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<\/div>1. The Outlaw Archetype<\/h2>\n
The Outlaw is the harbinger of change. They are your rebels\u00a0with<\/em>\u00a0a cause.<\/p>\n That cause is to challenge the status quo.<\/p>\n Outlaws disdain rules, conformity, and a disregard for authority or anything that threatens their (or anyone else’s) freedom to choose.<\/p>\n While Outlaws are good at their core, they are motivated mainly by anger and might resort to more disruptive or destructive ways of achieving their goals.<\/p>\n To appeal to customers with Outlaw archetypes, brands must first prove that they see the world as the Outlaw does: authority, conformity, and the mainstream are common enemies.<\/p>\n Outlaw brands must challenge societal norms and everyday habits in their marketing campaigns to connect with like-minded customers.<\/p>\n Avoid formality in the language and tone when communicating with them. Grit, attitude, and a devil-may-care approach to your marketing strategy – and in your visual designs like your company logo<\/a> – will resonate best with this audience.<\/span><\/p>\n The Creator is the champion of imagination and self-expression. They are driven by their need to build exceptional and enduring creations.<\/p>\n This archetype values design and aesthetics.<\/p>\n They must express themselves with their talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, you can create it.<\/p>\n The Creator type of audience is not a big fan of traditional advertising, mediocre products, and existing features.<\/p>\n These people are willing to pay a premium for products that inspire creativity and help them express themselves best.<\/p>\n To appeal to a creator, you must celebrate the creative process and inspire self-expression.<\/p>\n Brand messaging<\/a> should stir the desire for the creative process and inspire customers to express their nature to the best of their ability.<\/p>\n Brands must constantly experiment with new solutions, products, and designs<\/a>\u00a0and focus on delivering extraordinary experiences<\/a>.<\/p>\n Creator brands tend to have loyal followers because they often inspire their customers to be better creatives.<\/span><\/p>\n The Magician is charismatic, clever, and dynamic.<\/p>\n The Magician is driven to make dreams come true through mystical ways. They can take people on a journey of transformation through the experience of a magical moment.<\/p>\n They are deep thinkers and are regarded as trusted advisors.<\/p>\n The Magician archetype doesn’t settle on a singular buyer persona. However, it appeals to other personas because of its ability to transform.<\/p>\n Brands that provide a product or service that takes their customers on a transformational journey (worn out to new; lost to found) could reasonably consider the Magician archetype as the personality to connect with their audience.<\/p>\n For example, resorts, theme parks, or spa retreats can use this archetype to attract customers seeking an escape from stress or the mundane by promising a magical, transformative time.<\/span><\/p>\n The Hero is society’s savior and redeemer. Characterized by courage, self-sacrifice, and achievement, the Hero seeks personal transformation in their quest to triumph over adversity.<\/p>\n The Hero’s primary motivation is to prove their worth through courage and determination.<\/p>\n They work hard to have the required skills and take pride that their work rate setting them apart from the rest.<\/p>\n They must meet challenges head-on and carry out defeats or failures until corrected.<\/p>\n The Hero wants to save the day to prove their worth to themselves so the world knows of their ability.<\/p>\n A Hero brand’s most important asset is inspiring messaging and content that taps into their customers’ ambitions and helps them take action.<\/p>\n Hero brands benefit significantly from using high-achievers that customers can relate to as the face of their brand.<\/p>\n This is what sports brands like Nike and Adidas do when they use athletes such as LeBron James and David Beckham in their advertising campaigns.<\/span><\/p>\n The Lover has an affection for the beautiful and a penchant for blissful experiences, both sensual and nurturing.<\/p>\n The Lover desires to be desired. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others.<\/p>\n Meaningful, intimate relationships\u2014whether between partners, family members, or friends\u2014is central to the Lover archetype.<\/p>\n Brands wishing to appeal to a Lover type of audience segment should create messaging that makes customers feel loved by not only the others around them but also by themselves.<\/p>\n To appeal to a Lover, you must make them feel attractive or stir their passionate desires for connection and intimacy. You can see this, among other places, in the website design<\/a> of the brands that reflect this archetype.<\/p>\n Because of their attraction to sensory pleasure, communication and messaging should use sensual (not sexual) language and tone. Brands can leverage their audience’s desire for sensual pleasure through sight, sound, smell, or touch.<\/span><\/p>\n The Jester is all about having fun and living in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them.<\/p>\n The Jester can sometimes be a trickster who mocks convention using wit and humor. Most of the time, the humor can be self-effacing and satiric.<\/p>\n Like Magicians, Jesters are rarely a buyer persona but can be a perfect archetype for brands in entertaining or wanting to associate themselves with good times.<\/p>\n Regardless of archetype and personality, everyone likes to laugh. Provided the context and the timing is correct, the Jester personality can be a unique and loving point of differentiation.<\/p>\n As the Jester Archetype, your brand should highlight life’s light-hearted and positive side with a playful and entertaining spirit. Brands that can connect with their audience through happiness and laughter can become much-loved brands.<\/span><\/p>\n The Everyman, above all, wants to belong.<\/p>\n They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk to without being overly funny, rude, or excessively loud.<\/p>\n They lend their trust easily though they fear being rejected.<\/p>\n They are relatively positive and strive to fit into the group.<\/p>\n To appeal to an Everyman, you must make them feel a sense of belonging. Brands that revolve around everyday activities might use this archetype to message that it’s ok to be normal.<\/p>\n Home or family life brands fit this archetype perfectly, while elitist positioning<\/a> or “we’re better” messaging would be a turn-off.<\/p>\n Everyman brands must be friendly and down-to-earth to appeal to the typical person. Their target audience fears rejection or being singled out from the rest.<\/p>\n For these brands, adopting a cost leadership strategy can be highly rewarding. While it can be hard to differentiate an Everyman brand from the competition, it’s not a big deal if you continuously produce high-quality, affordable products that customers find value in.<\/span><\/p>\n The Caregiver is a selfless personality driven by the desire to protect and care for others, especially those in need.<\/p>\n They are often maternity figures and take those who need care under their wing until they are stronger to take care of themselves.<\/p>\n Caregivers are not just reactive; they are also preventative and tend to be in and around an event of harm, before or after.<\/p>\n The Caregiver archetype perfectly fits brands that help those in need. The people such brands help are often vulnerable and sensitive and require a soft touch. A warm, thoughtful, generous, and motherly approach offers a feeling of safety that will appeal to their needs.<\/p>\n Caregiver brands always put their customers first, and this needs to be reflected in everything \u2014 from their products and packaging to advertisements and overall brand voice.<\/p>\n The Caregiver’s target audience relies on them for compassion and support. This is why they will likely respond to marketing campaigns incorporating emotional elements<\/a> or showing empathy toward their lifestyle.<\/span><\/p>\n The Ruler desires control above all else and is a dominant personality.<\/p>\n They are authoritative in their communication and actions and possess a sense of intimidation.<\/p>\n Their goal is for prosperity and success, trickling down to those loyal to his rule.<\/p>\n They are confident, responsible, and in control of their lives and expect the same from others.<\/p>\n Rulers see themselves at the top of the food chain and aggressively defend that position.<\/p>\n To appeal to a Ruler, you must reaffirm their sense of power, control, and respect. Rulers want to feel a sense of superiority and be part of an exclusive club.<\/p>\n Appealing to the masses will not get the Ruler’s attention and would likely turn them off. Ruler brands must reaffirm to their customers that they are at the top of the ladder of success and are part of an exclusive club.<\/span><\/p>\n The innocent is an upbeat personality with an optimistic outlook on life.<\/p>\n They crave safety but ultimately want themselves and everyone else to be happy.<\/p>\n They are honest and pure and have no ill will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they are.<\/p>\n They see beauty in everyone and have a knack for seeing inner beauty that others don’t.<\/p>\n To appeal to an innocent, you must earn their trust with straightforward, honest, and, most importantly, positive communication. Negative or guilt-based communication is a complete turnoff.<\/p>\n They need to associate your brand with safety and will feel a connection when their inner beauty is recognized.<\/p>\n Innocent brands embrace an all-natural approach in their messaging \u2014 no pretension.<\/p>\n Innocent archetype customers value simple solutions, so avoid confusing jargon or discussing complicated ingredients and features.<\/p>\n Honesty and transparency are essential to Innocent customers. Brands targeting this type of audience should let these values influence their vision, mission<\/a>, products, services, and messaging.<\/span><\/p>\n The Sage is a seeker of truth, knowledge, and wisdom. Their drive comes from the desire to understand the world and to share that understanding with others.<\/p>\n They are lifelong learners and enjoy expressing their knowledge through philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world rather than change it themselves.<\/p>\n To appeal to a sage, you must pay homage to their intelligence as you communicate.<\/p>\n Higher-level vocabulary with layered or philosophical meaning will be acknowledged and appreciated, while oversimplified or dumbed-down messages will not.<\/p>\n They expect factual and well-researched information, which should be watertight to avoid challenges.<\/span><\/p>\n The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life into the rugged environment.<\/p>\n They are brave, adventurous, and love a challenge. The challenges are more about understanding themselves than proving themselves to others.<\/p>\n Explorers are on an endless journey of discovery.<\/p>\n To appeal to an explorer, you need to challenge them.<\/p>\n Challenging modern life’s confines will allow you to resonate with them quickly.<\/p>\n You should promote the outdoors and the unknown as the land of the free and challenge them to explore it, with your brand, of course.<\/p>\n Modern society is the common enemy in which many explorers live. A stand against society can go a long way to resonating with the explorer and evoking their desires.<\/p>\n People don’t want information. They want to be taken on a journey.<\/strong><\/p>\n Archetypes in branding are not simply about mirroring the personality of your audience.<\/p>\n It’s about identifying the desire that you want your brand to evoke and using that desire to define your personality.<\/p>\n With so much noise in any market, only brands that connect on a human level can garner a loyal following.<\/p>\n There is no better way to connect on a human level than with a human personality.<\/p>\n Brand Archetypes are a tool that can help you differentiate your brand, give it a depth of personality and use it to truly connect with your audience so they begin to feel something for you.<\/p>\n Ensure you understand your brand, what it stands for, and where it’s going. And if you have multiple related brands, consider whether their brand archetypes are identical or different, and adopt an appropriate brand architecture model<\/a> that reflects those similarities or differences.<\/p>\n Because when brands know where they’re going, people will follow.<\/p>\n\n
How to apply the Outlaw brand strategy<\/h3>\n
2. The Creator Archetype<\/h2>\n
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How to apply the Creative brand strategy<\/h3>\n
3. The Magician Archetype<\/h2>\n
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How to apply the Magician brand strategy<\/h3>\n
4. The Hero Archetype<\/h2>\n
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How to apply the Hero brand strategy<\/h3>\n
5. The Lover Archetype<\/h2>\n
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How to apply the Lover brand strategy<\/h3>\n
6. The Jester Archetype<\/h2>\n
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How to apply the Jester brand strategy<\/h3>\n
7. The Everyman Archetype<\/h2>\n
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How to apply the Everyman brand strategy<\/h3>\n
8. The Caregiver Archetype<\/h2>\n
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How to apply the Caregiver brand strategy<\/h3>\n
9. The Ruler Archetype<\/h2>\n
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How to apply the Ruler brand strategy<\/h3>\n
10. The Innocent Archetype<\/h2>\n
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How to apply the Innocent brand strategy<\/h3>\n
11. The Sage Archetype<\/h2>\n
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How to apply the Sage brand strategy<\/h3>\n
12. The Explorer Archetype<\/h2>\n
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How to apply the Explorer brand strategy<\/h3>\n
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