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The meaning of a brand is its most precious and irreplaceable asset. In fact, it is just as important as its function or even more because the meaning is what tells the consumers “this feels right” or “this is for me” creating an emotional affinity.

In this way, there are some universal patterns that reside in the collective unconscious of all human beings beyond any culture or temporality. These models are called archetypes and they can be considered as the heart of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way. They have a relationship with it. They care about it.

The archetypical theory of Carol Pearson provides a sound and proven methodology to establish a memorable and compelling brand identity. One that can withstand the test of time, cross-lifestyle, and cultural boundaries and translate into a success that endures.

Each archetype helps to define a model of brand personality and mediate between products and customer motivation by providing an intangible experience of meaning.

All archetypes around the world are basically expressions of the inner human drama, which have been experienced at different stages in people´s life. When people adopt these expressions, they help us create enduring brand personalities that evoke meaning to customers, achieving a relationship of loyalty between brand and customer, as well as a distinction from its competition.

If the archetype of a brand is used correctly, it is possible to create an effective communication, evoking a story or a concept, provoking the instinctive recognition of the viewer of some fundamental and recognizable truth. 

The reason by which the archetypes are so durable, it is because they reflect our inner realities and struggles. They portray the fulfillment of basic human desires and motivations. They liberate feelings and deep yearnings, and at the same time, they also invite people to satisfy them.

Currently, there are twelve archetypes which are gathered in four groups in accordance with basic human needs and motivations.

  1. Stability and control

Creator: Their goal is to be remembered and to develop artistic skills. They are creative and imaginative with the potential and initiative to bring out the best of themselves making it reality. Their weakness is that they are too perfectionist, and they have the mission to create something new.

Motto: “If it can be imagined, it can be created.”

Exemple: Apple “Creativity goes on

Caregiver: Their mission is to help and take care of others, they treat everyone the way they want to be treated. They are protective, and they have a moral sense, as well as a sense of responsibility for the care and wellbeing of others. They do not like selfishness and ingratitude. Their weakness is that people take advantage of them.

Motto: “Love your neighbor as yourself.”

Exemple: Nestlé, leche Nido “Gracias mamá

Ruler: Power is everything. Their goal is to succeed in what they do, and they do not accept failure. Their mission is to exercise control organizing, unifying, and harmonizing their social environment to their convenience. Their weakness is authoritarianism. 

Motto: ‘‘Power isn’t everything. It’s the only thing.’’

Exemple: Mercedes Benz “The king of the urban jungle

2. Belonging and enjoyment

Regular guy: They have the mission of just be themselves. Their goal is to belong because they are afraid to be left out. They have been hurt whereby they prefer safety. They are realistic, empathic, and they desire to connect with others.

Motto: “All men and women are created equal.”

Exemple: Dove “ Beauty in your own terms

Lover: They look for their other half to fill in a gap and the unity with the people around them. Their mission is to find and to give love. They dream about a better world and they are afraid of loneliness.

Motto: “Follow your heart”

Exemple: Pandora “Show her that you know her

Jester: Their mission is to have a great time and they wish to enjoy the moment as much as possible. They are joyful and funny. They do not like boredom and their weakness is to fall into frivolity and to lose time.

Motto: “You only live once”

Exemple: Pepsi “Lavandería

3. Mastery and Risk

Hero: Their mission is to be brave, to improve themselves, and to make the world a better place with extraordinary actions. They are always willing to prove their braveness. Their biggest fear is vulnerability and their weakness is boredom.

Motto: “Where there’s a will, there’s a way.”

Exemple: Nike “ Dream crazier

Outlaw: They want to destroy whatever does not work for them, they are the revolution and they love their radical freedom. They are afraid of being helpless and inefficient.

Motto:“Rules are meant to be broken.”

Exemple: Harley Davidson

Magician:  They try to understand the mysteries of the universe and the dark side of the world in order to change it and make it useful. Their goal is to make dreams come true.

Motto: “Make things happen”

Exemple: Master Card “Priceless

4. Independence

Innocent: Their purpose is to be happy; they are confident and naïve. They always want to do things right and follow rules because they are afraid of being punished. They cannot stand boredom and they are too optimistic.

Motto: “Free to be true ourselves”

Exemple: Coca Cola “Reasons to believe

Explorer: They always pursue freedom to be able to discover new things and happiness. They cannot stand boredom and they are always in search of their next adventure. They are willing to experiment with an authentic world and a fulfilled life. They are afraid of stagnating; they are ambitious and independent.

Motto: “Don’t Fence Me In.”

Exemple: Jeep “Jurassic Jeep

Sage: They try to comprehend the world, its environment, and the laws of the universe. They are analytical and aware. Their weakness is that they do have the information and the knowledge, but they do not use it to take action.

Motto: “The truth will set you free”

Exemple: Google “Thank you teachers

Finally, when brands select an archetype that suits their mission, vision, and values and express it clearly, they inspire loyalty obtaining better outcomes. They achieve that their consumers identify themselves with them. The consumers feel there is finally a brand that worries about them giving sense to their lives in an interesting manner. Therefore, at Business Fishers, we help our clients to create, improve, discover, or adapt an archetypal brand personality, making them convey their value proposition and making their audience fall in love with it.