A Practical Book About Brand Archetypes

What should a book about archetypes contain? Of course, they must contain some practical advice about creating a perfect brand based on the theory of archetypes. Are brand archetypes capable to do a branding and make a full contribution to the success of the brand?

I would say. Yes of course!
And How can they? Are there any examples?
I would say that 3 main brands. Amazon, Nike, Apple are based on archetypal branding.
Nike always tells us” Just Do It” and shows the successful sportsmen, who achieved everything. Nike opens the magic of the Hero Archetype and their consumers are sure that they are real heroes.
Instead, Apple’s marketing strategy is based on changing everything that was there before. They always do something, that is totally different from others. Another mobile software like IOS. Another type of design like iPod. And Apple owners are sure that they are different from other gadget users. Apple’s philosophy is based on Outlaw brand archetype. The outlaw brand archetype has a desire to destroy everything that do not work. And Apple does it in a perfect way.

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So, how we do practical branding with archetypes?

1. We create the purpose of the brand with the help of slogans.
   Nike knows that their archetype is Hero and created the following slogan“Just Do It” which helps to rise our inner winner, to become masters just like Hero brand archetype promotes.
   Apple likes breaking the old rules (the purpose of the Outlaw brand archetype) and tells us to “Think Different”.
   Brand purposes shown with a slogan is the first step for beginning the great journey, because every brand must have its philosophy which should be totally unique and appealing for customers.
2. The second step is about communicating with customers.
   Brand archetypes show the way we should connect with users. What are the keywords and ideas we should emphasize?
   Here we present 4 grade multi messaging. All the 12 of archetypes have their special style of stories which have 4 grades
   Mercedes-Benz (ruler archetype) tells us “The best or nothing”.THis is the 3rd grade of the Ruler archetype messaging. The 3rd grade is about developing leadership in family and community.
   Just remember how much difficulties we have while we want to
3. The 3rd part in brand creating is logo creation.
   How the logo should be created? What images should the logo have? The font style and colors of the logo. All the followings have answers. Each of the 12 archetypes has specific kind of logos. The ruler brand archetype likes minimalistic images and black color is crucial here like the “Rolex” logo. Instead, Jester is for breaking the rules of ordinary logo creation, just remember “Fanta” logo”. The logo is the first visual attribute that people see and acknowledge your brand. So it should be splendid.
4. Let’s turn to the mood of archetypes.
   Each of 12 archetypes has a particular mood which is different from others. Innocent gives colorful, childish and fairy tale associations. Coca-Cola, which is an example of Innocent brand archetype, always puts spell on friendly and pure relations or a huge passion towards sports like football.
   We need to have a specific mood of archetypes while we create a website, while we make a video or take a photo. What kind of message should the capture give? Is it about a man who likes to win everything like a hero archetype? Or maybe it is about everyday chores which like the Everyman archetype? The book gives photos and descriptions of the moods of 12 archetypes.
5. In this section, the book tells us about the packaging of different kind of goods.
   The colors, the sizes, and additional particularities are so important when we turn to packaging of different kind of goods. What did the iPhone do with its packaging? Changed the size and decreasing the sizes of the main packaging, making it with the dimensions of a phone. It also added a smooth white color to the packaging and gave interesting inner solutions for additional accessories. Apple’s brand archetype is Outlaw, and they change the rules made the time before Apple has entered.
   The archetypes provide us different kind of solutions to packaging problems. The Ruler archetype prefers the black colors and uses it in every type of packagings. What type of packaging has your product?
6. Stores of archetypes.
   Different brands prefer different ways of store creation. What does generalize them in one philosophy?
   Of course, the answer is (12 brand archetypes). Explorer brands have the same attitude to their stores. We can see here that the ca brand Jeep and sports brand The north face have the same attitude to store creation. The use green color, The interior is full of different kind of unordinary things which makes people wonder and explore.
   Just do with your store like Jeep does to their stores if your brand archetype is an explorer.

In order to have a complete archetypal branding, at first we should find out what is the archetype of our brand. And the book “8 steps to a complete archetypal branding” comes for a help.

Here are 12 brand archetypes.

1.The lover archetype.
The desire of the archetype is being in intimacy and having sensual pleasure. The strategy of the archetype is becoming more and more attractive.
2.The innocent archetype.
The desire of the archetype is experiencing paradise. The strategy is to do all things in the right way.
3.The Everyman archetype.
The brand archetype desires to connect with others. The strategy of the brand is to develop common virtues.
4.The Sage archetype.
The brand desires to discover the truth. The strategy of the brand is to seek out information and understand the thinking process.
5.The Jester archetype.
The brand desires to live a life with full enjoyment. The strategy of the archetype is to play, be funny and make jokes.
6.The Magician archetype.
The brand archetype desires to gain knowledge of laws about how the world ad universe works. The strategy is to develop its vision and living it.
7.The Explorer archetype.
The archetype desires to gain the freedom to find out itself by exploring the world. The strategy of the brand is to go on a journey, experience new things, escaping from boredom.
8.The Hero archetype.
The archetype desires to prove itself through courageous actions.
The strategy of the archetype is to become strong and competent and being powerful.
9.The Outlaw archetype.
The archetype desires to revenge and to provoke revolution. The strategy of the archetype is to destroy and to shock.
10.The caregiver archetype.
Archetype desires to protect people from harm. The strategy of the archetype is to do things for others.
11.The creator archetype.
Archetype desires to create something valuable. The strategy of the brand is to develop artistic skills.
12.The ruler archetype.
The archetype desires to control. The strategy of the archetype is being a leader in a community.

The book gives us practical examples upon all of these above mentioned and also you can find tones of information about social media posts of brand archetypes. I have given examples of how to create a successful ad campaign. There are hints about fonts and colors of each 12 brand archetypes as well. Try to have a perfect brand with using the tactics of archetypal branding. Famous brands have been using it for years and reached all their goals.