Beyond the literal meaning of the words used to describe them, brand archetypes carry greater significance. They have access to a richer and deeper part of our psychology.
Due to their strong connections to core facets of human psychology, archetypes are particularly effective for branding. Numerous archetypes can probably be easily identified and understood in characters from your favorite books, TV shows, movies, and even in you.
We shall discuss the third and fourth brand archetypes and give a few examples:
3. The Hero / Superhero / Warrior / Champion
The Hero’s primary driving force is to establish their value, and their biggest anxieties are failing and appearing weak. The Hero is committed to making a difference in the world, often at the cost of enormous sacrifice, whether on the field of battle, baseball diamond, or political stage.
A Hero brand archetype positions itself as superior to its rivals and high quality. Strong images and brilliant colors are regularly used in Hero brand marketing to emphasize this.
The Hero archetype stands for companies that excel in delivering reliable results. They also strive to achieve objectives and put up their best effort. This is because their main strengths are competence and bravery.
Customers of Hero appreciate the reliability and quality of their products. Since they believe their purchasing decisions will place them ahead of everyone else, they are less likely to be enticed by appealing or humorous advertisements.
Examples: BMW, Adidas, Amazon
4. The Outlaw / Rebel / Revolutionary
The rebel brand typology excels at creating highly innovative concepts, offerings, and services. Some rebel brands have the potential to be revolutionary, and those are the ones that need to be cautious of seeming too rash and always upsetting the status quo.
At their finest, they are courageous, flexible & free-spirited and will try to position themselves as an alternative to the norm. Successful rebel brands typically have a cult-like following – everyone who has lost trust in conventional products is drawn to the Rebel’s vigor.
The rebel brand archetype genuinely represents people who are feral by nature. Customers who rebel fiercely against the status quo value the unusual. They are more likely to favor distinctive, shocking commercials or information that doesn’t have a clear “selling pitch.”
Rebel brands will promise revolution. They won’t follow industry norms. Instead, they introduce a fresh outlook and let their clients know it is okay not to fit in with society’s flock.
Examples: Smirnoff, Harley Davidson, Jack Daniel’s
Get in touch with us at 97525 12531 for a deeper meaning of brand archetypes. We will discuss the fifth and sixth brand archetypes in the next blog.