Successful brands have a strong sense of identity, one that mirrors the hopes and aspirations of their customers. But finding your voice – especially as a small business – can be difficult. And expensive. Identifying your brand archetype from this list will save you time and money and connect you instantly to your audience.
Why do so many films seem to have the exact same characters in them? The rugged action hero with a tortured past. The quirky romantic who can’t do anything right. The wise cop drowning his sorrows in Scotch.
These characters seem to pop up all the time in books and films – and in the ways we categorise real people too. Psychologist Carl Jung believed that some story characters are instantly familiar to us because they are primal and instinctive, part of a ‘collective unconscious’ we all share.
These all-too-familiar characters are called Jungian archetypes.
Jungian archetypes have been adopted and examined by all sorts of groups. New Age spiritualists. Biologists. Even branding experts.
Branding houses will charge a premium to work out what personality types your target audience are likely to have. Then they create an identity and strategy for your business that matches and appeals to those types.
But it needn’t be complicated – explore the list below to finding a style that speaks to you.
If you can work out what archetypes your business best fits, you’re already on the path to better communication with your customers.
So, without further ado, here are the top 12 branding archetypes:
1. The Innocent
aka The Dreamer, The Romantic
The innocent’s core desire is to be free and happy, and their biggest fear is to do something wrong and be punished for it. Think Wall-E or Audrey Hepburn. At their best they are optimistic, honest and enthusiastic – at their worst they are irritating, boring and childish.
The innocent customer prefers straight-talking, gimmick-free advertising, and is naturally drawn to optimistic brands. Heavy-handed or guilt-inducing advertising is likely to repulse them.
Innocent brands promise simplicity.
Innocent-focused businesses promote themselves as pure, simple and trustworthy. The imagery they use is often natural and unfussy. The worst thing that can happen to an innocent business is uncovered corruption or deceit.
Who does this well? (You guessed it) Innocent smoothies!
This advert’s calm, wholesome imagery and straightforward language is specially crafted to appeal to innocent types. It’s like a smile coming from your TV set.