FEBRUARY 2023 I part SIX
Archetypes for Brands Seeking Legacy, Adventure and Risk
Brand archetypes are a collection of 12 characters that are closely associated with your brand’s personality.
There are three main archetypes for brands seeking legacy, adventure and risk. The Rebel/Outlaw, the Magician, and the Hero.
In this post we’ll dive a little deeper into these archetypes, get to know the traits of their audiences, and identify the keys to success.
Each archetype has its own unique approach and motivations that aim to tap into their audience's innate wants.
The Rebel/Outlaw
The Rebel approaches life with a go big or go home mentality, determined to make their mark on the world. They don’t let anyone else dictate their own rules and guide them on how to live.
The rebel is daring, bold, and always up for a challenge.
Goal
To disrupt traditional strongholds of power & authority
Desire
To gain recognition and respect from the rebellion they have built
Fear
Not being taken seriously in the face of established organizations & institutions
Strategy
Speak out against society & norms, challenge authority, break boundaries and keep pushing limits
The Rebel wants to feel empowered and learn about the world without being bound by traditional rules. They’re not afraid of taking risks and won’t settle for anything less than what they believe in.
The Rebel’s Audience:
See themselves as independent, bold, and daring
Care most about being able to express their individual identity & represent the movement they have created
May be impulsive and stubborn
Are driven by a passion for pushing boundaries
Have a desire to make an impact on the world.
To succeed as a Rebel/Outlaw brand your messaging must be unapologetic and inspiring. You want to encourage your customers to challenge authority and do not accept no for an answer.
To succeed as a Rebel/Outlaw brand your messaging must be unapologetic and inspiring.
The Magician
The Magician is a master of manipulation and persuasion. They create their own reality with the power of their words and ideas. The Magician believes that anything is possible, and they will use their skills to make it happen.
Goal
To control situations & bend minds in order to get what they want
Desire
To be seen as influential, powerful & respected by others
Fear
Losing control or not being able to manifest what they desire
Strategy
Use wit & charm, manipulate scenarios in your favor & exert mental prowess on others around you
Are driven by ambition & the desire for recognition & respect
Value intelligence, wit & charm as well as being able to manipulate scenarios in their favor
May be manipulative or deceptive in order to get what they want
Have an appreciation for the power of words & ideas
Are driven by making their mark on the world.
To succeed as a Magician brand your messaging must emphasize intelligence and wit. You need to tap into your audience’s desire to feel powerful and respected by others.
To succeed as a Magician brand your messaging must emphasize intelligence and wit.
The Hero
The Hero archetype is all about taking action – standing up for yourself, your beliefs, and those around you. They will bravely face any obstacle on the path to achieving their goals, no matter what it takes.
Goal
To protect & defend the people they care about
Desire
To be seen as a leader, someone who others can rely on for help
Fear
Not being able to succeed in the face of danger or adversity
Strategy
Take decisive action, stay focused even when facing tough odds & inspire courage in others
The Hero wants to use their courage and strength to make a difference in the world. They’re motivated by leadership, justice, and the desire to be seen as someone reliable when needed.
The Hero’s Audience:
See themselves as strong & courageous
Value self-reliance & perseverance in challenging situations
May be independent & ambitious but also loyal & compassionate
Are driven by helping others succeed in the face of danger or adversity
Have a desire to make an impact on those around them.
To succeed as a Hero brand your messaging must emphasize bravery, loyalty, and strength. You want to encourage your customers to take action and never give up even when faced with tough odds.