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 share your genius to enlighten people.

CORE DESIRE: To discover the truth

GOAL: To use intelligence, understand the world and teach others what you know.

FEAR: Being duped, misled, wrong or outsmarted.

STRATEGY: Seek out information & knowledge through self-reflection, research, due-diligence, and understand processes.

VALUES:Knowledge, objectivity, expertise, truth seekers, solutions, wisdom, independence, fulfillment, to learn and grow

SAGE BRANDSHarvard University, Mayo Clinic, The New York Times, WSJ, Morgan Stanley, Google, CNN

FAMOUS SAGESBill Gates, Albert Einstein, Jane Austen, Stephen Hawking

TYPICAL INDUSTRIESNews Outlets, Museums, Universities

SAGE

Intelligence without ambition is a bird without wings...

OTHER NAMES:Mentor, Teacher, Expert, Thinker, Professional, Researcher

Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Harvard University, Mayo Clinic, The New York Times and CNN all position themselves as beacons, shining light on the truth in a dark, often confusing world.

The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge, or disseminating information.

Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colors such as gray, navy, or white for their designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in and effort to make people see things in a different way.

Adhering always to their quest for knowledge, Sage brands refuse to “dumb down” their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges, where not everyone is “good enough” and only a select few receive that coveted acceptance letter).

The culture within Sage brands is often focused on analysis, learning, research, and planning. These brands encourage freedom of thought and individuality amongst their employees so they can develop the most valuable company asset - expertise.

SAG

E

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.

Intelligence Engineering

Make a case

Smart

Science

Solutions

the code

Research-based

Wisdom

Method

Proven

Think Tank

Expertise

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.

SAGE INSPIRATION

Strive not to be a success, but rather to be of value.

CO LO R PA L E T T E S

ACCOMPLISHED, SELF-RELIANCE

CONFIDENCE, AUTHORIT Y, TR ADITION

GROW TH, SECURIT Y, WISDOM

LO G OS

SAGE INSPIRATION

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

Factual, Decisive, Authoritative, Intelligent, Researched, Educated

Educated, “in the know”, wise,“I understand”, Engrossed.

L I V E YO U R B R A ND

Read, continue education and learning, analyze patterns,test all assumptions, share your research process, share stats.

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.