FEBRUARY 2023 I part fIVE
Archetypes for Brands Seeking Freedom, Enlightenment and Paradise
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 Innocent, the Sage and the Explorer. 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 create order, stability and structure.
The Innocent
The Innocent is pure at heart. They focus on maintaining peace, balance and harmony in their lives – no matter what it takes. The innocent will do whatever they can to ensure that everyone around them feels safe, loved and accepted.
Goal
To maintain a sense of optimism & tranquility in their life
Desire
To be seen as gentle, kind-hearted & generous by others
Fear
Being taken advantage of or not being able to keep the peace
Strategy
Stay positive in difficult situations, never give up hope & spread kindness wherever you go
The Innocent wants to make sure that everyone around them feels loved and accepted.
Their ideal audience is looking for a feeling of security and stability – they want to feel like they have a safe place in the world.
The Innocent’s Audience:
Values kindness & generosity
Believes in staying positive even in the face of difficulty
May be gentle-hearted but also ambitious & independent
Is driven by creating peace & harmony for those around them
Looks for insight, hope & comfort from their role models.
To succeed as an Innocent brand your messaging must emphasize kindness, gentleness, and optimism. You should seek to create a sense of security and stability for your customers – helping them feel connected and understood.
To succeed as an Innocent brand your messaging must emphasize kindness, gentleness, and optimism.
The Sage
The Sage is a wise seeker of knowledge and understanding. They are constantly on the quest for new truths, always striving to be as enlightened as possible. The Sage will look to transform their environment with intelligence, insight and strategy.
Goal
To increase understanding & spread wisdom throughout their world
Desire
To be seen as an authority figure or teacher by others
Fear
Not being able to answer tough questions or solve difficult problems
Strategy
Research thoroughly, think deeply & remain open-minded in order to uncover the truth
The Sage wants to make sure that everyone around them has access to the knowledge and understanding they need. Their ideal audience is looking for insight and guidance – they want to feel empowered and informed.
The Sage’s Audience:
Values intelligence & insight
Values intelligence & insight
May be wise but also passionate & independenT
Is driven by uncovering truths & gaining wisdom from their role models
Looks for knowledge, advice & direction from their mentors.
To succeed as a Sage brand your messaging must emphasize intelligence, strategy, and enlightenment. You should seek to provide your customers with the information they need in order to make informed decisions – helping them gain clarity on a path forward.
To succeed as a Sage brand your messaging must emphasize intelligence, strategy, and enlightenment.
The Explorer
The Explorer is a daring risk taker who seeks out thrills and adventure. They thrive off pushing boundaries, testing limits and breaking rules. The explorer will always strive to uncover something new, no matter the cost.
Goal
To discover as much of the world as possible & leave a mark on their journey
Desire
To be seen as bold, fearless & independent by others
Fear
Failing or not being able to take risks & explore uncharted territories
Strategy
Take calculated risks, plan your moves carefully & never stop pushing boundaries . Tackle obstacles head-on & strive to be extraordinary in all that you do.
The Explorer wants to make sure that everyone around them has access to the thrills and adventures they crave. Their ideal audience is looking for excitement and discovery – they want to feel empowered and unstoppable.
The Explorer’s Audience:
Values boldness & independence
Is daring & unafraid to take risks
May be courageous but also reflective & thoughtful
Is driven by uncovering something new & pushing the limits from their role models
Looks for inspiration, ambition & motivation from their heroes.
To succeed as an Explorer brand your messaging must emphasize bravery, curiosity, and resilience. You should seek to provide your customers with the tools they need in order to go out and face challenges – helping them reach success and fulfillment.
To succeed as an Explorer brand your messaging must emphasize bravery, curiosity, and resilience.
What's next?
These are just some examples of how brands seeking legacy, adventure and risk can use different archetypes to create order, stability and structure. No matter which archetype your brand fits into, remember that success comes from truly understanding your target audience and creating a strategy that resonates. Good luck!
And as always, if you have any questions or need help getting started with creating an effective strategy for your own brand, don’t hesitate to get in touch. We’d love to help you on the journey.
Happy Branding!