Compass does not hide the secrets of the quality and security

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The Importance of Archetypes in Branding
All archetypes have both similar and unique features. Let's take a closer look at the meaning of archetypes and give examples of brands.

Archetype Innocent
The child archetype takes us back to a carefree childhood. Bright impressions, open communication, family comfort and happy holidays. The product promises the audience joy and happiness. It offers clear and simple solutions, tells your target audience touching and endearing stories.

Often the brand is aimed at children. Examples: Kinder, Disney, "Fruit Garden". But this archetype is also focused on family values ​​in general, so a good example here is Coca-Cola.


The Innocent archetype represents a sincere and optimistic image, but the main thing is that it does not look stupid and artificial.

Archetype Seeker
This archetype values ​​freedom, courage, and resourcefulness. The archetype is based on the search for adventure and new, vivid impressions. Such a brand encourages to take a break from routine, calls to be active and try something new and interesting. It offers its target audience unexplored routes, travel life hacks, and unique experiences.

The finder is suitable for clothing, equipment and gadgets for active recreation, travel agencies, SUVs, as well as snacks and drinks for a quick bite and energy boost.


Columbia's renowned jackets and boots that can withstand the harshest weather conditions are a must for the explorer
Some brands that can also be included in this category: GoPro, Red Bull, Sportmaster, UAZ Patriot, Land Rover.

Archetype Sage (Scientist)
The Sage archetype is associated with such concepts as rationality, truth, knowledge, and self-realization. The Sage strives to both receive knowledge and give it. This archetype values ​​skills, facts, reliance on research, and tunisia phone number list proven sources. It is important for him to share expertise, publish cases, demonstrate the quality of the product, show his developments, and be among the leaders in his niche.

The archetype is well suited to educational platforms like Netology. And it matches the image of technology companies. Examples: Google, Samsung.

Corporate messenger for effective communication of teams Compass uses the image of a sage to promote its brand. For example, we run a blog in Telegram , where we share our observations on marketing and project management. Plus, we have expert columns and materials in many industry media.
of the product. We became the first corporate messenger with open source code , which is regularly checked by independent experts in the field of IT.


Archetype Jester
The jester promises the audience a fun time, entertains them, and jokes constantly. The archetype has the task of making people smile and giving them pleasant emotions. Such a brand opts for bright and memorable advertising campaigns, always surprises a little, uses humor and memes, an original presentation of the product, and loves gamification in contests and sweepstakes.