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Topics: Branding


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

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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

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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

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

Think: Google, National Geographic, TED.


4. INNOCENT—promises simplicity

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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

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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

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

Think: Netflix, Domino’s Pizza, Doritos.


7. LOVER—encourages intimacy

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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

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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

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

Think: Cartier, Savile Row, Mercedes-Benz.


10. CAREGIVER—likes to help others

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

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


11. REGULAR GUY/GAL—helps people belong

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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

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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…

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