What's YOUR archetype?
Innocent / Child
Innocent Brands stand for Cleanliness, Purity, and Simplicity but also for Childish and Naive. Most Challenger Brands that set established market leaders on fire are Innocent Brands like Kind, Bare Naked, Evolution Chocolate, Hu Chocolate, GoRaw, MadeGood, and Innocent Juices. They all have in common that they've clean labels and are going “Back to the Roots.” Most use Unprocessed, Raw, and Natural Ingredients that are “Free From” one or several of the common toxins, chemicals, and artificials like MSG, GMO, Artificial Preservatives, Colors, and Flavors, Palm Oil, and High Fructose Corn Syrup. They do it as it used to be in the “Good Old Times” like Grandmother did: Small Batches, From Scratch, Homemade, Simple Ingredients, Untouched, Handcrafted.
If you see the values and causes you stand for, then you're an Innocent Brand.
"Sweet Snack Innocent Brand?
What the Heck is that, Jens?" That's easy, Guys:
Sweet Snack:
If your brand is doing Chocolate, Ice Cream, Pastries, or any other Sweets, then you're a Sweet Snack Brand.
Innocent Brands:
Back To The Roots, Clean and Simple products. They look for Quality Ingredients. Brands like Kind, Hu Chocolate, Bare Naked, Kona, Go Raw, Made Good, Annie's Homegrown, Alter Eco, and Loving Earth are all Innocent Brands. They're here for the kids or the adults who want to feel like a kid, Unburdened and Light-Hearted.
If you see yourself in that description, you're a Sweet Snack Innocent Brand, and this book is PERFECT for your Brand.
Companion / Everyman
Companion Brands are Straightforward, Approachable, Direct, Next-Door, Honest, and Authentic. Companions in leisure wear prefer a simple Beer over Champagne; you won’t see they are Silicon Valley Millionaires. They're Humble, Upright and Down-To-Earth, Uncomplicated, and Inclusive. Companions are Networkers, representing Friends, Family, Tradition, and Heritage; You would give your shirt off your back for them. They're best Buddies and Everybody's Friends. Examples are Salt & Straw, CoolHaus, KitKat, and Budweiser. The red flag for Companions is Sophistication, Luxury, Snobbism, Elite, and Upscale.
Companion Brands have Genuine and Simple products at Fair Prices. They want to please the masses. There are no twists or tricks, just Straightforward what you expect from a Solid Product. Seeing their Logo doesn't make you feel Status but Identity with a specific group of people. The logo of Companion Brands serves as a symbol of Togetherness and “Us” versus “Them” for the whole Brand Tribe.
If your Brand serves “Common People” and gathers your Tribe around you, you're an AUTHENTIC Companion Brand.
"Sweet Snack Companion Brand?
What the Heck is that, Jens?"
That's easy, Guys:
Sweet Snacks: If your brand is doing Chocolate, Ice Cream, Pastries, or any other Sweets, then you're a Sweet Snack Brand.
Companion Brands: Approachable, Relatable, Ordinary, Down-To-Earth, Familiar. Brands like KitKat, Godiva, Cadbury, Salt & Straw, CoolHaus, and Krispy Kreme are all Companion Brands. Their products are Affordable and for the Masses. They thrive for Connection and Belonging and are here for their Tribe.
If you see yourself in that description, Then you're a Sweet Snack Companion Brand, and this book is a PERFECT FIT for your Brand.
Jester / Inner Child
The Jester is the one who takes nothing seriously, including himself. Playful, Whimsical, Mischieving, and Joyful is the world of the Jester. Being and feeling like a kid again, even if it’s just for the moment of having a Treat. Therefore, the Jester is also called the Inner Child. The red flags for the Jester are Control and Overly Organized and Planned. Their motto is “Enjoy the day,” “1 and 1 are 3”, “Relax and stretch a point,” “Take a break from rules,” and “Sugar is fun.” They want you to listen to your little devil on your shoulder and forget about that saint on the other side. Take it and enjoy. Life is short; Enjoy what makes you happy, No matter the consequences. Forget about them. Jesters hate whatever is Boring, Dull, Tranquil, and Calm. They want Action, Fun, and Happiness at any price.
Great Examples of Jester Brands are Ben & Jerry’s, Oatly’s, and M&M's.
If that’s what you stand for, then the Jester Archetype is the one for your Brand.
Lover / Seductress
Lover Brands are here for Sensual Pleasures like Indulgence, Decadence, and Opulence. Lover products hug you and touch your heart. They please all your senses: you smell vanilla, cinnamon, and chocolate, your tongue touches the velvety texture, you hear the chocolate cracking, you taste intense flavors, and you see bright and appealing colors. It’s a Feast for all your Senses. Gourmets and Hedonists are jumping on that bandwagon. Brands like Häagen-Dazs and Langnese are standing for that Archetype.
If you go a little further, you find yourself in a more seducing and even sexual place. The Lover’s Variant is the Seductress or the Macho. These brands are all about seducing and alluring. You find brands like Magnum, Connoisseur, Better Than Sex, and Kheper Games Chocolates (they do body-paint chocolates) in this segment.
If your products are all about sensual pleasures and you serve all the Gourmets and Hedonists, then you are a true Lover or Seductress Brand. It’s all your choice.
Magician / Healer
Magician Brands are here for the Transformation. Their products have a Twist or a Trick that is surprising and enchanting for their customers. They are pulling rabbits out of their hats and creating a mystic spell that bewitches their customers. Their products might contain exotic ingredients that Transform regular treats into something different. They might have light ice cream that tastes just like regular ice cream, and you can have a whole pint instead of just a couple of spoons you can enjoy. Brands like Halo Top, Arctic Zero, Weight Watchers, and Vosges Haut-Chocolove are just a few examples of this category.
A Variant of the Magician is the Healer. Let’s say your Allergen Free Product can heal people with illnesses like Lactose Intolerance. It's good that brands like Cado make ice cream with avocados instead of milk and cream. Many Vegan, Gluten Free Brands, Paleo, and Keto Brands are in this category.
If you are the Brand with a twist or trick that can transform your customers, then the Magician Archetype is for you.
Caregiver / Mother
Caring, Supportive, Nurturing, and Selfless are just a few of the common traits of the Caregiver. Products of Caregiver brands are Nutritious, Nutrient-Dense, Traditional, and Homemade with a Mother’s/Grandmother’s touch. A great example is the Brand Cado ice cream, which uses avocados instead of milk and cream. On their website, you see the founders and an older woman who stands for a mother, a founder stereotypical for their Brand Personality and Archetype. Other brands embody that archetype are Little Debbie, Stonewall Kitchen, Duncan Hines, and Mrs. Fields.
If that’s what you stand for, then the Caregiver Archetype is the one for your Brand.
Ruler / Best
Rulers leave no doubt who is the Champion. They are simply the Best at whatever they are doing. The world is too small for them, and only the sky is the limit. They are Luxurious, Sophisticated, and Elite. Commonly, Rulers form the antipole to Companion Brands, who stand in contrast to Rulers. However, many chocolate brands out there unite the Ruler and the Companion Archetypes in their Brand Personality. Their products are available everywhere and rule the market at affordable prices. Freddo Gelato, Twisting Scoops, Maras, Häagen-Dasz, Ghirardelli, Godiva, and Hershey are great examples of this category.
If you feel you stand for these values, this is your Archetype.
Hero / Rescuer
Heroes are Strong, Bold, Daring, Leading, Fair, and Conquering. They are here for the Rescue. Sometimes, they rescue diabetics like Halo Top does with its light ice cream, or they Recover the planet like Ben & Jerry’s does. They fight for Sustainability and Saving our Planet. Heroes are well-established brands like Alter Eco or here for the Rescue of the Planet like Ben & Jerry’s or on a different Rescue Mission like Halo Top rescues people with diabetes.
If you stand for these traits and values, the Hero is the right Archetype for your Brand.
Creator / Tastemaker
Creators are Chefs, Designers, Trendsetters, and Tastemakers. They are Innovative, Visionary, Out-Of-The-Box, Creative, Imaginative, and Driven to build things of Enduring Meaning and Value. They have the desire to Craft Meaningful and Special Things. They pride themselves on Being Original. They pave the way for others to follow. A person with the creator archetype has traits of Perfectionism and Obsessiveness. Brands like Jeni’s Splendid and Häagen-Dazs are personifying this Archetype. Unique Flavors, Innovative Ingredients, New Creations, and New Product Categories like Cronuts (a combination of Croissant and Donut) come from Creators.
If you think that’s what you stand for, it’s the right Archetype for your Brand.
Sage / Wise
Sages are carriers of specific Wisdom and Knowledge, like Secret Ingredients and Processes carried over generations. They might have a Unique Technique that only they know how to do right. Making gelato correctly is a book with seven seals and needs the proper handling. Or it is a Recipe for an apple pie that is made Uniquely. Maybe even some scientists figured out how to make milk from oats, and now they come up representing that Nerdy Whiz that is goofing around. They offered the secret process to the milk industry but were laughed at. Now, they are the last ones that laugh. Check out Oatly’s Brand, but Talenti stands for a specific wisdom on how to do gelato right.
If you stand for these values, the Sage is the right Archetype for you.
Rebel / Outlaw
Challenging the Status Quo and questioning whatever is everyday use is what Rebels are standing for. They are here for the Revolution. Traits like Righteousness, Activism, Fighting for the Right, Opposing, and Confrontation are identifying the Rebel Brands. Brands like Rebel and Ben & Jerry’s embody the Rebel as their Primary or Secondary Archetypes. Many Challenger Brands are standing for it per definition.
A Variant of the Rebel is the Outlaw Archetype. The best example is Harley-Davidson, who personifies the Outlaw.
So, if that’s what you are standing for, then this is the Archetype for your Brand.
Pioneer / Explorer
Going a different path than everyone else and that no one ever followed before is the best description of the Pioneer. Traits like Curious, Daring, Loner, Different, Out-Of-The-Box, Individualistic, and Bold are identifiers of this Archetype. The best examples are brands like Arctic Zero, which uses Faba Beans for their ice cream, or Cado, which uses Avocados. But there is also Halo Top, who created light ice cream that tastes like regular ice cream and went a different path than others and explored things differently. Finding different ways often correlates with creating a new Category in the Blue Ocean Terrain. That’s what Häagen-Dazs did by creating its brand using Value Innovation with phantasy letters and cultural associations.
If you think that’s what you stand for, use this Archetype as your Brand Personality.
