What are the Three Most Popular Brand Archetypes?
Branding is an essential aspect of any business. It is what differentiates one company from their competitors, whether that’s in terms of products, services, or customer support. A good brand should be easily identifiable by customers and make a lasting impression; however, finding the right balance to create a unique and memorable brand can be tricky. That’s where brand archetypes come in.
Archetypes refer to the specific traits and characteristics used to portray a brand, such as a mascot, storytelling or even colors. The three most popular brand archetypes are the Explorer, the Problem-Solver, and the Hero.
Explorer Archetype
The Explorer is probably the most widely used brand archetype. The Explorer is not just an ordinary guide on a journey – they are the first to explore a new road, or uncover a solution to a problem. This brand archetype is associated with boldness and curiosity, as the Explorer is always on the look out for new and exciting opportunities.
The Explorer is usually associated with words such as adventurous, risk-taker, searcher and pioneer. The Explorer brand archetype often reflects a desire to explore unknown places and a willingness to try new things. Companies that use the Explorer archetype aim to be first to create, test and develop new products and services.
Examples of companies employing the Explorer archetype include Google, pioneers of cutting edge technology and new products; Subaru, renowned for its cars’ versatility and 4×4 capabilities; and Red Bull, a leading international energy drink.
Problem-Solver Archetype
The Problem-Solver is a brand archetype that identifies, analyzes and solves customer problems. This archetype typically looks at the world with a practical and pragmatic view, aiming to make life easier for others. The Problem-Solver is often patient and methodical, and understands the importance of taking things step-by-step.
This archetype is associated with words like helpful, fixer, inventor and coach. The Problem-Solver tends to prioritize function over form, and is often willing to sacrifice aesthetics in order to get the job done. Companies that portray this archetype are committed to problem-solving, and are focused on providing practical, no-nonsense solutions.
Apple is a notable example of the Problem-Solver archetype. They’ve earned a reputation for being intuitive, user-friendly and highly functional. Other companies that use this archetype include Volvo, home of the family-friendly car; and Google, which constantly seeks out fresh tech solutions to make its products better.
Hero Archetype
The Hero brand archetype is focused on courage and bravery, standing up for the greater good, often against overwhelming odds. The Hero is seen as the ultimate defender, withstanding adversity and coming out triumphant. They are associated with brave, daring, champion and savior.
Companies often use the Hero archetype to pull at customers’ heart strings and evoke a sense of pride and loyalty. This might be to encourage customers to contribute to a cause or to help them feel part of something bigger. Hero brands might also go further, making their message even more powerful by tying it to a greater mission.
Examples of the Hero archetype include Nike, which promotes strength and empowerment; Volvo, renowned for its commitment to making driving safer; and Starbucks, well known for its efforts to help protect the planet.
Brand archetypes are a great way to give your brand an identity and make it more relatable to customers. The Explorer, Problem Solver, and Hero are by far the three most popular brand archetypes, as they are relatable and provide a sense of purpose to customers.
No matter what type of brand you are crafting, understanding and incorporating the different archetypes into your brand’s story can help you develop a unique, lasting identity.
By researching your target demographic and discovering the archetypes that suit your customers best, you’ll be able to create an engaging identity that resonates and will create a long-lasting impression.
