Sure, here's an expanded version of your article with added detail under each archetype, including key aspects, pros and cons, and examples of brands that fit within each archetype.
We use stories to make sense of our world and to share that understanding with others.” —Frank Rose, Wired
Since the beginning of our existence as social creatures, humans have used storytelling to translate meaning into our lives. Many anthropologists believe storytelling emerged as a means of survival and evolved to share values socially.
Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, says that people remember information when it is weaved into narratives “up to 22 times more than facts alone.”
In fact, storytelling is such a strong drive within us that we tend to create stories where none exist.
In a 1944 study conducted by Fritz Heider and Marianne Simmel at Smith College, 34 college students were shown a short film in which two triangles and a circle moved across the screen and a rectangle remained stationary on one side of the screen. When asked what they saw, 33 of the 34 students anthropomorphized the shapes and created a narrative: The circle was “worried,” the “little triangle” was an “innocent young thing,” the big triangle was “blinded by rage and frustration.” Only one student recorded that all he saw were geometric shapes on a screen.
Humans are inclined to see narratives where there are none because it can afford meaning to our lives, a form of existential problem-solving. —The Atlantic
So it is a logical connection that the greatest brands harness the power of storytelling. Close your eyes and think about a brand that you really enjoy using.
Okay now open your eyes. Hopefully, you are still reading. Why is that brand one of your favorites? I bet if you dig deep into the "why", it's because it tells a story that reflects something that is important to you. You want to be part of their narrative. Maybe you want to be a hero and triumph over your workouts in Nike shoes. Or maybe you like that Blue Apron makes you take time out of your hectic day to cook a meal, reflecting your chef-like skills while you get to partake in a sustainable lifestyle. No matter what brand you thought of, it's meaningful to you because you identify with the values of the narrative and it brings meaning to your life when you use that brand.
Looking at brand through the lens of storytelling can help give you a north star to guide you. Just knowing that each touchpoint is part of a larger narrative will help you weave a story your customers will want to be part of. But what are some tangible steps you can take to start telling a story with your brand?
One exercise I like to use when I am running a brand workshop is choosing a brand Archetype. In storytelling, there are 12 character Archetypes that every character can be distilled into.
The Creator
Key Aspects: Creative, imaginative, innovative, expressive, driven to make something new. The Creator seeks to master their craft and is often seen as an artist or visionary.
Pros:
- Appeals to customers who value originality and authenticity
- Promotes innovation and creativity, helping brands stay ahead of trends
- Can build a loyal following of like-minded customers who value self-expression
Cons:
- Risk of overcomplicating products or services in the pursuit of innovation
- May struggle to communicate value in a straightforward way, with the creator at the core not the product
Example Brands:
- LEGO: Encourages creativity in children and adults alike, offering endless possibilities for building and design
- Apple: Known for its emphasis on design and innovation, constantly pushing boundaries to create new, user-centric products
The Ruler
Key Aspects: A natural leader, seeks control and stability. The Ruler archetype values order, security, and success. They are often seen as authoritative figures who guide others.
Pros:
- Appeals to customers who seek reliability and competence
- Builds trust by offering expertise and control
- Helps create a premium, aspirational image for the brand
Cons:
- Can come across as overly controlling or authoritarian
- May alienate customers who value freedom or creativity
- Struggles with more informal, relaxed branding styles
Example Brands:
- Rolex: Represents luxury, precision, and status, commanding respect and admiration.
- Mercedes-Benz: Known for its authoritative presence in the luxury car market, symbolizing success and quality.
The Hero
Key Aspects: Courageous, determined, and often overcoming obstacles to achieve a goal. The Hero archetype thrives on challenges and achieving excellence.
Pros:
- Inspires customers to be their best selves, fostering loyalty and motivation
- Appeals to people who admire strength, ambition, and resilience
- Often associated with empowerment and performance
Cons:
- Risk of appearing too aggressive or competitive
- May focus too heavily on achievement and overlook other brand aspects, such as community or empathy
- Common pitfall that the customer is the real hero, not the brand
Example Brands:
- Nike: Famous for their "Just Do It" campaign, Nike encourages individuals to overcome challenges and perform at their peak.
- Red Bull: Represents energy, adventure, and daring, often associated with extreme sports and overcoming limits.
The Outlaw
Key Aspects: Rebellious, independent, and anti-establishment. The Outlaw seeks to break the rules and challenge the status quo. They often aim to change the world for the better.
Pros:
- Appeals to customers who feel marginalized or want to rebel against societal norms
- Can build a strong sense of community of first-movers and innovators
- Perfect for disrupting industries and standing out from competitors
Cons:
- Can alienate customers who prefer stability and tradition
- Risk of being perceived as too extreme or controversial
- May struggle with mainstream adoption due to their rebellious nature
Example Brands:
- Harley-Davidson: The quintessential outlaw brand, representing freedom, rebellion, and non-conformity.
- Diesel: Known for its edgy, rebellious attitude, Diesel challenges fashion norms and conventions.
The Sage
Key Aspects: Knowledgeable, thoughtful, and always seeking wisdom. The Sage archetype values intelligence, education, and sharing knowledge to make the world a better place.
Pros:
- Attracts customers who value expertise, learning, and intellectual growth
- Can position the brand as a thought leader in its field
- Builds credibility and trust by focusing on providing valuable insights
Cons:
- Can be perceived as distant or overly intellectual, making it harder to connect emotionally with customers
- Risk of alienating customers who want simplicity or practical solutions over knowledge
- May appear as overly serious or pedantic
Example Brands:
- Google: Constantly innovating in the realm of information and knowledge, Google represents intelligence and accessibility of information.
- TED Talks: The Sage archetype is central to TED’s brand, promoting education, inspiration, and the exchange of ideas.
The Innocent
Key Aspects: Optimistic, pure, and striving for simplicity. The Innocent archetype values simplicity and goodness, often seeking to create a peaceful, stress-free environment.
Pros:
- Appeals to customers seeking peace, simplicity, and authenticity
- Evokes feelings of nostalgia and warmth, making the brand feel safe and reassuring
- Often used for brands targeting families or products with a wholesome reputation
Cons:
- Can be seen as naïve or too idealistic
- May struggle to stand out in a competitive, complex market
- Risk of appearing boring or lacking depth
Example Brands:
- Coca-Cola: With its emphasis on happiness and togetherness, Coca-Cola has often used the Innocent archetype to evoke joy and simplicity.
- Disney: Famous for promoting magical, innocent experiences that cater to families and children.
The Magician
Key Aspects: The Magician is centered around innovation, transformation, and vision. Often seen as a charismatic leader or an entrepreneurial spirit, the Magician is driven by the desire to make dreams a reality. This archetype is also linked to spiritual or mystical attributes and is seen as someone who can unlock new potentials and empower others to transform
Pros:
- Inspires awe and wonder, leading to a sense of possibility and potential
- Attracts customers seeking innovation, transformation, and personal growth
- Builds loyalty by positioning itself as a brand that can provide life-changing experiences or revolutionary products
Cons:
- Can be perceived as elusive or too abstract for customers who need clear, practical solutions
- May face skepticism if promises are seen as ungrounded or unrealistic
- Risk of focusing too much on vision without delivering tangible results
Example Brands:
- Tesla: Representing groundbreaking innovation and pushing the boundaries of what’s possible in the automotive and energy sectors
- Apple: Known for transforming industries with revolutionary products like the iPhone, iPad, and Mac, Apple exemplifies the Magician archetype through its visionary approach to technology
The Regular Guy/Gal
Key Aspects: The Regular Guy/Gal is down-to-earth, relatable, and simply wants to fit in. They prefer simplicity and authenticity, offering a friendly and approachable brand experience. Their goal is to meet people where they are, providing straightforward, no-nonsense solutions
Pros:
- Appeals to customers looking for reliability, simplicity, and authenticity
- Builds trust by presenting itself as accessible and grounded
- Strong potential for word-of-mouth marketing, as this archetype fosters community and relatability
Cons:
- Can be seen as too average or uninspiring, especially in competitive or luxury markets
- Might struggle to differentiate itself in crowded markets, as it avoids standing out
- Risk of being overlooked or undervalued by customers seeking something more aspirational or unique
Example Brands:
- IKEA: The brand has built its identity on being affordable, practical, and accessible, aiming to offer simple solutions for everyday living
- Walmart: Known for its value-driven, no-frills approach to retail, Walmart embodies the Regular Guy/Gal archetype with a focus on customer convenience and affordability
The Lover
Key Aspects: The Lover is centered on passion, relationships, and intimacy. This archetype is driven by a deep desire for connection and beauty, often seeking to build strong emotional ties with others. The Lover is constantly searching for experiences that evoke deep emotions and feelings of belonging
Pros:
- Creates strong emotional bonds with customers, fostering loyalty and repeat business
- Appeals to customers who value aesthetics, luxury, and emotional connection
- Often associated with brands that prioritize personalized experiences, quality, and indulgence
Cons:
- Can be seen as overly sentimental or superficial in certain contexts
- Might struggle to appeal to more pragmatic or utilitarian customers
- Risk of being overly niche, limiting market appeal to those seeking deep emotional or sensory experiences
Example Brands:
- Chanel: Embodying the essence of beauty, sophistication, and exclusivity, Chanel connects with customers through emotional and aesthetic experiences
- Victoria’s Secret: Focuses on sensuality, confidence, and romanticism, appealing to customers seeking intimacy and beauty in their purchases
The Jester
Key Aspects: The Jester archetype thrives on humor, fun, and breaking conventions. This brand archetype seeks to entertain, lighten the mood, and bring joy to others. They often embrace playfulness, spontaneity, and experimentation, creating a carefree and lively brand identity
Pros:
- Brings levity and fun to the customer experience, which can make a brand memorable and relatable
- Can stand out in markets that are overly serious or complex
- Encourages customers to embrace a sense of joy and freedom, making interactions with the brand feel more engaging
Cons:
- May not be taken seriously, especially if the brand’s humor doesn’t resonate with the target audience
- Risk of alienating customers who seek more serious, straightforward, or professional branding
- Can be perceived as too whimsical or trivial, lacking depth or substance
Example Brands:
- Old Spice: Known for its humorous and quirky advertisements, Old Spice takes a playful approach to advertising, making the brand fun and memorable
- M&M’s: With its use of colorful characters and playful campaigns, M&M’s makes snacking a light-hearted experience and brings humor to its brand messaging
The Caregiver
Key Aspects: The Caregiver is driven by compassion, empathy, and a strong desire to help others. This archetype focuses on nurturing, supporting, and protecting, aiming to create a sense of security and comfort. Caregiver brands typically appeal to customers who value reliability, community, and care
Pros:
- Builds trust and loyalty through genuine concern for the well-being of others
- Appeals to customers who value relationships and service over price or product features
- Often fosters a sense of community and belonging by positioning itself as a protector and helper
Cons:
- Can be seen as overly nurturing or “motherly,” which may alienate customers seeking more independent or self-sufficient solutions
- Might struggle to be perceived as innovative or aspirational, as it tends to focus more on support and care
- Can be overly focused on helping others at the expense of creating a strong, unique identity
Example Brands:
- Johnson & Johnson: As a brand, Johnson & Johnson has built its reputation on trust and care, particularly in the health and wellness sector
- TOMS: Known for its One for One program, TOMS is dedicated to giving back and helping those in need, emphasizing its role as a compassionate and charitable brand
Much more in-depth descriptions can be found in this book.
Once you've decided on which Archetype your brand best fits within, write down some of the major touchpoints your brand has with customers. It helps to put them on a whiteboard and a few others to help brainstorm. Now take post-its and write down ideas of ways to reflect your brand archetype during those touchpoints. It could be through the visual language, the tone of the copy you use, or even the medium you choose.
