Welcome back to another blog! Today we are going to learn the different types of Brand Archetypes thanks to Adam Maidment, along with advice from Kayla Stuckart who is a Senior Communication Strategist. 

Brand Archetypes 

Carl Jung’s idea of archetypes serves as the foundation for the marketing and branding concept known as brand archetypes. In essence, they are recurrent themes or character profiles that have a profoundly global appeal. Brands may establish a recognizable and relatable identity by comprehending and utilizing these characteristics. Here are the 12 different: creator, sage, caregiver, innocent, jester, magician, ruler, hero, everyman, rebel, explorer, and finally, lover. 

All of the archetypes have the following elements:

  1. Desire
  2. Goal
  3. Strategy
  4. Brand message
  5. Traits
  6. Fears
  7. Brands

As an illustration, consider the “The Hero” brand archetype. Brands that exemplify the “The Hero” archetype frequently stand for bravery, tenacity, and the victory of good over evil. Nike is a good example of a company that fits this model.

Desire→Nike’s desire is to inspire and motivate individuals to achieve their full potential, whether in sports or life in general. The brand wants people to desire success, self-improvement, and personal victory.  

Goal→Nike’s primary goal is to be a leading sportswear and athletic brand that helps people perform at their best. They aim to create products that facilitate athletic achievement and inspire a sense of accomplishment.  

Strategy→ Nike’s strategy revolves around effective marketing, sponsorship of high-profile athletes, product innovation, and a focus on quality. They also employ a global presence to reach a wide audience.  

Brand Message→ Nike’s brand message is encapsulated in the famous tagline “Just Do It.” This message encourages individuals to take action, overcome obstacles, and achieve their goals. 

Traits→ Nike exhibits traits such as determination, excellence, inspiration, empowerment, and success. They portray themselves as a brand that supports and celebrates the qualities of a hero.  

Fears→ Nike might fear tarnishing its image or losing consumer trust. Additionally, they may fear not living up to their inspirational message, as this could damage their brand’s credibility. 

Brands→ Nike is not just a single brand but a parent company that owns and operates several subsidiary brands, including Converse and Jordan Brand, which have their own unique identities and archetypes.  

Overall, Nike’s brand revolves around the Hero archetype, with a strong emphasis on encouraging individuals to pursue their goals, overcome challenges, and achieve greatness.

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Kayla Stuckart –  Senior Communication Strategist. 

Kayla explained how corporate messaging and humanlike content need to be able to co-exist. 

For example, consider a sustainable fashion company that wants to highlight its environmentally friendly methods and merchandise. To engage customers, the brand can use a combination of human-like content and corporate messaging:

Corporate Messaging:

  • The brand’s website, press releases, and official communications can include factual information about its sustainable practices, such as the use of organic materials, fair labor practices, and reduced carbon footprint.
  • In official emails, the brand can highlight certifications and awards it has received for its sustainable efforts, building credibility

Human-Like Content:

  • Social Media→ The brand’s social media profiles can feature content with a more human touch. For instance, they can share stories about the individuals who craft their products, showcasing the people behind the brand.
  • User-Generated Content→ Encourage customers to share their experiences with the brand’s products on social media. Share these stories, testimonials, and photos on the brand’s official pages to create a sense of community.
  • Blog→ Maintain a blog that combines corporate messaging with more personal stories. Posts can discuss the brand’s sustainability initiatives while also sharing anecdotes about the brand’s journey, challenges faced, and the team’s passion for sustainable fashion.

By combining corporate messaging with human-like content, you are able to educate, relate, engage, and authenticate your audience in a strategic way. 

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Alright, that’s all for this week’s blog, can’t wait to see what’s in store for next week, I’ll catch you guys then!