🌟 Using the 12 archetypes in marketing
Successful brands such as Apple, Microsoft, Too Good To Go and Patagonia show us: With the right archetype, brand identity becomes tangible. But how do they work?
Is your brand Hero, Ruler, Lover or Creator?
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I read 48 books this year.
Some of them good, some okay and some extremely exciting.
But one of the best books I've read this year is “The Hero and the Outlaw” von Margaret Mark & Carol S. Pearson.
The two consultants describe the model of the 12 archetypes that can make up a brand, which is already familiar to many. I have been working with it myself for a few years, but since reading the book, I have been inspired by it once again.
So today I would like to take you on a short journey through this strategic system of brand development and show you how brands - especially sustainable brands - work with it.
1️⃣ What are brand archetypes?
2️⃣ What do the archetypes stand for?
3️⃣ How can you work with brand archetypes?
4️⃣ Sustainable brands and their archetypes
5️⃣ Finding your own archetype
1️⃣ What are brand archetypes?
Marketing sometimes seems complicated:
So many decisions every day. So many possibilities. And at the same time, less and less attention for your own topics. There is now so much content that it is becoming increasingly difficult to keep your brand “ahead” of the competition and keep up with all the simple entertainment.
What is needed is a clear marketing strategy and this includes an emotionalizing vision at its center. Our marketing strategy must focus on one direction (not several), because we want to be remembered by our target group with a stringent image.
After all, the world rewards specialization.
Instead of going broad and drowning in a flood of generalists, we want to be number one.
Specialization as a strategy is a bold statement. It says: We know who we are, what we stand for and where we create unrivaled value.
In a world of infinite possibilities, we should be the only choice for a unique problem of our target group.
And this is exactly where the 12 brand archetypes can help:
“Marketing without a system for managing meaning is analogous to ancient navigators trying to find port in treacherous seas on a starless night. What they need is an enduring and reliable compass - a fixed place that illuminates both where they are and where they must go. For marketers, the theory of archetypes can act as this compass.”
Margaret Mark & Carol S. Pearson
2️⃣ What do the archetypes stand for?
The 12 archetypes can be categorized according to what they express, what feelings they convey to their target groups, what they stand for and what they want to achieve:
Stability and control orientation
Creator
Ruler
Caregiver
Connection and pleasure orientation
Lover
Everyman/-women
Jester
Mastery and risk orientation
Hero
Magician
Outlaw
Independence and fulfillment orientation
Innocent
Sage
Explorer
Each of these archetypes has its own goals, behaviors, statements and strategies - but more on that below.
The two experts based their model on the work of Swiss psychologist Carl Jung: In the 1940s, he developed a series of general personality archetypes. As a psychologist, Jung focused on people.
This system can be applied very well to brands and serves as an orientation and guide for the overall direction of our brand, but also how small elements such as social media posts should work.
Entire product lines can take on a meaning that gives them symbolic power in our lives.
A tuxedo (an evening dress) means that an occasion is important.
Champagne means we are celebrating.
A gold ring used to be a sign of marriage, but a successful advertising campaign has helped to confirm the social convention that “A diamond is forever” - I wrote about that campaign here.
Behavior has meaning.
Even and especially with brands.
Here is a little story about that:
Apple's logo is a bitten apple. This is more than just a design - it symbolizes rebellion and the courage to question conventions. In its early years, Apple embodied the archetype of the Outlaw: Apple positioned itself against the status quo of the tech industry, demanding creative freedom and individuality. The bitten apple could also be a subtle homage to the biblical story of knowledge and curiosity - a clear message that Apple is willing to push boundaries and redefine thinking.
Before we go any deeper: No archetype is “worse” or “better” per se - the choice always depends on your own situation and the needs of your target group.
Each archetype stands for core needs, goals, fears, strategies and talents.
We can observe the effect of many archetypes on a daily basis and directly deduce what target groups may need.
Let's take a little trip into the world of Innocent, Explorer and Sage - all three come from the need for independence and fulfillment - but answer the challenge differently:
We're all a bit tired after all. The tremendous pace of modern life, the striving of Heroes and the restlessness of Explorers leave people with little rest. This means that the very idea of slowing down can be spiritual.
Buddhist monks, yogis and mindfulness coaches teach exhausted Westerners to slow down and be in the moment. Commercials that appeal to Innocents need to be slower and less edgy than those aimed at Explorers. So we're talking about natural sounds and gentleness in approach and imagery.
A brand that uses the Innocent archetype in its marketing offers simple answers, stands for goodness, morality, nostalgia and often draws on childhood memories. Cleaning products and healthcare providers also work with this. The prices of these brands are often low (because they are simple) and their companies have clear values.
On the other side are Explorer brands. While Innocents want to live in paradise, Explorers want to explore the world - they are looking for a better world and brands that help them to do so.
For these people and companies, it's about making statements - by choosing the right milk, coffee or syrup, Starbucks gives its customers the opportunity to make a statement and discover new things.
It is important to the company that no one has to wait in line for too long (which is why they order separately and then pick up), because Explorers get restless easily. And no matter where you go, the nearest Starbucks in the USA is usually just a few blocks away.
Hansel and Gretel, The Homer Odyssey or Start Trek - they all represent Explorer stories.
Organizations that are Explorer archetypes value individualism and stand up to pervasive rules and hierarchical decision-making structures - they foster opportunity and potential. Flexible working time models, stakeholder involvement and plenty of room for maneuver for the people involved also awaken the archetype internally.
In short: Explorer brands give their target groups freedom through a journey, experiences and breaking out of routines.
The third archetype from the “Independence and fulfillment” category is also about finding paradise. However, not by searching within as with Innocents or the Explorer's Journey. The Sages are about finding the truth through knowledge, growth and learning.
From the New York Times, to CNN, Oprah Winfrey or Google - the basic principle of Sage brands is “The truth will set you free”.
We then find this in their brand messages as “It's not just a new car. It's all the best thinking.” or ”A car that sometimes runs on gas power and sometimes runs on electric power from a company that always runs on brainpower.”
Chip manufacturer Intel has also cleverly anchored this in its marketing strategy, as Mark and Pearson describe in their book:
Intel established its brand identity by associating with already respected brands. They offered computer companies a discount on its chips. However, only if they would write “Intel inside” on their product. End consumers, seeing so many computers labeled “Intel inside,” assumed that the computer companies were bragging about it. They concluded that Intel must be really great if big brands put the name on their products.
Intel is not telling customers that they have the best product on the market. Rather, the company creates a situation that encourages customers to assume this.
If brands want to reach target groups that are Sages, the best way to do this is to demonstrate external expertise. And vice versa, these brands provide expertise and information to their customers. They want to encourage them to think for themselves, to feel smart and to become experts themselves.
There is an incredible amount of detail and subtlety to each of these archetypes, and it's not for nothing that the book is almost 400 pages long. Here is another helpful summary of these three archetypes of Storybrands:
If you are interested in learning more about brand archetypes, here and here are a few links that provide exciting insights in addition to the book itself.
3️⃣ How can you work with brand archetypes?
Brand archetypes can be a perfectly visualizing component of a marketing strategy. Precisely because they provide a clear direction and thus offer orientation in everyday life.
Three questions I always hear when working with clients:
🤹♂️ Can my brand/my personal brand have several archetypes?
I think not.
We want to be strong as a brand and strength comes from focus.
Microsoft, one of the most complex brands in the world, with target groups ranging from consumers to small and medium-sized enterprises, to Fortune 500 companies and governments, from healthcare companies to the education sector, also manages to stand for an archetype:
“Microsoft acts to to empower every person and every organization on the planet to achieve more. It is a mentor and enabler, providing tools and insights that allow individuals and organizations to thrive in a technology-driven world.”
Recognize which archetype this is?
Microsoft is Sage, the wise one.
Across all products and services, from Xbox to MS Teams, to Windows or Office products - Microsoft has been focusing on one archetype and thus knowledge-focused solutions since 2014.
So if Microsoft can manage to focus on one archetype, then other brands can too.
💕 Can archetypes change?
Yes, archetypes can change over time.
Especially when a brand adapts its strategy or positioning to grow with the world around it. Again, Apple is an inspiring example:
Originally, the brand embodied the Outlaw, rebellious and uncompromising against the status quo, as its slogan “Think Different” impressively demonstrated.
But with its global success and pioneering role in design and innovation, Apple evolved into the Creator archetype - a symbol of boundless creativity and the quest to equip people with ingenious ideas.
The important thing is to recognize which archetype is needed right now for your own organization and target group approach.
🦸 Can I be successful without a brand archetype?
Of course!
Archetypes are just a tool that works in combination with products, marketing strategy and customer experience.
I find it very helpful to work with them in some projects because a defined archetype provides tonality, imagery and storytelling to make the message authentic and consistent. They help to create a clear identity, appeal to the target group emotionally and stand out from the competition.
But many people and companies are successful without ever having dealt with archetypes.
What all successful companies have in common, however, is that they have a clear and strong marketing strategy.
4️⃣ Sustainable brands and their archetypes
Sustainability is no longer a unique selling point in many industries.
An archetype therefore also helps sustainable brands to stand out from others by highlighting their unique perspective and role in the sustainable transformation.
The archetype model gives sustainable companies a strong emotional basis to reinforce their messages, inspire people and maximize their impact - all in the spirit of a future that is not only economically successful, but also environmentally and socially responsible.
So let's take a look at three sustainable brands and the archetypes they serve:
🍍Too Good To Go
I was able to guide Too Good To Go and its marketing story for 2.5 years as the start-up's Head of Marketing. I have written a separate article about my learnings and 5 secrets of success here.
Too Good To Go has made it its mission to combat food waste and inspire people to take action together.
Their vision is the “dream of a planet without food waste”
By saving valuable meals and collaborating with users, the brand shows a strong drive to improve the world and bring about positive change.
These characteristics are typical of the Hero archetype, which is characterized by courage, determination and a desire to save the world. Hero brands always have a strong enemy - in this case, food waste.
Brands like Too Good To Go want to inspire their target groups (to take action themselves), empower them (to make a contribution) and actively move them (to go out and save food).
👕 Patagonia
I have already written a separate article about Patagonia here. The outdoor brand stands for a spirit of adventure and the protection of the environment. The brand encourages its customers to explore nature and work to preserve it.
With initiatives such as supporting environmental organizations and promoting sustainable practices, Patagonia embodies the aforementioned explorer archetype, which is defined by independence, freedom and the pursuit of new experiences.
Patagonia is often perceived as an outlaw because the company goes against conventional practices in the fashion industry and is actively involved in environmental issues.
But their communication and marketing is clearly about paradise, the nature we want to preserve, and not about changing the system through radical action.
👗 Reformation
The fashion label Reformation stands for a clear conscience when shopping for clothes and is known for its sustainable fashion and unconventional approach to the fashion industry.
I have written more about the brand of Reformation in this article.
I think, Reformation is a Lover - archetype brand. This attitude is reflected in their communication and partnerships, such as the collaboration with Patagonia to promote sustainable fashion. 
Reformation places great emphasis on stylish, feminine designs that promote attractiveness and self-confidence. The brand emphasizes that sustainable fashion does not have to sacrifice style.
By emphasizing self-confidence and personal expression, Reformation creates a deep emotional connection with its customers. The brand's communication aims to create a sense of desire and personal identification.
Lover brands are about attracting attention through appeal and all the senses. The tonality of these brands is sensual, empathetic and sensitive. Many fashion labels but also car brands or champagne fall into this archetype.
This archetype supports its target groups in feeling beautiful, comfortable and seen. Beauty is at the forefront for Lovers, according to the motto “Your striking beauty is impossible to ignore”.
Being sexy and buying sustainably - Reformation says: Yes, it's possible.
The right archetype is also like a compass for sustainable brands - it shows the way to an authentic identity that not only inspires, but also has the power to bring about real change.
5️⃣ Finding your own archetype
With all this new knowledge, you may now feel inspired, want to read up further and perhaps already have an initial feeling as to which archetype corresponds to your brand and your target group.
Here is a brief overview of how I work with my clients in an archetype workshop or mentoring session:
Diving into the brand DNA
Understanding your own target group
Selecting the brand archetype with methods
Telling archetypal brand stories as tests
Implementation of the archetype in all communication channels
If you would like me to guide you, just send me a quick email and I will be happy to help you and your brand - be it with marketing mentoring sessions or your own Strategy Lab workshop.
Thanks for reading along,