Think about your favorite brands — the ones you feel connected to and emotionally invested in. We’re willing to bet the brands that immediately come to mind all have one thing in common: a strong and compelling angle.
Brand archetypes are a way to find that angle. While not always needed for every brand-building project, these tools can be used to help you establish a unified direction for your organization. Rooted in the psychological work of Carl Jung, archetypes tap into something deeper by humanizing brands, exploring universal narratives and creating more meaningful connections with customers.
With that in mind, here are the 12 main archetypes for you to consider if your brand needs a sharper angle.
Understanding brand archetypes.
In a nutshell, brand archetypes are character profiles that represent distinct patterns of human behavior, values and aspirations. These archetypes are rooted in the work of world-renowned psychiatrist Carl Jung, who proposed the existence of a collective unconscious — that is, a reservoir of shared experiences, symbols and images that shape human behavior and perceptions.
Jung identified archetypes as fundamental patterns that exist in every culture, going beyond geographical and historical boundaries. These archetypes unearth deep-seated human emotions, desires and fears, and their strength lies in their ability to be immediately recognizable and resonant.
In the realm of marketing, brand archetypes serve as strategic tools for defining and communicating an organization’s identity and values. By aligning with a specific archetype, brands can tap into the unconscious, triggering an instinctive response from consumers and establishing an emotional connection.
The 12 brand archetypes.
Below is an analysis of the 12 brand archetypes — including key traits and values, example brands, and the pros and cons of each potential direction for your organization.
01 The Innocent.
- Key traits and values: purity, simplicity, optimism
- Example brands: Coca-Cola, Dove, Innocent Drinks
- Pros: trustworthy, relatable, nostalgic
- Cons: may appear naive or lack differentiation
02 The Explorer.
- Key traits and values: curiosity, freedom, desire for discovery
- Example brands: The North Face, Jeep, National Geographic
- Pros: adventurous, authentic, inspiring
- Cons: can be seen as too individualistic or restless
03 The Sage.
- Key traits and values: wisdom, knowledge, deep understanding
- Example brands: TED Talks, Google, Harvard University
- Pros: intelligent, authoritative, insightful
- Cons: may come across as aloof or lacking emotion
04 The Hero.
- Key traits and values: courage, strength, quest for triumph
- Example brands: Nike, BMW, FedEx
- Pros: inspiring, motivational, determined
- Cons: can be perceived as aggressive or overbearing
05 The Outlaw.
- Key traits and values: rebellion, nonconformity, challenging the status quo
- Example brands: Harley-Davidson, Virgin, Diesel
- Pros: edgy, rebellious, charismatic
- Cons: may alienate conservative or risk-averse consumers
06 The Magician.
- Key traits and values: transformation, creativity, power of imagination
- Example brands: Disney, Apple, Red Bull
- Pros: innovative, visionary, captivating
- Cons: may seem detached from reality or overly idealistic
07 The Lover.
- Key traits and values: passion, intimacy, pursuit of meaningful relationships
- Example brands: Victoria’s Secret, Chanel, Godiva
- Pros: sensual, romantic, emotionally appealing
- Cons: can be seen as superficial or overly indulgent
08 The Jester.
- Key traits and values: humor, spontaneity, lightheartedness
- Example brands: M&M’s, Old Spice, Skittles
- Pros: entertaining, fun, relatable
- Cons: may not be taken seriously or lack depth
09 The Everyman.
- Key traits and values: relatability, inclusivity, sense of belonging
- Example brands: IKEA, Walmart, McDonald’s
- Pros: approachable, down to earth, familiar
- Cons: may be perceived as average or unremarkable
10 The Caregiver.
- Key traits and values: compassion, nurturing, selflessness
- Example brands: Johnson & Johnson, UNICEF, Pampers
- Pros: caring, supportive, trustworthy
- Cons: can be seen as overprotective or lacking assertiveness
11 The Ruler.
- Key traits and values: authority, leadership, desire for control
- Example brands: Rolex, Mercedes-Benz, American Express
- Pros: powerful, confident, prestigious
- Cons: may appear distant or out of touch with everyday life
12 The Creator.
- Key traits and values: innovation, imagination, power of invention
- Example brands: LEGO, Adobe, Apple
- Pros: innovative, artistic, visionary
- Cons: may be seen as too abstract or less practical
Should you use brand archetypes?
Advantages of using brand archetypes in marketing.
Clarity and consistency: Brand archetypes provide a clear framework for defining your brand’s personality and values. By aligning with a specific archetype, you can establish a consistent brand identity that resonates with your target audience.
Emotional connections: Brand archetypes tap into universal narratives and evoke deep-seated emotions. By embodying an archetype, your brand can create a powerful emotional connection with consumers, fostering loyalty and trust.
Brand differentiation: In a competitive market, standing out is crucial. Archetypes offer a way to differentiate your brand by leveraging unique personality traits and values that resonate with your audience.
Brand storytelling: Archetypes provide a foundation for brand storytelling. By integrating archetype-driven narratives into your marketing, you can engage your audience on a deeper level while creating memorable experiences.
Limitations & challenges with using brand archetypes.
Overused or clichéd: Some archetypes, such as The Innocent or The Hero, may be commonly used, which could dilute your brand’s distinctiveness. To overcome this, add a unique perspective and points of differentiation.
Cultural context: Different cultures may perceive archetypes through a specific lens. With that in mind, vet your potential brand archetypes to align with the cultural values and expectations of your target audience, and consider how that scales with any future plans to enter new markets.
Flexibility and adaptability: Archetypes provide a solid foundation, but they should not limit your brand’s evolution. Brands become more robust over time, so it’s important to ensure your archetype can adapt to cultural changes and new consumer trends.
Considerations for selecting a brand archetype.
While archetypes are a powerful marketing tool, you should consider several factors when selecting the right direction for your particular brand.
Target audience: Think about your target audience’s values, aspirations and desires. Choose an archetype that aligns with their preferences and needs to make the deepest possible connection.
Brand authenticity: Select an archetype that genuinely reflects your brand’s core values and identity. Authenticity is paramount for building trust and credibility with your audience.
Market research: Conduct market research to evaluate how well a particular archetype resonates with your target audience and whether it aligns with your competitive landscape.
Standing out while fitting in.
Paradoxically, brand archetypes offer a framework for creating a distinct brand identity. But to use these archetypes effectively, you need to align your core values and messaging with your target audience, then build a visual and verbal identity that tells the right story.
It’s also important to note that while some brand archetypes naturally align with specific industries, such as The Explorer archetype with travel or outdoor brands, you’ll need to make the archetype your own. Remember, brand archetypes are not a one-size-fits-all approach. Your brand is unique — so your archetype should be too.
