Have you ever taken a moment to think about the purpose of your brand?

If you haven’t, you’ll first need to define your brand’s personality and recognize how it satisfies people’s desires and expectations.

So let’s jump into it.

Maslow’s Hierarchy of Needs

As human beings, we’re driven by a series of physical, spiritual, and psychological needs. And many of them dictate our decisions—including who we buy from. Maslow’s Hierarchy of Needs establishes that people are driven by five different motivators, shown within a triangle.

The first two categories of Maslow’s Hierarchy of Needs make up the base of the triangle. They’re vital to human survival, and without them, you cannot move on to meet your spiritual and psychological needs.

Here’s a quick overview of each level of the triangle.

Physiological Needs
Food and water, sleep, clothing, shelter, and reproduction are contained in this category. Each human being must have these basic needs met to survive. The base of the triangle incorporates these essential requirements.

Safety Needs
Protecting yourself and loved ones from harmful internal or external factors makes up the next level of the triangle. It also includes maintaining your physical, mental, and emotional health.

Love and Belonging Needs
Now we move from what people need to survive and enter into the “lower needs.” They aren’t required to live but get you closer to reaching your higher self. Love and belonging are associated with the interpersonal bonds in our lives. Romantic partnerships, friendships, and other social groups fall into this category. You’re building on these emotional connections and using them to create a sense of belonging and inclusion within these groups.

Esteem Needs
As a need, “esteem” is defined as the regard others have for you. It’s also how you feel about yourself. Some contributors to self-esteem and self-respect include personal achievements, emotional intelligence, and the value placed on yourself and others.

Self-Actualization Needs
Taking its spot at the highest point of the triangle, self-actualization describes working towards your highest potential. Self-improvement is the name of the game. Developing innate talents, learning new skills, and traveling to new places are a few examples of this need.

Now, what does this mean for your brand?

Your customers are not part of a hive mind. Like you, they’re complex, multi-faceted beings.

Some may focus more on the material. These people may aspire to fulfill the necessities required for survival. For them, they’re drawn to brands who understand this.

On the other side of the spectrum, some people may value spirituality and limit the number of material possessions they own. Brands whose messaging hits an emotional note tend to attract these people to their banner.

There’s no perfect combination as each person’s experiences define them. One may place more weight on one part of the triangle versus the other.

Now let’s look at each of the brand archetypes to see which one represents your business.

12 Archetypes to Describe Your Brand

You’ve probably heard of personas serving as a representation of your ideal customer(s). Brand archetypes are similar. They’re personifications of it based on fictional character types. These archetypes encompass the brand’s message, values, and behavior.

Each one is housed under one of four overarching themes. In the examples below, notice how they correlate with Maslow’s Hierarchy of Needs.

Establishing Connections & Sense of Belonging

The Everyman – Think of them as the helping hand. Their names are so ubiquitous with daily life that the brand could be considered a trusted family member.

The Jester – Jesters see the humor of life. These brands enjoy shaking up the daily routine and keeping people smiling by delivering the punchline at the right time.

The Lover – They’re the brands you turn to for special moments, intimate celebrations, and new beginnings. Lovers encourage others to show appreciation for those they cherish most.

Creating a Better World

The Innocent – Exudes positivity and purity. Brands in this archetype give unselfishly and encourage others to follow in their path.

The Explorer – Forever curious, always inspiring, Explorers strive to evolve and embrace progress. Each day is a new opportunity to empower people to find the hidden gems in life.

The Sage – With an unquenchable thirst for knowledge and the need to disseminate it, Sage brands seek to make the world a more thoughtful place. They foster education and use every tool at hand to teach others.

Making Their Mark & Building a Legacy

The Hero – These brands are fearless and know no bounds except for the ones they give themselves. Inspiring and brave, Heros encourage others to achieve more than they ever thought possible.

The Rebel – There’s something about the rulebreakers—the ones who thumb their noses up at authority and create disorder. Rebellious brands are those who challenge the status quo and urge us to do the same.
The Magician – It’s all about creating memorable experiences. Brands like Disney and Royal Caribbean turn dreams into reality and charm people of all ages.

Provides Structure & Protection

The Caregiver – Comforting, warm, and familiar, Caregivers provide safety and support. They’re the brands you turn to during times of personal strife or hardship.

The Ruler – Luxury brands are typically associated with this archetype because of their attention to detail. They’re known for providing superior, premium experiences and trusted products and services.

The Creator – Ingenuity, and imagination are trademarks of Creators. They’re changing lives by innovating technology and showing us a brighter future.

What Does This Mean for Your Brand?

Think about which archetype fits your brand. Are you a Sage like technology and science incubator, PopTech? Or maybe your brand is more of a disruptive Rebel similar to UK craft beer maker, Brewdog.

Each one of these models describes how people perceive your brand and what it stands for. When combined with Maslow’s Hierarchy of Needs, you can begin to tailor your brand’s messaging to speak to people’s higher spiritual and psychological motivators instead of only fulfilling their basic demands.