Does your Brand give mixed signals? Discover the 12 Brand Archetypes.
This article will show you the brand archetypes to hack your audience's minds and make lasting connections.
1. The Jester
The jester is all about making the most of the present moment. It can be a perfect archetype for brands in the business of entertaining or wanting to associate themselves with good times.
They fear boredom and being lifeless.
Desire: Enjoyment, fun
Traits: Playful, optimistic, and young at heart.
Ideal industries: Kids’ entertainment, beer brands, confectionary
Examples of Brands with the Jester archetype: Old spice, M&M’s
Does your brand help people enjoy life or live in the moment? Do you have a culture that values fun? You are a jester brand
2. The Magician
The magician is about making the impossible possible and turning dreams into reality. They can take people on a transformation journey to experience unforgettable, magical moments.
They fear negativity and normality.
Desire: Power
Traits: charismatic, clever, and dynamic.
Ideal industries: Beauty, entertainment, relaxation, health and wellness
Examples of Brands with the Magician archetype: Walt Disney, MAC Cosmetics.
3. The Hero
The hero always takes courageous actions to prove their worth to themselves, so the world knows their ability.
The Hero is easily manifested through athletic brands. These brands represent or help people develop discipline, focus, and strength.
They fear weakness and negligence.
Desire: Mastery
Traits: Strong, inspirational, courageous
Ideal industries: Sports apparel, sports equipment, trade services
Examples of Brands with the Hero archetype: Nike, FedEx
Is your brand challenging people to get stronger and perform at their full potential? Is your product going to change the world? If this resonates with you, your brand may be a Hero archetype.
4. The Lover
The lover desired to be seen, loved, and desired. They are motivated to become more psychically and emotionally appealing to increase their capacity to attract others.
They fear being alone, unwanted, or unloved.
Desire: Intimacy
Traits: Attractive, lovely
Ideal industries: Fragrance, cosmetics, wine, luxury food, and travel
Examples of Brands with the Lover archetype: Chanel,
Victoria’s secret
Do you help people find or deepen relationships, or offer products that make them feel more attractive? You are likely a lover brand.
5. The Caregiver
The caregiver is a selfless personality, they are driven by the desire to protect and care for others. They take people who need care under their wings until they are strong enough to take care of themselves.
They fear selfishness and violence.
Desire: Service
Traits: protective, humble, generous
Ideal industries: Healthcare, education, hospitals, non-profits
Examples of Brands with the Caregiver archetype: UNICEF, TOMS
Do you sacrifice yourself to protect other people? If you answered yes, then your brand is a caregiver.
6. The Ruler
The ruler desires to be at the top and dominate their competitors. Maintaining power is their primary motivation, Brands that can provide the world with the security and stability we all desire are the ones who deserve to be crowned.
They fear chaos or being overthrown.
Desire: liberation
Traits: Confident, responsible
Ideal industries: Finance, hotels, formal wear
Examples of Brands with the Ruler archetype: Rolex, Mercedes Benz.
Do you sell high-status products? Are you a market leader? You are a ruler brand.
7. The Everyman/ Everywoman
This archetype believes that everyone matters. wanting nothing more than to belong and connect, they fear standing out or being different, which may lead to rejection.
They are relatively positive and strive to fit into the group.
Desire: Belonging
Traits: Friendly, authentic
Ideal industries: Home/family life, comfort foods, daily apparel
Examples of Brands with the Everyman archetype: Target, Gap, eBay, Walmart, Ikea
Does your brand help people feel comfortable being themselves? Are your products something used in everyday life? You are an Everyman/Everywoman brand.
8. The Sage
The sage follows the motto, “To breathe freedom, follow the truth.”
This archetype believes that we can make the world better by gathering reliable, factual information and sharing it with others.
Desire: Truth
Traits: Patient, logical
Ideal industries: Media/news networks, universities, research foundations
Examples of Brands with the Sage archetype: Harvard, Google
If your company’s reason for being is to seek out the truth, provide expertise or information to others, your brand is likely a Sage archetype.
9. The Outlaw
Rules are made to be broken, according to the rebel. The Outlaw has a penchant for revolution to help change the world. They prefer to do things their way and reject the status quo.
Desire: Revolution
Traits: risk-takers, progressive
Ideal industries: Body art, automobile, alternative clothing
Examples of Brands with the Outlaw Archetype: Virgin, Diesel jeans
Take a look at the products or services you offer. Is it made up of people who are at odds with society? If so, yours may be an Outlaw brand.
10. The Innocent
The innocents want everyone to be happy, positive, and free!
They walk on eggshells because they fear doing something wrong or bad.
Famous brands that use the Innocent archetype are Dove and Whole foods.
Desire: Safety
Traits: Positivite, optimistic, simple
Ideal industries: Skincare/beauty, natural/organic products
Examples of Brands with the Innocent archetype: Dove, Whole Foods.
Is the goal of your company to help people find or realize happiness? Does your company believe in the power of positive vibes? If you answered yes, your brand likely is an Innocent.
11. The Explorer
By seeking adventure, the Explorer is trying to discover who they are by exploring the world. They feel at home when they find themselves surrounded by nature.
Desire: Freedom
Traits: Curious, adventurous
Ideal industries: Automobiles, adventure travel, and equipment
Examples of Brands with the Explorer archetype: Jeep, NASA
Does your brand feel at home in the wilds of nature? Or does it help people discover new things? If you enthusiastically answered yes, you are an "explorer" brand archetype.
12. The Creator
The creators are true innovators; they pridefully stroll through their imaginative realm.
"If you can imagine it, you can create it" is their motto.
Desire: Innovation, self-expression
Traits: Creative, imaginative, Passionate
Ideal industries: Arts and design, information technology, marketing
Examples of brands with the Creative Archetype: Adobe, Apple.
Do you value beauty and quality? If your product or service allows others to express themselves, or helps foster innovation, your brand may be a Creator archetype.
