{"id":21593,"date":"2019-02-14T13:31:18","date_gmt":"2019-02-14T13:31:18","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/blog\/what-are-brand-archetypes\/"},"modified":"2019-02-14T13:31:18","modified_gmt":"2019-02-14T13:31:18","slug":"what-are-brand-archetypes","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/what-are-brand-archetypes\/","title":{"rendered":"What Are Brand Archetypes?"},"content":{"rendered":"

Jungian Archetypes<\/strong><\/h2>\n

Successful brands always have a very strong sense of identity. They understand who they are, what they want to achieve, but also the aspirations and the hopes of their customers. But if you\u2019re a small business, trying to figure out who you are can be both difficult and costly. This need not be the case though with a little bit of armchair psychology and a lot of adverts.<\/p>\n

You might notice that in films and television programmes we see the same characters. The hero, the villain, the lover\u2026 they pop up all the time in popular culture. Swiss psychologist Carl Jung believed that these characters are instantly familiar to us because they are instinctive, primal associations – a part of a \u2018collective unconscious\u2019 that we human beings all share.<\/span><\/p>\n

These familiar character types are called Jungian archetypes. <\/span><\/p>\n

We specialise in working with businesses to work out what personality – and which archetype – your business fits with, based on your ideologies, and your target audiences personalities. We then work with those businesses to create an identity and a strategy<\/a> that matches and appeals.<\/span><\/p>\n

Here are the top branding archetypes:<\/span><\/p>\n

The Innocent<\/h2>\n

(aka The Dreamer, The Romantic)<\/span><\/i><\/p>\n

\"Coca<\/a><\/p>\n

The main, core desire of The Innocent is to be happy and to be free. Their biggest fear is doing something wrong and getting punished for that. Think of movie characters like Wall-E. They are enthusiastic, honest and optimistic. The Innocent customers prefer simple, straight-talking advertising that doesn\u2019t mess about. They are drawn to brands who are naturally optimistic.<\/span><\/p>\n

Brands that fit The Innocent archetype include:<\/span><\/p>\n

Innocent Smoothies, McDonald’s, Original Source water.<\/span><\/p>\n

https:\/\/www.youtube.com\/watch?v=x_HMrOd2_QI<\/a><\/p>\n

The Innocent Smoothie advert uses funny imagery with straight forward language. This is especially crafted to appeal to innocent customers. It makes them feel good. <\/span><\/p>\n

The Hero<\/b><\/h2>\n

(aka The Warrior)<\/span><\/i><\/p>\n

\"Adidas<\/a><\/p>\n

The main motivating factor for The Hero is to prove their worth. Their greatest fears are weakness and failure. Think of a person like Michael Jordan. They are determined and brave but can be arrogant and aggressive in nature. They want to triumph, and actively promote this. They believe they are superior to the competition.<\/span><\/p>\n

Brands that fit The Hero archetype include:<\/span><\/p>\n

Duracell, Nike, Apple<\/span><\/p>\n