Contact Us
What's on your mind?

More than anything, we want to find out what’s holding you back from achieving your business goals. We’d like to fully understand your current marketing strategy, the challenges your company is facing, and most importantly, determine what we can do to help.

Topics: Branding

Identity

It’s vital to correctly identify your brand archetype in order to connect with your target market and generate customer loyalty. 

 

The 12 Brand Archetypes

Identify your brand archetype from this list—it will save you a lot of time and money…

 

1. HERO—be the best

Screenshot 2019-04-26 at 12.15.54

Appeals to those who love a challenge. You will help them rise to the occasion. If they want to be the best, only the best can help.

Think: Breckenridge—The Growth Agency, Armed Forces, Mr Muscle.

 

2. MAGICIAN—turns dreams into reality

Screenshot 2019-04-25 at 15.31.10

Make your customers’ wildest dreams come true. Your audience will be drawn to your promise of transformation in all its dazzling guises. Be imaginative and inspiring.

Think: Disney, Tesla, SpaceX.

 

3. SAGE—offers insight and understanding

Screenshot 2019-04-25 at 15.31.23

For seekers of truth and wisdom. Promise learning, teaching, knowledge. Offer answers to challenging questions.

Think: Google, National Geographic, TED.

 

4. INNOCENT—promises simplicity

Screenshot 2019-04-25 at 15.31.30

Be honest, open, optimistic. Talk straight. No gimmicks. Your audience is drawn to freedom and happiness.

Think: Babybel, Toys R Us, Innocent Smoothies.

 

5. REBEL—leads a revolution

Screenshot 2019-04-25 at 15.31.41

Be fearless, radical, anarchic. Build a cult. Polarise. Go against mainstream. Stand out from the crowd.


Think: Harley Davidson, Apple, Dior’s Sauvage campaign with Johnny Depp.

 

6. JESTER—tops at entertaining

Screenshot 2019-04-25 at 15.31.49

Make your audience smile. Be light-hearted. Playful. Live in the moment.

Think: Netflix, Domino’s Pizza, Doritos.

 

7. LOVER—encourages intimacy

Screenshot 2019-04-25 at 15.31.57

Attract by creating one-on-one relationships. Stir up emotions. Make people feel special. Help them celebrate their special moments.

Think: Chanel No. 5, Godiva Chocolates, Victoria’s Secret.

 

8. EXPLORER—appeals to free spirits

Screenshot 2019-04-25 at 15.32.23

Hook those freedom-lovers/risk-takers with limitless horizons. Be on trend. Help people grow. Encourage individuality, self-development, self-sufficiency.

Think: GoPro—Hero 5, Levi’s, Jeep.

 

9. RULER—offers absolute power

Screenshot 2019-04-25 at 15.32.31

Tempt with high-end offers. Luxury and exclusivity are irresistible.

Think: Cartier, Savile Row, Mercedes-Benz.

 

10. CAREGIVER—likes to help others

Screenshot 2019-04-25 at 15.32.38

Compassionate. Nurturing. Supportive. Guarantees protection. Gives customers a competitive advantage.

Think: Dove, Johnson & Johnson, Public Sector / Charities. 

 

11. REGULAR GUY/GAL—helps people belong

Screenshot 2019-04-25 at 15.32.44

Down to earth. Appeals to all demographics. Honest. Dependable. People- and action-orientated. One of the crowd.

Think: IKEA, eBay, Sony.

 

12. CREATOR—helps to realise visions

Screenshot 2019-04-25 at 15.32.52

Puts ideas into action. Innovative. Individual. Thinks outside the box.

Think: Honda, Lego, Instagram.

 

Want to start a new business? Established but looking to rebrand?


Breckenridge has over 35 years’ B2B / B2C branding experience—creating the right identity for startups through to well-established market leaders, across a broad range of industries. In fact, we rebranded ourselves at the end of 2018.

Our brand archetype? Who else but the Hero. If you want your Inbound Marketing to be the best…


New call-to-action