There are 12 brand archetypes that were developed by a psychologist.

And what’s really cool about this is that once you identify the characteristics that you want then it can become part of your tone. It can become part of your brand feel.

  • The creator
  • The Sage
  • The caregiver
  • The innocent
  • The jester
  • The magician  
  • The ruler
  • The hero
  • The regular guy
  • The rebel
  • The Explorer

Number one is the creator.  Which is all about innovation and creativity. Non-conformists are usually the first ones to introduce a new technology or create a unique combination of features. They appeal more to creative & artistic audiences who value self-expression, experimenting with new products and standing out from the crowd.

The creator is all about authenticity, creative freedom and should reflect in everything from messaging to the products that they create.

The next one is the Sage and this is about knowledge, truth, and wisdom. So, they strive to seek valuable information and to share it with others. It’s about empowering people to change the world rather than bring about a change on their own.  I would say that a lot of the audience that I work with are Sage.  They don’t want to trust their voice with anyone else. They want to be in control of their marketing.  They’re not just interested in selling products. They want to make a difference. So, up-to-date and insightful content and they’re also mindful of people.

The next one is the caregiver. Empathetic, compassionate and nurturing. This makes it an excellent personality for healthcare brands or nonprofits. When the goal is to protect customers and make them feel secure. They play the role of a mother, the role of a healer or motherly figure. And they’ve got your best interests in heart. So, they are the kind who provide emotional and physical support through their products, services, messaging, or even their business model

Number four is the innocent. So, the innocent brand archetype is pure and unadulterated just like nature. They seem simplistic and authentic and have strong moral values. Innocent brands don’t want to harm anyone on anything and have an incredible positive applicant life.

Number five is the jester. The jester likes to laugh and have fun. These brands don’t take themselves too seriously and encourage the audience to laugh along with them. So, I definitely think that this is part of my brand imaging.  The goal of the jester is to help people let go of stressful thoughts.  To come out of their shell and party a little. And for me, that’s what being in business should be.  I really want people to enjoy their business and have some fun.

Number seven is the ruler. So, the ruler is powerful and dominating. These brands strive to be the very best.  They associate themselves with wealth and success and are portrayed as masculine and known for perfection and attention to detail.  I would not say that that’s me at all, it’s more sort of your luxury niche brands.

Number eight is the hero – a symbol of courage and a source of inspiration. They wear a superhero cape. They embrace any challenges that come their way, have big ambitions and inspire people to work harder. So commonly seen in sports and outdoor equipment thanks to their bold and confident personality.   So, things like Nike and FedEx and that’s why they choose people like Roger Federer and Rinaldo in the advertising campaigns.

Number nine, the regular guy.  As in every man, he simply just wants to belong. These brands just like standing out from the crowd and they send the message that it’s OK to be normal. I’m like other brand tops.

Then you’ve got the rebel.  The rebel is known to dislikes rules and conformity.  They value freedom and want to break through the status quo, even if it requires a font. So, brands like Harley Davidson and Diesel.

The Explorer. They liked to travel and discover new places. They’re looking for pathways to self-fulfilment. They like a sense of adventure. So, things like Red Bull and Jeep.

The lover, you guessed it, a true romance above anything else. Intimacy, passionate, emotional connection. They’ve focused on ascetic appeal, advocate all things beautiful and central. It’s all about stimulating desire in the audience to be intimate and passionate.

We have to think about our brand and what our brand is trying to do.

For me, mine is all about empowering people to be able to have fun in their business and empower people.  To be able to make an impact through their business. So, we’ve got to keep coming back to our brand and the mission of our brand. What is your purpose or the purpose behind your business and the difference that you try to make through your business that becomes your mission?

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