We know how important it is to have a defined brand personality, which is why we bring you these 13 marketing archetypes. You will be able to analyze what your objective is, your greatest fear, your strategy, among other factors that will help you identify your brand identity. This way you will have a clearer focus that will drive you towards the recognition you want to have

1. The innocent

Brands that identify with this archetype are very optimistic, they convey honesty, trust and reliability. In fact, they always try to generate well-being for others.

• Objective: to be happy.
• Biggest fear: being boring.
• Message: They allude to happiness, friendship, childhood, optimism and vitality.
• Description: They are dreamy brands that inspire utopian ideals and values with a touch of naivety and nostalgia because they are based on childhood and youth.
• Strategy: optimism.
• Predominant colors: they mainly use red, pink and yellow.
• Examples of brands: Coca-Cola, McDonalds and Disney.

2. The common man

This brand archetype doesn't show off, but instead seeks connection through empathy.

• Objective: to provide realistic responses to everyday needs and concerns.
• Biggest fear: becoming complicated to understand.
• Message: equal opportunities for all (hence their prices are affordable for most).
• Description: They are realistic, empathetic and easy to understand. In other words, they are like the good citizen or the good neighbor; always friendly and helpful.
• Strategy: It is based on empathy, realism, equality, common sense and trust.
• Predominant colors: mainly blue, yellow and red.
• Examples of brands: Ikea, Ebay and Seat.

This archetype is also known as the old child and the solid citizen.

3. The explorer

These brands have an authentic, free, “cheeky”, independent and daring personality.

• Objective: discover and explore new challenges, experience the world in your own way, escape boredom, reinvent yourself and continually surprise.
• Biggest fear: being pigeonholed, stagnant or outdated.
• Message: “You have to live life to the fullest.”
• Description: These are brands that inspire a desire for freedom, authenticity, daring, courage, ambition, individualism, impudence and nonconformity.
• Strategy: It is based on surprising and experimenting with new things, or doing them in a novel way to differentiate yourself from the rest.
• Predominant colors: mainly red, green, brown and ochre.
• Brand examples: Virgin, Amazon, Jeep and Red Bull.

This archetype is also known as “the seeker,” iconoclast, vagabond, individualist, and pilgrim.

4. The wise man

These brands believe in the importance of knowledge and analysis of the environment to understand the world.

• Objective: to expand knowledge and position themselves as leaders in their sector.
• Biggest fear: ignorance or lack of knowledge.
• Message: “The world is understood through the analysis of information, knowledge and intelligent research.”
• Description: They are brands that inspire wisdom, intelligence, mastery and technological innovation.
• Strategy: They constantly seek and share information and knowledge.
• Predominant colors: mainly blue, red, gray and black.
• Examples of brands: HP, Google, Phillips and CNN.

He is also known as the expert, researcher, detective, counselor, thinker, philosopher, scholar, planner, and teacher.

5. The hero

These brands represent effort, honor, victory and commitment. They have a winning attitude and spirit.

• Objective: to prove their worth through heroic acts and self-improvement. Their ideal is to improve the world and fight for the common good.
• Biggest fear: weakness, appearing cowardly or conformist.
• Message: “Fight for your dreams and have a winning mindset. Effort has its rewards.”
• Description: They are very aspirational brands, which convey motivation, effort, discipline, triumph, competition and courage.
• Strategy: The theme of your communication is aspirational and motivational.
• Predominant colors: mainly gray, black, blue and red.
• Examples of brands: Nike, Duracell and Invictus by Paco Rabanne, among others.

He is also known as the warrior, paladin, first responder, superhero, soldier, and dragon slayer.

6. The outlaw

These are rebellious brands that try to break the mold of everything that is protocolary.

• Objective: to fight against conventionalisms.
• Biggest fear: becoming mediocre.
• Message: “Be a rebel, rules are made to be broken.”
• Description: They are innovative, extravagant, irreverent and rebellious brands.
• Strategy: break the mold, bring out the wildest side of its audience, be a reference within urban tribes that feel different from the rest, but identified with the essence of this archetype.
• Predominant colors: mainly black, red and orange.
• Examples of brands: Diesel, Harley-Davidson, Desigual and Mixta.

He is also known as the rebel, the revolutionary, the wild and the misfit man.

7. The magician

They are imaginative, charismatic and inspiring brands. They convey self-confidence.

• Objective: To inspire the audience to help them have self-confidence and find the potential within themselves.
• Biggest fear: not being inspiring.
• Message: “I can help you make what you want happen.”
• Description: They are imaginative, dreamy, emotional and very inspirational.
• Strategy: These are brands that develop a vision and live by it until they transform reality.
• Predominant colors: mainly black, gray and purple.
• Brand examples: Axe, Absolut Vodka and Apple.

He is also known as the visionary, catalyst, inventor, charismatic leader and sorcerer.

8. The lover

This brand archetype is very passionate, and companies that identify with it are seductive, transmit enthusiasm and a desire to please. In other words, they encourage people to live life with passion and enthusiasm.

• Goal: To help people feel wanted.
• Biggest fear: loneliness and not being attracted to anyone.
• Message: “You are worth it.”
• Description: They transmit passion, sensuality, romanticism, elegance, sensitivity and idealism.
• Strategy: Communicate emotions related to love, self-esteem and desire. They emphasize physical attractiveness.
• Predominant colors: black, red and fuchsia.
• Examples of brands: Martini, L'Oreal and Häagen-Dazs.

Also known as The Partner, Close Friend, Passionate and Sensual.

9. The Jester

This archetype is identified in fresh and humorous brands that show a fun and carefree attitude.

• Objective: to entertain and have a good time.
• Biggest fear: being boring.
• Message: “You only live once, so enjoy the moment to the fullest.”
• Description: They convey humor, optimism, joy, irreverence, “cheekiness,” fun and creativity.
• Strategy: Their communication is fun with an irreverent tone at times. They appeal to spontaneity and to always see the bright and positive side of things.
• Predominant colors: deep blue, orange, yellow and red.
• Examples of brands: Fanta, Oreo and Donettes.

It is also known as the fool, trickster, joker, prankster or comedian.

10. The caregiver

These brands are protectionist and paternal.

• Objective: to help and protect others.
• Greatest fear: selfishness and ingratitude.
• Message: “Take care of, respect and love others as you love yourself.”
• Description: They project generosity, compassion, altruism, protection and closeness.
• Strategy: They constantly communicate their willingness to protect and help others. They transmit empathy and inspire calm, security and confidence.
• Predominant colors: mainly blues, grays and reds.
• Examples of brands: Volvo, Danone, Nestlé and Mapfre.

He is also known as the holy father, altruist and helper.

11. The creator

This brand archetype identifies innovative companies that are always one step ahead. These are the ones that give their users the possibility of developing their own creations based on their products. They are also the ones that offer original products or designs, with a variety of options adaptable to each type of public.

• Objective: to materialize ideas into tangible facts and objects that last over time.
• Biggest fear: being mediocre.
• Message: “If you can imagine it, you can create it.”
• Description: These are brands that project imagination, anticipation, a spirit of improvement, vocation, originality, creativity and perfectionism.
• Strategy: to inspire us and help us bring out the best in ourselves and make it a reality. Brands that choose this archetype communicate imagination, creativity and promote freedom of expression for everyone.
• Predominant colors: gray, white, black and red.
• Brand examples: Apple and Lego.

This archetype is also known as the boss, sovereign, aristocrat, king, queen, politician, model, manager or administrator.

12. The ruler

This brand archetype represents premium businesses and companies whose audiences have a high socioeconomic status.

• Objective: to create an exclusive community united by professional success, prestige and a privileged social position.
• Biggest fear: losing their position of leadership and power.
• Message: “Power is not everything, it is the only thing.”
• Strategy: These are brands that focus on creating a perception of quality. They communicate emotions related to belonging to a privileged class with limited access.
• Predominant colors: mainly gray, black, navy blue, gold, maroon and dark green.
• Examples of brands: Mercedes-Benz and Rolex.

Also known as the boss, the sovereign, aristocrat, king, queen, politician, model, manager or administrator.

13. The Villain (Bonus)

This is a new brand archetype proposed by Branzai Following the Lovemark Jaguar campaign with the claim “Good to Be Bad”. This is undoubtedly a new attitudinal profile with which the British brand proposes a different way of connecting with its target audience, building a perception and competitive positioning that is aggressive to that of its direct competitors; Mercedes and Lexus.

Roll: The villain, born outside the established order, comes to change the rules, break reality and challenge the leader. He is constantly looking for success and confrontation. He wants to reshape his world for his own benefit, he is selfish and powerful, with character and ingenuity, his main objective is to create new rules.

The villain is a value proposition that projects the attitude of the typical English villain with style, class, elegance, intelligence, leadership, authority and power.

Values

• Challenging.
• Selfish.
• Powerful.
• Witty.

Behaviors:

• Constantly challenge the leader.
• Believing that the world can be yours.
• Message “Others matter less than you.”
• Life is only lived once, and it's best to do it your way.

And now that you know the definition of these archetypes, tell us which one your brand identifies with? Remember that the identity of your product and/or services is crucial to your brand. digital marketing strategy, as it helps you define how you want to be perceived by others and cultivate your target audience.