The role of the archetype in brand formation

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29 Feb
12 Feb

Brand formation is a kind of thing. Since everyone has a different approach and vision of the exact “ideal work scheme”. But the most classic solution is the archetype method. We will interactively tell you about the archetypes of brands and help you to determine the right archetype for your company in three steps.

The archetype wheel Made by our graphic designer.
The archetype wheel Made by our graphic designer.

You can read how we create illustrations here.

Who is this type?

Before moving on to parse, let’s dot the i: the term “archetype” was suggested by Karl Jung. He expressed the hypothesis that the collective unconscious consists of powerful primary mental images, the so-called archetypes (literally, “primary models”). They are formed in people’s subconscious by the society in which he lives.

Simply put: we form a brand on the basis of existing experience, so it is easier for a person to interpret it, and it is easier for a brand to broadcast a message to the target audience.

Shall we dive deeper into the archetypal world?

Read from left to right: Joker, Columbus, Caesar and Hercules.
Read from left to right: Joker, Columbus, Caesar and Hercules.

Nice to meet you, Rebel!

At the heart of the archetype are the values that a person adheres to in his life, the brand has a role that reflects its essence and is relevant to his TA. We can divide them into 12 archetypes and 4 groups, it is a universal classification.

Group #1. They want to structure the world

The Creator. They are driven by self-expression in material form. He enjoys both the process and the result of creating something that has never happened before.

The motto: “If something can be imagined, it can be created”.
Brand example: LEGO.

The Ruler. It is specific for people who tend to enjoy managing, controlling organizations and structuring their properties. They are usually portrayed as extremely responsible people who take on many responsibilities.

The motto is “Control is everything”.
Brand example: Rolex.

The Careful. Gains satisfaction from caring and creating a comfortable, safe environment for others. Do not like risks, prefer proven schemes.

The motto: “Love your neighbor as yourself”.
Brand example: Unicef.

Group #2. Longing for the perfect past

The Seeker. Focused on finding a better world. Calls for adventure, encouraging you to take a new journey.

The motto: “Don’t hold me back”.
Brand example: Red Bull.

The Thinker. Motivated to provide a reliable source of information and interest the audience with accurate data.

Motto: “Truth liberates”.
Brand example: BBC.

The Child. Seeks for the ideal through doing the right thing, morality, and safety. They try to find the good in everything, to create harmony around them and not to complicate life.

The motto: “Free to be yourself”.
Brand example: Evian, McDonald’s.

Group #3. It’s important to leave a mark in history…

The Hero. Leave a trail in the world thanks to skill in his work, the mission of any hero – to save the world. The place in which he is able to reveal the image of the hero: the competition, the street, the battle, the workplace, politics.

The motto: “Where there is a will, there is a way”.
Brand example: Snickers.

The Rebel. Any brand that seeks to free itself (others) from the pressure of the prevailing culture is a Rebellion. He carries his idea, vision, understanding and wants to broadcast it to the outside.

The motto: “Rules exist to break them”.
Brand example: Virgin.

The Wizard. He tries to leave a mark on the world, realizing what seems impossible and realizing a childhood dream. The image of a competent and gifted person who has access to little known other knowledge.

The motto: “It can happen!”
Brand example: Tesla.

Group #4. It’s necessary to feel the connection to the world around you

A Jester. He is cheerful, energetic, impulsive – he opposes the established rules and norms. The brand tries to shift the accent so that the boring and ordinary things become fun and cheerful.

The motto: “If I can’t dance, I don’t want to participate in your revolution.
Brand example: Netflix.

Nice little guy. He doesn’t want to stand out and be different, he wants to fit in. The greatest motivation is to be accepted by society as it is. For this archetype, happiness and balance of mind are in simplicity.

The motto: “Like everybody else.”
Brand example: Ford.

The Lover. Sensuality is the main characteristic of this archetype. The concept of love is manifested in different portions and forms, from the parent, friendship, spiritual, romantic, to passion.

The motto is “I can feel you”.
Brand example: Vogue.

How to define an archetype for a brand?

Step 1: gather information

The best way to get all the information you need is a well-written brief. We need enough information about the client’s problems, goals, and objectives that he wants to realize, information about the target audience and current competitors in the market.

Step 2: analyze the target audience

Gather information about potential clients. Analysis, the definition of their needs, goals, and messages. Finding points of contact:

  • What do they have in common?
  • What is important for all groups?
  • What can our brand focus on when it comes to image creation?

Step 3: brand-mapping

We analyze our competitors, highlighting:

  • Direct competitors;
  • The most successful;
  • The most similar to us in positioning, TA, product or service;
  • Geographical segment.

Then we make a competitor map to find free space for our brand. In an area where there will be less concentration of them and it will be possible to get market share as customers.

Who are you?
Who are you?

Let’s make up our minds

We told you how to use the archetype method to form a brand. All you need is a good example to create a picture. Let’s use it as a conclusion: we, as a cool team, took a very responsible approach to form our brand – Halo Lab. Having listed above 12 archetypes and analyzed our niche, we are ready to present you: The Wizard and Creator Halo Lab.

Wizard, as we are a cosmic team and are connected with our own Universe. Plus, not everyone understands how we create products, but always delighted with them. So, we create cosmic magic. And relatively create, Creators – because of the creators of these very products and our main task – the creative delivery and innovative approach. So, create magic with us!

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The site developed by Halo Lab projected a very premium experience, successfully delivering the client’s messaging to customers. Despite external challenges, the team’s performance was exceptional.
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Aaron Nwabuoku
Founder, ChatKitty
Thanks to Halo Lab's work, the client scored 95 points on the PageSpeed insights test and increased their CR by 7.5%. They frequently communicated via Slack and Google Meet, ensuring an effective workflow.
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The client is thrilled with the new site and excited to deploy it soon. Halo Lab manages tasks well and communicates regularly to ensure both sides are always on the same page and all of the client’s needs are addressed promptly.
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