What Are The 12 Brand Archetypes?
Every brand has a personality that influences how it expresses itself and creates an emotional connection with the people it serves.
People take personality tests all of the time (e.g., the Enneagram, Myers-Briggs), and brands are no different. Archetypes (or personalities) are behind every brand, whether conscious or unconscious.
Regardless of knowing your Enneagram number or four-letter acronym, you hold personal values and embody unique traits that people connect with (or not). Similarly, every company upholds values and conveys a message that hinges on a promise—what can people expect to gain?
Brands have a specific voice and value proposition that speaks to a desire in the mind of their ideal audience, but it won't resonate with everyone (and it shouldn't). Identifying which of the 12 brand archetypes your business aligns with can help clarify your communication, ensuring you speak to the right audience in a compelling way.
What Are Brand Archetypes?
Think of archetypes as personalities: Universally recognized personas that represent distinct motivations and emotions. Archetypes were studied by well-known psychiatrist Carl Jung in the early 20th century. Later, leadership consultant Carol Pearson applied Jung’s concepts to business and marketing.
What are Carl Jung's 12 archetypes?
Carl Jung introduced twelve archetypes: The Outlaw, Magician, Hero, Lover, Jester, Everyman, Ruler, Caregiver, Creator, Innocent, Sage, Explorer.
Why Are Archetypes Important for Brands?
It's no secret that psychology is used by marketers to influence consumer behavior. The better a company understands the underlying motivations for why people buy their products or services, the more successfully they can market themselves.
While small businesses can survive for a time without strategic branding, the gap is growing increasingly smaller. In order to succeed in the digital space, businesses must have a deep understanding of how they can speak to their target audience's needs, pain points, and desires.
That's where brand archetypes come in.
So, without further ado, let's explore the 12 brand archetypes.
The Outlaw/Maverick Brand Archetype
Outlaw brands speak to the mavericks and risk-takers of the world. The Outlaw brand archetype is out to break the rules and build something new from the rubble. Outlaws aren't afraid of taking drastic measures to bring about societal change. They desire to challenge the status quo and refuse to conform to what's "normal." Outlaw brands thrive off the idea of leading a revolution, even (or especially) if it requires anarchy.
Outlaw brands help customers break free from conventional wisdom and think differently. If your brand falls into this category, try using dark colors balanced with colorful accents and strong typography.
Outlaw Brands: Harley Davidson, MTV, Red Bull
Promise: Revolution
Customers feel: Impulsive, thrilled, misfit
Goal: Overthrow what's not working
Strategy: Disrupt the status quo
Drawback: Disregards consequences; impulsive
Traits: Rebellious, candid, unconventional
Fears: Conformity, dependence, being powerless
Voice: Blunt
The Magician Brand Archetype
The Magician archetype creates a sense of curiosity amongst its customers. With a charismatic presentation, Magician brands promote wonder and promise transformation through their products or services. They mesmerize their audience with the possibility of dreams coming true. Magician brands create a sense of urgency by rallying people to participate in the magic on offer. Once Magicians form a loyal following, they keep them coming back for more.
Brands that fall into the Magician archetype are entertaining, futuristic, and intelligent. Bring your brand to life by implementing animations that signify transformation and using colors that pop.
Magician Brands: Disney, Dyson, TED
Promise: Transformation
Customers feel: Inspired, fascinated
Goal: To make dreams come true
Strategy: Create a unique vision
Drawback: Manipulative, dishonest
Traits: Imaginative, whimsical, inspiring
Fears: Unintended negative consequences
Voice: Persuasive
The Hero Brand Archetype
The Hero archetype is naturally determined, facing challenges head-on. They encourage people to pursue their best even if the road is paved with difficulty. Hero brands overcome adversity through self-discipline and dedication to the end result. The Hero desires to make a positive impact on the world by solving problems and enabling others to join the fight for good.
Hero brands are courageous, confident, and honorable. If this is your brand archetype, consider using bright colors (such as those seen in sports gear) paired with a bold, sans serif typeface.
Hero Brands: Nike, Marines, Duracell
Promise: Triumph
Customers feel: Empowered, motivated, capable
Goal: To improve the world
Strategy: Be strong and motivational
Drawback: Arrogance, aggression
Traits: Brave, ambitious, self-disciplined
Fears: Weakness, vulnerability
Voice: Motivational, direct
The Lover Brand Archetype
Lover brand archetypes desire to experience relational intimacy and indulge in sensual pleasure. Brands that appeal to the senses likely fall into this archetype. Don't let the name fool you; this brand archetype encompasses all types of relationships: family, friendships, spiritual, and, of course, romantic.
Ultimately, the Lover wants to develop a close connection with the people around them. Their brand message is subtle, expressed through delicate typefaces paired with pinks, reds, and greens (leaving room for the imagination).
Lover Brands: Victoria's Secret, Godiva, Hallmark
Promise: Connection
Customers feel: Excited, "turned on"
Goal: To be in relationship with others
Strategy: Become more attractive
Drawback: People-pleaser, ungrounded, shallow
Traits: Passionate, magnetic, beautiful
Fears: Rejection, loneliness
Voice: Idealistic
The Jester Brand Archetype
Jester brand archetypes are curious, fun-loving, and entertaining. If your brand is characterized as the class clown, the Jester might be your archetype. Jester brands don’t take themselves too seriously—they lighten up life with humor (sometimes at their own expense). They give people permission to be spontaneous and impulsive for the sake of a good time.
Jester brands use bright colors and creative font combinations to communicate their witty, self-deprecating humor.
Jester Brands: Old Spice, Geico, Oatly
Promise: Fun
Customers feel: Energetic, spontaneous, amused
Goal: Make people laugh
Strategy: Be playful, have fun
Drawback: Disrespectful, frivolous
Traits: Joyful, humorous, self-deprecating
Fears: Boredom or boring others
Voice: Enthusiastic
The Everyman/girl Brand Archetype
The Everyman, also known as the Citizen or Girl/Guy Next Door, is relatable, friendly, and unpretentious. It offers a broad spectrum of appeal while remaining authentic and casual. These brands promote a familial culture, inviting everyone to the table. Everyman brands make people feel at ease with an easygoing and likable personality. At the end of the day, these brands just want to "fit in."
Equality and community are core tenets of this brand archetype; often expressed through simple, down-to-earth language, welcoming imagery, and an honest atmosphere.
Everyman Brands: Budweiser, Wrangler, Discover
Promise: Belonging
Customers feel: Understood, included
Goal: To belong
Strategy: Work hard, blend in
Drawback: Conventional, weak
Traits: Humble, honest, down-to-earth
Fears: To be left out
Voice: Friendly
The Ruler Brand Archetype
Authoritative, influential, and successful are traits that characterize the Ruler archetype. This brand knows what it wants and knows how to get it. Ruler brands have admirable leadership skills and handle challenges with poise. When Rulers prosper, everyone around them benefits.
The Ruler brand aesthetic is strong, leaning towards luxurious. They want to be seen as a cool and composed authority figures. Black, white, and grey with a wide typeface are a good place to start for this brand archetype's design. Avoid anything too whimsical or "sweet."
Ruler Brands: Mercedes-Benz, Rolls Royce, Microsoft
Promise: Success
Customers feel: Admiration, stable
Goal: Create order from chaos
Strategy: Exercise authority and influence
Drawback: Authoritarian, unable to level with people
Traits: Refined, responsible, proud
Fears: Chaos, being overthrown
Voice: Assertive
The Caregiver Brand Archetype
If your brand cares for, protects, and helps others, then you are likely aligned with the Caregiver brand archetype. Caregiver brands are warm, welcoming, and treat everyone like family. Caregivers are a safe place for people to land and extend excellent customer service to their clients. Nonprofits tend to fall into this archetypal category.
Caregiver brand designs should be soft and inviting. Use a hand-lettered font and colors that are universally aesthetic.
Caregiver Brands: Campbell's, TOMS, Salvation Army
Promise: Empathy
Customers feel: Loved, cared for, secure
Goal: To help others
Strategy: Serve others
Drawback: Easily taken advantage of, taken for granted, or exploited
Traits: Compassionate, familial, helpful
Fears: Neglect, instability, selfishness
Voice: Kind
The Creator Brand Archetype
The Creator archetype desires to create something with enduring value. These brands are innovative and inspirational. They take chances and lead by example. Creators encourage self-expression and originality. Similar to the Maverick archetype, Creators are non-conformists. They don't want their creativity to be stifled by parameters or censorship.
Creator brands aren’t afraid to be different. Their motto can be summed up in Apple's tagline: "Think different." Creator brand designs are typically aesthetically pleasing, using creative fonts and unique color palettes to help them stand out.
Creator Brands: Apple, Lego, Crayola
Promise: Imagination
Customers feel: Inspired, amazed
Goal: Turn ideas into reality
Strategy: Use creativity to solve problems
Drawback: Perfectionistic, impractical, narcissistic
Traits: Creative, unique, innovative
Fears: Creative block, lost inspiration
Voice: Inspirational
The Innocent Brand Archetype
The Innocent archetype is also known as the optimist or cheerleader. They want everyone to be happy. Innocent brands are honest and light-hearted. They encourage people to see the best in themselves and the world. Innocent brands are pure, striving to be good and upright. They hold strong values and are known to be virtuous.
The motto of Innocent brands could be summed up as, “Don’t worry, be happy.” Brands in this category emanate grace and desire unity. Light tones, cursive typography, and soft edges help promote the right aesthetic for Innocent brands.
Innocent Brands: Coca-cola, Dove, McDonald's
Promise: Happiness
Customers feel: Encouraged, joyful, hopeful
Goal: To be happy
Strategy: Do the right thing
Drawback: Simplistic view of the world, naive
Traits: Optimistic, honest, good
Fears: Doing something wrong
Voice: Cheerful
The Sage Brand Archetype
The Sage archetype seeks to find the truth in all things. Unlike The Outlaw, they do not wish to change or alter the world but to understand it more deeply. Brands that identify with the Sage archetype are wise, objective, and analytical. They are perceived as thought leaders in their industries, encouraging people to learn and think for themselves.
Sage brands are very informed and people respect them for it. Sage brands use colors and fonts that promote feelings of trustworthiness and reliability.
Sage Brands: Harvard University, The New York Times
Promise: Truth
Customers feel: "In the know," educated
Goal: To understand the world
Strategy: Seek out information via research
Drawback: Overly philosophical, overthinking, too opinionated
Traits: Intelligent, analytical, trustworthy
Fears: Being wrong, outsmarted, ignorant
Voice: Authoritative
The Explorer Brand Archetype
The Explorer pioneers a pathway for its audience to experience freedom, self-discovery, and meaning in life. Most brands with this personality type are rugged, down-to-earth, in touch with nature, and wildly authentic. They are dynamic and don't fit nicely into a "box." The Explorer is a brand that takes people on an exploratory journey to self-discovery where they are free to express their individuality unapologetically.
Explorer brands are driven, untamed, and adventurous. If your brand falls into this category, pair a natural color palette with a bold, sans serif typeface.
Explorer Brands: Jeep, The North Face, REI
Promise: Freedom
Customers feel: Alive, adventurous, cultured
Goal: To experience a fulfilling life
Strategy: Take the road less traveled
Drawback: Restless, aimless wandering
Traits: Curious, ambitious, independent
Fears: Feeling trapped, inner emptiness
Voice: Excited
