Welcome back to our exciting deep dive into the brand archetypes! In our previous blog post, we went into detail on the Archetypes of Belonging: the Jester, Everyguy/Everygal, and Lover—charming archetypes of branding that evoke a sense of belonging, playfulness, and emotional connection. Be sure to read the previous archetypes blog posts before continuing with this one! Now, as promised, we continue our exploration by learning quite a bit more about these archetypes: Caregiver, Ruler, and Creator.
These archetypes, often referred to as the Control Archetypes, wield influence through authority, nurturing, and innovation, respectively. They possess a commanding presence in the branding landscape, guiding companies toward establishing themselves as leaders, caretakers, and visionaries in their individual industries. It’s important to note that control in this sense isn’t at all a negative thing. It simply means that they long to provide some sort of structure to the world and they have a specific way of getting there, so don’t shy away from the control archetypes. Similar to the Archetypes of Belonging, brands that exhibit these qualities may market and express themselves very differently from each other, but in the end, they all have a desire for structure and authority.
Caregiver
What better place to start than with the nurturing embrace of the Caregiver. This archetype embodies compassion, empathy, and support, positioning brands as dependable allies dedicated to the well-being of their customers. Picture Johnson & Johnson, a household name synonymous with trust and reliability in healthcare and personal hygiene. Through its commitment to providing gentle care and nurturing solutions, Johnson & Johnson embodies the essence of the Caregiver archetype, fostering a sense of security and comfort among consumers worldwide. I don’t know about you, but when I hear the name Johnson & Johnson, my mind immediately goes to babies, so they’ve done a fantastic job of positioning themselves as a caregiver company. Other notable examples of brands embodying the Caregiver archetype include UNICEF and St. Jude Children’s Research Hospital.
Ruler
Next up is the Ruler archetype. This commanding archetype exudes power, control, and prestige, asserting dominance and influence in the competitive landscape. Think of brands like Rolex, the iconic luxury watchmaker revered for its timeless elegance and unparalleled craftsmanship. By aligning itself with the Ruler archetype, Rolex establishes itself as a symbol of status and excellence, appealing to discerning individuals who aspire to elevate their lifestyles. Note that many– if not all businesses want to stand out from their competitors, but these companies that take on the Ruler archetype truly want to be the absolute best. They want to be the best, the nicest, the cleanest, the most prestigious, etc. Other notable examples of brands embodying the Ruler archetype include Mercedes-Benz, Rolls-Royce, and American Express.
Creator
Finally, we get to one of our favorites: the Creator. This visionary archetype loves innovation, originality, and artistic expression, inspiring brands to push the boundaries of possibility and redefine industry standards. Consider Apple, the tech giant renowned for its revolutionary products and groundbreaking designs. By harnessing the power of the Creator archetype, Apple has transformed the way we interact with technology, shaping the future of innovation and setting new benchmarks for excellence. When you walk into an Apple store, or head to their website, it feels like you’re in another world where things are happening that you didn’t even know were possible. Other notable examples of brands embodying the Creator archetype include LEGO, Adobe, and Tesla.
Combining Archetypes
Now that we understand the Control Archetypes and they’ve got a little more substance in our minds, let’s examine how brands can harness the synergy of these archetypes to craft compelling narratives that captivate and inspire audiences.
Nestlé
Nestlé exemplifies the fun fusion of the Caregiver and Ruler archetypes. As a global leader in the food and beverage industry, Nestlé’s commitment to quality and nutrition reflects the authority of the Ruler archetype, while its emphasis on nourishment and well-being embodies the nurturing essence of the Caregiver archetype.
Build-A-Bear
Build-A-Bear is a really cool example of the Creator and Caregiver archetypes to create and emotional connection by allowing customers to personalize teddy bears, spreading joy through initiatives like “Stuffed with Hugs.” Simultaneously, as a Creator, Build-A-Bear empowers creativity by offering customizable options, inspiring individuals to bring their unique visions to life and fostering a sense of ownership and innovation. There are millions of combinations of outfits and styles that anybody can give their new stuffed friend which fits in wonderfully with the creator feel.
3M
3M embodies a blend of the Creator and Ruler archetypes. Renowned for innovation, it continually reshapes industries with products like Post-it Notes and Scotch Tape. Simultaneously, it commands authority in the global market, setting standards and leading with strategic vision. With a diverse portfolio and global presence, 3M drives progress and innovation worldwide.
Unlocking the Potential of Archetypal Branding
Sadly, we’ve reached the end of our exploration of the Control Archetypes; however, we are only halfway through our deep dive. With the powerhouse archetypes we talked about today, we’re reminded of the profound influence that archetypal branding can have on shaping perceptions, eliciting emotions, and forging connections with audiences. Whether through the nurturing embrace of the Caregiver, the commanding presence of the Ruler, or the visionary spirit of the Creator, brands have the opportunity to leverage archetypes as powerful tools for storytelling, differentiation, and impact.
As you are attempting to find your own dominant and influencer archetypes, consider the archetypes that resonate most deeply with your values, aspirations, and audience preferences. By embracing the essence of these archetypes and weaving them into the fabric of your brand identity, you can create a compelling narrative that resonates with your clients and leaves a lasting impression in the hearts and minds of your audience.
Tune in next time for our continued exploration of the fascinating world of brand archetypes!
