Archetypes are not new. They stem from the work of well-known psychologists Sigmund Freud and Carl Jung. The famous Swiss psychotherapist, Carl Jung introduced the concept of archetypes noting that these universal stories manifest both on a personal level and collectively, as characteristics of whole cultures. Regardless of culture or language, he believed everyone shares and understands these themes because they are an undercurrent to all humanity. Archetypes help us meet on the same page with a resounding, “Oh, I understand.”

Just like a person, your brand has a unique personality. Humans are built for connection. We tend to personify things, including brands. We give them meaning and form relationships with them based on how they interact with us, what they stand for, and how they make us feel.

Identifying and leveraging your brand’s archetype is the most powerful way to unlock its true potential.

Brand archetypes instill humanity into your vision, mission and values. They enable you to profoundly differentiate your brand from the competition.

However people connect to your brand and whatever meaning they assign to it is due to the personality the brand pushes out into the world. Brand personalities are classified as archetypes. There are 12 master archetypes and they are a great way for brands to manage ‘meaning’ in a way that brings more clarity.

We intuitively ‘get’ archetypes. They are shortcuts to meaning. They speak to something deep within us. Archetypes provide brands a way to convey a meaning to their ideal audience, relate to them, and give them a reason to care about them.

Knowing your brand archetype and living it out is a powerful way to be on brand. Review your archetype results on the following pages. Does it sound like your brand?

About Brand Archetypes

funktionalbranding.com

You offer success and influence to all who

encounter your brand

RULER BRANDSRolls Royce, Louis Vuitton, Rolex, American Express, Hugo Boss

FAMOUS RULERSAbraham Lincoln, Winston Churchill, Anna Wintour

TYPICAL INDUSTRIESSecurity, Technology, Finance, Government, High-end Fashion, Status Autos

CORE DESIRE: Power, influence, dominance and control

GOAL: To create prosperity and success

FEAR: Chaos, Being Overthrown, losing influence & control

STRATEGY: Exert leadership, grow authority & audience, show exclusivity

VALUES:Stability, Control, Security, Timeless, High Quality, Prosperity, Responsibility, Nobility, Excellence, High Standards, Prestige, Wealth

RULER

Be so good they can’t ignore you.

OTHER NAMES:Royal, Executive, Upper Class, Sovereign

The Ruler archetype seeks to prevent chaos by taking control. Motivated by the desire for safety and security, Rulers work to get (and keep) power. A lover of policies and procedures, the Ruler is drawn to things that are substantial, timeless, and high quality. This archetype sees itself as a role model, or “the” standard for others to emulate and seeks to help others secure prosperity and security.

Ruler brands are clearly evident in industries such as security, technology, finance, and government. They are also appropriate for any brand offering high-end products or services. The marketing techniques they use will appeal to the consumer’s desire to be important, influential, and successful. Imagery is often classical, traditional, statuesque, noble, or sophisticated. Pricing can be moderate to high.

As you would expect, organizational structure is hierarchical within the Ruler brands and roles are clearly defined. These organizations tend to be highly stable, functional, and orderly but are often incapable of quick response or adaptation because decisions have to go through a chain of command. Ruler brands tend to grow by acquisition, taking over their competitors and swallowing up the little guys.

The Ruler attracts clients who are typically concerned with image, status or prestige. They gravitate to the Ruler brands because they want powerful impressions associated with those brands to influence how others perceive them. Often natural leaders, Ruler consumers are high achievers with a long list of accomplishments to their name. As such, they also have a lot of responsibility and don’t like taking orders from others. Often Ruler consumers are very patriotic and have a deep appreciation for their country’s laws, traditions and heritage.

Brands that want to reach Ruler consumers should consider how they can make them feel important (through VIP status or a platinum club membership), as well as focus on the stability they can give them.

RULE

R

B UZ Z WO R D S

How you say things shows your ideal clients your personality and values. Phrases and words that carry emotional weight will shortcut your brand past the logical decision-making centers of the brain to the emotional decision-making center of the gut. These might be some of your buzzwords.

Keep in mind... these are far from the only ways to show up as this brand archetype.This is simply inspiration to get you thinking about how you might connect to this archetype.

RULER INSPIRATION

Think like a queen. A queen is not afraid to fail.Failure is another steppingstone to greatness.

CO LO R PA L E T T E S

LO G OS

Influence Leading

Refined

Successful

Wealth

Deserving

The best

Inner Circle

Famous

Elite

Wealth

Authority

Quality

ELEGANCE, TIMELESS, QUALIT Y

LUXURY, ROYALT Y, WISDOM

ORDER, CONTROL, CONFIDENCE

RULER INSPIRATION

YO U R CUS TO MER F EEL SYO U R B R A ND VO I CE

Refined and articulate“If I follow/buy from them, I’ll share

their success”, “I have good taste”,Empowered, Elevated status

L I V E YO U R B R A ND

Show THE standard, Associate/Partner with other “A-listers”,set high standards, look and act the part.

Keep in mind... these are far from the only ways to show up as this brand archetype.This is simply inspiration to get you thinking about how you might connect to this archetype.