{"id":22125,"date":"2022-03-15T09:33:21","date_gmt":"2022-03-15T08:33:21","guid":{"rendered":"https:\/\/stepsuat.com\/?p=22125"},"modified":"2022-03-28T17:12:08","modified_gmt":"2022-03-28T15:12:08","slug":"the-magical-tool-of-the-12-brand-archetypes","status":"publish","type":"post","link":"https:\/\/stepsuat.com\/?p=22125","title":{"rendered":"The magical tool of the 12 Brand Archetypes!"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22125\" class=\"elementor elementor-22125\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-67c5e567 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"67c5e567\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1710beb\" data-id=\"1710beb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a730e82 elementor-widget elementor-widget-text-editor\" data-id=\"5a730e82\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Do you feel like your company sometimes lacks personality? Does it lack character? Do you not know what tone you should communicate to your customers with? Customers need your brand to make them feel a certain way, and there\u2019s one eye-opening way to do that! That tool is called the 12 Brand Archetypes.\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2><strong>What are Brand Archetypes?<\/strong><\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>This tool works like magic, and will make your company and brand come to life! They were first put in place by psychiatrist Carl Jung. He claims that they\u2019re personality archetypes that are innate to our subconscious mind. After reading this article, you will be able to find these personalities all around you, whether that\u2019s in your friends, family or colleagues.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>95% of our purchasing decisions are made subconsciously, according to Harvard Professor Gerald Zaltman. This is why it\u2019s extremely important to target this emotional connection.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>There are 12 archetypes in total, and each of them targets a specific human desire. Picking your brand archetype depends on your customers\u2019 desires.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u201cThere\u2019s no need to go over every archetype because they\u2019re innate to our subconscious minds, so you already know them!\u201d That\u2019s an example of something a brand with The Jester archetype would say! However, this article is for learning purposes.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2><strong>The 12 Brand Archetypes:<\/strong><\/h2>\n<div><strong>\u00a0<\/strong><\/div>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Magician<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Magicians target the desire of power. Magicians want their customers to feel like their dreams can come true. A perfect example of a Magician brand is Disney, especially with their slogan \u201cWhere dreams come true\u201d.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Hero<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Heroes on the other hand target the desire of mastery. They like to stand up for what\u2019s right. Additionally, they\u2019re there to protect and inspire, and also to promote self-belief. To appeal to heroes, you need to inspire them and make them feel like they will succeed. Nike does this well with their slogan \u201cJust do it.\u201d.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Lover<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Lovers are the romantic archetype. They target the desire of intimacy. Therefore, lovers desire to be desired. To appeal to them, use sensual language and tone. Alfa Romeo is the perfect example of a lover brand, with their slogan \u201cThe Mechanics of Emotion\u201d.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Jester<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Jesters are the class clowns, the jokers. They target the desire of enjoyment. They aim to help people see the lighter side of life. Consequently, your aim as a jester brand is to connect with your audience through happiness and joy. A good example of a Jester is M&amp;M\u2019s with their fun and goofy advertisements.\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Everyman<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>The Everyman brand archetype targets the belonging desire. Their primary goal is to belong. They\u2019re likeable, but can be easily forgotten. Your brand\u2019s main message will be saying that it\u2019s okay to be normal. IKEA is a perfect example of an Everyman. You don\u2019t always have them on your mind, but you remember them when you need them.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Caregiver<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Caregivers like to give. They target the desire of service. Their main aim is to protect and care for others, especially the ones in need. Ultimately, caregivers want their customers to feel safe and secure. UNICEF is a perfect example of this.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Ruler<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>The Ruler desires control above all else. They\u2019re confident, responsible and carry a sense of intimidation. Rulers want to feel superior, like they\u2019re part of a V.I.P club. Rulers need to make their customers feel like they\u2019re at the top of the success ladder. Mercedes-Benz really proves that they\u2019re rulers with their slogan \u201cThe best or nothing.\u201d.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Creator<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Creator brands target the innovation desire. Creators want to create and experience something new that wasn\u2019t previously there. Creator brands need to celebrate and encourage creativity in order to appeal to their customers. Apple is a great example of a Creator brand, and their slogan \u201cThink different.\u201d reinforces that.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Outlaw<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Outlaws are the revolutionary archetype. They want to make the world a better place. They target the desire of liberation, hence their dislike of any rules that would rob them of their freedom. To appeal to Outlaws, your brand needs to denounce and defy the Status Quo. The character Robin Hood perfectly describes how outlaws\u2019 personalities are.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Innocent<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Innocent brands target the desire of safety. Innocents just want everyone to be happy above everything else. They\u2019re honest, pure and tend to see the beauty in everyone. Innocents need to feel like their inner beauty is recognised. Your brand can do this with constant positive communication. Dove is a perfect example of this, especially with their use of models of all shapes and colours for their advertisements.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Explorer<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Explorers like to put themselves outside of their comfort zones. Therefore, they target the desire of freedom. They\u2019re individualistic in their approaches. However, the passion they have inspires others to join them on their journey. Challenging explorers is the way to appeal to them. Indiana Jones is the perfect example of an explorer.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading {\"level\":3} --><\/p>\n<h5>The Sage<\/h5>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>The sage is a seeker of wisdom, knowledge and truth. They target the desire of understanding. They want to understand the world and share that knowledge with others. To appeal to sages, you need to acknowledge their intelligence. They expect only factual and well-researched information. Google is a perfect example of this, which is why they use the slogan \u201cDon\u2019t be evil\u201d. Yoda is also another great example of a sage.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2><strong>How to use Brand Archetypes?<\/strong><\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>A good first step to use Brand Archetypes is to figure out which archetype your brand relates to the most. However, that will not be enough, because your end goal is to make your brand unique. If you don\u2019t, people tend to forget about you. That is where Archetypal mix and sub-archetypes come into play.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Archetypal mix<\/strong> is all about mixing archetypes together to create your brand. However, it\u2019s essential to have one core archetype that represents most of your brand personality. Otherwise, you will have what\u2019s called a confused brand. Think of it like a juice mixed with a large number of fruits. It will end up not tasting like any of the fruits, and it will be a confusing combination to drink.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>As for <strong>sub-archetypes<\/strong>, these are archetypes that are equal in every way to the main archetypes. They just specialise in different areas. After all, each main archetype is also listed as a sub-archetype.<br \/>At last, Brand Archetypes are a magical and complex topic, and it can be very difficult to navigate them. Which is why at<b> <a href=\"https:\/\/www.linkedin.com\/company\/stepstn\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>STEPS<\/u><\/a><\/b>, we&#8217;re here to <a style=\"text-decoration-line: underline;\" href=\"https:\/\/stepsuat.com\/opt-for-a-tunisian-web-and-mobile-development-company\/\" target=\"_blank\" rel=\"noreferrer noopener\"><b>help you<\/b><\/a>. <a href=\"https:\/\/stepsuat.com\/contact-us\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u><strong>Contact us<\/strong> <strong>now<\/strong><\/u><\/a>, and we will make sure to get in touch. Together, we will elevate your branding to the next level.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Do you feel like your company sometimes lacks personality? Does it lack character? Do you not know what tone you should communicate to your customers with? Customers need your brand to make them feel a certain way, and there\u2019s one&#8230;<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":22132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3,60,6],"tags":[116,114,11,61,115],"class_list":["post-22125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business","category-creative","tag-brand","tag-brand-archetypes","tag-branding","tag-business","tag-creative"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The magical tool of the 12 Brand Archetypes! 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