The other archetypes

As well as the 2 archetypes that I chose there are 10 other archetypes that we could have looked at. These 12 archetypes are the main ones that are used in branding.

Rebel/Outlaw

I feel that this is fit for someone that will go against rules. They will break the rules and do it their own way instead of the conventional way.

Can be good for brands that:

  • has customers or employees who feel disenfranchised from society
  • helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
  • is low to moderately priced
  • breaks with industry conventions

The Regular Guy

I feel that this is fit for someone who is simply like everyone else. They easily connect to those around them.

Can be good for brands that:

  • that give people a sense of belonging
  • with an everyday functionality
  • with low to moderate prices
  • produced by a solid company with a down-home organizational culture
  • that need to be differentiated in a positive way from more elitist or higher-priced brands

The Sage

I feel this is fit for someone who would want to know their world a lot more. Someone who would like to gain knowledge of their surrounding therefore making them a better person.

Can be good for brands that:

  • that provide expertise or information to customers
  • that encourage customers to think
  • that are based on new scientific findings or esoteric knowledge
  • that are supported by research-based facts
  • want to differentiate themselves from others whose quality or performance is suspect

The Hero

I feel this is fit for someone who acts out courageously. Their actions are grand and also would stand for what they believe.

Can be good for brands that:

  • that are inventions or innovations that will have a major impact on the world
  • that help people be all they can be
  • that solve a major social problem or encourage others to do so
  • that have a clear opponent you want to beat
  • that that are underdogs or challenger brands
  • that are strong and help people do tough jobs exceptionally well
  • that need to be differentiated from competitors that have problems following through or keeping their promises
  • whose customers see themselves as good, upstanding citizens

The Jester

Someone who is a bit of a joker, out going and try to get along with everyone. Good sense of humour.

Can be good for brands that:

  • that give people a sense of belonging
  • that help people have a good time
  • that are low or moderately priced
  • that are produced by a fun-loving company
  • that need to be differentiated from self-important, overconfident established brands

The Lover

Someone who is passionate about a certain thing or people around them.

Can be good for brands that:

  • it helps people belong, find friends or partners
  • it’s function is to help people have a good time
  • it is low to moderately priced
  • it is produced by a freewheeling, fun-loving organisational structure
  • it needs to differentiate itself from self-important, overconfident brands

The Innocent

Someone who may be seen as very quite, maybe a bit childish also.

 Can be good for brands that:

  • offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood
  • are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations.

The Creator

Someone who is artistic and shows a very creative side to them.

Can be good for brands that:

  • it promotes self-expression, gives customers choices and options, helps foster innovation or is artistic in design
  • it is in a creative field like marketing, public relations, the arts, or technological innovation
  • you want to differentiate it from a “do-it-all” brand that leaves little room for the imagination
  • your product has a do-it-yourself aspect that saves money
  • your customer has the time to be creative
  • your organization has a creative culture

The Ruler

Someone who may be high up, possibly who may be in the business. Probably someone who would have a bossy type of attitude and would like to take control of things

Can be good for brands that:

  • it is a high-status product used by powerful people to enhance their power
  • it makes people more organized
  • it offers a lifetime guarantee
  • it empowers people to maintain or enhances their grip on power
  • it has a regulatory or protective function
  • is moderately to high priced
  • you want to differentiate it from more populist brands or one that is a clear leader in the field
  • it is a market leader that offers a sense of security and stability in a chaotic world

The Explorer

Someone who likes to explore new things. Wants to be different from those around them.

Can be good for brands that:

  • helps people feel free, nonconformist or pioneering
  • is rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalog or on the Internet
  • helps people express their individuality
  • can be purchased for consumption on the go
  • want to differentiate themselves from a successful regular guy/gal brand or conformist brand
  • have an explorer culture that creates new and exciting products or experiences

The Caretaker

Someone who cares for everyone around them. I feel that this can also be closely linked to someone who is loving.

Can be good for brands that:

  • it gives customers a competitive advantage
  • it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • it serves the public sector, e.g. health care, education, aid programs and other care
  • giving fields
  • helps people stay connected with and care about others
  • helps people care for themselves
  • is a non-profit or charitable cause

The Magician

Someone who promises change.

Can be good for brands that:

  • its implicit promise is to transform customers
  • it has a new-age quality
  • it is consciousness-expanding
  • it is user-friendly
  • has spiritual connotations
  • it is a very new, contemporary product
  • it is medium- to high-priced

Reference – http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html

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