§ 9. Archetype

In order to communicate a desirable thought to the target audience and make your communication effective, it is crucial to repeat the same message to the receiver over and over again. What exactly a company needs to say and repeat is determined by the brand archetype.

Archetype is a psychological portrait of your brand that is perceived by your target audience through coherent and united communication.  If the perception of your brand matches the archetype you have chosen, then your communication is successful.  

Archetypes created some boundaries for a brand communication, that should be followed in order to create and sustain the desirable perception by target audience.

Archetypes do not let a brand say different things that are not consistent with the brand image and character. Therefore, all brand communications contain one single line and don't cross it.

The choice of an archetype depends on a number of factors, such as target audience, the industry a brand operates in, desirable company image and so on. Some brands choose more than one archetype for their company. However when doing so, you should remember that these archetypes shouldn't contradict each other. The percentage of each archetype in one brand should be clearly determined and retain the logical line of communication.

Examples of some brands' arhetypes:

Outlaw - Harley Davidson

Jester -  M&Ms

Lover -  Victoria's Secret

Caregiver -  Qayğıkeş- Fairy

Everyman -  Diesel

Innocent - Nar

Ruler - Azercell

Sage - The Economist

Magician - Disney

Hero - Nike

Creator - Apple

Explorer - LAND ROVER


As mentioned above, in order for a communication to be successful a brand needs to retain one image and character that affect the message of the communication. And archetype is the tool to develop and retain this image of the brand and its communication.