Want to Make Your Brand Unforgettable?
Perhaps you’ve wondered why certain brands seem to jump out at you while others fade into the background. While there are always multiple reasons for this, the one we’re focusi
Imagine your brand was a real person. What qualities would it possess? How would it communicate? What values would it regard most highly? These characteristics combine to form what we refer to as a “brand personality.”
One of the many tools used to help develop brand identities is the 12 Brand Archetypes. This model was first derived from Swiss psychiatrist Carl Jung’s personality archetypes, defined in 1919.
While there may be an overlap of characteristics, every brand in the world fits into one of the following 12 groups. Take a moment to consider which archetype your brand most closely aligns with:
1. The Hero
Famous brands in this category: Nike and GoPro.
Hero brands are bold, courageous, and seek to overcome challenges. They inspire us to be the best version of ourselves.
2. The Explorer
Famous brands in this category: Jeep and National Geographic.
Explorer brands are adventurous and daring. They invite us to leave the ordinary behind and embark on an adventure.
3. The Sage
Famous brands in this category: Google and BBC.
Sage brands are knowledgeable, assured, and guiding. They are the thought leaders in their industry.
4. The Innocent
Famous brands in this category: Hallmark and Crayola.
Innocent brands are all about purity, simplicity, and nostalgia. They help us retreat from the complexities of life.
5. The Everyman
Famous brands in this category: IKEA and Toyota
Everyman brands are down-to-earth and relatable, They have a universal appeal, embracing inclusivity and connecting with the common person.
6. The Jester
Famous brands in this category: M&M’s and Old Spice.
Jester brands are fun, playful, and spontaneous. They enjoy being unconventional and bringing in humour wherever possible.
7. The Lover
Famous brands in this category: Chanel and Victoria’s Secret.
Lover brands are sensual and sophisticated. They focus on appealing to our desires, aspirations, and emotions.
8. The Caregiver
Famous brands in this category: Dove and Pampers.
Caregiver brands are kind and nurturing. They appeal to our sense of security, and they seek to prioritise our well-being.
9. The Ruler
Famous brands in this category: Rolex and Mercedes-Benz.
Ruler brands are luxurious and powerful. They are symbols of status and command attention.
10. The Outlaw
Famous brands in this category: Harley-Davidson and Axe.
Outlaw brands are rebellious and disruptive. They are nonconformists who invite us to rise up and challenge the status quo.
11. The Magician
Famous brands in this category: Disney and Tesla.
Magician brands are innovative and magical. They offer us transformative solutions and futuristic vision.
12. The Creator
Famous brands in this category: Lego and Apple.
Creator brands are inspirational, passionate, and provocative. They beckon us to pursue originality and self-expression.
Establishing a distinct brand identity helps your business stand out from your competitors. It also attracts your Ideal Client, leading to more profitable and enjoyable business dealings for you.
Determining your brand archetype is just the first step in establishing a unique brand identity. At Design Studio Perth, our team of creative specialists guides you through our proven process to develop a holistic brand for your business. Are you ready?
I’m Ready To Discover My Brand Archetype!
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About DSP
Design Studio Perth is an integrated branding and graphic design agency based in Perth, Western Australia.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
Our team is made up of dedicated professionals who work closely with each client to develop unique and compelling brands that resonate with their target audience.
