How Archetypes

Power the World’s Most

Memorable Brands

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© Step Change 2017. Do not reproduce without permission.

Contact Step Change for licensing and permissions:

http://www.hellostepchange.com/contact/

Third-party trademarks are used for illustrative purposes only. Unless otherwise
stated, they are the property of the respective third party.

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ABOUT THE AUTHORS

Ashton Bishop, CEO

Ashton Bishop, Australia’s first Predatory Marketer, is an expert in pinpointing how businesses can grow by outsmarting their competitors. He’s a

business owner and a serial entrepreneur, challenging — sometimes even controversial — but always focused on what gets results. He’s run million-dollar

marketing campaigns for billion-dollar brands, created Australia’s first mobile app, received film awards, guest-lectured at leading universities, and won

strategic and creative recognition from his peers. (LinkedIn)

Shiela Pantaleon, Writer and Editor

With her extensive knowledge on the Chicago Manual of Style, Shiela has worked with over hundreds of writers worldwide across a vast breadth of written

genres. Her six years of editing experience has sharpened her eye for detail on technical matters of the written word and shaped her passion for great

stories. At Step Change, she reviews over 60 marketing and strategy documents a month to ensure Step Change only produces first-class outputs. She also

manages and contributes to the Step Change Blog. (LinkedIn)

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ABOUT STEP CHANGE

We are a strategically led agency, a collective of unlike-minded people, with a shared

distaste for the status quo and playing small. We exist to inspire step changes in
businesses and people; our ambition is to have every client beat their industry
benchmark (or previous PB). We work with leaders in challenger businesses who are
looking for a step change and a path to winning in a volatile, uncertain, complex, and
ambiguous (VUCA) world.

Visit us at www.hellostepchange.com.

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Contents

Introduction 01
The Ruler 07
The Sage 13
The Hero 18
The Explorer 23
The Outlaw 29
The Creator 33
The Regular 39
The Caregiver 44
The Innocent 50
The Lover 55
The Jester 60
The Magician 65

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Introduction
Coca-Cola. Apple. Harley Davidson. ARCHETYPES IN LITERATURE
Victoria’s Secret.
Archetypes have existed ever since
Four different brands — with different humans started telling stories. In fact,
products and different customers. you may have noticed that characters
What makes brands like these stand in stories seem to take after certain
out? What makes these brands so familiar models. Examples? A well-
remarkable and memorable? Their loved hero with a dark past, an
secret to success? It’s something so orphaned lad who was tasked with
powerful that even the marketing from saving the world, an adventure-seeker
these brands is recognisable without who boldly goes where no man has
their logos. gone before.

It all boils down to an age-old idea. Carl Gustav Jung, the brilliant mind
One that is rooted in humanity and who distinguished archetypes, defined
backed by science and psychological them as universally understood
research. characters that provide prompts to
core human desires, drives, fears,
Welcome: Archetypes. and motivations. Archetypes are

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personified symbols that make the There are many and varied archetype Now it doesn’t matter if you’ve been in
mind identify with subconscious models, but Step Change deploys a business for a long time or you’re just
desires, meanings, and truths. 12-archetype model: the Ruler, the starting out. Aligning your brand with
Sage, the Hero, the Explorer, the something that is already embedded in
ARCHETYPES IN BRANDING Outlaw, the Regular, the Creator, the people’s subconscious will make your
Caregiver, the Innocent, the Lover, the brand easier to identify and relate to.
If archetypes inspire core human Jester, and the Magician.
feelings, imagine their impact to both When you anchor against an
brands and consumers. With this In this book, we deep-dive into each archetype, you are subtly telling your
idea in mind, Dr Carol Pearson and of these; and after reading this, you customers what kind of experience
Margaret Mark, the authors of The Hero will have an idea which archetypes they will have with your brand.
and the Outlaw: Building Extraordinary characterise your brand.
Brands Through the Power of Archetypes,
set out to examine the archetypes
from the branding perspective.

What, then, is a brand archetype? A

brand archetype gives a brand a human
identity and personality, setting it apart
from other brands like it.
People like people like them.
People buy from who they like.

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 Leadership Confidence

Knowledge The Step Change Anti-Establishment

Archetypal
Reassurance Framework Excitement

Trust Partnership
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WHY ARCHETYPES INFLUENCE business will enable you to make The core is your business’s personality
BRANDS AND CONSUMERS decisions and lead developments that — the heart of your brand. This
are central and consistent to your differentiates you from your
Archetypes create an emotional impact business’s core. competition. This is what you need
on consumers because they recognise to hit. Make sure the members of
these traits in themselves. This is THE FOUNDATION, CORE, AND your staff are aware of it. In all your
why some consumers are loyal to old INFLUENCER ARCHETYPES communications and in everything
brands, no matter how much they are you do, you need to be consistent with
bombarded with the latest product in At Step Change, we use archetypes your core archetype.
the market. It’s not that consumers to facilitate our clients in identifying
don’t like change — it’s just because the foundation, the core, and the Remember, what makes one brand
they are emotionally connected with influencer of their brand. stand out is the commitment and
the brand. strength of their core archetype.
The foundation is generally your
UNDERSTANDING YOUR BRAND’S business’s category type. This trait Take, for example, the aged care
ARCHETYPE is what got your business to where sector. This industry has the Caregiver
it is today, or it’s the standard that archetype in its foundation. But what
Archetypes function as a compass. customers demand or traditionally makes aged care brands set apart are
Fully understanding and embodying from your industry. their core archetypes:
the archetype that represents your

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 Once you’ve decided on your core
and influencer archetypes, learn it by
heart. Get your team and your third-
party suppliers to understand them.
Use them to guide you to humanise
your communications, improve your
strategy, and remove any subjectivity.

Read on to discover your brand’s

archetype, to define how you want
your brand to be seen and ultimately
The influencer, on the other hand, HOW DO YOU WANT YOUR BRAND TO
what your business stands for —
­
is the archetype that gives your core BE SEEN?
because consumers who stand for the
its edge and versatility. It’s something
same ideals that you do will naturally
you need to keep an eye on. It takes As you go through this book, learn
be drawn to you.
it forward as it gives it a level of spice. and take a page from the world’s most
This will also shape you as you evolve memorable brands, like Coca-Cola,
as a brand. Apple, Harley Davidson, and Victoria’s
Secret. Think about which archetype is
closest to your brand.

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 Sample Archetype Framework
Brand: Happy Chicken Eggs
A Step Change client

Influencer

Influencer
(Foundation Archetype)

Personable Core Imaginative

Passionate

Creative
Reliable
Happy

Stylish
Principled
Idealist

Friendly Ambitious

Leader

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The Ruler Confident, takes charge, a The Sage A real thinker, an expert, an adviser,
role model confident, credible, and in control

The Hero A warrior, competitive, principled, The Explorer Seeks new things, is adventurous,
proud, brave, and courageous independent, and self-sufficient

The Outlaw Rebellious, shocking, disruptive, The Regular Guy Unpretentious, reliable,
feared, powerful, and liberated dependable, values routine, and is predictable

The Creator Innovative, imaginative, The Innocent Wholesome, pure, forgiving,

experimental, takes risks, and turns ideas trusting, happy, and optimistic
into reality

The Jester A clown, a trickster, playful, takes The Caregiver Altruistic, selfless, nurturing,
things lightly, impulsive, and spontaneous supportive, compassionate, and empathetic

The Lover Passionate, sexy, erotic, seeks The Magician Healer, intuitive, values magical
pleasure, and to indulge, follows their emotions moments, likes change, and is charismatic

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The King.
The Queen.
The Leader.
The Boss.

”
Being powerful is like being a lady. If you have to
tell people you are, you aren’t.
— Margaret Thatcher

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Rulers are often pictured as solid, They don’t appreciate simple, communication mediums, without ever
often very ‘masculine’. Think: Abraham unintellectual adverts. They relate to becoming pompous.
Lincoln and Winston Churchill and ads that reflect power, control, and
Margaret Thatcher. They carry an air success.
of authority when they act and speak.
They are confident, responsible, and HOW RULERS BRING THEIR BRANDS
fair. TO LIFE

Rulers are driven by the desire to Rulers don’t try to appeal to the
control and be powerful, but they are masses, and they do not admit defeat
not unbending and entitled. They aim to a rival company. Instead, Ruler
for prosperity and success not just for brands often claim that they are the
themselves but for their family and market or thought leaders in their
community. They dread disorder and category. They claim their leadership
being overthrown. position in their field — and prove it.

The Ruler personality draws in They offer a sense of security and

customers who are naturally dominant, stability, giving people an assurance
those who, when they walk into a of longevity. They speak with an
room, want to command attention. air of authority and class across all
Photo: Winston Churchill

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CATEGORIES THAT TEND TO HAVE
THE RULER AT THE FOUNDATION

Brands with this archetype promise

power. This is clearly depicted by the
following categories with the Ruler as
their foundation:

• Credit cards
• Business apparels
• Banks
• Luxury cars
• Watch manufacturers
• Business-class transportation
• Hotels

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EXAMPLES OF RULER BRANDS

Qantas. The Australian airline was crowned as the world’s Mercedes-Benz. Their tagline “The best or nothing” promises
safest airline for three years by AirlineRatings.com. that they build only the best design, safety, engineering, and
technology for their customers.

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EXAMPLES OF RULER BRANDS

Boss by Hugo Boss. Their signature suit is tailored to Microsoft. A very famous brand that dominates its market,
bring out the ruler in the wearer. Even the name evokes Microsoft is anchored to the Ruler archetype, and this is
leadership. reflected through how it values facts and order.

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EXAMPLES OF RULER BRANDS

The International Spine Centre. A client of Step Change, this spinal care centre was formerly known
as YHY & Associates. A day with our team of Step Change strategists paved the way for them to
discover a new purpose: to offer people who are suffering chronic back pain hope of a life beyond
pain. This discovery led Step Change to recommend that YHY &Associates be rebranded as The
International Spine Centre — and it positioned them as thought leaders in their industry, making
them a Caregiver brand with the Ruler as their core archetype.

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The Scholar.
The Teacher.
The Thinker.
The Expert.

”
The whole world is open for a sage.
— Democritus

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Sages are truth seekers. Their goal is rules, they are detached from reality, Tagged as experts, their tone of
to understand the world and share it and they can know about all things but voice should intelligent, factual,
with others. They find and depend on never act on them. Their fear? Being authoritative, and informed.
wisdom in every situation. misinformed and duped.

Think of Hermione Granger in Harry The Sage personality attract customers

Potter or Yoda in Star Wars or Professor who are looking for knowledge and
Ray in Finding Dory. In real life, we have new sources of learning. These
Albert Einstein, Neil Patel, and Oprah. customers are most attracted to
advertisements that challenge the way
At their core, they are rational they think and offer wise solutions.
intellectuals, and they find fulfilment They want to feel that they are in-the-
in seeking answers to the big know.
questions. They are able to detach
themselves from their own opinions HOW SAGES BRING THEIR BRANDS TO
and biases to reach an absolute LIFE
truth.
To connect with their potential
At their worst, Sages are excessively customers, they communicate using
concerned with minor details and facts and higher-level vocabulary.

Photo: Albert Einstein

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CATEGORIES THAT TEND TO HAVE
THE SAGE AT THEIR FOUNDATION

Sage brands promise wisdom. They

are clearly seen in the following
categories:

• Broadcasting networks
• Online news journals
• Schools and universities
• Consulting companies
• Search engines, like Google

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EXAMPLES OF SAGE BRANDS

Mercer. A financial services business, Mercer positions itself as a thought leader

in wealth, retirement, health, and career. To demonstrate this, they planned to
launch their Super Genome Project, with Step Change to help communicate their
IBM. A classic example of a Sage brand, value. The purpose of the project was to reimagine superannuation and create
it encourages the use of intelligence to an experience to engage users. In a conference they participated in, Step Change
discover truth and understand the world. created a trade show stand, to stand out at the conference and amplify the
launch. The stand won the Best Crowd Pleaser Award and Best Digital Innovation
Award, and this got people talking about Mercer’s game-changing initiative.
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EXAMPLES OF SAGE BRANDS

Harvard Business Review. This is the go- CNN. This American news channel has for a tagline “Be the first to know”.
to website for business leaders looking
for innovative ideas and classic advice
on strategy, leadership, and business
disruption.

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The Warrior.
The Saviour.
The Winner.
Champion.

”
A hero is someone who has given his or her life to
something bigger than themselves.

— Joseph Campbell

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What drives Heroes to get up in the quality.
morning is their desire to prove their HOW HEROES BRING THEIR BRANDS The following industries have the Hero
worth through acts of bravery. TO LIFE archetype at their foundations:

Their fear? To be seen as weak and a Hero brands help people take a stand • Plumbing
failure. or solve a social or environmental • Military recruitment
issue. The Hero archetype effectively • Pet rescue centres
At best, Heroes are courageous, works for brands that are often the • Sports gear and apparel
determined, and skilled. But at their underdogs in the industry, especially • Outdoor gear
worst, they are arrogant and too if they have a definite competitor to
aggressive — the primary causes of beat.
their downfall.
CATEGORIES THAT TEND TO HAVE
The Hero personality attracts THE HERO AT THE FOUNDATION
customers who want to be seen as
good, moral citizens. They want to feel Promising triumph, Hero brands claim
inspired and empowered. They are that they are superior in their industry
fulfilled when they rise to meet and and they produce quality products
overcome challenges. They uphold or services that improve or have an
products that are efficient and of impact on the world.

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EXAMPLES OF HERO BRANDS

FedEx. This comic 1970s FedEx ad assures its viewers that My Darlinghurst Plumber. This Sydney-based plumbing
FedEx understands and is keeping pace with your business’s repair services company promises prompt and reliable
urgent demands. service, from blocked drains, broken toilets, to leaking pipes.
Their messaging clearly depicts being a hero to customers,
who are frustrated with their plumbing problems.

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EXAMPLES OF HERO BRANDS

Nike. This brand taps into the story of a hero pitted against
a great foe. In this ad, the foe is the old self, the ego, the Australian Ethical. Superannuation is about exploring where
desire to quit. you want your retirement funds to go. After a business
intensive with Step Change, this brand was able to define
their core purpose — making money do good — and their
marketing communications encourage people to place their
retirement funds on things that matter.
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The Wanderer.
The Trailblazer.
The Adventurer.

”
We shall not cease from exploration, and the end
of all our exploring will be to arrive where we
started and know the place for the first time.

— T. S. Eliot

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Explorers find fulfilment in authenticity The Explorer personality draws in On the other hand, Explorer brands
and experiencing life to the fullest. customers who crave adventure and must not appear aimless in their
That means they want to use their freedom. These customers are not wanderings and promote being a
freedom to explore and discover the persuaded by advertisements that misfit. They should not appear too
world. Their journey becomes one of promote conformity. They relate to unbending or corporate.
self-exploration as they discover more brands that offer self-discovery and
about themselves than the lands they make them feel audacious and alive.
travel. For this reason, the Explorer
archetype is all about self-actualisation. HOW EXPLORERS BRING THEIR
BRANDS TO LIFE
Explorers are restless, independent,
and ambitious. “Don’t fence me in” is Brands with this archetype help people
their battle cry. Their biggest fears are feel free. They create products that
being pressured to conform, getting promote individuality, excitement,
trapped, and feeling empty inside. and new experiences. Use this
archetype when you want your brand
You will recognise this in Peter Pan, to be differentiated from a conformist
Indiana Jones, Amelia Earhart, and Sir competitor.
Edmund Hillary.

Photo: Amelia Earhart

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CATEGORIES THAT TEND TO HAVE
THE EXPLORER AT THE FOUNDATION

Explorer brands promise freedom, and

we see this in the following business
categories:

• Extreme and outdoor apparel and

equipment
• Automotive

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EXAMPLES OF EXPLORER BRANDS

Qattro. A client of Step Change, Qattro is a property group

North Face. The retailer for high-performance
with a world-first vertically integrated model across the
outdoor equipment is always “pushing the
property development spectrum. Qattro believes there’s
boundaries of innovation” so its consumers can
a smarter way to develop homes. Qattro is out to deliver
explore more.
property solutions in a way that is not overly complicated
for clients and helps people to make one of the biggest
investment decisions of their lives.

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EXAMPLES OF EXPLORER BRANDS

National Geographic Channel. This ad draws on the viewers’ curiosity, encouraging them to
never stop exploring.

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The Rebel.
The Misfit.
The Revolutionary.

”
The only way to deal with an unfree world is to
become so absolutely free that your very
existence is an act of rebellion.

— Albert Camus, author of “The Rebel”

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Outlaws thirst for revolution. They take their revolutionary endeavours currently being used — a system, a
are driven by their desire to change too far, it can pave the way to their tool, or a practice — is not working
their world for the better, most of destruction. anymore and has to be changed.
the time choosing to do this through
questionable means. The Outlaw personality attracts To live out this brand, your
customers who uphold the business needs to be radical,
Always challenging the status quo, they unconventional. They will likely prefer shocking, disruptive, liberated, and
don’t conform and support structures brands and ads with unique messaging countercultural.
that do not work, even if society still and deliver outrageous content.
does.
HOW THE OUTLAWS BRING THEIR
In literature, we see this personified in BRANDS TO LIFE
Zorro and Captain Jack Sparrow. In real
life, this is evident in Richard Branson, This is a great archetype for brands
Che Guevarra, and the bushranger Ned that want to stand out from the
Kelly. traditional, mainstream, ‘boring’
competitors in the category.
Outlaws fear powerlessness. Anger
and mistreatment trigger them to act Outlaws create disruption in their
out their sentiments. But when they category when they see that what is
Photo: Richard Branson

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Do not, however, resort to promoting
destruction and going against the law
for taking ‘fun’ too far.

CATEGORIES THAT TEND TO HAVE

THE OUTLAW AT THE FOUNDATION

Promising revolution, Outlaws

personify defiance, which is why
challenging what has to change is their
greatest virtue. Here are some of the
categories with the Outlaw archetype
at the foundation:

• Motorbikes
• Niche apparel
• Gaming/movies

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EXAMPLES OF OUTLAW BRANDS

Harley Davidson. The epitome of the Outlaw archetype — it Virgin. King of publicity stunt and Virgin Cola founder,
is more than just a brand name. It’s an identity every rider, Richard, drove a tank towards Coke’s HQ when they
and even non-rider, proudly wears. launched Virgin Cola in 1998.

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Everyman.
The Realist.
The Solid Citizen.
The Person Next
Door.

”
I understand the common man because I
understand me in that regards, at least.

— Vince McMahon

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Homer Simpson, Frodo Baggins, and The Regular personality attracts with your customers. Your ads should
Ronald Weasley — what do they have customers who want to feel appeal towards normal, everyday
in common? understood and included. They are living. Develop ordinary, solid virtues,
trusting and always project the “If they and always have the touch of the
Central to these characters’ personality can do it, I can too” attitude. common man. The tone of voice across
is the Regular archetype — the reliable all communications should be friendly,
person, the friend you’d expect to turn HOW REGULARS BRING THEIR humble, honest, and down-to-earth.
up on time, the easygoing mate who’s BRANDS TO LIFE
always good for a chat. Their core
desire is to belong and connect with Brands with this archetype encourage
others. consumers to be okay just as they
are. Their products and services
They fear being left out or being have low to moderate prices — a big
rejected or standing out from the differentiator from elite brands — and
crowd. Their weakness? They could their features are for everyday use, so
have the tendency to hide their own this is a perfect fit for companies that
personality in an effort to blend in and target the homes and families.
belong.
If you think this archetype is right for
your brand, do create real connections
Photo: Homer Simpson

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CATEGORIES THAT TEND TO HAVE
THE REGULAR AT THE FOUNDATION

Regular brands give people a sense

of belonging, which is why their
messaging is directed to the everyday
life. Here are examples of categories
with the Regular at their foundation:

• Comfort food
• Retail
• Garment
• Basic beer and alcohol

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EXAMPLES OF REGULAR BRANDS

Holden Ute. Everything about this Aussie car ad — the car, Levi’s. This brand is always geared towards the ordinary
the people, the narrator, its tag line “Every man and his dog people and the workforce.
will love it“ — models the Regular archetype.

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EXAMPLES OF REGULAR BRANDS

Kraft Peanut Butter. This shows a kid’s preference over the Toyota Hilux. This “Bugger” ad shows how the powerful
new product in the market. Hilux is used in the day-to-day context.

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EXAMPLES OF REGULAR BRANDS

Macca’s. This ad was released in time for Australia Day in Beerenberg. This iconic family-owned Australian brand is a
2012. This is a classic example of Australian Regular people, Step Change client. It provides premium sauces, jams, and
from all walks of life, coming together for a treat at Macca’s. condiments from their very own farm in Hahndorf, South
Australia. A wonderful blend of the Innocent, this brand
harmonises the history of the family farm, the passion for
quality food, while maintaining approachability and a really
grounded human aspect.

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The Artist.
The Dreamer.
The Designer.
The Builder.

”
Life isn’t about finding yourself. Life is about
creating yourself.

— George Bernard Shaw

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Creators are often pictured as people to push boundaries. They They differentiate themselves
imaginative, expressive, innovative, prefer brand messages that will amaze from brands that encourage little
and realistic. They want to create them and inspire them to create and imagination and innovation from the
exceptional things that have enduring express their own vision. user.
value.
HOW CREATORS BRING THEIR To be perceived as inauthentic or a
We see this trait in Tony Stark from BRANDS TO LIFE sellout is the worst thing that could
Ironman; and in the real world, there’s happen to a Creator brand.
Steve Jobs and Walt Disney (the man). If your products bring to life a creative
Their motto is, “If you can imagine it, it vision, are design-led, provide
can be done.” customers with an array of choices,
foster innovation, or cater to aspiring
They fear mediocrity in their vision and and professional artists and designers
execution. They’re perfectionists, and — this archetype will suit you perfectly.
this very desire for perfection can lead
to their downfall. Creator brands position themselves
as the bastions of creativity. Their
The Creator personality attracts message revolves on inspiring people
customers who enjoy brands that to think, “I want to do what they can
are experimental, novel, and inspire do”.
Photo: Steve Jobs

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CATEGORIES THAT TEND TO HAVE
THE CREATOR AT THE FOUNDATION

Brands with this archetype promise

authenticity and require a high degree
of out-of-the-box thinking, which
appeals to the creative customer.
This is clearly depicted by the following
categories with the Creator as their
foundation:

• Arts
• Design
• Technology

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EXAMPLES OF CREATOR BRANDS

LEGO. For 60 years, LEGO has been feeding both children’s

and adults’ imagination, invention, and creativity.

Ikea. Ikea is a Creator to its core, always creating

cool designs and innovating.

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EXAMPLES OF CREATOR BRANDS

Apple. While Apple had tapped into their Outlaw personality Advantaged Care. A Step Change client, this brand has
through their 1984 ad, they have taken on the Creator the Creator archetype at the core. They aim to be seen as
archetype since their Think Different campaign in 1997. visionaries in the aged-care sector: creative, imaginative,
and naturalistic. This is seen in the kinds of homes they built
for residents — which they get to see through a virtual tour.

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The Nurturer.
The Supporter.
The Parent.
The Saint.

”
Kindness can transform someone’s dark moment
with a blaze of light. You’ll never know how much
your caring matters.

— Amy Leigh Mecree, author

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Caregivers are often characterised by HOW CAREGIVERS BRING THEIR of or proven to cause harm and
their compassion, selflessness, and BRANDS TO LIFE exploitation to the customer.
generosity.
If your business helps customers to CATEGORIES THAT TEND TO HAVE
Driven by their desire to care for nurture people, protect their loved THE CAREGIVER AT THE FOUNDATION
and protect others, their greatest ones, support their families, or serve
fear is selfishness and ingratitude. the public (e.g. healthcare, education, Brands with this archetype promise
Although they want to be recognised etc.), this brand archetype is the care and security. This is clearly
for their effort, they don’t want to be perfect fit for you. depicted by the following categories
patronised. with the Caregiver as their foundation:
Across your marketing communication,
Often paired up with the Hero your tone of voice should be warm, • Healthcare
archetype, the Caregiver is often thoughtful, and motherly. Your aim • Aged care
associated with maternal roles and is is to make customers and their loved • Not-for-profit organisations
likened to the Hero’s mum or someone ones feel secure and cared for. • Aid programmes
who has taken the Hero under her • Education
wing and protected them until they’re A probable reason for the Caregiver • Baby’s milk formula and baby
ready to fly. brand’s downfall is when their products
products and services are accused

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EXAMPLES OF CAREGIVER BRANDS

A2 Platinum. This ad clearly addresses mother’s concern for The Body Shop. The Body Shop is famous for its
their babies wellbeing. commitment to various environment advocacies.

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EXAMPLES OF CAREGIVER BRANDS

P&G. This ad from P&G highlights how the support and love TOMS. Buying a pair gives another pair to a person in need.
of the Olympians’ mothers take them to where they are now.

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EXAMPLES OF CAREGIVER BRANDS

Photo from fairtraidamerica.org

Conscious Step. This brand is a partner of Step Change. Each sock design comes with a social cause — from
providing water through Matt Damon’s Water.org, and treating HIV, and feeding children.

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The Child.
The Idealist.
The Optimist.

”
Softness is not weakness. It takes courage to stay
delicate in a world this cruel.

— Beau Taplin, writer

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Innocents want to create and The Innocent personality draw in They use concise language and simple
spread happiness and optimism and customers who like optimistic brands. and natural imagery to carry out their
promote simplicity. They value nature, These customers don’t like guilt- message to reflect their value of purity
transparency, and purity. tripping, gimmicky advertising. They and nature.
look for products that will make living
We see this in Dory from Finding Nemo, life simple and good. This archetype is a perfect fit for you if
Pippin Took from Lord of the Rings, and your brand offers simple solutions and
Wall-E. Audrey Hepburn embraced HOW INNOCENTS BRING THEIR is associated with cleanliness, health,
this archetype in her films. These BRANDS TO LIFE and virtue; if you are a company with
characters are wholesome and full of straightforward values; and if you want
virtue — traits that are associated with Innocent brands foster purity, to be differentiated from competitors
the Innocent archetype. They strive to simplicity, and trustworthiness. with tarnished reputations.
do what is right and positive. Perhaps their motto is, “Life is simple,
and simplicity is good.” So always guard your image, and
Most of the time, their simplistic don’t get involved in unclean dealings
view of the world is perceived as a Across all their communication, their lest your customers — who prefer
weakness. They fear to do something brand’s tone is simple and cheerful, brands with virtue — look for products
immoral and to see the world being radiating optimism. elsewhere.
influenced by something negative.

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CATEGORIES THAT TEND TO HAVE
THE INNOCENT AT THE FOUNDATION

Brands with this archetype promise

simplicity. This is clearly depicted
by the following categories with the
Innocent as their foundation.

• Mild and gentle bath products

• Fabric-conditioning products
• Whole food and organic produce
• Brands connected with nature

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EXAMPLES OF INNOCENT BRANDS

Innocent Smoothies. Produced in UK, this was the first to nudie. “Our juices are so pure there’s a naked boy on
really nail this archetype in reinventing the juice category. our bottle.”

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EXAMPLES OF INNOCENT BRANDS

Ivory. Customers who prefer mildness and clarity over Kleenex. From its logo to packaging to advertisements,
glamorous scents and packaging will go for the ever-simple Kleenex stands by the Innocent brand archetype.
Ivory brand. Ivory is built around the idea of a persona that’s
pure and simple.

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The Partner.
The Intimate.
The Sensualist.

”
The real lover is the man who can thrill you just
by touching your head or smiling into your eyes
— or just by staring into space.

— Marilyn Monroe

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 collaterals. Your message should
Those who desire intimacy and seek that are pleasurable to the senses. focus on how the product feels for the
pleasure in their relationships and They want to connect with other consumer. In order to do that, your
in their environment have the Lover people, be desired, and indulge. language should be adjective-rich.
personality.
HOW LOVERS BRING THEIR BRANDS
Passionate, intimate, and sensual, TO LIFE
the Lover aims to inspire love and
be loved. She does this by finding If you are in the business of creating
ways to become more physically and products or providing services that
emotionally appealing. would help make a person be more
attractive, enjoy intimacy, or build
She fears to be unnoticed, unloved, relationships, this brand archetype will
and unwanted. work for you.

We see this archetype personified Great Lover brands create desire

by Marilyn Monroe, Madonna, and and grant permission. Your aim is to
Casanova. make customers feel attractive and
accepted. So your tone of voice should
The Lover personality draws in be affectionate and sensual across
consumers who are drawn to brands your company’s communication and
Photo: Manilyn Monroe

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CATEGORIES THAT TEND TO HAVE
THE LOVER AT THE FOUNDATION

Brands with this archetype promise

passion. It doesn’t even have to be
romantic or sensual. In one example
below, you will see that even
brands that offer straightforward,
professional services can have the
Lover personality. Here are some
industries that usually have the Lover
at their foundation:

• Fragrance
• Cosmetics
• Indulgence food
• Wine
• Fashion
• Travel

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EXAMPLES OF LOVER BRANDS

Victoria’s Secret. This brand evokes intimacy and pleasure. Lady Godiva. Lady Godiva ads highlight the pleasure of
Its messaging is “You too can be loved and desired if you buy indulging in chocolates.
into this brand.”

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EXAMPLES OF LOVER BRANDS

Chanel no. 5. This brand targets free-spirited, elegant Haagen-Dazs. Close-up shots of lips forming the word
women who don’t need to sexualise themselves to look Limoncello makes for the sensual aspect of this ad.
appealing to men.
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EXAMPLES OF LOVER BRANDS

Xero. This is an accounting software company that’s all about making beautiful accounting
software and actually making people enjoy using it. We often hear accounting ads say, “Make
your numbers right.” But no one’s ever talked about the pleasurable side of accounting, and Xero
took that opportunity.

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The Trickster.
The Joker.
The Comedian.

”
There’s no life without humour. It can make the
wonderful moments of life truly glorious, and it
can make tragic moments bearable.

— Rufus Wainwright

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Have fun and live in the moment — Perhaps one of the best examples of HOW JESTERS BRING THEIR BRANDS
this is what people with the Jester the Jester type is Jim Carrey in almost TO LIFE
personality really want in life. Jesters all his films. The comedian Adam Hills
make it their purpose to lighten up the is also another example, who in spite If you are in the business of
people around them with humour. of being born without a right foot, is entertaining customers with humour,
able to share his story and experiences this brand archetype is the perfect
At peace with the paradoxes of the light-heartedly, a manner Jesters can fit for you. Across your company’s
world, they use humour to emphasise pull off. Timon and Pumba play the communication and collaterals, your
social issues — and point out how silly jesters in the Lion King. So do Fred and tone of voice should be enthusiastic,
these are. George Weasley in Harry Potter. lively, and comic. Your aim is to make
customers feel playful and entertained
They’re the life of the party, easy- The Jester personality draws in and to make them appreciate life.
going, and jolly. Not wanting to get tied customers who are young and
down, they don’t like getting bored, the young at heart. They are more For example, email marketing service
and they fear boring others. attracted to playful, humorous, and MailChimp employs Freddie, the
even silly advertisements over serious- mascot. He captures the spirit of the
They’re the type that won’t settle or sounding ones. brand’s fun personality, which delights
stay committed and get stuck in a rut. MailChimp users.
They live in the here and now.

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CATEGORIES THAT TEND TO HAVE
THE JESTER AT THE FOUNDATION

The Jester brand archetype promises

entertainment. Here are some of
the categories with the Jester at the
foundation:

• Confectionery / Food
• Entertainment
• Service-based
• Business consulting
• Toy

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EXAMPLES OF JESTER BRANDS

Ben & Jerry’s. For this brand, life is all about happiness and M&M. Injecting humour in their candy characters, M&M
ice cream. In fact, their tagline is “Peace, love & ice cream.” managed to make light of something that isn’t good for the
You can see the Jester core at work in their ice cream names: health — candy.
Boom Chocolatta, Scotchy Scotch Scotch, and BuzzBuzzBuzz.

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EXAMPLES OF JESTER BRANDS

Old Spice. Claiming to be the authority on men’s grooming products, Old Spice actually began as
a soap and toiletry brand for women. The company released men’s products at the end of the
first year, saw its success, and decided to focus on it.

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The Visionary.
The Wizard.
The Transformer.

”
If you want to find the secrets of the universe,
think in terms of energy, frequency, and
vibration.

— Nikola Tesla

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Have you seen magicians at work? HOW MAGICIANS BRING THEIR boost productivity).
They often leave you in awe and utter BRANDS TO LIFE
amazement. Magicians are always Across your company’s communication
curious, seeking to understand the If you are in the business of and collaterals, your tone of voice
laws of the universe. transforming people and giving should be expansive, eloquent, and
customers a novel experience — a stirring. Your aim is to make customers
Visionaries of a better future, they magical moment — when they use feel captivated and think, “I want to
want to make dreams a reality. But your services or products, this brand experience that”.
they also defy what common people archetype is the perfect fit for you.
believe to be the ‘reality’ as more often
than not, people’s perceived reality is Think of transformative moments
limiting them. Think: David Copperfield — like from sickness to good health
or Marie Kondo or Steven Spielberg. (pharmaceuticals), from wrinkles
to younger-looking skin (beauty or
The Magician personality attracts dermatological products and services),
customers who prefer products from feeling lost to having insight and
that can make them grow wiser and guidance (life coaching), from being
more influential. They are drawn to inefficient at work to being highly
messaging and advertisements that productive (technology or apps that
are dramatic, moving, and imaginative.
Photo: Steven Spielberg

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CATEGORIES THAT TEND TO HAVE
THE MAGICIAN AT THE FOUNDATION

Able to see past challenges and

reframe them as opportunities,
Magicians promise transformation.
These are the categories with the
Magician in their foundation.

• Entertainment
• Beauty
• Innovative technology

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EXAMPLES OF MAGICIAN BRANDS

Walt Disney. Over the years, Disney is famously associated with wonder, imagination, and magic.
From one customer touchpoint to the next, magic is at the core of everything they do as this is
what’s supercharging their business growth.

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EXAMPLES OF MAGICIAN BRANDS

Step Change: Strategy, meet creativity. A magician brand offers to transform and improve something —
­ and this is exactly
what Step Change is out to do for businesses who want a step change and a path to winning in a VUCA world. We solve the
Big 6 Challenges businesses face, creating magic when strategy and creativity collide.

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EXAMPLES OF MAGICIAN BRANDS

Coca-Cola. When Coke is at its best, it’s the Magician — open

the top and the magic begins. Perhaps one of the most
memorable campaigns Coca-Cola made was “The Coke side
of life”. When you open the bottle, one could just imagine
summer bursting out of the bottle.

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 Now that you’ve gained insight on your
brand’s archetype, it’s time to shape a compelling
brand story that cuts through the marketing noise
and transforms your business.
We can help.

Contact us

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ACKNOWLEDGEMENTS
Our sincerest thanks to the people who contributed to the completion of this book, most especially to Adam Long — CEO, serial entrepreneur,

speaker, and inspiration — for his oversight, examples, and inspiration; and Glenn Bartlett — the Head of Strategy at Step Change — for his

technical grasp and understanding of the concepts and vision in bringing the archetypes to life.

SOURCES

Brand Box - Brand Archetypes Walkthrough

2 Minutes on Brand Archetypes: Why Do I Need an
Archetype, and How Do They Work?

http://www.inspectorinsight.com/category/archetypes/
http://www.sparkol.com/engage/the-12-brand-archetypes-all-successful-businesses-are-built-on/
http://www.nvision-that.com/design-from-all-angles/what-is-your-brand-personality-a-look-at-brand-archetypes
http://www.archetypesinbranding.com/
http://marketingideas101.com/idea-center/branding-idea-center/branding-101-12-brand-archetypes/
http://kayeputnam.com/brandality-archetypes/
http://blog.hubspot.com/agency/cultural-archetypes#sm.000bos43s11kncqpr1s2puofea851

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strategy, meet creativity

www.hellostepchange.com

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