Aaaaaaand we’re back! Welcome to our exhilarating journey through the fascinating world of brand archetypes! If you missed our previous blog post, we took a deep dive into the Control Archetypes: the Caregiver, Ruler, and Creator. These powerful archetypes use authority, nurturing, and innovation to establish themselves as leaders, caretakers, and visionaries in their respective industries. If you haven’t already, I highly recommend starting at the beginning of this 5-part series to get the full scoop. Trust me, you don’t want to miss a thing!
Today, we’re venturing into what one could say is a sort of thrilling territory—the Risk Archetypes. The Hero, Magician, and Outlaw archetypes make up this category of archetypes and let me tell you, they are like no other. These bold and daring archetypes thrive on taking risks, transforming the ordinary into the extraordinary, and challenging the status quo. Ready to dive in? Let’s go!
The Hero
First up, we have the Hero archetype. Picture brands that embody courage, determination, and the relentless pursuit of greatness. These brands inspire their audiences to push beyond their limits and conquer challenges. Think of Nike, the athletic wear giant that empowers individuals to “Just Do It.” Nike’s branding is all about overcoming obstacles and achieving greatness, making it a quintessential Hero brand. The iconic swoosh logo and the motivational commercials featuring athletes triumphing against all odds perfectly encapsulate the Hero spirit.
Another fantastic example is FedEx. Yes, you read that right—FedEx. While it might not seem as heroic as an athlete’s journey, FedEx champions reliability and going the extra mile to deliver packages on time, no matter the obstacles. Their commitment to overcoming logistical challenges and ensuring customer satisfaction embodies the Hero archetype to a tee. If you’re still a bit skeptical, check out some of their commercials here to see how they leverage the Hero archetype in their marketing.
The Magician
Next, we delve into the transformative world of the Magician archetype. These brands create powerful experiences, turning visions into reality and sparking a sense of wonder. When you think of the Magician, Disney likely comes to mind. From the immersive magic of its theme parks to the captivating storytelling of its films, Disney consistently delivers experiences that transport audiences to extraordinary worlds. Disney’s ability to create a sense of wonder and enchantment makes it a stellar example of the Magician archetype.
Apple also claims this archetype– as their Influencer Archetype, but they still claim it. Apple fits this archetype perfectly. Remember the first time you used an iPhone or experienced the sleek design of a MacBook? Apple’s innovation and design prowess seem almost magical, but in a different sense from Disney. Disney transforms our imagination and the way we interact with others, while Apple transforms how we interact with technology.
The Outlaw
Now, let’s unleash the rebellious spirit of the Outlaw archetype. These brands challenge conventions, break the rules, and encourage their audiences to think differently. Harley-Davidson epitomizes the Outlaw archetype with its rugged motorcycles and a brand culture that celebrates freedom, individuality, and rebellion. Harley-Davidson’s image is all about living on your own terms and defying societal expectations.
Another Outlaw brand is Diesel. Known for its provocative and boundary-pushing advertising campaigns, Diesel consistently challenges societal norms and defies traditional fashion industry standards. Their campaigns, such as “Be Stupid,” encourage consumers to embrace unconventional thinking and reject conformity. Diesel’s bold and rebellious attitude not only sets them apart in the competitive fashion market but also resonates deeply with individuals who value daring self-expression.
Combining Archetypes
Now that we’ve uncovered the essence of the Risk Archetypes, let’s get to one of our favorite parts. As you know by now, your brand archetype is made up of two archetypes– your dominant and influencing archetypes. We are going to narrate just how some brands brilliantly combine these archetypes to create compelling dynamics within their marketing.
Red Bull
Red Bull is a fascinating fusion of the Hero and Outlaw archetypes. This energy drink brand doesn’t just sell hydration; it promotes an adventurous and adrenaline-fueled lifestyle. Through extreme sports sponsorships and death-defying stunts, Red Bull channels the Hero’s courage and the Outlaw’s rebelliousness. They inspire their audience to push boundaries and live life to the fullest, with the slogan “Red Bull gives you wings” capturing this duality perfectly.
Tesla
Tesla seamlessly blends the Magician and Hero archetypes. As a leader in electric vehicles and sustainable energy, Tesla revolutionizes the automotive industry with cutting-edge technology and visionary designs, embodying the Magician. At the same time, Tesla takes on the Hero role by tackling the colossal challenge of climate change and advocating for a sustainable future. Elon Musk’s ambitious missions, from electric cars to space travel, amplify Tesla’s Heroic drive to overcome global challenges and transform the world.
Netflix
Our last blend of archetypes is the one and only Outlaw and Magician combination. As an Outlaw, Netflix revolutionized the entertainment industry by challenging the traditional cable TV model and pioneering streaming services. Their decision to produce original content, often with edgy, unconventional themes, further cement their rebellious stance against established norms. Simultaneously, Netflix harnesses the Magician archetype by transforming the way we consume media. Their sophisticated recommendation algorithms, innovative content delivery, and immersive viewing experiences create a sense of wonder and enchantment.
Brand Archetyping is Awesome!
At the end of our exploration of the Risk Archetypes, we wanted to remind you of the profound impact these archetypes can have on shaping brand identities and connecting with audiences. Whether through the Hero’s relentless pursuit of greatness, the Magician’s enchanting transformations, or the Outlaw’s rebellious spirit, 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 values and aspirations. Embrace the essence of these archetypes and weave them into your brand’s narrative to create a compelling and memorable identity that captivates and inspires your audience.
Stay tuned for our next blog post, where we’ll finish off our deep dive of brand archetypes. There’s still so much more to uncover, and we can’t wait to share it with you!
