Emotional Branding (Part II)


Last post, we wrote about the way we create brands that feel human through the use of archetypes. We found ways to connect Lady Gaga with the Outlaw, and Jack Black to the Jester (that one wasn’t a very big stretch), but why stop there?

At Design4Change, we focus on twelve major archetypes. Throughout the next few weeks, we’ll take a look at each of them to create a four-part series. Together, they will make a pretty comprehensive archetyping guide, but true archetyping goes much deeper. For that, you can check out The Hero and the Outlaw or this handy slide deck.

So, without further ado, we present: the Caregiver, the Everyman, and the Innocent! 

U2 - The Caregiver
Caregivers build harmonious environments where people feel that they belong. They put the needs of others before or alongside their own. 

U2 helps people. It’s not just talk, the band is genuinely concerned with the direction the world is taking. Bono, especially has been active in this area, donating his time, money, and voice towards 38 different charities. You can watch his encouraging TED talk here.

Jack Johnson - The Everyman
Everymen (and often Everywomen) are sensible people. They work hard and are often realistic to the point of being critical. The easiest way to describe them is ‘the salt of the earth.’

Have you ever heard of Jack Johnson? The musician, not the hockey player. If not, we aren’t surprised, because he doesn’t really promote himself at all. Even though he has toured the globe, written nine albums, and established his own charity foundation, he remains humble, just like the Everyman.

Taylor Swift - The Innocent
The Innocent archetype consists of several levels, and two of the most interesting are for people who have infinite hope for the future and for people who idealize the past. Despite popular belief, Innocent does not necessarily mean naive.

In the past, Taylor Swift played the Innocent archetype through songs like Love Story (if you just started humming the lyrics, here’s the song), which portrays a perfect, impossible relationship. Since then, Swift’s style has adopted a more positive approach that looks towards the possibilities for a beautiful future. The proof? Shake It Off.

Categorizing things using archetypes can help to understand a personality. We archetype our clients to create brands that have consistent voices, and appeal to customers on a primal level. A brand that has been properly archetyped is easily understood, since archetypes have such a strong presence in our history and culture. 

What about you? Are you the selfless Caregiver, the hardworking Everyman, or the ever-optimistic Innocent? Tweet us, and let us know at @Design4Change_