Seekers of change - ready to take risks, strive for recognition

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Types of Brand Archetypes
Traditionally, there are 12 archetype models with their own goals, strengths and weaknesses, attitudes towards risks, and motivation. According to the general “tone” of movement, they can be divided into 4 groups:


Society lovers - ready to adapt to their surroundings
Stability lovers - they are satisfied with mongolia company email list routine tasks and stable order
Explorers - their main value is to study the world and reveal their own potential
As you can see, a general idea of ​​the archetypes and their character can be formed based on such a general grouping. However, we suggest getting to know each of the 12 brand archetypes better.

Naive
Simplicity and simple happiness are important to him. It is based on almost childish naivety and faith in goodness.

A brand that has chosen this archetype strives to make its customers happy by offering them simple solutions that will bring joy in everyday life. Such companies are often identified with reliability, sustainability, they are honest and prefer open communications. They often - and quite skillfully! - use such a trigger as nostalgia.

The general message of such a brand is that joys can be simple and understandable. Such an association can be built through bright packaging, advertising, and interaction with the audience.

Examples of "naive" brands: Coca-Cola, McDonald's, "Dobry".

Seeker
This archetype acts decisively, values ​​freedom and new experiences, and willingly learns about itself. Therefore, brands-explorers are a kind of motivators to go beyond the usual boundaries. Both literally and figuratively. The emphasis is on independence, the ability to be different from everyone else, to find your own path.

This archetype is ideal for companies that produce reliable, practical products for sports, active lifestyles and travel. And the accompanying desire to discover new things and passion for adventure runs like a red thread through the entire marketing strategy of the brand.

Examples of search companies: Columbia, Stanley, S7, Jeep.

Sage
The main passion of such an archetype is the desire to understand, gain experience, establish the truth. And not only for themselves, but also for those around them. This is a kind of guide on the path to understanding the world. Those who choose this model are perceived as a source of verified and valuable information. Their characteristic features are objectivity of assessments, prudence. They are keepers of knowledge, educators. And they communicate with the audience intellectually, without unnecessary emotionality.

Examples of wise brands: Intel, Google, Russian Geographical Society.