Brand Archetypes PDF

Defining your company’s archetype
We speak human.
FORTY
An introduction to archetypes
Brands are a lot like people, so we can use some of How to complete the archetype exercise:
the same techniques we use for defining ourselves 1. Think about the “roots” or foundations of your brand. Why did you get into this
business instead of another one? What are the values that drive your company?
to define our companies. Throughout history, many What is your brand’s personality or style like? What makes you different?
of the same characters appear in literature, religion, 2. With those roots in mind, flip through the archetypes one by one, and eliminate
any that don’t seem to match your company. For example, if your brand is warm
folklore, mythology, etc. Over time, companies began
and welcoming, the Villain archetype probably isn’t a good fit, so you would
to take on the qualities of these characters, which eliminate that one. Note: Pay the most attention to the “Goal or Method” of each
archetype.
makes it easier for customers to quickly discern what
3. Now, go through the list a second time, and pick out the archetypes that feel
they’re all about.
the most similar to your brand and the experience you want to provide for your
For example, Nike takes on the Achiever archetype to communicate that their goal is customers. Remember to think about the company’s personality, not your own.
to help customers achieve amazing physical acts and become better athletes. On the
4. Repeat this exercise until you have narrowed the cards down to the top one or
other hand, Victoria’s Secret takes on the Sensualist archetype to make their customers
two archetypes that best match your brand. Sometimes, you’ll find that you
feel pure enjoyment through physical experiences. Both of these companies have
pick two archetypes that seem very different, but when used together, they
used archetypes to define their brand, help customers understand them, and build
complement each other and perfectly describe your company’s character.
experiences that connect with them.
Forty uses archetypes in a similar way. Instead of just creating a brand out of thin air,
we use archetypes to develop visuals, messaging , and experiences that evoke certain
feelings for the customer.
Helpful hint
You can use the following exercise to determine your company’s archetype. Try cutting the different archetypes out on the
dashed lines. It makes it easy to see one at a time,
eliminate the ones that don’t fit, and select.
Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

FORTY
tellectual Archetype
Sensualist descriptions
Maverick Everyman
Servant Traditionalist
Innocent Entertainer
Nurturer Villain Intellectual Sensualist Servant Traditionalist Nurturer
EXPLORER DEFENDER
Seeker, Wanderer Knight, Superhero, Warrior
Ruler Connector
Explorer Defender
Artist Philosopher
Thrill-Seeker Dreamer
Achiever Motivator Ruler Explorer Defender Thrill-Seeker Achiever
Goal or Method: Brands: People: Goal or Method: Brands: People:

To learn what’s North Face, Christopher To protect others U.S. Army, Batman, George
constant in life by Pier One, Jeep, Columbus, Jacques from harm through Greenpeace, S. Patton, John
always changing Greyhound, Cousteau, Steve bravery and Marlboro, Dial, Wayne
your environment. Subaru, Starbucks Irwin service. Band Aid
veryman
THRILL-SEEKER ACHIEVER
Gambler, Swashbuckler, Adventurer Athlete, Hot Shot, Strongman
Defender
Artist Philosopher

To achieve great X Games, Mountain Richard Branson, To prove yourself Nike, Ford, Home Lance Armstrong,
rewards through Dew, Chrysler Ben Saunders, through amazing Depot, Adidas, Michael Jordan,
great risks. Crossfire, Carnival Errol Flynn physical acts. Under Armor Tiger Woods
Cruise Ships,
New Zealand,
Camelback

PATXI’S PIZZA
Archetype descriptions
TRADITIONALIST NURTURER
Conservative, Old School, Miser Mom, Mother Earth, Healer
veryman

To restore the Old Spice, Wendy’s, Norman Rockwell, To help others feel Campbell’s, June Cleaver,
world through Procter & Gamble, Ronald Reagan loved by providing Pampers, Volvo, Paula Deen
a return to old- Wells Fargo, for their needs and Johnson &
fashioned values. Folger’s, GAP wants. Johnson, Loreal,
Allstate
Defender
Artist Philosopher
Maverick Everyman Innocent Entertainer Villain Intellectual Maverick

Sensualist Everyman
Nurturer Villain Intellectual Sensualist
CONNECTOR ARTIST
Networker, Politician, Talker Creative, Creator, Craftsman
Connector Artist Philosopher Dreamer Motivator Ruler Connector
Explorer Defender
Artist Philosopher
Achiever Motivator Ruler Explorer D

To make things AT&T, Verizon, Oprah, Donald To create hp, Adobe, Lego, Beethoven,
happen by knowing Facebook, Linkedin Trump something of Home Depot, Salvador
the right people. enduring beauty Michael’s, Black Dali, William
and value. and Decker, HGTV Shakespeare, Bob
Villa

FORTY
Everyman Archetype
Innocent descriptions
Entertainer Villain Intellectual Maverick
Sensualist Everyman
Nurturer Villain Intellectual Sensualist Servant Traditionalist
PHILOSOPHER DREAMER
Sage, Prophet, Guru Magician, Sorcerer, Wizard
Artist Philosopher Dreamer Motivator Ruler Connector
Explorer Defender
Artist Philosopher
Achiever Motivator Ruler Explorer Defender Thrill-Seeker

To help people Scientology, Calvin Plato, Deepak To help Disney, Axe, Tim Burton, Carlos
understand Klein, Nikon Chopra, Paulo people achieve Rock Band Castaneda, Steven
the world by Coelho supernatural Spielberg, Harry
seeing things experiences by Potter
from a different promoting faith
perspective. and wonder
(transformation).
ntertainer Villain Intellectual Maverick
Sensualist Everyman
MOTIVATOR RULER
Mentor, Preacher, Promoter King, Leader, Father
Dreamer Motivator Ruler Connector
Explorer Defender
Artist Philosopher

To achieve amazing Truth, (RED), Tony Robbins, To lead people Microsoft, Rolex, Steve Jobs,
goals by getting Electronic Frontier Barack Obama, to a common Gillette, The New Franklin Roosevelt,
people excited Foundation, Richard Simmons destination through York Times, Jack Moses
about a cause. MoveOn.org confidence, Daniel’s
determination, and
influence.

PATXI’S PIZZA
MAVERICK EVERYMAN
Rebel, Outlaw, Rogue Good Old Boy, Girl Next Door, Average Joe
Maverick Everyman Innocent Entertainer Villain Intellectual Maverick
Sensualist Everyman
Nurturer Villain Intellectual Sensualist

To achieve Harley Davidson, Henry David To bond with Miller High Life, Jack Black, Homer
freedom from the Virgin, MTV, Thoreau, Sid others by being Sonic, Walmart, Simpson, Tom
establishment Rimmel, Steve Vicious, George humble, hard- Lowe’s, Walgreens, Hanks, Princess
through defiance, Madden, Urban Washington working, and Southwest, Visa, Diana
disobedience, and Outfitters, Orbit friendly. Covergirl, Hollister
nonconformity.
Connector Artist Philosopher Dreamer Motivator Ruler Connector
Explorer Defender
Artist Philosopher
Achiever Motivator Ruler Explorer D
INNOCENT ENTERTAINER
Saint, Goody-Two-Shoes, Angel Clown, Jester, Performer
Everyman Innocent Entertainer Villain Intellectual Maverick
Sensualist Everyman
Nurturer Villain Intellectual Sensualist Servant Traditionalist

To achieve a IKEA, Google, Mr. Rogers, Gandhi, To make friends Budweiser, Fanta, Robin Williams,
simple, pure life by Apple, Dove, Lysol, Boy Scouts, Oprah (and avoid making Jack in the Box, Bob Hope, Jeff
always doing the Master Card, Aveda enemies) through Hulu, Woot.com, Foxworthy
right thing. humor and fun. Taco Bell, Doritos
Artist Philosopher Dreamer Motivator Ruler Connector

Explorer Defender
Artist Philosopher

FORTY
VILLAIN INTELLECTUAL
Bad Guy, Monster, Vampire Sage, Genius, Expert
ntertainer Villain Intellectual Maverick
Sensualist Everyman

To satisfy internal Megadeth, Hot Marilyn Manson, To find the truth Ask.com, CNN, Stephen Hawking,
drives or passions Topic, LA Ink Darth Vader, Dr. through research, Gallup, MIT, Marie Curie, Ken
through whatever Horrible objectivity, and Harvard, CIA, Jennings
means necessary. diligence. Bloomberg
Dreamer Motivator Ruler Connector

Explorer Defender
Artist Philosopher
SENSUALIST SERVANT
Hedonist, Pleasure Seeker Martyr, Helper, Monk
tellectual Maverick
Sensualist Everyman

To pursue perfect Victoria’s Secret, Madonna, Jane To lose yourself Red Cross, Mother Theresa,
enjoyment BMW, Godiva, Austen, Dracula through service to Amnesty Pat Tillman
through physical Versace, Food others. International,
experiences. Network, Peace Corps,
Humane Society,
Ruler Connector
Explorer Defender
Artist Philosopher
Police Department
Achiever

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Defining your company’s archetype

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

Goal or Method: Brands: People: Goal or Method: Brands: People:

Goal or Method: Brands: People: Goal or Method: Brands: People:

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

Goal or Method: Brands: People: Goal or Method: Brands: People:

Maverick Everyman Innocent Entertainer Villain Intellectual Maverick

Goal or Method: Brands: People: Goal or Method: Brands: People:

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

Goal or Method: Brands: People: Goal or Method: Brands: People:

Goal or Method: Brands: People: Goal or Method: Brands: People:

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

Goal or Method: Brands: People: Goal or Method: Brands: People:

Goal or Method: Brands: People: Goal or Method: Brands: People:

Artist Philosopher Dreamer Motivator Ruler Connector

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

Goal or Method: Brands: People: Goal or Method: Brands: People:

Dreamer Motivator Ruler Connector

Goal or Method: Brands: People: Goal or Method: Brands: People:

Forty 260 S. Arizona Ave., Chandler, AZ 85225 | 480-788-2940 | hello@fortyagency.com

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