The Outlaw, The Magician, and The Hero
Leaving a legacy is a powerful concept because it involves not only our own actions but also the way those actions are remembered and celebrated by others. We all have the potential to become something larger than ourselves and to leave behind a lasting and meaningful impact.
Here, we will explore the concept of legacy through the three classic brand archetypes: the outlaw, the hero, and the magician. Each of these archetypes carries with it a unique set of values and characteristics, and by understanding these archetypes, we can learn how to create a memorable and meaningful legacy.
The Outlaw
The Outlaw’s motivation for revolution is two sides of the same coin: to alternate the world for the better and to bring chaos. They have a disdain for rules, law, and conformity that would cast off any structure of their freedom of preference (or everybody else’s). Without a fight, they are lost.
The outlaw archetype encourages businesses to stand out and be different – to think outside the box and challenge the status quo. The outlaw archetype can be used to demonstrate that the business is willing to go against the grain and that it values the individual over the collective. Using the outlaw archetype in small business branding can help to create a strong, engaging identity that resonates with customers and encourages them to stay loyal.
Brands that embody the outlaw archetype include Uber, Harley Davidson, and Levi.
The Magician
The Magician archetype has an enchanting and mysterious personality. They possess the power to take people on a journey that leads directly into their hearts through one magical moment after another, instilling wonder in everyone who crosses their path.
Magicians are creative thinkers who often go against the grain of conventional wisdom. They seek knowledge and use it to showcase their vision for how things should be made better.
Brands like Disney, Coca-Cola, and Dyson clearly demonstrate the Magician brand archetype.
The Hero
The Hero’s motivation is to prove their worth through courageous and determined actions. They work hard in order to acquire the skills they believe are necessary, then take pride that their high productivity sets them apart from others.
They need to confront challenges and overcome setbacks, even if this means accepting failure as a learning experience. The Hero wants to save the day so that people will acknowledge their greatness.
Brands that embody the Hero archetype include Adidas, Nike, and FedEx.
At the end of the day...
…you want to be able to answer a few questions for yourself. What does my brand mean? What does it say about me and my business? What does it feel like, emotionally? How do my customers need to feel in order to respond positively?
Archetypes are a valuable tool that allows designers to bring out the strongest aspects of your brand and give it an identity that resonates with your ideal customer.
If you are looking to attract more clients by using your archetype, schedule your free consultation, today!