Last time you made a purchase, a brand archetype would have had an influence on your decision.
If you’re wondering:
“What is a brand archetype?” then this post is for you.
View this archetype as a silent storyteller who is subtly guiding your decision-making process, encouraging you to choose one brand over another.
For example:
Are you bold and daring? Enter the Outlaw brand archetype.
Are you all about having fun and living in the moment? Enter the Jester brand archetype.
As consumers, we often find ourselves drawn to certain brands, but why?
Is it the snazzy slogan or advertising copy? The attraction we feel to a certain brand is not by chance, but by design. Behind each logo or campaign is a carefully crafted brand archetype that taps into the subconscious mind.
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Who we are as people, and the personality traits we possess, have a huge impact on the purchases we make. Brands need to use this to their advantage to make sure their product/ service is marketed to us correctly.
By understanding who their customers are and the personality traits they exude, brands can build an identity that connects with customers on a deeper level.
Even in B2B, where decisions involve multiple stakeholders, knowing your brand archetype can help create messaging that connects. This is something an experienced B2B branding agency can guide you on.
In this blog, we’re exploring the 12 different brand archetypes and how businesses can leverage this knowledge for success.
What Are Brand Archetypes?
Brand archetypes are human characteristics that reflect a brand.
Inspired by Carl Jung’s archetypal psychology, these archetypes serve as universal symbols that tap into human emotions and experiences.
They help create a relatable brand personality, making it easier for consumers to connect with and understand a brand’s values and messaging.
For example, think of brands that make you feel something.
Is it your tin of Heinz baked beans, your rich tea biscuits, or your favourite perfume? The reason you love these brands so much and probably will never settle for an alternative, is that they have aligned themselves with one of the brand archetypes.
They’ve tapped into your feelings and emotions so that you connect with this brand on an emotional level. You almost feel a bond with them, a bond that transcends the usual transactional relationship and becomes something deeper.
Maybe you always buy a certain brand of perfume because it makes you feel more feminine, attractive, and appealing?
This would align with The Lover Brand Archetype, and companies in this space will craft their messaging, packaging, and image to resonate with your yearning for connection and beauty.
Examples of common brand archetypes include the Hero, the Explorer, the Lover (mentioned above), and the Jester, each representing distinct traits and motivations that resonate with specific target audiences.
There are 12 brand archetypes which we’re exploring further in the post.
Brand Archetypes vs Marketing Archetypes
Marketing archetypes and brand archetypes are related concepts, but are not exactly the same.
Brand archetypes are used to personify a brand as a character that aligns with specific, universal traits that resonate deeply with consumers. They help to build brand loyalty, as customers can see themselves in the brand.
They help in shaping the identity, values, and personality of a brand, allowing it to connect more deeply and emotionally with its target audience.
On the other hand, marketing archetypes are the application of brand archetypes in specific marketing strategies and/ or campaigns.
While the foundational archetype might inform the overarching identity of the brand, marketing archetypes adjust how these characteristics are presented in marketing activities to appeal to particular segments of the market.
For example:
A brand might generally align with The Caregiver archetype but lean into aspects of The Hero in a campaign promoting its commitment to overcoming challenges.
To ensure these archetypes fit within a larger framework, it’s crucial to develop a strong brand strategy.
Human Emotion and Brand Archetypes
Every human has desires, whether that’s to be outspoken, rebellious, nurturing, or adventurous.
These desires are deeply rooted, and we weren’t taught to want them – we just do.
They’re instinctive and innate, and they influence why consumers connect better with certain brands.
When a brand aligns itself with a specific archetype, it taps into emotions associated with that particular brand archetype.
For example:
Someone with a desire for rebellion might find their expression through the Ruler or Outlaw brand archetypes.
Below, we’re outlining different human desires and the brand archetype that matches with each:
- Liberation > The Outlaw
- Power > The Magician
- Mastery > The Hero
- Intimacy > The Lover
- Enjoyment > The Jester
- Belonging > The Everyman
- Service > The Caregiver
- Control > The Ruler
- Innovation > The Creator
- Safety > The Innocent
- Understanding > The Sage
- Freedom > The Explorer
As we’re all different, each of our desires will be different. Whilst I might strive for freedom (The Explorer), you might strive for mastery (The Hero).
It is the job of brands to work out which brand archetype aligns with their ideal audience, so that they can build a brand identity and carefully consider how to name a brand around those traits.
Why Are Brand Archetypes Important?
Now that we’ve answered ‘what are brand archetypes, ‘ it’s time to understand their role in branding and why they’re important.
If brands understand what behaviours or feelings their target audience is looking for, they can use archetypes to shape their brand so that it speaks directly to these people.
You can use your brand archetype to create brand consistency across your touchpoints, helping to reinforce an emotional connection and build long-term loyalty.
Aligning your brand to an archetype is important for two main reasons:
- Connecting on a deeper level: Customers have SO many brands to choose from when they come to buy anything. To make sure your product/ service is more than just a commodity, you need to leverage brand archetypes so that customers relate to your brand on an emotional level.
- Standing out in the market: There are lots of companies offering your customers the same thing as you. By aligning your brand to a specific archetype, however, you can better understand your customers’ personalities and create unique and memorable campaigns that stick in their minds.
When you think about the desires linked to brand archetypes (listed above), you will probably recognise them in people around you.
For instance, is there someone at work who is always loud and outspoken?
Have you got a curious friend who looks into every little detail and always wants to know more?
Whatever the case, you will see these personalities time and time again, and as a human, it helps you either connect with these people or avoid them.
As a brand, this is highly important, as you need to position your brand correctly to make sure people connect to it (not avoid it). Of course, not everyone is going to connect to your brand, but as long as your target audience does, that’s your priority.
Going back to people, not everyone you meet is going to be someone you want to spend time with. Some personalities simply won’t gel with yours, and that’s ok.
The same concept applies to brands, so it’s about identifying who you want to connect with and then crafting your brand to match.
Connecting Brand Archetypes with Brand Architecture
While brand archetypes shape the emotional connection between your brand and its audience, your brand architecture keeps this connection consistent across your entire brand portfolio.
Aligning your brand archetype with a clear brand hierarchy strengthens your overall identity, making sure that each sub-brand and product supports your archetype and reinforces a unified message across your offering.
Brand Archetype Wheel
Below shows the brand archetype wheel, which visually demonstrates the 12 different brand archetypes.
Before we delve into these in more detail below, this wheel gives you an overview of what desires are linked with each, along with some brand archetype examples.
For instance, anyone familiar with Red Bull will know this signifies liberation, which is why it falls into The Outlaw Brand Archetype.
Having this insight allows you to choose which of the 12 archetypes your brand specifically resonates with so you can start crafting your messaging to suit.
The 12 Brand Archetypes
There are 12 brand archetypes for you to consider, which we’re exploring below.
For each brand archetype, we’re listing its:
- Desire
- Branding style
- Traits
- Fears
- Examples of this brand archetype
And of course we’ll be telling you how you can use brand archetypes as part of your overall brand strategy.
With this knowledge, you can hopefully pinpoint which archetype your audience is most suited to.
If you’re stuck at step 1 and you’re struggling to define your target audience, then download our free customer persona worksheet.
This helps you explore each and every aspect of your target audience so you know exactly who you want to buy your product or service.
Once you’ve completed this, you’re ready to look at the brand archetypes listed below.
The Outlaw Brand Archetype
Going back to your colleague who is outspoken and always ready to challenge the norm, this depicts The Outlaw Brand Archetype.
These individuals do not follow the status quo as they make their own rules.
They’re prepared to use more disruptive and destructive ways of achieving their goals and they hate conformity.
Whilst they are good at their core, anger is a big motivation and this can often become the most dominant emotion.
Desire: Revolution
Branding style: Bold, disruptive, shocking to go against the norm
Traits: Change, disruptive, liberator, confrontational
Fears: Uniformity, conformity, rules, rigidity
Examples of this brand archetype: MTV, Red Bull, Urban Outfitters, Diesel
How to apply the Outlaw Brand Archetype strategy:
To engage customers with the Outlaw brand archetype, you need to show that your brand also shares the perspective of the Outlaw (i.e rejecting authority, conformity, and anything mainstream).
This means actively challenging societal norms and disrupting everyday habits in your branding and marketing campaigns.
When communicating with this audience, don’t use formal language but instead, opt for a carefree approach and show some attitude. This should be reflected in all visual elements such as the company logo, slogan, and packaging.
The Creator Brand Archetype
The Creator Brand Archetype embodies originality, innovation, vision, and a passion for self-expression.
Individuals in this archetype are innovators, and they want to push the possibilities of creativity and design, whilst encouraging others to do the same.
They believe that if you can imagine it, it can be made possible. However, they are usually restricted by their own desire for absolute perfection.
Desire: Innovation
Branding style: Being original, using imagination, and doing something unique
Traits: Vision, originality, expression, creativity
Fears: Repetition, stagnation, familiarity
Examples of this brand archetype: Apple, Lego, Google, Tesla, Nintendo
How to apply the Creator Brand Archetype strategy:
To align your brand with the Creator Brand Archetype, you must demonstrate how your brand is powered by innovation, originality, and a passion for self-expression.
This starts internally as you need to build a culture of creativity within your business by focusing on your employees. This involves encouraging brainstorming and branding workshop sessions, embracing wacky and wonderful ideas.
You must then craft a brand story that highlights the journey of creation and authenticity of your products or services to show customers why you’re different.
You should also engage your audience through interactive campaigns to create a sense of collaboration and co-creation. Furthermore, showing behind-the-scenes glimpses of your creative works helps reinforce the idea of constant innovation and originality.
The Magician Brand Archetype
The Magician Brand Archetype wants to surprise and delight their audience by making their dreams come true.
Turning people’s dreams into reality is really at the core of this brand archetype, by making the impossible possible.
Ultimately, they are visionary and are regarded as deep thinkers and trusted advisors.
Desire: Power
Branding style: Wonder and mysticism, making dreams come true
Traits: Discovery, charisma, imaginative, idealistic, transformation
Fears: Boring, doubt, ignorance, repetition
Examples of this brand archetype: Walt Disney, MAC Cosmetics, Dyson, Starbucks, Apple
How to apply the Magician Brand Archetype strategy:
To apply the Magician Brand Archetype strategy, you need to invite customers into a world of wonder and excitement.
This means creating a brand narrative that shows your ability to make the impossible possible and to transcend any limitations.
Start by developing marketing campaigns that focus on the transformative impact of your offering, highlighting the magical journey customers take when engaging with your brand.
Use eye-catching visuals, mystical language, and symbolism to create a sense of awe and mystery to spark your audience’s imagination.
The Hero Brand Archetype
The Hero Brand Archetype is characterised by courage and self-sacrifice. People who fall into this archetype are those individuals you would want on your team if you were ever to go into battle!
They make it their mission to triumph over adversity, and their motivation lies in being able to prove their worth through courage and a commitment to the cause.
They meet challenges head-on, and they hold themselves to a very high regard, ensuring that they keep going until they succeed.
Desire: Mastery
Branding style: Being stronger, making the world a better place
Traits: Honesty, bravery, candidness, development
Fears: Cowardice, deterioration, incompetence
Examples of this brand archetype: Nike, Under Armour, GoPro, Duracell
How to apply the Hero Brand Archetype strategy:
The key strength of a Hero brand archetype lies in its ability to craft inspirational messaging and compelling content that resonates with customers’ aspirations, motivating them to take action.
Using accomplished individuals as the face of the brand usually works well, as it establishes a relatable connection and reinforces the brand’s commitment to success.
This is represented by renowned sports brands, including the likes of Nike and Adidas, which feature high-achieving athletes such as LeBron James and David Beckham in their advertising campaigns.
The Lover Brand Archetype
The lover has a desire to be desired. They crave intimacy and have a strong liking for joyful experiences that are both sensual and nurturing.
Their main motivation lies in becoming more physically and emotionally appealing to attract the attention of others.
To accompany this, their main fears are being ignored, unwanted, and unloved, and they’re constantly fearful of loss. Even when they have achieved their goals, they’re still fearful and crave more desires as a result.
Desire: Intimacy
Branding style: The declaration of beauty and worth, a luxury/ VIP experience
Traits: Affection, love, closeness, intimacy, indulgence
Fears: Rejection, loneliness, invisibility
Examples of this brand archetype: Tiffany and co, Chanel, Victoria’s Secret, Calvin Klein, Hallmark
How to apply the Lover Brand Archetype strategy:
As a brand, you need to conjure feelings of attractiveness, passion, and intimacy for your audience.
Communication and messaging should use sensual language and tone, creating an experience that appeals to the Lover’s affinity for pleasure through sight, sound, smell, or touch.
The colour red, known for its association with passion, can be an effective choice when trying to resonate with this brand archetype, so it’s wise to weave this through different advertising campaigns.
Want to know more about what different colours mean in branding? Find out more about choosing your brand colour palette here.
To be successful, brands should also focus on creating messages that not only foster a sense of love from others but also encourage self-love. By emphasising the importance of love in different relationships, brands can resonate more deeply with this type of audience.
The Jester Brand Archetype
Think of someone in your life who is always up for a good time.
When everyone else is down, maybe because of work or just life’s usual daily stresses, this person always manages to see the good in every situation and is a great pick-me-up.
This is an example of someone who fits the Jester Brand Archetype.
Their glass is always half full, and not only are they upbeat themselves, but they see it as their responsibility to uplift everyone around them, too.
They’re quite child-like, and they’ll continue this nature long after their friends have grown up and become more serious.
Desire: Fun
Branding style: Humour, entertainment, and living in the moment
Traits: Happiness, laughter, belonging, positivity
Fears: Boredom, negativity, loneliness
Examples of this brand archetype: Nickelodeon, Dollar Shave Club, Old Spice, Skittles, Dennys
How to apply the Jester Brand Archetype strategy:
The Jester brand archetype is perfect for brands in the entertainment industry, or any brand, in fact, that wants to associate itself with the idea of having a good time.
For example, theme parks or kids’ activities as they’re create a sense of happiness and playfulness.
When used correctly and in the right context, this archetype can be a great way for brands to solidify themselves not only in the minds of their customers but in their hearts too.
Everyone loves to laugh, and when the timing is right, this becomes a powerful strategy for building a memorable and loving brand identity.
The Everyman Brand Archetype
This brand archetype is characterised by its relatability and down-to-earth nature, creating a sense of belonging.
Above everything, they want to fit in, belong, and feel accepted. They’re easy to talk to and get along with, and they don’t want to stand out in the crowd by being overly funny or overly loud.
They want to blend into society and be like everyone else. They’re usually positive, and they often agree with others to fit into the group.
They’re both easily liked and easily forgotten.
Desire: Belonging
Branding style: Creating an inclusive and welcoming environment, promoting a sense of belonging
Traits: Equality, inclusion, togetherness, connection
Fears: Isolation, exclusion, hostility
Examples of this brand archetype: IKEA, Levi’s, Toyota, Subway, Kelloggs
How to apply the Everyman Brand Archetype strategy:
Applying the Everyman brand archetype strategy involves creating a sense of belonging among your audience.
Brands based around everyday activities can effectively leverage this archetype by delivering a reassuring message that it’s perfectly acceptable to embrace normalcy without being boring.
Home or family life brands are best suited to this brand archetype as they thrive on honest and down-to-earth communication. Avoiding elitist positioning or “we’re better” messaging is essential, as this audience appreciates inclusive and relatable content.
The Caregiver Brand Archetype
These individuals are driven by the desire to protect and care for others.
Essentially, they are the ‘mum’ of your friendship group, as they usually take people under their wing, especially those who are struggling or having a hard time.
Their personality is characterised as being selfless as they’re always putting the needs of others before their own.
What’s important to note about this brand archetype is that whilst they appreciate their efforts being recognised, they don’t like to be patronised.
Desire: Service
Branding style: Doing things for the greater good, others before self
Traits: Warm, caring, reassuring, grateful, service-oriented
Fears: Neglect, blame, helplessness
Examples of this brand archetype: WWF, UNICEF, Pampers, Johnson & Johnson, Tide
How to apply the Caregiver Brand Archetype strategy:
The Caregiver Brand Archetype is best suited to brands that are dedicated to helping those in need, i.e. charities that might be helping vulnerable people.
Throughout your branding campaigns, a warm, considerate, generous, and maternal approach is needed to help create a sense of safety and protection.
Brands within the Caregiver Archetype need to show that they genuinely care about their customers and customer experience to be successful.
Essentially, it has to be obvious that the customer comes first, as this audience will be relying on the brand for help, advice, and support.
The Ruler Brand Archetype
As the name suggests, the Ruler brand archetype is associated with leadership, authority, and a sense of control, ultimately being the most dominant personality.
People who embody the Ruler archetype often demonstrate a strong and commanding presence, projecting a sense of power and influence over others.
They also carry a sense of intimidation and view themselves as being at the top of the food chain, ruling over those beneath them.
Desire: Control
Branding style: Showing dominance over others and leadership
Traits: Leadership, control, ambition, status, success
Fears: Failure, poverty, weakness
Examples of this brand archetype: Rolex, Mercedes-Benz, Hilton, Chanel, Microsoft
How to apply the Ruler Brand Archetype strategy:
To successfully apply the Ruler archetype strategy, brands must create an image of leadership and authority, which means surpassing the standard of their competitors.
A brand that embodies the Ruler archetype should also be synonymous with excellence, reliability, and a strong and unwavering commitment to quality. Maintaining high standards becomes key as this reinforces the brand’s authority and positions it as a benchmark in the industry for others to follow.
Beyond product or service quality, the Ruler archetype demands a meticulous approach to brand image and communication from visual identity to messaging.
The Innocent Brand Archetype
Individuals who align with the brand archetype tend to have a positive, optimistic view of life.
Whilst they crave safety, they ultimately want everyone around them to be happy and to share their positive approach.
They let things go easily and don’t hold grudges, fostering good relationships with those around them. They are honest and pure in nature, and they see good in people even when others fail to.
Desire: Safety
Branding style: Positive, feel-good, the promotion of wholesome values
Traits: Happiness, simplicity, honesty, positivity
Fears: Complexity, deceit, negativity
Examples of this brand archetype: Innocent Smoothies, Dove, Hello Kitty, McDonald’s, Ben & Jerry’s
How to apply the Innocent Brand Archetype strategy:
To attract the Innocent archetype, brands must invest time in building trust through straightforward, positive communication.
Negative or guilt-based messages won’t cut it, as the audience will see straight through this and will be disengaged as a result.
Therefore, brands must establish an association with safety and acknowledge inner beauty to create a meaningful connection.
By keeping messaging natural and devoid of pretension, and by focusing on simple solutions, brands will be successful with this type of audience. Prioritise honesty and transparency across your brand and make sure you resonate with those that fall under the Innocent archetype.
The Sage Brand Archetype
The Sage brand archetype is defined as a truth-seeker, dedicated to discovering new things.
Motivated by a desire to understand the world around them, they also want to share this understanding with others to enrich their lives.
As lifelong learners, they engage in deep and meaningful conversations to express their wealth of knowledge and wisdom. Rather than changing the world directly, those with this brand archetype pass on their wisdom to those who can use it for the greater good.
Desire: Freedom
Branding style: The celebration of continued learning and development
Traits: Knowledgeable, assured, wise, expert
Fears: Ignorance, inaccuracy, powerlessness
Examples of this brand archetype: National Geographic, New York Times, Harvard, University of Oxford, BBC
How to apply the Sage Brand Archetype strategy:
You need to respect the intelligence of your audience through thoughtful communication. This involves crafting messages that use more complex, higher-level vocabulary and avoiding jargon.
Audiences in this type also value factual and well-researched information, so you must meet their expectations for accuracy to be successful.
As such, you must ensure that your content is correct and accurate to avoid any challenges to its validity. Additionally, provide opportunities for your audience to delve into intellectual discussions and explore different concepts to quench their thirst for understanding and knowledge.
The Explorer Brand Archetype
As the name suggests, those with this brand archetype love to explore. They feel happiest when they are pushed out of their comfort zone, and they welcome the idea of a challenge.
However, they don’t have a big ego, and they don’t need to prove themselves to others.
Instead, their reason for taking on a new challenge is to better understand themselves by going on a journey of personal growth.
They love the freedom this brings, and as they have an innate adventurous spirit.
Desire: Freedom
Branding style: The celebration of continued learning and development
Traits: Liberation, independence, exploration, adventure-seeking, curiosity
Fears: Confinement, predictability, routine, stagnation, missed opportunities
Examples of this brand archetype: Patagonia, The North Face, NASA, Airbnb, Jeep
How to apply the The Explorer Brand Archetype strategy:
As a brand appealing to the explorer, you need to challenge the confirmation – the same way they do.
Your brand messaging should emphasise and celebrate the spirit of adventure and the excitement that can be found in exploring the outdoors, as this is positioned as the land of the free.
Craft a brand narrative that invites consumers to embark on a journey of discovery, framing your products or services as tools for exploration and new experiences.
You should use visuals that build a sense of freedom, appealing to the innate desire for independence. To connect with customers on a deeper level, encourage user-generated content and testimonials that show real-life adventures and unique encounters with your brand.
The North Face do this really well, and it shows how the brand personifies the traits of its target audience.
Building a Winning Brand Strategy
Understanding brand archetypes is just one part of creating a successful brand.
To make sure your strategy covers every essential element, download our Brand Strategy Made Simple workbook.
It walks you through the entire process, from defining your brand’s archetype to designing an identity that builds a lasting connection with your audience.
What are Brand Archetypes? (and How to Use Them)
Learning about different brand archetypes allows you to better understand your target audience.
By recognising the emotional and psychological traits that appeal to your ideal customers, you can create more meaningful and relatable messages that you know they will be drawn to.
This goes beyond just selling a product – it builds a genuine relationship based on shared values and aspirations. When a customer feels like a brand embodies their desires, they are more likely to forge a stronger connection and be loyal.
They can see themselves in the brand, which is very powerful. Going back to the example of The Ruler, individuals who strive to be confident and achieve success will resonate with the likes of Rolex and Mercedes as they depict this image.
After reading this post, hopefully you can identify which of the archetypes your customers resonate with, so you can create targeted and compelling marketing messages.
At Canny, we help brands connect with their customers through their branding and website. To find out more about how we can help, get in touch with our team.
