What are the 12 brand archetypes?
What are the 12 brand archetypes?
There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.
Who created the 12 brand archetypes?
Jung
Jung identified 12 archetypes. Each of these has a powerful identity. Each archetype has its own set of characteristics, values, attitudes and behaviors. The advertising and marketing industry has applied that concept to create brand archetypes.
How do you define brand archetype?
Just as fictional characters are written according to broadly defined paradigms that help us understand their actions, a brand archetype is a way of presenting a brand – its symbology, values, behaviours, messages – as a persona, thus making it more recognisable and relatable to target audiences.
What are archetypes Carl Jung?
Jungian archetypes are defined as images and themes that derive from the collective unconscious, as proposed by Carl Jung. Archetypes have universal meanings across cultures and may show up in dreams, literature, art or religion. Jung labeled these archetypes the Self, the Persona, the Shadow and the Anima/Animus.
What archetype is Ferrari?
The Lover: to inspire love and intimacy It is a trait that teaches consumers to appreciate themselves and that they deserve to indulge. This is a more niche archetype and fit companies like Godiva, Nespresso, Ferrari, and L’Oreal.
How do you create a brand archetype?
Using Archetypes to Define Your Brand
- Understand the Power and Potential of Your Brand. Know what you are offering your customers in ways that go beyond the rational and logical.
- Get to Know Your Customers.
- Build on the Emotional Connection.
- Use Symbolism for a Stronger Connection.
- Review and Apply the Right Archetype.
How do you present a brand archetype?
Identify what it is you want your audience to feel, map the archetype that will appeal best and develop a real personality to give your brand conviction. Make sure you know who your brand is, what it stands for and where it’s going. Brands that know where they’re going, inspire people to follow.
How many brand archetypes are there?
And the book “8 steps to a complete archetypal branding” comes for a help. Here are 12 brand archetypes. 1.The lover archetype. The desire of the archetype is being in intimacy and having sensual pleasure. The strategy of the archetype is becoming more and more attractive. 2.The innocent archetype.
What is the brand archetype of the ruler?
Ruler brand archetype. The brand archetype purpose. The ruler archetype seeks to exert leadership. It helps people to create a prosperous, successful family, community. The desire of the brand archetype is to control. The fear of the archetype is the chaos, being overthrown. Ruler brand archetype communication.
How many pages are in the archetypes & MoodBoards?
You will get 60 pages of explanations of the archetypes plus 12 high resolution moodboards for each archetype, perfect for printing and bringing in to client meetings. Once you’ve picked the archetype that best fits your brand, it will guide you through how to decide your archetypal mix and develop your brand personality & voice.
What is an example of an innocent archetype brand?
Innocent archetype brand example – Coca-cola. Coca-cola brand always advertises happy and genuine moments, between friends, between lovers. Once it is summer and the hot beach is calling, The Coca-Cola bottle’s red color is also a kind of happy and genuine.
