Building Irresistible Brands – Part 8

Archetypes as Guides for brands

First rule of branding

Clarity wins!

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The role of archetypes

 Types of personalities and characters which resonates with humans

across cultures.

 We use archetypes as a lens on how we see the world; we assign

different roles to people and objects we encounter, as well as
ourselves.

 Hugely important to our sense of identity, and the way we feel and
behave. From the Lover to the Ruler, from the Caregiver to the
Rebel, we tend to identify with most of them, if not all, during our
lifetime.

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Strong brands are based on archetypes
Extroverted

 Brands signaling an archetype, is easier related to

and identified with by consumers. Free spirit, Artist,
Hero, Rebel,
Warrior,
Sensual lover,
Independent,
Jester
Explorer

Community
 When people can identify with and project their own

Individuality
Everyman, Ambassador,
personality traits in a given situation off the brand, Best friend, Achiever, Ruler,
Pragmatist, Enchantress,
that brand is more easily chosen over brands Connector, Mentor Entrepreneur
associated with several incompatible archetypes.
Caregiver, Guardian,, Creator, Diplomat,
Idealist, Innocent, Expert, Magician,
Romantic Visionary
 It strengthens clarity and enhances consistent
execution.

Introverted

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How:
Strengthens clarity and enhances consistency in execution

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Brands Using Archetypes
The Connector
Bringing people together

 They possess a combination of curiosity, self – confidence,

sociability, and energy.

 Has a strong sense of community and a genuine interest in

people.

 Creates connections and relationships – finding commonalities

among different groups of people

 Believe that everyone has something to bring to the table.

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The Connector
Bringing people together

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The Sage (Wise man)
To know is to grow

 They possess a great deal of wisdom, compassion and mercy.

 This archetype’s identity believes that thinking defines the human

experience.

 Has the ability to combine objective analysis and intuition with the
capacity to weigh many factors.

 They’re likely the smartest ones in the room, and likely have time,
history and proven strategies on their side.

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The Sage

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The Jester
If I can’t dance I don’t want to be part of your revolution

 They archetype is associated with making people laugh, making

people cry or wearing a mask that covers one’s real emotions

 They reflect the emotions of the crowd, making an audience laugh

by satirizing something they relate to collectively, or by acting out
social absurdities

 Their strength lies in making others laugh, use of parody, comedy

and intellect to infiltrate multiple layers of society

 They are able to offend without offending

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The Jester

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The Caregiver
Love your neighbour as you do yourself

 The archetype can be described with one word; altruistic.

 The Caregiver is compassionate, generous, impactful, self –

sacrificing, patient, highly competent and an excellent multitasker.

 They provide reassurance, advice, an open ear and an open heart.

 They find meaning in improving the lives of others. Caring reaffirms

their sense of self.

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The Caregiver

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Using archetypes in a brand building process
Need states in bread

Simple & Sporty &

Carefree Energizing

Everyday & Exclusive &

Practical Confident

Caring & Conscious &

Traditional Healthy
NEEDSTATE - Exclusive & Confident

Want to be in the right places, to be seen,

admired and network. Only the best is best.
Prefer award winning bakeries.

Känsla Beundrad, utvald, överlägsen

Personlighet Sofistikerad, elegant, imponerande
Image Premium, i en klass för sig, exklusiv
Framstå som Utvald, betydelsefull, lyxig, känsla av att unna sig,
sofistikerad, elegant
Tillfällen Middagsbjudning, visa upp, särskild händelse, synas i
en elegant miljö
Butik Sofistikerad och elegant miljö i bästa läget, tradition
och historia, högt i tak, rymd
Personal Mycket högservicegrad, gör mer än det lilla extra,
kunnig och belevrade, uniform
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Which archetypes works best within the need state
- Exclusive & Confident

Free spirit, Artist, Hero, Rebel, Warrior,

Sensual lover, Independent,
Jester Explorer

Everyman,
Ambassador, Achiever,
Best friend, Pragmatist,
Ruler, Enchantress,
Connector, Mentor
Entrepreneur The Ruler
Caregiver, Guardian, Creator, Diplomat,
Idealist, Innocent, Expert, Magician,
Romantic Visionary

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Archetype as inspiration – The Ruler

 The Ruler seeks a territory to rule over. There is a Invites to Reflect in the glory of the rules
need for someone who can take responsibility and
which people respect, with authority. Motivation Wants to lead, and be respected

Goal A successful story

 The Ruler sets standards for other to follow. The ruler Fear Someone else will take over
rules!
Strategy Excerise power

 The Ruler expresses confidence, authority and

respect in order to lead with clarity.
What does it mean for GATEAU to be The Ruler?
Store People

Products Packaging Communications

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What does it mean for GATEAU to be The Ruler?
off track - on track - off track

! Exclusivity !

Raw and unpolished Elegant and relaxed Perfect and controlled

What does it mean for GATEAU to be The Ruler?
off track - on track - off track

! Charachter !

Control freak
Rocker
Artist
What does it mean for GATEAU to be The Ruler?
off track - on track - off track

! Eating bread !

Greedily Formally Traditionally

What does it mean for GATEAU to be The Ruler?
off track - on track - off track

! In – store personnel !

Stressed, hard work Elevated, on stage Introvert, nerdy

What does it mean for GATEAU to be The Ruler?
off track - on track - off track
!

Simple & Sporty &

Carefree Energizing

Everyday & Exclusive &

Practical Confident

Caring & Conscious &

Traditional Healthy

!
Creating clarity – a simple stepwise process

Segment and Positioning Touchpoint

select needstate Select archetype Statement Guardrails

Simple & Sporty &

Carefree Energizing

Everyday & Exclusive &

Practical Confident
Caring & Conscious &
Traditional Healthy

Ambassador
Ruler
Enchantress
Time for questions

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