You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. –David Ogilvy
By figuring out what your brand archetype is, you are given a powerful model to craft your brand around. When people understand your brand, they can begin to LIKE + TRUST you, which leads to sales. (Which, I like.)
The names of the archetypes were defined by Dr. Carol S. Pearson and Margeret Mark’s The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.
Caregiver Brand Archetype
The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those in your fold feel considered, safe, and supported in their pursuits.
Creator Brand Archetype
Being the Creator, you’re inventive, unique, and vibrant – and it’s all by your own design. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.
Entertainer Brand Archetype
The Entertainer is a whole lot of fun! You’re humorous, light-hearted, and the life of any party. You’re playful, and it’s contagious. Above all, you’re excited to help others get more enjoyment out of life!
Explorer Brand Archetype
As the Explorer, you are the trailblazer, the adventurer. You are among the few who dare to literally (or figuratively) investigate the world. You help us find more of the freedom and fulfillment we seek.
Girl/Guy Next Door Brand Archetype
The Girl/Guy Next Door is friendly, down-to-earth, and loyal. You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.
Hero Brand Archetype
Being the Hero, you are a warrior, and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. We look up to you. You inspire us, as you overcome challenges like a champion.
Innocent Brand Archetype
The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand loves simplicity – the world doesn’t have to be complicated.
Lover Brand Archetype
As the Lover, you are passionate and devoted to your people. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to blazoning your brand message.
Magician Brand Archetype
As the Magician, you may manifest as a visionary, an inventor, or even a spiritual guide. But while the process and path to results may vary, all Magicians have one common goal – to transform lives.
Maverick Brand Archetype
As the Maverick, you are bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.
Royalty Brand Archetype
The Royal is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.
Sage Brand Archetype
The Sage is analytical and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.