Brand Archetypes

Find out what Brand Archetype your brand should represent by doing the quiz from the button below


The 12 Brand Archetypes

“The Hero” wants to prove himself.

The hero makes the world better by being the best. A hero brand isn’t concerned with nurturing, it’s there to challenge you. If you want to rise to the occasion, you’re going to need a hero’s help.

The U.S. Army is the ultimate example of a hero archetype. Think of the recruitment commercials you’ve seen with troops jumping out of helicopters, running through training courses and protecting the country. Does any of that resemble your day-to-day? Of course not. It’s not supposed to. It’s designed to compel you to “answer the call.”

“The Sage” Always seeking the truth.

To a sage, wisdom is the key to success. Everything else is secondary to the pursuit of knowledge. Though this brand might give you the warm and fuzzies, and they don’t enrapture you in a fantasy world like Disney, a sage commands respect by illustrating brilliance.

Harvard is a Sage. The academic environment is one of the most revered in the world, boasting an alumni list that includes eight U.S. presidents, 21 Nobel laureates and Mark Zuckerberg (sort of). Another example of a Sage Archetype is Audi.

“The JESTER” lives in the moment.

Humour, silliness, and nonsense are all in a jester’s toolkit. The goal of a jester brand is to make you smile with light-hearted fun.
The Old Spice Man is an all-time favourite ad campaign and the perfect example of a jester archetype. Some male consumers react well to hyper-masculine branding, while others don’t. By making a joke out of these super manly brands, Old Spice appeal to both sides.Tab Content

“The Innocent” make dreams come true.

The Innocent is forever optimistic who always sees the best in everyone and in life. Purity is at the heart of every action, and as a result the Innocent believes in redemption and lacks guile. Free of corruption, the Innocent seeks the promise of paradise.

This brand archetype is associated with simple pleasures and wholesomeness. With our busy lifestyles, we are attracted to the focus on simplicity. For prime examples of the Innocent archetype, look no further than Dorothy from the Wizard of Oz, Ronald McDonald, Real Simple magazine, and Coca-Cola.

“The Outlaw” seeks revolution.

The outlaw isn’t afraid. Where the innocent touches the part of you that loved snack time in kindergarten, the outlaw archetype appeals to the part of you that cut classes in high school.

Building a cult following like Apple is the ultimate goal of an outlaw brand. Remember those old iPod commercials where monochromatic figures had the times of their lives dancing? That ad doesn’t tell you to stand in a crowd or passively attend a concert. It tells you to be yourself, to dance whenever you like, and to do it with Apple. If you think Apple doesn’t have a cult following, consider this: Did people wait in line for hours when the Galaxy S10 was released?

“The LOVER” makes you theirs.

Passion, pleasure, and sensuality are keys to the lover’s heart. A lover brand wants you to associate them with the intimate moments in your life. What do you buy to celebrate? How do you indulge your significant other? Chances are, you’re buying from a lover brand.

Think of Godiva Chocolate ads. Do they ever make you think about your health, your finances or your future? No. Godiva seduces you. It shows off its richness and creaminess

“The EXPLORER” breaks free.

Freedom is the top priority for an explorer. Where other brands might try to help you build a home, these brands want to get you out of it.
Subaru is the classic fit for this archetype. The company doesn’t sell cars based on luxury or comfort – instead, freedom is the focus. Blizzard? No problem. Subaru lets you decide where you’re going, no matter the circumstance –You’re free.

“The RULER” wants absolute power.

Luxury and exclusivity – A ruler brand is a gatekeeper. Perception as high-quality and expensive is critical, so product categories that fall under this umbrella include jewelry and high-end vehicles.
Do you buy a Mercedes-Benz because of its crash-test rating? No. That quietly understood value is what a ruler brand sells.

“The CAREGIVER” nurtures you.

The caregiver is benevolent and just wants to be there for you. Caregiver brands build trust. It’s rare to see a caregiver brand run an ad that takes a shot at their competition. They are the opposite of confrontational.
Johnson & Johnson’s tagline line is “Johnson & Johnson: A Family Company.” This is bread-and-butter for the caregiver archetype.

“The REGULAR GUY/GIRL” wants to belong.

This archetype is focused on providing something so far removed from pretentiousness that it can appeal to everyone. It is the most challenging archetype to pull off because you have to have a product that actually appeals across demographics.

Everyone drinks coffee. Not every human being, but every major demographic with the exception of small children. That’s what makes Folgers a great brand for everyone. Folgers doesn’t market to a hip crowd. They don’t brag about their high quality, all-organic coffee. They keep it simple: “The best part of waking up is Folgers in your cup.” Everyone wakes up, so everyone drinks Folgers.

“The CREATOR” craves perfection.

A creator isn’t worried about the cost of production or making things at scale. While the magician stresses vision and imagination, creators are different – they strive to create a product you can’t live without.

Lego is a great example of a creator archetype. In one of ad, Lego recreated in stunning detail the most famous sights of the world. They didn’t create some new technology. Lego used the simplest technology possible: blocks. They took this simplicity and pushed it to its most perfect extreme.

“The Magician” make dreams come true.

Magician brands don’t build you a better product or help you clean your pool better; they bring your craziest and wildest dreams to life. Disney is probably the best example of a “magical brand”. Though it is an entertainment and media company, the company offers a transformative experience. The organisation sits in a category of its own because of its vision. Your brand could be the next to create the next Disney experience!!!

Importance of brand Archetypes

We’re constantly looking for that world class campaign that will connect us to our target audience and make our service or product irreplaceable in the minds of our clients.

What we rarely realise is that connections are just relationships. If you aren’t clear about who you are, they will interest no one in you. It’s critical you understand your brand and how you should start a relationship with your customers.


In relation to your personality

How does your brand archetype relate to your own personality? It’s important to understand your brand archetype and how you will use it to connect to your potential customers.

Remember, after identifying your archetype, it’s important to build a solid brand identity that will be consistent across all your communications. Create your colour combination, font, style, and voice your brand will be portraying.

Picture your brand as a person

You almost need to picture your brand as a person and what they would look like in the real world. How would that person talk, how would that human dress and what personality traits will they have?

These days, you cannot rely 100% on the human connection to portray your brand. You need to let your brand communicate online as you would talk to customers about your product/service.