The 12 archetypes for successful marketing

We’ve all experienced it: so many purchases are made based on a gut feeling instead of a rational process. Our buying decisions are usually made emotionally and implicitly, often based on behavioral motives. So far, so good. But how can you, as a marketing specialist, influence these decisions? Archetypes are a popular marketing tool for this purpose. By using them, an advertising message can be particularly emotionally effective. In other words, Archetypes contribute to successful storytelling in a simple way. Let’s look at the different archetypes in marketing and, more importantly, how you can best integrate them into your campaign:

Archetype #1: The Hero

People love heroes, that much is obvious. Most of us find characters like Batman, Katniss Everdeen or Pippi Longstocking exciting and inspiring. The Hero fundamentally represents a character who embarks on a journey, faces challenges and overcomes them to achieve a goal. He or she is courageous, selfless, and willing to make sacrifices for the greater good. In short, the Hero makes the world a better place, and in doing so becomes a role model.

In storytelling, the hero archetype can be a powerful tool to engage audiences and convey themes of personal growth, self-discovery, and triumph over adversity. Important: Don't overdo it! It's best to avoid clichés and one-dimensional hero portrayals with your specific hero. This is how you can use the hero archetype effectively:

• Give the hero flaws and weaknesses to make him relatable and human.

• Make the hero's journey challenging and meaningful, with real stakes and consequences.

• Show how the hero's actions affect others and the world around him.

• Allow the hero to learn and grow from his experiences, and show us the consequences of his choices.

Brands that use the hero archetype score points with self-confidence, sovereignty and performance. Nike does a pretty good job here and uses the hero figure skillfully in marketing. Through the success stories, the sportswear brand conveys to its customers that they - just like the hero - can achieve something. True to the motto: “Just do it”.

Archetype #2: The Fool

We might have a stereotypical image of a fool in our head: someone stupid, silly and superficial. Yet there is so much more to this archetype. The fool is an entertainer. He represents a shift away from the ordinary and expected, and can be used to create a sense of playfulness and lightheartedness in marketing campaigns.

Those who use the Fool archetype often focus on conveying excitement and adventure, and present humor, surprise, or unexpected twists. The Fool can also be used to show that you should take risks and step out of your comfort zone. You can use the Fool to encourage your clients to try something new or explore new possibilities. When using the Fool archetype, make sure to:

• Exaggerate! Overplay your character and emphasize his or her quirky traits.

• Make humor your secret weapon. The funnier, the better.

• Be relaxed and don't take yourself too seriously.

• Keep it exciting and don't let it get boring.

One brand that uses the Fool perfectly is Axe. The deodorant manufacturer's campaigns play with humor, comical storylines, and approachable, playful characters.

Archetype #3: The Guy/Girl Next Door

The Guy or Girl Next Door appeals to a broad audience. Relatable and familiar characters embody the qualities and experiences of the average person. In short, the Guy next door resonates with us. He represents the common man and is often used to create a sense of community and inclusivity in marketing campaigns, but that doesn't make him boring at all. On the contrary, he creates security and conveys down-to-earthness like no other archetype does. He is a well-rounded and multidimensional character - not a generic stereotype. The Guy Next Door archetype might be the one for you if you:

• want to demonstrate an understanding of the needs, desires and challenges of your target audience.

• want to add authenticity and sincerity to your marketing messages and make your brand more accessible and relatable.

• want to build trust and create a sense of shared identity with your target audience.

• don't want to step on anyone’s toes.

One brand that we all love and that is considered "everybody's darling" is IKEA. The furniture giant presents itself as simple, down to earth, yet smart - in other words, someone you absolutely can't go wrong with.

Archetype #4: The Wise Man

The Wise Man archetype strives for knowledge, is wise and teachable. He helps people understand the world. Companies that choose the Wise Man as their marketing archetype are typically seen as knowledgeable and trusted advisors who offer smart advice and solutions to their customers' problems. This archetype emphasizes expertise, intelligence, and a deep understanding of the market and customer needs.

Incorporate this archetype into your marketing activities if you:

• want to share valuable knowledge and insights with your target audience.

• want to make complex information easy to understand.

• listen to your customers' concerns and offer tailored solutions.

And who do we often call on when we need good advice, help or knowledge? Mom and Dad. Okay, but when those two aren't available? That's right, Google. And Google knows this, of course, which is why the search engine keeps giving itself the title "The Wise One" in its campaigns. After all, knowledge is power.

Archetype #5: The Ruler

First of all: The archetype Ruler has to be earned. Fundamentally, brands of this type like to portray themselves as powerful. They have a clear vision for success. This archetype emphasizes luxury, exclusivity and high status, and appeals to consumers who want the best and are willing to pay a premium for it. Additionally, Rulers project stability and organization, and convey self-confidence. They set the tone and are at the top of the hierarchy.

In marketing, the use of the Ruler archetype:

• Establishes strong and consistent brand image and represents exclusivity, sophistication, and high quality.

• Emphasizes superiority of products or services through brand history.

• Conveys trust, authority and a sense of control.

• Makes customers feel special and valued.

• Has a positive impact on the world. Equally important are issues such as sustainability, social responsibility and various other values.

One brand that has Ruler written all over it  is Mercedes. The German car manufacturer is the king in the industry and likes to show that in its campaigns with slogans like “Excellence is our standard.”

Archetype #6: The Rebel

The Rebel marketing archetype presents the brand or company as unconventional, offbeat, and challenging to the status quo. Rebels are critical of the system, break rules and highlight inequalities. They are based on non-conformity, individuality and freedom and thus express their uniqueness. Brands of this archetype provoke, are courageous and take risks.

You should choose the rebel as your marketing archetype if you…:

• offer unique and unconventional products or services.

• want to satisfy your target group's desire for individuality and self-expression.

• represent the values, beliefs and aspirations of your audience.

Harley-Davidson shows a particularly great example of the use of the rebel. Motorcycles already convey a sense of freedom, but the motorcycle manufacturer manages to go one step further with its "United We Will Ride" campaign - in an authentic and individual way, together with Jason Mamoa, the rebel par excellence.

Archetype #7: The Lover

Love always works, it really does. Choosing this archetype is never a bad idea. A brand or company using the Lover is portrayed as passionate and sensual. Appreciation for beauty, pleasure, and emotional connection are emphasized and even desire, romance and intimacy are frequently used. They make us feel attractive, desired and special. Brands that use the Lover archetype are Magnum, L'Oréal or most perfume manufacturers:

• build an emotional connection with their target audience by addressing desires, aspirations, and a sense of beauty.

• use evocative and romantic language.

• offer a world of desire, pleasure and emotional connection, creating a personalized and memorable customer experience.

The archetype Lover tells us to "treat yourself". Lingerie brand Intimissimi regularly manages to make us want to pamper ourselves with its campaigns. Through the skillful use of intimacy, sensuality and glamour, the brand tells us  that we’ll feel desirable and special by buying their products.

Archetype #8: The Explorer

The Explorer archetype goes on a journey, tries new things and wants to find himself by discovering the world. Unlike the hero, he doesn't want to fight for something, but simply experience an adventure. Marketing in the sense of the Explorer archetype means taking the customer out of everyday life and into an exciting world that was previously unknown to them.

Here's how you do it:

• Build unique experiences with excitement and thrills. 

• Create new ideas and innovative solutions.

• Explorers love adventure and discovery stories. Offer inspiration to new ideas and experiences.

• Find like-minded people who share a passion for adventure and exploration and create a sense of belonging.

NASA doesn't have a hard time getting the explorer spirit across per se. But by using the Explorer archetype in its communication, it creates that certain "I really want to do that, too" moment. It makes even the impossible seem possible and our thirst for adventure outweighs any possible doubts.

Archetype #9: The Creator

Creators - quite clearly - want to create, innovate and express themselves through work. They are imaginative, independent, and value self-expression, and they often seek out products and services that allow them to express their unique identity and creativity. Creators are often considered geniuses and can range from the teenage coder, to the old mad professor, or the innovative designer.

With the creator archetypes in marketing you can:

• focus on self-expression, innovation and aesthetics.

• encourage creativity to create something unique and original.

• express strong appreciation for aesthetics and design.

• value authenticity and promote products and services that are genuine and honest.

Creator brands communicate to their customers that they can become creators themselves. In storytelling, they like to show the possibilities that open up to you with their products. Lego is a real pioneer in this respect. In its #Keepbuilding campaign, the toy manufacturer shows how limitless the possibilities are with the colorful bricks and that children can let off steam and create anything their imagination allows. Even as adults, this makes us want to get the old bricks out of the basement and re-discover the joy of simply creating something.

Archetype #10: The Magician

The Magician marketing archetype is characterized by a desire to change, innovate and create something truly extraordinary. Magicians are imaginative, visionary and convey a sense of wonder and magic. They make dreams come true and make us see the world through different eyes. In communication, magicians are always a bit mystical (sure!), and charismatic. They create things that others can't.

What can the Magician archetype do to your marketing ? 

• It can highlight how products with potential for transformation and change are transforming your customers' lives.

• It can stimulate the imagination. 

• It appeals to emotions and highlights how your product or service creates a sense of wonder and awe.

• It can fascinate and enthrall your customers.

A perfect example of magic is, of course, Disney. With Disney, everything is based on dreams coming true. It's quite clear that the media company has chosen the magician as its archetype: it repeatedly shows through its campaigns that real magic happens in its amusement parks, and that young and old can completely immerse themselves in it. Off to Disneyland? Yes, please!

Archetype #11: The Guardian

The Guardian archetype provides us with care, order and stability. They are reliable, responsible and goal-oriented. They tell us that we don’t have to  face  our problems alone. Products and services using this archetype show that they can help us achieve our goals safely and efficiently. Brands that use the Guardian archetype want to show us that they’ll stand up for others, and that they’ll take our hand and guide us along part of the journey. Here's what you can accomplish with the Guardian archetype:

• Demonstrate a focus on gratitude and appreciation and strengthen your customer loyalty in an emotional way.

• Express reliability and convey security to your customers.

• Show warm-heartedness and understanding and give your target group the feeling of taking them by the hand.

• Prove that you have the big picture in mind.

A great example of a Guardian archetype campaign is "Moments" by car manufacturer Volvo. In an emotional way, the Swedish brand shows that it has our back and reliably protects us from danger. Volvo drivers can trust the brand and be sure that it is by their side - and may even save lives.

Archetype #12: The Innocent

The Innocent shows us a naive and optimistic view of the world. It is based on simplicity and purity. The desire for happiness, security and a sense of belonging are at the center of it.  The Innocent revels in memories and is therefore ideally suited as an archetype for products that trigger feelings of nostalgia. In storytelling, this is often represented by using images of babies, animals, or other symbols of purity. Using the Innocent, you create trust and your target audience feels that no one means any harm - a safe space is created. Brands of this type often exist for a long time, remind customers of their childhood and have sentimental value.

The Innocent archetype takes the following approach to storytelling:

• It relies on simple and straightforward messages that are clear and easy to understand.

• It appeals to positive emotions such as happiness, trust, security, honesty, authenticity and transparency.

• It evokes childhood memories and creates a feeling of nostalgia.

"Mom, do you remember back when..." is not just a line. After all, most of us like to remember the great moments from childhood. Radlberger Limonaden has understood this, too, and is playing this very card in a commercial - old memories, family time, and preserving traditions.

Bottom line: Become a great storyteller by finding the right archetype.

Which archetype comes to mind when you think about your business? The Hero? The Wise Man? Maybe the Lover? No matter what you imagine, together with Contentfish you can turn this idea into a sophisticated strategy, launch targeted campaigns and stand out from the competition.

Whether through workshop, design or support - we’re there for you. Just arrange a casual call with Pia. We look forward to hearing from you!