Brand archetypes explained
Are you keen to make a meaningful impact through your business, but feel a bit lost when it comes to your brand? You're not alone. Even the most clever & creative founders need a hand. Let me introduce you to brand archetypes. Let’s look at what brand archetypes are, and the insight and clarity they can bring to your brand.
The origins of brand archetypes
Before we get into the nitty-gritty, let's back it up a bit. Archetypal patterns have existed throughout human history showing up in myths, stories, and more recently, in brands. It was the early 20th century when Swiss psychiatrist Carl Jung got noticed for his ideas around archetypes.
Fast forward to 2001, when two women Margaret Mark and Carol S. Pearson created the first methodology for using the ancient wisdom of archetypes to build successful brands. They essentially transformed Jung's ideas into the book “The Hero & The Outlaw—Building Extraordinary Brands Through the Power of Archetypes”. For many, it’s become a brand bible.
Why are brand archetypes important?
Imagine you've got a big event coming up. You’re shopping for the perfect outfit. Whether it’s minimal and understated or a vibrant colour bomb, whatever you choose has to feel like ‘you’, right (even if you can’t put your finger on what that is)? It’s the same with brands. When your brand connects with a particular archetype, it holds a deeper meaning and informs the energy of everything else you create.
It’s also important to note that we are humans, which means we make decisions in the subconscious a lot of the time — research suggests that 95% of purchasing decisions are made subconsciously. So by tapping into universally felt themes, emotions and stories, we’re going to have a bigger impact.
“Understanding and leveraging archetypal meanings—that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts—are prerequisites to effective marketing in today’s intensely competitive and complex environment.” - The Hero & The Outlaw
Using brand archetypes in your business
You might think archetypes are reserved only for big brands like Apple or Nike. But you’d be wrong. They can be used within businsses of any size. When I work with a founder or marketing manager, it’s clear their brand has incredible characteristics already, but they can’t pinpoint what they’re all about. Brand archetypes complete the puzzle. They help things click into place. They become the glue, the vibe, the underlying pulse of that brand.
When choosing your brand archetype, you want to think about your brand’s core — mission, vision, values & origin story. These elements will reveal themes to help you identify your brand’s archetypal match.
If you feel an instinctual ‘pull’ towards one or two archetypes, that’s magic. Roll with it. It should feel natural, not forced. But if you’re drawn to a few archetypes, that’s a sign that there may be a lack of brand clarity, more digging is required. Ideally you want one dominant archetype and possible one secondary or supporting archetype to add dimension and build your unique brand flavour.
A sidenote
Some of my fellow marketers and brand strategists are not a fan of brand archetypes. They see them as a paint-by-numbers approach. But in my experience, they don’t have to be. Brands, like people, are nuanced. Use the archetype as a base. Take what resonates, ditch what doesn't, and remember to sprinkle your own uniqueness on everything you do to make it work for you! Ok, let’s dive into the 12 brand archetypes.
Overview of the 12 brand archetypes
There are 12 brand archetypes each with a primary desire (aka goal or motivation) that informs their behaviour, actions, and decisions.
The Innocent 〰️ Safety
The Sage 〰️ Knowledge
The Explorer 〰️ Freedom
The Outlaw (sometimes called The Rebel) 〰️ Revolution
The Magician 〰️ Transformation
The Hero 〰️ Change the World
The Lover 〰️ Connection
The Jester (sometimes called The Entertainer) 〰️ Enjoyment
The Everyperson (sometimes called The Citizen) 〰️ Belonging
The Caregiver 〰️ Helping Others
The Ruler 〰️ Control
The Creator 〰️ Innovation
Let’s take a closer look at the 12 brand archetypes
To keep this simple and practical, here’s a high level summary of each archetype from my perspective. Remember there are many more words, emojis, and voice qualities you can associate with each, don’t use this as a cut and paste. I’d love to know if one (or two) immediately resonates with you and your brand. LMK on Instagram @haleyberryman__.
The Innocent
In three words: Optimistic, Wholesome, Simple.
In three emojis: 🕊️ 🌼 🐚
Core motivation: Safety. They seek to create an environment that is safe, pure, and free from harm.
Tone of voice: Uncomplicated, Positive, Honest.
Is your brand The Innocent? If you value simplicity, are driven by ethics, or want to help people find happiness, you might just be The Innocent.
The Sage
In three words: Knowledgeable, Honest, Reliable.
In three emojis: 📚🦉 🧠
Core motivation: Knowledge. They strive for wisdom, enlightenment, and understanding, often through teaching or guiding others.
Tone of voice: Guiding, Thought-provoking, Deep.
Is your brand The Sage? If you value knowledge, want to illuminate the truth, or love to encourage others to seek answers, you might be The Sage.
The Explorer
In three words: Adventurous, Pioneering, Self-Fulfilment
In three emojis: 🌍 🔭 🦅
Core motivation: Freedom. They crave the liberty to find out who they are through exploring the world, internally or externally.
Tone of voice: Punchy, Open-minded, Aspirational.
Is your brand The Explorer? If you value freedom, are happy taking risks, or enjoy helping people discover new things, you might just be The Explorer.
The Outlaw
In three words: Rebellious, Disruptive, Change-Maker
In three emojis: ☠️🤘🔥
Core motivation: Revolution. They want to disrupt the status quo and create change, even if it requires radical action.
Tone of voice: Gritty, Informal, Bold.
Is your brand The Outlaw/Rebel? If you aren’t afraid to speak up, or feel called to shake up the status quo, you could be The Outlaw/Rebel.
The Magician
In three words: Transformative, Alluring, Visionary
In three emojis: 🌙✨🔮
Core motivation: Transformation. They want to convert dreams into reality or to transform situations, often creating something special from the ordinary.
Tone of voice: Bright, Descriptive, Creative.
Is your brand The Magician? If you value creating, like helping people transform or love to make dreams come true (or the impossible, possible), you might be The Magician.
The Hero
In three words: Brave, Protective, Inspiring.
In three emojis: 🏹 🌟 💪
Core motivation: Change the world. They want to improve the world and make a lasting, positive impact, often through courage and sacrifice.
Tone of voice: Ambitious, Inspiring, Clear.
Is your brand The Hero? If you value winning, feel driven to champion causes or love helping others fulfil their potential, you might just be The Hero.
The Lover
In three words: Intimate, Committed, Sensory.
In three emojis: 🌹 💌👭
Core motivation: Connection. They want to build relationships and foster intimacy or emotional closeness.
Tone of voice: Passionate, Emotive, Uplifting.
Is your brand The Lover? If you value close relationships, create intimate moments, or want people to feel their best, you could be The Lover.
The Jester
In three words: Joyful, Fun-Loving, Mischievous.
In three emojis: 🎉 🤪 🎈
Core motivation: Enjoyment. They want to live in the moment, finding joy and playfulness in everyday life.
Tone of voice: Playful, Entertaining, Upbeat.
Is your brand The Jester? If you don’t take things too seriously, can find a quirky take on any situation, and help people live in the moment and enjoy life, you could be The Jester.
The Everyperson
In three words: Loyal, Welcoming, Down-To-Earth
In three emojis: 🍞 ☕️ 🏠
Core motivation: Belonging. They want to fit in and form meaningful connections with others and help others experience acceptance and community.
Tone of voice: Friendly, Humble, Inclusive.
Is your brand The Everyperson? If you value belonging, don’t like to rock the boat, and enjoy connecting with people, you could be The Everyperson.
The Caregiver
In three words: Generous, Protective, Nurturing.
In three emojis: 💖 🌻 💆
Core motivation: Helping Others. They want to nurture and take care of others, often putting others' needs before their own.
Tone of voice: Warm, Reassuring, Simple.
Is your brand The Caregiver? If you value kindness, like to look out for people/be of service, or love helping others protect things they care about (planet, people, animals), you could be The Caregiver.
The Ruler
In three words: Prestigious, Powerful, Stable.
In three emojis: 👑 🏆 💎
Core motivation: Control. They strive for power, stability, and control over their environment, as well as giving control back to others.
Tone of voice: Bold, Confident, Clear.
Is your brand The Ruler? If you value success, are organised or orderly, and enjoy helping others prosper, you could be The Ruler.
The Creator
In three words: Innovative, Expressive, Imaginative.
In three emojis: 🎨 📸 ✍🏻
Core motivation: Innovation. They want to create something new, meaningful, and enduring, often from scratch.
Tone of voice: Encouraging, Unique, Inspiring.
Is your brand The Creator? If you value novelty, are passionate about bringing things into existence, and love helping others build things rich with meaning and value, you could be The Creator.
Are archetypes the secret to building great brands?
We all want to build a cohesive, consistent and memorable brand that connects with our dream customers. Brand archetypes can help you craft narratives that are not just seen, but deeply felt on a profound, almost primal level. Pretty powerful right?
If you’ve ever doubted your brand, or felt scattered, discovering your brand archetypes can help you narrow your focus and get the clarity you crave. They make your brand feel more believably beyond the pretty fonts and colours. Be sure to build your original energy into them, and they can serve you beautifully.
Got questions? Want to nerd out about brand archetypes? Please get in touch!
About The Author
Haley Berryman is a
