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The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as mental shortcuts designed to help creatives quickly understand the personality of an organization. This allows for more efficient and effective marketing efforts.
Archetypes are reoccurring symbols or motifs seen throughout history and across cultures. They are also personas burned deep into the collective unconscious such that a child would know without any interference how to respond emotionally to each. For instance, a grey-haired old man is likely wise and an old crone might be a cranky witch to watch out for. The young maiden is innocent and the young knight is brave. The serpent is devious and the dragon is a malevolent danger.
At the time of publishing "The Hero and the Outlaw," Pearson had spent three decades developing strategic frameworks for business and education built around principles of psychology. Mark had spent an equal amount of time forming the strategy driving leading global brands such as General Motors, Kraft Food and AT&T. Together, these women created a framework commonly used by the world's leading brands in order to create powerful magnetic identities for their companies.
JUNGIAN ARCHETYPES
In the early twentieth century, Swiss psychiatrist and psychoanalyst Carl Jung introduced the idea of the collective unconscious or the hidden shared memories of all people throughout time.
He wrote: “It is sufficient to know that there is not a single important idea or view that does not possess historical antecedents. Ultimately they are all founded on primordial archetypal forms whose concreteness dates from a time when consciousness did not think, but only perceived.”
From this collective mind, Jung posited that one’s personal conscious borrowed meaning and could easily recognize certain symbols as myths as familiar and significant. He saw archetypes as particularly significant, serving as universal touchstones buried deep in the unconscious mind. —The murky unknown reservoirs of the unconscious mind is exactly where powerful marketing operates. Hence, the importance of the 12 Brand Archetypes.
THE HERO’S JOURNEY
Jung’s heir apparent, Joseph Campbell went further into the importance of myth and storytelling, examining ancient cultures and exploring ways to use archetypes in order to understand human nature, as well as for self-discovery.
While he is known for many things, his popularization of the Monomyth or “Hero’s Journey,” might be that for which he is best known. This scheme is the framework for most of the stories across cultures and throughout history, from The Odyssey to Star Wars.
THE ‘MONOMYTH’
OR “HERO’S JOURNEY”
THE 12 BRAND ARCHETYPES
THE CAREGIVER
THE CAREGIVER
LOVE YOUR NEIGHBOR AS YOURSELF
The Caregiver seeks to create a secure environment for others through their selflessness and nurturing nature. They are motivated by a sense of compassion and generosity in order to help care for others. They are protectors of those weaker than themselves, often sacrificing their own wellbeing. They strongly believe in the saying “treat others the way you want to be treated.” The customers of Caregiver brands feel well-loved, nurtured and protected from any harm, they feel safe. They know the brand is taking care of them and that their wellbeing is what the brand cares most about.
This archetype is also called the Caretaker, Nurturer, Supporter, Parent, Helper, Saint, or Altruist.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
CAREGIVER MARKETING OPPORTUNITY
The Caregiver is a good identity for brands:
For which customer service provides the competitive advantage
That provide support to families or that are associated with nurturance
For services in the health care, education, and other caregiving fields (including politics)
That help people stay connected with and care about one another
That help people care for themselves
For non-profit causes and charitable activities
MARKETING APPROACH | Help people care for themselves, serve the public through health care, education or aid programs.
TONE | Warm, welcoming, down-to-earth, supportive rather than confrontational
VALUE PROPOSITION | Helps people feel safe
CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos
CAREGIVER MINDSET & TRAITS
GOAL | To help and serve others
STRATEGY | Doing things for others
MOTIVATION | Stability & Control
CALL | Seeing someone in need
CORE DESIRE | Protect people from harm
GIFT | Compassion, generosity
CHAMPIONS | Stability, Consensus, Comfort, Safety, Peace of Mind
SUPER POWERS | Providing a sense of comfort, security and service
SHADOW | Martyrdom, enabling, guilt-tripping
TRAP | Martyrdom or self entrapment of others
FEARS | Ingratitude, selfishness, and overextending their generosity
TURN-OFFS | Aggression, Ego, Confrontation
LEVELS OF THE CAREGIVER
LEVEL 1 Caring for and nurturing one’s dependent’s
LEVEL 2 Balancing self-care with care for others
LEVEL 3 Altruism, concern for the larger world
THE CREATOR
IF IT CAN BE IMAGINED, IT CAN BE CREATED
THE CREATOR
IF IT CAN BE IMAGINED, IT CAN BE CREATED
The Creator seeks to express their unique perspective and expansive imagination to the world and to see their visions come to fruition. They are motivated by a desire to inspire others and to pave the way for innovation. They use their originality and expansive imagination to problem solve.
This archetype is also called the Artist, Architect, Dreamer, Innovator, Inventor, Musician, Prophet, Entrepreneur, Dreamer, Visionary, or Writer.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
CREATOR MARKETING OPPORTUNITY
The Creator identity may be right for your brand:
If your product’s function encourages self-expression, provides the customer with choices and options, helps foster innovation, or is artistic in design
In a creative field, like marketing, public relations, the arts, technological innovation (such as software development)
When you are seeking to differentiate it from a brand that “does it all” for the customer, leaving little room for choice
When a do-it-yourself element saves the customer money
If your customers have enough discretionary time for creativity to flourish
If your organization has a Creator culture
MARKETING APPROACH | A desire to differentiate themselves from others through their unique ideas
TONE | Descriptive, Expressive, Insightful, Inventive, Pioneering, and Unconventional
VALUE PROPOSITION | Helps people craft something new
CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos
CREATOR MINDSET & TRAITS
GOAL | To create and execute original, meaningful, and enduring visions, while also inspiring creativity in others
STRATEGY | Using innovation and imagination to promote freedom of expression
MOTIVATION | Stability & Control
CALL | Daydreams, fantasies, flashes of inspiration
CORE DESIRE | Create something of enduring value
GIFT | Creativity and imagination
CHAMPIONS | Craftsmanship, Creativity, Imagination, Innovation, Inspiration, Perfection, Stability, and Uniqueness
SUPER POWERS | An expansive imagination that allows them to transform their visions into reality; masters of their craft
SHADOW | Overly dramatizing your life, living a soap opera
TRAP | Perfectionism can cause them to spend an excessive amount of time on one particular task
FEARS | Having a mediocre vision or execution
TURN-OFFS | Fundamentalists, Mediocrity, and Tradition
LEVELS OF THE CREATOR
LEVEL 1 Being creative or innovative in imitative ways
LEVEL 2 Giving form to your own vision
LEVEL 3 Creating structures that influence culture and society
THE EVERYMAN
ALL MEN AND WOMEN ARE CREATED EQUAL
Good for brands that give off a sense of belonging that is welcoming and inclusive
THE EVERYMAN
ALL MEN AND WOMEN ARE CREATED EQUAL
The Everyman seeks to be accepted by society and promote equality. They are motivated by a sense of belonging. The Everyman is known to be very relatable and wholesome, which helps them to foster authentic relationships with others. They are often hardworking, down to Earth individuals who yearn to have authentic relationships and simply just want to be accepted for who they are.
This archetype is also called the Citizen, Common Man, Good Neighbor, Good Old Boy, Member, Orphan, Person Next Door, Realist, Regular Jane, Regular Person, Silent Majority, or Working Stiff.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
EVERYMAN MARKETING OPPORTUNITY
The Everyman archetype provides a good identity for brands:
Whose use helps people belong or feel that they belong
Whose function is something used commonly in everyday life
With pricing that is moderate to low (or that is an upscale version of a product that would ordinarily be inexpensive)
Produced or sold by a company with a down-home organizational culture
They want to differentiate themselves in a positive way from a higher priced or more elitist brand
MARKETING APPROACH | Giving off a sense of belonging that is welcoming and inclusive
TONE | Authentic, Friendly, Direct, Honest, Inclusive, Inviting, Family-Focused, Practical, Realistic, Relaxed, Unpretentious, and Welcoming
VALUE PROPOSITION | Helps people be OK just as they are
CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment
EVERYMAN MINDSET & TRAITS
GOAL | To connect with others by embracing equality, and to feel a sense of belonging within their community
STRATEGY | To develop common virtues that are widely accepted among society
MOTIVATION | Belonging & Enjoyment
CALL | Loneliness, alienation
CORE DESIRE | Connection with others
GIFT | Realism, empathy, lack of pretense
CHAMPIONS | Acceptance, Authenticity, Empathy, Equality, Hard-Work, Inclusivity, Dedication, Realisms, and Lasting Relationships
SUPER POWERS | Seeing people for their authentic selves and accepting them without pretense, despite their differences
SHADOW | The victim who is willing to be abused rather than be alone, or the lynch-mob member, willing to go along with abuse in order to be one of the gang
TRAP | The potential to lose their own identity trying too hard to blend in and be accepted by all
FEARS | Being excluded from society; losing their self-identity in an attempt to blend in; being seen as superior
TURN-OFFS | Arrogance, Entitlement, Extravagance, Extroversion, Elitists, Isolation, and Judgement
LEVELS OF THE EVERYMAN
LEVEL 1 The orphan, feeling abandoned and alone, seeking affiliation
LEVEL 2 The joiner, learning to connect, fit in , accept help and friendship
LEVEL 3 The humanitarian, believing in the natural dignity of every person regardless of his or her abilities or circumstances
THE EXPLORER
DON’T FENCE ME IN
Good for brands that have the willingness to take risks in order to discover their authenticity
THE EXPLORER
DON’T FENCE ME IN
The Explorer seeks freedom, self-realization, knowledge, and an overall more fulfilling life through exploration and adventure. They thrive on their need to discover their authentic selves and their willingness to take risks and to explore unknown territories allows them to do so. They believe that by questioning mainstream principles, and by setting out on their own journey, that they will be enlightened in one way or another.
This archetype is also called the Seeker, Adventurer, Pioneer, Pilgrim, Iconoclast, Individualist, or Wanderer.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
EXPLORER MARKETING OPPORTUNITY
The Explorer archetype might provide a brand identity for your brand if:
Your product helps people feel free, is nonconformist, or is pioneering in some way
Your product is rugged & sturdy of is appropriate for use in nature, on the road, or in dangerous settings or occupations
Your product can be purchased from a catalogue, the Internet, or another alternative source
Your product helps people express their individuality (e.g., fashion, furnishings)
Your product can be purchased and consumed “on the go”
You seek to differentiate your brand from a successful Regular Guy/Gal or other more conformist brand
Your organization has an Explorer culture
MARKETING APPROACH | The willingness to take risks in order to discover their authenticity.
TONE | Adventurous, Encouraging, Intrepid, Truthful, Freeing, Pioneering, and Nonconforming.
VALUE PROPOSITION | Helps people maintain independence
CUSTOMER FEAR | Entrapment, selling out, emptiness
EXPLORER MINDSET & TRAITS
GOAL | To discover authenticity and knowledge through adventure, and to live a more fulfilling life
STRATEGY | Seeking out new experiences that will lead them on a path to discovery
MOTIVATION | Independence & Fulfillment
CALL | Alienation, dissatisfaction, restless, yearning, boredom
CORE DESIRE | The freedom to find out who you are through exploring the world
GIFT | Autonomy, ambition, ability to be true to one’s own soul
CHAMPIONS | Adventure, Exploration, Freedom, Independence, Growth, Knowledge, and Self-Realization
SUPER POWERS | An extreme ambition and dedication to their goals, and a willingness to explore unknown territory in order to learn the truth about themselves and the world
SHADOW | Being so alienated, you cannot find any way to fit in
TRAP | Aimless wandering, becoming a misfit
FEARS | The feeling of being tied down and kept from the outside world
TURN-OFFS | Mainstream society, routine or repetition, and mundanity
LEVELS OF THE EXPLORER
LEVEL 1 Hitting the open road, going out into nature, exploring the world
LEVEL 2 Seeking your own identity, to individuate, to become fulfilled
LEVEL 3 Expressing individuality and uniqueness
THE HERO
WHERE THERE’S A WILL, THERE’S A WAY
THE HERO
WHERE THERE’S A WILL, THERE’S A WAY
The Hero seeks to improve society through courageous acts and to leave behind a legacy in hopes that they will inspire others. They are motivated by their constant need to prove to themselves and others that they are capable of enduring the most difficult of challenges in order to improve society as a whole. They crave the gratification that comes from this.
This archetype is also called the Athlete, Champion, Competitor, Crusader, Dragon Slayer, Liberator, Rescuer, Soldier, Superhero, Team Player, Victor, or Warrior.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
HERO MARKETING OPPORTUNITY
The Hero identity may be right for your brand if:
You have an invention or innovation that will have a major impact on the world
Your product helps people perform at their upper limit
You are addressing a major social problem and asking people to step up to the plate to help address it
You have a clear opponent or competitor you want to beat
You are the underdog and want to rival the competition
The strength of your product or service is its ability to do a tough job efficiently and well
You need to differentiate your product from one that has problems with follow-through
Your customer base identifies itself as good, moral citizens
MARKETING APPROACH | Exemplifying mastery to overcome societal adversity, and by doing so, leaving behind a positive and inspiring legacy
TONE | Competent, Confident, Courageous, Direct, Disciplined, Encouraging, Empowering, Goal-Focused, Inspirational, Proud, and Motivated
VALUE PROPOSITION | Helps people act courageously
CUSTOMER FEAR | Ineffectuality, impotence, powerlessness
HERO MINDSET & TRAITS
GOAL | To improve the world and inspire others through their determination and courageous acts
STRATEGY | To motivate others and encourage bravery, strength, and competency in order to overcome challenges
MOTIVATION | Risk & Mastery
CALL | The bully kicks sand in your face or someone tries to intimidate or abuses you; a challenge beckons; someone needs you to help defend him or her
CORE DESIRE | Prove one’s worth through courageous and difficult actions
GIFT | Competence and courage
CHAMPIONS | Achievement, Competence, Courage, Determination, Discipline, Mastery, Strength, and Self-Sacrifice
SUPER POWERS | Commitment and determination to triumph adversity through courageous acts
SHADOW | Ruthlessness and obsessive need to win
TRAP | Arrogance, developing a need for there always to be an enemy
FEARS | Inability to accomplish their goals; being perceived as weak and cowardly
TURN-OFFS | Angst, Fear, Cynicism, Distress, Introversion, Skepticism, and Vulnerability
LEVELS OF THE HERO
LEVEL 1 The development of boundaries, competence, mastery, expressed through achievement, motivated or tested through competition
LEVEL 2 As with a soldier, doing your duty for your country, or organization, community, or family
LEVEL 3 Using your strength, competence, and courage for something that makes a difference to you and to the world
THE INNOCENT
FREE TO BE YOU AND ME
THE INNOCENT
FREE TO BE YOU AND ME
The Innocent seeks happiness, harmony, and simplicity among a complex world. They are optimists who are inspired by the idea of a Utopia in which they are free of corruption and animosity. They try to see the best in everything, but which can also mean that they have a tendency to disregard reality.
This archetype is also called the Angel, Child, Dreamer, Idealist, Muse, Mystic, Naive, Optimist, Pollyanna, Puer or Puella, Purist, Romantic, Saint, Traditionalist, or Utopian.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
INNOCENT MARKETING OPPORTUNITY
The Innocent archetype provides a good identity for brands that:
Provide a relatively simple answer to an identifiable problem
Are associated with goodness, morality, simplicity, nostalgia, or childhood
Have functions associated with cleanliness, health, or virtue—and that are infinitely replicable
Are priced moderate to low
Are produced by a company with straight-arrow core values
Desire to differentiate from a product with a tarnished image
MARKETING APPROACH | Portraying a sense of nostalgia allowing them to connect with others and be characterized as trustworthy and reliable
TONE | Genuine, Honest, Hopeful, Joyful, Loving, Nostalgic, Optimistic, Peaceful, Reliable, Safe, Simple, Trustworthy, Unpretentious, Virtuous, and Wholesome
VALUE PROPOSITION | Helps people retain or renew faith
CUSTOMER FEAR | Entrapment, selling out, emptiness
INNOCENT MINDSET & TRAITS
GOAL | To live in a paradise full of happiness, optimism, and simplicity
STRATEGY | To lead by example by always trying to do what is right
MOTIVATION | Independence & Fulfillment
CALL | A desire for purity, goodness, and simplicity
CORE DESIRE | To experience paradise
GIFT | Faith and optimism
CHAMPIONS | Faith, Fulfillment, Hope, Optimism, Purity, Safety, Simplicity, Trust, and Virtue
SUPER POWERS | Offering simple solutions to complex problems by having a uniquely optimistic outlook on life and a desire to find the good in everything and everyone.
SHADOW | Denial, repression
TRAP | A childlike personality may be misinterpreted as naïve, dependent, and mundane; whereas their optimism may be viewed as ignorance seeing how it’s not always the most realistic perspective
FEARS | Doing something wrong and being punished or abandoned by others for doing so
TURN-OFFS | Complexity, Deceit, Guilt, Pessimism, and Stress
LEVELS OF THE INNOCENT
LEVEL 1 Childlike simplicity, naive, dependent, obedient, trusting, idyllic
LEVEL 2 Renewal, positive, reinventing, reframing, cleansing, reentering the Promise Land
LEVEL 3 An almost mystical sense of oneness, whereby Innocence comes from values and integrity, not outer experience; being, not doing
THE JESTER
IF I CAN’T DANCE, I DON’T WANT TO BE PART OF YOUR REVOLUTION
THE JESTER
IF I CAN’T DANCE, I DON’T WANT TO BE PART OF YOUR REVOLUTION
The Jester seeks a sense of belonging and pursues that by expressing themselves through humor. They are driven by their appreciation for life and believe that you should live in the moment and not take life too seriously. They have an unorthodox perspective which allows them to take a more light-hearted approach to things, however this sometimes leads them to being perceived as disrespectful and frivolous when certain situations are not to be taken lightly.
This archetype is also called the Clown, Comedian, Entertainer, Fool, Joker, Performer, Practical Joker, Prankster, Provocateur, Punster, Shapeshifter, or Trickster.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
JESTER MARKETING OPPORTUNITY
The Jester is a promising archetype to provide identity for brands:
Whose use helps people belong or feel that they belong
Whose function helps people have a good time
With pricing that is moderate to low
Produced and/or sold by a company with a fun-loving, freewheeling organizational culture
That need to be differentiated from a self-important, overconfident established brand
MARKETING APPROACH | Seeing the value in having a good time and relaying that message to others allows others to be more spontaneous in their own lives
TONE | Amusing, Energetic, Entertaining, Enthusiastic, Exciting, Expressive, Fun-Loving, Humorous, Loud, Optimistic, Playful, and Uplifting
VALUE PROPOSITION | Help people have a good time
CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment
JESTER MINDSET & TRAITS
GOAL | To enjoy life by bringing humor to the world
STRATEGY | Promotes a carefree, spontaneous, and enjoyable lifestyle by using satire to shed light on more pressing subjects
MOTIVATION | Belonging & Enjoyment
CALL | Boredom, Restlessness
CORE DESIRE | To live in the moment with full enjoyment
GIFT | Joy
CHAMPIONS | Amusement, Devil’s Advocate, Humor, Entertainment, Joy, Optimism, Satire, and Spontaneity
SUPER POWERS | Bringing out the best in people with their upbeat and comical attitudes towards life
SHADOW | Self-indulgence, irresponsibility, mean-spirited pranks
TRAP | Not being taken seriously due to their tendency to look at every situation frivolously and waste time
FEARS | Being considered boring or being bored themselves
TURN-OFFS | Boredom, Depression, Dictators, Discipline, Loneliness, Negativity, and Solemnity
LEVELS OF THE JESTER
LEVEL 1 Life as a game, fun
LEVEL 2 Cleverness used to trick others, get out of trouble, and find ways around obstacles, transformation
LEVEL 3 Life experienced in the moment, one day at a time
THE LOVER
I ONLY HAVE EYES FOR YOU
Good for brands that build strong connections to others making them feel special and appreciated
THE LOVER
I ONLY HAVE EYES FOR YOU
The Lover seeks long lasting relationships and values closeness and intimacy. They are motivated by their care for one another, and their desire to make others feel worthy of love and compassion. They believe that through honesty, passion, and vulnerability that people are capable of developing deeper connections with one another.
This archetype is also called the Beauty, Companion, Connector, Connoisseur, Enthusiast, Friend, Harmonizer, Hedonist, Intimate, Matchmaker, Partner, Romantic, Seducer, Sensualist, Spouse, and Team-Builder.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
LOVER MARKETING OPPORTUNITY
The Lover is a promising brand identity for a brand
Whose use helps people find love or friendship
Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance
With pricing that is moderate to high
If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy
That needs to differentiate itself in a positive way from lower priced brands
MARKETING APPROACH | Building strong connections to others making them feel special and appreciated
TONE | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming
VALUE PROPOSITION | Helps people find and give love
CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment
LOVER MINDSET & TRAITS
GOAL | To build intimate and committed relationships with those around them
STRATEGY | To become more attractive in order to build up the desire others have to connect with them
MOTIVATION | Belonging & Enjoyment
CALL | Infatuation, seduction, falling in love (with a person, an idea, a cause, work, a product)
CORE DESIRE | Attain intimacy and experience sensual pleasure
GIFT | Passion, gratitude, appreciation, commitment
CHAMPIONS | Appreciation, Commitment, Connection, Gratitude, Passion, and Sensuality
SUPER POWERS | Acting as a facilitator and being able to understand another’s perspective allows them to bring people closer together
SHADOW | Promiscuity, Obsession, Jealousy, Envy, Puritanism
TRAP | Doing anything and everything to attract and please others, losing identity
FEARS | Rejection, Loneliness, Isolation, and Contempt; Feeling that they are alone in the world, unworthy of being loved
TURN-OFFS | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming
LEVELS OF THE LOVER
LEVEL 1 Seeking great sex or a great romance
LEVEL 2 Following your bliss and committing to whom and what you love
LEVEL 3 Spiritual love, self-acceptance, and the experience of ecstasy
THE MAGICIAN
IT CAN HAPPEN
THE MAGICIAN
IT CAN HAPPEN
The Magician seeks to transform the world. They are motivated by their belief that once you understand the basic fundamentals of how things work, these rules can be applied to make their visions a reality. They believe that anything is possible if you have both the knowledge and willingness to try.
This archetype is also called the Alchemist, Catalyst, Charismatic Leader, Engineer, Healer, Innovator, Inventor, Mediator, Medicine Man or Woman, Scientist, Shaman, Transformer, Visionary, or Wizard.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
MAGICIAN MARKETING OPPORTUNITY
The Magician may be a good identity for your brand if:
The product or service is transformative
Its implicit promise is to transform the customer
It appeals to New Age consumers or cultural creatives
It helps to expand or extend consciousness
It is a user-friendly technology
It has a spiritual or psychological component
It is a new and very contemporary product
It is medium to high priced
MARKETING APPROACH | Wearing different hats allows them to understand different perspectives and provide guidance where it is needed
TONE | Amazing, Compelling, Empowering, Exciting, Expansive, Informed, Inspiring, Moving, Mystical, Reassuring, Sophisticated, Spellbinding, Spiritual, Transformative
VALUE PROPOSITION | Affect transformation
CUSTOMER FEAR | Ineffectuality, impotence, powerlessness
MAGICIAN MINDSET & TRAITS
GOAL | To understand the fundamental laws of life and use that knowledge to transform the world
STRATEGY | Develop unique and transformational visions and follow through with them
MOTIVATION | Risk & Mastery
CALL | Hunches, extrasensory or synchronistic experiences
CORE DESIRE | Knowledge of the fundamental laws of how the world or universe work
GIFT | Finding win-win outcomes
CHAMPIONS | Achievement, Alchemy, Belief, Discovery, Imagination, Innovation, Knowledge, Mystery, Power, Risk, Transformation, and Vision
SUPER POWERS | A powerful imagination helps them to think of win-win solutions for everyone involved in a situation
SHADOW | Manipulation, sorcery
TRAP | Promising something that may be too outrageous or difficult to accomplish can cause people to see them as manipulative
FEARS | Ignorance and uncertainty in the consequences of their actions, and the possibility that they might have an unanticipated negative outcome
TURN-OFFS | Dishonesty, Doubt, Ignorance, Manipulation, Stagnation, Uncertainty, Unintended Consequences, Unpredictability, and Variability
LEVELS OF THE MAGICIAN
LEVEL 1 Magical moments and experiences of transformation
LEVEL 2 The experience of flow
LEVEL 3 Miracles, moving from vision to manifestation
THE OUTLAW
RULES ARE MEANT TO BE BROKEN
Good for brands that advocate for revolutionary change, despite social norms and popular opinions
THE OUTLAW
RULES ARE MEANT TO BE BROKEN
The Outlaw seeks to revolutionize what is not working in society by disrupting the status quo. They are driven by the desire to evoke change through fresh, new, and often anarchic ideas. They are typically skeptical of authoritative systems and believe that by ignoring society’s norms, they will be able to find a way to improve the system. Even though their ideas and actions may seem questionable, and sometimes radical, in their opinion this is the best way to grasp someone’s attention.
This archetype is also called the Activist, Challenger, Enemy, Iconoclast, Liberator, Maverick, Misfit, Rebel, Reformer, Revolutionary, Villain, and Wild Man or Woman.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
OUTLAW MARKETING OPPORTUNITY
The Outlaw may be a good brand identity for your brand if:
Customers and employees are feeling very disaffiliated from society or identify with values at odds with those of society at large
The function of your product is to destroy something (actually, like a bulldozer, or virtually, like many video games) or is genuinely revolutionary
Your product is not very good for people, so that using it is akin to thumbing your nose at society’s ideas of what constitutes health
Your product helps retain values that are threatened by prevailing ones or pioneers new and revolutionary attitudes
Your product’s price is low to moderate
MARKETING APPROACH | Advocate for revolutionary change, despite social norms and popular opinions
TONE | Bold, Controversial, Disruptive, Polarizing, Straight-shooting, and Unfiltered
VALUE PROPOSITION | Helps people break the rules
CUSTOMER FEAR | Ineffectuality, impotence, powerlessness
OUTLAW MINDSET & TRAITS
GOAL | To challenge the status quo and to destroy what is not working in society
STRATEGY | To advocate change through an unconventional approach
MOTIVATION | Risk & Mastery
CALL | Feeling powerless, angry, mistreated, under siege
CORE DESIRE | Revenge or revolution
GIFT | Outrageousness, radical freedom
CHAMPIONS | Revolutionary, Individualism, Freedom, Unconventional, Desire for Justice
SUPER POWERS | Raising hell in the name of change, breaking the rules for the greater good, and embracing controversy
SHADOW | Criminal or evil behavior
TRAP | Taking their rebellious behavior too far, causing unnecessary destruction which may also lead to them being outcasts, isolated, and possibly crime
FEARS | Being powerless, trivialized, inconsequential
TURN-OFFS | Control freaks, Close-Mindedness, Being Silenced, Injustice, and Power Trips
LEVELS OF THE OUTLAW
LEVEL 1 Identifying as outsider, dissociating from the values of the group or society in a way that flies in the face of conventional behaviors and morality
LEVEL 2 Behaving in shocking or disruptive ways
LEVEL 3 Becoming a rebel or a revolutionary
THE RULER
POWER ISN’T EVERYTHING. IT’S THE ONLY THING.
THE RULER
POWER ISN’T EVERYTHING. IT’S THE ONLY THING.
The Ruler seeks to create order in a chaotic world by assuming total control. They are committed to maintaining and imposing the highest standards. They prefer order and stability over innovation and creativity. The Ruler protects and serves its own; it does not try to appeal to or appease the masses. A Ruler brand will often claim market leadership in their category. Their goal is to seize the top position amongst their peers and then demonstrate dominance.
This archetype is also called the Administrator, Aristocrat, Boss, King, Leader, Manager, Parent, Politician, Responsible Citizen, Role Model, or Ruler.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
RULER MARKETING OPPORTUNITY
The Ruler identity might be right for your brand if you have:
A high-status product used by powerful people to enhance their power
A product that helps people be more organized
A product or service that can offer a lifetime guarantee
Services that offer technical assistance or information that helps maintain or enhance power
An organization with a regulatory or protective function
A product at the moderate to high price range
A brand seeking to differentiate from a more populist (Everyman) one or that is the clear leader in the field
A field that is relatively stable or a product that promises safety and predictability in a chaotic world
MARKETING APPROACH | Offer a sense of security or stability; offer a more orderly and reliable approach. Also offers exclusivity and luxury
TONE | Commanding, Refined, Articulate
VALUE PROPOSITION | Helps people exert control
CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos
RULER MINDSET & TRAITS
GOAL | Create a prosperous, successful family, company, or community
STRATEGY | Establish superiority; grow authority and audience
MOTIVATION | Stability & Control
CALL | Lack of resources, order, or harmony
CORE DESIRE | Control
GIFT | Responsibility, leadership
CHAMPIONS | Discipline, security, safety, performance, quality, cohesion, coherence, the greater good
SUPER POWERS | Extraordinary disciple engenders a rule-based culture that is high-performance
SHADOW | Tyrannical or manipulative behaviors
TRAP | Being too controlling; unable to delegate
FEARS | Chaos, Being Overthrown, Insignificance
TURN-OFFS | Excuses, Uncertainty, Frivolousness, Upstarts
LEVELS OF THE RULER
LEVEL 1 Taking responsibility for the state of your own life
LEVEL 2 Exerting leadership in your family, group, organization, or workplace
LEVEL 3 Becoming a leader in your community, field, or society
THE SAGE
THE TRUTH WILL SET YOU FREE
Good for brands that appeal to logic & attraction to wisdom versus conventional promotion
THE SAGE
THE TRUTH WILL SET YOU FREE
The Sage seeks to gain knowledge in order to become wise and share their expertise with the world. They are energized by analysis and research that can lead to more elegant solutions. They are generous in sharing their knowledge and encourage others to also embrace the pursuit of wisdom. However, they know few truly will.
This archetype is also called the Advisor, Contemplative, Detective, Evaluator, Expert, Investigator, Mentor, Oracle, Philosopher, Planner, Professional, Researcher, Scholar, Teacher, or Thinker.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
SAGE MARKETING OPPORTUNITY
The Sage archetype might provide a suitable identity for your brand if:
It provides expertise or information to your customers
It encourages customers or clients to think
The brand is based on a new scientific breakthrough or esoteric knowledge
The quality of the brand is supported by hard data
You are differentiating the product from others whose quality or performance is questionable
MARKETING APPROACH | Appeal to logic & attraction to wisdom versus conventional promotion
TONE | Intelligent, fact-based, decisive, sophisticated, deep, humane, understated authority
VALUE PROPOSITION | Helps customers find happiness
CUSTOMER FEAR | Entrapment, Selling Out & Emptiness
SAGE MINDSET & TRAITS
GOAL | To leverage intelligence and analysis to grow wise. Seeks to share expertise to benefit mankind.
STRATEGY | Using research, objectivity, diligence and self-reflection, the Sage seeks knowledge and mastery
MOTIVATION | Independence and fulfillment
CALL | Confusion, doubt, deep desire to find the truth
CORE DESIRE | The discovery of truth
GIFT | Wisdom, Intelligence
CHAMPIONS | Truth, intelligence, analysis, learning, individuality, critical thinking
SUPER POWERS | Leading visionary exploratory conversations to develop novel approaches to age old problems
SHADOW | Disconnection from reality. Being driven by facts, they can lack interest in emotions
TRAP | Analysis paralysis can be caused by endlessly studying details for the sake of learning
FEARS | Being fooled or misled; appearing ignorant
TURN-OFFS | Superficiality, ignorance, ambiguity, status quo, gimmicks
LEVELS OF THE SAGE
LEVEL 1 Search for absolute truth, desire for objectivity, looking to experts (Apprentice)
LEVEL 2 Skepticism, critical and innovative thinking, becoming an expert (Practitioner)
LEVEL 3 Wisdom, confidence, mastery (Master)
SOURCES
Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 13, 18, 88-90, 100
The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.
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