At Inssain, we know that creating a strong brand identity is essential for businesses to connect with their target audience. One effective way to achieve this is by using brand archetypes – universal, symbolic characters that represent different aspects of the human psyche. By tapping into these archetypes, businesses can create a unique brand personality that resonates with their customers.

In this blog post, we’ll explore 12 brand archetypes and provide examples of Saudi companies that fit each archetype. Our goal is to help businesses understand the different archetypes and how they can use them to create a brand identity that connects with their target audience.

Creating a strong brand identity is crucial for businesses to stand out in a crowded marketplace. By using brand archetypes, businesses can create a unique brand personality that resonates with their target audience. In this guide, we’ll explore 12 brand archetypes and provide examples of Saudi private sector companies that fit each archetype.

Mastery

1. The Hero

The Hero archetype is characterized by courage, strength, and determination. Brands that embody this archetype inspire their customers to overcome challenges and achieve greatness. Examples of Saudi private sector companies that fit the Hero archetype include Almarai, Saudi Telecom Company (STC), and Saudi Electricity Company (SEC).

2. The Magician

The Magician archetype is transformative, mysterious, and enchanting. Brands that embody this archetype offer products and services that transform their customers’ lives and create a sense of wonder and magic. Examples of Saudi private sector companies that fit the Magician archetype include Saudi Basic Industries Corporation (SABIC), Saudi Arabian Oil Company (Saudi Aramco), and ACWA Power. 

3. The Outlaw

The Outlaw archetype is rebellious, unconventional, and provocative. Brands that embody this archetype challenge the status quo and offer alternative ways of thinking and living. Examples of Saudi private sector companies that fit the Outlaw archetype include Al Jazeera Paints, SADAFCO, and Saudi Aramco.

Freedom

4. The Explorer

The Explorer archetype is adventurous, curious, and daring. Brands that embody this archetype encourage their customers to explore new territories and seek out new experiences. Examples of Saudi private sector companies that fit the Explorer archetype include Flynas, Red sea development company, and Saudi Arabian Mining Company (Ma’aden).

5. The Sage

The Sage archetype is wise, knowledgeable, and insightful. Brands that embody this archetype offer expertise and guidance to their customers and help them make informed decisions. Examples of Saudi private sector companies that fit the Sage archetype include King Abdullah University of Science and Technology (KAUST), King Faisal Specialist Hospital & Research Center (KFSHRC), and Saudi British Bank (SABB).

6. The Innocent

The Innocent archetype is characterized by purity, optimism, and trust. Brands that embody this archetype offer simple, straightforward solutions and inspire confidence in their customers. Examples of Saudi private sector companies that fit the Innocent archetype include Al Rajhi Bank, Saudi Arabian Airlines, and Saudi Telecom Company (STC).

Order

7. The Caregiver

The Caregiver archetype is characterized by compassion, nurturing, and empathy. Brands that embody this archetype prioritize their customers’ well-being and are known for their caring nature. Examples of Saudi private sector companies that fit the Caregiver archetype include Saudi German Hospitals Group, Al Nahdi Medical Company, and Abdullah Al Othaim Markets.

8. The Creator

The Creator archetype is imaginative, innovative, and visionary. Brands that embody this archetype are known for their creativity and ability to bring new ideas to life. Examples of Saudi private sector companies that fit the Creator archetype include Saudi Telecom Company (STC), Noon Store, and Dar Alarkan.

9. The Ruler

The Ruler archetype is authoritative, powerful, and influential. Brands that embody this archetype are known for their leadership and ability to make a difference in the world. Examples of Saudi private sector companies that fit the Ruler archetype include Bindawood store, Alrajhi Bank, and Saudi Basic Industries Corporation (SABIC).

Community

10. The Jester

The Jester archetype is playful, humorous, and irreverent. Brands that embody this archetype use humor and wit to connect with their customers and create a memorable experience. Examples of Saudi private sector companies that fit the Jester archetype include Al Baik, Herfy Food Services Co., and Mobily.

11. The Lover

The Lover archetype is passionate, sensual, and romantic. Brands that embody this archetype create a strong emotional connection with their customers and appeal to their desires and aspirations. Examples of Saudi private sector companies that fit the Lover archetype include Abdul Latif Jameel, Jarir Bookstore, and Saudi Arabian Oil Company (Saudi Aramco).

12. The Regular Guy/Girl

The Regular Guy/Girl archetype is down-to-earth, authentic, and relatable. Brands that embody this archetype connect with their customers on a personal level and offer products and services that are practical and useful. Examples of Saudi private sector companies that fit the Regular Guy/Girl archetype include Almarai, Saudi Telecom Company (STC), and Alrajhi Bank.

In conclusion, brand archetypes offer a powerful framework for creating a brand identity that resonates with customers. By understanding the different archetypes and how they apply to their brand, Saudi private sector companies can create a personality that reflects their values and connects with their target audience. At Inssain, we’re dedicated to helping our clients create effective branding and marketing strategies that reflect their values and connect with their customers.