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Brand Archetype identifies the primary quality of motivation that underlies the brand’s view of the world and its behaviour. Archetypes are the personification of these behaviours and provide a roadmap that enables you to more accurately appeal to a given desire with a specific personality.

Each personality – be it that of an individual or organization, is unique in some way. One of the dimensions of personality is how we perceive the world.

12 Archetypes by Margaret Mark and Carol Peterson in the book The Hero and the Outlaw: Building Extraordinary Brands through Power of Archetypes:

  1. Innocent
  2. Explorer
  3. Sage
  4. Hero
  5. Outlaw
  6. Magician
  7. Regular guy/gal
  8. Lover
  9. Jester
  10. Caregiver
  11. Creator
  12. Ruler

There are two primary reasons you would want to align your brand with an archetype.

  • Connection: Most brands today are in the coalface competing on features, benefits and price. If you don’t want your brand to become a commodity, you will need to make a deeper connection with your audience.
  • Differentiation: When it comes to standing out in a crowd, differentiation strategies seem well worn, with latecomers to the party left with little to work with. Personalities, on the other hand, have infinite possibilities. They’re unique but can be extremely memorable.

What’s your brand archetype? Which one of these types related to you the most?

The answers are not that simple, especially if you serving diverse markets.