Brand Archetypes

Archetypes like heroes, explorers and outlaws represent universal characters that embody essential elements of the human experience.

 

Brand archetypes recognize that companies are defined as much by those same elements as they are by product features and prices.  Even in the most data-driven B2B industries, successful companies connect with customers through shared values and attitudes. Understanding this can be a marketing tool as valuable to your bottom line as any capital investment or technical expertise.

THE CAREGIVER

Also known as the guardian or healer, caregiver brands are a natural fit for the healthcare and service industries. However, they can appear in any business where responsibility, compassion and patience are key.

THE CITIZEN

John Doe. Average Joe. Everyman. What your see is what you get with the citizen. They’re known for being good listeners, hard workers and loyal advocates for their compatriots.

THE CREATOR

Artistry isn’t limited to creative fields. Creator brands are the entrepreneurs and visionaries of any industry, whether they are making advancements to microchips, enhancing mining equipment or improving logistics.

THE INNOCENT

As an idealist, the innocent brand values integrity over innovation. They are often small or family-run businesses whose products inspire trust, or maintain health, hygiene and cleanliness.

THE EXPLORER

Pioneering and adventurous, explorers provide their customers with the freedom to expand and move beyond the old way of doing things with new solutions from rugged safety equipment to cloud-based data storage.

THE HERO

The hero is strong, but more importantly, courageous. Having mastered their craft, hero brands confidently seek out the toughest challenges and deliver results.

THE JESTER

The jester or entertainer uses irreverence to get their audience to live in the moment and see things from a different perspective. Their goals may be serious, but they don’t take themselves seriously.

THE LOVER

There’s more to lovers than romance. They are faithful companions, dedicated to making their partners feel valued and connecting people with the products and services they need to achieve their best.

THE MAGICIAN

Magician brands are dynamic, magnetic and transformative. They are the engineers, scientists and innovators tempering steel, developing advanced medicines and drawing insight from raw data.

THE OUTLAW

Rebel brands are the activists, mavericks and reformers that destroy what isn’t working to pave the way for something better. They eschew red tape–and undercut their competition without apology.

THE RULER

Ruler brands project power and confidence. Years of refining and improving their product has made them leaders in their field. Their expertise makes them excellent ambassadors as well.

THE SAGE

The sage brand may act as a wise mentor or a detective doggedly searching for the truth. They translate, interpret, research and educate with data and facts to back up their conclusions.

WHAT’S MY BRAND ARCHETYPE?

We help B2B companies advance their position by understanding their brands, their audiences, and what connects them.

 

 Look around our site and we’re confident you’ll see we can do the same for you.
Give us a call at 262-754-9550 to talk more or set up an in-person meeting!

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