The Brand archetype Wheel.
What is the brand archetype Wheel? Why is it created?
The answer is very simple. The wheel shows us the 12 archetypes in a very comprehensive way. It gatherers everything in one place. There are the ruler, the caregiver, the hero and all of them. Me, personally, when I want to explain to people what are the archetypes, I firstly google picture section and open one of the wheels that are presented on the page. The wheel is like a clock, it has 12 sections so that people catch the idea very quickly.
The wheel, generally, is divided into 4 parts, And here are they.
- Seeking paradise – the archetypes seek for spiritual experiences.
Innocent – Freedom
Sage – Wisdom
Innocent – Safety - Providing structure – Archetypes give form and take responsibility.
Creator -Innovation
Ruler – Control
Caregiver – Service - Building connection – Archetypes seek for better connecting.
Everyman – Belonging
Jester – Enjoyment
Lover- Intimacy - Leaving a mark – Archetypes leave a legacy.
Outlaw- Liberation
Magician – Power
Hero – Mastery
Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.
- Find out the archetype of your brand with a 12 question quiz.
- Create a slogan and brand messaging.
- Create the logo, packaging, store appearances.
There are many manifestations of the archetype wheel. Here we can see some examples.
Let’s look at the 3 examples of Archetype Wheels.
This one is one of my favorite Archetype wheels. What is interesting here?
The answer is that it has 2 advantages. The wheel shows us the real-life characters of the Jungian archetypes. Here we see the Lover as an Elegant Girl, Jester as a game and fun maker.
Here, the wheel also manifests us the approximate colors of archetypes. We see here Sage with Green color and Caregiver with dark Blue. It is very close coloring of the following archetypes.
In this archetype wheel, I like the brands pictured next to the archetypes.
We see here that Lego is a creator. Alfa Romeo is a Lover and Audi is Sage. We see here no special particularities.
The picture is not similar to the 2 wheels below. We see x y Coordinate the greed. And the archetypes scattered around the grid.
Firstly, let’s find out what the greed represents. Y coordinates stability and change. X coordinates Belonging and independence. And it is found out that Lover seeks for belonging and change, Caregiver seeks stability and belonging. Well, this greed tells us a lot about archetype attitudes.
Overall, Let’s look t the archetypes briefly and remember what these 12 Jungian archetypes represent.
The creator Archetype.
Creator seeks for creating something valuable, giving form to a vision. It is very perfectionist. Creator motivates people to self-express. Lego is a famous example of the Creator Archetype. Some brands take Creator archetype as they provide choices, means of creation to customers and they become an artist, a creator due to the brand.
Ruler Brand Archetype.
The ruler needs to control. With the control, it seeks for a successful community. Ruler likes leadership and responsibility. Hugo Boss is a popular Ruler Brand. The brands who take the Ruler personality have a high-status product to enhance the power of their customers or they are offering an eternal guarantee of their goods.
Caregiver Brand Archetype.
The Caregiver helps others, protecting people. Generosity, compassion, consistency are the characteristics of the caregiver archetype. Volvo is a famous Caregiver brand example. The brands that take the caregiver personality help people to connect and help each other. They also take responsibility for people self-care.
Everyman brand archetype.
Everyman seeks to connect with others. It tries to belong, to be a member of a community. The characteristics f the archetype are equality, democracy, and realism. A famous Everyman brand example is Levi’s. The brands that take Everyman personality have a product whose function is used every day. Or help people to belong.
Lover Brand Archetype.
Lover tends to be in a close relationship with its people and surroundings. Reaching intimacy and becoming more attractive is Lover’s strategy. The characteristics of the Lover are appreciation, commitment, passion. Chanel is a famous Lover brand example. The brands that take the Lover personality have a product that helps people find friendship and love, which promotes beauty and romance.
Jester Brand Archetype.
Jester tries to have a funny and great time. It plays, makes jokes and fills everything with enjoyment. Joy, playfulness, happiness is the characteristics of Jester archetype. M M’s is a famous example of A Jester brand. The brands that take Jester archetype help people to have a good time, they also make people belong to a brand.
Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for complete archetypal branding with the followoing book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.
Explorer Brand archetype.
Explorer seeks to find its way, improving the individuality through exploring things. It tries new things in order to escape an annoying and monotonous life. It has gifts of autonomy, spirituality, ambition. Jeep is a famous Explorer brand example. The brands that take Explorer archetype help people to express their individuality.
Innocent Brand archetype.
The Innocent wants to be happy. How? Through experiencing paradise. So, it has a strategy to do things right. The gifts of the archetype are faith, optimism, certainty. Coca Cola is a famous example of Innocent brand archetype. Brands who take Innocent brand archetype have functions that are associated with health, cleanness or have an ordinary answer to a complex question.
Sage brand archetype.
The Sage seeks to discover the truth. It develops intelligence to understand everything surrounded. The gifts of the archetype are learning, expertise, wisdom, and intelligence. CNN is a famous Sage brand example. A brand that takes Sage personality provides accurate information to a customer or they encourage their users to think.
Magician Brand Archetype.
The Magician seeks to find out fundamental laws about the world and due to this, it makes dreams come true. The strategy of the magician is developing a vision. The gifts of the archetype are personal transformation, change, and self- development. Disney world is a famous example of the Magician archetype. The brands that take Magician archetype promise the customer to change them.
Hero Brand archetype.
The Hero proves its worth through toughness. It wishes to become strong, mighty and competent through developing its skills. The gifts of the archetype are courage, discipline, focus. Nike is a famous example of the Hero brand archetype. The brands that take Hero archetype help people to do their best, so that they can cross their own limits or they have a tough opponent that must be beaten.
Outlaw Brand Archetype.
The desire of the Outlaw is a revolution. And it wants to destroy anything that doesn’t work. The gifts of the personality are radical freedom, out of time thinking. Harley-Davidson is a famous example of Outlaw brand archetype. Brands that have the Outlaw archetype choose a customer who is disaffiliated from the community or they produce a product which has a purpose is to destroy something.
As we see archetypes are real. They are true patterns of unconsciousness. And a lot of brands are using it for their branding. The wheel makes the complicated idea seem very simple. There are 12 of them, and each of them is unique. Which of them is your brand archetype?
