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WHO IS
YOUR
BRAND?
UNDERSTANDING BRAND ARCHETYPES AND
THE PERSONALITY OF YOUR BRAND…




                                 Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
An archetype ( /ˈɑrkɪtaɪp/) is a universally understood symbol, term,[1] or pattern of behavior, a prototype upon which others are
copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures.
                                                                                               http://en.wikipedia.org/wiki/Archetype
IN THE BEGINNING…

Brand archetypes aren‟t new. In fact,
they‟re as old as Gilgamesh and other
ancient stories. These narratives began to
shape the myths and legends that have
been passed on, translated, shared and re-
imagined for centuries. They have helped
inspire new stories, built on the foundations
of rich story and character archetypes that
transcend time, borders and cultures.




                                                Photo thanks to http://healiganworld2010.blogspot.com.au/



                                                                  Who Is Your Brand? Paul Chappell, 2012
PSYCHOLOGY 101

These stories, told over the centuries, tap
deep into our “collective unconscious” as
Carl Jung described.

It‟s only when we watch Titanic, read a
nursery rhyme or share last night‟s dreams
that we can identify with these age-old
myths and characters.




                                              Carl Jung finger puppet can be purchased here
                                              http://www.philosophersguild.com/




                                                                    Who Is Your Brand? Paul Chappell, 2012
THE FIRST STEP
It‟s no surprise then that brand
archetypes are a useful tool for
businesses when they are trying to
articulate – or differentiate - their
brand‟s personality.

They have been an incredibly potent
weapon for many of the world‟s
leading brands as we will see.

The first step is to understand the
character of each of the 12 main
archetypes… and then identify which
                                        http://www.flickr.com/photos/niko_si/2512198982/ via photopin.com
archetype best suits your brand.



                                                                Who Is Your Brand? Paul Chappell, 2012
TYPES OF
ARCHE…TYPES
Typically, there are 12 character
archetypes that make up a brand
archetype canvas.

From the wise old Sage, to the
Hero, the Explorer, the Lover and the
Creator - each of these brand
archetypes has an ability to shape a
brand‟s story and provide an unfair
advantage in the marketplace.

Not all brands fit neatly inside one
archetype, which is why some brands
choose a primary and secondary
archetype.
                                        http://www.flickr.com/photos/rucken/4398988757/ via photopin.com

                                                                      Who Is Your Brand? Paul Chappell, 2012
1. THE HERO
The hero archetype is perhaps the best known of
all archetypes. He or she is impossible to miss,
usually because they‟re the main character. It‟s
Batman, Indiana Jones, Wonder Woman, Rocky,
Lara Croft.

BRAND ARCHETYPE
Typically, brands that assume the Hero archetype
are in the business of helping people, of
championing a cause or providing unexpected
solutions. They are fearless in the pursuit of their
goals.

These brands focus on consumer segments that
have a need they can‟t satisfy themselves, or who
want to join a good cause under another banner.

Like any Hero, these brands are fallible. Beware
the Hero whose words are louder than actions!

                                                       http://www.flickr.com/photos/stephenpoff/2835635176/ via photopin.com

                                                                                             Who Is Your Brand? Paul Chappell, 2012
2. THE CREATOR
The Creator is powerful and innovative. They are
the champion of their domain, always focused on
their task. Their goal is to create something new,
and usually something that adds value to others.

BRAND ARCHETYPE
Creator brands are often found in the disruptive
technology and innovation space. They are the
pioneers of new stuff, typically having the
wherewithal to make a few mistakes but at the
same time, able to forge ahead as leaders in their
industry. The changes they create aren‟t just 2.0
upgrades – they‟re breakthrough ideas that
usually provide unfair advantage.

The people who follow these brands are
                                                     http://www.flickr.com/photos/kwl/5127099146/ via photopin.com
considered the early adopters: willing to trial,
change, upgrade and advocate the latest
products and services.



                                                                                  Who Is Your Brand? Paul Chappell, 2012
3. THE OUTLAW
The Outlaw doesn‟t make the rules. He breaks
„em! Often inspired by revenge or by revolution,
the Outlaw sits at the fringe of society, despised
by many, but loved by a loyal few. Their purpose
is to achieve a better or fairer outcome. Just like
Robin Hood, they‟re prepared to break the law as
long as they stay true to their moral compass.

BRAND ARCHETYPE
Brands that imbue the Outlaw archetype usually
appeal to a part of society that feel
disenfranchised or mistreated. These brands lead
the charge on behalf of this community, creating
opportunities that the average person would not
be able to achieve alone.
There is no room for elitism here. The Outlaw
brand is about balancing the scorecard, and as
long as they play fair, their followers will stay true.
                                                          http://www.flickr.com/photos/peteradams/2272928740/ via photopin.com




                                                                                               Who Is Your Brand? Paul Chappell, 2012
4. THE MAGICIAN
The Magician, also known as the Wizard, can
sometimes be confused as a Sage. The
difference is that the Magician‟s knowledge is
focused on a particular interest whereas the Sage
knows all. In other words, the Magician knows the
How but not necessarily the Why.
Magicians have a unique ability to transform one
thing into another. This power creates mystery
and surprise.

BRAND ARCHETYPE
Brands that take on the magician archetype are
able to surprise and delight their consumers with
experiences that provide a sense of escape or
empowerment. Their products and services have
the power to transform habits, preferences and
loyalties.                                          http://www.flickr.com/photos/theshadowknows/3198960592 /via photopin.com
Magician brands should always focus on creating
magical customer experiences, not using their
power to simply transform their bottom line!


                                                                                         Who Is Your Brand? Paul Chappell, 2012
5. EVERYDAY GUY
Most of us mere mortals would feel most at home
with the Everyday Guy/Girl archetype. This
character is as reliable as they come. Whilst they
may not stand out from the crowd, they are the
ones who keep the wheels turning. Positive,
attentive and predictable, the Everyday Guy/Girl
understands their modest but important role in the
world and is happy to pursue it.

BRAND ARCHETYPE
The Everyday brand is often a quiet achiever,
always delivering consistent quality day after day.
They may not have a high profile brand, but their
customers rely on them to be there for them
without fuss or fanfare.                              http://www.flickr.com/photos/andresthor/3873690817/ via photopin.com
Everyday brands need to be careful that they
don‟t become complacent or lose their sense of
purpose.




                                                                                            Who Is Your Brand? Paul Chappell, 2012
6. THE INNOCENT
Forrest Gump. Those two words sum up the
Innocent archetype perfectly. There is a simplicity
and innocence that is endearing and enduring
with the Innocent. Sometimes accused of seeing
the world through rose coloured glasses, the
Innocent actually has a strong moral code that
they adhere to without fail. They naturally trust
others because they believe in the goodness of
people, even though this can be easily
manipulated.

BRAND ARCHETYPE
There is a strong attraction to Innocent brand
archetypes for those who believe in the goodness
of others. These brands can be very alluring
because they reinforce the goodness of
„humanity‟. There is also a sense of romance
about brands who see the world as a happy
place.
                                                      http://www.flickr.com/photos/sam-wood/3215822135/ via photopin.com



                                                                                           Who Is Your Brand? Paul Chappell, 2012
7. THE JESTER
Also known as the Joker or Fool, the Jester is
quick-witted and irreverent. But the fool should
never be underestimated! The jester‟s power is
his ability to question others without confrontation.
Their role is to question habits, traditions and
status quo – the things that most people either
take for granted or accept without question.
Essentially they are change agents who go about
their work under the radar.

BRAND ARCHETYPE
Jester brands appeal to consumers who like to
challenge convention – or have their own
conventions challenged. They work well in issue-
rich territories where they can highlight problems
without being confrontational or aggressive. They
can be very effective at affecting change in a
positive way.


                                                        http://www.flickr.com/photos/61961870@N00/709942314/ via photopin.com



                                                                                            Who Is Your Brand? Paul Chappell, 2012
8. THE LOVER
It‟s like falling in love all over again!
The Lover is high on passion and romance but
understands little – or cares little – about the
rational, logical things in life.
There is a deep commitment to relationships and
a high level of intimacy that the Lover seeks. Left
alone, the Lover will wilt and die, unable to bear
the loneliness and silence.

BRAND ARCHETYPE
Brands that assume the Lover archetype are in
the business of relationships. They are often
service-led businesses that aim to bring people
together in a fun and mutually-beneficial way.
Lover brands focus on emotional benefits rather
than functional benefits.




                                                      http://www.flickr.com/photos/toymaster/477394848/ via photopin.com


                                                                                            Who Is Your Brand? Paul Chappell, 2012
9. THE RULER
If you had an appointment with the Godfather, you
would know the power and fear that the Ruler
possesses. The shaking in your boots would give
it away! The Ruler seeks power and control. Their
mission is to create happiness but their means of
achieving it can be ruthless.

BRAND ARCHETYPE
Ruler brands sit at the top of the food chain. They
usually possess a lot of heritage in their category
and have risen to the top with conviction and
purpose. These brands usually own a high-status
product or service, and being the leader of the
pack, these brands offer a great sense of security
and stability.
Sometimes their power can also be their undoing,      http://www.flickr.com/photos/rhyick/4750313718/ via photopin.com
losing the ability to react quickly to change and
being overthrown by younger innovative brands.




                                                                                         Who Is Your Brand? Paul Chappell, 2012
10. THE SAGE
Oh Wise one… tell me what I should do?
The all-knowing Sage can see things most
ordinary people can‟t. As they say, wisdom is not
just about knowing things, it‟s about
understanding them and this is the Sage‟s skill.
Always willing to offer advice and mentor those
who seek knowledge, the Sage is empowered by
giving – not hiding his wisdom.

BRAND ARCHETYPE
Any brand that helps consumers understand or
gain knowledge about particular subjects fits into
the Sage archetype. Research institutes, news
services, education facilities and legal services
are often using the Sage archetype to define their
brand.




                                                     http://www.flickr.com/photos/kanelstrand/3512215395/ via photopin.com



                                                                                           Who Is Your Brand? Paul Chappell, 2012
11. THE EXPLORER
The Explorer is never idle. To find meaning in the
world, they know they must go in search of it.
Unlike Adventurers, Explores want to understand
the meaning of their purpose rather than just seek
high thrills.
Learning and knowledge are the two main
pursuits of Explorers, and for most, finding the
answer is just the start of the next journey.

BRAND ARCHETYPE
Explorer brands aren‟t content to just „be‟. They
are constantly seeking more understanding of the
world they live in, and they often challenge their
customers as well. This restless pursuit is like
honey to a bee for many consumers who like to
take a challenge head-on.
Boredom is worse than death for Explorer brands
which is why many of these brands break though
with new products, services and technology.
                                                     http://www.flickr.com/photos/michaeldreves/4551996649/ via photopin.com




                                                                                          Who Is Your Brand? Paul Chappell, 2012
12. THE CAREGIVER
Putting the needs of others before their own is a
very typical trait of Caregivers. Their role in life is
to protect and care for others, tapping into their
deep wells of compassion and generosity.
Any parent will understand the almost automatic
role of the Caregiver, placing their child‟s needs
first and only attending to their own once the child
is happy again.

BRAND ARCHETYPE
Brands that offer a sense of nurturance and care
will do well adopting the Caregiver archetype.
Not-For-Profits and community focused
organisations are obvious examples of Caregiver
brands, however certain consumer brands such
as baby care and financial services for the elderly       http://www.flickr.com/photos/selva/793550/ via photopin.com
can also assume this brand archetype.




                                                                                   Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
AND THEIR INFLUENCE ON CONTENT


One of the benefits of employing brand
archetyping is not just in delivering a clear
and easy-to-understand brand identity, but
it also helps to shape a brand‟s content
strategy.

When your brand claims to be the Robin
Hood of the industry, it makes it incredibly
easy for customers to identify with the story
of your brand and what you stand for…
or in Robin‟s case, what you won‟t stand
for!


                                                http://www.flickr.com/photos/tom-margie/1546045630// via Photopin

                                                                          Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
AND THEIR INFLUENCE ON CONTENT


Applying this brand archetype to your
content strategy gives your business a
ready-to-roll platform from which you can
deliver fresh and compelling stories that
truly resonate with your audience.

Why?

Because framing your brand and your
marketing efforts around the construct of
an archetype creates a
believable, meaningful brand story that     http://www.flickr.com/photos/jeffsmallwood/4740428924/ via Photopin


determines not only what your business
says, but what it does, from the CEO down
to the delivery guy.
                                                                              Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
AND THE PERSONAL BRAND
Richard Branson (Virgin) has built an empire
playing the role of Robin Hood – breaking all
the rules and reinventing the way business is
done.

Steve Jobs (Apple) was convincing as the
Magician, turning technology into a sexy word
and delivering the business out of debt to
become the world‟s biggest company.                                 http://www.flickr.com/photos/linniekin/527617055/ via photopin.com




In these instances, their personal brand
has been the living essence of the brand
itself.

Interestingly, each one of these brands
lives up to its brand identity every day, in
every way.

                           Who Is Your Brand? Paul Chappell, 2012
                                                                           http://www.flickr.com/photos/cogloglab/6216048568/ via photopin.com
BRAND ARCHETYPES
KEEPING IT REAL
But as we know, talk is cheap.
If your brand doesn‟t deliver on its promise,
if it cannot live up to what it claims to be and
what it stands for, it won‟t take long at all for
your customers to drop your brand for one
that is authentic.

Many good brands with good intentions have
been swept up and tossed into the dustbin of
irrelevance. Intent is only worthwhile when it
is acted upon.

Remember, creating a brand archetype is the
process of identifying human characteristics
that fit your brand‟s disposition in the
marketplace. Choose an archetype that is
true to your brand‟s heritage and worthy of
                                                    http://www.flickr.com/photos/mel7ares/4453889852/ via photopin.com
following into the future.
                                                                                     Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
IN THE DIGITAL ERA
For the swarms of brands entering or
championing the digital space, brand
archetyping can have a profound impact
on the user journey and experience.

The revelation of your brand story along
the various digital and traditional touch
points of your business can create an
unfair advantage in your industry.

A compelling brand archetype enables
the brand story to be delivered
consistently and compellingly. Coke has
re-engineered its entire digital presence
to deliver the story of Happiness.          Coke sees a sale as a “transfer of enthusiasm”
                                                      http://advertising-age.blogspot.com.au
This isn‟t just talk. This is happening!

                                                                           Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
DISCOVER YOUR DNA
Businesses should take care in choosing
the right brand archetype, particularly if
the brand is firmly established. It has
implications down the line if the brand
wants to reposition or refresh. Most
brands will feel a pull towards the
archetypes that reflect their current
values and positioning, and that makes
it easier to select the primary and
secondary (yes you can have two)
archetypes to pursue.

If your brand is in the midst of a
revitalisation process, then it would be
worthwhile spending time acquainting
yourselves with all the archetypes to find
which ones resonate most with your
brand vision.                                Who Is Your Brand? Paul Chappell, 2012
BRAND ARCHETYPES
WHO IS YOUR BRAND?
                                                   So, are you ready? Can your
Hero          Creator              Outlaw          business build a story around
                                                   a brand archetype that you
                                                   can live and breathe on a
                                                   daily basis?
   Wizard           Everyday Guy        Innocent
                                                   If you think that there‟s a Hero
                                                   inside, or you‟re ready to
                                                   break all the rules and ride off
                                                   with your posse to take on the
Jester      Lover            Ruler                 world like the Outlaw you truly
                                                   are, it might be time to explore
                                                   your brand archetype!


  Sage          Explorer              Carer


                                                                  Who Is Your Brand? Paul Chappell, 2012
ABOUT THE AUTHOR

Paul Chappell is Content Director at Visual Jazz Isobar
in Melbourne, Australia. When he‟s not working on client
projects, he writes feature film screenplays and finds
interesting things to do in the social innovation space.
E: pchappell@visualjazz.com.au T: @pablochappo

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Who is your brand

  • 1. WHO IS YOUR BRAND? UNDERSTANDING BRAND ARCHETYPES AND THE PERSONALITY OF YOUR BRAND… Who Is Your Brand? Paul Chappell, 2012
  • 2. BRAND ARCHETYPES An archetype ( /ˈɑrkɪtaɪp/) is a universally understood symbol, term,[1] or pattern of behavior, a prototype upon which others are copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures. http://en.wikipedia.org/wiki/Archetype
  • 3. IN THE BEGINNING… Brand archetypes aren‟t new. In fact, they‟re as old as Gilgamesh and other ancient stories. These narratives began to shape the myths and legends that have been passed on, translated, shared and re- imagined for centuries. They have helped inspire new stories, built on the foundations of rich story and character archetypes that transcend time, borders and cultures. Photo thanks to http://healiganworld2010.blogspot.com.au/ Who Is Your Brand? Paul Chappell, 2012
  • 4. PSYCHOLOGY 101 These stories, told over the centuries, tap deep into our “collective unconscious” as Carl Jung described. It‟s only when we watch Titanic, read a nursery rhyme or share last night‟s dreams that we can identify with these age-old myths and characters. Carl Jung finger puppet can be purchased here http://www.philosophersguild.com/ Who Is Your Brand? Paul Chappell, 2012
  • 5. THE FIRST STEP It‟s no surprise then that brand archetypes are a useful tool for businesses when they are trying to articulate – or differentiate - their brand‟s personality. They have been an incredibly potent weapon for many of the world‟s leading brands as we will see. The first step is to understand the character of each of the 12 main archetypes… and then identify which http://www.flickr.com/photos/niko_si/2512198982/ via photopin.com archetype best suits your brand. Who Is Your Brand? Paul Chappell, 2012
  • 6. TYPES OF ARCHE…TYPES Typically, there are 12 character archetypes that make up a brand archetype canvas. From the wise old Sage, to the Hero, the Explorer, the Lover and the Creator - each of these brand archetypes has an ability to shape a brand‟s story and provide an unfair advantage in the marketplace. Not all brands fit neatly inside one archetype, which is why some brands choose a primary and secondary archetype. http://www.flickr.com/photos/rucken/4398988757/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 7. 1. THE HERO The hero archetype is perhaps the best known of all archetypes. He or she is impossible to miss, usually because they‟re the main character. It‟s Batman, Indiana Jones, Wonder Woman, Rocky, Lara Croft. BRAND ARCHETYPE Typically, brands that assume the Hero archetype are in the business of helping people, of championing a cause or providing unexpected solutions. They are fearless in the pursuit of their goals. These brands focus on consumer segments that have a need they can‟t satisfy themselves, or who want to join a good cause under another banner. Like any Hero, these brands are fallible. Beware the Hero whose words are louder than actions! http://www.flickr.com/photos/stephenpoff/2835635176/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 8. 2. THE CREATOR The Creator is powerful and innovative. They are the champion of their domain, always focused on their task. Their goal is to create something new, and usually something that adds value to others. BRAND ARCHETYPE Creator brands are often found in the disruptive technology and innovation space. They are the pioneers of new stuff, typically having the wherewithal to make a few mistakes but at the same time, able to forge ahead as leaders in their industry. The changes they create aren‟t just 2.0 upgrades – they‟re breakthrough ideas that usually provide unfair advantage. The people who follow these brands are http://www.flickr.com/photos/kwl/5127099146/ via photopin.com considered the early adopters: willing to trial, change, upgrade and advocate the latest products and services. Who Is Your Brand? Paul Chappell, 2012
  • 9. 3. THE OUTLAW The Outlaw doesn‟t make the rules. He breaks „em! Often inspired by revenge or by revolution, the Outlaw sits at the fringe of society, despised by many, but loved by a loyal few. Their purpose is to achieve a better or fairer outcome. Just like Robin Hood, they‟re prepared to break the law as long as they stay true to their moral compass. BRAND ARCHETYPE Brands that imbue the Outlaw archetype usually appeal to a part of society that feel disenfranchised or mistreated. These brands lead the charge on behalf of this community, creating opportunities that the average person would not be able to achieve alone. There is no room for elitism here. The Outlaw brand is about balancing the scorecard, and as long as they play fair, their followers will stay true. http://www.flickr.com/photos/peteradams/2272928740/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 10. 4. THE MAGICIAN The Magician, also known as the Wizard, can sometimes be confused as a Sage. The difference is that the Magician‟s knowledge is focused on a particular interest whereas the Sage knows all. In other words, the Magician knows the How but not necessarily the Why. Magicians have a unique ability to transform one thing into another. This power creates mystery and surprise. BRAND ARCHETYPE Brands that take on the magician archetype are able to surprise and delight their consumers with experiences that provide a sense of escape or empowerment. Their products and services have the power to transform habits, preferences and loyalties. http://www.flickr.com/photos/theshadowknows/3198960592 /via photopin.com Magician brands should always focus on creating magical customer experiences, not using their power to simply transform their bottom line! Who Is Your Brand? Paul Chappell, 2012
  • 11. 5. EVERYDAY GUY Most of us mere mortals would feel most at home with the Everyday Guy/Girl archetype. This character is as reliable as they come. Whilst they may not stand out from the crowd, they are the ones who keep the wheels turning. Positive, attentive and predictable, the Everyday Guy/Girl understands their modest but important role in the world and is happy to pursue it. BRAND ARCHETYPE The Everyday brand is often a quiet achiever, always delivering consistent quality day after day. They may not have a high profile brand, but their customers rely on them to be there for them without fuss or fanfare. http://www.flickr.com/photos/andresthor/3873690817/ via photopin.com Everyday brands need to be careful that they don‟t become complacent or lose their sense of purpose. Who Is Your Brand? Paul Chappell, 2012
  • 12. 6. THE INNOCENT Forrest Gump. Those two words sum up the Innocent archetype perfectly. There is a simplicity and innocence that is endearing and enduring with the Innocent. Sometimes accused of seeing the world through rose coloured glasses, the Innocent actually has a strong moral code that they adhere to without fail. They naturally trust others because they believe in the goodness of people, even though this can be easily manipulated. BRAND ARCHETYPE There is a strong attraction to Innocent brand archetypes for those who believe in the goodness of others. These brands can be very alluring because they reinforce the goodness of „humanity‟. There is also a sense of romance about brands who see the world as a happy place. http://www.flickr.com/photos/sam-wood/3215822135/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 13. 7. THE JESTER Also known as the Joker or Fool, the Jester is quick-witted and irreverent. But the fool should never be underestimated! The jester‟s power is his ability to question others without confrontation. Their role is to question habits, traditions and status quo – the things that most people either take for granted or accept without question. Essentially they are change agents who go about their work under the radar. BRAND ARCHETYPE Jester brands appeal to consumers who like to challenge convention – or have their own conventions challenged. They work well in issue- rich territories where they can highlight problems without being confrontational or aggressive. They can be very effective at affecting change in a positive way. http://www.flickr.com/photos/61961870@N00/709942314/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 14. 8. THE LOVER It‟s like falling in love all over again! The Lover is high on passion and romance but understands little – or cares little – about the rational, logical things in life. There is a deep commitment to relationships and a high level of intimacy that the Lover seeks. Left alone, the Lover will wilt and die, unable to bear the loneliness and silence. BRAND ARCHETYPE Brands that assume the Lover archetype are in the business of relationships. They are often service-led businesses that aim to bring people together in a fun and mutually-beneficial way. Lover brands focus on emotional benefits rather than functional benefits. http://www.flickr.com/photos/toymaster/477394848/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 15. 9. THE RULER If you had an appointment with the Godfather, you would know the power and fear that the Ruler possesses. The shaking in your boots would give it away! The Ruler seeks power and control. Their mission is to create happiness but their means of achieving it can be ruthless. BRAND ARCHETYPE Ruler brands sit at the top of the food chain. They usually possess a lot of heritage in their category and have risen to the top with conviction and purpose. These brands usually own a high-status product or service, and being the leader of the pack, these brands offer a great sense of security and stability. Sometimes their power can also be their undoing, http://www.flickr.com/photos/rhyick/4750313718/ via photopin.com losing the ability to react quickly to change and being overthrown by younger innovative brands. Who Is Your Brand? Paul Chappell, 2012
  • 16. 10. THE SAGE Oh Wise one… tell me what I should do? The all-knowing Sage can see things most ordinary people can‟t. As they say, wisdom is not just about knowing things, it‟s about understanding them and this is the Sage‟s skill. Always willing to offer advice and mentor those who seek knowledge, the Sage is empowered by giving – not hiding his wisdom. BRAND ARCHETYPE Any brand that helps consumers understand or gain knowledge about particular subjects fits into the Sage archetype. Research institutes, news services, education facilities and legal services are often using the Sage archetype to define their brand. http://www.flickr.com/photos/kanelstrand/3512215395/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 17. 11. THE EXPLORER The Explorer is never idle. To find meaning in the world, they know they must go in search of it. Unlike Adventurers, Explores want to understand the meaning of their purpose rather than just seek high thrills. Learning and knowledge are the two main pursuits of Explorers, and for most, finding the answer is just the start of the next journey. BRAND ARCHETYPE Explorer brands aren‟t content to just „be‟. They are constantly seeking more understanding of the world they live in, and they often challenge their customers as well. This restless pursuit is like honey to a bee for many consumers who like to take a challenge head-on. Boredom is worse than death for Explorer brands which is why many of these brands break though with new products, services and technology. http://www.flickr.com/photos/michaeldreves/4551996649/ via photopin.com Who Is Your Brand? Paul Chappell, 2012
  • 18. 12. THE CAREGIVER Putting the needs of others before their own is a very typical trait of Caregivers. Their role in life is to protect and care for others, tapping into their deep wells of compassion and generosity. Any parent will understand the almost automatic role of the Caregiver, placing their child‟s needs first and only attending to their own once the child is happy again. BRAND ARCHETYPE Brands that offer a sense of nurturance and care will do well adopting the Caregiver archetype. Not-For-Profits and community focused organisations are obvious examples of Caregiver brands, however certain consumer brands such as baby care and financial services for the elderly http://www.flickr.com/photos/selva/793550/ via photopin.com can also assume this brand archetype. Who Is Your Brand? Paul Chappell, 2012
  • 19. BRAND ARCHETYPES AND THEIR INFLUENCE ON CONTENT One of the benefits of employing brand archetyping is not just in delivering a clear and easy-to-understand brand identity, but it also helps to shape a brand‟s content strategy. When your brand claims to be the Robin Hood of the industry, it makes it incredibly easy for customers to identify with the story of your brand and what you stand for… or in Robin‟s case, what you won‟t stand for! http://www.flickr.com/photos/tom-margie/1546045630// via Photopin Who Is Your Brand? Paul Chappell, 2012
  • 20. BRAND ARCHETYPES AND THEIR INFLUENCE ON CONTENT Applying this brand archetype to your content strategy gives your business a ready-to-roll platform from which you can deliver fresh and compelling stories that truly resonate with your audience. Why? Because framing your brand and your marketing efforts around the construct of an archetype creates a believable, meaningful brand story that http://www.flickr.com/photos/jeffsmallwood/4740428924/ via Photopin determines not only what your business says, but what it does, from the CEO down to the delivery guy. Who Is Your Brand? Paul Chappell, 2012
  • 21. BRAND ARCHETYPES AND THE PERSONAL BRAND Richard Branson (Virgin) has built an empire playing the role of Robin Hood – breaking all the rules and reinventing the way business is done. Steve Jobs (Apple) was convincing as the Magician, turning technology into a sexy word and delivering the business out of debt to become the world‟s biggest company. http://www.flickr.com/photos/linniekin/527617055/ via photopin.com In these instances, their personal brand has been the living essence of the brand itself. Interestingly, each one of these brands lives up to its brand identity every day, in every way. Who Is Your Brand? Paul Chappell, 2012 http://www.flickr.com/photos/cogloglab/6216048568/ via photopin.com
  • 22. BRAND ARCHETYPES KEEPING IT REAL But as we know, talk is cheap. If your brand doesn‟t deliver on its promise, if it cannot live up to what it claims to be and what it stands for, it won‟t take long at all for your customers to drop your brand for one that is authentic. Many good brands with good intentions have been swept up and tossed into the dustbin of irrelevance. Intent is only worthwhile when it is acted upon. Remember, creating a brand archetype is the process of identifying human characteristics that fit your brand‟s disposition in the marketplace. Choose an archetype that is true to your brand‟s heritage and worthy of http://www.flickr.com/photos/mel7ares/4453889852/ via photopin.com following into the future. Who Is Your Brand? Paul Chappell, 2012
  • 23. BRAND ARCHETYPES IN THE DIGITAL ERA For the swarms of brands entering or championing the digital space, brand archetyping can have a profound impact on the user journey and experience. The revelation of your brand story along the various digital and traditional touch points of your business can create an unfair advantage in your industry. A compelling brand archetype enables the brand story to be delivered consistently and compellingly. Coke has re-engineered its entire digital presence to deliver the story of Happiness. Coke sees a sale as a “transfer of enthusiasm” http://advertising-age.blogspot.com.au This isn‟t just talk. This is happening! Who Is Your Brand? Paul Chappell, 2012
  • 24. BRAND ARCHETYPES DISCOVER YOUR DNA Businesses should take care in choosing the right brand archetype, particularly if the brand is firmly established. It has implications down the line if the brand wants to reposition or refresh. Most brands will feel a pull towards the archetypes that reflect their current values and positioning, and that makes it easier to select the primary and secondary (yes you can have two) archetypes to pursue. If your brand is in the midst of a revitalisation process, then it would be worthwhile spending time acquainting yourselves with all the archetypes to find which ones resonate most with your brand vision. Who Is Your Brand? Paul Chappell, 2012
  • 25. BRAND ARCHETYPES WHO IS YOUR BRAND? So, are you ready? Can your Hero Creator Outlaw business build a story around a brand archetype that you can live and breathe on a daily basis? Wizard Everyday Guy Innocent If you think that there‟s a Hero inside, or you‟re ready to break all the rules and ride off with your posse to take on the Jester Lover Ruler world like the Outlaw you truly are, it might be time to explore your brand archetype! Sage Explorer Carer Who Is Your Brand? Paul Chappell, 2012
  • 26. ABOUT THE AUTHOR Paul Chappell is Content Director at Visual Jazz Isobar in Melbourne, Australia. When he‟s not working on client projects, he writes feature film screenplays and finds interesting things to do in the social innovation space. E: pchappell@visualjazz.com.au T: @pablochappo

Hinweis der Redaktion

  1. NIKE, RED CROSS, OLYMPICS (SUPERMAN)
  2. Harley Davidson, Virgin (Zoro)
  3. LANCOME, MASTERCARD (MARY POPPINS)
  4. VB, Snickers, Four’n’Twenty (tom hanks)
  5. IKEA, McDonalds, Cadbury, Dairy Farmers (mickey mouse)
  6. PEPSI, BUD LIGHT (RIVE MCMANUS / MIKE MYERS)
  7. ALFA ROMEO, HAAGEN-DAZS
  8. BLACKMORES, CNN, THE ECONOMIST, (EINSTEIN)
  9. JEEP, PADDY PALIN, NAT GEO, LAND ROVER (STAR TREK)
  10. BAND AID, AMNESTY INTERNATIONAL, VOLVO (MOTHER TERESA)