09 Brandonian Archetypes Profile JESTER

JESTER
Archetype Profile
Your Brand Archetype
Insights.
brandonian.com
This is your Brand Archetype Profile
insights document. It captures the
essence of your Brand Archetype
and can be used as a basis for
building your future brand.
CONTENTS
From here you can flesh out your The Methodology
brand strategy further to include How we define your future brand..................3
all your future business and
Meet all the Archetypes...................................4
marketing activities.
How Archetypal Theory is applied................4
We offer workshops to take Motivational Theory...........................................5
this to the next level and
develop a thorough plan and
guidance. For more information, Meet Your Archetype
please contact us through The Jester.............................................................6
brandonian.com/workshopenquiry
Always ask: Using Your Archetype

“Are our plans being built Within business.................................................10
from our Brand Archetype

as defined in this Brand The Jester Trap
Archetype Profile?” Not being taken seriously.............................. 12
Jester Customers
What are the characteristics?........................ 13
Awaken Your Archetype

How to present a Jester brand?................... 14
What’s Next?
Tell the world...................................................... 15
Get some help................................................... 15
Copyright Statement
© Copyright Brandonian Pty Ltd – All IP, ideas,
concepts and supporting materials are the property
of Brandonian Pty Ltd.
©Brandonian P/L | All concepts presented remain copyright of Brandonian

2 www.brandonian.com
DISCOVER THE
METHODOLOGY
Exploring the direction for your
brand is based on a clearly defined
mapping methodology.
HOW WE DEFINE
YOUR FUTURE BRAND
We believe marketing is a method and consumer
buying behaviour is a science (neuro-marketing).
We developed our Brandonian system to combine
the two to make marketing a methodology.
Our Brandonian system is based on Swiss psychiatrist Carl

Jung’s theory of ‘archetypes’ or brand characters. Archetypes
allows us to define the soul of your brand and express it in
ways that tap into universal feelings and instincts we all have.
Jung stated we are all born with an understanding as to what

certain characters (archetypes) are. For example, think of a
mother figure (Caregiver). If I asked you to write a page of
descriptors as to what that means to you, you would have no trouble
filling the page and what you would write, would be very similar to
many others.
This is why we align your brand with an archetype. When we start

telling stories and using language in the context of that character, your
customers can easily connect with your brand. It feels right, they know
you get them and you no longer need to compete on price or product
features. For example, Jeep are an Explorer brand. In their marketing
they talk about all the places you can go, and show the owners away
from home, in rugged landscapes escaping and discovering new things.
Ultimately, they are selling freedom, the vehicles just enable that feeling.

MEET ALL THE ARCHETYPES
HOW ARCHETYPAL THEORY IS APPLIED

The online test you have just completed was a process of discovery, where
you had to think about what it is you are really selling and what emotional
response you want your customers to experience with your brand.
Simon Sinek said it best when he said,

‘People don’t buy what you do, they buy why you do it’.
Your brand’s emotional connection with your customers will be defined by your archetype.
You can tell your brand story from your business’s perspective as to why you created what you
have, or you will tell your brand story from a customer-focused perspective, telling them why
they need, or what they can expect from using your product or services.
For example, Mercedes Benz (Ruler) is a business whose main business focus is to produce
cars that are the best and most innovative on the market and continually demonstrate why
in all their marketing. Whereas Alfa Romeo (Lover) are selling with a customer focus, selling
customers an Italian love affair, encouraging new customers to experience the passion of
driving, to hear the engine, feel the leather and so on.
This insights document has been designed to help you, your team and any future employees
understand your archetype so you can attract the right customers and communicate your ‘why’
effectively, so your business can be seen and heard in a crowded market place.

MOTIVATIONAL THEORY
We spoke about the fact that people don’t buy Motivational theory can be refined down
what you do, they buy why you do it (Simon Sinek). to four major human drivers:
So it follows then that if you understand what motivates
1. Belonging (Generosity)
an individual, or a collective (like a target market),
then you can strategically communicate and interact 2. Independence (Self Actualisation)
in ways that are designed to trigger and leverage an 3. Stability (Control)
underlying motivation and the unconscious drivers
4. Mastery (Risk)
of your customers.
From your Brand Archetype Insights Test, we
At its core, motivation is a theoretical construct
established that the actions your business performs
used to explain behaviour. It represents the reasons
on a daily basis are the hallmarks of a Jester.
for people’s actions, desires, and needs. Motivation
can also be defined as one’s direction to behaviour, or Let us tell you more about what this means for
what causes a person to want to repeat a behaviour your brand.
and vice versa.
Life requires constant

negotiation along these poles
Stability JESTER
The Jester sits in the left
S quarter, in the section where
belonging is the underlying
Inde
Belonging
motivation behind decisions

pendence
and behaviours of your brand

B
A Jester brand allows

us to break out of our
M stereotypes into a world of
limitless possibilities, while
encouraging everyone to
M astery join in.
These are the primary tensions

faced regularly in a person’s thinking

The Jester
An element of energy and fun, overthrowing the
established way of doing things.
‘If I can’t dance, I don’t want to be part of your revolution’
Wish To live in the moment with full enjoyment

Focus To see life as a playground of opportunity
Fear Boredom or being boring
Strategy Using humour to break taboos
Trap Not being taken seriously
Purpose Laughter, joy, awakening

The Jester
The Jester archetype embodies the energies of mischief and fun as the trigger point
to leverage change. There is a serious message underneath the fun that is being
communicated in a way that does not alienate the community. Jester brands allow us
to break out of our stereotypes into a world of limitless possibilities, while encouraging
everyone to join in.
The Jester is a good brand identification, because virtually everyone is hungry for
more fun, and the Jester brand helps us to be impulsive and spontaneous.
One way Jester brands get cut through is through the ridicule of category
conventions and are openly dismissive of self-important and overconfident,
established brands.
The Jester Business:

The archetype makes enjoyment the bottom line. The Jester also helps foster
innovation in organisations by breaking up traditional categories of thinking.
The Jester Culture:

With a Jester culture there is an element of fun that can lighten the mood when
needed. The key measure of this is to be spontaneous, recapturing the playfulness we
all had as little children.
Examples of The Jester Brand:

Famous Jesters: Charlie Chaplin, Lucille Ball, Jim Carrey, Sacha Baron Cohen.
Jester brands: iSelect, Pepsi (ads poke fun at rival brand, Coke), snack foods that say
‘Lighten up on nutrition and health, and have some fun’ like M&M’s, Snickers, Ben &
Jerry’s and liquor that promises a mini-holiday like Kahlua (‘Anything Goes’).
The Jester is a promising archetype to provide identity for brands:

• Where fun, shock and double meaning will get cut through to communicate
a serious message
• Whose function helps people have a good time or get past their obstacles
• With pricing that is moderate to low
• Produced and/or sold by a company with a fun-loving, freewheeling
organisational culture
• That need to be differentiated from established brands
Entertainer | Activator | Masked
@mybrandonian hello@brandonian.com
Discover your brand at brandonian.com
© Brandonian P/L | All concepts presented remain copyright of Brandonian. DISCOVERING BRANDS
DISCOVERING BRANDS

THE EXPLORER
YOUR ARCHETYPE
Your Future Brand promises new
experiences and challenges us to
Anthem
give element
a go.ofBy
energy
tryingand fun,we
them,
overthrowing the established
create the possibility to learn way of
a little
moredoing
aboutthings.
ourselves.

MEET YOUR ARCHETYPE
The Jester encourages us to come out and ‘play’, to join with others and
share in life’s experiences
The Jester likes to see the lighter side of life and at things from a different perspective. If needed they
is always happy to do things that others wouldn’t. have a skill in being able to bend a perspective, twist
They challenge us to think about the mundane and a meaning and interpret events and people in ways
expected parts of our business and to think of new that are surprising.
ways to engage and encourage our employees and
Each of your customers, (depending on their individual
customers to interact with the brand to make that
requirements), will have varying needs that your
experience more meaningful and fun.
business will provide for them. What all of them have
The actions of a Jester brand often help others to feel in common is if they realise it consciously or not is that
important and to belong to a like minded community. they want a bit more fun in their life. We would be as
They believe that everyone is hungry for a little more bold to say that they believe that their life should be
fun in their life and have the confidence to approach fun and that there is a need for more of a balance to
with enough sensitivity to turn something ordinary into ensure their life is never mundane.
extraordinary. They provide autonomy, authenticity
Breaking rules, (or doing the unexpected) is a
and equal opportunity through emerging trends
way a Jester brand can bring a bit of fun to the lives
and technology.
of others.
A Jester joyfully lives in the moment and in doing
so brings joy to those around them. The Jester is There are three types of Jester –
motivated to play, make jokes, be funny and to look Entertainer, Activator, Masked
Relating the Jester archetype using popular characters
Entertainer – M&M’s. We all know the antics these little guys get up to. Fun is injected into everything this brand
touches with the goal to simply entertain and engage their audience.
Activator – Virgin Airlines if it be Galactic or Virgin Blue has fun through all areas of the business, from advertising,
check-in to the types of team they employ. As a brand they shine a light on what competitors aren’t delivering in
order to keep the air fair.
Masked – Cirque Du Solei. The collective interaction of the characters and their elaborate costumes keep the
audience entertained. Individual identities of the characters remains hidden, their purpose it to entertain with
experience and expertise and to change the perception of what a circus is.
Entertainer Activator Masked

USING YOUR ARCHETYPE
WITHIN YOUR BUSINESS
What is the environment you are seeking to improve?
Jester brands want to ensure everyone is enjoying life. They lighten the mood and can make
heavy or serious content fun and playful. By bending perspectives, twisting meanings
and interpreting events, Jester brands bring energy and fun into their environments.
How to stay motivated, disciplined and focused?
The Jester helps foster innovation in organisations – breaking up traditional categories

of thinking. For example, how to turn the ordinary into extraordinary by bending
perspective or twisting meanings.
Jester brands encourage their customers to enjoy the here and now, to live in the
moment. There is a promise with a Jester brand that life can be easy. It will be motivating
for all team to understand that you can make a customer’s experience with your business
not only fun but easy.

What is the ideal world for your brand to operate in?
Your ideal world is one of impulse and spontaneity to help your clients realise that life is to be lived and enjoyed
right ‘now’. The Jester reminds us that we are free to choose, whether that be a point of view, a life path or our
individual expression.
You do not want your brand to just blend in with other competitors. Ask, how can you do things differently to
ensure you are never boring? Where appropriate it should be more towards the ridiculous side where people ask
“You did what?”
Living at the edge, the Jester teeters in the spaces between ordinary time, ready to leap at any moment, to turn an
experience for a customer into something memorable. It is not really work if you enjoy it is your mantra.
Here are some ideas to combat boring in expected everyday parts of your business:
Business What is boring or How can we make it fun? Emotion

service/ mundane?
product
(process)
Instore with • The way they are Notice something nice about the customer, Surprise
customers served ask them different questions than the Intrigue
• They way they buy expected ‘how can I help you’, know what Fun
is going on in the area at the time, tell them
• The way the product
a story of the product, offer a cup of tea or a
is delivered
glass of wine, give them something to help
• The way the carry their purchase around in, what music
interaction is in store or scent is in store, run monthly instore
themes, hid little messages in draws or
on the sales paperwork.
Online • How they pick the After sales sweetner – surprise bonus Surprise
product in their delivery, sending a birthday card, Intrigue
• How they navigate pop-ups (e.g. you have looked at this page Fun
around the site a few times now you must love this table,
or book an appointment to have a chat
• The checkout
with me) fun notes about the product –
• How product is will even hold your larger friends, surprise
delivered a customer with the sales person doing
the delivery (capture for social media).
Team • Team reviews Reviews to capture what fun the team Surprise
interaction • Onboarding process member is having at work and away from Acknowledged
(culture) work. How are they enjoying life? Profile
• Team celebrations
internally the fun the team have on holidays
• Sales goals etc. What is the ritual when a new corporate
store is opened that all team can share
in? How is there a bit of fun amongst the
team that work in the various stores around
the country? add in some gamification
techniques to sales goals. Could the team
be involved in an advertising campaign?

JESTER TRAP
Not being taken seriously
Each archetype has a shadow side to their character that needs to be understood in
order to become aware, and therefore, prevent a negative brand experience for your team
or customers.
One of the biggest traps for a Jester brand is not being taken seriously (where nothing is taken
seriously, they are having too much fun). It is important to get the balance right in order to
protect against an irresponsible image and your credibility being undermined in the market.
It is interesting to note when we are thinking about getting the balance right for messaging
that a Jester brand can get away with speaking the truth to those in power and with authority.
The reason for this is that in historical times the Jester could say things to the King that others
would lose their head over. You can use this to your advantage to avoid you not being taken
seriously and to get the cut through needed to stand apart from your competitors.
Another trap is that Jester brands can be easily misunderstood if the joke or the context of the
joke is not clearly positioned or not targeted well for a specific customer. To overcome this trap
and deliver on your goal of having your audience to get past their obstacles, ensure you frame
the messaging in a way so that they are questioning their individual assumptions and beliefs.

JESTER CUSTOMERS
What are the characteristics of Jester ‘type’ customers?
Audiences in which the Jester archetype is dominant (the low hanging fruit for your brand to
market to) all have a common belief that there should be more fun and excitement in the world.
To market successfully to these customers it is important to clearly outline who you are and
what you stand for, what your values are and what difference you want to make in the world.
From here we then like to break these audiences down into two types that a Jester brand will
appeal to the most:
• The Young at Heart – While the body grows older (faster than most of us would care to admit),
there are those who have remained young at heart and seek to please and entertain their
inner child.
• The Life of the Party – Every now and then, people come along who just seem to make the
world around them more enjoyable.
“Your goal is not to do business with everyone that

wants what you have. Your goal is to do business with
people who believe what you believe.” – Simon Sinek
Young at Heart Life of the Party

These people are looking for a way They are charismatic, extroverted and
to bring a little more enjoyment and fun, and can breathe some life into just
excitement into their every day adult about any situation. People who are the
tasks, and jump at the opportunity life of the party are always looking for
to have fun while achieving what is new platforms to have fun and express
required of them. While this is quite themselves; and truly thrive in a fun
different to those who are simply and open situation. As customers, they
immature, there is innocence to their are looking to engage with like-minded
drive for simple pleasures in everyday entities that allow them to truly express
tasks, and their joy can lead them to who they are and can give them the
become strong brand advocates for lateral space to move and grow.
anyone who can fulfil their needs.

AWAKEN YOUR ARCHETYPE
How do you present a Jester Brand?
Encourage fun and create the space for innovative thinking to take place.
Jester brands make enjoyment the bottom line. With this love of life, anyway your brand can show a virtual
experience the better. Paint a picture in the minds of your audience where they can see themselves in the picture.
Jester marketing is fun – it thrives on cleverness. Ask yourself with your Jester hat on, “What is an outrageous,
clever or different way we can look at this situation?”
You end goal will be to surprise, entertain and shock so that eyes won’t glaze over when they see your ad.
Remember Jester brands act as a type of safety valve for the industry. They get away with telling more industry
truths, and can easily poke fun at smug industry leaders.
Use colours that are bright, fun and engaging. You want your material to pop wherever it is.
All imagery should be bright with lots of movement – the more outrageous the better. In particular, imagery that
depicts outdoor scenes, has lots of movement and people having fun work well. Bright patterns used as sub
graphics that have a handcrafted feel to them will help represent a personalised approach.
It’s all about entertainment, so use images and copy that will attract and hold the attention of your audience. Your
underlying message may be serious, but your conviction will always have a sense of humour that cuts through and
gets your message across. No more scare tactics, instead resonate with your audience through fun and humour
(it’s usually the witty advertising that you see going viral online and in the media).

WHAT’S NEXT?
1. Digest the information.
Read through this document and take the time to digest the information. We want you to understand and think
about all the content within this document. If you are unclear as to how you would use this information in your
business, then we are here to help.
2. Create a brand update and marketing plan.

Review your next actions, create a plan to implement your Brand Archetype Profile Insights.
3. Do you want help to expand and fully implement your Brand Archetype?
Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully
realise the potential of your new brand by articulating your purpose. By creating a unique message and language
to express your Brand Archetype, you can’t be replicated.
GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and
this Archetypes Insights document has been designed to get you started and give you something you can work
with to stand out and be heard in the crowd at price everyone can afford.
It is important to note that the process to determine the archetype most suited to your business is a four hour
workshop with your key stakeholders present. We can only partially replicate that through an online quiz.
While any archetype can be used to create a language to consistently communicate with the world, this online quiz
may not have arrived at the archetype best suited to your business. We would recommend further discussions with
one of our strategists.
Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and
archetype system because we kept seeing so many businesses just like yours, with good people in them and a
great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets
pay big dollars for to give smaller businesses the same competitive advantage.
So if you are having trouble using what you have just discovered, but can see how this thinking can really help your
business to be seen and heard and ultimately grow, we are here to help.
We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a
number of different templates that you can use straight away and build off.
We can define for you a tagline and a why statement or write some website copy with brand language capturing
your point of difference.
Just get in touch and we can chat about what will help you the most.
To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please contact us
through brandonian.com/workshopenquiry

brandonian.com

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JESTER

Always ask: Using Your Archetype

from our Brand Archetype

Awaken Your Archetype

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Our Brandonian system is based on Swiss psychiatrist Carl

Jung stated we are all born with an understanding as to what

This is why we align your brand with an archetype. When we start

©Brandonian P/L | All concepts presented remain copyright of Brandonian

HOW ARCHETYPAL THEORY IS APPLIED

Simon Sinek said it best when he said,

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Life requires constant

motivation behind decisions

and behaviours of your brand

A Jester brand allows

These are the primary tensions

©Brandonian P/L | All concepts presented remain copyright of Brandonian

‘If I can’t dance, I don’t want to be part of your revolution’

Wish To live in the moment with full enjoyment

©Brandonian P/L | All concepts presented remain copyright of Brandonian

The Jester Business:

The Jester Culture:

Examples of The Jester Brand:

The Jester is a promising archetype to provide identity for brands:

Entertainer | Activator | Masked

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Relating the Jester archetype using popular characters

Entertainer Activator Masked

©Brandonian P/L | All concepts presented remain copyright of Brandonian

What is the environment you are seeking to improve?

How to stay motivated, disciplined and focused?

The Jester helps foster innovation in organisations – breaking up traditional categories

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Business What is boring or How can we make it fun? Emotion

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

“Your goal is not to do business with everyone that

Young at Heart Life of the Party

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

2. Create a brand update and marketing plan.

GET SOME HELP

To inquire into how to successfully implement your new

©Brandonian P/L | All concepts presented remain copyright of Brandonian

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