Brand Archetypes: The Definitive Guide [36 Examples]

There are two primary reasons you would want to align your brand with an archetype.

Differentiation: When it comes to standing out in a crowd, differentiation strategies seem well worn, with latecomers to the party left with little to work with. Personalities, on the other hand, have infinite possibilities. They’re not only unique but can be extremely memorable.

Here are the basic human desires that each match with a specific archetype;LIBERATION > THE OUTLAWPOWER > THE MAGICIANMASTERY > THE HEROINTIMACY > THE LOVERENJOYMENT > THE JESTERBELONGING > THE EVERYMANSERVICE > THE CAREGIVERCONTROL > THE RULERINNOVATION > THE CREATORSAFETY > THE INNOCENTUNDERSTANDING > THE SAGEFREE... See more

We all have basic human desires. They are instinctive and primitive. 

Connection: Most brands today are in the coalface competing on features, benefits and price. If you don’t want your brand to become a commodity, you will need to make a deeper connection with your audience.

long before branding and marketing experts got their mitts on archetypes, storytellers and filmmakers had been writing and creating some of the worlds most loved books and films with archetypal characters.