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Have you ever noticed how some brands seem to speak to you directly, like an old friend who knows your tastes like the back of his hand? It is not by chance. These brands use archetypes, universal personalities that resonate deeply with us. Today, let's dive into the fascinating world of the 12 brand archetypes together and discover how they can give your business a unique voice.
The 12 brand archetypes and what they mean
The 12 brand archetypes each have specific characteristics and values that resonate with consumers. Each archetype influences consumer perception and reinforces the branding strategy by creating an emotional and engaging story around the brand.
1. The Wise Man
The Wise Man is always in search of truth and knowledge. He is intelligent, analytical, and often seen as the authority figure in his field. Brands that embody Sage offer reliable information, expert advice and in-depth expertise. They focus on teaching and education.
Example: Google perfectly embodies the Sage with its mission to make global information accessible to all. Their search algorithm and numerous online educational services demonstrate their commitment to providing accurate and accessible knowledge.
2. L'Innocent
The Innocent aspires to simplicity, purity and happiness. He is optimistic, sincere and advocates a life without complications. Brands under this archetype evoke feelings of safety, well-being, and nostalgia.
Example: Coca-Cola, with its advertising campaigns focused on happiness and conviviality, creates an image of simplicity and purity. Their famous ad “Open Happiness” perfectly illustrates the optimism and joy of life of the Innocent.
3. The Explorer
The Explorer is adventurous, independent and eager to discover new horizons. It values freedom and authenticity. Explorer brands encourage their consumers to think outside the box and explore the world.
Example: The North Face inspires exploration and adventure. They encourage people to go out and discover the world through products designed for the most extreme conditions, perfectly embodying the spirit of the Explorer.
4. The Leader
The manager is the leader, the controller. It seeks to create order and a stable structure. He strives for prosperity and success. Souverain brands exude an impression of quality, prestige and superiority.
Example: Rolex, with its image of luxury and prestige, perfectly embodies the CEO. Each watch is synonymous with status and mastery of time, reinforcing their leading position in the watch industry.
5. The Creator
The Creator is imaginative, innovative and aspires to create something new and authentic. It values individual expression and originality. Designer brands inspire creativity and innovation in their customers.
Example: Lego encourages creativity in children and adults, allowing them to build their own worlds. They are the perfect example of a brand that celebrates innovation and personal expression.
6. The Keeper
The Keeper is protective, reliable, and stable. It ensures the safety and well-being of those it protects. Gardien brands are often associated with safety, reliability, and trust.
Example: Volvo, with its focus on safety and reliability, is the Keeper of the Roads. They constantly highlight their commitment to protecting drivers and their passengers.
7. The Magician
The Magician is visionary and charismatic. He is transforming the world around him and aspires to create wonderful and unforgettable experiences. Magicien brands create products and experiences that feel magical and groundbreaking.
Example: Cirque du Soleil turns each show into a magical experience, captivating viewers with their limitless creativity. Their ability to amaze and transport people to fantasy worlds is a perfect example of the Magician archetype.
8. The Rebel
The Rebel is nonconformist and daring. It seeks to overturn the established order and defy conventions. Rebelle brands are often provocative and encourage revolution and change.
Example: Harley-Davidson, with its free and rebellious spirit, embodies rebellion and adventure on the road. They appeal to those who seek to defy norms and live by their own rules. Or again, La Cage, with its dynamic and slightly raw atmosphere, attracts those looking to free themselves from classic restaurant conventions. Their bold approach and provocative branding perfectly reflect the Rebelle spirit.
9. The Hero
The Hero is courageous and determined. It overcomes challenges to prove its worth and improve the world. Hero brands inspire customers to reach their full potential and achieve great things.
Example: Nike motivates its consumers to “Just Do It,” encouraging everyone to push their limits and become ordinary heroes. Their branding embodies courage and determination.
10. The Lovers
The Lover is passionate and devoted. It values beauty, deep relationships, and intimacy. Amoureux brands evoke strong emotions and focus on aesthetics and desire.
Example: Chanel symbolizes elegance, beauty and passion. They capture the essence of the Lover with luxurious products and sensual and emotional advertising campaigns.
11. The Joker
The prankster is playful, funny, and doesn't take anything too seriously. It brings joy and humor to life. Farceur brands often use humor and fun to connect with their customers.
Example: M&M's M&M's ads are humorous and light-hearted, perfect for the joker. They make their consumers smile and laugh, creating a fun and memorable connection.
12. Le Chaleureux (Mr/Mrs everyone)
The warm-hearted is friendly, down-to-earth and seeks to belong. It is accessible and simple. Warm brands aim to be inclusive and create a sense of community and belonging.
Example: Jean Coutu positions himself as everyone's friend, with pharmacies that are accessible and user-friendly for all Quebecers. Their advertising and customer service highlight proximity and accessibility, creating a strong bond with their customers.
To conclude
Knowing and using brand archetypes can transform your branding strategy, making your brand more recognizable and connected to your customers. So what archetype speaks to you the most? Do not hesitate to dive into this universe and choose the one that will give life to your business!
