by Cynthia Ferngren | Oct 19, 2021 | Branding
The 12 Brand Archetypes
So what is an archetype anyway? Archetypes are a concept originally conceived by the psychologist, Carl Jung. He used the word “Archetype” to refer to the recurring patterns found in our universal stories. He identified the themes, symbols, and imagery as part of the human psyche.
In marketing, a brand archetype is used to anchor it against something already embedded within the collective conscious and subconscious of humanity. By aligning your brand with a brand archetype, it makes it easier to connect with the hearts and minds of your audience and to build a brand that has a higher meaning to your customer.
There are 12 different archetypes. By knowing which one your brand is, it can help you in making better choices related to your brand identity, content, and strategy. Check the different archetypes out below to see how your brand stacks up.
Brand Archetype #1:
The Sage
Goal: to find the truth, help the world gain insight
Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor
Marketing niche: Help people to better understand the world, provide practical information and analysis
Branding insights: For this archetype, the message is the hero and focus, and the branding is kept clean and minimal to allow the content to be king.
Archetype examples: CNN, Google, Phillips PBS
Brand Archetype #2:
The Innocent
Goal: to be happy
Traits: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal
Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, simplicity, can be nostalgic
Branding insights: Many food brands and skincare brands leverage this archetype to connect their audience to the all-natural organic ingredients. The key with this is to focus on a natural palette and look and feel that is young, fresh and simple.
Archetype examples: Dove soap, Honest Company, Whole Foods
Brand Archetype #3:
The Explorer
Goal: to discover who you, experience a more authentic, more fulfilling life through experiences
Traits: Restless, adventurous, ambitious, individualistic, independent, pioneering, being true to one’s soul, autonomy
Marketing niche: Exciting, risk-taking, authentic
Branding insights: Brand’s that bring this archetype to life well tend to focus their messaging and imagery on experiences vs. the product itself. This allows the audience to really imagine themselves on the adventure of their lives having the ultimate experience.
Archetype examples: Red Bull, Jeep
Brand Archetype #4:
The Ruler
Goal: control, to create order, build a successful community
Traits: Leader, responsible, organized, role model, administrator
Marketing niche: Help people become more organized, restore order, create more stability and security in a chaotic world
Branding Insights: This is an aspirational brand archetype. The focus tends to be on success and position the brand as a leader and authority in their category.
Archetype examples: IBM, Microsoft, Mercedes Benz
Brand Archetype #5:
The Creator
Goal: to create something with meaning and value
Traits: Creative, imaginative, artistic, inventive, entrepreneur, non-conformist
Marketing niche: Visionary, help customers express or create, and foster their imagination
Branding Insights:Archetype examples: Lego, Sony, Crayola
Brand Archetype #6:
The Caregiver
Goal: to help others and care for others
Traits: Caring, compassion, generosity, maternal, nurturing, selfless, generous, compassionate
Marketing niche: Help people care for themselves, serve the public through health care, education or aid programs
Branding Insights: The focus of branding for this archetype should bring the values of wholesome goodness and nurturing to life.
Archetype examples: Campbell’s Soup, Johnson & Johnson, Heinz
Brand Archetype #7:
The Magician
Goal: to make dreams come true, create something truly special
Traits: finding win-win solutions, making the complex appear simple, visionary, charismatic, imaginative, idealistic, spiritual
Marketing niche: Help people transform their world, inspire change, expand consciousness
Branding Insights: Content and imagery that inspire bring this archetype to life, whether it be Apple’s “Think Different.” or Oil of Olay’s “Ageless” – they are brands that are visionary.
Archetype examples: Disney, Oil of Olay, Apple
Brand Archetype #8:
The Hero
Goal: prove one’s worth through courageous acts
Traits: Courageous, bold, honorable, strong, confident, inspirational
Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so
Branding Insights: This archetype uses inspirational imagery and content to inspire with a focus on being strong and courageous. Nike’s “Just Do It.” campaign is the quintessential example of this archetype being brought to life through branding.
Archetype examples: Nike, BMW, Duracell
Brand Archetype #9:
The Outlaw
Goal: to overturn what isn’t working, break the rules, fight authority
Traits: Rebellious, iconoclastic, wild, paving the way for change
Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions
Brand insight: The key to branding with this archetype is to leverage colors, language and design elements that will bring out the rebellious nature.
Example: Harley-Davidson, Virgin Atlantic
Brand Archetype #10:
The Lover
Goal: Intimacy and love
Traits: passion, gratitude, appreciation, and commitment, sensual, intimate, warm, idealistic
Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships
Branding insight: Branding with this archetype is all about focusing on beauty and sensuality. Brand’s that are lifestyle, fashion, and beauty related often fall into this category.
Example: Victoria’s Secret, Godiva Chocolate
Brand Archetype #11:
The Jester
Goal: to bring joy to the world
Talent: Fun, sense of humor, light-hearted, mischievous, irreverent, joy
Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous
Branding insight: They key for branding with this archetype is to focus on funny content that makes people laugh. Dollar Shave club’s famous viral videos are a great example of leveraging this archetype to create content that was light-hearted, funny and sharable.
Archetype examples: Muppets, Dollar Shave Club
Brand Archetype #12:
The Regular Guy/Girl
Goal: to belong/connect with others
Traits: Down to earth, supportive, faithful, folksy, person next door, connects with others
Drawback: Could lack a distinctive identity and blend in too much
Marketing niche: Common touch, solid virtues, gives a sense of belonging
Branding insight: The key with branding for this archetype is to use branding elements and content that is relatable, and friendly, with an approachable look and feel.
Archetype examples: Home Depot, Wendy’s, eBay
