Find Your Archetype
What is an archetype?
ar·che·type /ˈärkəˌtīp/ - a recurrent symbol or motif in literature, art, or mythology.
How and why do brands use archetypes?
When developing a brand for a business, product, service or individual the usage of archetypal imagery and symbolism can be helpful in a list of areas such as:
• Identity
• Differentiation
• Persona
• Rapport/engagement with an audience
• Both verbal and nonverbal/multi-sensory communication
• Emotional connection with specific market
Archetypes are universal. They are themes that world renowned psychologist, Carl Jung argued are innate within us when we are born. We all understand what a “villain” is for example. Even a child who barely knows how to speak can recognize a “bad guy.” Archetypes are symbolic connections to our unconscious mind which can make an effectively intentional usage of them incredibly powerful.
Find Your Archetype:
Below are a list of archetypes. Take a moment to figure out which one applies to the identity you are working with. There may be several that come to mind. That’s OK. Write them down. Then narrow it down to the best choice (ie while Darth Vader is a “leader” we probably will agree that “villain” is more his archetype). Once you’ve picked one have several people go through the same exercise. Did everyone agree on the same one or did at least three that apply? If so, that is your archetype. If not then a discussion should happen as to what different people are perceiving. And have fun with it. This is more of an art than a science.
EXPLORER Seeker, Wanderer
Goal or Method: To learn what’s constant in life by always
changing your environment
Brands: North Face, Pier One, Jeep, Greyhound, Subaru, Starbucks
People: Christopher Columbus, Jacques Cousteau, Steve Irwin
DEFENDER Knight, Superhero, Warrior
Goal or Method: To protect others from harm through
bravery and service.
Brands: U.S. Army, Greenpeace, Dial, Band Aid
People: Wonder Woman, George S. Patton, The Rock
THRILL-SEEKER Gambler, Swashbuckler, Adventurer
Goal or Method: To achieve great rewards through great risks.
Brands: X Games, Mountain Dew, Chrysler Crossfire, Carnival Cruise Ships, New Zealand, Camelback
People: Richard Branson, Ben Saunders, Errol Flynn
ACHIEVER Athlete, Hot Shot, Strongman
Goal or Method: To prove yourself through amazing physical acts.
Brands: Nike, Ford, Home Depot, Adidas, Under Armor
People: Serena Williams, Michael Jordan, Tiger Woods
TRADITIONALIST Conservative, Old School, Miser
Goal or Method: To restore the world through a return
to old-fashioned values.
Brands: Old Spice, Wendy’s, Procter & Gamble,
Wells Fargo, Folgers, GAP
People: Norman Rockwell, Ronald Reagan, Tucker Carlson
NURTURER Mom, Mother Earth, Healer
Goal or Method: To help others feel loved by providing for
their needs and wants.
Brands: Campbell’s, Pampers, Volvo, Johnson & Johnson,
Loreal, Allstate
People: June Cleaver, Kitty Forman (That 70’s Show), almost definitely your own mom
CONNECTOR Networker, Politician, Talker
Goal or Method: To make things happen by knowing
the right people.
Brands: AT&T, Verizon, Facebook, Linkedin
People: Oprah, Larry King, Joe Biden
ARTIST Creative, Creator, Craftsman
Goal or Method: To create something of enduring beauty and value.
Brands: hp, Adobe, Lego, Home Depot, Michael’s,
Black and Decker, HGTV
People: Beethoven, Salvador Dali, William Shakespeare, Bob Villa
PHILOSOPHER Sage, Prophet, Guru
Goal or Method: To help people understand the world by seeing things from a different perspective.
Brands: Scientology, Calvin Klein, Nikon
People: Plato, Deepak Chopra, Paulo Coelho
DREAMER Magician, Sorcerer, Wizard
Goal or Method: To help people achieve supernatural experiences by promoting faith and wonder (transformation).
Brands: Disney, Axe, Rock Band
People: Tim Burton, Carlos Castaneda, Steven Spielberg, Harry Potter, Gandalf
MOTIVATOR Mentor, Preacher, Promoter
Goal or Method: To achieve amazing goals by getting
people excited about a cause.
Brands: Truth, (RED), Electronic Frontier Foundation, MoveOn.org
People: Tony Robbins, Barack Obama, Richard Simmons
RULER King, Leader, Father
Goal or Method: To lead people to a common destination through confidence, determination, and influence.
Brands: Microsoft, Rolex, Gillette, The New York Times, Jack Daniel’s
People: Steve Jobs, Franklin Roosevelt, Moses
MAVERICK Rebel, Outlaw, Rogue
Goal or Method: To achieve freedom from the establishment through defiance, disobedience, and nonconformity.
Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban Outfitters, Orbit
People: Henry David Thoreau, Sid Vicious, George Washington
EVERYMAN Good Old Boy, Girl Next Door, Average Joe
Goal or Method: To bond with others by being humble, hard-working, and friendly.
Brands: Miller High Life, Sonic, Walmart, Lowe’s, Walgreens, Southwest, Visa, Covergirl, Hollister
People: Jack Black, Homer Simpson, Tom Hanks, Princess Diana
INNOCENT Saint, Goody-Two-Shoes, Angel
Goal or Method: To achieve a simple, pure life by always doing the right thing.
Brands: IKEA, Google, Apple, Dove, Lysol, Master Card, Aveda
People: Mr. Rogers, Gandhi, Boy Scouts, Oprah
ENTERTAINER Clown, Jester, Performer
Goal or Method: To make friends (and avoid making enemies)
through humor and fun.
Brands: Budweiser, Fanta, Jack in the Box, Hulu, Woot.com, Taco Bell, Doritos
People: Robin Williams, Bob Hope, Jeff Foxworthy
VILLAIN Bad Guy, Monster, Vampire
Goal or Method: To satisfy internal drives or passions through whatever means necessary.
Brands: Megadeth, Hot Topic, LA Ink
People: Marilyn Manson, Darth Vader, Dr. Horrible
INTELLECTUAL Sage, Genius, Expert
Goal or Method: To find the truth through research, objectivity, and diligence.
Brands: Ask.com, CNN, Gallup, MIT, Harvard, CIA, Bloomberg
People: Stephen Hawking, Marie Curie, Ken Jennings
SENUALIST Hedonist, Pleasure Seeker
Goal or Method: To pursue perfect enjoyment through physical experiences.
Brands: Victoria’s Secret, BMW, Godiva, Versace, Food Network,
People: Madonna, Jane Austen, Dracula
SERVANT Martyr, Helper, Monk
Goal or Method: To lose yourself through service to others.
Brands: Red Cross, Amnesty International, Peace Corps, Humane Society, Police Department
People: Mother Theresa, Pat Tillman