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Building a Brand People Love 
using Archetypes 
` www.thousandtruefans.com
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com 
Brands are about 
emotions
It’s about building a connection 
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
Archetypes provide a framework 
to build your brand 
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
They provide a shortcut 
to emotion, connection and meaning 
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
“The archetype — let us never forget this — is a psychic organ 
present in all of us.” – Carl Jung 
“Archetypes provide th...
Explorer 
Innocent 
Change 
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com 
There are 12 
main archetypes 
Magician 
O...
The magician inspires transformation. They encourage us 
to dream, and serve as catalysts for change. Magicians 
wow us, e...
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com 
The Outlaw 
Outlaws do things differently. They challenge the status 
...
The Jester is about spontaneity, fun and carefreeness. 
Jesters take life less seriously – they help us lighten up and 
br...
The Lover is about affection and feeling. They appreciate 
real beauty around them. Lovers are passionate, and 
intimate, ...
The Everyman is non-exclusive. They’re just like you and 
me. They embrace and celebrate the ordinary, and want to 
build ...
Caregivers put others ahead of themselves. They are 
compassionate, generous, trustworthy, and their meaning 
comes from h...
Rulers get things done. They appeal to our desire to be 
successful and important – they’re commanding, 
authoritative, in...
Visionary, non-conformist, authentic. Creators see the big 
picture, and desire to craft something meaningful. They 
make ...
In the world of the Innocent, life is simple, and that 
simplicity is good. The Innocent wants to be happy, and 
does so b...
The Sage believes that knowledge is power. They are 
dedicated to discovering truth and spreading knowledge. 
They take pr...
The Explorer wants an authentic, fulfilling life. They want 
the freedom to learn & grow, to discover more about the 
worl...
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com 
The Hero 
Heroes come in all shapes and sizes. Their power lies in 
wh...
` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com 
What’s your brand archetype? 
Need help figuring it out? We’d love to ...
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Build a brand that people love, with Brand archetypes

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Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.

Publicada em: Marketing
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Build a brand that people love, with Brand archetypes

  1. 1. Building a Brand People Love using Archetypes ` www.thousandtruefans.com
  2. 2. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com Brands are about emotions
  3. 3. It’s about building a connection ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
  4. 4. Archetypes provide a framework to build your brand ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
  5. 5. They provide a shortcut to emotion, connection and meaning ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
  6. 6. “The archetype — let us never forget this — is a psychic organ present in all of us.” – Carl Jung “Archetypes provide the deep structure for human motivation and meaning. When we encounter them in art, literature, sacred texts, advertising —or in individuals or groups— they evoke deep feeling within us.” – Dr Carol Pearson ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com
  7. 7. Explorer Innocent Change ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com There are 12 main archetypes Magician Outlaw Jester Lover Regular Guy Ruler Caregiver Creator Sage Hero Self-Knowledge Group Belonging Order
  8. 8. The magician inspires transformation. They encourage us to dream, and serve as catalysts for change. Magicians wow us, enchant us, and inspire us to make our dreams come true. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Magician Examples of Magician Brands:
  9. 9. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Outlaw Outlaws do things differently. They challenge the status quo, and give others freedom to think outside the box. They lead revolutions, innovation and growth. Examples of Outlaw Brands:
  10. 10. The Jester is about spontaneity, fun and carefreeness. Jesters take life less seriously – they help us lighten up and bring laughter to the world. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Jester Examples of Jester Brands:
  11. 11. The Lover is about affection and feeling. They appreciate real beauty around them. Lovers are passionate, and intimate, and seek a deeper, meaningful connection with the people and surroundings around them – whether it is parental, spiritual, platonic or romantic. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Lover Examples of Lover Brands:
  12. 12. The Everyman is non-exclusive. They’re just like you and me. They embrace and celebrate the ordinary, and want to build a group where everyone belongs. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Everyman Examples of Everyman Brands:
  13. 13. Caregivers put others ahead of themselves. They are compassionate, generous, trustworthy, and their meaning comes from helping others. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Caregiver Examples of Caregiver Brands:
  14. 14. Rulers get things done. They appeal to our desire to be successful and important – they’re commanding, authoritative, in control. Rulers want to help others, and they believe the best way to do so is by leading and defining the best policies, procedures and structures. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Ruler Examples of Ruler Brands:
  15. 15. Visionary, non-conformist, authentic. Creators see the big picture, and desire to craft something meaningful. They make things happen, and love new ideas. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Creator Examples of Creator Brands:
  16. 16. In the world of the Innocent, life is simple, and that simplicity is good. The Innocent wants to be happy, and does so by returning to simple pleasures and basic values. They believe in purity and truth. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Innocent Examples of Innocent Brands:
  17. 17. The Sage believes that knowledge is power. They are dedicated to discovering truth and spreading knowledge. They take pride in their intelligence, and use that to understand the world. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Sage Examples of Sage Brands:
  18. 18. The Explorer wants an authentic, fulfilling life. They want the freedom to learn & grow, to discover more about the world around them – and in doing so, to find out more about themselves. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Explorer Examples of Explorer Brands:
  19. 19. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com The Hero Heroes come in all shapes and sizes. Their power lies in who they are – their determination, courage and perseverance. They fight for what they believe in, and don’t let anything get in their way. They face their challenges head on and triumph over them, inspiring others to do the same. Examples of Hero Brands:
  20. 20. ` www.thwowuswa.nthdotruuseafnadntsr.uceofmans.com What’s your brand archetype? Need help figuring it out? We’d love to chat and help. Just drop me a line at derrick@thousandtruefans.com

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