How Brand Archetypes Sprout from Storytelling
Standing out in today’s crowded marketplace can feel like trying to climb Mount Everest in thongs (flip flops). But imagine having a secret weapon—a storytelling superpower—that makes your brand resonate on a deeply primal level. Enter the fascinating world of brand archetypes.
What is Branding?
A brand isn’t just a logo or a catchy slogan. It’s an intangible yet powerful force that helps people identify a particular company, product, or individual. Think of iconic brands like McDonald’s, Apple, LEGO, and Harley-Davidson. They shape perceptions and forge connections that go beyond the mere products they sell.
Brand Archetypes
Let’s dive into the concept of brand archetypes. These aren’t just marketing buzzwords. Archetypes are narrative blueprints deeply ingrained in the human psyche. Remember the myths and legends that captivated us as children—the brave heroes, the wise mentors, the mischievous tricksters? These enduring characters symbolise core human motivations and universal desires.
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
From Psychology to Marketing
One of my favourite thinkers, Carl Jung, the renowned Swiss psychiatrist and protégé of Sigmund Freud, saw something profound in these recurring characters. He believed they were universal patterns woven into the fabric of our collective unconscious. Jung considered individuation—the lifelong psychological process of differentiating the self from conscious and unconscious elements—as the main task of human development.
Why Do Archetypes Matter?
Archetypes matter because they are part of us. They manifest in varying degrees within our personalities, shaping how we understand and define ourselves, brands, businesses, and even governments. Think of them as instinctive algorithms in our psyche. Some archetypes are benign, while others dominate, becoming the character we wear.
From Jung to Brand Storytelling
Fast forward a few decades. Enter marketing scholars like Carol S. Pearson and Margaret Mark. They saw the potential to bridge the gap between ancient archetypal patterns and modern brand building. In their book, The Hero and the Outlaw, they translated Jung’s theories into practical frameworks for marketers.
The Power of 12
Pearson and Mark identified 12 core archetypes, each embodying distinct values, motivations, and fears. Understanding these can be a game-changer for your brand:
The Innocent
What It Stands For:
The Innocent archetype is all about simplicity, optimism, and a sense of purity. This brand exudes trust, safety, and nostalgia, often bringing a sense of happiness and simplicity to its audience.
Australian Industries:
- Childcare and Education: Brands like ABC Learning Centres and Playgroup Australia embrace the Innocent archetype, creating environments that are nurturing and wholesome.
- Organic Food and Products: Companies like Macro Wholefoods and Bellamy’s Organic align with the Innocent archetype, focusing on natural and pure products.
Digital Marketing Application:
Innocent brands can use simple, optimistic language in their social media posts and website copy, highlighting purity and natural benefits. SEO strategies should focus on keywords like “organic” and “natural,” while Google Ads can feature imagery of fresh, wholesome products.
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
The Explorer
What It Stands For:
The Explorer seeks freedom, adventure, and discovery. This archetype is driven by the desire to explore the unknown and break away from the ordinary. It’s about being brave and pushing boundaries.
Australian Industries:
- Travel and Tourism: Companies like Flight Centre and Intrepid Travel embody the Explorer, offering experiences that satisfy wanderlust and the desire for adventure.
- Outdoor and Adventure Gear: Brands like Kathmandu and Anaconda cater to the Explorer, providing the tools and equipment needed for outdoor adventures.
Digital Marketing Application:
Explorer brands can highlight adventure and discovery, using dynamic visuals and inspiring copy on social media. SEO should target phrases like “adventure travel” and “explore the world,” while Google Ads can promote unique travel experiences.
The Sage
What It Stands For:
The Sage values wisdom, knowledge, and truth. This archetype seeks to understand the world and share that understanding with others. It’s about lifelong learning and enlightenment.
Australian Industries:
- Education and Research: Institutions like The University of Melbourne and CSIRO exemplify the Sage, focusing on research, education, and the dissemination of knowledge.
- Publishing and Media: Brands like The Australian and The Sydney Morning Herald align with the Sage, providing in-depth analysis and information.
Digital Marketing Application:
Sage brands should focus on knowledge and expertise in their content. Website copy can offer detailed insights and research findings, while social media posts can share educational content. SEO strategies should include keywords like “academic research” and “expert knowledge.”
The Hero
What It Stands For:
The Hero is about courage, achievement, and making a difference. This archetype is driven by the desire to prove one’s worth through courageous and difficult actions. It’s about improving the world and inspiring others.
Australian Industries:
- Sports and Fitness: Brands like Cricket Australia and Nike Australia embody the Hero, celebrating achievements and inspiring others to strive for greatness.
- Emergency Services and Charities: Organisations like The Royal Flying Doctor Service and Surf Life Saving Australia align with the Hero archetype, showcasing bravery and dedication to saving lives.
Digital Marketing Application:
Hero brands can use motivational and empowering language in social media campaigns and website copy, celebrating achievements and milestones. Google Ads can focus on inspiring action and participation, while SEO should target keywords like “sports excellence” and “achievements.”
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
The Outlaw
What It Stands For:
The Outlaw archetype is all about rebellion, revolution, and challenging the status quo. This brand is bold, disruptive, and often provocative, seeking to create change and break the rules.
Australian Industries:
- Automotive and Motorcycles: Brands like Harley-Davidson Australia and Holden embody the Outlaw, symbolising freedom and defiance.
- Craft Beer and Distilleries: Companies like Young Henrys and Stone & Wood Brewing Co. reflect the Outlaw, pushing against the norms of the mainstream beer industry.
Digital Marketing Application:
Outlaw brands can use bold, rebellious messaging across all digital platforms. Social media can highlight unconventional lifestyles, while SEO should target keywords like “freedom” and “rebel spirit.” Google Ads can showcase the thrill of the ride and defiance of norms.
The Magician
What It Stands For:
The Magician archetype is focused on transformation, innovation, and making dreams come true. This brand aims to create something special and unique, often bringing about a sense of wonder and possibility.
Australian Industries:
- Technology and Innovation: Brands like Atlassian and Afterpay embody the Magician, creating revolutionary products that transform industries.
- Health and Wellness: Companies like Blackmores and Aesop reflect the Magician, offering products that promise to transform and enhance wellbeing.
Digital Marketing Application:
Magician brands can emphasise transformation and innovation. Website copy should highlight how their products change the game, while social media can showcase success stories. SEO should target terms like “innovative technology,” and Google Ads can focus on transformative results.
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
The Lover
What It Stands For:
The Lover is about passion, beauty, and intimacy. This archetype seeks to create sensory experiences and connections, often focusing on aesthetics, pleasure, and indulgence.
Australian Industries:
- Fashion and Beauty: Brands like Zimmermann and Mecca Cosmetica embody the Lover, offering luxurious and stylish products.
- Wine and Fine Dining: Companies like Penfolds and Quay Restaurant align with the Lover, creating exquisite experiences around food and drink.
Digital Marketing Application:
Lover brands can use sensuous and indulgent language in their digital marketing. Social media posts can highlight beauty and passion, while website copy can focus on luxury and desire. SEO strategies should target keywords like “luxury fashion,” and Google Ads can feature romantic and aesthetic visuals.
The Jester
What It Stands For:
The Jester archetype brings joy, fun, and spontaneity. This brand doesn’t take itself too seriously and aims to entertain and lighten up its audience’s lives with humour and playfulness.
Australian Industries:
- Entertainment and Media: Brands like Triple J and The Comedy Channel embody the Jester, providing entertainment and laughter.
- Food and Beverage: Companies like Vegemite and Tim Tams often use a playful, light-hearted approach in their marketing, reflecting the Jester archetype.
Digital Marketing Application:
Jester brands can use playful and humorous content in their social media and website copy, engaging audiences with fun and light-hearted messages. SEO should focus on keywords like “fun brand” and “Australian humour,” while Google Ads can highlight quirky and entertaining aspects.
The Everyman or Everyday Man
What It Stands For:
The Everyman or the Everyday Man is about belonging, relatability, and connection. This archetype seeks to fit in and be accepted, promoting down-to-earth values and an approachable nature.
Australian Industries:
- Retail and Supermarkets: Brands like Bunnings Warehouse and Woolworths embody the Everyman, focusing on accessibility and everyday solutions.
- Banking and Insurance: Companies like Commonwealth Bank and NRMA reflect the Everyman, promoting trust and reliability.
Digital Marketing Application:
Everyman brands can use relatable and down-to-earth messaging in their digital marketing. Social media can highlight community involvement and practical solutions, while website copy can be straightforward and helpful. SEO should target keywords like “DIY solutions” and “home improvement,” while Google Ads can promote everyday value and convenience.
The Caregiver
What It Stands For:
The Caregiver is driven by compassion, generosity, and nurturing. This brand seeks to care for and protect others, often focusing on comfort, safety, and support.
Australian Industries:
- Healthcare and Aged Care: Brands like Bupa and Ramsay Health Care embody the Caregiver, providing essential health services and support.
- Charities and Non-Profits: Organisations like The Smith Family and St. Vincent de Paul Society align with the Caregiver, offering help and support to those in need.
Digital Marketing Application:
Caregiver brands can emphasise care and support in their digital marketing. Social media can share stories of nurturing and protection, while website copy should focus on trust and safety. SEO strategies should target keywords like “healthcare support” and “trusted care,” while Google Ads can highlight compassionate services.
The Creator
What It Stands For:
The Creator archetype is about innovation, creativity, and self-expression. This brand aims to bring new ideas to life and encourage originality, often focusing on artistry and imagination.
Australian Industries:
- Arts and Design: Brands like Dinosaur Designs and Sydney Opera House embody the Creator, showcasing creativity and artistic expression.
- Tech Startups: Companies like Canva and Envato reflect the Creator, providing platforms that enable creativity and innovation.
Digital Marketing Application:
Creator brands can focus on creativity and innovation. Social media can showcase user-generated content and creative projects, while website copy can inspire and empower users. SEO should target keywords like “creative tools” and “design platform,” and Google Ads can highlight the ease and flexibility of creative expression.
The Ruler
What It Stands For:
The Ruler is about control, order, and leadership. This archetype seeks to create stability and structure, often focusing on quality, status, and responsibility.
Australian Industries:
- Finance and Banking: Brands like Macquarie Group and Westpac embody the Ruler, offering stability and leadership in financial services.
- Luxury Goods: Companies like Qantas and R.M. Williams reflect the Ruler, symbolising prestige and high standards.
Digital Marketing Application:
Ruler brands can use authoritative and reliable messaging in their digital marketing. Social media can highlight leadership in the industry and premium services, while website copy can emphasise quality and trust. SEO should target keywords like “premium service” and “trusted airline,” while Google Ads can promote the brand’s high standards and reliability.
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
Finding Your Brand’s Archetype
Identifying your brand’s archetype isn’t about slapping on a label. It’s about digging deep to discover your brand’s core identity. Is your brand the rebellious Outlaw, challenging the status quo like Harley-Davidson? Or perhaps the innovative Creator, constantly pushing boundaries like Apple?
Practical Steps to Identify Your Archetype
- Ask the Tough Questions: What is your brand’s mission? What problems does it solve? What’s its ultimate goal?
- Analyze Your Audience: Who are they? What are their hopes, fears, and desires?
- Craft Your Visuals: Let your brand’s essence shine through your imagery and design.
- Speak Their Language: Connect with your audience as you would with a friend. Use relatable, authentic language that resonates with them.
Embracing your brand’s archetype isn’t just a marketing strategy; it’s a journey into the heart of what makes your brand unique. When you get it right, you don’t just capture attention—you build lasting connections.
Ready to discover your brand’s archetypal essence? Book your FREE 1:1 consultation today.
About the Author
Crom Salvatera is a seasoned digital marketing strategist and the driving force behind many successful brand transformations. With over two decades of experience in the industry, Crom has mastered the art of harnessing brand archetypes to create compelling narratives that resonate deeply with audiences. His expertise lies in blending psychological insights with innovative marketing strategies to help brands stand out in a crowded marketplace. Passionate about sharing his knowledge, Crom offers personalised consultations and practical advice to businesses looking to leverage the power of brand archetypes. Connect with Crom to discover how to elevate your brand’s story and impact.
Follow or connect with Crom Salvatera on LinkedIn.
