Powerful brands are actually individuals with their own unique personalities.
If they weren’t, no one would be able to tell them apart from a line of products and services offering the same thing. This goes further than just reliability.
It taps into our collective subconscious by mirroring our shared human needs.
This helps us as business operators and marketers to create consumer connections that feel almost instinctual.
In 1954, Carl Jung described this phenomenon as ‘archetypes.’ These can be observed repeating across cultures and generations over the decades, helping to shape our collective human experience. From historical figures, celebrities and some of your favorite movies in Hollywood — to all across the literary pages, archetypes can be seen in our most beloved (and bemoaned) personas.
Archetypes are essentially the heart of a brand in the eyes of the consumer. So, they convey meaning that makes customers relate to them as if they actually were alive in some way.
In this post, we’ll explore the Jester archetype and its different sub-archetypes.
Keep up with our blog for further exploration of the various archetypes and how they apply to branding.
Brands Yearning To Connect With The World
While all brands seek to connect on some level with consumers, these archetypes take things to the next level.
Whether through inspiring a sense of belonging, enjoyment and intimacy, connection is the name of the game.
Their mission? Enjoy life. Their greatest fear? To be boring. Jesters stand out from the crowd through humor, playfulness, and entertaining the masses.
Boldly original, at times irreverent and mischievous, this Barketype likes to live in the moment — often championing their customers to do the same.
Humor aside, their ability to “see things differently” to reshape our perception and reframe concepts as no one else can is their true talent.
Examples of jester brands include Twix, Progressive, and old spice. This is a classic archetype which can be seen in branding across industries.
Entertainment and Fun, with a Side of Innovation: The Jester Archetype Family
The Jester archetype can be viewed from a few different angles, depending on which specific attributes are at play.
The Jester
Life is a playground for the Jester. With a penchant towards irreverence, the Jester lives fully in the moment.
Able to reframe perspectives and unafraid to speak out, the Jester can challenge convention in refreshing and surprising ways. The challenge facing the Jester is that of being too insensitive or insolent.
Real-World Example: GEICO Real service, real savings
The Entertainer
Catering to an audience, the Entertainer is playful and loves putting on a good show.
Quick-witted and highly adaptable, the Entertainer needs constant feedback and adaptation to keep entertainment stimulating.
Real-World Example: Nickelodeon Nick-Nick-Nick-Nick-Nick-Nick-Nick-Nickelodeon!
The Clown
Similar in nature to satire, the Clown hides behind a mask to distance itself from serious or taboo topics to explore them.
Highlighting the absurd in this way allows the Clown to poke fun and entertain at the same time.
This sub-archetype is prone to exaggeration and drama to make others laugh. While some people will appreciate the outlandish and subversive nature of the clown, others might find it offputting.
Real-World Example: Skittles Taste the rainbow
The Provocateur
The Provocateur may be controversial and polarizing, but does so with the charm and finesse that makes it a Jester subarketype.
Of course, the challenge for Provocateurs is to not come off as rude and offensive. But as a natural communicator and with an in-your-face mentality, the Provocateur stirs up change, often through satire and metaphors.
Real-World Example: The Onion Tu stultus es [that’s latin for “you are dumb”]; American’s Finest News Source.
The Shapeshifter
A chameleon, the Shapeshifter is able to navigate all types of situations and levels of consciousness. Challenging others to question assumptions, they often serve as a catalyst to help others see things differently.
The weakness for the Shapeshifter is the inherent instability that comes with being so adaptable and surprising.
Real-World Example: Cirque Du Soleil The mission of Cirque du Soleil is to invoke the imagination, provoke the senses and evoke the emotions of people around the world.
Marketing for Jester Brands
Always entertaining, the Jester’s ability to think outside the box inspires us on an innate level. Jester brand marketing draws on the consumer’s desire to connect with their inner child, and have fun!
Brand Messaging
- Lively, enthusiastic brand voice
- At times features irreverent, even bizarre humor
- Reminders to appreciate life
- Playful and entertaining overall
Common Brand Colors
- Orange: Friendly, Bold, Confidence, Success, Courage, Stimulation, Fascination, Happiness, Creativity, Enthusiasm
- Red: Love, Power, Excitement, Boldness, Youthful, Passion, Energy, Heat, Strength, Desire, Sensuality, Intensity, Speed
- Yellow: Happiness, Warmth, Optimism, Clarity, Competence, Bright, Sunny, Energy, Joy, Enthusiasm, Enlightenment
From color palettes to typography and imagery, honing in on your brand’s ‘voice’ will both accent and inform all of your decisions when it comes to messaging and presentation.
The Evolution of Jester Brands
There are different levels to be achieved in a given archetype, depending on the strength of the displayed persona, and the brand’s evolution.
The general rule of thumb being, the higher level attained, the more success and wider net that can be cast to attract consumers.
Level 1: Life is a game, and we’re all just playing in it. At level one, the only important thing is to have fun!
Level 2: Level two is more advanced. Here, the Jester is expressed by combining fun with resourcefulness and intelligence (resulting in things like practical jokes, or finding ways to get around rules). This is where cleverness and innovation is developed.
Level 3: At the highest level, the Jester knows that life is lived in the moment. If all we have is today, we should live each day to the fullest. Just when you think you have them all figured out, they’ll do something that surprises you.
Is Your Brand A Jester?
If this post resonates with you and your company’s mission and values, it’s entirely possible!
Many brands possess archetypal qualities within their messaging that they’re often entirely unaware of.
This is because brand storytelling is far from a new art form, but it is more and more essential to achieve success in a highly competitive marketplace.
So, learn it. Know where your brand falls in this spectrum. And use it to establish marketing guidelines and company operations at a cultural level.
To start, ask yourself these questions:
- Which archetype do your competitors most resemble?
- Which archetypes do your customers resemble?
- What drives them (customers and competitors)?
- How can your brand do things differently from your competitors?
- What role does your brand play in customers’ lives?
Then, look within.
- What is your team culture like? (their personalities, interests, etc.)
- What motivates team members to come in for work?
- What are your company values?
Final Thoughts on the Jester Archetype
As you can see, there is so much possibility within this archetype. It can be a great way to make your brand stand out, which is especially important in today’s environment, where one viral moment can build an entire business.
This is why we see the growing prevalence of unhinged social media marketing. Many of the brands that leverage this use a trickster or jester as a mascot to garner attention for their offerings.
One well-known example of this is Duolingo. Some love the antics of their chronically online and unhinged owl mascot, while others find it offensive and obnoxious.
If you want to learn more about unhinged social media marketing, as well as its pros and cons, take a look at our blog post on the subject.
What do you think? Are you a fan of the jester archetype? What are some of your favorite brands that make use of it for branding and marketing? Comment below.
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