Brand Archetypes [The Brand Personality Framework]

Summary

In this informative video, Stephen Houraghan from BrandMasterAcademy.com introduces viewers to the concept of brand archetypes, explaining how understanding these 12 universal personalities can enhance brand strategy and give a competitive edge. He discusses each archetype's characteristics, from the rebellious Outlaw to the knowledge-thirsty Sage, and provides examples of how brands like Nike, Disney, and Apple embody these archetypes. The video also offers a free cheat sheet for further exploration of brand archetypes.

Takeaways

• 😀 Brand archetypes are twelve universal personalities that resonate with our collective unconscious, providing a framework for understanding brand personality.
• 🛠 Stephen Houraghan offers a 'brand archetypes cheat sheet' as a tool for everyday business use, which can be accessed for free through a link provided.
• 🎓 Brand archetypes are based on the work of Carl Jung and have been popularized in modern branding through the work of Joseph Campbell and others.
• 🏁 The 'Outlaw' archetype seeks freedom, change, and doesn't conform to rules, exemplified by brands like Harley Davidson.
• 🧙 The 'Magician' archetype desires power and is associated with mystique and secrets, as seen in brands like Disney.
• 🏆 The 'Hero' archetype is driven by a desire to win and save the day, a common theme in films and embodied by brands like Nike.
• 💞 The 'Lover' archetype seeks intimacy and belonging, often associated with sensuality and brands like Victoria's Secret.
• 🤡 The 'Jester' archetype is all about humor and positivity, making people laugh, as represented by brands like Old Spice.
• 👥 The 'Everyman' archetype desires normalcy and belonging, with brands like IKEA representing this archetype in their approachable offerings.
• 👩‍🍼 The 'Caregiver' archetype is focused on service and selflessness, often seen in brands like UNICEF that are dedicated to helping others.
• 👑 The 'Ruler' archetype is about control and authority, with brands like Mercedes appealing to status and power.
• 🎨 The 'Creator' archetype values innovation and imagination, with Apple being a prime example of a brand that aligns with creatives.
• 🍃 The 'Innocent' archetype seeks safety and purity, often associated with nature and brands that embrace organic and natural products.
• 🧙‍♂️ The 'Sage' archetype is driven by a desire for knowledge and wisdom, sharing insights to guide others, with Google being an example of a brand that provides answers.
• 🌟 The 'Explorer' archetype is about adventure and discovery, with brands like Patagonia or Jeep catering to those seeking new experiences.

Q & A

What is the main focus of the video by Stephen Houraghan?

The main focus of the video is to teach viewers about brand archetypes, helping them understand brand personality through a scientific lens and apply this knowledge to give their brands a competitive advantage.

What is the purpose of subscribing to Stephen Houraghan's channel?

Subscribing to the channel will provide viewers with brand strategy tips and techniques that they can implement in their businesses to grow their brand.

What is the 'brand archetypes cheat sheet' mentioned in the video?

The 'brand archetypes cheat sheet' is a resource developed by Stephen Houraghan that he uses in his business daily, which viewers can access for free to help them understand and apply brand archetypes.

How many brand archetypes are there, and what are they based on?

There are twelve brand archetypes, which are based on personalities that we have a collective unconscious understanding of, with each archetype representing individual characters recognized across various aspects of life.

Can you give an example of a brand that embodies the 'Outlaw' archetype?

Harley Davidson is an example of a brand that embodies the 'Outlaw' archetype, as it represents nonconformity and appeals to those with an inner desire for liberation and change.

What is the 'Magician' archetype's relationship with power and secrets?

The 'Magician' archetype is characterized by a burning desire for power and a mystique surrounding their abilities. They are protective of their secrets and do not readily reveal the methods behind their power.

How does the 'Hero' archetype manifest in everyday life?

In everyday life, the 'Hero' archetype is seen in individuals who are determined, courageous, and competitive, always striving to win and save the day, whether in sports, games, or other competitive situations.

What is the 'Lover' archetype's primary desire?

The 'Lover' archetype's primary desire is for intimacy and belonging. They seek to be loved and often exhibit sensual, exotic, and affectionate behaviors.

How does the 'Jester' archetype contribute to a brand's personality?

The 'Jester' archetype, characterized by humor and positivity, can contribute to a brand's personality by making it approachable, enjoyable, and relatable, as seen with the Old Spice brand.

What is the 'Everyman' archetype's attitude towards normalcy?

The 'Everyman' archetype seeks to be normal and unpretentious, desiring to belong and be accepted without standing out or seeking the limelight.

How does the 'Caregiver' archetype demonstrate selflessness in brands?

The 'Caregiver' archetype in brands is demonstrated through those that are dedicated to helping others and providing service, such as WWF or UNICEF, which focus on the well-being of others or the environment.

What are the key traits of the 'Ruler' archetype?

The 'Ruler' archetype is characterized by a desire for control, authority, and status. They are commanding, authoritative, and often rule by fear, creating an atmosphere of intimidation.

How does the 'Creator' archetype differ from others in terms of professional expression?

The 'Creator' archetype is unique in that it represents individuals, such as designers, architects, and writers, who apply their creativity and innovation throughout their professional lives, thinking outside the box and having grand visions.

What is the 'Innocent' archetype's view on the world?

The 'Innocent' archetype seeks safety and purity, desiring a world that aligns with nature's intentions. They are sensible, responsible, and appreciate simplicity and the natural state of things.

How does the 'Sage' archetype share knowledge and wisdom?

The 'Sage' archetype, often seen in teachers, mentors, or guiding figures, has a deep desire for knowledge and wisdom and seeks to share this with others to help guide them on their paths.

What is the driving force behind the 'Explorer' archetype?

The 'Explorer' archetype is driven by a desire for adventure, independence, and daring experiences. They are always seeking new things to try and challenge themselves with.

How can understanding brand archetypes benefit brand builders?

Understanding brand archetypes allows brand builders to connect with their customers on a deeper level through personality, human connection, and emotion, creating strategic brands that resonate with their audience.