Brand Archetypes [The Brand Personality Framework]

[@dvn685]

Thank you for this! I'm currently studying branding strategy, and I can't believe you're putting out this content for free! Definitely gonna binge watch your content.

[@BrandMasterAcademy]

👍👍🙏🙏

[@seventeendiamonds]

I'm doing the same lol

[@christianvaldez755]

This video deserves more views, quite interesting

[@BrandMasterAcademy]

👍👍🙏🙏

[@SweetArt360]

So does this comment! 😊

[@hacorn96]

After reading Jung, this makes a lot of sense intuitively. Of course, our personalities align with templates and so will Brands. Great Breakdown!

[@BrandMasterAcademy]

Thanks!! 👍 👍 👍

[@SentientSaulo]

The jester one isn’t reduced to just humor though. The jester’s use in general is to be entertaining, which can also mean being exciting like showing fireworks or playing games

[@tollesonrockstar]

I've never heard of the everyman archetype. I like that he uses a lot of film examples. Great work!

[@BrandMasterAcademy]

👍👍👍👍

[@theunboxedcat6055]

looks like you got better....This is the fourth video in a row I've watched. Thanks fo covering branding so in depth.

[@BrandMasterAcademy]

Glad you liked it!

[@shubhamdivyanshu988]

You're content is awesome. You channel deserves a lot more visibility and you'll surely get it soon. Can't wait to see your channel grow!

[@BrandMasterAcademy]

The subs are coming 👍 you’re early to the party 🥳

[@nikhilasopa210]

Woah. Mind bending insight. And this shoot fly

[@zigatheemperrorofterror7042]

This is awesome mate. Keep it up. Doing research on my own can get really confusing some times. Love the inclusiveness and just a general feel of "wholeness" of these videos. 5/5

[@BrandMasterAcademy]

Great to hear... thanks so much 🙏🙏

[@dieseljagwar6673]

This is a VERY important channel to us entrepreneurs, keep up the great work!

[@BrandMasterAcademy]

I appreciate that!

[@TheBrandMechanic]

This is perfect - I've built some well known brands over the years but this will help me level up. Will certainly be taking your course as well! Pete

[@BrandMasterAcademy]

Great to hear!

[@visheshharnal1]

It's crazy that there is so little out here on YT about archetypes. Kudos brother,subscribed!

[@BrandMasterAcademy]

I appreciate that!

[@PiriyeDimaDede]

This channel is so amazing and informative!!! Plus you're a really good teacher. Thank you so much for putting out all this knowledge for free!!!

[@BrandMasterAcademy]

thank you so much for the feedback 😊🙏

[@kevinmetili]

Thank you so much for this. It gives a detailed overview and an understanding on brand archetypes.

[@BrandMasterAcademy]

You're very welcome!

[@zaraak6049]

This video is truly full of useful information. Thanks for being this generous

[@BrandMasterAcademy]

My pleasure!

[@muhakbar221]

Thank you very much, very insightful!

[@BrandMasterAcademy]

You're very welcome!

[@JulietteRegie]

It is great to break them down like this. It would also be super helpful and explanatory to break down an industry and their main players, like hotel chains, automotive, telecommunication, chocolate industry , etc..

[@JulietteRegie]

Watches, shoes… 🤔

[@joshuarozario5654]

Love your content! Was hoping you could have shared some more real life brands that represent each of these archetype. But can’t thank you enough for some of this content you put out!

[@BrandMasterAcademy]

Noted - thanks Joshua 👍

[@aameralisayyed8151]

Really loved the Video. Helping me understand the Brand Voice for Writing COPY

[@BrandMasterAcademy]

Glad it was helpful!

[@martinkintu4030]

Very simplistic though elaborate with compelling resonance to effective brand building

[@BrandMasterAcademy]

Glad you liked it

[@haithamresl3347]

What a wonderful video❤❤ thank you so much.

[@BrandMasterAcademy]

You are so welcome!

[@jazzy_1of1]

This video has given me a lot of clarity!

[@BrandMasterAcademy]

Great to hear!

[@DigitalPlannerCo]

*Very helpful* and in *SPONT-ON TIMING* too! I was literally archetyping myself and my competitors as you were going through the list! 😆 👏 So happy to have stumbled upon your channel!!

[@BrandMasterAcademy]

Glad it was helpful!

[@dummybear6772]

Your insight , along with your presentation and communication skills, are incredibly helpful. I learn so much from listening to your videos and reading on your website. Thank you for everything you provide; your work is valuable and appreciated.

[@BrandMasterAcademy]

You're very welcome! 🙏🙏🙏

[@humility0is0a0virtue]

absolutely wonderful. Thank you!

[@BrandMasterAcademy]

Most welcome 🙏

[@priyangshipaul]

Excellent way to explain the entire thing and make it so simple to understand

[@BrandMasterAcademy]

Glad you think so!

[@sadaffarsa6058]

Thank you, Stephen, for the awesome content and explanation. I clicked on the link you shared for the Archetype Cheatsheet and inserted my email address, but I haven't received the cheatsheet yet.

[@BrandMasterAcademy]

Thank you for the kind words! Please email us: [e-mail]

[@preciousugorji1133]

Thanks for the video. It really helped in clearing out the grey areas on the differences between brand archetypes that seemed closely related.

[@BrandMasterAcademy]

Precious Ugorji they’re a super helpful tool

[@stephenwoodroffe5490]

Fantastic information. I resonate with several of these. Even thinking of a new architype

[@BrandMasterAcademy]

Wonderful!

[@Skycers]

This is what I miss from the beggining! Great ! content!

[@BrandMasterAcademy]

Glad to hear it!

[@kevinfukthezetamale4298]

Caregiver Archetype-♋ Creator Archetype-♌ Everyman Archetype-♍ Explorer Archetype-♐ Hero Archetype-♈ Innocent Archetype-♎ Jester Archetype-♊ Lover Archetype-♉ Magician Archetype-♓ Outlaw Archetype-♒ Ruler Archetype- ♑ Sage Archetype-♏

[@BrandMasterAcademy]

👍👍👍👍

[@postscriptciara]

Helpful summation. I’m hoping to start a small business with someone who is extremely Jester Archetype personally and I’m Creator Archetype. To be successful, we’ll need to blend together. Content on blending archetypes in business partnerships would be excellent! We choose to pursue the types which we feel passion for to increase our likelihood of success.

[@BrandMasterAcademy]

The key to blending archetypes goes beyond your natural personality type.... considering who the audience is and what they want from you as a brand is key

[@ramdinverma-mh4ng]

Really loved your video :) . I have a question, "Microsoft" is what type of archetype ?

[@BrandMasterAcademy]

The Creator archetype - it's characterized by innovation, imagination, and creativity, which aligns well with Microsoft's mission to empower people and organizations to achieve more through technology.

[@unwrittenbylj]

This video was fantastic! I love how I was able to predict a few of the brands once you explained the archetypes. Thank you for this content! I have no idea why I’m interested in this kind of stuff but I’m leaving this video fulfilled. New subscriber here! 😌

[@BrandMasterAcademy]

haha Awesome... It is fascinating 😀

[@majji99]

I can sense "Gerald Zaltman" in you. Good work. Keep it up bro. ❤️

[@BrandMasterAcademy]

Appreciate it!!

[@jjoaoppaulo]

Great content! Congratulations and thank you

[@BrandMasterAcademy]

Thank you too!

[@meghalmundada7702]

Amazing Video!! Very well explained. Great Examples.

[@BrandMasterAcademy]

Glad you liked it!

[@Us092395]

Thanks for sharing your separate document on the archetypes. I believe there’s an error in it; You’ve used the same description for both ruler and caregiver, “It’s not about how much you give, it’s about how you give’ ? Might want to fix that.

[@BrandMasterAcademy]

👍👍👍

[@Us092395]

Found another error on the individual caregiver slide. “laughter”? I believe it should be “service”?

[@Connect-EDCTA-po6le]

Thank you for this, I'm currently developing Avatars and this is so useful. Reminds me of a buried memory about semiotics and narrative theory. Glad I discovered this channel. I must be a Sage...

[@BrandMasterAcademy]

Glad it was helpful!

[@alexeykatko6531]

I loveee this thank you…I’m going to build a Creator Archetype company

[@BrandMasterAcademy]

Best of luck!

[@AbhayDeepMishra]

Excellent 👌 you will be rocking in 2023👍

[@BrandMasterAcademy]

Thank you so much 😀

[@zid-ziddy-zid6821]

"you can not read the label from inside the jar" thats a great saying

[@BrandMasterAcademy]

👍👍🙏🙏

[@PilferpupCartoons]

Amazing video, loved all the information, need to spend time breaking all this down to see where i can apply it ❤

[@BrandMasterAcademy]

Glad it was helpful!

[@gracelight7]

this was so brilliant, thank you!

[@BrandMasterAcademy]

You're so welcome!

[@seventeendiamonds]

Every time it feels like it can't get any better it does - this is the gift the keeps on giving. Saw different characteristics to some of the these that I would not have thought of myself :))))))) "IF" you have time to answer a quick question, could you please tell me if you are trying to work out your audience's archetype do you want to know who they are as a person, or who they are in the role as your customer for example, as a bride? :))))))

[@PiriyeDimaDede]

Thank you for sharing! This is the second time I'm watching this and a thought occurred to me. Would you say that the Everyman and the Explorer are like two opposites in terms of character and personality? I've been binging your content again as I work on my personal brand you're just amazing!!!

[@BrandMasterAcademy]

Hi Raphaella, Thanks for your kind words... I would use exact opposites because there are always circumstnaces some seemingly opposite archetypes work perfectly together... But you're right in thinking that some archetypes have attibutes that other archetypes dont seem to desire

[@sthephaniee12]

Excellent video. Thank you

[@BrandMasterAcademy]

Glad you liked it!

[@aikonni]

Great video! I recently started learning Brand Strategy and your content has been helpful. Thanks alot. Question: Is it possible for a brand to have multiple archetypes?

[@BrandMasterAcademy]

Yes, absolutely

[@dumuniz]

Really really helpful. Thanks Stephen!

[@thecreativebookclub9048]

Why hello there stranger

[@BrandMasterAcademy]

Cheers Eduardo

[@StephenRahrig]

I’m surprised you didn’t mention any of the tech companies like Apple or Google as wizard examples. To me that’s the glaring examples EDIT: I watched the rest of the video where you brought Apple up as it relates to the creator. To me, it’s clear as day to swap Disney into the creator category and Apple into the wizard category. Like those are for sure the two best examples of those types

[@karenbambam]

This was great! It would be helpful to see smaller or personal brand examples of each. Like a more down to earth version.

[@BrandMasterAcademy]

Great idea!

[@mokenistic]

You instantly got my Mokenistic subscription and if I proof that I am living my life believing that I am an Alien, what type of archetype will I be?

[@BrandMasterAcademy]

Jester

[@chewy1979]

I wonder if you can elaborate on why you prefer the 12 Archetypes to Aaker’s 5 Brand Personalities? I’ve found lots of information on both, but very little in terms of when or why to use one model of the other.

[@BrandMasterAcademy]

I find archetypes more flexible... In reality, we're all different though we tend to relate to one or two of the archetypes more than the others.... The right combination can provide direction for a more tangible personality IMO

[@ievanakuz1032]

Thanks for this video! How do you define the archetype of the audience and then connect it with the brand archetype? Also, defining archetypes should start with audience archetype or brand character and archetype? How does this process look like? Thanks!

[@BrandMasterAcademy]

Hey Levena. I have a Definitive Guide to Brand Personality which goes deeper into the process - Ill leave a link below. In short, You need to identify the characteristics and traits of your audience, map that to an archetype, then (considering the role you play in their lives) define an archetype that will best appeal to what they desire brandmasteracademy.com/brand-personality

[@evelyntalks9405]

Thank you Sir.

[@BrandMasterAcademy]

You are most welcome

[@BachaSnz]

The Ruler Archetype has a negative description. But is well suited to certain brands. Is it difficult to get across a 'positive' story on the Ruler?

[@BrandMasterAcademy]

No. The characteristics of the ruler are attractive to many people from Mercedes drivers to Rolex wearers. Look at how they use the characteristics to paint a positive image (for their audience)

[@christinec1928]

Great information. My issue is similar to Levana's. As a web design freelancer, should my brand archetype reflect my personal archetype? Or do I just pick the audience archetype I most want to appeal to? It's like the chicken or the egg problem.

[@BrandMasterAcademy]

One of the most frequent questions I get re archetypes... Both your audience and your brand are archetypes because archetypes represent all personalities. The key is to identify the characteristics your audience is attracted to and develop your personality around the archetype that displays them 👍

[@chefwilizemaleombho8066]

Took your class on udemy! Omg game changer!

[@BrandMasterAcademy]

🙏🙏 Only the tip of the ice berg 👍

[@chefwilizemaleombho8066]

@@BrandMasterAcademy where can we can the rest of it than lol

[@ericak8517]

Great concise yet comprehensive overview...love the analogies. Watching this with a particular client in mind, I resonate with 3 different archetypes... what then!? Do you go with the most obvious or is there room for a "Sybil syndrome" approach where it's feasible to contextually explore more than one obvious primary archetype... also what if the audience archetype and the obvious brand archetype are not 100% aligned?

[@BrandMasterAcademy]

Hi Erica, The focus should be on the customer... what are THEY attracted to and what role do you want to play in their lives... I aim for the combination of these two arechtypes as the best mix to communicate with your audience If your creating a brand personality that isnt aligned with the audience then it defeats the purpose

[@cherias.4069]

Very effeciently presented.

[@BrandMasterAcademy]

Thank you!

[@HeyChicoi]

This is a very very helpful video. Thank you for sharing.

[@BrandMasterAcademy]

Thank you 🙏

[@aidanjohnwalsh2129]

I think much greater and more accurate brand identity analysis can be gleaned from astrological archetypes, detailed and nuanced in their descriptive agility, and established for thousands of years within the human psyche. Erect, or elect a chart for the time that the brand concluded, or will conclude it's very first business transaction.

[@BrandMasterAcademy]

Your idea of using astrological archetypes for brand identity is fascinating. You might find blending this with traditional brand strategy tools beneficial.

[@Cool121976]

Thanks Steve. I could easily say you are on you way to being Yoda from Star Wars. Sharing your Wisdom and Knowledge on Brand Archetype. :-) As for me, I am working towards creating a Brand Personality and examples would be James Bond and the Character Harvey Specter from the TV series SUITS. Type A Personality, knowing how crude the World is, but having a mind of Winning at it with a smile. Or, a smirk. 🙂

[@BrandMasterAcademy]

Nice... the James bond of which category?

[@Cool121976]

@@BrandMasterAcademy The category in knowing exactly what to do and when to do it.

[@harraldschmitt9113]

14:25 ah, quick correction: neither vegans nor vegetarians are interested in purity or naturality. Thats actually true in the technical sense, because, just as Jonathan Haidt points out in his framework of moral dimensions, Purity is one of the moral dimensions that conservatives and high testosterone males are interested in. These people do not tend to be vegans and vegetarians, however, those who are definetly are interested in safety, but not because of a desire for naturality (the natural state of the world) but rather because they view the world through a framework of consent, as a defense mechanism. A person, who holds purity as a moral standard will ask himself "Is my action morally acceptable" wheras a someone who does not, such as a vegan for example, will ask himself "Will others think that what im doing is OK?". Vegans are, as a point of principle not interested in living in a natural state. not only is their food as unnatural and ultra processed as possible, but their conceptualization nature also has nothing to do with the reality of said nature.

[@BVNmusic]

thank you for creating videos like this. This will help me develop my brand quite a bit! what archetype are you?

[@BrandMasterAcademy]

What do you think?

[@BVNmusic]

@@BrandMasterAcademy Caregiver + Sage

[@golnooshalv]

good job 😍

[@Landlord_Studio]

Thank you so much for putting it out for free🥺🫂

[@BrandMasterAcademy]

You're so welcome!

[@ilzebrand9785]

Very well explained and articulated. Thank you. Just a quick one: How do you pick 1 archetype when there's 3 that resonate?

[@BrandMasterAcademy]

Consider the role your audience is looking for in the brand and use the archetype that’s most relevant (out of the 3 one should stand out as more relevant)

[@benjaminleavitt3666]

These are great, but how do I apply this knowledge to my business that’s focused on innovation?

[@BrandMasterAcademy]

Brand personality is about connecting with the people who want or need what you have... Apple is a brand focused on innovation though they connect through creative attributes less than innovation

[@JakeWalkerSong]

Nice video, and great insight. Is there something wrong with the free archetype pdf link? It doesn't work for me.

[@BrandMasterAcademy]

Please reach out [e-mail] and we will send you the link personally.

[@Vidorraofficial]

Thank you for the great video!

[@BrandMasterAcademy]

Cheers Vidorra 👍

[@mel818]

Thanks for this! also, fyi on the cheatsheet pdf you have "Laughter" as The Caregiver subtitle, same as with The Jester, I presume it's a small mistake, I'd like to know what would be the caregiver's subtitle? Is it "Service"?

[@BrandMasterAcademy]

On it 🙏

[@Yasminalyons]

Really valuable information. I appreciate it. No doubt I will reach out to you in the near future to work together. Thank you

[@BrandMasterAcademy]

👍👍🙏🙏

[@Yasminalyons]

@@BrandMasterAcademy quick question if you do not mind.... what archetype would a brand that looks to empower and make their customers/ audience feel more confident? Would it be the sage? Thank you 🙏🏼

[@BrandMasterAcademy]

Depends on the audience and the role of the brand though the Ruler has many of these traits

[@mahmoudelsheemi4683]

I just want to say that "Thank you" isn't enough

[@BrandMasterAcademy]

Much appreciated

[@minhoan110]

plz do every single of them. I wanna know more but can't find any detailed information about archetype

[@BrandMasterAcademy]

Our flagship course Brand Master Secrets dives much deeper brandmasteracademy.com/brand-master-secrets/

[@jackjohn123]

awesome, thanks man

[@BrandMasterAcademy]

Glad it helped!

[@jordanforbes149]

10:55 took me a second to remember that WWF was not referring to the wrestling promotion

[@BrandMasterAcademy]

😂😂😂

[@AG-pe4tf]

Very informative and relatable video. Thank you :)

[@BrandMasterAcademy]

Glad it was helpful!

[@bipingurnani3297]

Hey Stephen, I'm unable to download the archetypes cheatsheet could you please resolve it. Thanks ❤️👍

[@BrandMasterAcademy]

Sure, whats your email and we'll get it to you

[@johnemoavwodua552]

This is great stuff

[@BrandMasterAcademy]

Glad it was helpful!

[@humairaakhter3814]

What if you are mix of these personalities and how do you ensure the brand attracts the right personality a.k.a clients?

[@BrandMasterAcademy]

Yes you can mix archetypes but no more than two or you'll dilute the impact

[@DavidLoveOfficial]

Great work, link not working though.

[@aprildoucette2886]

Hi! I have struggles with content and all that on my coaching practice for this very reason! I keep struggling to figure out my brand archetype!

[@BrandMasterAcademy]

Think of your dominant personality traits and also consider the traits your audience want to see from their coach

[@angelika1409]

thankyouuu

[@BrandMasterAcademy]

You're welcome 😊

[@StrangeCommunity]

Qfur qez axpers karoche linkt chi axsxtum ape jan

[@unku_mekii]

For brands that have a clear negative aura (etc Ruler and Outlaw), how do you determine when their brand communication has crossed lines that may negatively impact the brand's image? How would you convince me to come, let alone stay, despite your brand's "red flags"?🙃

[@BrandMasterAcademy]

Here’s a principal that will serve you well. Know your audience. It’s ok to negatively impact your brand image in the eyes of people who are not your target audience…. but not those who are. Eg Some rappers offend half the world, but they don’t care, because they’re not appealing to half the world. They know their following won’t get offended because they know who they are. If you’re in doubt that your target audience might also be offended, stop and reassess.

[@ebneali.mohammad8917]

that was so useful

[@BrandMasterAcademy]

Great to hear

[@jessicalatten7173]

Would someone like Edison or Tesla be classed as an Explorer type?

[@BrandMasterAcademy]

More a creator but certainly attributes of the explorer too

[@shabbirthanawala3331]

Also how would we differentate between an EXPLORER and the OUTLAW

[@BrandMasterAcademy]

Ask yourself are the characteristics Apple display more "imagination" "Vision" and "Originality"... or are they more "Mystical", "Knowledgeable" and "Transformational" You could argue that both sets of characteristics are displayed but which are more prominent?

[@pinkandsavageofficial]

Why did you use the shade of hot pink in your Branding personally? Is it for energy?

[@nikhileshshrikhande5177]

Thanks for this awesome video. What type of brand personality - Toyota has ? Toyota the mother brand. Obviously, Toyota has many brands under its fold. Lexus is a Creator, is what I feel. Any thoughts ?

[@ObscuredByCloud]

Magician : mystic, intrigue, powerful, protect the secret sauce Example DISNEY Jester: funny guy, just wants to laugh, enjoy themselves, positivity Brand: Old Spice

[@ObscuredByCloud]

Everyman: normal person, don't want to stand out, humble welcoming friendly. Will Smith in pursuit if happiness. Ikea

[@ObscuredByCloud]

Creator: Innovator, originality, see what others can't, outside the box, imaginative, creative. Willy Wonka. Apple brand

[@ObscuredByCloud]

Sage : knowledge wisdom mentor share knowledge. Yoda. Google.

[@danfox6137]

I'm interested in how you would allocate an archetype for people where there might be a crossover. For example, would Nelson Mandela be an innocent based on his morality, or a caregiver for his selflessness, or a hero for forcing change, or an outlaw for going against society's norms and expectations?

[@BrandMasterAcademy]

Great question. You can mix archetypes but it's important to have a dominant one. Nelson Mandella's core archetype would be that of an Outlaw. He strives for liberation and change does not accept the restraints of an unjust law.

[@danfox6137]

@@BrandMasterAcademy Brilliant, thanks. And I assume that brands can change from one dominant archetype to another over time?

[@BrandMasterAcademy]

@@danfox6137 Correct - Apple transitioned from the outlaw (1984) to the creator (1997)

[@danfox6137]

@@BrandMasterAcademy That's actually the example I was thinking of 😅

[@charmaineleong7271]

@@BrandMasterAcademy what about Qatar Airways, do you think it’s has shifted from Ruler to Hero during the pandemic?

[@hebertmoreira5648]

are you open for a pro bono work in exchange for company shares? great video

[@BrandMasterAcademy]

Thanks for your kind words... though I don't work pro bono in exchange for shares... 🙏

[@hebertmoreira5648]

@@BrandMasterAcademy That is a shame, you can prove to your audience you are willing to show how good you are, cheers

[@elizabethvenny98]

Thank you

[@BrandMasterAcademy]

Most welcome 👍

[@subhashnisarta8475]

Every young man 👨 👨‍🦰 👨🏻‍🦰 has very deep wishes in their inner soul and I can see that in your feelings which is you share with me it's your 👍 good 🌟 time to increase ➕ your mind power 🔌 I am happy 😂 to see in your growing life.

[@BrandMasterAcademy]

👍 👍 👍 👍

[@eddieanionwu500]

Thoroughly enjoyed your presentation but I have a question: what is the brand archetype of brands like McDonalds & KFC

[@BrandMasterAcademy]

Everyman / Jester > All about belonging and good times

[@whynotbrosay]

10:54 dang I wouldn't have thought Vince McMahon would advertised his promotion as caring with all those chair shots.🤣 Jk great video

[@BrandMasterAcademy]

Much appreciated 🙏

[@shabbirthanawala3331]

How do we differentate between MAGICAN and CREATOR the eg being APPLE computer

[@BrandMasterAcademy]

The same way we differentiated the creator and magician... which characteristics are more prominent or which characteristics do we want to display more prominently?

[@sebastiaanberk9605]

Great content as always.

[@BrandMasterAcademy]

Much appreciated!