How Archetypes Work
Four Basic Motivations,
Twelve Archetypes
Archetype theory is a widely used method for working with teams, companies, and brands. It describes four basic motivations, each represented by three archetypes.
In branding projects, different brands within an industry are assigned an archetype based on their character traits and competencies, thereby positioning them relative to one another. After all, the archetype determines decisions and behaviours: Am I seeking order or self-fulfilment? Am I talking about one topic or another? Am I launching this product or that one?
Three fundamental assumptions guide the use of this model in branding projects:
Possible Applications
Brand Workshops
Archetypes are particularly useful in the early stages of brand positioning. They help explore positioning options, define a brand’s place within its competitive landscape, and align different perspectives within a company.
Watch out: Archetypes are so intuitive that they can easily be mistaken for stereotypes. The Lover may be reduced to romance, while the Jester is dismissed as a mere clown. Some archetypes may seem unsuitable for brand work, while others – like the Creator, Hero, or Ruler – tend to receive overwhelming approval.
Brand Definition
The chosen archetype can be part of the brand model. However, a single archetype is often too one-dimensional. In most cases, brands draw from multiple archetypes, defining a primary one along with one or two secondary archetypes.
Watch out: Like any model, archetype theory has its pros and cons.
- One of its greatest strengths is its simplicity. However, when multiple archetypes are needed to fully describe a brand, this clarity may be lost.
- Be cautious when renaming archetypes: The »Regular Guy« can quickly become an »Everyday Hero«, and the »Hero« might turn into a »Pioneering Hero«. The further you move away from the original framework, the more you should consider whether a customized model is the better choice.
- Archetypes define a brand’s personality but have limited connection to functional benefits and competencies, which are often more directly tied to customer and industry needs.
- Many archetypes are interpreted differently across cultures. For global brands, always plan for a cultural check!
Storytelling
When defining tone of voice and content planning, archetypes provide a simple yet effective guidance.
Watch out: When integrating models for communication positioning, ensure they do not compete with the chosen brand model. The simplicity of archetypes can otherwise overshadow the core brand definition.
Application Example: The Regular Brand
The Regular Brand is a digital platform that leverages big data analysis to provide a snapshot of current industry standards, highlighting how brands align with or diverge from them. We developed this tool to explore opportunities for data-driven brand analysis. The evaluation of brand identity is based, among other things, on the archetype model.