January 2023 I part four
Archetypes for Brands Seeking Order, Stability, and Structure
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 order, stability and structure: The Ruler, The Caregiver and The Creator. 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.
Ruler archetype characteristics include helping people stay organized and safe, as well as providing stability.
The Ruler
They take rules that currently exist and refine them based on feedback and a view of continuous improvement. They are not afraid to change the rules in the interest of their audience, they are in control. The overall goal is to be followed and appreciated for their efforts and forward-thinking. Ruler archetype characteristics include helping people stay organized and safe, as well as providing stability.
Goal
Create prosperity and success
Desire
To have control and prevent chaos
Fear
Chaos and being outdone
Strategy
Exercise power and influence
The Ruler wants to be seen as a leader and give guidance to others. The ruler archetype is often seen in security, finance, tech, and government, they also are evident in industries offering high-end products. This leader type is known for their ability to get things done and done well.
If you identify as The Ruler your audience:
Cares about a job well done or a product well developed
Respects leadership
Doesn't like to bend the rules
Likes to feel in control with the best tools possible
Holds no room for error
To succeed as The Ruler, brand archetype, draw on people’s need to feel important, empowered, and safe. Use imagery that is noble and proper with classic design elements. You must exemplify sophistication, confidence, significance, and stability. The message focuses on the search for truth and expertise, as well as highlighting research and hard work. Common image subjects include ordinary people enjoying luxury or quality.
To succeed as The Ruler, brand archetype draw on people’s need to feel important, empowered, and safe.
The Caregiver Archetype
These brands are motivated by the true and honest care they can give to their audience. They are filled with compassion and want to spread their love with everything they do. Often associated with charities, but can also be found in business models, especially for products that protect and nurture.
Caregiver brands go the extra mile to help others and one thing they all have in common is their excellent customer service.
Goal
Help others
Desire
To care, protect, and nurture
Fear
Neglect and instability
Strategy
Help others, be friendly, protect
These brands usually treat their employees well, often going above and beyond what is expected of a company. They are likely to gain loyal followers due to their string ethics
If you identify as The Caregiver your audience:
Selflessly and wholeheartedly supports those around them
Are dedicated parents, best friends, partners, teachers, mentors, guardians, siblings
Are compassionate, loving, caring, selfless, loyal, honorable, consistent
Don’t shy away from reality and want to shed light on the world’s problems
Care about how you do things as much as what it is you do
A successful Caregiver brand will appeal to the consumer’s tendency towards sentimental feelings, devotion to family, and need for safety. The marketing campaign will most likely focus on features that evoke emotion, such as rousing music and soft images but the whole campaign must also show the caregiver how they can control the situation to be at their most nurturing.
A successful Caregiver brand will appeal to the consumer’s tendency towards sentimental feelings, devotion to family, and need for safety.
The Creator Archetype
Having a true vision for how you want the world to be is inspiring. The Creator takes this a step further by becoming the innovator of a new way of expression in their field, they are innovative and in control. There is nothing else quite like them, and they thrive off this individuality they have spent the time to create.
The satisfaction that the Creator experiences comes from both the process and outcome of making something that did not exist before. Consequently, many marketing, design, and technology companies are a natural fit.
Goal
To create and express a vision or idea
Desire
To create something of everlasting value
Fear
Having a mediocre vision or execution
Strategy
Create something that will last and influence society
This archetype desires freedom of expression and doesn’t like to feel stifled. Customers of Creator brands generally don’t respond well to advertisements, but they may be receptive to experimental or unique ads. Although it may be challenging to engage with this audience at times, successful brands will cultivate a devoted and incredibly loyal fan base; take Apple for example.
Creator brands focus on self-expression and appeal to individuals who consider themselves creative. These people generally want to be seen as authentic, so being viewed as inauthentic or a “sell-out” would be detrimental.
If you identify as The Creator your audience:
See themselves as creative, driven, authentic, and non-conformist
Care most about what the product or service can enable them to do
May be single-minded and stubborn
Are passionate about producing exceptional and enduring works
Have a desire to change what is normal or expected
To succeed as a Creator brand your messaging must be imaginative and encouraging, remember, you are the brand that allows people to create something truly important.
Customers of Creator brands generally don't respond well to advertisements, but they may be receptive to experimental or unique ads.
What's next?
These are a few examples of the goals, strategy and audience characteristics for order-seeking archetypes.Aall these brand archetypes strive to create order, stability and structure but the approach and motivations are distinct.
To give your brand the best chance of succeeding, remember to identify which archetype you fit into and create a strategy that resonates with your target audience.
If you’d like to know more about brand archetypes, or if you’re ready to create a unique strategy for your own brand that resonates with your target audience, get in touch! We’d love to help you on the journey.