Archetypes are a great tool to get closer to your target audience and strengthen ties with your best customers. They are useful for building brand personality and highlighting the values the company offers.
If you want the audience to understand what your brand's personality is and know what emotions to expect from it, a well-defined archetype will make all the difference in achieving this goal. See all the archetypes and how you can use them.
Innocent
Awakens in the audience a sense of tranquility, hope, and positivity. Its most active form of action is providing nostalgia through music, images, and phrases. Companies with this profile prefer stability, avoiding major changes. Their values are simplicity and respect.
Ideal archetype for schools, retail of children's products, healthcare professionals working with children, ice cream shops, and beverage stores.
Explorer
Companies with this archetype greatly value the consumer experience, being intense and memorable. They make extensive use of stories and adventures. Transmits courage and boldness, provoking feelings of freedom and curiosity, encouraging their customers to think about new possibilities and giving them the courage to try something new.
Ideal archetype for automotive brands, hotels, resorts, travel agencies, museums, fitness.
Sage
Strengthens the motivation for self-knowledge and learning. Brands with this archetype are known for their assertiveness and analytical potential. Transmits curiosity, tranquility, and confidence.
Ideal archetype for universities, accountants, technology, healthcare professionals, churches.
Hero
They cherish justice and quick action in the face of a problem, aiming for social well-being. Transmits protective strength, challenge, and achievement. They express themselves through strong and striking colors, marked by black, red, silver, and neon colors.
Ideal archetype for gyms, sports, NGOs, lawyers.
Outlaw
This is the revolutionary or anti-hero archetype. It has the function of unleashing social passions that have been repressed, questioning dogmas and paradigms. Generally, the brand that follows this archetype is often vocal and involved in controversies.
Ideal archetype for companies with a political bias, youth clothing stores, cinema, and theater.
Magician
Transformation is the keyword here! It also relates to wisdom but in a totally applied way. Provokes feelings of excitement, amazement, empowerment, and admiration. Moves their customers and audience away from complacency, presenting them with a new reality or perspective.
Ideal archetype for hairdressers, makeup artists, stylists, aesthetic centers, pharmaceutical products.
Everyman
With simple speech and posture, seeks to provide a sense of belonging to its audience, equating its consumers in a culture that is empathetic and familiar. Aims to have conversations with its customers through its own culture.
Ideal archetype for food products, clothing, restaurants, and pet shops.
Lover
Communication that connects and engages, through knowledge, honesty, and passion. Promotes exclusivity and individuality. Generally, high-quality products and personalized experiences.
Ideal archetype for cosmetics, jewelry, fashion, beverages, tourism.
Jester
Focused on entertaining, it is spontaneous, light, and playful. Brands that follow this archetype tend to promote relaxation, a lighter life, and relief from everyday stress. They usually communicate using smart jokes, irony, and relaxation.
Ideal archetype for television, daycares, beverages, beach products.
Caregiver
Focused on defending the public's interests, brands with this identity are known for their altruistic and generous profile. Express their desire to serve the public through objective tips and empathetic communication. Focuses on guiding projects and meeting needs.
Ideal archetype for architecture, advisory services, doctors, NGOs.
Creator
With the aim of boosting their consumers' self-esteem, they generate a creative sense among their clients. Generally, they do not sell a creative product, but creative options among many, allowing the customer to build something to their own liking. Provide a sense of construction and satisfaction.
Ideal archetype for furniture, construction companies, fashion, decoration.
Ruler
Ideal for brands that are in a leadership position. Transmit a status of power, glory, and prestige. They are known for being very responsible, capable, and organized. They communicate by empowering their customers and offering social proof of their influence.
Ideal archetype for credit cards, technology, financial institutions.
How to use the archetypes
It's important to select a standout archetype, but also one or two to accompany it. That way, the company's communication will not be rigid in a single language. The main archetype should match the company's pre-existing profile, thus becoming harmonized. The more harmonized the archetype is, the better chances of reaching the target audience and building loyalty.
To use it correctly, you need to study more about your company's archetypes. Check the language form, tones and desires it evokes in the audience. By knowing more details about your profile, you will have more creativity to work with it spontaneously.