for their dreams and aims to prove their worth. Duracel and Nike are two brands that convey this idea.

  • The innocent: They are brands with an honest, optimistic, positive, simple and reliable image. Two examples would be McDonalds and Disney.

  • The outlaw: They have a rebellious and challenging personality that fights against conventions, such as Desigual and Diesel.

  • The lover: In this case, the passionate and seductive image is reinforced, since they have the objective of pleasing the public and enhancing their security and confidence. Two clear examples are Martini and Axe.

  • The caretaker: They transmit trust, well-being, security and paternalism, like Danone and Nestlé.

  • The jester: They are fresh, fun and humorous brands, like Fanta and Donetes.

  • The wise: It focuses on knowledge and analysis of the environment. Their goal is to expand their knowledge, like Google and HP.

  • The creator: They are brands that enhance the public’s creativity, design and research. LEGO and Apple would be two brands with this personality.

  • The Explorer: These brands have a more brash, daring and independent personality, like Red Bull and Jeep.

  • The magician: they are brands full of imagination, charisma and inspiration, like Intel and Absolut.

How to identify the archetype of a company

To identify the archetype of a company communication and marketing campaigns are essential. You must observe the type of language you use to address the public and the images used in your advertisements, as well as the message you transmit in your advertising campaigns and the colors used in them, since while dark colors are associated For elegance and prestige, for example, the most striking ones convey the opposite effect.