What are the 12 Brand Archetypes?
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What do good movies and books have in common?
They all have central characters with individual and personality traits.
This is basically what a brand archetype is, and there are 12 of them, which we will detail in this article.
A branding and a clear understanding of who you are as a company are essential. And one way to better understand who you are is by using archetypes.
Archetypes are frameworks that can be used to define a brand’s personality.
There are many different archetypes, but identifying which ones best represent your company is key to crafting an effective branding strategy.
What are the Brand Archetypes?
The 12 brand archetypes were first defined by Carl Jung and updated by marketer Margaret Mark.
These brand archetypes represent fundamental human desires and help to create an emotional bond between the customer and the brand.
Which archetype a brand falls into will depend on the products or services it offers and its brand personality.
Each brand archetype has unique values, emotions, and behaviors.
With that, understanding which brand archetype your business falls into can help you to better connect with your target audience and create a more cohesive brand identity.
What are the 12 Official Brand Archetypes?
The 12 brand archetypes are broken up into characters, here are all 12 of them.
1. The Caregiver
The Caregiver brand archetype is all about compassion, generosity, and care.
This archetype appeals to customers who want to feel like they’re part of a community and are loved and taken care of.
Caregiver Archetype Brands:
Caregiver brands are just that, brands that care for humans and animals; a typical caregiver brand would be Johnson and Johnson, the world’s largest healthcare company that makes products such as baby lotions and baby powder amongst their thousands of other healthcare products.
Their branding and advertising often feature caregivers like mothers and nurses to make customers relate to the caregiving nature.
Other brands which fall into this category are brands such as Pampers and Unicef.
Caregiver Brand Archetype Advertising Example:
2. The Ruler
The Ruler brand is all about power, success, and control. This archetype appeals to customers who want products to help them achieve their goals.
Ruler Archetype Brands:
A ruler brand would be a brand like Rolex. Its branding shows success, wealth, and luxury.
Rolexes are synonymous with luxury and high status, and their branding reflects this.
Other brands in this category include Mercedes-Benz and Porsche.
Ruler Brand Archetype Advertising Example:
3. The Creator
The Creator brand archetype is all about imagination, creativity, and self-expression. This archetype appeals to customers who want products that are unique and personal.
Creator Archetype Brands:
Creator brands include companies such as Apple, Lego, and Adobe. All of these brands are known for their cutting-edge design and creativity.
Apple is constantly innovating and releasing new products that are unlike anything else on the market, while Lego is always coming up with new designs and styles.
Creator Brand Archetype Advertising Example:
4. The Innocent
The Innocent brand archetype is all about hope, purity, and simplicity. This archetype appeals to customers who are looking for something natural and wholesome.
Innocent Archetype Brands:
A typical innocent archetype brand would include companies such as Walt Disney; their branding portrays a romantic and magical world, which we all hope exists.
Another company that falls into this category is Beyond Meat, whose branding is all about being natural, healthy, and good for the environment.
Innocent Brand Archetype Advertising Example:
5. The Sage
The Sage brand archetype is all about wisdom, intelligence, and knowledge.
This archetype appeals to customers who want to be able to make informed decisions. They often look for products to help them become more knowledgeable or successful.
Sage Archetype Brands:
A typical sage brand would be a brand like Google; they are a company about making information accessible to everyone and helping people make informed decisions.
Google defines the genre of knowledge, and its branding reflects this. Other brands in this category include the BBC and The Economist.
Sage Brand Archetype Advertising Example:
6. The Explorer
The Explorer brand archetype is all about curiosity, risk-taking, and adventure.
This archetype appeals to customers who want to explore their potential and discover new things.
Explorer Archetype Brands:
An explorer brand would be something like Jeep; their branding is all about going off the beaten path and having adventures.
They play on the sense of freedom that comes with owning a Jeep and the feeling of being independent.
Other brands in this category include The North Face and GoPro.
Explorer Brand Archetype Advertising Example:
7. The Magician
The Magician brand archetype is all about transformation, possibility, and mystery.
This archetype appeals to customers who want products that are innovative and cutting-edge.
Magician Archetype Brands:
A magician brand would be a brand such as Dyson; their branding is all about being at the forefront of technology and innovation.
They often use minimalist branding and advertising to capture the feeling of mystery and possibility that comes with their products.
Other brands in this category include Tesla and SpaceX.
Magician Brand Archetype Advertising Example:
8. The Rebel
The Rebel brand archetype is all about independence, non-conformity, and freedom.
This archetype appeals to customers who want to feel like they’re breaking new ground.
Rebels are often looking for products that help them to stand out from the the crowd. They prize uniqueness and individuality and tend to shun anything that feels too mainstream.
Rebel archetype brands:
Harley Davidson is a rebel archetype because it makes the customer relate to freedom and being an outlaw.
The brand of Harley Davison evokes a feeling of freedom and going against the grain, being an outlaw rebel; when you are on your Harley Davidson, the rules don’t apply to you.
This is how the brand makes you feel and is the definition of a rebel or outlaw brand archetype.
Other examples of rebel brands could include MTV or Virgin.
Rebel Brand Archetype Advertising Example:
9. The Hero
The Hero brand archetype is all about strength, courage, and protection.
This archetype appeals to customers who want to feel safe and secure.
They often look for products to help them overcome challenges or protect them from danger.
Hero Archetype Brands:
Nike would be classed as a here archetype because many sporting heroes people look up to are wearing and using Nike products.
Many high achievers who have overcome adversity are using Nike products, they are the figurehead of sporting achievement, have a sense of right and wrong and inspire people to push to find the hero inside themselves.
Other examples of hero brands include Adidas and Marvel comics.
Hero Brand Archetype Advertising Example:
10. The Lover
The Lover brand archetype is all about passion, romance, and intimacy.
This archetype appeals to customers who want to feel loved and desired.
They often prize products that help them feel more connected to the people around them.
Lover Archetype Brands:
Victoria’s Secret is an excellent example of a brand that falls in the lover brand archetype, the looks that Victoria’s Secret puts out to the public are that of sensual desire and lust; they evoke emotions of love and connection and the physical feeling of being human.
Lover bands also spark strong emotions of love and desire, intimacy, and a connection with others.
Other examples of lover archetype brands include Chanel and Ann Summers.
Lover Brand Archetype Advertising Example:
11. The Jester
The Jester archetype is all about fun, joy, and laughter. This archetype appeals to customers who want to feel happy and carefree. They often prize products that help them forget their troubles and enjoy life.
Jesters are looking for products that make them feel light-hearted and amused.
They often shun anything that feels too serious or heavy.
Jester Archetype Brands:
Budweiser is a typical jester archetype brand because they are all about making people want a good time and feel happy and carefree; their advertising is humorous and plays on the light side of modern life to make customers relate to their brand experience.
Other jester brands include Doritos and M&Ms.
Jester brand archetype advertising example:
12. The Everyman
The Everyman brand archetype is all about being relatable and accessible. This archetype appeals to customers who want to feel like they can connect with the brand on a personal level.
They often prize products that feel like they’re made for them, not a select few. The Everyman brand archetype is all about inclusivity and connection.
Everyman Archetype Brands:
A typical everyman brand would be something like Lynx; they are a very relatable brand that produces products made for the everyman; anyone can use their products and feel included in their branding.
Lynx doesn’t make you feel like an outsider; its branding is inclusive and makes people want to connect with the brand.
Other examples of everyman brands could be Ikea or Pepsi.
Everyman Brand Archetype Advertising Example:
Where did the 12 Brand Archetypes Come From?
Although the 12 official brand archetypes were first identified by German academic and theorist Dr. Martin E.P. Seligman in his book “Building Strong Brands,” he did not invent them.
Instead, he observed that many successful brands tended to embody one or more of these 12 brand archetypes and outlined how each archetype could create a more cohesive brand identity.
One of the people who developed these archetypes was Carl Jung, who believed that humans are drawn to specific patterns or symbols because they represent something deep inside us that we can’t quite articulate.
Carl Jung was a Swiss psychiatrist from the 1940s who founded the school of analytical psychology. He is also considered to be one of the most influential thinkers in the fields of psychiatry and psychotherapy.
The Importance of Brand Archetypes.
Brand archetypes are essential because they help customers understand a brand’s personality, along with a brand story.
When a customer sees a product associated with a specific archetype, it automatically tells them something about the brand.
For example, if a customer sees a product marketed as “magical,” they will know that the brand is all about innovation and cutting-edge technology.
This can be helpful for customers who are trying to decide which brands to trust and invest in.
It also makes branding more memorable since people are likelier to remember an archetype than an abstract concept like “innovation.”
Archetypes are also helpful for branding because they can create cohesion between different aspects of the brand identity.
For example, if a company has multiple products belonging to different categories, it can use archetypes to ensure each product feels like it belongs to the same family.
The importance of branding cannot be underestimated in today’s economy.
For companies to stay competitive, they must create meaningful and lasting connections with their customers.
And what better way to create lasting connections than by using archetypes?
How to Identify Your Company’s Archetype?
To create an effective brand, it’s essential to understand your company’s archetype.
A brand archetype is a universal pattern or model that can be used as a point of reference.
There are 12 different archetypes, as listed above, and each has its own characteristics.
When you know which archetype your company falls into, you can use that information to create a branding strategy that resonates with your audience.
There are some questions to ask yourself to identify your company’s archetype, such as:
- What are our core values?
- How do we want our customers to feel when interacting with our brand?
- What kind of personality does our brand have?
- What is our mission statement?
- What are some words people use to describe our brand?
Once you’ve answered these questions, you should know which archetype your company falls into.
From there, you can develop a branding strategy to help you resonate and connect with your target audience.
The Benefits of Understanding Your Company’s Archetype
A company’s archetype is its fundamental identity, which drives all its decisions and actions.
Understanding your company’s archetype can be immensely helpful in making sure that it stays true to its identity and doesn’t stray too far from its core values.
It can also help you better understand your customers and what they are looking for from your brand.
Companies can identify with 12 different brand archetypes, and each has its unique set of values and characteristics.
So, finding the right archetype for your company can be a valuable exercise in clarifying your brand identity.
Once you understand your company’s archetype better, you can use it as a guidepost for your future decisions. This ensures that your brand always remains true to itself.
The 12 Brand Archetypes
The 12 brand archetypes are a framework that can be used to understand and define a brand’s personality.
The archetypes are not mutually exclusive, and many brands will exhibit characteristics of multiple archetypes. However, understanding which archetype or archetypes are most prevalent can help to communicate the essence of a brand and connect with consumers on a deeper level.
The 12 brand archetypes are sage, explorer, hero, outlaw, inventor, ruler, magician, caretaker, jester, everyman/woman, lover, and rebel.
Each archetype has its associated values and traits, which can be used to understand how consumers perceive a brand. By aligning with one or more of these archetypes, brands can create a strong identity that resonates with consumers.
Examples of Companies that Embody Each Archetype
Companies can embody four main category archetypes: the Innovator, the Challenger, the Dominator, and the Nurturer.
Each archetype has its strengths and weaknesses and is also best suited to specific industries and markets.
Here are some Examples of Companies that Embody each Archetype:
Innovators constantly seek new ways to do things and are always ahead of the curve.
They are risk-takers who are not afraid to experiment and push boundaries.
Some examples of Innovative companies include Tesla, Google, and Apple.
On the other hand, Challengers are confident and competitive, always striving to be the best. They have a strong focus on their customers and a passion for winning.
Some examples of Challenger companies include Nike, Uber, and Virgin.
Dominators are focused on growth and power. They are ambitious and driven, with a strong desire to control their industry.
Some examples of Dominator companies include Walmart, Exxon Mobil, and Microsoft.
Nurturers are caring and compassionate, focusing on creating a positive impact.
They want to make a difference and build long-term relationships with their customers.
Some examples of Nurturer companies include Tom’s Shoes, Warby Parker, and Patagonia.
How to Use the Archetypes to Create a Powerful Branding Strategy?
Archetypes are powerful tools that can help you create a strong branding strategy.
By understanding the different archetypes and how they work, you can tap into the subconscious mind of your target audience and create a brand that resonates deeply with them.
But in order to create a powerful branding strategy, you need to identify the archetype that best fits your brand. Craft your messaging and visuals around it, and then build a brand story.
If done correctly, archetypes and brand stories can hugely impact driving brand awareness and creating an emotional connection with your audience.
Building a Brand Story
Building a brand story is one of the most important things a company can do to create a connection with its customers and assign a brand archetype.
A good brand story will engage customers emotionally and make them feel part of something larger than themselves.
When it comes to branding, storytelling is critical.
Below are a few tips on how you can create a powerful brand story for your company:
- Start by figuring out your company’s core values. What are the beliefs that you hold most dear?
- Once you have determined your core values, figure out how your customers want to feel when they interact with your brand.
What kind of personality does your brand have?
- Come up with a mission statement that reflects what you stand for as a company.
- Use adjectives to describe your brand, and come up with a tagline that encapsulates who you are as a business
Also, there is a book I highly recommend called “Building a Story Brand” by Donald Miller; You can get a copy here.
If you want to look into building a brand story in more detail, I have put together another article on this subject here.
Final Thoughts
By understanding your brand archetype, you can create a powerful branding strategy and brand identity that will resonate with customers and help your business stand out from the competition.
Still, if you need clarification on your brand archetype, try brainstorming with your team or conducting market research to see how the market perceives your current brand.
Developing a brand archetype is also essential because it allows you to understand your company and its branding strategy more deeply.
When you know which archetype your company falls into, you can craft your branding around that archetype and create a powerful identity that resonates with customers.
Archetypes are also a great way to connect with consumers subconsciously, as they tap into the emotions and values people subconsciously associate with specific brands.
This can be hugely beneficial in driving brand awareness as well as creating an emotional connection with customers.
Branding isn’t just about putting together some pretty visuals and slogans—it’s about connecting with consumers on a deeper level and resonating with them on an emotional level.
I hope this has helped you now understand brand archetypes better.
Thanks for reading!
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