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The Secret- The Power of The 12 Brand Archetypes For Branding -Design, Architecture & Real Estate



Today we will dive deep into the world of brand archetypes and discover how they can elevate your luxury business branding plan. Here, I will aim more for the design, architecture, interior design, and real estate industries, but in any case, every business can use it for its branding plan.


Brand archetypes are essential tools for creating powerful narratives and fostering strong connections with your target audience, and it is a big part of every branding plan. It connects the brand personality and the brand's core values to the voice and tone section of the brand.

Understanding and embracing the right archetype for your business can create a compelling and resonant brand identity. In this article, we expand on the 12 brand archetypes and explain each one of them.

For each one of the industries, we will use different ways to approach this strategy.


Interior Design & Architecture -

For interior design and architecture, we will look at two perspectives: the design and structure style and the way you should talk and act with your clients. Think about it as a characteristic you must follow.


Luxury Furnishing & Decor Brands -

Here, we are looking at the picture differently, and it depends on how the brand desires to introduce itself to the world, by B2C or D2C, or maybe B2B2C (I added an explanation about each one of them at the end of this article).

Here I'll focus on brands that are more likely to choose the D2C and B2C because, in that case, your focus in branding and marketing should be directed to the consumer or potential customer. You'll need to focus on using it as a part of how you think and create the product you offer and how even the customer support and sales agents offer your products.


Real Estate Brands & Projects-

This strategy will be more dynamic and changing for the real estate industry. Every project got its characteristics, location, customers, budget, and level, which means here we will create a primary archetype for the brand, and a complementary archetype for the project, to make it more accurate and sophisticated.


The Archetypes:


The Innocent:

Fundamental Values: Purity, simplicity, nostalgia.

The Innocent archetype emphasizes timeless designs that evoke a sense of nostalgia and serenity, resonating deeply within the interior design, real estate, and architecture industries. To embody the Innocent aesthetic, professionals in these fields should prioritize using natural materials, clean lines, and neutral color palettes.

Use natural materials, clean lines, and neutral palettes to evoke feelings of innocence and purity. Offer clients an escape from the complexities of modern life through tranquil, minimalist spaces.


2. The Explorer:

Key Values: Freedom, adventure, discovery.

The Explorer archetype represents the spirit of adventure, freedom, and discovery, which can be creatively applied across the interior design, real estate, and architecture industries. Professionals in these fields can channel the Explorer ethos by embracing bold, innovative designs that inspire a sense of curiosity and liberation.

3. The Sage:

Key Values: Wisdom, knowledge, truth.

Position your brand as a design, architecture, or real estate thought leader. Offer expert guidance, educational content, and in-depth insights to help clients make informed decisions. Create spaces that promote intellectual growth and self-discovery.

The Sage archetype symbolizes wisdom, knowledge, and the pursuit of truth, which can be effectively incorporated into the interior design, real estate, and architecture industries. Professionals in these fields can embody the Sage values by positioning their brand as a thought leader and offering expert guidance, educational content, and in-depth insights to help clients make well-informed decisions.


4. The Hero:

Key Values: Courage, strength, triumph.

Showcase your brand's ability to overcome challenges and make a lasting impact on the industry. Emphasize the transformative power of your designs, architectural marvels, or real estate projects. Encourage clients to pursue greatness and leave a legacy.

The Hero archetype embodies courage, strength, and the determination to triumph, making it an inspiring concept to integrate into the interior design, real estate, and architecture industries. Professionals in these fields can showcase their brand's ability to overcome challenges and make a lasting impact by emphasizing the transformative power of their designs, architectural feats, or real estate projects.

5. The Outlaw:

Key Values: Rebellion, revolution, disruption.

Break away from traditional design norms and embrace unconventional materials, styles, and methods. Challenge the status quo and redefine luxury through innovative approaches. Offer clients an opportunity to stand out and express their individuality.

The Outlaw archetype represents a spirit of rebellion, revolution, and disruption, making it an exciting and provocative concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can break away from traditional design norms and embrace unconventional materials, styles, and methods to challenge the status quo and redefine luxury.


6. The Magician:

Key Values: Transformation, innovation, creativity.

Offer clients transformative experiences through cutting-edge design, architectural wonders, and groundbreaking real estate projects. Combine technology, sustainability, and imagination to create spaces that inspire awe and wonder.

The Magician archetype embodies transformation, innovation, and creativity, making it an inspiring and captivating concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can offer clients transformative experiences by harnessing cutting-edge design, architectural wonders, and groundbreaking real estate projects that combine technology, sustainability, and imagination.

7. The Lover:

Key Values: Passion, romance, sensuality

Design intimate, romantic spaces that evoke passion and desire. Use sensual materials, sumptuous textures, and attractive colors to create environments that cater to the emotional needs of your clientele. Build solid emotional connections through shared experiences and unforgettable moments.

The Lover archetype represents passion, romance, and sensuality, making it a compelling concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can design intimate, romantic spaces that evoke passion and desire by using sensual materials, sumptuous textures, and attractive colors to create environments that cater to the emotional needs of their clientele.

8. The Jester:

Key Values: Humor, playfulness, light-heartedness

Incorporate playful design elements, use vibrant colors, and create spaces that inspire joy and laughter. Emphasize the importance of enjoying life and not taking it too seriously. Offer clients a chance to express their inner child and find pleasure in the simple things.

The Jester archetype embodies humor, playfulness, and light-heartedness, making it a delightful concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can emphasize the importance of enjoying life and not taking it too seriously by incorporating playful design elements, using vibrant colors, and creating spaces that inspire joy and laughter.


9. The Everyman:

Key Values: Relatability, trust, authenticity

Emphasize the authenticity and relatability of your brand, showcasing your commitment to clients and their needs. Create spaces that resonate with the desires and aspirations of your target audience. Build trust through transparency, honesty, and genuine connections.

The Everyman archetype represents relatability, trust, and authenticity, making it an essential concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can emphasize the authenticity and relatability of their brand by showcasing their commitment to clients and their needs, creating spaces that resonate with the desires and aspirations of their target audience, and building trust through transparency, honesty, and genuine connections.


10. The Caregiver:

Key Values: Nurturing, support, empathy

Design spaces that promote wellness and comfort, catering to your client's physical and emotional needs.

Offer personalized services that demonstrate your commitment to their well-being. Establish a brand reputation for empathy, care, and nurturing relationships.

The Caregiver archetype embodies nurturing, support, and empathy, making it a compassionate concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can design spaces that promote wellness and comfort, catering to their client's physical and emotional needs while offering personalized services, demonstrating their commitment to clients' well-being, and establishing a brand reputation for empathy, care, and nurturing relationships.


11. The Ruler:

Key Values: Power, authority, control

Position your brand as a leader in the industry, showcasing your expertise and ability to make a significant impact. Create spaces that exude elegance, sophistication, and power. Offer clients a sense of control and prestige through exclusive designs, iconic architecture, and prime real estate.

The Ruler archetype embodies power, authority, and control, making it a commanding concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can position their brand as a leader in the industry by showcasing their expertise and ability to make a significant impact. Create spaces that exude elegance, sophistication, and power while offering clients a sense of control and prestige through exclusive designs, iconic architecture, and prime real estate.

12. The Creator:

Key Values: Imagination, innovation, self-expression

Embrace creativity and the power of self-expression in your designs, architectural projects, or real estate ventures. Encourage clients to explore their unique vision and create spaces that reflect their style. Offer one-of-a-kind experiences that push boundaries and challenge conventional wisdom.

The Creator archetype embodies imagination, innovation, and self-expression, making it an inspiring concept to incorporate into the interior design, real estate, and architecture industries. Professionals in these fields can embrace creativity and the power of self-expression in their designs, architectural projects, or real estate ventures, encouraging clients to explore their unique vision and create spaces that reflect their style while offering one-of-a-kind experiences that push boundaries and challenge conventional wisdom.


In conclusion

Understanding and leveraging the right brand archetype can enhance your luxury business's narrative and identity.

By incorporating the key traits of these archetypes into your brand messaging, visuals, and experiences, you can create a deep, emotional connection with your target audience and foster long-lasting loyalty. Developing an exemplary character can benefit a stable branding plan and a loyal audience.


Thanks for reading, I hope you enjoyed it!

For more articles, asking a question, or consultations, you can click here and leave us a message.



Like I promised:

B2C- "Business to Customer," like buying a Fendi Casa sofa in any showroom that is doesn't Fendi's showroom.

D2C- "Direct to Consumer," like buying Louis Vuitton at a Louis Vuitton store.

B2B2C- "Business to Business to Customer" means selling to a supplier that sells to retailers that sell to customers.



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