The 12 Brand Archetypes
Discover the timeless personality frameworks that help brands create deep emotional connections with their audience.
12
Core Archetypes
100+
Years of Psychology
2000+
Brands Developed
∞
Combinations
When an entrepreneur starts out on their branding journey, it's common for them to ask, "What if I identify with more than one brand archetype?"
You will, and that's okay.
In fact, it's more than okay. While we all stereotype—whether we like to or not—we also identify with people who feel real, or authentic. Depending on your industry, if you go full tilt into a single brand persona, you may risk alienating people who would otherwise give you a chance. What's more, some archetypes have overlapping or complementary attributes. It's only natural to want to put them together.
Supporting Archetypes
One way to do this is to identify your core archetype and then to identify one or two supporting archetypes. We recommend a secondary and a tertiary. By incorporating these sub-archetypes into your brand persona, you accomplish two things:
- You make your brand seem more real, and thus, more relatable.
- You fold in the strengths of other archetypes while addressing the weaknesses of your primary archetype.
However, it's important to note that a clearly-defined primary brand persona is still important. Having a clear-cut primary archetype that drives your brand persona will help consumers connect with you on an instinctual level.
The Framework
Explore All 12 Archetypes
Each archetype represents a distinct personality type with unique motivations, values, and communication styles.
The Innocent
Pure, optimistic, and trusting
The Innocent archetype represents purity, goodness, and optimism. These brands promise simplicity, honesty, and nostalgia, creating trust through transparency and wholesomeness.
Explore ArchetypeThe Sage
Wise, knowledgeable, and analytical
The Sage seeks truth and knowledge, valuing intelligence and analysis. These brands promise wisdom and guidance, becoming thought leaders in their industries.
Explore ArchetypeThe Explorer
Adventurous, independent, and pioneering
The Explorer values freedom, discovery, and authenticity. These brands promise adventure and self-discovery, encouraging customers to break from conformity.
Explore ArchetypeThe Hero
Brave, courageous, and determined
The Hero is driven to prove worth through courageous acts. These brands inspire customers to overcome challenges and achieve their goals through determination.
Explore ArchetypeThe Rebel
Revolutionary, disruptive, and bold
The Rebel breaks rules and challenges the status quo. These brands promise liberation from oppression and radical change, appealing to those who want to shake things up.
Explore ArchetypeThe Magician
Transformative, visionary, and charismatic
The Magician makes dreams come true through transformation. These brands promise to turn the ordinary into extraordinary, creating magical experiences.
Explore ArchetypeThe Lover
Passionate, intimate, and sensual
The Lover seeks intimacy and connection. These brands promise passion, pleasure, and belonging, creating emotional bonds through beauty and sensuality.
Explore ArchetypeThe Jester
Playful, humorous, and entertaining
The Jester brings joy and laughter to the world. These brands promise fun and levity, using humor to connect with audiences and make life more enjoyable.
Explore ArchetypeThe Everyman
Relatable, down-to-earth, and authentic
The Everyman seeks belonging and connection. These brands promise authenticity and equality, positioning themselves as a friend you can rely on.
Explore ArchetypeThe Caregiver
Nurturing, compassionate, and selfless
The Caregiver protects and cares for others. These brands promise safety, support, and nurturing, creating trust through generosity and compassion.
Explore ArchetypeThe Ruler
Powerful, authoritative, and commanding
The Ruler creates order from chaos and seeks control. These brands promise power, stability, and success, appealing to those who want to lead.
Explore ArchetypeThe Creator
Imaginative, artistic, and innovative
The Creator values innovation and self-expression. These brands promise creativity and originality, helping customers express their unique vision.
Explore ArchetypeHow to Use Brand Archetypes
A strategic framework for creating authentic, resonant brand personalities
Identify Your Core
Choose one primary archetype that best represents your brand's fundamental personality and values.
Add Supporting Types
Select 1-2 secondary archetypes that complement your primary and add depth to your brand personality.
Express Consistently
Apply your archetype mix consistently across all brand touchpoints to build recognition and trust.
The Science
Why Brand Archetypes Work
Brand archetypes are based on Carl Jung's psychological theory of universal, archaic symbols and images that derive from the collective unconscious. These patterns exist across all cultures and throughout history.
When your brand aligns with a recognizable archetype, it taps into deep-seated human psychology, creating instant recognition and emotional connection that goes beyond rational thought.
Instant Recognition
Customers immediately understand your brand's personality and values
Emotional Connection
Deep psychological bonds that transcend product features
Consistent Messaging
Clear framework for all brand communications and decisions
Target Audience Alignment
Attract customers who resonate with your brand's personality
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12 Universal
Personalities
Ready to Define Your Brand Archetype?
Let our team help you identify and develop the perfect archetype mix for your brand. We'll create a personality that authentically represents your values and resonates with your ideal customers.