What's your company's brand archetype

24 Pages·2017·5.1 MB·English

What’s your company’s
brand archetype
Archetypes
Brands have personalities,
just like people.
Some we instinctively like, others less so. The secret to
building a strong brand is to match your brand personality
with that of the people you want to engage with.
‘Archetypes’ is a phrase used to describe collectively
understood values that make up personalities. We use
them as a workshop tool to help brands be single-minded,
understand their audiences and craft their brand personalities.
Archetypes
We’ve pulled together 20 bespoke archetypes
to help you define your brand personality.
Traditionalist Philosopher Connector
Sensualist Innocent Thrillseeker
Maverick Athlete Servant
Motivator Everyman Wanderer
Entertainer Nurturer Villain
Dreamer Artist Defender
Ruler Intellectual
Traditionalist
0.1
/
Restoring the world through a set of old-fashioned values.
An archetype steeped in the golden decades of yesteryear, the Traditionalist’s goal is to restore
the world through a set of old-fashioned values. This archetype stands for doing things properly
and often resists the change that the future brings. The Traditionalist brand isn’t interested in
evolving technology or new-fangled ways of doing things; instead, they represent a diligent
preservation of authenticity, craft and tradition. At their best Traditionalist brands are quaint,
authentic and iconic. At their worst they are conservative, stuffy and anachronistic.
Sensualist
0.2
/
A lust that relentlessly seeks enjoyment through physical experiences.
Desire runs deep within all of us; a lust that relentlessly seeks enjoyment through physical
experiences. This is the goal of the Sensualist: to seek out physical and hedonistic pleasure
through all of the senses. Their aim is to lustfully endorse the feeling that a product evokes,
rather than ‘sell’ the product itself. At their best Sensualist brands are passionate, magnetic
and committed. At their worst they are selfish, cheap and shallow.
Maverick
0.3
/
Seeking out revolution or revenge, their greatest fear is powerlessness.
A potent and challenging archetype, the Maverick embraces and embodies the characteristics of a defiant teenager.
Actively positioning themselves as a mainstream alternative, Maverick brands deliberately reject the status quo and
make a conscious effort to rebel and stand out. Their greatest fear would be to become too popular. At their best
they are free-spirited, brave and innovative. At their worst they are destructive, nihilistic and out of control.
Motivator
0.4
/
A strong campaigner, the Motivator unites people in pursuit of a single-minded passion or cause.
An archetype with a cause at its heart, Motivator brands are rooted in making the world a better place.
Their reason for being is to unite in pursuit of a common purpose; connecting people through shared
beliefs in order to make change happen. At their best Motivators are inspirational, influential and pioneering.
At their worst they are ignorant, uncompromising and irrational.
Entertainer
0.5
/
Commands the attention of the room, connecting with people through humour.
We all know one, a high-energy Entertainer who effortlessly commands the attention of the room.
Rather than spectate, they live their lives purely to play, rejecting anything heavy in favour of light-
hearted fun – even when things can start to get serious. As brands, they are brave and not afraid
to push boundaries. At their best Entertainers are carefree, energetic and charming. At their worst
they are mocking, irresponsible and frivolous.
Dreamer
0.6
/
Their view of the world is limitless, perceived through a lens of fantasy and surrealism.
The Dreamer lives in a world of pure imagination. As an archetype, its goal is to encourage
people to follow their hearts not heads. Dreamer brands fear the humdrum of daily life,
opposing the routine and rational decisions that come with it. At their best they are
captivating and charismatic. At their worst they are ungrounded and detached from reality.
Ruler
0.7
/
Obsessed with status, they are ruthlessly driven to stay at the top of their game.
More than any other, the Ruler is driven by power, control and leadership. And that’s exactly what they
are selling. Obsessed with status, they are ruthlessly driven to stay at the top of their game by relentlessly
leading the way and are determined to stay at the top at any cost. They speak with authority and
conviction, and are always immaculately presented, in control and confident. Ruler brands fear mediocrity,
or innovative challenger brands that threaten the position they uphold. At their best Ruler brands are bold,
confident and aspirational. At their worst they are obnoxious, ruthless and insecure.