BRAND

ARCHETYPES

DEBO BHATTACHERJEE
is a strategy consultant with 16
years of experience in the
advertising industry, working for
agencies in India and South East
Asia.
CREATED BY
JULIAN COLE
is a strategy consultant who
works with brands and agencies
to create world class integrated
campaigns.
DAVIS BALLARD
is a LA-based senior strategist
and designer who moonlights as
a music man at Parang
Recordings
 OVERVIEW
OVERVIEW
Brand Archetypes are a controversial topic.

Some strategist find them useful,

others think they’re about as useful as star signs.

Enough brands use them to understand they can play a role in helping.

Enjoy,
Debo, Julian and Davis

Subscribe to the Planning Dirty newsletter and join the 25,000+ readers who get monthly
strategy tools, tips and resources.
 CHAPTER: 1

INTRODUCTION
ORIGIN
• Originates in Plato’s concept of ideals and patterns.

• Mid-1900’s Carl Jung took Plato’s thinking a step further and developed “psychological
archetypes”.
• Jung further elaborated - “archetypes are forms or images of a collective nature which
occur practically all over the earth”.
 Characteristic patterns that pre-exist in the collective psyche of the
human race that repeat themselves eternally in the psyche of individual
human beings and determine the basic ways that we perceive and
function as psychological beings.

Carl Jung
DEFINITION
• Patterns of expectations that allow us to relate to ourselves, to others, and to confront
the struggles and dilemmas of our daily existence.
• They serve us as people, as entities or as organisations to make sense of our desires
and aspirations.
• Each archetype inspires and serves a human calling, sets rule by which to play and
shapes how we engage in the game of life.
 CHAPTER: 2

ARCHETYPES & BRANDS

ARCHETYPES AS A LIGHTHOUSE
• Brand's meaning constitutes its most irreplaceable asset. Symbolic ability to convey
meaning.
• To be relevant and convincing, brand's identity must form a pattern of expectation.

• Archetypes act as a lighthouse for the people’s motivations, providing effective

representation.
 Common mistake:

Brands think the story is about them.

The consumer is the main character,

the brand is a supporting role.
 Common mistake:

Confusing a brand’s archetype to its personality.

ARCHETYPE & PERSONALITY
Implication to Overall Brand Strategy

ARCHETYPE PERSONALITY

A standpoint that allows for the people to External behavioral traits: characteristics,
relate to the brand. attitudes, & styles.

It is sustained over time. It can change over time.

 Common mistake:

One archetype, one action

The archetype is dynamic and can change.

SAME ARCHETYPE, DIFFERENT PERSONALITY
SAME ARCHETYPE OVER TIME
 CHAPTER: 3

THE CONSTRUCT
THINKING
Forces and underlying desires
The history of humanity seems to have been shaped by 2 major forces:
1. How we relate to the world on a personal level
2. How we relate and feel about others on an interpersonal level.

1. How we relate to the world on a personal level:

On a personal level, fear makes us want to hold onto life in a controlled manner, and fascination makes us want
to move beyond ourselves, reaching out to the world in a more spontaneous manner.
We want to treasure and transcend life. And, these lead us to introversion and extroversion.

2. How we relate and feel about others on an interpersonal level:

On an interpersonal level we balance our desire to affirm ourselves over others, with our desire to belong and be
accepted by the group. We want to deeply belong and deeply affirm ourselves in our interpersonal relationships.
 A COMPASS OF MEANING
EXTROVERSIO
N

ME WE

INTROVERSIO
N
 EXTROVERSIO
N
Magician

Hero Outlaw

Explorer Regular Guy

M Sage Jester
W
E E

Innocent Lover

Creator Caregiver

Ruler

INTROVERSION
LOOKING FOR PARADISE
Innocent. Sage. Explorer.

The purpose of these three archetypes is to help people find happiness. They represent a
personal quest towards self-fulfilment. They emphasize the power of being oneself and
behaving in an autonomous way.
 EXTROVERSIO
N

M
E

Innocent

INTROVERSION
“I’m free to be myself”
 INNOCENT BRANDS
THEIR ROLE WITH THE CONSUMER
People feel attracted by the certainties, the
positive and hopeful ideas.
They cling to values such as goodness, the
common good, family and good intentions.
They also cling to the idea that life is simple by
means of these brands.
AN ARCHETYPE FOR BRANDS THAT
Provide simple answers to specific problems.
Are associated with goodness, morality,
simplicity, nostalgia or childhood.
Have functions associated with cleaning or
health.
Are manufactured by companies with good
values.
INNOCENT BRANDS
 EXTROVERSIO
N

M Sage
E

INTROVERSION
“The truth will set us free”
 SAGE BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People are interested in learning. Provide people with expertise or information.

They like to feel that they are smart and have the Encourage people to think and choose wisely.
freedom and knowledge to make their own
choices. Are based on scientific innovation or new
knowledge.
SAGE BRANDS
 EXTROVERSIO
N

Explorer

M
E

INTROVERSION
“Don’t fence me in”
 EXPLORER BRANDS
THEIR ROLE WITH THE CONSUMER
People look for products that are authentic like
themselves.
They want to experience the feeling of “getting
away from the routine”, “being greater than their
own lives”, to express who they are, to be part of
an adventure.
AN ARCHETYPE FOR BRANDS THAT
Are pioneers.
Have products that help people feel free, to
express themselves and to not settle.
Differ from other brands that stick with
guaranteed success.
They have an exploring culture, they are
constantly innovating.
EXPLORER BRANDS
 EXTROVERSIO
N
Magician

Hero Outlaw

M W
E E

INTROVERSION
LEAVING MY MARK ON THE WORLD
Hero. Magician. Outlaw.

These 3 archetypes symbolize energy to generate changes or transformations. Adrenaline

and anxiety motivate them and make up part of their being. They seek to leave a mark on
society. They are archetypes that inspire and move people to take on challenges, take
risks, break the rules and transform their lives.
 EXTROVERSIO
N

Hero

M W
E E

INTROVERSION
“Where there’s a will, there’s a way”
 HERO BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People seek to feel successful or to develop Help people go beyond their limits.
strengths to face a challenge, limits or situations
of injustice. Focus their strategy on performing further.

Have a clear competitor whom they want to

defeat.
HERO BRANDS
 EXTROVERSIO
N
Magician

M W
E E

INTROVERSION
“Anything can happen”
 MAGICIAN BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People have dreams that other people see as Have a ritual associated with their consumption.
impossible and try to make them come true.
Have a psychological or spiritual element in their
They drive the change and influence others. products or services.

Help to generate a habit or an awareness of

change.

Have innovative and up-to-date products.

Are technologically-friendly.
MAGICIAN BRANDS
 EXTROVERSIO
N

Outlaw

M W
E E

INTROVERSION
“Rules are meant to be broken”
 OUTLAW BRANDS
THEIR ROLE WITH THE CONSUMER
People feel free to challenge standards and
current trends.
They feel identified with rebelliousness and they
need to do catharsis to free their own
disobedience.
AN ARCHETYPE FOR BRANDS THAT
Are aimed at people that need to rebel against
what is socially acceptable.
Are based on the idea of change or that produce
genuinely revolutionary goods.
Pioneer new values, behaviors or truths. They
take risks.
Promote products considered “bad” or
“unhealthy.”
OUTLAW BRANDS
 EXTROVERSIO
N

Regular Guy

M Jester
W
E E

Lover

INTROVERSION
NO MAN IS AN ISLAND
Regular Guy. Jester. Lover.
These three archetypes are aimed at helping people belong to a community. They
represent the need to interact, be in contact and draw the attention of others and, above
all, be loved. These archetypes are the counterpart of the increasing individualism of
modern societies.
 EXTROVERSIO
N

Regular Guy

M W
E E

INTROVERSION
“We’re all the same”
 REGULAR GUY BRANDS
THEIR ROLE WITH THE CONSUMER
People want to be accepted and valued just as
they are, without having changes imposed upon
them.
They make their own decisions based on
common sense.
AN ARCHETYPE FOR BRANDS THAT
Help people belong to a community. Are used in
daily life. Are affordable.
Attempt to differentiate in a positive way from
premium brands and relate to the majorities.
These brands restore codes to which it is easy for
the society to relate, and universal humanistic
values, especially those concerning equality.
This archetype is generally used in politics.
REGULAR GUY BRANDS
 EXTROVERSIO
N

M Jester
W
E E

INTROVERSION
“I just want to have fun”
 JESTER BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People want to live life one day at a time with Help to have a good time.
spontaneity and sense of humor.
They convey a message of joy and fun.

They differ from serious, established and

important brands.

They innovate in unexpected ways.

JESTER BRANDS
 EXTROVERSIO
N

M W
E E

Lover

INTROVERSION
“I only have eyes for you”
 LOVER BRANDS
THEIR ROLE WITH THE CONSUMER
People want to feel attractive, to give love, to
express intimate affection, or to experience
pleasure.
AN ARCHETYPE FOR BRANDS THAT
Highlight beauty, communication, and closeness
among people.
Transmit an idea of intimacy and elegance above
massiveness.
Are associated with sexuality and romance.
Help people find love and friendship, seduce,
and be attractive to others.
LOVER BRANDS
 EXTROVERSIO
N

M W
E E

Creator Caregiver

Ruler

INTROVERSION
MAKING THE WORLD FEEL SAFER
Caregiver. Ruler. Creator.

These 3 archetypes provide stability and create structures which beautify and organize
the world. They create order so that others feel safe by means of affection, control, and
expression. They function as a symbolic counterweight in societies which are becoming
increasingly uncertain and changing, thus helping find stability in an ever-changing
reality.
 EXTROVERSIO
N

M W
E E

Caregiver

INTROVERSION
“Love everyone as you love yourself”
 CAREGIVER BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People try to express their care and affection Are in healthcare, education, and other care-
towards those they love. related services.

They aspire to reach a balance between taking Have products that are associated with nutrition.
care of others and finding someone to take care
of them too. Help people take care of each other.

Are connected with non-profit or aid

associations.
CAREGIVER BRANDS
 EXTROVERSIO
N

M W
E E

Ruler

INTROVERSION
“Power is everything”
 RULER BRANDS
THEIR ROLE WITH THE CONSUMER
People seek to feel in control.
They value tangible goods, status and prestige.
They seek to exercise power or a leadership role
and keep it as long as possible
AN ARCHETYPE FOR BRANDS THAT
May have high-status products and use powerful
people in their communication campaigns.
Have products which help people get organized.
Offer product prices ranging from medium to
high.
Offer products that promise security and
predictability in a chaotic world.
RULER BRANDS
 EXTROVERSIO
N

M W
E E

Creator

INTROVERSION
“Everything you can imagine is possible”
 CREATOR BRANDS
THEIR ROLE WITH THE CONSUMER AN ARCHETYPE FOR BRANDS THAT

People's consumption and brand choices reflect Have products that promote self-expression or
their need for self-expression. have a do it yourself profile.

Offer multiple varieties, and the possibility to

choose and customize products.
CREATOR BRANDS
MORE READING
END