{"id":7515,"date":"2024-01-14T19:20:58","date_gmt":"2024-01-14T08:20:58","guid":{"rendered":"https:\/\/www.pixeld.com.au\/?p=7515"},"modified":"2024-01-18T15:48:44","modified_gmt":"2024-01-18T04:48:44","slug":"the-12-brand-archetypes-and-what-they-mean-for-your-business","status":"publish","type":"post","link":"https:\/\/www.pixeld.com.au\/the-12-brand-archetypes-and-what-they-mean-for-your-business\/","title":{"rendered":"The 12 brand Archetypes and what they mean for your business"},"content":{"rendered":"\n<p>We all have brands we really connect with. Those brands that just \u2018get\u2019 us. Well, that\u2019s not by chance. In fact, it\u2019s a very purposeful marketing strategy designed to connect us with brands through emotion and personality. The foundation of this strategy is based on the 12 brand archetypes. In short, the archetypes allow businesses to take on human characteristics based on their brand identity and values to create a connection with their target market.<\/p>\n\n\n\n<p>Usually, the relationship between business and consumer is transactional &#8211; someone pays money for a product or service. The problem with this is that it doesn\u2019t evoke any brand loyalty or a drive to buy again, outside of that person\u2019s impression of the product. But when brands take on human characteristics using the 12 archetypes, they can connect with that same audience on a much deeper, emotional level. The market starts relying on those brands for things like inspiration, information or affirmation. And of course, they\u2019re way more likely to purchase their products because of it.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1000\" data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh.jpg\" alt=\"\" class=\"wp-image-7520 lazyload\" data-srcset=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh.jpg 1500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-300x200.jpg 300w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-1024x683.jpg 1024w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-768x512.jpg 768w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-500x333.jpg 500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-800x533.jpg 800w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-1280x853.jpg 1280w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-60x40.jpg 60w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-110x73.jpg 110w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-600x400.jpg 600w\" data-sizes=\"(max-width: 1500px) 100vw, 1500px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1500px; --smush-placeholder-aspect-ratio: 1500\/1000;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1000\" src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh.jpg\" alt=\"\" class=\"wp-image-7520\" srcset=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh.jpg 1500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-300x200.jpg 300w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-1024x683.jpg 1024w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-768x512.jpg 768w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-500x333.jpg 500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-800x533.jpg 800w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-1280x853.jpg 1280w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-60x40.jpg 60w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-110x73.jpg 110w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/nike-swoosh-600x400.jpg 600w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/><\/noscript><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>Think about Nike. Immediately you think about how much they inspire people to be, and do, better. They\u2019re your biggest cheerleader on a track or in a pool or wherever else you\u2019re trying to beat your personal best. That\u2019s because they\u2019ve taken on &#8216;The Hero&#8217; brand archetype.<\/p>\n\n\n\n<p>This archetype is<\/p>\n\n\n\n<ul>\n<li>courageous,<\/li>\n\n\n\n<li>confident and<\/li>\n\n\n\n<li>ever-positive.<\/li>\n<\/ul>\n\n\n\n<p>And people buy into Nike because those characteristics appeal to a deep part of themselves. For them, Nike is not just a sporting goods company. It\u2019s their inspiration to get out of bed and go and exercise. It\u2019s their motivation to push themselves. And it\u2019s their affirmation, someone who\u2019s always there to tell them they can \u2018just do it\u2019, no matter what \u2019it\u2019 is.<\/p>\n\n\n\n<p>Brand archetypes are an effective way of attracting more people to a brand, creating strong connections with them, and ensuring that those people become lifelong customers. Now, let\u2019s get into exactly what the archetypes are and how they work so well.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Do brand archetypes work?<\/h2>\n\n\n\n<p>If the product is the \u2018what\u2019, a brand\u2019s archetype is the why. And it is the \u2018why\u2019 that drives loyalty. If a brand tried appealing to its market\u2019s rational mind by speaking about its product, the market would immediately start to weigh up whether it was a good product or not. But by appealing to their emotions, the brand is able to connect with their market by connecting their characteristics with the market\u2019s characteristics.<\/p>\n\n\n\n<p>Now, instead of selling something to a market, they\u2019re almost\u2026 friends with them. And the more the brand leans into this approach, the tighter that friendship becomes. Until the two are so close that they\u2019re family, and that person is a customer for life. Brand archetypes are effective because they allow a deeper connection to form between the brand and its audience &#8211; rather than a simple transactional connection (the market simply paying money for a product or service).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Where do brand archetypes come from?<\/h2>\n\n\n\n<p>We owe our knowledge of brand archetypes to the brilliant Swiss psychiatrist, Carl Jung. He unveiled his personality archetypes way back in 1919, laying the foundation for what we now call the 12 brand archetypes.<\/p>\n\n\n\n<p>Jung&#8217;s theory revolves around the idea that every human possesses a dominant trait that shapes their behaviour, desires, values, and motivations. These traits are like the building blocks of our personalities.<\/p>\n\n\n\n<p>What&#8217;s fascinating is that these very &#8216;archetypes&#8217; were not limited to individuals alone. Brands can adopt them too! Businesses can tap into these archetypes to craft brand personalities that strike a personal and emotional chord with their target audience. It&#8217;s like understanding the DNA of human behaviour and then using it to create brands that resonate deeply with people.<\/p>\n\n\n\n<p>Now, let&#8217;s explore the 12 archetypes and their unique characteristics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Brand Archetypes<\/h2>\n\n\n\n<p>There are 12 brand archetypes. They cover the spectrum of characteristics, from excited to formal to warm and fuzzy. In most cases, brands have a leading archetype and a secondary one. This is because, like people, most brands can\u2019t be defined by a single archetype.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-15.svg\" alt=\"\" class=\"wp-image-7614 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-15.svg\" alt=\"\" class=\"wp-image-7614\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Innocent<\/h3>\n\n\n\n<p>The Innocent\u2019s goal is to be happy. These brands strive to be good, pure, and optimistic. They are big on being moral, they keep it simple and they are romantic and loyal.<\/p>\n\n\n\n<p>By taking on this archetype and communicating to your market accordingly, you\u2019ll be seen as trustworthy, reliable and honest. These brands are associated with morality and connect with their audience through their shared good virtues.<\/p>\n\n\n\n<p>Coca-Cola is the perfect example of The Innocent archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-07.svg\" alt=\"\" class=\"wp-image-7606 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-07.svg\" alt=\"\" class=\"wp-image-7606\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Citizen<\/h3>\n\n\n\n<p>These brands exist to connect and belong with others. They are down-to-earth, supportive and faithful, folksy. Many of these brands are seen as the \u2018person next door\u2019. The Regular Guy or Gal instils a sense of belonging into their market, they connect with people by offering a sense of belonging and common ground.<\/p>\n\n\n\n<p>IKEA is the perfect example of The Citizen archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-06.svg\" alt=\"\" class=\"wp-image-7605 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-06.svg\" alt=\"\" class=\"wp-image-7605\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Hero<\/h3>\n\n\n\n<p>The hero exists to improve the world and themselves. This archetype is bold, courageous, honourable, strong, confident and inspirational. These types of brands inspire their markets to do better, and connect with them through a shared need to make a positive and lasting mark on the world.<\/p>\n\n\n\n<p>Nike is the perfect example of the Hero archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-10.svg\" alt=\"\" class=\"wp-image-7609 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-10.svg\" alt=\"\" class=\"wp-image-7609\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Outlaw<\/h3>\n\n\n\n<p>The Outlaw is all about breaking the rules, disrupting and challenging the status quo. These brands are rebellious, wild, maverick and pave the way for change in the world. They connect with their audience through a shared need to change or challenge how people do things.<\/p>\n\n\n\n<p>Harley-Davidson is the perfect example of The Outlaw archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-08.svg\" alt=\"\" class=\"wp-image-7607 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-08.svg\" alt=\"\" class=\"wp-image-7607\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Explorer<\/h3>\n\n\n\n<p>The Explorer finds fulfilment in curiosity, discovery and new experiences.<\/p>\n\n\n\n<p>These brands are restless, adventurous, ambitious and pioneering. They connect with their market through their shared need to take risks and explore.<\/p>\n\n\n\n<p>Jeep is the perfect example of The Explorer archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-17.svg\" alt=\"\" class=\"wp-image-7616 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-17.svg\" alt=\"\" class=\"wp-image-7616\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Creator<\/h3>\n\n\n\n<p>These brands live to create new things that hold meaning and value. The Creator is creative, imaginative, artistic and inventive.&nbsp; They connect with people through a shared need to express themselves and their creativity.<\/p>\n\n\n\n<p>Lego is the perfect example of The Creator archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-14.svg\" alt=\"\" class=\"wp-image-7613 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-14.svg\" alt=\"\" class=\"wp-image-7613\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Ruler<\/h3>\n\n\n\n<p>The ruler seeks control and has the need to create order from chaos. These brands are leaders, they are responsible, organised and want to be seen as role models. They aim to help create more stability and security in a chaotic world.<\/p>\n\n\n\n<p>Microsoft is the perfect example of The Ruler archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-13.svg\" alt=\"\" class=\"wp-image-7612 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-13.svg\" alt=\"\" class=\"wp-image-7612\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Magician<\/h3>\n\n\n\n<p>These brands exist to make dreams come true. They live to create something special and memorable. The Magician is charismatic, imaginative and idealistic, connecting to an audience through a shared need to inspire change and transform people\u2019s worlds.<\/p>\n\n\n\n<p>Apple is the perfect example of The Magician archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-09.svg\" alt=\"\" class=\"wp-image-7608 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-09.svg\" alt=\"\" class=\"wp-image-7608\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Lover<\/h3>\n\n\n\n<p>The Lover aims to create intimacy and inspire a sense of love. These brands are passionate, intimate, romantic, warm and committed.<\/p>\n\n\n\n<p>They connect with their audience by helping them feel appreciated, and like they belong to something deep, personal and meaningful.<\/p>\n\n\n\n<p>Lindt Chocolate is the perfect example of The Lover archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-10 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-11.svg\" alt=\"\" class=\"wp-image-7610 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-11.svg\" alt=\"\" class=\"wp-image-7610\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Caregiver<\/h3>\n\n\n\n<p>The Caregiver exists to care for and protect other people. These brands are caring, maternal, nurturing, selfless, generous and compassionate.<\/p>\n\n\n\n<p>They connect with their audience by helping them care for themselves, and by serving the public through health care, education or aid programs.<\/p>\n\n\n\n<p>Dove is the perfect example of The Caregiver archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-11 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-16.svg\" alt=\"\" class=\"wp-image-7615 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-16.svg\" alt=\"\" class=\"wp-image-7615\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Jester<\/h3>\n\n\n\n<p>The jester just wants to bring joy to the world. These brands are irreverent, fun, light-hearted, mischievous and have a great sense of humour. They connect with their audience by creating a good time where people can relax and be themselves.<\/p>\n\n\n\n<p>Victoria Bitter is the perfect example of The Jester archetype.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-12 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\"  data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-12.svg\" alt=\"\" class=\"wp-image-7611 lazyload\" style=\"width:201px;height:auto\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><noscript><img decoding=\"async\"  src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/Pixelds_Archetype-Icons-12.svg\" alt=\"\" class=\"wp-image-7611\" style=\"width:201px;height:auto\"\/><\/noscript><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<h3 class=\"wp-block-heading\">The Sage<\/h3>\n\n\n\n<p>These brands exist to help the world gain wisdom and insight into different subjects. They are knowledgeable, wise, intelligent, thoughtful, analytical and are a trusted source of information. The Sage connects with its customers by helping people better understand the world around them, by providing practical information and analyses.<\/p>\n\n\n\n<p>Google is the perfect example of The Sage.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Finding the right archetype for your brand<\/h2>\n\n\n\n<p>We have developed our own assessment tool to help you determine your brand&#8217;s archetype. When undergoing the <a href=\"https:\/\/www.pixeld.com.au\/branding-assessment\/\">brand archetype test<\/a>, it\u2019s important to be as honest as possible. It\u2019s also important that your choices represent what the brand is today and what you would like it to be in the future. This will mean that the result you get will be authentic to who the brand is today, but will also represent who you want the brand to become in the minds of consumers. You\u2019ll then be able to communicate to your market in a way that builds your brand\u2019s future persona into their minds.<\/p>\n\n\n\n<p><a class=\"btn btn-primary\" href=\"https:\/\/www.pixeld.com.au\/branding-assessment\/\">Start the brand assessment<\/a><\/p>\n\n\n\n<p>Finding the right archetype for your business is essential for long term success. It doesn\u2019t just inform the way you communicate, but who to communicate with and what kind of communication your market is likely to engage with. When a brand knows its archetype, it can instil a sense of humanity and meaning in the minds of its market. This takes that brand from a transactional relationship (money for goods or services) to a meaningful one that is earning real estate in their market\u2019s hearts and minds.<\/p>\n\n\n\n<p>Here\u2019s an overview graph of the different archetypes and their characteristics &#8211;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" data-src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel.png\" alt=\"\" class=\"wp-image-6304 lazyload\" data-srcset=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel.png 1000w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-300x300.png 300w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-150x150.png 150w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-768x768.png 768w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-500x500.png 500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-800x800.png 800w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-512x512.png 512w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-600x600.png 600w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-100x100.png 100w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-24x24.png 24w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-48x48.png 48w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-96x96.png 96w\" data-sizes=\"(max-width: 1000px) 100vw, 1000px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1000px; --smush-placeholder-aspect-ratio: 1000\/1000;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel.png\" alt=\"\" class=\"wp-image-6304\" srcset=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel.png 1000w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-300x300.png 300w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-150x150.png 150w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-768x768.png 768w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-500x500.png 500w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-800x800.png 800w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-512x512.png 512w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-600x600.png 600w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-100x100.png 100w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-24x24.png 24w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-48x48.png 48w, https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2023\/12\/brand-archetype-wheel-96x96.png 96w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s next?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.pixeld.com.au\/branding-assessment\/\">Finding your brand\u2019s archetype<\/a> is the beginning of an exciting, and potentially very profitable journey in marketing and communicating your business. Once you know your brand archetype, you\u2019ll have deep insight into the way to approach your audience.<\/p>\n\n\n\n<p>At Pixeld, we understand that helping a business discover its brand archetype is key to long-term success. We create bespoke brand communication plans that don\u2019t just connect brands with the right audience emotionally, but ensure that those people remain committed to that brand for a long time. <a href=\"https:\/\/www.pixeld.com.au\/contact\/\">Get in touch<\/a> with one of our marketing experts to get started on your brand\u2019s archetype journey today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We all have brands we really connect with. Those brands that just \u2018get\u2019 us. Well, that\u2019s not by chance. In fact, it\u2019s a very purposeful marketing strategy designed to connect us with brands through emotion and personality. The foundation of this strategy is based on the 12 brand archetypes. In short, the archetypes allow businesses [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/www.pixeld.com.au\/the-12-brand-archetypes-and-what-they-mean-for-your-business\/\">Read More&#8230;<span class=\"screen-reader-text\"> from The 12 brand Archetypes and what they mean for your business<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":7633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[97],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 12 brand Archetypes and what they mean for your business | Pixeld<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pixeld.com.au\/the-12-brand-archetypes-and-what-they-mean-for-your-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 12 brand Archetypes and what they mean for your business | Pixeld\" \/>\n<meta property=\"og:description\" content=\"We all have brands we really connect with. Those brands that just \u2018get\u2019 us. Well, that\u2019s not by chance. In fact, it\u2019s a very purposeful marketing strategy designed to connect us with brands through emotion and personality. The foundation of this strategy is based on the 12 brand archetypes. In short, the archetypes allow businesses [...]Read More... from The 12 brand Archetypes and what they mean for your business\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pixeld.com.au\/the-12-brand-archetypes-and-what-they-mean-for-your-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Pixeld\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pixelddigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-14T08:20:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-18T04:48:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pixeld.com.au\/wp-content\/uploads\/2024\/01\/brand-archetype-assessment-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1365\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Conan Green\" \/>\n<meta name=\"twitter:card\" 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