Brand archetypes are the secret sauce to creating successful brands. They add flavor and personality to a brand, and can be a powerful marketing tool. Instead of just creating a brand out of thin air, Eternity uses archetypes to develop visuals, messaging, and experiences that evoke specific feelings for your customers.
The Explorer is known for being curious and adventurous. This archetype can be used to create brands that are seen as exciting and new. Brands with Explorer traits often help people feel free, are nonconformist, pioneering, and offer sturdy or rugged products.
Brands North Face, Pier One, Jeep, NASA, Subaru, Starbucks
People Amelia Earhart, Jacques Cousteau, Steve Irwin, Indiana Jones, Bear Grylls
"Forge your own path forward"
Philosopher, Prophet, Guru
The Sage is known for being wise and knowledgeable. This archetype can be used to create brands that are seen as reliable and trustworthy. Brands that use the Sage archetype often focus on delivering high-quality products and services that educate or inform.
Brands New York Times, Oprah Winfrey, Harvard, Google
People Marie Curie, Bill Nye, Albert Einstein, Isaac Newton, Yoda
"The truth shall set you free"
The Innocent is known for being pure and naive. This archetype is often used to promote products that are considered wholesome and healthy, such as food, drink, and lifestyle products. The Innocent brand archetype can be very successful in creating a positive and trustworthy image for its products.
Brands Dove, Aveeno, Wholefoods, Coca-Cola, Nintendo
People Mr. Rogers, Boy Scout, Forrest Gump
"The glass is half full"
Outlaw, Maverick, Rogue
The Rebel is known for being independent and defiant. This archetype is often used to create brands that are seen as edgy and cool. It's is all about breaking the rules and doing things their own way. Rebel brands are often associated with danger and excitement, which can attract people who are looking for something new and different.
Brands MTV, Harley Davidson, Howard Stern, Hard Rock Cafe
People Evel Knievel, Calamity Jane, Billy the Kid, Wolverine
"Rules were made to be broken"
The Magician is known for being mysterious and enigmatic. This archetype can be used to create brands that are seen as intriguing and fascinating. They use their charm and charisma to influence customers and make them believe in the product or service that they're selling.
Brands Disney, Dyson, Apple, Red Bull
People Harry Potter, Tim Burton, Steven Spielberg
"It can happen"
Defender, Knight, Warrior
The Hero is known for being brave and strong. This archetype can be used to create brands that are seen as inspiring and aspirational. They often have a strong mission or purpose that they are fighting for.
Brands NIKE, The Marines, FedEx, Duracell, Red Cross, Snickers
People Batman, Tarzan, Nancy Drew, Rocky Balboa, Robin Hood
"Where there is a will, there is a way"
Pleasure seeker, Sensualist
The Lover is known for being passionate and romantic. This archetype can be used to create brands that are seen as warm and inviting. They often focus on creating a deep connection with their customers and using emotion to drive their marketing.
Brands Chanel, Victoria's Secret, Godiva, Häagen-Dazs, Nescafe
People Romeo, Buddha, Maya Angelou, Deepak Chopra, Mother Teresa
"Love makes the world go round"
Entertainer, Performer, Clown
The Jester is known for being playful and fun. This archetype can be used to create brands that are energetic and enjoyable. Their messaging is typically lighthearted and humorous, which can help them stand out from the competition.
Brands Old Spice, Geico, Mailchimp, M & M, Netflix, Ben & Jerry's
People Jim Carrey, Timon and Pumbaa, Robin Williams, Tina Fey
"If it's not fun, then why do it?"
Good Old Boy, Girl Next Door
The Everyman is known for being relatable and down-to-earth. This archetype can be used to create brands that are seen as authentic, real and relatable. They typically appeal to a wide range of people.
Brands IKEA, Home Depot, eBay, Budweiser, Wrangler, GAP
People Matt Damon, Julia Roberts, Doris Day, Pam Beasley
"Everyone is created equal"
Nurturer, Healer, Mother-Earth
The Caregiver is known for being nurturing and supportive. This archetype can be used to create brands that are seen as warm and compassionate. The Caregiver wants to create a sense of trust and loyalty with their customers.
Brands Unicef, WWF, TOMS, Volvo, Pampers, Campbell's
People Eleanor Roosevelt, Florence Nightingale, Alfred
"Treat others as you would yourself"
The Ruler is known for being in control and organized. This archetype can be used to create brands that are seen as efficient and reliable. The Ruler is often associated with luxury and sophistication, and is perfect for brands that want to exude a sense of exclusivity.
Brands Rolex, Mercedes, Louis Vuitton, Microsoft
People Jeff Bezos, Warren Buffet, Ruth Bader Ginsburg, Mark Cuban, Michelle Obama
"Power makes the world go around"
Artist, Craftsman, Creative
The Creator is known for being imaginative and innovative. This archetype can be used to create brands that are seen as unique and cutting-edge. They often have a strong focus on quality and attention to detail. The Creator sees the world as a blank canvas and are always looking for ways to improve things.
Brands LEGO, Apple, Canva, Adobe, Crayola, YouTube
People Picaso, Leonardo da Vinci, Henry Ford, Frida Kahlo, Bob Villa
"Express yourself through creativity"