Brand Archetypes [The Brand Personality Framework]
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- Опубліковано 1 чер 2024
- Learn the 12 scientific brand archetypes the most loved brands in the world use to amass a loyal following through brand personality.
#brandarchetypes #brandstrategy #brandingtips
Want to know more about archetypes? Check out these videos:
What Are Brand Archetypes?
• What Are Brand Archety...
How To Use Brand Archetypes
• How To Use Brand Arche...
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In this video, you’ll learn about the 12 archetypes developed by renowned psychiatrist Carl Jung are taking on increasing significance in modern branding and brand strategy.
First, you’ll learn about the science behind the framework and how we all instinctively recognise certain collections of behaviours through our collective unconscious and how this applies to brands.
Then, one by one, we’ll cover each archetype, breaking down their common traits and characteristics and where you may have experienced these characters in your life.
0:00 Brand Archetypes Introduction
1:56 The Outlaw Archetype - Displays rebellion
3:25 The Magician Archetype - Displays mystique
4:49 The Hero Archetype - Displays determination
6:20 The Lover Archetype - Displays sensuality
7:14 The Jester Archetype -Displays humour
8:26 The Everyman Archetype - Displays humility
9:35 The Caregiver Archetype - Displays kindness
11:01 The Ruler Archetype - Displays Authority
12:32 The Creator Archetype - Displays innovation
13:58 The Innocent Archetype - Displays wholesomeness
15:00 The Sage Archetype - Displays wisdom
16:09 The Explorer Archetype - Displays adventure
You’ll learn the scientific reason these archetype personalities and their characteristics enable brands to connect with their audiences on a human and personable level.
By the end of this video, you’ll understand all 12 archetypes, their traits, characteristics and core desires.
You’ll also understand the power and potential in using archetypes and why they’re playing an increasingly important role in strategic branding.
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Thank you for this! I'm currently studying branding strategy, and I can't believe you're putting out this content for free! Definitely gonna binge watch your content.
👍👍🙏🙏
I'm doing the same lol
This video deserves more views, quite interesting
👍👍🙏🙏
So does this comment! 😊
After reading Jung, this makes a lot of sense intuitively. Of course, our personalities align with templates and so will Brands. Great Breakdown!
Thanks!! 👍 👍 👍
This is awesome mate. Keep it up. Doing research on my own can get really confusing some times. Love the inclusiveness and just a general feel of "wholeness" of these videos. 5/5
Great to hear... thanks so much 🙏🙏
This channel is so amazing and informative!!! Plus you're a really good teacher. Thank you so much for putting out all this knowledge for free!!!
thank you so much for the feedback 😊🙏
You're content is awesome. You channel deserves a lot more visibility and you'll surely get it soon. Can't wait to see your channel grow!
The subs are coming 👍 you’re early to the party 🥳
Thanks for the video. It really helped in clearing out the grey areas on the differences between brand archetypes that seemed closely related.
Precious Ugorji they’re a super helpful tool
Love your content! Was hoping you could have shared some more real life brands that represent each of these archetype. But can’t thank you enough for some of this content you put out!
Noted - thanks Joshua 👍
This is perfect - I've built some well known brands over the years but this will help me level up. Will certainly be taking your course as well! Pete
Great to hear!
This video is truly full of useful information. Thanks for being this generous
My pleasure!
looks like you got better....This is the fourth video in a row I've watched. Thanks fo covering branding so in depth.
Glad you liked it!
I've never heard of the everyman archetype. I like that he uses a lot of film examples. Great work!
👍👍👍👍
absolutely wonderful. Thank you!
Most welcome 🙏
Thank you so much for this. It gives a detailed overview and an understanding on brand archetypes.
You're very welcome!
This is a VERY important channel to us entrepreneurs, keep up the great work!
I appreciate that!
This video was fantastic! I love how I was able to predict a few of the brands once you explained the archetypes. Thank you for this content! I have no idea why I’m interested in this kind of stuff but I’m leaving this video fulfilled. New subscriber here! 😌
haha Awesome... It is fascinating 😀
It's crazy that there is so little out here on YT about archetypes.
Kudos brother,subscribed!
I appreciate that!
Your insight , along with your presentation and communication skills, are incredibly helpful. I learn so much from listening to your videos and reading on your website. Thank you for everything you provide; your work is valuable and appreciated.
You're very welcome! 🙏🙏🙏
It is great to break them down like this. It would also be super helpful and explanatory to break down an industry and their main players, like hotel chains, automotive, telecommunication, chocolate industry , etc..
Watches, shoes… 🤔
Woah. Mind bending insight. And this shoot fly
*Very helpful* and in *SPONT-ON TIMING* too! I was literally archetyping myself and my competitors as you were going through the list! 😆 👏 So happy to have stumbled upon your channel!!
Glad it was helpful!
Thank you very much, very insightful!
You're very welcome!
Very simplistic though elaborate with compelling resonance to effective brand building
Glad you liked it
Amazing Video!! Very well explained. Great Examples.
Glad you liked it!
This is what I miss from the beggining! Great ! content!
Glad to hear it!
Amazing video, loved all the information, need to spend time breaking all this down to see where i can apply it ❤
Glad it was helpful!
What a wonderful video❤❤
thank you so much.
You are so welcome!
This is a very very helpful video. Thank you for sharing.
Thank you 🙏
Excellent way to explain the entire thing and make it so simple to understand
Glad you think so!
Thank you for the great video!
Cheers Vidorra 👍
Really loved the Video. Helping me understand the Brand Voice for Writing COPY
Glad it was helpful!
This video has given me a lot of clarity!
Great to hear!
this was so brilliant, thank you!
You're so welcome!
Fantastic information. I resonate with several of these. Even thinking of a new architype
Wonderful!
Helpful summation. I’m hoping to start a small business with someone who is extremely Jester Archetype personally and I’m Creator Archetype. To be successful, we’ll need to blend together. Content on blending archetypes in business partnerships would be excellent! We choose to pursue the types which we feel passion for to increase our likelihood of success.
The key to blending archetypes goes beyond your natural personality type.... considering who the audience is and what they want from you as a brand is key
This was great! It would be helpful to see smaller or personal brand examples of each. Like a more down to earth version.
Great idea!
Thank you for sharing! This is the second time I'm watching this and a thought occurred to me.
Would you say that the Everyman and the Explorer are like two opposites in terms of character and personality?
I've been binging your content again as I work on my personal brand you're just amazing!!!
Hi Raphaella,
Thanks for your kind words...
I would use exact opposites because there are always circumstnaces some seemingly opposite archetypes work perfectly together...
But you're right in thinking that some archetypes have attibutes that other archetypes dont seem to desire
Every time it feels like it can't get any better it does - this is the gift the keeps on giving. Saw different characteristics to some of the these that I would not have thought of myself :)))))))
"IF" you have time to answer a quick question, could you please tell me if you are trying to work out your audience's archetype do you want to know who they are as a person, or who they are in the role as your customer for example, as a bride? :))))))
Great content! Congratulations and thank you
Thank you too!
Thank you for this, I'm currently developing Avatars and this is so useful. Reminds me of a buried memory about semiotics and narrative theory. Glad I discovered this channel. I must be a Sage...
Glad it was helpful!
Excellent video. Thank you
Glad you liked it!
Thanks for this video! How do you define the archetype of the audience and then connect it with the brand archetype? Also, defining archetypes should start with audience archetype or brand character and archetype? How does this process look like? Thanks!
Hey Levena. I have a Definitive Guide to Brand Personality which goes deeper into the process - Ill leave a link below.
In short, You need to identify the characteristics and traits of your audience, map that to an archetype, then (considering the role you play in their lives) define an archetype that will best appeal to what they desire
brandmasteracademy.com/brand-personality
Really really helpful. Thanks Stephen!
Why hello there stranger
Cheers Eduardo
I can sense "Gerald Zaltman" in you.
Good work. Keep it up bro. ❤️
Appreciate it!!
Thank you Sir.
You are most welcome
Very informative and relatable video. Thank you :)
Glad it was helpful!
Excellent 👌 you will be rocking in 2023👍
Thank you so much 😀
Great video! I recently started learning Brand Strategy and your content has been helpful. Thanks alot. Question: Is it possible for a brand to have multiple archetypes?
Yes, absolutely
Great content as always.
Much appreciated!
awesome, thanks man
Glad it helped!
Thank you, Stephen, for the awesome content and explanation.
I clicked on the link you shared for the Archetype Cheatsheet and inserted my email address, but I haven't received the cheatsheet yet.
Thank you for the kind words!
Please email us: support@brandmasteracademy.com
Great concise yet comprehensive overview...love the analogies. Watching this with a particular client in mind, I resonate with 3 different archetypes... what then!? Do you go with the most obvious or is there room for a "Sybil syndrome" approach where it's feasible to contextually explore more than one obvious primary archetype... also what if the audience archetype and the obvious brand archetype are not 100% aligned?
Hi Erica,
The focus should be on the customer... what are THEY attracted to and what role do you want to play in their lives...
I aim for the combination of these two arechtypes as the best mix to communicate with your audience
If your creating a brand personality that isnt aligned with the audience then it defeats the purpose
Thanks for this! also, fyi on the cheatsheet pdf you have "Laughter" as The Caregiver subtitle, same as with The Jester, I presume it's a small mistake, I'd like to know what would be the caregiver's subtitle? Is it "Service"?
On it 🙏
Very well explained and articulated. Thank you. Just a quick one: How do you pick 1 archetype when there's 3 that resonate?
Consider the role your audience is looking for in the brand and use the archetype that’s most relevant (out of the 3 one should stand out as more relevant)
Great information. My issue is similar to Levana's. As a web design freelancer, should my brand archetype reflect my personal archetype? Or do I just pick the audience archetype I most want to appeal to? It's like the chicken or the egg problem.
One of the most frequent questions I get re archetypes... Both your audience and your brand are archetypes because archetypes represent all personalities. The key is to identify the characteristics your audience is attracted to and develop your personality around the archetype that displays them 👍
"you can not read the label from inside the jar" thats a great saying
👍👍🙏🙏
I wonder if you can elaborate on why you prefer the 12 Archetypes to Aaker’s 5 Brand Personalities? I’ve found lots of information on both, but very little in terms of when or why to use one model of the other.
I find archetypes more flexible... In reality, we're all different though we tend to relate to one or two of the archetypes more than the others.... The right combination can provide direction for a more tangible personality IMO
Very effeciently presented.
Thank you!
Caregiver Archetype-♋
Creator Archetype-♌
Everyman Archetype-♍
Explorer Archetype-♐
Hero Archetype-♈
Innocent Archetype-♎
Jester Archetype-♊
Lover Archetype-♉
Magician Archetype-♓
Outlaw Archetype-♒
Ruler Archetype- ♑
Sage Archetype-♏
👍👍👍👍
This is great stuff
Glad it was helpful!
Great content !
Much appreciated 🙏
Good stuff🔥💯
Thanks 💯
Took your class on udemy! Omg game changer!
🙏🙏 Only the tip of the ice berg 👍
@@BrandMasterAcademy where can we can the rest of it than lol
that was so useful
Great to hear
thank you for creating videos like this. This will help me develop my brand quite a bit! what archetype are you?
What do you think?
@@BrandMasterAcademy Caregiver + Sage
Thanks Steve. I could easily say you are on you way to being Yoda from Star Wars. Sharing your Wisdom and Knowledge on Brand Archetype. :-) As for me, I am working towards creating a Brand Personality and examples would be James Bond and the Character Harvey Specter from the TV series SUITS. Type A Personality, knowing how crude the World is, but having a mind of Winning at it with a smile. Or, a smirk. 🙂
Nice... the James bond of which category?
@@BrandMasterAcademy The category in knowing exactly what to do and when to do it.
Hi! I have struggles with content and all that on my coaching practice for this very reason! I keep struggling to figure out my brand archetype!
Think of your dominant personality traits and also consider the traits your audience want to see from their coach
Thanks for this awesome video.
What type of brand personality - Toyota has ? Toyota the mother brand. Obviously, Toyota has many brands under its fold. Lexus is a Creator, is what I feel. Any thoughts ?
Thank you
Most welcome 👍
Thanks for sharing your separate document on the archetypes. I believe there’s an error in it; You’ve used the same description for both ruler and caregiver, “It’s not about how much you give, it’s about how you give’ ? Might want to fix that.
👍👍👍
Found another error on the individual caregiver slide. “laughter”? I believe it should be “service”?
Hey Stephen, what do you think of the Storybrand framework? Do you think it's the opposite of this archetypes thing?
I like Storybrand though I use a different Storytelling framework for the brands I build.
Story and personality are not opposites. They work in tandem.
Every story / film is full of archetypes
I loveee this thank you…I’m going to build a Creator Archetype company
Best of luck!
Really loved your video :) . I have a question, "Microsoft" is what type of archetype ?
The Creator archetype - it's characterized by innovation, imagination, and creativity, which aligns well with Microsoft's mission to empower people and organizations to achieve more through technology.
Nice video, and great insight. Is there something wrong with the free archetype pdf link? It doesn't work for me.
Please reach out support@brandmasteracademy.com and we will send you the link personally.
The Ruler Archetype has a negative description. But is well suited to certain brands. Is it difficult to get across a 'positive' story on the Ruler?
No. The characteristics of the ruler are attractive to many people from Mercedes drivers to Rolex wearers. Look at how they use the characteristics to paint a positive image (for their audience)
plz do every single of them. I wanna know more but can't find any detailed information about archetype
Our flagship course Brand Master Secrets dives much deeper brandmasteracademy.com/brand-master-secrets/
Great work, link not working though.
Hi Stephen, thanks for this video. I'm in the middle of a statregy proposal for a mid range car tire brand, It's sort of big in a Asia, really big in Southeast Asia which archetype will this fit into? Caregiver or Explorer?
That’s not how archetypes work. If every category had an archetype there’d be no differentiation. You need to understand the end consumer including what they want from the brand
Thanks a lot for clarification the basics of Brand Archetypes! I'm just confused about few things, like, William Wallace is called an Outlaw, but can't he be a Hero at the same time? The same question for The Gladiator, he is called Hero but I suppose he can be called as an Outlaw too. And Gandalf is an obvious Magician (literally), but isn't he supposed to be called as a Sage as well?
Should brands (or people) be only one archetype? Or can they have 2-3 different archetypes at the same time?
Much appreciation if you could find time to clarify. Best!
You're spot on... many attributes are relevant to multiple archetypes and William Wallace (Outlaw) / Marcus Arelius (Hero) are similar characters... How you want your audience to see your brand (and what actives them / turns them on) is critical... You dont have to choose one... you can mix archetypes through it's important to limit this to avoid confusion
@@BrandMasterAcademy thx much 🖖🏻😊
I had the exact same question. I created a character for our brand persona and I called it “The Sound AF Teacher” - they’re kinda, sage/caregiver/every man.
When I think of their personality I used the big 5 (factor analysis) as that’s the most reliable personality typing tool we have in modern behavioural sciences (which is also where our brand is based). But I can see why using archetypes is an easier way to explain a character if we want to outsource writing etc.
I was worrying coz I thought I had to just choose one… like “but the sound AF teacher can’t be pigeon holed!” 😂🙈
Really valuable information. I appreciate it. No doubt I will reach out to you in the near future to work together. Thank you
👍👍🙏🙏
@@BrandMasterAcademy quick question if you do not mind.... what archetype would a brand that looks to empower and make their customers/ audience feel more confident? Would it be the sage? Thank you 🙏🏼
Depends on the audience and the role of the brand though the Ruler has many of these traits
How do we work around 'drastically changing' the voice and personality of a brand that is not changing its products and services? Any suggestions or framework?
Old Spice - perfect example - ua-cam.com/video/4TvSx2K-T1c/v-deo.html&&ab_channel=BrandMasterAcademy
@@BrandMasterAcademy Thanks. I've seen this case study before, but revisiting it the way you explained definitely helped.
What if you are mix of these personalities and how do you ensure the brand attracts the right personality a.k.a clients?
Yes you can mix archetypes but no more than two or you'll dilute the impact
thankyouuu
You're welcome 😊
Hey Steve, I like seeing your style, appreciate your knowledge! Looking at your colors and style here, I want to ask, what would you say your brand is? I'm going to guess. You seem kinda like a Sage- bringing knowledge... but the pink in your style makes me go to that lover archetype and yet that doesn't seem right. Although, I wonder if you consider your brand, a luxury brand...? Hmm. Reading through the diff qualities, I want to guess maybe you're 30% hero?? You show mastery, offering growth and development. I really like these concepts. and find them very useful. Thanks so much!!
Sage - Guide (70%), Everyman - Normal Guy (30%) - I try to be guiding but I'm also quite normal
@@BrandMasterAcademy OMG- I love that you replied but I'm bummed I only got one part right. Shoot. Gotta keep studying! I feel I should've known that...!!! Thanks Stephen for the great material.
@@ceelo3998 😊🙏
Hey Stephen, I'm unable to download the archetypes cheatsheet could you please resolve it. Thanks ❤️👍
Sure, whats your email and we'll get it to you
These are great, but how do I apply this knowledge to my business that’s focused on innovation?
Brand personality is about connecting with the people who want or need what you have... Apple is a brand focused on innovation though they connect through creative attributes less than innovation
I cant seem to find the link for free download (Archtypes cheat sheat)?
Here is the link:
brandmasteracademy.com/brand-archetypes-cheatsheet/
If your still having a hard time downloading it let me know
@@BrandMasterAcademy Thank you. Do you have a link for a page with all your free ressources?
10:55 took me a second to remember that WWF was not referring to the wrestling promotion
😂😂😂
I just want to say that "Thank you" isn't enough
Much appreciated
Also how would we differentate between an EXPLORER and the OUTLAW
Ask yourself are the characteristics Apple display more "imagination" "Vision" and "Originality"... or are they more "Mystical", "Knowledgeable" and "Transformational"
You could argue that both sets of characteristics are displayed but which are more prominent?
Thank you for outstanding content. May I disagree with you about outlaw’s example, where I see the brave heart is a great example of hero more than outlaw, with the big believe and cause he is fighting for his people. The outlaw ppl are selfish whereas heroes not. There’s a movie for Travolta about Harley Davidson, as a good example of outlaw. Thanks again 🙏🏻
This is a bigger argument about freedom fighters... hero to one, outlaw to another... all based on the perspective... Whose laws are being broken?
@@BrandMasterAcademy Thank you for your reply... in this case, maybe I choose a brand archetype upon my values and perspective for my company, but it seems something else from the target audience's point of view. At the end of the day, the brand is what people say about you, not what you say about yourself. and If I want to create a specific perception, I have to work to deliver whatever it takes to people's minds about my brand Archetype. and still, the archetype is debatable but whats make it solid, is when the company and people perspective are matching, this be the real brand archetype.
I can't able to download brand achetypes cheat sheet also. How can i do?
Thanks for the link👍
How do we differentate between MAGICAN and CREATOR the eg being APPLE computer
The same way we differentiated the creator and magician... which characteristics are more prominent or which characteristics do we want to display more prominently?
Hi Stephen,
Hope you see this.
Does your brand mastery course go hand in hand with digital marketing, or is it its own field/area of expertise career wise? Personal Branding, especially archetypes, is something I want to go deeper in to, and it's an area I've circled back to.
I saw your iconicfox website but not sure if it's still active as copyright says 2020, but what caught my attention is that it was an Australian website, which was a big plus for me if I were to take the course.
Also, Is it possible to be 2 archetypes instead of one as a primary and the other as a secondary? I seem to resonate a lot with Hero and Explorer.
Hero because I'm a dad and into Martial Arts, and Explorer as I love learning and exploring, which I only realised recently was connected to trying to understand myself better and grow.
Exactly
Brand Master Secrets provides you with the systems to develop the brand strategy which informs the overall marketing strategy.
You can provide both services or just one.
Personal branding is a growth space and archetypes are a great way to give individuals a sense of branding identity.
Yes, it’s possible to have two archetypes. One would usually align with the audience and the other (more dominant), the brands role.
If you’re looking for the processes to develop brand strategy for clients, then BMS will give you the systems 👍
@@BrandMasterAcademy Thanks heaps! Will definitely look into it once I've mastered enough of digital marketing.
Love from Bangladesh! Couldn't download the cheatsheet! Isn't it free?
Please mail us at support@brandmasteracademy.com
@@BrandMasterAcademy Mailing done.
Thoroughly enjoyed your presentation but I have a question: what is the brand archetype of brands like McDonalds & KFC
Everyman / Jester > All about belonging and good times
I can't able to download those blueprints. How can i do that?
What email did you use to download blueprint?
I'm interested in how you would allocate an archetype for people where there might be a crossover. For example, would Nelson Mandela be an innocent based on his morality, or a caregiver for his selflessness, or a hero for forcing change, or an outlaw for going against society's norms and expectations?
Great question.
You can mix archetypes but it's important to have a dominant one.
Nelson Mandella's core archetype would be that of an Outlaw. He strives for liberation and change does not accept the restraints of an unjust law.
@@BrandMasterAcademy Brilliant, thanks. And I assume that brands can change from one dominant archetype to another over time?
@@danfox6137 Correct - Apple transitioned from the outlaw (1984) to the creator (1997)
@@BrandMasterAcademy That's actually the example I was thinking of 😅
@@BrandMasterAcademy what about Qatar Airways, do you think it’s has shifted from Ruler to Hero during the pandemic?
Why did you use the shade of hot pink in your Branding personally? Is it for energy?
Thanks for the video. Can a brand have more than one archetype?
Most welcome 👍 yes you can