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What are Brand Archetypes?

December 5, 2019

Is this the first time you've heard the term "Brand Archetype?" Many people are unfamiliar with this term, however, it is widely used in business for brand creation. 

Having one's brand overlooked is the absolute last thing anyone wants. Your brand is the personality that drives everything you do. It describes who you are as a company and how you interact with your target audience or customers. This should represent who you are and help people remember you.

Identifying your brand archetype is an important first step in creating an identity that your audience can relate to. Being aware of the fact that the world's most successful companies have well-defined archetypes that are reflected in every area of their products including their visual design, messaging, and tone. 

Brand Archetype

A brand archetype is a way of portraying a brand – its symbols, values, behaviors, and messages – as a persona, making it more identifiable and relevant to target audiences, much like fictional characters are created according to broadly established paradigms that help us comprehend their actions.

There are 12 archetypes defined by Carl Jung, we’ll be looking at each of the types. When it comes to your brand strategy, it's crucial that you apply the following ideas and be able to integrate them into your brand's identity. 

12 Brand Archetypes by Carl Jung

The Creator

This Brand archetype is all about innovation and creativity. Nonconformists are what defines this brand in which are usually the first ones to introduce a new technology or be able to create a unique combination of features. 

The creators' purpose is to solve a problem by inventing something that did not previously exist, and they are always seeking to build and develop meaningful goods with enduring value that correspond with their ideals. Furthermore, creator brands allow customers to freely express themselves. This could be accomplished by the use of a tool, feature, or even design. Creators, by definition, appeal to creative or artistic consumers, which value self-expression, experimenting with new products, and standing out from the crowd. The majority of Creators prosper in the fields of art, design, technology, and marketing.

Examples: Lego, Crayola

The Sage

This brand archetype exists to represent knowledge, truth, and wisdom. These companies not only attempt to find useful knowledge but also to disseminate it to others.

Sage businesses' purpose is to enable individuals to change the world rather than to bring about change on their own. They are recognized as thought leaders and are often reliable sources of knowledge. The audience relies on them to understand the world surrounding them. This is why most Sage brands have a devoted following of customers who return for more information.

Sage brands abhor ambiguous content or deceptive phrases. They prefer to back up their claims with solid facts and figures. The majority of Sage trademarks are found in education, such as schools and colleges, as well as journalism and media industries.

Examples: Google, BBC

The Caregiver

The Caregiver brand persona is one of its kind, empathic, caring, and nurturing. As a result, it's a great fit for companies in healthcare, non-profits, and, of course, baby items.

The purpose of the Caregiver is to keep clients safe by making them feel secure. They frequently take on the role of a healer or a motherly figure who is looking out for your best interests. The role they play is to be compassionate and to be able to provide emotional or physical assistance through their products, services, and communications.

Examples: Johnson & Johnson, WWF

The Innocent

The Innocent brand archetype is all about absolute purity, much like nature. This brand embodies simplicity and genuineness, as well as strong moral ideals.

Innocent brands don't want to hurt anyone or anything, and they have a really positive attitude on life. Some would even go so far as to be naive. Innocent would do well in industries involving organic or natural ingredients, such as cosmetics, skincare, and food.

Examples: Dove soap, Nestle Pure life 

The Jester

The Jester Brand Archetype enjoys laughing and having fun. They don't take themselves too seriously, and they encourage the audience to laugh as well.

Its purpose is to help people come out of their shells by partying a little and letting go of anxious thoughts. Customers do not normally need to leave their comfort zone, but the Jester character will bring the fun wherever they are.

Jester brands are often incredibly charismatic; they may be found in practically any business, but the majority of Jester brands are in the food, entertainment, and everyday home niches.

Examples: Doritos, IKEA

The Magician 

The Magician Brand Archetype aspires to provide transforming experiences through fulfilling wishes.

They have the ability to transform the ordinary into the exceptional. They have the ability to transport you to a fantastical realm where your imagination is the only restriction. BrandS like Creators', place a strong emphasis on imagination and creativity. The Magician, on the other hand, is able to give experiences that are nearly spiritual and idealistic in nature, unlike other brands.

Examples: Disney, Apple

The Ruler

This brand archetype is dominant and powerful; they want to be the greatest of the best.

The capacity of Ruler brands to persuade people with authoritative personalities and rarely questioned industry experience is what distinguishes them from others. They are associated with riches and prosperity and are frequently portrayed as more masculine than others. They may be discreet, but they are noted for their perfection and meticulousness.

Rulers brands are frequently found in luxury segments ranging from automobiles and hotels to jewelry, perfumes, and watches.

Examples: Rolex, Mercedes Benz

The Hero

The Hero brand archetype represents bravery and a source of inspiration. These brands are unseen superheroes on a mission to make the world a better place to live.

They are recognized for their bravery, which is not terrifying, but they accept any difficulties that come their way. With greater objectives to motivate people to strive harder. Hero brands can be found primarily in sports, outdoor, and equipment. Because of their audacious and self-assured nature.

Examples: Nike, Duracell

The Regular Guy

This brand archetype is noted for being the everyman. All he wants is to fit in. This brand does not wish to stand out, thus it sends the idea that it is perfectly fine to be ordinary.

Contrary to other brand stereotypes, a Regular guy just wants to fit in with the rest of society. They are usually low-cost, all-inclusive, and cater to the general public rather than a small specialty market. They can be found in almost any brand, including casual wear, home decor, furniture, and food. 

Examples: Gap, eBay

The Rebel 

This brand archetype is also known as the Outlaw, and it is a rebel at heart. The Rebel brand is anti-rules and anti-conformity. They want to be free and to challenge the established quo, even if it means battle.

Have you ever wondered what distinguishes the Rebel from the Creator? They both place a premium on nonconformity and innovation. The Rebel, on the other hand, maybe more aggressive and may even go against cultural standards simply because they are bored. Rebel brands work best for brands and items that allow customers to express their unconventional personalities and wants, such as statement jewelry, tattoos, and motorcycles.

Examples: Harley Davidson, Diesel 

The Explorer

The Explorer brand archetype targets the audience’s desire to travel and discover new places, people, and worlds. 

Explorer brands aspire to be free and are continuously on the hunt for new ways to achieve their goals, even though they are rarely pleased with their current situation. Although this isn't the only approach to advertise this archetype, several Explorer brands associate it with a spirit of adventure.

Examples: Red Bull, Jeep

The Lover

This brand archetype is a true romantic. Relationships are more important than everything else, because closeness, passion, and emotional connection give them power.

Lover brands are known for emphasizing aesthetic appeal. They are proponents of all things lovely and seductive. Its purpose is to be as appealing as possible while also instilling in its audience a desire to be intimate and passionate.

Examples: Chanel, Victoria’s Secret


You should identify and comprehend your brand's dominant trait, or brand archetype when developing a brand. Your brand's identity can be given shape and direction by knowing your voice. This will assist you in developing more focused and relevant brand communications. 

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