There has been so much already written about brand archetypes and this is certainly not one more of those articles. In fact, this is rather a personal discovery, one which I wanted to share with you.
It all started in one of the branding workshops that we conducted. We introduced a client to the concept of brand archetypes and recommended one that would reflect the brand’s personality. There was a healthy debate/discussion around the same. It was important that everyone was convinced that it was the right fit for the brand.
In the process of arriving at a consensus, one of the tasks that we set out to do was to look at the archetypes that Indian brands fit into. Researching this was an arduous task because there was hardly any material.
This is the culmination of that journey, an honest attempt to decode the archetypes of different Indian brands. Hopefully, this will help SMEs and start-ups to relate their brands to the archetypes with an Indian context.
For the uninitiated, a short recap of ‘Brand Archetypes’.
Simply put, Brand Archetype is a tool used to develop the character and personality of a brand; and finding the right archetype is critical for building a brand identity that is unique, relatable and consistent. In a crowded or saturated market, a strong brand archetype can be the differentiation you are looking for.
12 Brand Archetypes
Universally, there are 12 Brand Archetypes. Here is a snapshot of each one of them with examples of Indian brands.
The Innocent
Innocent brands are simple, optimistic and happy. They are honest and see the good in every situation. Easy to trust, these brands are authentic in everything they do, bringing back nostalgic memories.
Examples: Paper Boat, ID Fresh Food, Himalaya Face Wash, Fabindia, Parle-G, Titan Watches, Natural Ice Cream, Forest Essentials, Craftsvilla, Pure&Sure
The Sage
Sage brands are wise, truthful and knowledgeable. They are curious about the unknown and once they gain knowledge and wisdom, they like to share it with the world. They are trustworthy and dependable sources of information.
Examples: IIM, IISc, Medimix, Tata Sky, Magzter, The Hindu
The Explorer
Explorer brands are outgoing, adventurous and brave. They are constantly on the lookout for new experiences, discoveries and new paths, and are brave enough to choose the untrodden path.
Examples: Royal Enfield, Wildcraft, Thumbs Up, Flying Machine, Mahindra Jeep, Nivia Sports, Gini&Jony
The Outlaw
Outlaw brands are unconventional, wild and rebellious. They neither conform to the rulebook nor do they adhere to social norms. They believe in challenging the status quo and changing the name of the game.
Examples: Fast Track, TrulyMadly, Poppuri, Happily Unmarried
The Magician
Magician brands are driven, charismatic and visionaries. They bring magic into your life by making your dreams come true. They offer transformative experiences by thinking outside the box.
Examples: Flipkart, Taneira, Allen Solly, Santoor, Paytm, Raymond, Titan Eye Plus, Axis Bank, Lakme, FreshDesk, Education Design International
The Hero
Hero brands are inspiring, determined and courageous. They motivate everyone to overcome challenges and push their limits. In the process, they empower them to realise their goals.
Examples: Infosys, Airtel, Biocon, Zoho One, HDFC Bank, MRF Tyres, Van Heusen
The Lover
Lover brands are passionate, emotional and sensuous. They are, at one level, about romance and intimacy; but they are also about bringing people closer together and celebrating all kinds of relationships.
Examples: Fiama Di Wills, Monte Carlo, Tanishq, Manyavar, Nalli Silks, Moods condoms, Rupa, Woo
The Jester
Jester brands are fun loving, playful and energetic. They are here to bring a smile on everyone’s face and to spread joy in the world. They believe in living life to the fullest.
Examples: Gold Spot, Frooti, Chlormint, Bisleri, Bira 91, Chumbak, Bewakoof, Zomato, Fevicol
The Everyman
Everyman brands are relatable, honest, humble and authentic. They appeal to the masses and do so without being pretentious. They are down-to-earth and foster a sense of belonging among people.
Examples: Amul, SBI, LIC, Peter England, Cinthol, Max fashion, Nirma, Oyo Rooms, Jio, Sonata
The Caregiver
Caregiver brands are compassionate, strong and generous. They are here to serve people, take care of them and to protect them. They want to make people feel secure and nurtured.
Examples: Taj (Hospitality), Hamam, Mysore Sandal Soap, Parachute Coconut Oil, Aashirvad Atta, Reva, Amrutanjan, Berger Paints, Dabur Chyawanprash, Dabur Vatika Hair Oil, Good Earth, Bombay Shaving Company, Heads Up For Tails
The Ruler
Ruler brands are powerful, authoritative and articulate. They believe in creating order out of chaos and making the rules. They are naturally dominating and command exclusivity, status and do not settle for anything but the best.
Examples: Louis Phillipe, Vistara, Xylus, Andamen, Blue Tokai
The Creator
Creator brands are innovative, daring and authentic. They have a vision and want to solve problems by creating products that are a manifestation of their self-expression and imagination.
Examples: Sabyasatchi, Asian Paints, HiDesign, La Opala, TBZ, Flipkart, Funskool, Havells, Wipro, Anokhi, Nicobar, Nykaa, Maverick&Farmer
Disclaimer: This is purely a personal view and restricted to Indian brands. Please feel free to voice your opinion on the same.
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