Have you ever heard of archetypes? The concept has been around for awhile but it is starting to pop up again and you are seeing branding experts use them in their brand schools and training for their clients. Simply speaking, archetypes are basically personality types that define your brand’s personality type. Think of those personality quizzes you used to take when you were younger, but much more focused and accurate in my opinion.
There are different archetypes like caregiver, rebel, advocate, explorer, lover, etc. The list goes on. Well one of the clients I coach has enrolled in an online brand course and in the course they have you figure out what kind of archetype to lay a solid foundation for building your brand.
What does your personality have to do with your brand though? Well frankly, everything! Especially if you have a personal brand and you are the face of your culinary business.
Even if you don’t have a personal brand, knowing your archetype can really help you understand yourself better and what kind of business and brand you want to build that fits you best. After all, if you are not the caregiver type then maybe you shouldn’t be marketing your culinary business as helping to nurture and take care of people. Maybe if you are an explorer you would encourage them to explore food and you would constantly be experimenting with new dishes and telling your fan base about it. See where I am going with this?
Here are some of the basic 12 brand archetypes that we often see, along with some examples:
- The Innocent
These are the type of businesses that promote simplicity and position themselves as open and trustworthy. Think of the brands like “The Honest Company” or Johnson & Johnson.
2. The Hero
A brand that is a hero archetype promotes themselves as a brand of triumph – that their products are good quality and superior to their competition. I think of Nike with this example.
3. The Regular Guy
This type of brand promises belonging and they want to fit in with the average person. They are down to earth and are seen as dependable. State Farm is the perfect example of making their brand feel like a friend who is there to help you when hard times hit. A their saying goes: “Like a good neighbor, State Farm is there.”
4. The Nurturer
Ahh, the nurturer. This is exactly how I would describe my personal chef brand. Savor is all about helping people overcome health problems through food. We use words like “take care of you” “family” and much more to communicate our brand personality.
5. The Creator
The creator brand is a brand that promises authenticity. Think of Apple – there is no company like them. They promise to be innovative, imaginative and to think differently. Lego is also a great example of this archetype.
6. The Explorer
This is a brand archetype that we see often with healthy food brands such as Nature Valley. They promise freedom and helping people discover the unknown.
7. The Rebel
The rebel brand promises revolution and change. Think of Harley Davidson or political organizations.
8. The Lover
Some brands focus on creating feelings of passion and promote themselves as glamorous. Victoria’s Secret or beauty brands are a great example of this.
9. The Magician
Magician brands promote themselves as givers of knowledge or of a transforming experience. Disney World is definitely this archetype, always focusing on the magical experience they offer.
10. The Ruler
This brand promises power and stability. They are more authoritative. Rolex watches are definitely the ruler personality!
11. The Jester
A jester archetype promises entertainment and silliness. Have you ever seen a Skittles commercial? They are very much a jester brand creating funny situations with their candy and being very silly – appealing very much to the younger crowd. I work with a gal who makes toffee and her brand is also this jester archetype. She has a toad has her “mascot” and takes pictures of him doing funny things.
12. The Sage
This brand is all about helping your customers feel wise and helping them find new sources of information and promising learning. National Geographic is one example of this. I think a lot of nutritional coaches fit into this category as well.
Take this quiz to help you figure out what kind of brand archetype you should have. If you’d like to stay in the know on all things culinary brands and business, sign up here to receive exclusive emails from me!