As talked about in my previous post, having a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way. There are 12 of them, so in those post, we will discuss;
The Innocent and the Regular Guy/Gal.

Brand Archetype: The Innocent


This archetype represents the daydreamer, young people and simplicity. Their ultimate goal is striving to be free and happy & their biggest fear is to do wrong and reap punishment as a result. Think of Zooey Deschanel in pretty much everything she’s done or even Johnny Depp as Edward Scissorhands. At their best, they are honest & truly enthusiastic and at their worst they can be boring, irritating and naïve.

The Innocent customer prefers marketing that is straight-talking with no gimmicks and they are naturally drawn to optimistic fun brands.

Innocent brands promise simplicity and innocent focused companies promote themselves as pure, simple and trustworthy. Imagery to express this archetype is natural and not overly fussy. Think of wholesome imagery and straightforward language. Something that brings a warm smile to your face.

Companies that Use this Brand Archetype

Some brands that represent this to the fullest? I’m sure you can think of several, but ones that come to my mind immediately are McDonald’s and Coca-Cola.

McDonald’s slogans include words like.. Simple Joy, Love, Smile… and appeal to that young fun crowd with their bright colors and recognizable logos.

Coca-Cola is a perfect example of the innocent archetype. Their slogans like Open Happiness, It’s a Real Thing,  Life Tastes Good and others, they are always depicting the simpler side of life.  And about finding joy in everyday moments.

So is your brand about love, innocence, geared towards younger audiences or wholesome? If so, keep these major brands in mind when creating your sales copy or when writing newsletters, blog posts, social marketing or creating advertising for your business. Colors play a big difference too

Brand Archetype: The Regular Guy/Gal

the everyman

Down to earth, wants to connect with others and to belong are the traits of this archetype. Their biggest fear is to stand out and to separate themselves. Think of the everyman.. good representations are Homer Simpson and even Bilbo Baggins from the Hobbit. At their best they are friendly, emphatic and very reliable, but at their worst they are weak, superficial and are easily swayed.

The Everyman customer prefers the familiar and emotionally invests in brands they trust. They want and need, quality and dependability.

Everyman brands promise belonging, and take pride in their down-to-earth beliefs. They project honesty and dependability and solid virtues. Imagery to express this archetype would be getting in tough with everyday folks, with situations that occur in everyday life and giving a sense of belonging by providing imagery that shows…hey, that happened to me or I want to do that or I want that too!

Companies that Use this Brand Archetype

Some brands that represent this? For me, it would be Home Depot and eBay.

Home Depot’s slogan used to be “Your can do it, We can help”. Which appeals to the everyman, because it gives them a sense of belonging to something. Their slogan then was “More Saving, More Doing”. Which is a more simplistic tagline. It’s straight to the point and provides that everyman customer the sense that they can do it, and at a lower cost.

eBay has had many slogans over the years. Such as; “World’s Online Marketplace”, “Whatever it is, you can get it on eBay”, “Buy it, Sell it, Love it” and “When it’s on your mind, it’s on eBay”. The core of eBay is that anyone can be an online seller and they make it easy to do it. By opening themselves up for anyone to sell products from all over the world, it makes them a huge marketplace for buyers and sellers. This appeals to the everyman, because it gives them a community to belong to, and allows them to work on fulfilling what is everyone’s dream, to make more money as a seller and as a buyer, being able to find pretty much anything they are looking for, and the chance to buy it from another everyman.

So is your brand down-to-earth, dependable and geared towards the guy or gal next door? If so, keep brands like these in mind.

Up next…two more archetypes; The Hero and The Outlaw. CLICK HERE!

By Tisha Hedges

Director of Operations for Worldwide Brands, Inc

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