Hello! It’s been too long! We are happy to have you back with us. Welcome to another– and final exciting exploration of brand archetypes. If you’ve been following along, we’ve already journeyed through the Control Archetypes and the Risk Archetypes, as well as the Archetypes of Belonging. These archetypes have the ability to shape brands in incredible ways, making them resonate deeply with their audiences. If you haven’t already, I highly recommend starting at the beginning of this 5-part series to get the full story. Trust me, you don’t want to miss a thing!
Today, we’re stepping into a realm of independence and freedom with the Independence Archetypes. The Explorer, Sage, and Innocent archetypes celebrate individualism, wisdom, and purity. They thrive on discovery, knowledge, and simplicity, often guiding their audiences toward self-fulfillment and a deeper understanding of the world. Let’s get started!
https://www.youtube.com/watch?v=TpTD0_uDxQk
The Explorer
First up, we have the Explorer archetype. Brands that embody the Explorer are all about adventure, discovery, and pushing the boundaries of the known world. These brands inspire their audiences to seek new experiences and explore the world around them. Think of Jeep, the car brand synonymous with rugged adventure and off-road exploration. Jeep’s branding encourages customers to “Go Anywhere, Do Anything,” making it the perfect Explorer brand. Their commercials often feature stunning landscapes and challenging terrains, capturing the spirit of adventure and the thrill of the unknown.
Another great example of the Explorer archetype is The North Face. Known for its high-performance outdoor apparel and equipment, The North Face encourages its audience to “Never Stop Exploring.” Their brand messaging and product designs cater to those who seek adventure in the great outdoors, whether it’s climbing the highest peaks or trekking through the wildest terrains. While outdoor brands do epitomize the Explorer archetype, you don’t have to be a mountain climber to choose this archetype. Subaru, Nasa, and Starbucks are some other examples that aren’t outdoorsy.
The Sage
Now, we don’t want to pick favorites, but we have to admit that Sage is definitely up there. Maybe it has something to do with it being one of our brand archetypes, but who knows? If you’re thinking the Sage might be for you, here are some things you should know. Brands that embody the Sage are committed to knowledge, truth, and enlightenment. They seek to understand the world and share their insights with others, guiding their audiences towards greater awareness and understanding. Google is a prime example of the Sage archetype. As the world’s leading search engine, Google’s mission to “organize the world’s information and make it universally accessible and useful” perfectly aligns with the Sage’s pursuit of knowledge and truth.
Harvard University also exemplifies the Sage archetype. With its prestigious history and commitment to academic excellence, Harvard represents the pursuit of knowledge and intellectual growth. The university’s branding emphasizes its role in shaping future leaders and advancing human understanding through rigorous scholarship and research. By consistently highlighting the value of knowledge and education, Harvard appeals to those who aspire to wisdom and intellectual achievement.
The Innocent
Now, let’s embrace the purity and simplicity of the Innocent archetype. This one truly is like no other. Brands that embody the Innocent are all about optimism, simplicity, and goodness. They inspire their audiences to find joy in the simple things and to believe in a better world. Dove is a shining example of the Innocent archetype. Dove’s branding focuses on real beauty and self-acceptance, promoting messages of positivity and self-love. Their campaigns, such as the “Real Beauty” initiative, encourage individuals to embrace their natural beauty and reject unrealistic standards, embodying the Innocent’s values of purity and goodness.
Another Innocent brand is Coca-Cola. With its long-standing tagline “Taste the Feeling,” Coca-Cola’s branding evokes a sense of happiness and simplicity. Their advertisements often feature joyful, everyday moments shared with loved ones, reinforcing the idea that happiness can be found in the simple pleasures of life.
Both of these examples embody the Innocent archetype, but in very different ways. The key to this archetype is to embrace simplicity.
Our Favorite Part
Now that we’ve uncovered the true personality of the Independence Archetypes, let’s explore how some brands brilliantly combine these archetypes to create compelling dynamics within their marketing.
Patagonia
Patagonia is a fascinating fusion of the Explorer and Sage archetypes. As an outdoor apparel brand, Patagonia encourages adventure and exploration, inspiring customers to connect with nature and embrace the Explorer spirit. At the same time, Patagonia embodies the Sage through its commitment to environmental sustainability and education. The brand actively promotes awareness of environmental issues and encourages customers to make responsible choices, blending the Explorer’s love for adventure with the Sage’s quest for wisdom and truth.
National Geographic
National Geographic seamlessly blends the Sage and Explorer archetypes. Notice, these are the exact same archetypes as Patagonia; however, Patagonia’s Dominant archetype is the Explorer while its Influencer archetype is the Explorer while National Geographic is the opposite. This is a really good example of how to use the two different archetypes to really hone in on the right tone and personality of your brand.
Known for its stunning photography and in-depth articles, National Geographic educates its audience about the world’s wonders, from natural landscapes to diverse cultures. This combination of exploration and knowledge allows National Geographic to inspire curiosity and a deeper understanding of the world. By consistently delivering high-quality content that educates and inspires, National Geographic exemplifies the powerful synergy of the Sage and Explorer archetypes.
Whole Foods Market
Whole Foods Market combines the Innocent and Sage archetypes seamlessly. The Innocent aspect is reflected in its commitment to natural and organic products, promoting a pure and wholesome lifestyle. Meanwhile, the Sage archetype shines through in its emphasis on educating consumers about healthy eating and sustainability, providing extensive information on the origins and benefits of their products. This blend creates a brand that not only encourages a simple, healthy lifestyle but also empowers customers with knowledge about their food choices. By integrating these archetypes, Whole Foods Market appeals to those who seek both purity and wisdom in their dietary habits.
So, How Independent Is Your Brand?
Whether through the Explorer’s adventurous spirit, the Sage’s pursuit of knowledge, or the Innocent’s emphasis on simplicity and goodness, these archetypes offer powerful frameworks for storytelling and differentiation. When considering your own brand’s identity, think about which archetypes resonate most deeply with your brand’s values and aspirations.
As we wrap up our 5-part blog series on brand archetypes, we want to leave you with a parting thought. Remember, there are twelve distinct archetypes waiting to be explored: the Caregiver, Ruler, Creator, Hero, Magician, Outlaw, Explorer, Sage, Innocent, Lover, Jester, and Every Guy/Gal. Each archetype offers its own unique narrative and connection with your audience. So, take your time, enjoy the journey of discovery, and may you find the perfect archetype that aligns seamlessly with your brand’s values and aspirations. If you need a refresher, the other parts of this blog series are always available to you, and don’t hesitate to reach out! We would love to hear from you!
