Your brand is the Jester Brand Archetype- ready to learn how to use it?
Understand the Jester Archetype:
The Jester usually acts as the life of the party, using their playfulness to brighten others’ days. Unafraid to be innovative or outspoken, this archetype lives in the moment, often using their humor to conquer the hearts and minds of others.
Sometimes the Jester’s joy hides an inner sadness, as they find themselves bored by normalcy and fear they will bore others. This can lead them to waste their lives, losing themselves in frivolity. They may also take the joke too far- insulting or offending with their attempts at humor. Their main aim is to liven up the world by spreading joy.
Every one of us can think of a Jester brand – they are entertaining and fun! They are a good fit for social event planners, and any brand that requires complete out-of-the-box thinking.
Purpose:
The Jester brand archetype, also known as the fool, trickster, entertainer, joker, clown, or comedian is born to live in the moment in full enjoyment. They aim to have a great time and lighten up the world. They want to play, make jokes, be funny, and of course, be the life of the party.
Strengths:
While often viewed as only a clown, the Jester brand archetype has many strengths. As they call us to come out and play together – to enjoy life and interaction for their own sake; they also offer faith that we can be ourselves and be accepted and adored by others. The Jester brand archetype is essentially an anarchist; laughing at the rules; and some of the most innovative and out of the box thinking companies thrive with this type of an archetype as a result.
Challenges:
Life isn’t always a party, and that is where the challenges lie for the Jester brand archetype : they fear being bored or boring and they risk frittering away their life. They may exhibit a dislike for people who take things too seriously or who take offense at their jokes.
Brand Voice:
The master of the reframe, the Jester brand archetype often allows us to laugh at situations that would ordinarily be sad or dangerous. They help us as consumers avoid the logical consequences of irresponsible, unhealthy, or even illegal behavior. It’s not an ‘accident’ that insurance companies often adopt this archetype – thoughts about the potential pitfalls that we could experience are less scary when presented to us by an expert Jester, and we appreciate them for it. Laughter is key, and the funny commercials, memes and messages create a halo effect around the product, leaving us with good feelings that transfer to our memories of the brand.
Customer and Brands:
Jester brand archetype is a good fit for high tech companies – the environment in Jester workplaces are often casual, loud, motivated by fun and spontaneity – which lends itself well to creativity. disruption, and innovation. It is an ideal archetype for brands whose function is to help people have a good time. Finally, if a company is faced with the need to differentiate from a self-important, overconfident established brand, the Jester archetype may help them as they serve as a sort of court jester (this may actually remind you of the dynamic between Burger King and McDonalds).
Pin this handy reference sheet:
Not sure you found the right archetype?
Most brands are a mix of more than one archetype – and two archetypes can be tricky but very rewarding to blend. Below you will find links to all of the archetypes so you can familiarize yourself with other descriptions and characteristics to see if there is one that feels like a better fit for you and your brand. If you are still struggling – feel free to contact me to chat and see if together we can sort out what works best for you!
