Creating Irrational Loyalty Through Brand Archetypes


Sol Marketing’s Deb Gabor defines the 12 brand archetypes and explains how brands can use them to differentiate themselves in the market.

Washington — Irrational loyalty is the condition in which your brand’s customers are so indelibly bonded to you that they’d think they were cheating on you were they to choose a competitor. It’s a powerful force that can turn customers into brand advocates and create long-term relationships. When you align your brand with your customers’ values, desires and aspirations, and consistently deliver on you brand promise, you can earn irrational loyalty. 

Are you interested in cultivating that condition of irrational loyalty for your candy or snack brand? Look no further than the power of brand archetypes. A brand archetype is a powerful symbol or persona that resonates with your target audience. By embodying a specific archetype, you can tap into the underlying motivations and emotions of your customers, creating a connection that goes far beyond practical considerations.

Anchoring to a brand archetype can help establish a distinct and consistent identity that aligns with your customers’ values and aspirations, creating a deep emotional connection that transcends the product itself. It’s more than just a marketing tool; it’s a way to establish a long-lasting relationship with your customers that is based on trust, empathy and shared values. 

For example, if you identify with the Innocent archetype, you can build trust and security with your customers by using natural and healthy ingredients in your snacks. Or, if you identify with the Magician archetype, you can create a sense of wonder and excitement with unique and creative flavors.

In the candy and snack industries, emotional connections are particularly important because customers often make purchase decisions based on feelings and desires. By creating a brand identity that aligns with your customers, you can cultivate irrational loyalty that keeps them coming back for more.

To position your brand for long-term success, it’s essential to have a deep understanding of your target audience and a commitment to delivering on your brand promise at every touchpoint. By doing so, you can build strong relationships with your customers that go beyond rational decision making and create lasting value for your business. 

Defining The Brand Archetypes 

Which brand archetype does your brand most identify with? 

The Innocent: The Innocent brand archetype represents simplicity, nostalgia and purity. Snack and candy brands that embody this archetype might focus on natural ingredients and simplicity in their product offerings.

The Explorer: The Explorer archetype represents a desire for adventure, discovery and novelty. Snack and candy brands in this category might focus on unique and exotic flavors or textures.

The Sage: Representing wisdom, knowledge and understanding, brands in this group could focus on offering healthy snack options or educating their customers on the nutritional benefits of their products.

The Hero: The Hero archetype embodies bravery, courage and strength. Snack and candy brands might prioritize protein-rich options that give customers a boost of energy and strength.

The Outlaw: Rebellion, nonconformity, and freedom are all pillars of this archetype. Brands that focus on alternative and unconventional options, such as vegan or gluten-free items, are well-aligned with this archetype.

The Magician: The Magician archetype represents creativity, imagination and wonder. Brands that personify this archetype might emphasize unique and creative flavors or packaging, such as whimsical and colorful designs.

The Regular Guy/Girl: This archetype represents approachability, honesty and reliability and can be represented through classic and familiar flavors that customers can rely on.

The Lover: Symbolizing passion, sensuality and intimacy, brands looking to emulate this archetype might focus on indulgent and decadent flavors or packaging, such as luxury and richness.

The Jester: The Jester archetype represents humor, playfulness and enjoyment. Brands that embody this could focus on fun and playful packaging or marketing, such as silly and whimsical designs.

The Caregiver: Representing compassion, nurturing and generosity, brands in this group might focus on healthy and nourishing snack options.

The Creator: The Creator archetype is all about innovation, imagination and self-expression, and brands falling under this heading could emphasize unique and inventive options or flavors.

The Ruler: This category represents power, authority and control, with brands focusing on premium and luxurious options or packaging, such as upscale and sophisticated designs.

Embracing brand archetypes can be a powerful tool for cultivating irrational loyalty among shoppers, enabling brands to play an important role in consumers’ lives.

Contributor Info: Deb Gabor is the CEO and founder of Sol Marketing, a brand strategy consultancy. She is the author of the several books on branding and marketing and a frequent contributor and expert commentator in major news outlets. She can be reached at [email protected].