We all want a loyal following. We are constantly searching for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their lives. What we often don't realize is that connections are relationships, and if you don't know who you are, no one will be interested in you. It's essential that you understand who your brand is and how to start a relationship with your customers.
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There are 12 basic identities – or archetypes – that a brand can assume. Below I break down all 12 to help you understand where you belong.
1. The magician makes dreams come true.
The magician archetype is all about vision. Wizard brands don't build you a better toothbrush or help you keep your house clean; they bring your wildest dreams to life. What they offer is a great experience that no one else could achieve. A magician is so in tune with the fundamentals of the universe that they can create the impossible.
Disney is the perfect magician. Disney is fundamentally a media company, but it's unlike any other. They offer a transformative experience. They are in a class of their own due to the magnitude of their vision. Imagine another brand that could build a Magic Kingdom or a Disney World.
2. The Sage is always in search of the truth.
For a sage, wisdom is the key to success. Everything else is secondary to the pursuit of knowledge. A sage mark may not feel warm and cuddly. They don't spellbind you into a fantasy world like Disney. Instead, a wise man commands your respect by showing you their brilliance.
Harvard University is a wise man. They are one of the most revered universities in the world. Boasting an alumni roster that includes eight U.S. presidents, 21 Nobel laureates and Mark Zuckerberg (sort of), the Harvard brand is above all the smartest.
3. The Innocent just wants to be happy.
The innocent belongs in heaven. Everyone is free, virtuous and happy in an innocent world. An innocent brand will never guilt you with an ad or hurt you to convince you. Instead, an innocent brand will charm you with something much more powerful:nostalgia.
Orville Redenbacher is the prototypical innocent archetype. They sell you a childhood treat, popcorn, and their mascot is a grandpa who's been having fun since butterflies were a thing, no irony.
4. The outlaw wants revolution.
The outlaw is not afraid. Outlaw brands control their own lives without caring about the status quo. When the innocent archetype touches the part of you that loved snack time in kindergarten, the outlaw archetype appeals to the part of you that cut classes in high school.
Building a cult like Apple is the ultimate goal of an outlaw brand. Remember those old iPod commercials where people dancing in monochrome had the time of their lives? This ad is not telling you to stand in a crowd or go to a concert. It tells you to be yourself, dance whenever you want, and do it with Apple. If you think Apple doesn't have a cult following, consider this:Did people line up for hours when the Galaxy S7 was released?
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5. The jester lives in the moment.
The jester is about having fun. Jester Marks may not cure disease, but they make your day better. Humor, silliness, even nonsense are all in a jester's toolbox. The goal of a jester brand is to make you smile with lighthearted pleasure.
The Old Spice Man is one of my all-time favorite ad campaigns, and the perfect example of an archetype jester. Some guys respond well to the hyper-masculine brand. The others don't. By making a joke of these super manly brands, Old Spice manages to appeal to both sides.
6. The lover wants to make you theirs.
Passion, pleasure and sensuality are the watchwords of the lover. A mark of lovers wants you to associate them with intimate moments in your life. What are you buying to celebrate? What do you buy your significant other for birthdays and anniversaries? You're probably buying from a lover's brand.
Think Godiva chocolate ads. Do they make you think about your health, your finances or your future? No, Godiva seduces you. It shows its richness and smoothness. It invites you to participate in life's greatest delicacy:chocolate.
7. The Explorer wants to be free.
Freedom is all an Explorer cares about. Where other brands might try to help you build a home, exploration brands want to take you out. With that in mind, it makes sense that many outdoor brands are a great fit for the explorer archetype.
Subaru is the classic explorer brand. They don't sell their cars based on luxury or comfort; they underline the freedom that Subaru offers. Snow storm? No problem. Subaru lets you decide where you go, no matter what. You are free.
8. The sovereign wants absolute power.
The sovereign seeks luxury and exclusivity. A ruler mark is a gatekeeper. If a customer buys from him, he belongs to the elite. Being perceived as high quality and expensive is essential for a ruler brand. Jewelry and high-end vehicles are a perfect fit for the ruler archetype.
Do you buy a Mercedes-Benz because of its crash test rating? And its fuel consumption? Its heated seats? No, you buy a Mercedes-Benz because you can afford it, and most others can't. Every time you park your car, people will understand your status without you saying a word. This discreetly understood value is what a ruler brand sells.
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9. The healer wants to feed you.
The healer is benevolent. They want to be there for you and the people you love. Caregiver brands are synonymous with warmth and trust. You can count on them for your children. It's rare to see a healthcare brand running an ad that undermines its competition. They are the opposite of confrontation.
Johnson &Johnson's slogan is "Johnson &Johnson:A Family Business". You can't commit more to families than that. A Johnson &Johnson ad always focuses on how their products help you take care of your children. How their products create families. It’s bread and butter for the caregiver archetype.
10. The hero wants to prove himself.
The hero makes the world a better place by being the best. A hero brand doesn't care about feeding you, it wants to challenge you. If you're going to rise to the occasion, you're going to need the help of a hero.
The U.S. military is the ultimate example of a hero archetype. Think of the recruiting ads you've seen with troops jumping out of helicopters, going through training courses and protecting the country. Does all this sound like your daily life? Of course not. It's not supposed to. It's designed to compel you to "answer the call" and rise to the occasion by joining a brand of heroes:the United States Army.
11. The regular guy/girl wants to belong.
No glitz or glam, just a reliable product that gets the job done. That's what classic men's/girls' brands sell. The archetype aims to provide something so far removed from pretense that it can appeal to everyone. This is the hardest archetype to pull off, because you need to have a product that appeals to multiple demographics.
Everyone drinks coffee. Not every individual, but all major demographic groups, with the possible exception of infants. This is what makes Folgers a great brand for every man/girl. Folgers doesn't sell to a hip crowd. They don't brag about their high quality organic coffee. They keep it simple:"The best part of waking up is Folgers in your cup." Everyone wakes up. Everyone drinks Folgers.
12. The Creator craves perfection.
A Creator does not care about the cost of production or large-scale manufacturing. They care about one thing:building the perfect product. Although the magician also emphasizes vision and imagination, the creators are different in that they do not unlock the magic of the world and create the impossible. They create the perfect product.
Lego is a great example of a designer archetype. In one of their advertisements, Lego has recreated in great detail the most famous sites in the world. They didn't build new sites, and they didn't create new technologies that put the sites in your house. Lego used the simplest possible technology:blocks. They took that simplicity and pushed it to its most perfectionist extreme. That's what being a creator is.
What archetype is your brand?
After decades of experience, I can tell you that all companies come to the table assuming they are all girls / boys, but in 99% of cases they are not. Exploring what makes your brand special and how your customers best connect with your products isn't easy, but it's the most important thing you can do to understand which archetype you should use.
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