If a classic film or television character were The Jester brand archetype, who would it be?
We marketers use brand archetypes to help create differentiation for your brand within your category. And to tap into the universal needs of your audience. There are 12 widely acknowledged archetypes and as you can imagine, each have their own distinct voice, message and life purpose.
In the first of my brand archetype pocket profiles, I'm shining a light on The Jester. The most humorous, irreverent, original, fun-loving, and optimistic of all the archetypes. Their philosophy is, "If I can't dance, I'm not part of it" and they believe we're all here for a good time, not a long time. The Jester does not necessarily seek to resolve problems, rather, they offer a fresh perspective. They bring everyone together and highly value joy.
Which is why Phoebe Buffay from Friends is the ultimate Jester. She's playful, she's original and proactively seeks to make others feel good. Read on for the ten signs that your personal or business brand might also be a Jester brand:
~ You fear being bored or perceived as boring. You'd much prefer to be known as fun-loving, playful and optimistic.
~ One of your most asked questions is, "Why?" You have an insatiable curiosity, but are often too distracted to truly hear the answer!
~ You seek joy at every turn. And when you find it, you share it with the world.
~ You just want everyone to belong and get along. You LOVE to facilitate community and connection - for all.
~ You don't have expensive taste. You want to be accessible to all, regardless of their income. But you always deliver exceptional value for money.
~ You don't have time for an inflated sense of ego. You're confident, but certainly not arrogant.
~ You're resilient. Criticism roll off you like water rolls off a duck's back. It would be a rare day that you didn't get off the mat after being smacked down.
~ You love playing games. In a game of 'truth or dare', you're most likely to choose 'dare'. The more outrageous (and entertaining) the better.
~ You're a pleasure seeker. If it tastes, feels or looks good, you'll embrace it with both arms. You're the ultimate hedonist.
~ You prefer action to contemplation. Being and doing things with others energises you. You're the ultimate extrovert.
M&Ms, Snickers, Boost, Compare the Market (meerkat), Skittles, Heineken and Nando's are all Jester brands.
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