Here at Rexius Records, we are really dedicated when it comes to finding recipes for the magic sauce on how to “break artists” and take artists to the next level. We have read a lot, made a lot of experiments, and been thinking a lot. One of the most powerful ways and one of the most common things an artist forget, misinterpret, or doesn’t know about is branding.
Branding is such an ambiguous concept. It’s not math where you know when you have the right answer. Still, why are you willing to pay a premium for a Coca-Cola than a Cola with grocery store branding? It’s not as simple as it tastes better.
Don’t misinterpret branding just as something visual like a logo. Clean and attractive aesthetics is a must for all artists, but a foxy design without a personality and a voice is a good-looking boat with no rudder.
As Branding nerds, the concepts of Brand Archetypes, Brand Identity, and Storytelling are the most powerful tools you can use to create a strong brand that will make you stand out through the noise of other musicians. In this article, we will talk about Brand Archetypes.
Brand Archetypes #
Now it’s time for some storytelling basics. Why do so many films seem to have the exact same characters in them? The rugged action hero with a tortured past. The quirky romantic who can’t do anything right. The wise cop drowning his sorrows in Scotch.
Carl Jung (Swiss psychiatrist) argued that humans have a “collective unconscious” or instincts that we all share. These instincts have led to the creation of the same symbols all around the world independent of each other. Symbols such as the great mother/father, the child, the hero, devil, god, wise old man, trickster… Although, there are many archetypes, some are stronger than others.
In a world with no shortage of media stimuli, brand archetypes enable artists to pin down specific imagery and ideas that they know can make a direct impact with their audience. Archetypes are enduring, tried-and-true representations of the stories we have told ourselves for centuries, and that some would even say are entrenched in human nature. You can call them a guide for meaning.
At Rexius, we like to use these archetypes in order to create great brands for our artists.
The first thing you need to do in branding is to decide which archetype that is most applicable for you. If you identify that within your market/genre, there are a lot of other artists with the same archetype, you can consciously choose another one to diversify yourself from the rest.
Creator:
| Desire: | Innovation |
| Quote: | If it can be imagined, it can be created |
| Brand Voice: | Inspirational, Daring, Provocative |
| Brand Message: | See potential everywhere and uncover originality |
| Examples: | David Bowie, Prince, Björk, Radiohead, Frank Ocean, Grimes, FKA Twigs |
| Drive: | Creation, Originality, Vision, Imagination |
| Fear: | Stagnation, Duplication, Familiarity |
| Strategy: | Inspire to unlock imagination, encourage the pursuit of originality |
Hero:
| Desire: | Mastery |
| Quote: | Where there’s a will, there’s a way |
| Brand Voice: | Strength, Competence, courage |
| Brand Message: | Be all that you can be |
| Examples: | Bruce Springsteen, Bob Marley, U2, Beyoncé, Freddie Mercury, Alicia Keys, Tupac Shakur |
| Drive: | Prove ones worth, exert mastery, competition, doing your duty, |
| Fear: | Weakness, vulnerability, wimping out |
| Strategy: | Become as strong, competent, and powerful as you are capable of being, use your strength and courage for something that makes a difference to you and the world |
Magician:
| Desire: | Power |
| Quote: | It can happen! |
| Brand Voice: | Charismatic, visionary |
| Brand Message: | Make dreams come true |
| Examples: | Lady Gaga, Elton John, Santana, Daft Punk |
| Drive: | Knowledge of fundamental laws of how the world or universe works |
| Fear: | Unanticipated negative consequences |
| Strategy: | Develop vision and live it |
Sage:
| Desire: | Understanding |
| Quote: | The truth will set you free |
| Brand Voice: | Wisdom, confidence, mastery |
| Brand Message: | Make people think |
| Examples: | Leonard Cohen, Bob Dylan, Simon & Garfunkel, Yoko Ono, Neil Young |
| Drive: | Search for truth, understand the world |
| Fear: | Being misled |
| Strategy: | Seek out information and knowledge, become self reflective |
Ruler:
| Desire: | Control |
| Quote: | Power isn’t everything. It’s the only thing |
| Brand Voice: | Responsibility, leadership |
| Brand Message: | Create order and success |
| Examples: | Jay-Z, Michael Jackson, Aretha Franklin, Queen, Madonna |
| Drive: | Control, creating success, being a leader, winning |
| Fear: | Chaos, being overthrown |
| Strategy: | Exert leadership, Take responsibility |
Innocent:
| Desire: | Safety |
| Quote: | Free to be you and me |
| Brand Voice: | Faith, Optimism, Dreamer |
| Brand Message: | Express positive and hopeful, simple ideas |
| Examples: | Taylor Swift (early career), Katy Perry, Norah Jones, Jack Johnson, Colbie Caillat, The Beach Boys |
| Drive: | Happiness |
| Fear: | Doing something wrong that will provoke punishment |
| Strategy: | Do things right |
Everyman:
| Desire: | Belonging |
| Quote: | All men and women are created equal |
| Brand Voice: | ordinary, humble, conversational, simple |
| Brand Message: | Everyone matters, just as they are |
| Examples: | Taylor Swift (+Innocent), Bruce Springsteen (hero as well), Ed Sheeran, John Mayer, Kelly Clarkson, Meghan Trainor, Sam Smith, Bruno Mars |
| Drive: | To belong, fit in, connection with others |
| Fear: | Standing out, being rejected |
| Strategy: | Develop ordinary solid virtues, the common touch, blend in |
Caregiver:
| Desire: | Service |
| Quote: | Love your neighbor as yourself |
| Brand Voice: | Compassion, generosity, kind |
| Brand Message: | Caring for and nurturing one’s dependents |
| Examples: | Dolly Parton, Stevie Wonder, Whitney Houston, John Legend, Celine Dion |
| Drive: | Protect people from harm, help others |
| Fear: | Selfishness, ingratitude |
| Strategy: | Do things for others, don’t tell people you care, show them you care |
Lover:
| Desire: | Intimacy |
| Quote: | I only have eyes for you |
| Brand Voice: | Sensual, passion, attractive, genuine, personal, honesty, vulnerability |
| Brand Message: | Being in the experiences you love |
| Examples: | Marvin Gaye, Lana Del Rey, Rihanna Barry White, Lionel Richie, Frank Sinatra, Mariah Carey, Adele |
| Drive: | Intimacy, experience pleasure, passion |
| Fear: | Being alone, unwanted, unloved, a wallflower |
| Strategy: | Become more attractive physically, emotionally, and in every other way, commit to whom and what you love, |
Jester:
| Desire: | Enjoyment |
| Quote: | If I can’t dance, I don’t want to be part of your revolution |
| Brand Voice: | playful, funny, joking |
| Brand Message: | Life is a game, experience life in the moment, one day at a time |
| Examples: | Tenacious D, Flight of the Conchords, Barenaked Ladies, The Lonely Island, LMFAO |
| Drive: | To have a great time, light up the world |
| Fear: | Boredom or being boring |
| Strategy: | Play, make jokes, be funny |
Outlaw:
| Desire: | Revolution |
| Quote: | Rules are made to be broken |
| Brand Voice: | Disruptive, Rebellious, Combative |
| Brand Message | You don’t have to settle for status quo. Demand more, go out and get it. |
| Examples: | Nirvana, Jim Morrison, Janis Joplin, Sex Pistols, Johnny Cash |
| Drive: | Liberation, Change, Righteousness, Independence |
| Fear: | Servitude, Conformity, Acceptance |
| Strategy: | Disrupt and shock |
Explorer:
| Desire: | Freedom |
| Quote: | Don’t Fence me in |
| Brand Voice: | Autonomy, ambition, be true to your own soul, express individuality and uniqueness |
| Brand Message: | Experience a better more fulfilling life |
| Examples: | Tame Impala, Fleetwood Mac, Enya, Beck, John Denver, Passenger |
| Drive: | Hit the road, going out into nature, exploring the world |
| Fear: | Getting trapped, conforming, nonbeing |
| Strategy: | journey, seek out and experience new things, escape from entrapment and boredom |
Using your brand archetype to tell a story #
For starters, it might be helpful to think of what draws so many people from different times and places to the same kinds of stories. There are three traits common to them:
- Timelessness
- Timeliness
- A psychological purpose for audiences
There have been heroes with stories that look similar to Luke Skywalker’s in every century. This is one of the trademarks of a great story: Timelessness. This alone isn’t enough, though. You need to consider what the modern version of that story is (timeliness). And last but not least, good storytelling serves a psychological function of some kind: Making people feel strong or motivated, helping them deal with fear, expressing things they wish they had in their lives, etc.
Take in mind that just because you have chosen only one archetype, that doesn’t mean only one type of story can be told about them.
One Archetype, Many Stories #
Just like with archetypes, certain types of stories are told over and over, regardless of place and time. Think for example the Ugly Duckling or the Hero Journey: Almost every generation has their own version of these stories. This is what’s called Story Patterns, and they can help you figure out an inspiring story for your own archetype. Story patterns can be divided into two categories:
- Guides: They’re based on psychological needs the audience wants to fulfil (safety, wish for adventure, growth etc).
- Warnings: They’re based on fears of what could happen as a consequence of certain actions/traits (conformity, isolation, lack of discipline etc.).
Once you’ve come up with an archetype, reflect on the stories you’re telling through it: What kind of message do you convey through your music? Do you want to inspire people to appreciate the world and their place in it? Or is it rather about showing them they are capable of growth? If so, these are guides. If, on the other hand, you want to warn them about the problems of being a conformist, or how isolating yourself can end up in self-destruction, then you’re basing your story on warnings.
This topic goes way beyond this article, but the next step you can take is to take your favourite artists or brand as case studies and see which of these things apply to them. How do they communicate? What’s their visuals look like? This will give you a better idea of how you can come up with your own archetype and story. This will be the base for all your communications and what you represent as an artist.