Your brand is who you are as a business and how you connect with your audience.
Working out which of the twelve archetypes you identify with will build a clear picture for you and your customers about how you present your brand and what makes it different. It strengthens your brand story and helps you stand out, while leaving your audience with a lasting impression.
As much as we love a shiny logo and a kick-ass colour scheme, good looks will only get you so far. A recognisable personality will work much harder for you.
Think about it -
Why do certain brands appeal to you? Do they make you laugh? Make you feel good about yourself? Motivate you?
Chances are, they’re probably smashing their brand voice and delivering consistently because they know who they are and how they want to be perceived. Before you know it, you’ve caught the feels.
So let’s take a look.
THE OUTLAW
Disruptive, rebellious, a desire for revolution
Copy is bold and dares to challenge
Could be overheard saying: “Rules are made to be broken”
Brand examples: Harley-Davidson, Virgin
Pop culture icon: Greta Thunberg
THE LOVER
Passionate, empathetic, indulgent
Copy is sensual and persuasive
Could be overheard saying: “Take a moment for yourself - you know you want to”
Brand examples: Chanel, Häagen-Dazs
Pop culture icon: Marilyn Monroe
THE EXPLORER
Ambitious, fearless, daring
Copy is aspirational and values freedom
Could be overheard saying: “Life begins at the end of your comfort zone”
Brand examples: Patagonia, Jeep
Pop culture icon: Bear Grylls
THE RULER
Refined, articulate, commanding
Copy is powerful and shows expertise
Could be overheard saying: “Power is everything”
Brand examples: Rolex, Mercedes
Pop culture icon: The Godfather
THE MAGICIAN
Informed, transformational, creating the impossible
Copy is imaginative and mystical
Could be overheard saying: “I can make your dreams come true”
Brand examples: Disney, Dyson
Pop culture icon: Gandalf
THE JESTER
Fun, irreverent, in the moment
Copy is playful and light-hearted
Could be overheard saying: “Here for a good time, not for a long time”
Brand examples: Skittles, Old Spice
Pop culture icon: Ace Ventura
THE CAREGIVER
Reassuring, caring, warm
Copy is compassionate and supportive
Could be overheard saying: “Putting others before ourselves”
Brand example: Fairy, Toms
Pop culture icon: Miss Honey (Matilda)
THE SAGE
Intelligent, understanding, seeking information
Copy is guiding and knowledgeable
Could be overheard saying: “The truth will set you free”
Brand examples: Audi, Google
Pop culture icon: Yoda
THE HERO
Brave, empowered, accomplished
Copy is candid and inspirational
Could be overheard saying: “Where there’s a will, there’s a way”
Brand examples: Nike, FedEx
Pop culture icon: Michael Jordan
THE EVERYMAN
Approachable, authentic, accessible
Copy is relatable and casual
Could be overheard saying: “We’re just like you”
Brand examples: Lynx, IKEA
Pop culture icon: Matt Damon
THE CREATOR
Inspirational, innovative, original
Copy is provocative and expressive
Could be overheard saying: “If it can be thought, it can be created”
Brand examples: Lego, Apple
Pop culture icon: Doc Brown (Back to the Future)
THE INNOCENT
Honest, simple, ethical
Copy is wholesome and optimistic
Could be overheard saying: “Pure happiness? It’s simple”
Brand examples: innocent, Dove
Pop culture icon: Forrest Gump
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