We have often heard people say, “Sorry, I can’t keep calm, I am a Leo”? Or better, we have scrolled through zodiacs, found traits of our personality, related to the traits mentioned and said, “See, that’s why I am so emotional, I am a Cancerian!”?
We, as humans, have been following and relating to zodiac signs since the day we googled them to fill the ‘sun sign’ section of our friends’ slambooks. These signs have become our personality symbol and sit proudly on our Instagram bios, today.
We have been branding ourselves from colours to ‘this or that’ to serial characters: ‘Are you a movie person or a book person’, ‘Mountains or Oceans’, I love to clean, I am such a Monica’. As individuals, we love to have a penchant to carve out an identity by putting a pin on an overarching trait of our personality. This way, we make it easier for others to understand us.
Brands function in the same way. Do you know what sets Zomato aside from other food delivery platforms? Branding that connects with the consumer. Social media allows Zomato to become relatable with its target audience. Zomato, with its everyday humour, pop culture references and interaction with the consumer, has created a unique yet approachable space for itself. This is a product of carefully chosen brand traits. Similarly, every other brand has an overarching trait, a ruling factor that presents itself as the very persona of the brand, the Brand Archetype.
Yep, Brand Archetype is the ‘Brand Sun Sign’.
This makes us wonder what would our ‘Brand Sun Sign’ be? Topline’s got it done for you:
Chapter 1. Fire
aka the brands who transcend Legacy
Aries, the Magician
If you have an Aries in your friend circle, then you know that they dive headfirst into even the most challenging situations. The risk-takers. Just like Aries, the brand archetype of ‘Magician’ typifies brands who are in the industry to take big risks, transform things and amaze people at the same time.
Brands: Coca Cola, M.A.C., McDonald’s
Leo, the Hero
Leos are the OGs of your gang. They stand out for their headstrong personalities. Their self-belief and courage is truly infectious. Similar to this zodiac, brands too have a ‘Hero’ archetype. This rounds up brands that rise to the challenge of inspiring courage and overcoming adversity.
Brands: Redbull, Nike, Adidas
Sagittarius, the Outlaw
Sagittarius is the rollercoaster of the group. They are the Bunny of YehJawani Hai Deewani and just like them, the Outlaw brands don’t believe in playing by the rules, either. They disrupt the existing structures to make their own place.
Brands: Netflix, Smirnoff, Diesel
Chapter 2. Earth
aka the brands providing Structure
Taurus, the Ruler
Coming to the most stubborn sun sign of the lot, Taurans. They are the Queens of your friend circle. But, they are nothing if not reliable and trustworthy – traits that this sun sign shares with the brand archetype of a Ruler. A ‘Ruler’ brand takes control, fosters stability and trust, and leads the way.
Brands: Rolex, Louis Vuitton, Mercedes
Capricorn, the Creator
Capricorns are the sharmajikibeti/beta, who you would always want in your corner. They are usually the brains of the gang, similar to the Creator. As a brand archetype, a Creator brand is hinged to creativity, discovery and innovation.
Brands: Apple, Adobe, Lego
Virgo, the Caregiver
Virgos are the nerds of your group. They are known to be caring for the people in their lives. Similarly, a Caregiver brand nurtures and wants to make people feel secure. A full-blown ‘Caregiver’ brand would be found in teaching, nursing, charities and/or restorative jobs.
Brands: Johnson & Johnson, UNICEF, Nivea
Chapter 3. Air
aka the brands that explore spirituality
Gemini, the Explorer
Perhaps one of the most controversial sun signs, Gemini is known for its force of personality. They are independent, seek freedom, and are individualistic in their outlook – traits much similar to the brand archetype of ‘Explorer’. They brave the unknown and inspire their customers to chart out newer paths for themselves.
Brands: Starbucks, Johnnie Walker, The Body Shop
Libra, the Sage
Librans are known for their penchant for balance. They are also eager to know what is happening around them, all the time. Following in on this ‘pursuit of truth’ is the ‘Sage’ archetype. They are driven by their desire for truth and want to illuminate the world with their knowledge.
Brands: Google, BBC, TED
Aquarius, the Innocent
Aquarians are your assertive folks. Nobody knows what they want, they just want a little gentler world. Enter, the ‘Innocent’ brand archetype. These brands want to sprinkle purity and joy all over this cynical world. Think Disney.
Brands: Dove, Disney, Ford
Chapter 4. Water
aka the brands that pursue connection
Cancer, the Everyman
Cancerians are the most unpretentious, down-to-earth sort of people, with whom it is easy to build a connection and they are people’s people. Just like this zodiac, the ‘Everyman’ brand archetype caters to masses and values authenticity.
Brands: KFC, Facebook, Gap
Scorpio, the Jester
Scorpions are complicated. They have got levels and are the enigma of the gang. At the same time, they are emotional, imaginative and intense. Similarly, ‘Jester’ brands help people see the lighter side of life. They think outside the box and spread creativity through joy.
Brands: M&M’s, Dominos, Cadbury
Pisces, the Lover
Pisces have feelings, well, too many feelings. But this just means they feel everything deeply and want to connect with people. Just like a lover. By ‘Lover’, we mean the brand archetype. A ‘Lover’ brand connects with people emotionally, provides experiences appealing to the senses, and makes life more special with their touch.
Brands: Chanel, Magnum, Victoria’s Secret
So many brands, with such unique traits. We have found the Brand Sun Signs now, have you found your Zodiac Brand?
Authored by Udit Joshi, Integrated Marketing Specialist at Topline Consulting Group