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There’s something special about the brands we connect with. What is it that attracts us? Why welcome them into our world or show loyalty towards them?

The answer? Brand Archetypes.

So what is a brand archetype? In a nutshell, it 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.

They are fully formed personalities with an outlook on life, an opinion on the world, and firm beliefs that allow brands to connect as though they were human. In other words, if you want your audience to know who you are as a brand, your brand needs to know who it is.

Aligning your brand as close as possible to one archetype will allow your brand personality to feel all the more familiar to your audience and allow you to communicate with the consistency and humanity of a real person. It gives your brand a real personality with a tone of voice.

Choosing the right archetype for your business is essential. But first, review the standard archetypes and understand their role in creating a deep connection with their target market:

The Innocent: Exhibits happiness, goodness, optimism, safety, romance, and youth. Example brands include: Coca-Cola, Dove

The Everyman: Seeks connections and belonging; is recognised as supportive, faithful and down-to-earth. Example brands include: IKEA, PG Tips, eBay

The Hero: On a mission to make the world a better place, the Hero is courageous, bold, inspirational. Example brands include: Nike, BMW, Duracell

The Rebel: Questions authority and breaks the rules; the Rebel craves rebellion and revolution. Example brands include: Virgin, Harley-Davidson, Diesel

The Explorer: Finds inspiration in travel, risk, discovery, and the thrill of new experiences. Example brands include: Jeep, Red Bull, The North Face

The Creator: Imaginative, inventive, and driven to build things of enduring meaning and value. Example brands include: Lego, Apple, Adobe

The Ruler: Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized. Example brands include: Rolex, Microsoft, British Airways,

The Magician: Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual. Example brands include: Disney, Absolut

The Lover: Creates intimate moments, inspires love, passion, romance, and commitment. Example brands include: Victoria’s Secret, Chanel, Haagen Dazs

The Caregiver: Protects and cares for others, is compassionate, nurturing, and generous. Example brands include: Johnson & Johnson, Heinz, UNICEF

The Jester: Brings joy to the world through humor, fun, irreverence, and often likes to make some mischief. Example brands include: Old Spice, Ben & Jerry’s, Skittles

The Sage: Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor. Example brands include: Google, Audi, Philips

If you don’t want to be just another business in the market competing on price, benefits, and features, then you will need to connect with your audience on a deeper level. So, your next step is to identify your customer’s personality, then align your brand with the archetype that would most appeal to a desire within your customer. Thanks for reading.

Yours ethically,

Click Ethical Blog Squad

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