You might also have reactions to the labels themselves, but don't get too hung up on those. These are deep behind the scenes ideas, and you never have to use the label itself anywhere if it doesn't work for you.
Uber is a strong Ruler brand -- delivered both through the control you feel when you call the car and the emotional feeling of being in the back seat (especially the black car service when they first launched).
Method is one of my favorite brands and although its bright colors may read as Creator, deep down I believe it draws from Innocent through its pure ingredients and the way it brings joy to household cleaning.
In the realm of cooking, America's Test Kitchen has completely carved out this space with its emphasis on rigorous testing and data-driven results. The Sage ethos comes through in Christopher Kimball as well.
Locally, I think PayScale has done an amazing job of building its brand through data, which illuminates insights and trends. They are so great at collecting, packaging, and promoting the rich data around pay and hiring practices.
You can see that Tesla uses very similar imagery as Olay, actually. In this case, the magic is delivered through details like the way the car doors open and the way the cars can drive themselves (via software downloads that magically appear overnight).
Locally, Crowd Cow taps into the same archetype, by making premium beef more affordable and accessible without the middleman. The sense of community is strengthened by the detail that the cow is "tipped" when all the cuts have been ordered, to ensue no waste.
Here are the 12 archetypes, all together. Here you can see that the quadrants balance each other -- the top (blue) is about stability and control, and the bottom (pink) is about change and energy. Left to right, the yellow is about community, and the green is about independence.
These underlying emotions are really important when identifying your own archetype.
I like to teach the archetypes through cars. (It's worth noting that I've placed brands according to my own impressions and perceptions throughout -- there's no database where you can look this up, and these brands may or may not be using the archetypes intentionally.)
Earlier in the week I sat in on the Purpose-Driven brands panel, and it struck me that even though all of the businesses featured had a strong sense of purpose, and were all in fashion and beauty, the emotional feeling was quite different among them.
One thing that's important to keep in mind is that certain categories have naturally strong associations -- for example, baby products tend to feel Caregiver; beauty products tend to feel Magician. It's good to be aware of this and also to explore some unexpected associations to stand out from the crowd.
Zeroing in on one can be difficult; you'll often find yourself drawn to two or three. I used to let brands combine, but over time I have come to feel that it's much stronger to align around one and be aware of the influence of others as you develop brand voice.
Block by Block is unique in that it's a partnership between the United Nations and Microsoft, who acquired Mojang, who makes Minecraft. Each of these entities had their own identities, and we wanted to balance the Ruler energy of UN and Microsoft with the Rebel spirit of Mojang in a way that felt right for Block by Block.
It also informed how we presented the projects themselves -- here, we described the transformation of a deserted market into a vibrant skate park. The quote from a youth participant *sounds* magical - he can't really believe that his ideas were made real.
We landed on Explorer, a very unique and unexpected archetype in this space, to capture this feeling of helping people suffering from chronic conditions rediscover their sense of self and fulfillment. The app takes up very little "space" in their lives, allowing them more time and energy to do the things they love to do.
This clarity also helped the team prioritize certain features like Q&A response time over, for example, developing a diabetes- related community, since the emotional feeling we wanted was actually about independence and not about community.