What is your brand's personality?
More and more leaders are recognising the strength of purpose, and the positive impact it has on their business. Purpose can be described as a company’s “motivational heartbeat," it's the thing that drives you to do what you do and if consciously applied it can trigger benefits on many levels.
A purpose gives a business a laser-like focusproviding direction and helping to avoid unnecessary detours. This drive differentiates you from businesses with less focus. It resonates with people looking for a customer experience rather than simply purchasing a product or service. This focus attracts like-minded people, who are willing to dedicate their talent and enthusiasm to your cause.
But purpose isn’t some ambitious new vision statement you can bolt onto the business. Without exception, purpose originates from within the culture of the company. Founders of businesses find it easier to identify their purpose . They took a leap of faith in themselves, quit their jobs and formed their companies, usually for some deep, personal reason other than to get rich. Sometimes that reason has been buried under the weight of building a company, so to reconnect with their purpose they need to dig a little.
The management teams of established companies, are often stewarding a business forward. The company may have evolved over several years, and look radically different from its origins. These leaders will need to uncover their shared purpose reflecting on what drives them as a team. What’s the legacy within the business? Where are they headed? They need to target their cultural qualities and emphasise those strengths to form a relevant and compelling purpose.
The psychologist, Carl Gustav Jung, formed archetypes as a way to understand our behaviour. These easily recognised personas, were used identify who we most readily relate to and serve as a starting point to understand our motivation, challenges and fears.
We have identified the six most common archetypes we see in the brand landscape. They have different characteristics that you can compare yourself to. This will help you identify your archetype and set you on the path to success by pursuing your purpose. Read about good examples of purpose and how to get there.
The use of archetypes to recognise character traits in brands
Archetypes are a long-established way to recognise universal character traits, benchmark against them and stimulate some positive self-evaluation. They are an excellent way to consider what motivates you, what behaviour comes naturally to you, and in doing so you may begin to undercover your businesses sense of purpose.
Take a walk through these six archetypes. Consider the personality traits and how they compare to your own, reflect on the business examples provided, and the purpose statement that they adhere to. Which one do you relate to the most, are you a hero, a perfectionist or maybe a challenger?
1. The hero
The Hero archetype has a strong sense of purpose, as Steve Jobs would say “we’re here to put a dent in the universe.” They live life large and want to make a positive influence on the world around them. This might seem overly ambitious, but there have been periods in history, when it has been possible to create a profound effect on society, enabling us to achieve great things. Think of the industrial revolution, the steam train, lightbulb and telephone all appeared within the 18th century and have had a radical effect on how we live today. Currently we’re thriving in the digital era, and once again profound changes within reach of the Hero archetype, looking to make a positive impact on the world.
Characteristics
Aside from the obvious bold nature and the courage to follow their convictions, the Hero archetype often operates from an honourable position. They look to solve an issue that is close to their heart, something that will have some wider benefit to others. Financial rewards are often a by-product, but not their sole focus. As a result, they are often extrovert and must raise their head above others, to let their voice be heard. We tend to be drawn to these people they come across as strong and passionate, so invariably we find them inspiring.
Challenges
Anybody who cuts such a bold figure as the Hero archetype, is open to be resented by the status quo they challenge. They can come across as egotistical, and detractors are quick to point out their forceful nature. Quite often, the hero has no time for petty distractions, and surges forward irrespectively. This can leave them open to appearing distant or untouchable. Hero’s need to be skilled at handling their critics, if they’re going to bring people on their journey.
Celebrity chef Jamie Oliver is a typical hero brand.
Hero examples
The chef Jamie Oliver, has combined cooking and activism, with equal passion to transform the way we think about food. Apple, under Steve Jobs leadership, would be an obvious example of bold thinking and inspirational leadership. More recently Elon Musk’s Tesla brand, demonstrates the natural habits of a Hero archetype. Their purpose, “To accelerate the world’s transition to sustainable transport”, has met the US car industry head on, providing us with quantum leap forward in clean energy motoring. As the imminent threat of hurricane Irma approached Florida, Tesla remotely upgraded the power of their car batteries, so that Tesla drivers had the power to escape the hurricane - how heroic is that?
2. The perfectionist
There’s a strange dichotomy occurring as digital devices become more prevalent. The rise of analogue experiences becomes stronger, we’ve witnessed the return of bookshops and vinyl, but the phenomena goes deeper. Brands that offer craftsmanship and an aspiration towards excellence are on the rise. Whether its hipster’s, drinking gin from a micro distillery in Shoreditch, or MAMIL’s (middle aged men in Lycra), ordering a bespoke racing bike from Italy. People are seeking out their notion of excellence. We increasingly value a company’s devotion to their art, be it in manufacturing or in professional services, we value dedication to a job well done. This is the realm of the Perfectionist.
Characteristics
The perfectionist peruses their area of interest with deep devotion, often working on something that is rare, or hard to come by. Their passion for their vocation is such, that they rarely pander to trends, instead they stay true to the course they’ve chosen. As such, this can marginalise them or make them appear elitist. But this only serves to make their appeal even more desirable, to the few that have the good judgment, to appreciate their qualities. Their focus on being the best, or producing the very best they can, means that they are extremely detail focussed. Consequently their customer experience is often second to none.
Challenges
Sustaining such a high level of dedication and output is a hard. It’s quite common to hear that Perfectionist brands aren’t that profitable. They are often acquired by companies, with the resources to make them more efficient. This can often result in a culture clash, where the founders find it hard to adapt to realistic operational demands.
The bigger threat however, is if there is some lapse in the customer experience, where some aspect does not live up to their perceived high standards. This can have a damaging effect, if not handled swiftly and effectively. Perfectionists set the bar very high for themselves, they can often charge a premium for it, but this also places them in a position of scrutiny.
The Tom Ford brand fits the perfectionist archetype criteria.
Perfectionist examples
The perfectionist archetype can often be seen in professional services, law firms and consultancy practices. Hospitality is another area, from five star hotels, to Michelin star restaurants, Maaemo the Oslo restaurant, would be a good example of the Perfectionist archetype. Luxury brands are often prime examples of the Perfectionist; Aston Martin, Tom Ford, and Panerai all demonstrate the rigour required to achieve the reverence bestowed on luxury brands. Tiffany & Co’s purpose statement, “To enrich the lives of its customers by creating enduring objects of extraordinary beauty that will be cherished for generations.” provides some indication about their attitude to their craft and why they can charge a premium for their products.
3. The explorer
This archetype is driven by curiosity and an incessant desire to uncover new experiences. Standing still is not an option for them. Explorers are never happier, than when they are pushing the envelope revealing new possibilities. The explorer has been a driving force in business throughout history, making great breakthroughs, although often not receiving the recognition they deserve. Tim Berners Lee is usually credited as the inventor of the internet, however there were many, scientists and businesses involved in its development, all of whom have passed into obscurity.
Characteristics
Explorers come ready packaged with a restless spirit. They exist on the edge of the unknown, always looking beyond the horizon to seek out new ideas, new resources, new ways of doing things. They are the designers, entrepreneurs, scientists and inventors who dare to think differently and pursue their purpose with dedication.
Challenges
Risk and failure are natural hazards to the explorer archetype, this can prove challenging to investors who often foot the bill for these shortcomings. For many Explorers, it’s the journey itself that motivates them, not necessarily the business outcomes that follow, so investors need nerves of steel to partner with them. Having said that when the risk pays off, it usually comes with unprecedented business opportunities.
IBM as an explorer brand is unstoppable.
Explorer examples
Explorers can be found driving innovation across all sectors, from the creative industries such as Pixar, to big pharma, to the tech’ sector. Readers of Mission’s white papers, will be aware of our respect for the IBM brand. Big Blue is often disregarded as too corporate, but when you look at their achievements over the last century, you can see that these explorers, have continually introduced innovations with great success. This is founded on probably the most simple, and potent purpose statement ever, “THINK.” This is their longstanding mantra and an inseparable part of their corporate character. More recently, their exploration into cognitive computing has made the promise of AI a reality, in their form of their IBM Watson supercomputer.
4. The philanthropist
As the world becomes more connected and transparent through social media, the injustices that occur in the world are surfacing much quicker. From companies that wilfully damage the environment to brands that exploit low paid workers, there has never been a more dangerous time, for businesses that operate with unethical practices. By contrast, businesses that care for the welfare of others gain in popularity. These are the Robin Hoods of the brand world, taking from the rich somehow and giving to the poor. They undercut the profits of neglectful businesses and providing consumers with a more generous and compassionate alternative.
Characteristics
The philanthropist archetype has grown beyond the well-meaning, but ineffective do-gooder image of the past. Behind the selfless and nurturing attitude, is often an extremely shrewd business operation, gaining increasing momentum as people become more socially conscious. A report by Accenture declares that $30 trillion of wealth, will be transferred to the millennial generation over the next few decades. This generation are defined by their support of business who do more for the greater good. And it seems they will have deep pockets to support brands that connect with their social conscience.
Challenges
Taking such a high stance, can paint a target on your back. Doing the right thing is not always so black and white, and many well-meaning brands haven’t been able to live up to the generous nature they project. Innocent drinks were once, a much loved, 100% natural alternative to chemically derived soft drinks. But they received negative reactions when they sold a 40% stake to Coca-Cola, the very antithesis of their brand. Innocent was lucky enough to weather the backlash and has used the investment to expand its reach globally. Philanthropists will always need to be vigilant to ensure their actions are ethically sound.
Patagonia as a brand is in sync with the philanthropist archetype.
Philanthropist examples
Charities are the obvious philanthropic brands, but many sectors have their own philanthropists who are giving something back, Pfizer, AT&T and Citigroup to name a few. However, I’d like to draw your attention to the outdoor clothing brand Patagonia. They are a much smaller business, who has always worn their green credentials on their sleeves. Their purpose statement is, “To build the best product, cause no unnecessary harm, using business to inspire and implement solutions to the environmental crisis.” Patagonia is a brand, that by its very nature, encourages their customers to interact with the environment. So they go to great lengths, to diminish any impact they or their customers create. One example is their “Worn Wear” program, which helps customers repair and extend the life of their product, rather than replace it at the whim of fashion.
5. The challenger
The challenger has become a popular archetype in recent times, as recognised authority figures from politicians to sports stars are found lacking in integrity and commitment. Challengers look to the establishment and their ingrained values and simply say, “we can do better". They have become agents of change, for the disenfranchised.
Characteristics
One could be mistaken for assuming the challengers are rebellious by nature, but not necessarily, they simply have an innate desire to offer up an alternative. They react against the complacency of the incumbents, who take their customers for granted. Their solutions are often founded on new business models, allowing them to create fresh new products, or services, that are often simpler, easier and more affordable.
Challenges
Whilst challengers can seem like a breath of fresh air, their Achilles heel is innovation. Once they’ve gained support, if they fail to evolve and build on the qualities that originally caught our attention, then they find themselves becoming the very thing that they were originally fighting against. Apple has long been regarded as the definitive leader of the challenger brand. Whilst Apple is still head and shoulders above many brands, its lack of game-changing innovations in recent times has raised some doubts, notably amongst investors. It’s too soon to write them off, but how long will it be before someone challenges Apple?
Norwegian is regarded by many as as a challenger within aviation.
Challenger examples
Challenger brands can be found in most business sectors, whether they are price fighting the incumbents such as Norwegian Air, or operating a new business model such as Netflix. Sometimes they have some new product that overthrows what went before such as Antidate, the antidote to Tinder. “To embrace the human spirit and fly,” is the purpose statement of Virgin Atlantic, who have looked at every aspect of their travel experience and put their own ‘Virgin twist’ on it, providing a refreshing change from conventional airlines.
6. The teacher
The teacher is the Yoda amongst our archetypes. The teacher’s aim is to provide deep insight into a given subject or challenge. They spend their waking hours, studying their focus area with a deep dedication. Study becomes knowledge, knowledge become expertise. As a result, they become known as the eminent source for wisdom. Which is good position to be in, as we humans have always sought out expertise, as a way to achieve enlightenment and avoid costly failures.
Characteristics
To qualify in this archetype a teacher must be prepared to share their knowledge, spread the word to the masses, and build their reputation as an expert. The level of knowledge needs to be a deep endless seam of information, to keep people coming back for more. They must be seen to be credible, their knowledge should come from experience earned in the trenches, and their word is their bond.
Challenges
The teacher can often become so caught up in their knowledge, that they become introverted. They are self-absorbed, neglecting to share their knowledge. Which is vital to remaining relevant, and connected to very people that provide their revenue stream. Think how Encyclopaedia brands were important to previous generations, but became so inward looking that they didn't see the digital age was irrevocably shifting the ground beneath them.
TED's brand fits the teacher archetype category where learning is key.
Teacher examples
Many media brands are teachers, from Vogue to Aftensposten to TED, their content is the knowledge they wish to share. Consulting brands also fall within the Teacher archetype a typical example would be McKinsey & Company, providing their deep business expertise to thousands of businesses around the world. The mother of all teacher brands would be Google. Their purpose statement, “To organize the world's information and make it universally accessible and useful”, reflects the fundamental reason for the teacher archetype.
Governance and maintenance
Sometimes archetypes change, and there is often some overlap between them. You may see your business in several of these archetypes, that’s natural. The important things is to start thinking objectively, about which archetype you relate to. You may have considered yourself as a hero, but in truth you are a teacher. These archetypes will help you modify long held beliefs, or facilitate the start of a healthy discussion with colleagues. Ultimately, they will help to modify your brand to communicate in a more compelling way, with the people that are important to your success.
