Brand Archetypes — Meet the Jester Who doesn’t want to have a laugh?! The position of the Jester archetype is to deliver everyone collectively to play and respect the pleasure in lifestyles. As the last entertainer, the Jester is capable of making human beings sense properly — a sense that any logo would really like to have related to it. Brand archetypes are the name of the game sauce to developing more potent manufacturers, and are vital devices for any advertising toolbox! To examine greater, examine the advent right here. The JESTER PROMISE: If you’re now no longer having a laugh, you’re doing something wrong. CORE DESIRE: To stay withinside the second with complete enjoyment GOAL: To have an awesome time and loosen up the sector FEAR: Boredom or being boring STRATEGY: Be humorous and playful GIFT: Joy MOTIVATION: Belonging Real-World Examples of Jester Brands Progressive M&M’S / Geico Jimmy Fallon The Onion The Jester Consumer All About the Jester The Jester archetype represents residing withinside the right here and now. The lifestyles of the party, the Jester simply wishes human beings to loosen up and experience themselves! The Jester permits others to hook up with their laugh internal child — impulsive and unrestrained, now no longer afraid to bend policies, now no longer afraid to face out, and snug of their very own skin. The Jester additionally has the potential to assume outdoor the field, which results in revolutionary ideas. This approach the Jester is a grasp at brainstorming, reframing concepts, and offering new views. For instance, an ordinary Jester M.O. might be to provide a social difficulty or political schedule in a brand new mild to spotlight its underlying absurdity. Comedians are an apparent instance of the Jester, however, is genuinely now no longer the best class that identifies as this archetype. The Jester Brand in Action Jester manufacturers have a tendency to seize interest. The largest draw is generally its cleverness. While Jester manufacturers are normally expressed in entertainment, you may additionally discover them expressed in industries including coverage. Geico or Progressive come to mind, each of which selected to take a greater mild-hearted technique and in any other case severe industry. Jester manufacturers aren't afraid to bend policies or be politically incorrect, and that may be contemplated in manufacturers making mild of factors which might be possibly virtually severe troubles or selling something that isn't virtually proper for you. We all realize sweet isn’t healthy, however, let’s face it, the ones in M&M’S classified ads presenting the speak me-sweet characters of Red, Yellow, and Ms. Brown are funny sufficient to make us neglect all approximately that. The advertising of Jester manufacturers can be unconventional, silly, or over-the-top. Often vivid colorings are used and the motion is high-energy. Jester manufacturers can be specifically interested in using digital stories like interactive websites or augmented fact apps. The organizational subculture for Jester manufacturers is free and laugh-loving. Traditional “corporate” policies don’t observe right here. Jester manufacturers create their very own manner of doing matters, and because of their out-of-the-field wondering, the subculture is notably revolutionary of their operations or product offerings. The Different Levels of the Jester Archetype There are stages to every one of the 12 one-of-a-kind archetypes. The decreased stages are much less mature even as better stages are greater developed. Level 1: The Jester expressed a degree one sees lifestyles as a game. The best vital component is to simply have a laugh! Level 2: Level is greater advanced. Here, the Jester is expressed through combining a laugh with resourcefulness/intelligence (ensuing in such things as sensible jokes, or locating approaches to get around policies). This is wherein cleverness and innovation are developed. Level 3: At the best degree, the Jester is aware that lifestyles are lived withinside the second. If all we've got is today, we ought to stay every day to the fullest. All within Family There are one-of-a-kind elements of the Jester archetype which could emerge, primarily based totally at the power of numerous attributes. The ee-e book Archetypes in Branding breaks the archetype down into sub-archetypes for a complete of five (which include the number one Jester) to spherical out the family. Jester Life is a playground for the Jester. With a penchant for irreverent antics and an appreciation for the equal, the Jester lives completely in every second. Able to reframe views and be unafraid to talk out, the Jester can venture conference in fresh approaches. The venture going through the Jester is that of being too insensitive or insolent. Entertainer The Entertainer is playful and caters to an audience. Giving human beings an amazing display is all that matters. Quick-witted and notably adaptable, the Entertainer desires consistent stimulation and feedback. Clown The Clown hides at the back of masks on the way to distance itself from severe or taboo subjects on the way to discover them. Highlighting the absurd in this manner permits the Clown to poke a laugh and entertain at an equal time. This sub-archetype is at risk of exaggeration and drama to make others giggle. Provocateur The Provocateur can be debatable and polarizing, however, does so with the allure and aura that makes it a Jester sub-archetype. Of direction, the venture for the Provocateur is to now no longer come off as impolite and offensive. But as a herbal communicator and with an in-your-face mentality, the Provocateur stirs up change. Shapeshifter The Shapeshifter acts as a chameleon, capable of navigating various conditions and stages of consciousness. Challenging others to impeach assumptions, this sub-archetype is a catalyst to assist others to see matters differently. The weak spot for the Shapeshifter is the inherent instability that incorporates being so adaptable. Real-World Examples of Jester Brands Progressive Progressive’s spokesperson Flo is quirky and silly… precisely what coverage isn't. Yet, through aligning with this positioning, Progressive lives as much as its call and offers human beings a brand new manner to narrate to coverage. Their “Name Your Price” device (cited withinside the video below) is an end result of revolutionary out-of-the-field wandering through the agency in 2009, while it changed into anticipated human beings might cancel their insurance altogether to shop charges throughout the financial downturn. M&M’S / Geico In a crossover industrial among Jester manufacturers, acquainted M&M’S and Geico characters meet in a surprising and smart ad. Jimmy Fallon Late nighttime speak indicates have Jester written throughout them, and The Tonight Show Starring Jimmy Fallon isn't any exception. While Jimmy Fallon himself has an Everyman appeal, first and essential he simply likes having a laugh. If you’ve in no way heard Fallon speak approximately why he does what he does, he sums up his motive right here: “…If all and sundry is struggling at all, that is my job. I’m right here to make you giggle. I need to make you've got got an amazing time.” His technique of creating the sector a higher location is to “make you giggle and positioned a grin to your face, so you can… stay extended lifestyles. Isn’t that the entire aim of what we’re doing — have a laugh?” The Onion Satirical information supply The Onion takes modern troubles and gives them thru the lens of the ludicrous… direction girded through the unnerving undercurrent of fact. Sometimes blurring the road of political correctness with taboo subjects or reporting style, The Onion indicates it isn't afraid to talk on any information. In the funny video phase below, they subtly spotlight the factor that no person virtually is aware of what “the cloud” is. The Jester Consumer Jester purchasers have a tendency to be a more youthful demographic, even though of direction, there are human beings of every age who appear to be perpetually “younger at heart”. Jester purchasers are becoming off through severe subjects or those who are too severe, in order that they have a tendency to flock collectively with others of similar “carpe diem” attitude. They will keep away from doing matters which might be boring, although the one matters are vital. Therefore, to marketplace correctly to Jester purchasers, manufacturers should discover approaches to be applicable and slice facets in how and what they communicate. This is specifically genuine if a logo wishes Jester purchasers to do something severe (like purchase coverage) — it's going to want to discover a manner to reframe the preferred motion to be greater in keeping with the Jester mindset and interest span. The zanier the higher! Jester purchasers respect creativity and cleverness. Is Your Brand a Jester? Does your logo assist human beings experience lifestyles or stay withinside the second? Do you've got got a laugh-loving subculture? Is being smart or quirky a technique you operate to assist human beings to see something differently? If so, you will be a Jester logo. Still now no longer positive which archetype defines your logo? Take the logo archetype quiz to discover your consequences after which take a look at out a top-level view of the 12 logo archetypes to examine greater.

Brand Archetypes — Meet the Everyman It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands that are relatable in this way will go a long way in capturing the hearts of their consumers. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The EVERYMAN PROMISE: Everyone is created equal. CORE DESIRE: Connection with others GOAL: To Belong FEAR: Being seen as elitist, not being welcomed STRATEGY: Develop common virtues; blend in GIFT: Empathy and Authenticity MOTIVATION: Belonging All About the Everyman As modeled by the Regular Joe or the Girl Next Door, the Everyman archetype is wholesome and genuine – which makes it irresistibly likable! The Everyman tends to demonstrate the underlying American ideals of hard work and honesty and embraces common sense values and authenticity. The Everyman feels no need for pretense. It doesn’t desire luxury or measure itself by status symbols — as demonstrated by a high-powered executive who comes to work in jeans and sneakers, for example. Everyman wants to fit in and be part of a group. Its motivation is to belong and be accepted. While this generally means a surface-level embracing of all people, it also manifests into a joining of cliques, social clubs, and memberships, to be around like-minded peers. The Everyman brand archetype is easily seen in mom-and-pop stores, local diners, and community events that have a down-home culture, genuine and caring. TV shows like Friends, Seinfeld, and Cheers celebrate the simple joys of the every day and being surrounded by people who know and accept you. Personalities like country singer Blake Shelton win us over with homespun charm and good-natured humor. Brands like Wrangler Jeans, Wendy’s, Discover, and Budweiser are heavily dependent on the Everyman archetype. And even many who disagree with Barack Obama’s policies will admit that he himself is a relatable and likable guy. That’s the Everyman at work. The Everyman Brand in Action Everyman brands tend to have or portray a family culture, welcoming and inviting. Their products or services may have mass appeal or be applicable to a broad audience and are generally meeting a basic need, nothing fancy or extravagant. The marketing of an Everyman brand often speaks in a colloquial voice and uses wholesome imagery. There are no outlandish claims, nothing designed to get shock value. Money-back guarantees and other trust-building elements are common. Everyman brands will find that social media is a great outlet for them, and smart brands will use it to become even more relatable, transparent, and helpful to their customers. The organizational structure of an Everyman brand downplays hierarchy. Decisions are made democratically or by consensus. Working in teams is common. There is a strong sense of pride in the work that is done, and the atmosphere is comfortable and casual. The Different Levels of the Everyman Archetype Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed. Level 1: The Everyman archetype is expressed through seeking any sort of affiliation, typically spurred by feelings of loneliness. Level 2: One learns how to connect (form and nurture relationships) and fit in. Level 3: The dignity afforded to each person, regardless of differences, is realized and practiced. All in the Family There are different aspects of the Everyman archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding includes the Everyman as one of five related sub-archetypes. Everyman What you see is what you get. Without pretense, the Everyman is sincere, helpful, and genuine. Wanting to belong and get along with others, this sub-archetype treats everyone with dignity and respect. Unfortunately, in an effort to not ruffle feathers, the Everyman may succumb to a herd mentality and lose its own identity. Citizen The Citizen holds a deep responsibility to the community, believing there to be great value in the collective whole. With high integrity, the Citizen works for fairness and equality. The challenge for the Citizens is not to be overly zealous in their sense of righteousness. Advocate The Advocate is compelled to work for the greater good on behalf of others. With passion and energy, this sub-archetype is able to motivate and inspire others to action while uniting people behind a cause. The Advocate should be careful, however, to not let personal gain overtake the greater good. Servant The Servant is committed to helping others, whether in a subservient role or as a leader. With empathy, awareness, and commitment, the humble Servant asks for no reward for serving others. This can, however, become a weakness, leading to burnout or a desire for recognition. Networker The Networker creates communities and connections for the benefit of the whole. With an outgoing nature, the Networker is a social butterfly, friendly and relatable. The challenge this sub-archetype may face is the temptation to manipulate connections for personal gain. Real-world Examples of the Everyman Brand Discover The desire consumers have to be heard and understood is a frustration that many large corporate brands don’t address well. Discover’s well-known “We treat you like you’d treat you” campaign shows that this is a brand that cares about the experience of its customers, and is as relatable and responsive as you would be to yourself. Budweiser What brings people together better than a nice cold beer? Whether making new friends or relaxing with old buddies, there’s nothing pretentious about a Bud. Who doesn’t remember the classic “Whassup” Budweiser commercials? The original showcased the entertaining camaraderie shared amongst a bunch of guys — and inspired countless remakes that make this campaign one everyone can relate to. Wrangler If a nice comfortable pair of blue jeans isn’t Everyman, what is? Wrangler pulls very heavily on midwest cowboy culture, marketing to those who put in days of hard sweaty work. Along with their “Ultimate Cowgirl Next Door” contest, the brand epitomizes the Everyman principles of genuine, authentic, normal people who demonstrate American values. Moe’s Southwest Grill If you’ve ever walked into a Moe’s Southwest Grill, you’ll be greeted with a hearty and heartfelt “Welcome to Moe’s!” Every. single. time. It’s part of their laid-back and inviting atmosphere. Their brand video states: “We’re not fake, stodgy, or corporate. We’re open, honest, and down-to-earth. A place where friends, family, and coworkers check their worries at the door.” They have intentionally created a culture that feels very much like Everyman, where you’re free to be yourself, surrounded by friends. The Everyman Consumer Everyman consumers are neighborly, offering help when needed. They are respectful of others even when they don’t know (or particularly like!) them very much. They are reliable and believe in the merits of a hard day’s work. Usually frugal, they appreciate the simple things in life. They are humble and tend to root for the underdog. Brands that want to attract Everyman consumers should focus on the experiences they provide to them. A brand that is approachable, responsive, and friendly will go a long way in reaching these consumers. Innovation, while always important, is less of an issue for Everyman consumers. With a quality product in tow, brands should go back to basics and focus on giving Everyman consumers the assurance of trustworthiness, reliability, and openness. Is Your Brand an Everyman? Does your brand help people fit in or feel comfortable being themselves? Do you promote down-home “old-fashioned” values? Are your products/services something used in common everyday life? If so, you may be an Everyman brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Local SEO Matters Customers turn to search engines like Google, Bing, and Yahoo to find “restaurants near me” or the “best plumber in my city.” People unknowingly use Local SEO by searching for local businesses every day. Use these SEO Tips with relevant keywords and your specific location to be one of the businesses that show up for them. 81% of retail shoppers conduct online research before buying. The overwhelming majority of retail consumers start their journey with online research. GE Capital Retail Bank This is where local SEO enters the picture. You can reference our last blog post to refresh your memory here: “Did You Google It?” What is Local SEO? Local SEO is similar to search engine optimization, the main difference is that it focuses on web page design and improving a website’s ranking in local search results as opposed to search engine optimization. It’s all the same, but Google likes the differentiation, so, we’ll show you step-by-step how to do it. SEO Tip: How to Improve Your Local Search Ranking with Content Marketing The good news is that you can improve your local search ranking by making a few changes to your existing content. These SEO Tips will show you five ways to maximize your exposure to reach the exact type of customers searching for your products. Submit Guest Posts & Publish Content on Local Websites There are nearly 4 billion people worldwide connected to the internet, there has never been a better time for businesses to include blogging in their marketing strategy. SEO Tip: Contributing to a blog is an amazing method for improving your webpage and connecting with friends you haven’t met yet. There are nearly 4 billion people worldwide connected to the internet, According to a 2014 study, 4 out of 5 customers use search engines to find local information, including restaurants, services, and entertainment. Google Marketing Report Search engines like Google determine which local websites are relevant and useful to the searcher. According to the local SEO Guide, only the best local search results turn up based on a cellphone, computer, or iPad location when someone searches for “dog walkers” instead of every single link on the internet related to either dogs or walking. You’re logical, use the SEO tips you’ve been learning to have an impact. SEO Tip: Guest Writing Guest writing for a blog is the most ideal way to reach untouched connections and market your shop, product, or service. Google Marketing Report Finding a local business to write a guest post on is super simple. To show you how quickly it can be done, we will search Dover-based local businesses that welcome visitor posts. The most time-consuming part is to find nearby sites that welcome and invite visitor posts. Do a Google Search Open Google and do a Google search of your area to do it. Because formulas can be intimidating, and a bit much, there’s an example below. Type in Google search this formula ‘your query in URL: write-for-us‘ OR ‘“write for us” + [niche]’. This way Google will return websites. In the Google search bar, we typed: “Dover website write for us.” As you can see, two nearby sites offer visitor posting on the front page. Local, Dover NH, Google Search, Putnam Marketing SEO Tips: Action Items Search your location + website + guest post. Then your location + website + submit a guest post. Also try different search terms for your location, if appropriate. Such as your region, county, or nearby cities. For example, if you are in Boston, local SEO could be; “East Coast,” “New York City,” “Portland,” or “Manchester”. We Made You a Template to Get Started As a Capricorn who loves organization i.e. spreadsheets, my suggestion is to use a spreadsheet to organize the list (if you need a starting point, here’s a resource for you: Publish Content to Local Websites Template Tracker). SEO Tip: Use this template to organize your list to optimize Local SEO Make a list of potential websites to write for in your target area. Visit each site to check out their guest post guidelines, as well as the type of content they publish. SEO Tip: Determine which sites cater to the kind of audience you’re targeting Because Putnam Marketing is a web design company this website is perfect for us to contribute to. Let’s search for prominent Seacoast Online news websites by searching for, “Dover, NH news.” SEO Tips: Backlinks Matter As you can see in the screenshot above Seacoast Online publishes content related to “Things to Do,” “Food & Drink,” and “Spotlights” in the Sea Coast Area. This site may be a good place to submit a guest post about a local restaurant, attraction, or event. Another way you can earn valuable links from high-authority local sites is through backlinks. Some websites provide backlinking opportunities to local businesses by creating a local resource list, or by highlighting local deals. Seacoast Online Local Menu As you can see in the screenshot above, publications like Foster’s Daily Democrat and Seacoast Online are among the top results. If you check out some of these publications, you might be able to find an opportunity to earn links to your site. SEO Tip: there are resources waiting for you to find them. One bite at a time. Let’s check out Foster’s Daily Democrat. If you go through the website’s menu, you’ll find “Local Deals” towards the bottom. This suggests that the website allows local businesses to list their deals and earn links to their sites. Why Should You Shop Local? Google Search Results SEO Tip: Find Relevant, Local Keywords You already know the importance of keywords for search engine optimization. Keywords are crucial for local SEO as well and should be used to enrich and optimize your content. That’s a fancy way of saying; write your content to match what people are searching for. Whether you’re publishing a blog post on your site, rewriting your site content, or submitting a guest post; using the right keywords can help you attract local searchers. Did you Google It? The best keywords are those that are relevant to your business and have high search volumes in your target location. (We use Chrome Extensions Keywords Everywhere and SEO Quake) to cut down on the amount of time it takes to find top keywords). Add your location keyword to those business-specific keywords and use that combination to optimize your content. Another Great SEO Tip This is a little more advanced than we’ve gone, so skip it if it’s confusing. Find keywords through Google Keyword Planner which will help with further SEO setup (we haven’t gotten to it yet, but for the big picture it’s below). Before you use this tool, you will need to set up your AdWords account. Once your account is set up, go to the homepage, and click on “Tools” at the top of the page. Then select the “Keyword Planner,” as shown in the screenshot below. When you get to the Keyword Planner page, select “Search for new keywords using a phrase, website, or category.” Then begin your keyword research using phrases related to your business. As shown in the screenshot below, you will see fields to enter a relevant phrase, your landing page, and your product category. You can also select your target location. This is a quick way to narrow down your end-user for Google. SEO Tip: Write Local Content This is where things get tricky. You can’t just use the keywords over and over, Google’s smart. Get Creative. Now that you have a list of the best keywords to use, it’s time to infuse them into your website content for better local search ranking. It’s not enough to simply use these keywords in your page content Make the most of them by writing local content posts for your blog. You can compile local “Top 10,” and “Best Of” lists that are related to your industry or niche. Or you can write useful how-to articles or guides relevant to your industry, and target location. This will help you attract a relevant local audience. SEO Tip: How You Can Get Involved on the Backend Let’s search for keywords related to, “car dealership,” and keep the target location as Dover, NH. This will bring up a long list of potential keywords. The goal is to make a list of keywords with high average monthly searches, and low competition. You can then combine them with your city/location and use them to optimize your content for local search. For example, “car dealer in Dover,” or “Dover car dealer.” We Found the Perfect Example Dover Honda nailed it. Their website has useful car care and maintenance tips for local customers. Their service area includes Maine, New Hampshire, Boston, and the surrounding areas. As you can see in the screenshot below, they provide readers with car buying types, Dover Guide, and What’s Trending, and mentioned their service areas in the blog post. Local “Write for Us” Search Results Cross-Promote on Social Media Platforms This is an absolute no-brainer. According to Statista, the number of worldwide social media users will increase from 2.34 billion in 2016 to 2.51 billion in 2017. With those kinds of numbers, likely, many of your target consumers are already using social media. The Impact of Social Media If you’re not already doing so, it’s time to start promoting your blog posts and guest posts on social media. The basics; are Facebook, Twitter, Instagram, and LinkedIn. Social media can be a great way to engage your followers, and drive traffic to your website. Facebook Is About to Become Your Best Friend From someone not really into Facebook (even a little), as an SEO marketing tool, Facebook is at the top of our list. Let’s say you’re a restaurateur, or your business is related to the food industry, and you’re based in Dover, NH. You can write a blog post that lists the best places to get fresh organic ingredients locally. To find relevant groups and pages on Facebook, search for, “Dover, NH food.” You can then sort the search results for “Pages” or “Groups.” For public Facebook groups, all you must do is join. For closed groups, you will have to ask to join or be added by a member. Join Virtual Groups Here is an inside tip for joining groups When you join a group, spend the first few days to a week engaging, liking posts, responding to posts, thanking them for the warm welcome, and THEN posting. Social media is just like a physical group and there are unspoken tribal group rules that are expected to be respected and acknowledged. How to Contact Page Owners To further engage local audiences, and grow your follower base, join relevant local groups on social media platforms. Then share your location-specific content in those groups. You can also reach out to relevant, local Facebook pages for help promoting your content. To contact page owners, and admins for Facebook pages, go to their page. You will see an option to “Message” the page. Send them a short, friendly message with a description of your content, and why you think it would be useful or interesting to their fans. Then politely ask them to share it on their page. Similarly, you can also join relevant LinkedIn Groups to promote your content. Just select “Groups” from the drop-down menu in the search bar, as shown in the screenshot below. In the search bar, enter a relevant search term with the location name to specifically target local audiences. To find a LinkedIn group where local business owners network, use search terms like, “Boston, MA Business,” or “Boston entrepreneur.” Participate In, and Write About, Local Events, Activities, Reviews, etc… In the first point, we covered the important role backlinks from local websites play in your local search ranking. And you learned how to build your local link profile through guest posting. Another way to earn local backlinks is to get involved in the community. Participate in local events, charity drives, or awards (nominate someone special to you or a mentor who has changed your life). You may be able to get a backlink from the official website of the organization or event. If being a participant isn’t your cup of tea, you can also earn links by sponsoring local events, clubs, sports teams, and organizations. Participate in the Local Community Your participation or sponsorship may be considered newsworthy by local publications, which means you could earn more links from local news sites. Not only will getting involved in the community help you improve your local link profile, but it can also help you build your brand’s reputation. According to Search Engine Journal, your real-world prominence can affect your local search rank as well. Participating in a local event isn’t just great for earning backlinks or boosting your reputation. It also allows you to enrich your blog with local content. You can write a post about the event, and your experience or involvement, and publish it on your blog. If possible, include high-quality photos and/or videos from the event in your post to optimize engagement. Now, Optimize Your Content for Local Search How to Optimize Your Content: Use relevant keywords Use the Title Correctly Post consistently Local links not only help drive traffic to your site and improve your page authority, but they can also help you build a good brand reputation. We can’t say this enough: Another important SEO Tip is to enrich your website with high-quality local content to attract and engage a local audience. Time and Patience Pay Off Make sure that you optimize all your website content, blog posts, and guest posts with location-specific keywords. With the local SEO tips and strategies above, all that’s left to do is for you to get to work on boosting your local search ranking. Which of these tips will you try out first? Do you have any additional advice for using content marketing for local SEO? Share your thoughts in the comments below. And if you have any questions related to local search ranking or the local SEO tips above, feel free to ask them in the comments section, or to reach out to me: at kate@putnam.marketing.com Visit our website for more SEO Tips and Tricks. #howdoyoudolocalseo #localseo #SEO

In the world of business, creating a strong brand is a game-changer, especially as your company grows. While in the early days, sales take the spotlight, as your business reaches a certain size, focusing on building a recognizable brand becomes crucial. What is Branding? Branding is all about creating a unique identity for your product or service. It includes elements like your name, logo, slogan, and design. Think of branding as giving your business a personality that people can easily recognize. Why Does Branding Matter? Having a strong brand helps people remember your business. Just like you think of Kleenex when you need tissues, or Coca-Cola when you want a soda, a strong brand makes consumers more likely to choose your product over others. When people see your brand on a shelf, they're more likely to trust it because it's familiar. The goal is for your brand to be the first choice for consumers looking for private-label materials. Building a Recognizable Brand: What You Need to Do Keep Things Consistent Make sure your brand looks the same everywhere, whether it's on a poster or online. Consistency helps people remember you. Use Approved Branding Stick to the official ads, logos, and materials. This creates a unified image for your brand. Share Good Content In the digital world, quality content is key. Regularly share smart and engaging content to keep your brand in people's minds. Team Work, Makes the Dream Work Creating a strong brand is a team effort. Everyone plays a part, from using the right materials to keeping a consistent look. If you need help with marketing materials, just reach out to the Putnam Marketing team. Together, let's make your brand stand out! #SEO #socialmedia #content #branding #socialmediamanagement Kate Putnam 20+ Yr Digital Marketing Pro | Driving Success for Local SEO & National Brands | SEO & Social Media | Innovative Solutions Expert | Results-Oriented Leader Let's Collaborate! Enhance your brand's visibility, engage your audience, and get on the top of Google. Email: kate@putnam-seo.com Website: putnam-seo.com Are You On the Top of Google? 15 Practical SEO Tips and Tricks for 2024 by Putnam SEO Marketing

According to The Hero and The Outlaw, archetypes have existed as long as mankind has told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film, certain characters emerge (Mark & Pearson, 2001). Awakening the Heroes Within, Twelve Archetypes to Help Us Find Ourselves and Transform Our World, Carol S. Pearson Bring it back to today. What are Brand Archetypes? A brand archetype represents a brand – its symbolic meanings, values, behaviors, and messages – as a persona, making it more instantly recognizable and relatable to target audiences. Brand archetypes offer businesses a personality that makes them approachable and relatable to people with similar values. History of Brand Archetypes Swiss psychiatrist and psychoanalyst Carl Jung proposed that humans utilize symbols to help them grasp complicated topics. The concept of ‘brand archetypes,’ as we know them now, originated with Jung, a psychologist who collaborated with Sigmund Freud. He thought that everyone had fundamental human needs that are both primal and instinctual. According to Jung, there are collective patterns or symbols that appear virtually everywhere on the planet as elements of myths and, at the same time, as individual creations of the subconscious. Jung believed that some pathways to better human knowledge have remained both recognized and ageless throughout history and that these pathways should be classified. Furthermore,  those classifications display clearly known personality traits. Especially in the case of brands, customers, and organizations trying to identify their customer populations, are referred to as archetypes according to Jung. Each of our wants is associated with a distinct brand archetype. The notion is that by adopting a certain personality, businesses may demonstrate to their consumers that they understand their wants, expectations, and pain areas. Brand archetypes have the power to embody and reflect the personality of brands. Assisting companies connect with their ideal customer through a specific customer persona. As it relates to brands, the concept of archetypes is generally universal and useful as an orienting tool for brand managers wanting to concentrate their team’s efforts. Archetypes are the title, essentially the embodiment of particular wants and behaviors. If you need more context check out Putnam Marketing‘s other Brand Archetype Posts. Assuming you’ve created a product or a service and narrowed down your ideal consumer, it’s time to build a brand archetype that enables you to connect to a certain type of consumer. This aids in the development of better client relationships, reducing the risk of your company becoming a commodity. Archetypes help you identify your brand by emphasizing your own/brand’s personality. Customers will automatically choose the company that they feel more at ease while looking for solutions to their problems. (Local SEO is clutch here). The Purpose of Brand Archetypes Jung believes that archetypes are a universal human understanding that may be tapped into. Brand Archetypes can take a sales pitch or an elevator pitch and marketing efforts to turn them into a persona that ideal customers can relate to. This all sounds nice, but you are definitely asking how archetypes connect to corporate goals. Consider the following purpose of archetypal branding to further understand why they are important to your bottom line: Support Brand Experience Set the tone for consumer interactions and relationships. A brand with a caregiver archetype, for example, will emanate a helpful, friendly, and supportive attitude. After subconsciously establishing these qualities, a consumer will set expectations for the new brand experience. In a perfect world, a brand lives up to the hype. When this occurs, a consumer trusts you and your products. A loyal client base is built on recurrent, consistent interactions. Adapt to Customer Desires Another purpose of brand archetypes is that they may be individually adapted to the requirements and desires of your market. There is an archetype for everything, whether it be creativity, drive, or brave. A subliminal way to connect a customer’s needs with product offerings is through brand archetypes. This enables people to understand how your product may help you achieve their own goals, leading to deeper, more real interactions with customers. Stand out against your Competitors Do you want to know how to stand out in a competitive marketplace? A powerful brand archetype might just be the solution you’re looking for. Brand archetypes motivate you to go deep into your brand’s history and discover the why behind your business. The people, places, and concepts that influenced the origins of your brand are really unique to your brand. This is extremely critical to keep in mind, especially if your business and another company in your chosen industry have the same archetype. 12 Brand Archetypes and Real-World Examples Identifying the right brand archetype is an important step toward creating a brand identity to which your target audience can relate. In fact, the world’s most successful companies have well-established archetypes that are represented in every element of their brand heart, voice, and identity. Choosing the right archetype can also improve your brand’s positioning and provides consumers with the brevity they need to grasp your brand’s why. To help you select the right brand archetype, here are Carl Jung’s 12 brand archetypes: 1. The Outlaw Outlaws are incredible. Think Harley Davidson, Vans, and Snickers, are a few of the best examples of Outlaw brand archetypes. They love to go all out, and they often do it with style.  It is exciting and there is a lot to learn from it. Keep a close eye on them because you will surely have a great time enjoying how they represent their respective brands. 2. The Magician When we talk about The Magician brand archetype, the first thing that comes to mind is none other than Disney. Disney is known for bringing magic and glitters into our everyday lives, from its fantasy films and music to the magical experience brought by its world-famous amusement park, Disneyland. Questions to ask yourself if you may be a Magician Type: Is your brand creating a significant influence on your consumers? Is it possible for your brand to make problem-solving enjoyable? Is your brand a source of inspiration for everyone’s imagination? If your answer to the questions above is “yes” then your brand is likely to be a Magician archetype. Magicians do not only think outside the box; they put the box in front of you and present you with a surprise. 3. The Hero A Hero is an idealist.  They strive for excellence, meticulousness, and fearlessness. Simply said, if your brand guarantees excellence together with trust and self-assurance, it is a hero, both literally and metaphorically. The best thing about engaging with a Hero brand is that they will either go to great lengths to ensure you are acknowledged or take excessive time to answer. The Hero brand archetype also rises to the occasion. They promote the importance of self-confidence and change. Nike is known as a transformational instrument that helps individuals reach their greatest potential, rather than a footwear supplier. Just Do It. 4. The Lover Encouraging closer connections through passion and romance (I’m barfing in my mouth) The Lover (think cheesy Hallmark cards) promotes spiritual, family, and companionable ties as well. Strengthening connections with the individuals and things that truly matter (like that Hallmark card). Ask yourself: Is your brand sensuous, emotional, and loving? Are you a giver and visually pleasing? Do you believe in peace and a pleasant environment? The goal of the Lover brands is to connect to Lover personas in their target market by making them feel wanted, valued and sought. They stimulate passion and delight in connecting with these customers. Their speech has a sensuous tone to it, and they use seductive language and phrases. 5. The Jester In branding, the Jester personality archetype enjoys living life to the fullest and having a good time for themselves and others. These brands are upbeat and look for the positive in every scenario. Because they have never lived within one, jesters think outside the box, which makes them exceptional inventors. On the surface, Jesters live for the present, but on a profound level, they recognize that life is short and that laughter should be included in it. The Jester brands connect to individuals who are youthful at heart. The Jester companies are associated with fun times and the light-hearted, optimistic side of life in their branding strategy. Laughter is how they communicate and engage with their target audience. 6. The Everyman It’s in the name. The Everyman brand archetype is defined by a sense of belonging and recognition. These businesses prioritize the ability to blend in with the crowd and appear to be an “ordinary guy.” Think Levis, Carhartt, and Chippewa Boots. In whatever part of their work, these brands are not over the top. The Everyman archetype is trustworthy, optimistic, and eager to fit in. The Everyman is your everyday person: unpretentious, approachable, decent, and at ease. Hard labor, common sense, dependability, and honesty are important to The Everyman. They aim to attract a wider audience, therefore they do not bother with the frills of grandeur. The Everyman connects with families and people from many cultures, connecting to individuals who live below the luxury line and, as the company puts it, “understand the worth of money better.” 7. The Caregiver The Caregiver archetype brand advertises its altruistic nature and publicly declares its desire to protect and care for people in need. The Caregiver brands are proactive and responsive, and they are present wherever a negative occurrence transpires. Nurses, Caregivers, and Frontline employees fall into the Caregiver category. Does your brand: Do you want your brand to be associated with empathy, assistance, and selflessness? Does your brand put emotions first and in the correct places? Is your brand charitable and promotes people-protection initiatives? Their branding approach focuses on assisting those in need, who are frequently fragile and sensitive individuals who demand a personal touch. They send forth warm and meaningful signals and treat life and work with generosity. 8. The Ruler The Ruler brand archetype expresses and expresses control. These brands place a premium on authority and are confident in their communication and actions. They exhibit supremacy and exercise leadership. They desire riches and success, which they seek to pass on to others who come after them. They are self-assured and responsible, and they appreciate having a sense of control. To attract their target audience, these companies goal is to reassert a sense of authority, power, and respect. They radiate a feeling of privilege and grandeur. Think Rolls-Royce. By seizing authority, the Ruler eradicates ambiguity. Rulers enjoy following rules, but much more so, they enjoy making them. Rulers believe in doing things the right way and creating solid, well-known businesses to match. They also want others to act with decency. 9. The Creator The Creator (also known as the Creative) brand archetype is defined by a strong drive to develop new and innovative things. These businesses appreciate uniqueness and skill, and they invite everyone to participate in or watch the realization of their vision. In order to cater to target audiences, the Creator’s branding approach involves honoring their innovation side and encouraging artistic freedom. Preoccupied with realizing their ideal, companies must demonstrate their capacity to create opportunities for self-expression. This archetype will interact with only the most free-form items that promote creativity rather than impose use. 10. The Innocent The Innocent brand archetype is all about happiness and optimism. The brands that use this archetype want everyone to be happy as well as protected. Think Johnson & Johnson. The Innocent, who bears no grievances, is genuine and fair, believing that everyone should be who they actually are. With transparency, easiness, and positive optimistic messaging, Innocent branding usually appeals to the target population in a captivating way. Innocent brands are associated with security and trustworthiness among these consumers. True Innocent archetypes can also recognize and understand that everyone has the right to live and the yearning to be happy. 11. The Sage In branding, the Sage archetype is portrayed as a seeker of knowledge and intelligence. These companies exude expertise and a sense of being well-informed. Their motivation is to learn about the world and share what they have learned with their followers. Sage’s branding approach appeals to the target audience while also recognizing their intellect. Complex meanings and technical terminology, as well as well-researched content, are valued by these companies. It is advisable to avoid employing simple methods when trying to communicate with Sages. Brands must demonstrate a high degree of competence and comprehension. Sage archetypes are meticulous scholars who despise misinformation and incompetence. They have a greater degree of intellect and social awareness than other people. Therefore, they are frequently considered as reliable and knowledgeable sources of information. 12. The Explorer Embodies a desire to step outside of their comfort zone and into an unknown situation where they feel more relaxed. Think of The North Face and REI. These companies promote boldness, as well as a passion for exploration and taking risks. In order to appeal to the explored customers, this archetype’s branding approach focuses on challenging them. These businesses emphasize the outdoors and the unknown, inviting consumers to join them in their exploration. Explorers, on the other hand, are not looking for upheaval or conflict. When taking on difficulties, they are comparable to the Hero.  They are looking for thrills and action, and businesses should be able to provide it. Top Reasons Why Brand Archetypes Are So Effective Connections and partnerships are increasingly defining today’s brands. Karen is out. Millennials and Gen Z don’t want big-box brands. They want the personal feel, the “buddy” feel. Consumers expect firms to be more accountable and trustworthy. Workers want a stronger feeling of purpose in their jobs. And businesses are always looking for new methods to create more effective and compelling brand experiences. This is why identifying your brand archetype will assist you in achieving your business and communication goals. In conclusion, here are the major reasons why brand archetypes are so effective: 1. Helps establish your identity as a brand Determining which archetype your brand belongs to provides your brand with personality and significance.  It creates a vivid image in your consumers’ thoughts and distinguishes your brand and messaging from those of competitors in the same industry. After all, people are drawn to brands whose ideals are similar to their own. 2. Accurately position your marketing strategies Finally, the implementation of your marketing strategies becomes a breeze.  This is especially crucial nowadays, given the prevalence of social media. The social map below is the best example of touch and impact that I could find: Consumer engagement can begin anywhere. This is why knowing your archetype is extremely beneficial when it comes to positioning your strategies and yourself as a brand. 3. Promotes employee and customer loyalty Brand archetypes inspire loyalty in both employees and customers. When people choose to do business with you, it shows that they believe in your brand’s core values. After all, the most successful businesses are those whose values, mission, and vision are founded on well-defined brand archetypes. Today’s consumers do not simply buy a product; they purchase the value and reputation that comes with it. 4. Supports product innovation and development Great products, from their usefulness to their appearance, are a reflection of their brand archetype. The success and adoption of new products among your target audience will provide feedback that will encourage improvements in your next cycle of product innovation. Why Use Brand Archetypes? When it comes to business, archetypes provide brands and organizations with what they want most: individuality, commitment, and sustainability. Let’s take a look at the multinational conglomerate company Virgin Group’s statement about their branding: “For over 50 years, the Virgin brand has been renowned for providing unique and exceptional customer experiences. Each Virgin branded company brings a fresh, innovative, and distinctive consumer proposition, shaking up the status quo to create businesses that lift experiences out of the ordinary. This clear focus on the consumer has given the brand the ability to expand into new sectors and new geographies. From Virgin Money’s unique customer store concepts to Virgin Red’s fresh perspective on rewards and how Virgin Voyages is set to re-invent the cruising experience – each Investee Business and Licensee strives to put the customer experience at its heart. Virgin’s brand purpose is Changing Business For Good.” We connect and relate to every brand archetype’s persona and objectives. They are timeless and universal, representing our most basic wants and desires. They help us get to know the business and its products better. Conclusion Choosing an archetype can help you to accurately describe your brand’s qualities and vision by anchoring you to a set of character traits. This will ensure that you stay true to your principles and establish a position that consumers can trust and relate to. Brand archetypes could also aid in a better understanding of your own company and the creation of targeted marketing strategies that emphasize the values you want to convey. Not to mention, if the business stays true to its principles, it will be renowned for what it says as a brand and not just its products. A brand archetype, when used effectively, can really help leave a lasting impression on your audience, whether you are a small startup or a large business. Visit us for more Brand Archetypes info! #12brandarchetypes #brandarchetypedefinition

Brand Archetypes — Meet the Sage What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The SAGE PROMISE: The truth will set you free. CORE DESIRE: The discovery of truth GOAL: To use intelligence to understand the world FEAR: Being duped; ignorance STRATEGY: Seek out information; understand processes GIFT: Wisdom MOTIVATION: Independence and fulfillment TABLE OF CONTENTS All About the Sage The Sage Brand in Action The Different Levels of the Sage Archetype All in the Family Real world Example of Sage Brands TED Oprah Winfrey The Sage Consumer Is Your Brand a Sage? All About the Sage The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. The Sage shuns ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others. Sage brands generally have high levels of consciousness and intelligence. Snags occur when the Sage becomes too focused on the dogma of objective truth and loses touch with social graces. (You Sherlock Holmes and House fans out there know what I’m talking about.) The neverending quest for absolute answers could also result in an acute case of “analysis paralysis” and prevent the Sage from ever taking action. The Sage Brand in Action Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN all position themselves as beacons, shining the light of truth in a dark, often confusing, world. The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge, or disseminating information. Examples include institutions of higher education, news sources, research firms, museums, bookstores, and libraries. Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colors such as gray, navy, or white for their marketing designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in an effort to make people see things in a different way. Adhering always to their quest for knowledge, Sage brands refuse to “dumb down” their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges, where not everyone is “good enough” and only a select few receive that coveted acceptance letter). The culture within Sage brands is often focused on analysis, learning, research, and planning. These brands encourage freedom of thought and individuality amongst their employees so they can develop the most valuable company asset – expertise. The Different Levels of the Sage Archetype Each archetype has levels, with the lower levels being less advanced, while higher levels are more evolved or developed. Level 1: Conducting a search for absolute truth by looking to experts to provide answers and objectivity. Level 2: Aiming to become an expert through critical thinking and analysis. Level 3: Achieving expert status through wisdom and a high level of confidence in one’s area of expertise. All in the Family There are different aspects of the Sage archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks the Sage (including the primary Sage) for a total of five to complete the family. Sage Motivated by a desire to seek the truth, the Sage values knowledge and learning. With an independent streak a mile wide and a healthy dose of skepticism, the Sage prefers to make rational decisions based on research. Challenges arrive in the forms of arrogance and a rigid reliance on dogma. Others dread the classic “know-it-all” attitude and accompanying air of righteousness. Mentor The Mentor’s very existence is devoted to sharing wisdom for the benefit and support of others. The ability to remain objective and be a good judge of character serves the Mentor well and ups the level of trustworthiness. Everything the Mentor does is based on a desire to make sure the right outcomes are reached. The Mentor needs to be careful about dispensing all that info because a “helping hand” can easily morph into “an iron fist” if no one’s watching. Detective Like all great sleuths, the Detective diligently searches to uncover what is hidden. The Detective possesses a fondness for puzzles and has a keen eye for empirical evidence, but is also deeply intuitive and relies on instinct. Even if the Detective doesn’t want to admit it, the search for truth can be a selfish pursuit rather than for the benefit of others and the Detective may land in hot water if the search for truth turns into snooping. Shaman Spiritual in nature, although not necessarily tied to religion, the Shaman has a mystical power to see and tell the truth, particularly from a “higher consciousness” or alternative perspective. (Deepak Chopra is a good example of a Sage brand that would fall into this subarchetype.) Dangers abound if the Shaman develops a false sense of power, as that could lead to bogus claims and manipulation. Translator A superb communicator, the Translator taps into universal truths by interpreting meaning and connecting patterns. An intelligent messenger, the Translator is attracted to communication and language. Before sharing those divine truths with the world, the Translator would be well served to remember the old saying “Haste makes waste” whenever the urge to make premature conclusions strikes. Real world Example of Sage Brands TED TED, which stands for Technology, Entertainment, and Design, is a nonprofit organization known mostly for its informational TED Talks on every subject imaginable. The group’s mission is to build “a clearinghouse of free knowledge from the world’s most inspired thinkers” and they believe in the power of ideas to change the world. Oprah Winfrey The Oprah brand positions itself as a source of information and enlightenment. Millions of people turn to her as a source of guidance and truth and accept her word as gospel. Evidence of the Oprah brand as a strong Mentor is everywhere: The Oprah Winfrey Show, the O, Oprah Magazine, a book club and even her own television network. Oprah’s brand pulls double duty as a Mentor (a trusted source of empowering support) and as a Shaman (since many of her topics focus on spirituality). In many ways, Oprah could be considered the ultimate guru. The Sage Consumer Sage consumers are a tough bunch. They don’t succumb easily to the “herd mentality” because they recognize the value of independent thought. But if your brand identifies with the Sage archetype, you will be among likeminded folks when reaching out to your customers. Sage consumers enjoy learning for learning’s sake and for the pure joy of adding new knowledge to their memory banks. They appreciate brands that are transparent and tend to be suspicious of brands that act like they have something to hide. They revel in hard data and brands that can give them a limitless supply will earn their trust. When approaching Sage consumers, don’t engage in high-pressure sales and marketing tactics. Instead, give them the information they need to make an informed decision. Since intelligence is the trait they prize above all else, it’s no surprise that Sage consumers aren’t afraid of products with a challenging learning curve. Talking down to your audience or coming on too hard are sure ways to turn off a Sage consumer. Is Your Brand a Sage? While most companies will perform some type of research and development, and hopefully don’t consciously strive to misinform, there are some brands for which knowledge and truth are top priorities, no exceptions. If your company’s reason for being is to seek out the truth, provide expertise or information to others, or if you place a high value on knowledge, your brand is likely a Sage archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Brand Archetypes — Meet the Lover Intimacy and connection — no man is an island. People want to feel special and Lover brands exist to meet this need. In this journey we call life, what’s love got to do with it? Everything. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The LOVER PROMISE: Love makes the world go 'round. CORE DESIRE: To attain intimacy GOAL: Being in relationship with things they love FEAR: Being alone or unwanted STRATEGY: Become attractive to others GIFT: Appreciation and passion MOTIVATION: Belonging and connection TABLE OF CONTENTS All About the Lover The Lover Brand in Action The Different Levels of the Lover Archetype All in the Family Examples of Lover Brands The Lover Consumer Is Your Brand a Lover? All About the Lover Don’t be misled by the name; it’s not just about romance. The Lover archetype encapsulates all types of love — parental, familial, friendships, spiritual, and romantic. The Lover wants to have close relationships, achieve intimacy, feel special, and make others feel special, too. The Lover is passionate and unashamed in fostering relationship and expressing appreciation. There is also a sensual aspect that the Lover archetype represents. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – give joy and delight to the Lover. We see this archetype expressed all the time, from Hallmark to Victoria’s Secret. Other examples are Beyoncé, Chanel, Godiva, SendOutCards, and eHarmony. The Lover Brand in Action The Lover archetype can show up in many industries, but is naturally seen in cosmetics, jewelry, fashion, and food. Wine and gourmet chocolate? Check. Spa treatments and beauty secrets? Check. Gifts just because? Check. With offerings like these, Lover brands help consumers to Find love or friendships Show appreciation to others Become more attractive to others Pleasure their senses Marketing for lover brands can run the gamut, depending on the type of love they represent. Deep jewel tones or fiery red are often used; or they may be softer more romantic tones. Elegant script typefaces or handwritten fonts can make an appearance. It may be friendly or could be edgy and erotic (of course sex sells — you got that memo, right?). In all cases, the marketing focuses on the consumer, making them feel special, and always has a strong emotional appeal. For Lover brands, customer appreciation is a way of life and is likely a big part of their business plan. Staying in good relationship with those they serve and providing customer service keeps the customer madly in love with them. (Cue heart eyes emoji here.) Organizationally, the Lover brand is intimate and elegant. It values partnerships and is collaborative and team-oriented, to the point of decision-making by consensus. Employees tend to be passionate about the vision and values, and quality of relationship throughout the organization is high. The passion of the Lover archetype is an asset. But it works both ways. On the negative side, passion can become jealousy, or in the case of brands, a competitiveness that can take over if not careful. Pricing for Lover brand offerings falls in the mid to high range. The Different Levels of the Lover Archetype Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed. Level 1 of the Lover archetype is pretty surface level, in terms of intimacy. This is where we find the pure pleasure-seekers — the casual fling or one-dimensional friendships. Connections may be established and are likely even passionate, but they are not truly intimate or personal. Level 2 of the Lover is all about forming deeper attachments and establishing commitments with who and what we love. We start to find fulfillment in these relationships. Level 3 brings us to a spiritual love. With a sense of wholeness and connection to others, it is a love that extends to mankind as a whole. Those who are familiar with the love of Christ can understand that as the ultimate expression, truly filling the deepest of voids we have for love. All in the Family There are different aspects of the Lover archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Lover) for a total of five in the family. Lover Faithful and passionate, the Lover is all about intimacy and togetherness. Don’t think it stops at kisses and roses, however. The Lover’s DNA pushes beyond romantic feeling to a state of being. The Lover appreciates beauty in various forms and values collaboration. The challenge facing the Lover is letting a fear of being alone, disconnected, or ultimately, unloved, overtake them. Romantic Like The Commodores, the sensual Romantic just wants to be close to you. Charming and charismatic, optimistic and sociable, the Romantic can be intense emotionally. This sub-archetype may profess “you complete me”, due to a strong belief in the power of oneness that stems from a shared love. The Romantic can stumble over its own optimism, however. The challenge is in removing the rose-colored glasses and not getting caught up in the chase. Companion The Companion is loyal and trustworthy, and is the comrade and confidante we turn to when we need a helping hand or a patient ear. This sub-archetype holds a deep respect for a person’s inherent value and values relationship. The Companion may be devoted to a fault — potentially leading to loss of self and a rise of dependency. Hedonist The Hedonist is the erotic and sensual sub-archetype. Living in the moment, and living for pleasure, the Hedonist seeks out the exciting things in life to indulge in. The Hedonist must be careful of indulging too much. This sub-archetype may also show disregard for others in pursuit of pleasure. Matchmaker The power of human connection and relationship dynamics are well understood by the Matchmaker, and this sub-archetype acts as a facilitator to draw people together. The Matchmaker uses strategy and intuition to spot patterns that can facilitate connections. The Matchmaker’s challenge is in allowing intuition to remain the guide when tempted to let judgment and personal agenda take over. Examples of Lover Brands Hallmark is a perfect example of a Lover brand. Hallmark facilitates connection for every relationship in your life, romantic or familial. From National Boss Day to National Nurses Day, you turn to Hallmark whenever you want to show someone you are thinking of and appreciate them. Hallmark leads to closeness. Christian Dior is known the world over for haute couture fashion, fragrance, and beauty products. Dior as a brand promises to make you beautiful and more desirable. The sensuality in the following Dior fragrance commercial blatantly speaks to the lower levels of the Lover archetype. Do you j’adore Dior? And really, what better example of unconditional love than that of our furry family members? Pet brands often heavily pull on the Lover archetype. Are pets possibly the perfect companion? The Mayhew Animal Home, an animal shelter in London, did a great job of showing how it feels to come home to ‘the one’ after a long hard day in a seemingly cruel and uncaring world. Cesar, a dog food brand, featured a touching relationship between a man and his dog. What the following commercial does so successfully is highlight a companionship dynamic as opposed to a caregiver dynamic. Instead of just a man and his dog, this becomes a relationship between two equals. Each one loves and is loved in return. The Lover Consumer The Lover consumer is driven to connect with others. In the Western world, we live in a society that has become more and more individualistic. As a result, the void for true meaningful relationship keeps getting bigger and bigger. The Lover consumer will look to fill this void in a myriad of ways — from seeking out like-minded people to bond with, to creating the best version of themselves to attract others to them. Lover consumers want to feel special. They want brands that love them and that they can love back. If their needs aren’t met, brands risk losing them to a competitor that can make them feel special again. Is Your Brand a Lover? Are you passionate about people? Do you dote on your customers, knowing you are nothing without them? Do you help people find or deepen relationships, or offer products that make them feel more attractive? Even if you don’t see your brand as romantic or sensual, if intimacy is the core tenet of your existence, you are likely a Lover brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more

Brand Archetypes — Meet the Hero The courageous triumph over adversity is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired — or saved — by a hero… where would we be without them? Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The HERO PROMISE: Where there is a will, there is a way. CORE DESIRE: To prove worth through difficult action GOAL: To exert mastery in a way that improves the world FEAR: Weakness or quitting STRATEGY: Become as competent as possible GIFT: Courage MOTIVATION: Mastery TABLE OF CONTENTS All About the Hero The Hero Brand in Action The Different Levels of the Hero Archetype All in the Family Examples of Hero Brands The Hero Consumer Is Your Brand a Hero? All About the Hero The Hero archetype is all about rising to the challenge, and it instinctively seeks to protect and inspire others. Whether on the battleground, ball field, or political stage, the Hero is determined to leave a mark on the world, often at the risk of great sacrifice. The Hero often must make tough decisions and think on its feet. The quintessential Hero seeks out challenges or feels ‘called’ to right a wrong, or both. The challenge to overcome may be humanitarian — to save the world at large — but may also manifest as a grandiose personal aspiration, like a resolve to scale Mount Everest. It’s easy to picture comic book superheros as iconic of this archetype. But in our everyday lives, we can look at Michael Jordan, Nelson Mandela, the Marines, Nike, and Red Cross as examples of the Hero. The Hero Brand in Action The Hero archetype is a natural fit for philanthropic organizations or businesses that have corporate social responsibility as a core tenant of their existence. Along with social initiatives, the Hero is easily manifest through athletic brands and the military. These are brands that represent or help people develop discipline, focus, and strength. The marketing of a Hero brand will often use powerful images and strong colors to communicate. It may use nature-inspired imagery that metaphorically represents a challenge, like tall mountains or rugged terrain. Definitive lines and shapes and roughness or texture will play a part in the visuals as well. The language will be idealistic, challenging, or noble — essentially saying “I dare you”, in a manner of speaking. The organizational culture of a Hero brand is typically achievement-oriented, holds itself to high standards, and requires dedication. In an unhealthy organization, this may foster competition and employee burnout. In a healthy organization, there is a clear sense of convictions that are lived out daily and fuels the passion to make a difference and overcome challenges. The Different Levels of the Hero Archetype Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed. In Level 1, the Hero displays the ability to overcome — competence as demonstrated through achievement or victory in competition. Level 2 shows the Hero archetype faithfully serving others, often out of duty, commitment, or conviction. In Level 3, the Hero uses its strength and courage to make the world better. This requires the greatest level of sacrifice. All in the Family There are different aspects of the Hero archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Hero) for a total of five in the family. Hero The Hero is represented by sacrifice, courage, faith, and strength. This archetype lives to triumph over adversity, and will overcome great odds to facilitate transformation. The downfall for the Hero may be triggered by an exaggerated sense of self-importance. Warrior In a word: fearless. The assertive Warrior has a strong sense of duty coupled with a healthy dose of bravery. Add to this a tactical mode of attack, and the Warrior is strong on strategy. The Achilles heel for this sub-archetype is a victory-at-all-costs mentality, in which the assertiveness turns a bit too aggressive. Athlete The Athlete’s goals revolve around physical ability and mental focus. Disciplined and achievement oriented, the Athlete is relentless in pursuit of a goal. The desire to be bigger, stronger, faster, and better is natural for this sub-archetype. The Athlete must be careful, though, not to use its physicality to bully or harm. Rescuer The Rescuer swoops in with a heart full of bravery to help others in need. With intuitive sensibilities and quick reflexes, the Rescuer becomes a familiar face in times of dire circumstances. The trap for the Rescuer? The misguided need to save someone just to prove its own worth. Liberator Fighting on behalf of the disenfranchised and powerless, the Liberator is a champion for humanitarian rights, justice, and equality. With strong convictions and a resolute hope, this sub-archetype does not accept defeat. The temptation for the Liberator is to allow the end to justify the means, however blurry the morality. Its staunch view of righteousness and justice can lead to revenge-seeking. Examples of Hero Brands Nike does Hero oh-so-well. Representing level one of the Athlete sub-archetype in the following commercial, Nike challenges every one of us to overcome the enemy within (our fears, doubts, and insecurities) …of course ending with the ultimate challenge — to Find Your Greatness. The Red Cross is an example of the Rescuer sub-archetype at the higher level, providing disaster relief and emergency response to those in time of need. Their 2015 year-in-review video combines an inspirational audio track with moving photos of those affected by a disaster along with those helping them through it. The International Labour Organization exists to promote social justice, human rights, and labor rights. Their video below speaks very aspirationally about the importance of social justice and ultimately asks the question “How can social justice be achieved for all?” The Hero Consumer The Hero consumer is typically achievement-oriented and competitive — even if just against oneself. In the quest to prove themselves, Hero consumers have a desire to develop their character or physical ability, and are often tenaciously dedicated to overcoming challenges. Hero consumers often see themselves as good, moral people; and, naturally, they are attracted to brands that demonstrate their convictions. Therefore, to win a Hero consumer’s heart, a brand must realize it is being evaluated on much more than just its product offering, but on the strength of its moral convictions. Is Your Brand a Hero? Take a look at your brand. Is it fighting an invisible enemy to address a social problem? Is it challenging people to get stronger and perform at their full potential? Is your underdog product actually the next big thing to change the world? If this resonates with you, your brand may be a Hero archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the

Brand Archetypes — Meet the Innocent The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives – simplicity and happiness. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The INNOCENT PROMISE: Life doesn't have to be hard. Keep it simple.. CORE DESIRE: To experience paradise GOAL: To be happy FEAR: Doing something wrong that will provoke punishment STRATEGY: Do things right GIFT: Faith and optimism MOTIVATION: Independence and fulfillment TABLE OF CONTENTS All About the Innocent The Innocent in Action The Different Levels of the Innocent Archetype All in the Family Real-World Example of the Innocent Brand: Coca-Cola The Innocent Consumer Is Your Brand an Innocent? All About the Innocent The Innocent is an eternal optimist who always sees the good in people and in life. Purity is at the heart of every action, and as a result the Innocent believes in redemption and lacks guile. Free of corruption, the Innocent seeks the promise of paradise. This brand archetype is associated with simple pleasures and wholesomeness. With our busy lifestyles, we are attracted to the focus on simplicity. For prime examples of the Innocent archetype, look no further than Dorothy from the Wizard of Oz, Ronald McDonald, Real Simple magazine, and Coca-Cola. The Innocent in Action The Innocent archetype is most prevalent with mom-and-pop shops, nonprofit organizations, and churches. Their marketing often appeals to the nostalgia of simpler times and may use muted color palettes and gentle imagery. The products behind Innocent brands are quite often natural or pure (e.g. cotton, soap, organic foods). The organizational culture and customer service is focused on being truthful, honest, and reliable. Generally not very innovative, these companies stick to what works and is predictable. Pricing tends to be low to moderate. The Different Levels of the Innocent Archetype Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed. Level 1: of the Innocent brand archetype includes people who feel paradise is their birthright and not having it makes them angry. They are defined by a childlike perspective and traits such as naïvete and narcissism. Level 2: is the midpoint in the process of achieving innocence that focuses on renewal, reframing, and cleansing. People at this level are still searching for paradise but haven’t quite found it yet. Innocents at level 2 are seeking to reinvent or renew themselves through new beginnings. Level 3: belongs to the most highly evolved Innocents who believe that people make choices for a simpler, values-driven lifestyle and as a result create their own paradise and sense of spiritual oneness. The belief is that innocence (paradise) comes from within, not from outer experiences. All in the Family Within the Innocent family are many different angles of the archetype. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Innocent archetype) for a total of five. Innocent With an unbridled sense of wonder, the Innocent sees the world as honest and wholesome. This sub-archetype embodies a sense of renewal, inner peace, and nostalgia. It is pure, virtuous, and faultless. The challenge it faces is the tendency to avoid or deny problems. Child Bursting with energy and a positive attitude, the Child is easily amused, entertained, or fascinated. The Child demonstrates a relentless belief in the goodness of humanity and is open to possibilities. Its curious nature tends to bring out the best in others. Challenges exist in that the Child is easily influenced and unable to grow up and assume responsibility. Dreamer With the ability to be swept away by possibilities, the Dreamer communicates abstract ideas with the help of a vivid imagination. Possessing the faith of a child, this brand archetype prefers to live in the paradise of the mind. However, it lacks the structure necessary to execute ideas in the real world. Idealist The Idealist is driven by the belief that the individual can make the world a better place and believes in the possibility of positive change. Motivated by the ideals of harmony and peace, cooperation and collaboration, the Idealist acts as a catalyst for positive change. Unfortunately, the Idealist tends to view the world through rose-colored glasses and chooses not to see potential dangers. Muse As its name implies, the Muse is a source of inspiration and serves as a conduit to knowledge and understanding. Although the Muse excels at motivation, its unfocused energy can sometimes bring chaos. Real-World Example of the Innocent Brand: Coca-Cola Even though the product itself is not wholesome (here, have an artifically flavored glass of sugar and acid that will rot your teeth and give you diabetes!), the company still positions its brand as an Innocent (remember, branding is all about perception and meaning) and the world believes it. During WWII Coca-Cola was marketed as a cool, refreshing, nonalcoholic drink for soldiers and soon the bubbly brown beverage became directly associated with American idealism. In 1971, Coke rolled out one of their most well-known campaigns. Singing about wanting to buy the world a Coke, a diverse group of individuals, glass bottles in hand, extolled the product’s diplomatic virtues. With the slogan “It’s the real thing,” Coke aimed to unite the countries of the world through carbonation. Another commercial shows that even during the busiest moments of parenthood, a cold Coke equates to a simple moment to breathe – and accompanies a pregnancy announcement. For soda drinker, this is happiness epitomized. Switching between the perspectives of a 100-year-old man and a new baby arriving in the world, a third commercial reflects the ideals of the most developed level of the Innocent. The centenarian narrator tugs on heartstrings as he travels from his island home to the city and speaks about a self-realized paradise, one in which relationships are what is important in life and happiness comes from within. In an interesting twist, this commercial also speaks to the lower level of the Innocent archetype which believes that “happiness is your birthright.” And finally, in true Innocent fashion, the company used a childlike commercial, complete with sweet polar bears and a cuddly cub, to prove that Coke does, indeed, make everything alright. The Innocent Consumer Consumers drawn to the Innocent brands are looking for products that provide an experience of peace and goodness. They like brands that make life simple and when they find a brand they can trust they are loyal to it. These consumers long to have the ideal life, complete with a perfect mate, well-behaved kids, a fulfilling job, and a nice home. They strive for goodness, are very often trusting, and have a great deal of faith in others. They are a traditional lot and do not seek change. Is Your Brand an Innocent? Ask yourself: Is the goal of your company to help people find or realize happiness? Does your company value simplicity and ethics? If you answered yes, it is very likely your brand is an Innocent. To get the most from your marketing dollars, you should do all you can to communicate these values to customers. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Brand Archetypes — Meet the Creator Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control. Hanging in this delicate balance, we find visionary and innovative brands that value imagination and self-expression, particularly in the fields of the arts, design, marketing, and technology. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The CREATOR PROMISE: Trust the creative process. Express yourself. CORE DESIRE: To create something of enduring value GOAL: To give form to a vision FEAR: Having a mediocre vision or execution STRATEGY: Develop artistic/technical skill GIFT: Creativity and imagination MOTIVATION: Stability and control TABLE OF CONTENTS All About the Creator The Creator Brand in Action The Creator Consumer The Different Levels of the Creator Archetype All in the Family Real-World Example of the Creator Brand: Adobe Is Your Brand a Creator? All About the Creator The Creator archetype contributes to society and provides structure to the world by bringing something into being — by realizing a vision. The Creator gets deep satisfaction from both the process and the outcome of creating something that did not previously exist. This archetype trusts in the creative process above all else and lives for authentic self-expression. The inventor, artist, writer, and entrepreneur are representative of the Creator archetype. Inherently non-conformist and sometimes self-involved, this archetype desires freedom of expression and doesn’t like to feel stifled. At the core for the Creator is this reality: the act of structuring something into tangible form is an outlet — a way to exert control in an otherwise uncontrollable world. The Creator Brand in Action The Creator archetype is a natural fit for many marketing, design, and technology brands. But any brand that dismantles old systems or processes and creates something new in its place would be expressing the Creator archetype. Organizational consultants fit this bill quite nicely. Brands that focus on self-expression of any sort exemplify the Creator archetype. You may recognize the Creator in brands such as Crayola, Good Housekeeping magazine, Sony, YouTube, and Pinterest. The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves. For product-centric brands, the marketing may actually, in word or image, compare their products to high-end artwork in order to evoke equivalent expressions of appreciation and awe. The internal culture of a Creator brand is focused on innovation and quality. High value is placed on both the creative process and the outcome. The organizational structure of a Creator brand, whether loose or ordered, is always collaborative. Teamwork and brainstorming sessions are critical, yet must still allow employees autonomy and the freedom to create. For a Creator brand’s offerings, pricing may be mid to high, however, the bottom line is often focused on beauty or enduring value just as much as money. The Creator Consumer Trying to appeal to a Creator target market? Know that the Creator consumer is intolerant of cheap, mass-produced junk. This makes sense because Creator consumers demonstrate their taste and quality standards by the things they buy. In other words, they buy expensive items not to impress others, but to express how much they love beautiful and high-quality things. Purchases, like anything else for the Creator consumer, are a means of self-expression. While upscale products with beautiful design will win the appreciation of Creator consumers, this does not mean Creators are snobs that only purchase high-ticket items. On the contrary, you may find Creator consumers at flea markets looking for the latest bargain to turn into their next project. The Creator consumer is a ‘do-er’ and this manifests itself in many ways — gardening, woodworking, sewing, or decorating the house, for example. DIY projects and beautifying their surroundings are activities the Creator consumer is drawn to. If marketing to a Creator archetype, know that the Creator can be awakened in many of us —particularly in turbulent times. This instinct speaks to the need to control our world by creating our own environment. The more out-of-control the world feels, the more people crave the outlet of creating and self-expression. It becomes a form of healing and stability. The Different Levels of the Creator Archetype Each archetype has levels. The lower levels are less advanced, while higher levels are more evolved or developed. Level 1: At its most basic, the Creator archetype is expressed by the act of creating, but not truly innovating. At level 1, “creativity” happens by simply imitating others. Level 2: Once able to move past imitation, and starting to give form to one’s own vision, the archetype begins to express authenticity. The process is deeper and more introspective, coming from within instead of looking at what is already out there. Level 3: At its highest level, the Creator archetype fosters true innovation and beauty, and creates something enduring that is able to influence society. All in the Family There are different aspects of the Creator archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks down the Creator into sub-archetypes (including the primary Creator) for a total of five to round out the family. The thread that runs through this family is one of imagination and realizing the intangible. Creator A passionate need for self-expression is the defining characteristic of the Creator. While highly imaginative with non-linear thought patterns, the Creator might be whimsical but should not be mistaken for flighty. On the contrary, you will find a Creator to be highly dedicated and achievement-oriented, with a highly developed aesthetic. Not surprisingly, perfectionism can cripple the Creator, along with fears of judgement and mediocrity. Visionary The Visionary, insightful and perceptive, is often a very good strategist. Bringing an enlightened perspective along with a great imagination, this sub-archetype is able to see the potential for the greater good that others may not realize. However, the Visionary must avoid the temptation to shift the vision to control the outcome or to please other people. Storyteller When imagination is combined with the gift of communicating, the Storyteller sub-archetype emerges. The Storyteller thrives on dramatic expression, and is capable of bringing to life ideas and concepts that allow people to connect to something on a deeper level. Naturally, the temptation to tell tall tales is a challenge for the Storyteller. Exaggeration or misinformation for the purpose of a good story or to manipulate an outcome must be kept in check. Artist The Artist sub-archetype channels the intangible into a tangible form. With a deep psychological need to express itself, the Artist is often very emotional and deeply inspired. This sub-archetype, with an inborn curiosity and a playfulness, will bring an unorthodox perspective that challenges the norm. The challenges facing the Artist are a fear of failure, or taking on too much. It should also be careful not to fall into the stereotypes of the starving artist or mad genius. Entrepreneur Often displaying traits of a Type A personality, the Entrepreneur is achievement-oriented and ambitious. Led by a vision, this innovative self-starter is strong at generating ideas and thrives on turning dreams into reality. Unfortunately, the Entrepreneur may have a difficult time following through once the adrenaline wears off. Real World Example of the Creator Brand: Adobe Adobe Systems Incorporated is a prime example of a Creator brand. With core values of being genuine, exceptional, innovative, and involved, Adobe’s corporate responsibility revolves around the belief that creativity is the catalyst for positive change. Internally, Adobe epitomizes a Creator brand. From their internal innovation process (which they’ve packaged up as “innovation-in-a-box” and made available to the public) to abolishing the employee performance review in order to foster a less competitive, more creative atmosphere, they live out their values every day. Adobe is probably best known to the general public for their software Photoshop, the image editing software whose very name has become synonymous for manipulating photos. As the industry-standard for creative digital work, Adobe brings out the Creator in all of us, at various levels. Tutorials abound for using Adobe’s software, like “How to Create a Pencil Drawing From a Photo In Photoshop” on their YouTube channel. Remember in Level 1, the archetype is expressed by imitating others. By watching Adobe’s tutorial, you can do exactly what the pros do, and gain satisfaction from creating, even if you aren’t exactly innovating. Adobe’s video series “Get Inspired by…” looks at the work of creatives and how they use Adobe products to realize their visions. With beautiful aesthetic and production, the videos themselves are works of art. While these videos will appeal to Level 1 of the archetype who hope to be able to emulate the process; they actually speak to all levels of the Creator archetype. Imagination and inspiration are key for a Creator at every stage of development, and Adobe is keenly aware of this. Adobe and FEED Foundation, an organization whose mission is to end world hunger, came together in a 7-day challenge to design FEED’s 2015 holiday campaign. Operating on Level 3 of the archetype, Adobe is partnering to create something of true value to impact society. Part of Adobe’s statement announcing the challenge recognizes this: “As design plays an increasingly important role in business, we’re seeing a new breed of entrepreneurs emerge: those who put design at the heart of their product and business strategy and couple it with a desire to profoundly impact the world at large.” Adobe + FEED. 6 Creatives. 7 Days 1 Campaign. Is Your Brand a Creator? You don’t have to be in art or design to be a Creator brand. Look past the obvious creative fields and ask yourself – do you value beauty and quality? Do you offer consumers ways to re-create or re-imagine something? If your product or service allows others to express themselves, encourages DIY projects, or helps foster innovation, your brand may be a Creator archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Just think about where we’d be without structure and order in our lives. While power, control, and authority may be easy to abuse, chaos still needs to be managed. Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The RULER PROMISE: Power is what moves the world. ESSENTIAL DESIRE: Control GOAL: To foster growth and prosperity FEAR: Disorder; overthrow Exert strong leadership. GIFT: Accountability and initiative MOTIVATION: Consistency TABLE OF CONTENTS All About the Ruler The Ruler Brand in Action The Different Levels of the Ruler Archetype All in the Family The Ruler Consumer Real-world Examples of the Ruler Brand Verizon Microsoft Rolls Royce Hugo Boss Is Your Brand a Ruler? All About the Ruler The Ruler archetype attempts to control chaos in order to avoid it. The Ruler works to get (and maintain) authority because they want to feel comfortable and secure. The Ruler is attracted to things that are robust, ageless, and of the highest quality. He loves rules and regulations. This archetype wants to assist others in achieving success and security since it sees itself as a role model for others to follow. Rulers follow the rules and conduct "correctly," as the name suggests, and they also want others to do the same. Consider the extreme of a watchful mother rearing a responsible child. A brutal dictator at the other end is vying for control of the world's nations. There is a vast spectrum that expresses the archetype between the two extremes. For examples of the Ruler archetypes around us, we can look at Donald Trump, Verizon, Microsoft, Rolls Royce, Rolex, and Hugo Boss. Using the Ruler Brand Clearly visible ruler branding can be seen in sectors like security, technology, banking, and government. They are suitable for any company that provides high-end goods or services. The marketing strategies they employ will appeal to consumers' desires to be significant, powerful, and prosperous. Imagination is frequently formal, statuesque, regal, or refined. Costs range from moderate to expensive. Within Ruler brands, there is a hierarchical organizational structure as would be expected, and positions are clearly defined. These organizations have a tendency to be extremely stable, functioning, and ordered, but they frequently lack the ability to respond quickly or change since decisions must follow a chain of command. Ruler brands frequently expand through acquisitions, absorbing their rivals and the underdogs. The Ruler Archetype's Various Levels There are levels to each typology. Higher levels are more evolved or developed than lower levels, which are less sophisticated. Level 1: Taking ownership of one's life is Level 2: Serving as an organization's or family's leader. Level 3: Ascending the ranks of leadership within the community or in the government. The Whole Family The Ruler is one of five connected sub-archetypes described in the book Archetypes in Branding. Based on the relative strength of numerous traits, the many elements of the Ruler archetype emerge. Ruler Rulers have a strong sense of self-assurance and a natural drive to lead. They must feel in charge and competent due to their shown knowledge or skill. This sub-archetype aims to produce harmonious and effective surroundings. Its vulnerability stems from a desire to maintain control; as a result, it may overcompensate by becoming too authoritarian. Sovereign The Sovereign exudes a sense of power and authority. The Sovereign maintains tradition while maintaining control and propriety in public. The Sovereign carries a great lot of responsibility and tries to behave accordingly, despite the fact that they can sometimes fall into the trap of entitlement. Judge The Judge challenges wrongs that need to be righted by using judgment and knowledge, giving society order. Ambassador The Ambassador sub-archetype acts as a mediator to settle conflicts. The ambassador uses cunning moves to restore harmony in troubled relationships or difficult topics. This sub-archetype faces difficulties because of the potential for abuse of its power. Patriarch The Patriarch serves as the head of the household, upholds law and order, and offers safety. This sub-archetype provides for those beneath it with courage and leadership, creating a sense of security. However, the Patriarch must exercise caution to avoid adopting an autocratic management style. The Ruler Consumer Ruler consumers frequently have concerns about their reputation, position, or prestige. They are drawn to Ruler brands because they want those brands' potent perceptions to affect how other people view them. Natural leaders and Ruler customers frequently have a vast list of accomplishments to their credit and are great achievers. They are therefore burdened with a great deal of responsibility and dislike following commands from others. Consumers of Ruler are frequently extremely patriotic and deeply appreciative of their nation's laws, customs, and history. Ruler customers have a more basic sense that they should be catered to by society. No standing in line, no being treated second-class, and no asking again. Those who don't want special treatment will at least be appreciative at the higher level. Brands that wish to appeal to Ruler consumers should think about how they can give them stability and the feeling of importance they can provide (through VIP status or platinum club membership). Examples of the Ruler Brand in the Real World Verizon Verizon firmly believe they are the "only number one," as the saying goes. No matter where you are in the country, their assertion that they are better than everyone else is regularly supported by a number of sources and independent research. Verizon, however, would do well to keep in mind that, especially in light of current headlines, the vulnerability of being a Ruler is the propensity to be despotic. Verizon's Ruler's propensity to ignore or mistreat employees is alarming for a firm that makes billions of dollars. Microsoft Because of its widespread recognition and pervasiveness in our lives, Microsoft is generally regarded as a vital and reliable brand with wide appeal. However, throughout the years, Microsoft has been the target of numerous antitrust cases due to its quick ascent to supremacy. Even though the corporation is now acting more cautiously, it finds it difficult to overcome the negative perceptions that were fostered by its misuse of the Ruler archetype. Thankfully, they are no longer seen as the "schoolyard bully" but rather more as the "class president," although not everyone is convinced that they aren't still striving to maintain their monopoly. Royce Rolls This Rolls-Royce commercial combines luxury and power with a passionate rendition of Everybody Wants to Rule the World. Hugo Boss The name speaks for itself. In this ad for men's cologne, Hugo Boss, a retailer that specializes in designer apparel and fragrances, employs strong expressions like "go all the way," "remain noble," and "man of success." (Gerard Butler's seductive Scottish brogue helps, too!) Do You Have a Ruler Brand? Do you market high-end goods? or those that guarantee security and safety? Are you the industry leader? Or is your long-term strategy to take control of the market? Do you favor a highly organized workplace? Do you have a regulatory role in your town or industry? Any of these yes/no responses can turn you into a Ruler brand.

Have you ever noticed how certain eternal figures appear in literature, myth, art, and popular culture? The archetypes below are universally admired individuals, stories, or myths who represent particular fundamental human drive and feelings. Archetypes make sense to us By putting similar items together and recognizing patterns, our brains spontaneously arrange concepts. Understanding a story is facilitated by identifying recurring characteristics in characters and symbols. These similarities prompt us to experience certain emotions. Additionally, they bring about certain gastrointestinal reactions. So, how do archetypes relate to branding? Well, the answer is simple: In the most essential way possible. The Twelve Archetypes Information can be found in the book Awakening the Heroes Within by: Carol S. Pearson According to The Hero and The Outlaw, archetypes have existed as long as mankind has told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film, certain characters emerge (Mark & Pearson, 2001). The paradox of modern life is that at the same time that we are living in ways never done before and therefore daily recreating our world, our actions often feel rootless and empty. To transcend this state, we need to feel rooted simultaneously in history and eternity. The goal of changing lead into gold on the physical plane was always secondary, for genuine alchemists, to the greater spiritual goal of raising leaden consciousness to golden consciousness. That is, we expand Ego consciousness to experience Soul, and in the process give birth to the Self. The achievement of changing led to gold on the physical plane was thought to be an outer sign of the more important inward, spiritual accomplishment. The various chemical procedures that separate out the essence of the gold (Spirit) from lesser elements (matter) parallel the stages of the hero’s spiritual journey out of consensual, Egodominated reality into the transmutable, spiritual domain, and then back, to transform physical reality as Spirit is made manifest on earth. The final stage of the alchemical process—symbolized by royalty, gold, and the sun—signifies the successful ability to manifest a spiritual truth on the physical plane. ARCHETYPE: Innocent GOAL: Remain in safety FEAR: Abandonment DRAGON/PROBLEM: Deny it or seek rescue RESPONSE TO TASK: Fidelity, discernment GIFT/VIRTUE: Trust, optimism ARCHETYPE: Orphan GOAL: Regain safety FEAR: Exploitation DRAGON/PROBLEM: Is victimized by it RESPONSE TO TASK: Process and feel painfully GIFT/VIRTUE: Interdependence, realism ARCHETYPE: Warrior GOAL: Win FEAR: Weakness DRAGON/PROBLEM: Slay/confront it RESPONSE TO TASK: Fight only for what really matters GIFT/VIRTUE: Courage, discipline ARCHETYPE: Caregiver GOAL: Help others FEAR: Selfishness DRAGON/PROBLEM: Take care of it or those it harms RESPONSE TO TASK: Give without maiming self or others GIFT/VIRTUE: Compassion, generosity ARCHETYPE: Seeker GOAL: Search for a better life FEAR: Conformity DRAGON/PROBLEM: Flee from it RESPONSE TO TASK: Be true to your deeper self GIFT/VIRTUE: Autonomy, ambition ARCHETYPE: Lover GOAL: Bliss FEAR: Loss of love DRAGON/PROBLEM: I love it RESPONSE TO TASK: Follow your bliss GIFT/VIRTUE: Passion, commitment ARCHETYPE: Destroyer GOAL: Metamorphosis FEAR: Annihilation DRAGON/PROBLEM: Allow the dragon to slay it RESPONSE TO TASK: Let go GIFT/VIRTUE: Humility ARCHETYPE: Creator GOAL: Identity FEAR: Inauthenticity DRAGON/PROBLEM: Claim it as part of the self RESPONSE TO TASK: Self-creation, self-acceptance GIFT/VIRTUE: Individuality, vocation ARCHETYPE: Ruler GOAL: Order FEAR: Chaos DRAGON/PROBLEM: Find its constructive uses RESPONSE TO TASK: Take full responsibility for your life GIFT/VIRTUE: Responsibility, control ARCHETYPE: Magician GOAL: Transformation FEAR: Evil sorcery DRAGON/PROBLEM: Transform it RESPONSE TO TASK: Align self with cosmos GIFT/VIRTUE: Personal power ARCHETYPE: Sage GOAL: Truth FEAR: Deception DRAGON/PROBLEM: Transcend it RESPONSE TO TASK: Attain enlightenment GIFT/VIRTUE: Wisdom, nonattachment ARCHETYPE: Fool GOAL: Enjoyment FEAR: Nonaliveness DRAGON/PROBLEM: Play tricks on it RESPONSE TO TASK: Trust in the process GIFT/VIRTUE: Joy, freedom

This information can be found in the books Archetypes in Branding and Awakening the Heroes Within by Carol S. Pearson. Whether you are communicating through your website, blog or social media, the images and messages that you use will help your brand to resonate with your audience. By using archetypes in your branding, you can create a memorable and powerful message that people will connect with on an instinctual level. "The contents of the collective unconscious are called "archetypes," which means they are original (i.e., primal), inherited patterns, or forms of thought and experience. They are the ancient, unconscious source of much that we think, do, and say as human beings. They are the "givens" in our psychological makeup, the patterns that shape our perceptions of the world, the furnishings that are present in our psychological home from the moment of birth. We inherit the same forms, but each of us fills in the content by the way we experience our lives. Thus, Father might be a positive archetype to one person, but it might be filled with negative meaning for another." The Collective Unconscious and Its Archetypes by Philippe L. De Coster, D.D. The Twelve Archetypes ARCHETYPE: Innocent GOAL: Remain in safety FEAR: Abandonment DRAGON/PROBLEM: Deny it or seek rescue RESPONSE TO TASK: Fidelity, discernment GIFT/VIRTUE: Trust, optimism ARCHETYPE: Orphan GOAL: Regain safety FEAR: Exploitation DRAGON/PROBLEM: Is victimized by it RESPONSE TO TASK: Process and feel pain fully GIFT/VIRTUE: Interdependence, realism ARCHETYPE: Warrior GOAL: Win FEAR: Weakness DRAGON/PROBLEM: Slay/confront it RESPONSE TO TASK: Fight only for what really matters GIFT/VIRTUE: Courage, discipline ARCHETYPE: Caregiver GOAL: Help others FEAR: Selfishness DRAGON/PROBLEM: Take care of it or those it harms RESPONSE TO TASK: Give without maiming self or others GIFT/VIRTUE: Compassion, generosity ARCHETYPE: Seeker GOAL: Search for better life FEAR: Conformity DRAGON/PROBLEM: Flee from it RESPONSE TO TASK: Be true to deeper self GIFT/VIRTUE: Autonomy, ambition ARCHETYPE: Lover GOAL: Bliss FEAR: Loss of love DRAGON/PROBLEM: Love it RESPONSE TO TASK: Follow your bliss GIFT/VIRTUE: Passion, commitment ARCHETYPE: Destroyer GOAL: Metamorphosis FEAR: Annihilation DRAGON/PROBLEM: Allow dragon to slay it RESPONSE TO TASK: Let go GIFT/VIRTUE: Humility ARCHETYPE: Creator GOAL: Identity FEAR: Inauthenticity DRAGON/PROBLEM: Claim it as part of the self RESPONSE TO TASK: Self-creation, self-acceptance GIFT/VIRTUE: Individuality, vocation ARCHETYPE: Ruler GOAL: Order FEAR: Chaos DRAGON/PROBLEM: Find its constructive uses RESPONSE TO TASK: Take full responsibility for your life GIFT/VIRTUE: Responsibility, control ARCHETYPE: Magician GOAL: Transformation FEAR: Evil sorcery DRAGON/PROBLEM: Transform it RESPONSE TO TASK: Align self with cosmos GIFT/VIRTUE: Personal power ARCHETYPE: Sage GOAL: Truth FEAR: Deception DRAGON/PROBLEM: Transcend it RESPONSE TO TASK: Attain enlightenment GIFT/VIRTUE: Wisdom, nonattachment ARCHETYPE: Fool GOAL: Enjoyment FEAR: Nonaliveness DRAGON/PROBLEM: Play tricks on it RESPONSE TO TASK: Trust in the process GIFT/VIRTUE: Joy, freedom The Return The journey is fundamentally about metamorphosis.

Brand Archetypes — Meet the Explorer Finding oneself — self-realization through discovery — is the ultimate goal of the Explorer. In our Western culture, the Explorer archetype is an undercurrent running through all of society. Brands that spring forth from this current are those that speak to the need for freedom, adventure, and independence. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The EXPLORER PROMISE: Forge your own path. CORE DESIRE: The freedom of discovery: of oneself and the world GOAL: To experience a fulfilling and authentic life FEAR: Inner emptiness or feeling trapped STRATEGY: Seek out new things GIFT: Ambition MOTIVATION: Independence and fulfillment TABLE OF CONTENTS All About the Explorer The Explorer in Action The Different Levels of the Explorer Archetype All in the Family Real-World Examples of Explorer Brands Jeep REI NASA The Body Shop The Explorer Consumer Is Your Brand an Explorer? All About the Explorer The Explorer archetype stems from a need to be individualistic and have purpose or meaning. This archetype strives to answer the questions “What am I here for? What is my purpose?” by exploring and learning from the world around it. Adventure is a means of enlightenment, and the Explorer is focused on self-discovery and self-sufficiency. Tending to be critical of the establishment, the Explorer desires to be free from constraints. But instead of challenging the establishment (as a Hero or Outlaw might), the Explorer simply goes off in a different direction, seeking a new path. Ultimately, all it desires is the freedom and joy of discovery. This archetype can be seen in brands such as NASA, National Geographic, The Body Shop, and Jeep. The Explorer in Action Out of all 12 archetypes, the Explorer is one that is less obviously tied to a particular industry or category. The Explorer archetype can very legitimately be expressed in cosmetics and fashion just as well as it can in a rugged outdoorsy brand. Explorer brands are often ground-breaking or pioneering. Any brand, in any industry, that veers off the beaten path and forges its own, is tapping into Explorer tendencies. Nonconformity is one of the hallmarks of an Explorer brand. The organizational culture of a brand may also define it as an Explorer. A culture that values individuality and de-emphasizes rules are typical for Explorer brands, giving employees the leeway to reach goals however they see fit. The organizational structure of an Explorer brand is decentralized and democratic, and tends towards virtual workers and tools as opposed to having employees boxed in a cubicle. The Different Levels of the Explorer Archetype Every archetype can be expressed at varying levels. The lower levels are less mature, while higher levels are more developed. Level 1 of the Explorer is very straightforward, expressed by exploring the world and getting out into nature. Level 2 is expressed when the exploration turns inward into discovering what makes oneself unique. It is the process of seeking one’s own individuality. Level 3 is reached when the journey has led to one’s own Promised Land, a place of knowing who you are, with freedom to be completely true to who one is and express that uniqueness fully. All in the Family There are different facets of the Explorer that can surface, based on what attributes are strongest. The book Archetypes in Branding breaks the archetype down into sub-archetypes for a total of five (including the primary Explorer) to round out the family. Explorer Independent and brave, the Explorer is motivated to experience new things. Pushing boundaries and taking risks are commonplace. The challenges that can arise throughout this quest are the tendencies to become alienated or wander aimlessly without true progress. Adventurer The Adventurer is daring and spontaneous, with a “no fear” attitude. This sub-archetype is recognized by its taste for danger and thrill — the rush of adrenaline is its lifeline. This addiction to adrenaline, however, could make it tough for the Adventurer to find happiness in the more mundane aspects of life. Pioneer The Pioneer is known for being the first to break ground. Innovative and driven, this sub-archetype blazes new paths. In the Pioneer’s quest for discovery, it should be careful to avoid burnout or dissatisfaction with being less than #1. Generalist The Generalist believes that the entire world is open for experience and therefore is stimulated to explore many divergent areas. The Generalist has a great diversity of talents and knowledge, and this broad understanding may earn him the label of a Renaissance man. The challenge? Overstating or misrepresenting its level of knowledge. Seeker The Seeker continuously strives to grow and learn. Tireless and ambitious, the Seeker leaves no stone unturned in its path to find meaning. Finding joy in discovering rather than relationships, the Seeker is constantly on the go, which unfortunately, can lead to loneliness and alienation. Real-World Examples of Explorer Brands Jeep Hello, quintessential Explorer. After this commercial for Jeep, nothing more needs to be said. The song, which includes lyrics: “4 by 4 by land, 4 by 4 by sea, 4 by 4 by air ’cause they like to fly free … For my country how it all started out … doin’ it yourself ’cause you want it done right … top down, stars keep you up at night” might just be the anthem for all Explorers. REI REI, the outdoor sports retailer, is well-known by participants of outdoor activities like hiking, skiing, or cycling. We only need look at REI’s Instagram feed to see the Explorer spirit alive and well. A recent video campaign also highlights this love of the outdoors. As one of the campaign producers elaborates on the process, he hits on the core of the Explorer quest. “REI isn’t about extreme sports or getting outside and doing crazy stuff, instead, it’s about how being outside brings something out of you.” In the video featured below, the subject discusses how exploring the woods and becoming a “trail angel” helped him overcome his own struggles with depression and an abusive childhood. NASA Nothing says Explorer like journeying into the vast unknown voids of space. NASA’s 2015 Year in Review video pretty much sums it up. “Off the Earth, For the Earth” The Body Shop The Body Shop, when it first started, was a pioneering brand. It campaigned for ethical business practices and safe natural cosmetics before these ideas were mainstream.That core of authenticity, doing things differently, and making the world better, has remained even now, 30 years later. The Explorer archetype is further strengthened in their commercial below that takes us on a journey to Ethiopa, so we can see how the honey used in their products is sourced (with Fair Trade practices). The Explorer Consumer To market to Explorer consumers, a brand needs to really understand their mindset. Explorer consumers are trying to figure out their place in the world. This manifests abundantly in the younger generation – from pink-haired pre-teens attempting to assert their independence and figure out who they are to recent college graduates taking a year off to “find themselves”. But Explorer consumers are not just the young. The Explorer consumer can also be someone in the throes of a mid-life crisis, looking for new experiences to make himself feel alive. Or an entrepreneur launching out to start a business because she wants to do things the way she believes it should be done. Explorer consumers may enjoy outdoor sports, not necessarily for competitive reasons, but rather to engage in nature through solitary pursuits like long-distance running or biking. They are wary of being tied down and may shy away from things like marriages and mortgages. The Explorer consumer may be either: Energetic, enthusiastic, and eager OR Suffocated, searching, and alienated Or, most commonly, a combination of both. The Explorer is often caught in a dilemma between expressing individuality and being too different. In this vein, Explorer consumers respond well to brands that can seem to empathize with the internal desires and conflicts they face, and yet promise a reward worth seeking out. The Explorer consumer values brands that are authentic. Skeptical of advertising hype, they are more convinced by organic buzz — real people spreading the word about a brand or experience. The restless Explorer isn’t big on brand loyalty. Change is a natural state of mind, after all. So, to win devoted Explorer consumers, a brand must be able to tap directly into the archetypal values of freedom and individuality, and express those values authentically. Is Your Brand an Explorer? Does your brand feel at home in the wilderness of nature? Or does it help people discover new things? Maybe it focuses on nonconformity and enabling people to find freedom and express their individuality. If any of these things strike a chord with you, you may be an Explorer brand archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Brand Archetypes — Meet the Magician Transformation, change, renewal, metamorphosis, magic. No matter how you say it, the Magician archetype leaves others standing in amazement. Characterized by curiosity and foundational knowledge, the Magician finds solutions in science or the supernatural to create something from nothing — or turn a mess into a miracle. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The MAGICIAN PROMISE: If you can dream it, you can achieve it. CORE DESIRE: Knowledge of how the world works GOAL: To make dreams come true FEAR: Unanticipated negative consequences STRATEGY: Develop a vision and live it out fully GIFT: Finding win-win outcomes MOTIVATION: Mastery All About the Magician Let’s start with the obvious. The Magician archetype is easy to draw on if there are ancient or exotic origins or special rituals involved. But a wizard in a pointed hat does not reflect the fullness of this archetype — not even close. At its core, the Magician sets out to achieve objectives by applying the fundamental laws of how something works to get results. This includes both supernatural and scientific applications. The result is often transformative. The Magician genuinely believes that there is more — something greater than us, greater than what we see — and often stands in defiance of perceived “reality”, believing that the limits we have are mostly self-imposed. Often perceived as intelligent, the Magician may appear to have special access to secret or elusive information. Even if the application is scientific, the Magician’s ability to manipulate forces such as gravity, electromagnetism, or radiation feels magical to others simply because the concepts are mysterious, difficult to grasp, or invisible to the naked eye. Think about any major industry-shaping invention (the light bulb, the airplane, Bluetooth), and you’ll find the Magician archetype activated in everyone. This type of mystique often leaves others in awe of or inspired by the Magician, particularly as the Magician uses their abilities to make dreams come true. The Magician Brand in Action Magician brands foster “magical moments” — experiences that feel special, novel, and exciting — as well as more lasting change. Magician brands help people transform… from sickness and pain to the picture of health (pharmaceuticals, nutraceuticals, herbal remedies) from crows feet and graying hair to the regained beauty of youth (beauty products and cosmetic surgeons) from feeling lost and confused to total enlightenment (spiritual gurus, churches, life coaches) from dirty and neglected to fresh and sparkly (cleaning companies, restoration services, hygiene products) from ultimate chaos to perfect peace (spas, retreats, travel agencies) from financial lack to bountiful prosperity (MLM opportunities, career agencies) from inefficient to productive (technology industry) So it should make sense that the Magician archetype is seen in brands that transform and fascinate, such as Walt Disney, MAC Cosmetics, Dyson, and Polaroid. Magician brands have a grandiose vision – something that others may even see as impossible – but Magician brands believe if they apply the right formula, success is inevitable. The marketing of a Magician brand usually reflects this grandiose feel. Whether ethereal, expansive, or magnificent, imagery like a sky full of stars or a rainbow spanning the heavens is intended to evoke feelings of awe. Magician brands can easily come under attack by competitors, the media, or public opinion, simply for the fact that they promise a transformation that may be difficult to objectively prove. Good advice for a Magician brand is to avoid the temptation to generate attention with edgy or extreme marketing. Doing so will alienate or distract consumers and leave the brand with only a fringe following, missing the opportunity to truly connect with consumers by focusing on the true transformational purpose of the brand. The Different Levels of the Magician Archetype Each of the 12 different archetypes can be expressed at varying levels. The lower levels are less mature while higher levels are more developed. Level 1 involves experiencing “magical moments” that leave one feeling mesmerized, satisfied, happy, or transformed in some way, though generally short-term or superficial. Level 2 brings the experience of “flow” – a state of being in which you are fully immersed and “at one” with what you are doing. The mental, physical, and spiritual are all in sync working in perfect accord toward reaching the vision. Level 3 brings miracles or the complete manifestation of a vision. All in the Family Within the Magician family is different facets that can emerge based on the predominance of particular attributes. The book Archetypes in Branding labels these as sub-archetypes and lists a total of five (including the primary Magician) in the family. Magician Dream big! That’s the motto of the Magician. Charismatic, influential, and very perceptive, the Magician turns dreams or ideas into reality for others. The Magician relies on forces beyond the natural to get results and must beware not to fall into manipulation or trickery in the process. Alchemist The Alchemist uses a combination of fact and intuition to transmute one thing into something else entirely. The Alchemist values purity and perfection, wanting everything it touches to become pure gold. The scientific and spiritual mesh gives this sub-archetype a belief that there are no limits. Nothing is impossible!…which may lead to the Alchemist’s weakness, if not careful — a temptation to engage in fraud. Scientist The Scientist is passionate and curious, wanting to see what things are made of, and uses that knowledge to be a change agent in the world. A logical and questioning sub-archetype, the Scientist has to “see it to believe it”. One thing it has to be careful of missing the forest for the trees in its quest to dig deep into science and beyond. Engineer Using a structured approach to problem-solving, the Engineer transforms creative energy into practical expression. Logical and curious, the Engineer is the sub-archetype to turn to for solutions to everyday problems. Innovator The Innovator, with a seemingly limitless ability to dream, is an idea machine. With high intellect and curiosity, the Innovator thrives on change and is not afraid of taking risks to get to a solution. Even though the Innovator has willpower and will perform in-depth research, this sub-archetype may be challenged to stay focused on the task at hand. Real-world Examples of the Magician Brand We can look to Mary Kay for an example of a Magician brand. The company promotes its business opportunity as a way to transform your life – “turn your dreams into successes” as they advertise on its website. Their opportunity appeals to women with the promise of becoming happy, financially successful, and purposeful, all while being your boss. Of course, the beauty products themselves are transformational, promising younger-looking skin, disappearing cellulite, glamorous makeup possibilities, and more. The below video shows a 12-week journey of one woman using one of the products. See the transformation for yourself! Dyson revolutionized the vacuum cleaning industry. For many, the name immediately conjures up the most technological, sleek-looking vacuum cleaner there is — often leaving us wondering if Dyson engineers are waving a magic wand to create something so incredible. Of course, no discussion of the Magician archetype would be complete without mention of “The Place Where Dreams Come True” and the entire magical Disney empire. The Magician Consumer The typical Magician consumer will believe in higher consciousness and the inherent rules that come with the territory — for example, a metaphysical belief that “the Universe” will reward positive thinking (the Law of Attraction) or the promise that God will bless those who tithe regularly. Additionally or the Magician consumer may turn to the laws of nature and the sciences, relying on biology, physics, and psychology as strong guiding principles. The Magician consumer is motivated both by the desire for personal transformation and to be a change agent in the world around them. A Magician consumer may very well be in a position of leadership, being influential and charismatic by nature. The important thing to remember when marketing to Magicians is that they will align with brands as long as they can see and connect with the true identity and purpose — the consciousness — of the brand. Is Your Brand a Magician? Does your brand help people transform? Do you turn messes into miracles? Do you know how to harness invisible forces that may not be easily understood by the layman? In true Magician style, Walt Disney once said, “I dream, I test my dreams against my beliefs, I dare to take risks, and I execute my vision to make those dreams come true.” If your brand can relate, you may be a Magician brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.