Get to know the 12 Brand Archetypes
Branding is not just about having a logo or a catchy slogan, it’s about creating a well-rounded back story. Forming your brand into a character will help people resonate deeper with it and bring more clarity and direction as to ‘who’ your brand is, how it communicates and what it aims to be.
A powerful way to do this is by using the concept of brand archetypes, or brand personalities. Originally developed by psychologist Carl Jung and later expanded by branding experts like Margaret Mark and Carol S. Pearson, these archetypes provide a framework to understand and define your brand’s personality and what character it plays in the world.
Each of the 12 archetypes represents a universal pattern of behaviour and motivation, helping brands connect with their audiences more emotionally… because people understand people.
I have aimed to make these easy to understand by adding real-world examples of celebs, pop culture characters, and brands who encapsulate each archetype well. However, they can often share the traits of other groups, so it’s good to keep in mind that there’s usually no one-only category.
1. The Innocent
Tagline: "Pure Joy, Every Day."
Celebrity: Zooey Deschanel
Character: Mickey Mouse
Brands: Dove, Disney, Coca-Cola
Values: Simplicity, optimism, purity, and goodness.
Communication Style: Gentle, uplifting messages that inspire trust and goodwill.
Innocent brands are all about simplicity, optimism, and purity. They promise happiness and a positive outlook on life. Think of Dove, which promotes natural beauty and self-esteem, or Coca-Cola, with its classic theme of happiness and togetherness.
2. The Explorer
Tagline: "Adventure Awaits."
Celebrity: Bear Grylls
Character: Indiana Jones
Brands: Jeep, The North Face, Patagonia
Values: Freedom, adventure, self-discovery, and independence.
Communication Style: Encouraging a spirit of adventure and the call to experience life to the fullest.
Explorer brands seek freedom and adventure, encouraging their audience to break away from the norm and discover new experiences. Jeep is a quintessential Explorer brand, inspiring off-road adventures and a rugged lifestyle.
3. The Sage
Tagline: "Knowledge is Power."
Celebrity: Sir David Attenborough
Character: Yoda
Brands: Google, BBC, TED talks
Values: Knowledge, truth, wisdom, and insight.
Communication Style: Informative, insightful content that positions the brand as a thought leader.
Sage brands are driven by knowledge and truth, aiming to provide valuable insights and wisdom. Google epitomises the Sage archetype by offering vast information and learning resources. BBC is also a Sage, delivering news and educational content with a focus on factual accuracy.
4. The Hero
Tagline: "Conquer Your World."
Celebrity: Dwayne "The Rock" Johnson
Character: Superman
Brands: Nike, FedEx, Adidas
Values: Courage, achievement, making the world a better place.
Communication Style: Motivational, empowering messages that inspire overcoming challenges.
Hero brands are all about courage, achievement, and making the world a better place. They inspire their audience to overcome challenges and reach their full potential. Nike, with its “Just Do It” mantra, is the ultimate Hero brand, encouraging people to strive for greatness. FedEx also fits this archetype, promising reliable and efficient delivery services.
5. The Outlaw
Tagline: "Break the Rules."
Celebrity: Lady Gaga
Character: Jack Sparrow
Brands: Harley-Davidson, Liquid Death, Virgin
Values: Rebellion, revolution, non-conformity, and freedom.
Communication Style: Bold, provocative messages that resonate with rule-breakers and free spirits.
Outlaw brands challenge the status quo and embrace rebellion. They attract those who seek to disrupt and think differently. Harley-Davidson is a prime example, with its rebellious spirit and rugged independence. Liquid Death, with its edgy and unconventional advertising, also fits this archetype.
6. The Magician
Tagline: "Make Magic Happen."
Celebrity: Walt Disney
Character: Willy Wonka
Brands: Disney, Apple, Tesla
Values: Vision, transformation, and making dreams come true.
Communication Style: A sense of wonder and a promise of transformation.
Magician brands are visionaries, creating transformative experiences and turning dreams into reality. Disney embodies the Magician archetype by creating enchanting worlds and magical experiences. Apple is another Magician, revolutionising technology and design to create innovative products.
7. The Regular Guy/Girl
Tagline: "Just Like You."
Celebrity: Jennifer Aniston
Character: Jim from The Office
Brands: IKEA, Levi’s, Walmart
Values: Belonging, humility, empathy, and relatability.
Communication Style: Straightforward, honest communication that resonates with the average person.
Also known as the Everyman, these brands are relatable, friendly, and approachable, making everyone feel included. IKEA exemplifies this archetype with its practical and affordable home solutions for everyday people.
8. The Lover
Tagline: "Passion Perfected."
Celebrity: Marilyn Monroe
Character: Pepe Le Pew
Brands: Chanel, Victoria’s Secret, Tiffany & Co.
Values: Passion, beauty, sensuality, and intimacy.
Communication Style: Evocative, passionate messages that appeal to the senses and emotions.
Lover brands focus on passion, beauty, and sensuality, aiming to create intimate and emotional connections. Chanel, with its luxurious and elegant products, epitomises the Lover archetype. Victoria’s Secret is another example, promoting romance and allure.
9. The Jester
Tagline: "Laugh More, Live More."
Celebrity: Jim Carrey
Character: Deadpool
Brands: M&Ms, Old Spice, Skittles
Values: Fun, humour, spontaneity, and irreverence.
Communication Style: Light-hearted, amusing content that makes people smile.
Jester brands bring joy, fun, and a playful attitude to their interactions. They often use humour and creativity to engage their audience. M&Ms use playful characters and humorous ads to create a fun brand image. Old Spice employs a Jester approach with its quirky and entertaining commercials.
10. The Caregiver
Tagline: "Here to Help."
Celebrity: Princess Diana
Character: Mary Poppins
Brands: Johnson & Johnson, UNICEF, Volvo
Values: Compassion, nurturing, generosity and protection.
Communication Style: Empathetic, supportive messages to connect with their audience.
Caregiver brands are compassionate, nurturing and focused on helping others. They foster trust and safety. Johnson & Johnson is a classic Caregiver brand, emphasising family health and well-being. UNICEF also fits this archetype, dedicating its efforts to the welfare of children around the world.
11. The Ruler
Tagline: "Lead with Authority."
Celebrity: Oprah Winfrey
Character: Darth Vader
Brands: Rolex, Mercedes-Benz, Microsoft
Values: Leadership, control, order, and authority.
Communication Style: Authoritative, confident messages that convey stability and reliability.
Ruler brands aspire to leadership, control, and creating order from chaos. They often project power and authority. Rolex is a Ruler brand, symbolising success and prestige. Mercedes-Benz is another, representing luxury, performance and control.
12. The Creator
Tagline: "Imagine, Create, Inspire."
Celebrity: Steve Jobs
Character: Dexter
Brands: LEGO, Adobe, Crayola, Apple
Values: Imagination, innovation, self-expression, and originality.
Communication Style: Inspiring, visionary messages that spark creativity and innovation.
Creator brands are imaginative, innovative, and dedicated to self-expression. They encourage creativity and originality. LEGO inspires creativity through its versatile building blocks. Adobe also embodies the Creator archetype, providing tools for creative professionals to express their visions.
Understanding the 12 archetypes can help you define your brand’s personality to craft a more compelling, well-rounded and convincing narrative. By aligning with an archetype, your brand can build stronger emotional connections with your audience, making your messaging more impactful and memorable. If you’re looking to refine your brand identity, consider which of these archetypes resonates most with your values and goals.
