Positioning artists as heroes, outlaws, jesters, and magicians
Positioning artists as heroes, outlaws, jesters, and magicians
Pick an archetype and evaluate how the artist brand should conduct itself
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Let’s dive into today’s topic:
Positioning artists as heroes, outlaws, jesters, and magicians
Pick an archetype and evaluate how the artist brand should conduct itself.
Why it matters
Archetypes offer a straightforward method for branding, giving brands a human touch and making them more relatable. The archetype model can be an ideal fit for artists whose brands are often centred around their unique personalities and styles.
Artists can forge stronger connections with their audience and stand out in a crowded market by aligning with specific archetypes like heroes, outlaws, jesters, or magicians.
How it works
Archetypes are character prototypes based on behavioural traits in various cultures. They have existed since ancient times and are mentioned in one breath by psychologist Carl Jung, who used the idea of archetypes in his theory on human personalities.
Authors Mark and Person (2001) identified twelve archetypes for brand positioning, each with distinct traits and examples:
The Outlaw: Liberation, Rebellion - Virgin, Miley Cyrus
The Explorer: Discovery - GoPro, Grimes
The Creator: Innovation - Lego, James Hype
The Hero: Brave, Determined - Nike, Billie Eilish
The Magician: Dreams, Think Big - Disney, Beyonce
The Sage: Knowledge - Google, Dr. Dre
The Ruler: Leadership, Authority, Oasis
The Innocent: Sweet - Dove, Taylor Swift
The Everyman: Sympathetic - Ikea, Bruce Springsteen
The Caregiver: Empathy - Pampers, Fred Again
The Lover: Intimacy - Bacardi, Shakira
The Jester: Playful - Duolingo, Partiboi69
Every fan can imagine how these well-known character prototypes behave when interacting with them. That’s when the brand becomes human.
Yes, but..
Scientific research does not support Mark and Pearson's model, and branding researchers are sceptical of its simplicity.
Obviously, archetypes are susceptible to stereotyping classical role models.
Take action now
Using archetypes as a brand position method is exceptionally straightforward. Pick an archetype, and evaluate how the artist should conduct itself visually, on social media, towards fans, etcetera.
Artists could start by figuring out what archetype their brand is and develop content ideas to position their artist brand into the desired archetype.
Your thoughts
Do you agree with my examples of artist archetypes? Share your experiences and insights on using archetypes in artist branding. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
Merkmanagement Modellen: de SWOCC Selectie, p30-31 (SWOCC)
Crafting an artist's brand personality (The Fanbase Builder)
How an artist's career resembles a Netflix series (The Fanbase Builder)
Mark, M. & Pearson, C.S. (2001). The hero and the outlaw : building extraordinary brands through the power of archetypes.