OUR BRAND
ARCHETYPES
What is a brand
archetype?
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.
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 not only unique but can be extremely memorable.
ARCHETYPE #1
THE CREATOR
INSPIRATIONAL
DARING
PROVOCATIVE
INSPIRATIONAL DARING PROVOCATIVE
BRAND VOICE
THE CREATOR PERSONALITY.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value.
They need to express themselves with their individual talent and strive to bring their vision to life through that expression.
Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection.
The Creator
Branding Strategy
To appeal to a creator you must celebrate the creative process while inspiring self-expression. Brands that provide the means or tools to express themselves creatively with freedom of choices would be well positioned with the Creator Archetype. Their communication should stir the desire for the creative process and inspire their customers to express their nature to the best of their ability. Creator brands leverage their audiences’ imagination and their desire to create and innovate.
ARCHETYPE #2
THE JESTER
OPTIMISTIC
FUN LOVING
PLAYFUL
OPTIMISTIC FUN LOVING PLAYFUL
BRAND VOICE
THE JESTOR PERSONALITY.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them.
They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
The Jester
Branding Strategy
Like Magicians, Jesters are rarely a buyer persona but can be a perfect archetype for brands in the business of entertaining or wanting to associate themselves with good times.
Regardless of archetype and personality, everyone likes to laugh and provided the context and the timing is right, the Jester personality can be a memorable and loving point of differentiation.
As the Jester Archetype your brand should highlight the light-hearted and positive side of life with a playful and entertaining spirit. Brands that are able to connect with their audience through happiness and laughter can become much-loved brands.