May 3, 2022

Brand Archetypes (+ How to Use Them)

Brand Archetypes and How to Use Them

posted by:

Steph Honey

Brand Archetypes are an important tool that can help you build a more powerful and impactful brand. Archetypes refer to the universal characters or situations that exist in every culture throughout history. By identifying your own unique archetypal moments, you can give your brand a more personal and unforgettable feel that will resonate with your audience.

The Purpose of Archetypes

The concept of archetypes can be traced back to the work of Carl Jung, who described them as “universal patterns of behaviour that are an inherent part of all humans. These archetypal characters and situations represent aspects of our own psyche, giving us a deeper understanding of the complex world around us.

If you want to create a masterpiece with your brand, start by understanding the archetypal moments that make up your story. Once you’ve identified these key moments, you can begin to craft a more personal and impactful brand that will resonate with your audience on a deeper level.

The goal isn’t to explain the origins of these often irrational needs, but to realise they are there. Gravity’s causes are unknown, but we still need to factor it in our lives. Same with archetypes. We don’t have to understand them to leverage them.

– Seth Godin

Archetypes are a staple of brand marketing and branding, and for good reason. They have the power to deeply resonate with consumers on an emotional level, helping them to form a meaningful connection with your brand. From the hero to the caregiver, each archetype embodies different qualities and character traits that consumers can easily relate to. By tapping into these archetypes, brands can effectively shape how people view themselves and their desires, creating a deep sense of identification and empowerment. In other words, when you employ archetypes in your branding, you are more likely to connect not just on an intellectual level, but also on an emotional one – and this is what will ultimately foster brand loyalty among your customers. So if you want to build a brand that truly speaks to consumers, start thinking about how you can use archetypes in an authentic way that resonates with your target audience. Your brand will be stronger and more successful for it!

When to use Brand Archetypes

Once you’ve identified which archetype best represents your brand, you can start creating content that resonates with your target audience. Keep in mind that your brand doesn’t have to fit perfectly into one archetype – you can use a combination of different archetypes to create a well-rounded brand personality. By understanding how to use brand archetypes, you can create a powerful connection with your audience and turn your brand into a true masterpiece.

  • When You Build a Brand Strategy: When you’re wanting to build a personal brand strategy, it’s important to utilise brand archetypes in order to understand your strengths, weaknesses and how you need to interact with others. Establishing these from the beginning will allow you to create a more focused approach and help to ensure that everything you do within your business is clear and concise. You can use brand archetypes at any stage of business development, but I find especially helpful when first starting out. So if you’re feeling lost or confused about your brand strategy, pull out your brand strategy guide and get started!
  • When You’re Developing Your Brand Identity: If you’re just starting out with your business, or if you’re wanting to give your brand a makeover, then using archetypes is a great way to help you figure out what your brand is all about. By understanding which archetype your brand falls into, you can better develop your visual identity, messaging, and overall tone.
  • When You’re Launching A New Product Or Service: Archetypes can also be helpful when you’re launching a new product or service. If you want to ensure that your new offering is in line with your brand identity, then consider using an archetype as a guide. For example, if you’re launching a new luxury product, then using the Innovator archetype can help communicate this to your audience. 
  • When You’re Struggling To Connect With Your Audience: One key factor to consider when developing your brand strategy and/or brand identity is the brand archetypes that are popular among your target audience. These various personality types can reflect different aspects of your ideal customers’ personalities, helping you to better understand their needs and preferences. By tailoring your brand message to these archetypes, you can create a stronger emotional connection with your audience and become a trusted resource in their eyes.

    If you still feel like you’re not connecting with your target audience, don’t give up! Instead, take a step back and think about the tone of voice that would best resonate with them. Is a more nurturing or motherly tone more appropriate? Or would they respond better to assertive language that directly calls out their pain points?

    So What Are The Main Brand Archetypes?

The Rebel / Outlaw

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The rebel/outlaw brand archetype is all about passion and unshakeable determination. This archetype taps into the deep desire to rise up against authority and follow our hearts instead of societal expectations. At its core, the rebel brand is a force to be reckoned with, embodying strength and resilience as well as fearlessness and bravery. Whether we are young people defying the status quo or older individuals pushing back against ageist stereotypes, the rebel brand archetype resonates with us at a very deep level. And for brands seeking to capture this audience, it is essential that they embody these same qualities – only then will they truly resonate with consumers who value unfettered individuality above all else. After all, when it comes to the rebel brand archetype, nothing less will do, just take Oatley as an example!

The Magician

Women standing with a camera taking photos of clothes.
Photo from Pexels

The Magician is one of the most powerful brand archetypes, representing creativity, innovation, and transformation. At its core, the Magician brand represents the idea that anything is possible. Whether it’s launching a brand-new product line, reaching new audiences with your message, or reimagining brand strategy altogether, the Magician is always eager to push boundaries and challenge conventional thinking – Mac Cosmetics is a great example of this.

Through this innate sense of curiosity and desire for change, Magicians are also able to see opportunities where others can’t. They intuitively understand what their customers want and need, and take on the role of trusted advisor in order to help them achieve their goals. With its focus on building lasting relationships with customers and stakeholders alike, the Magician brand archetype is all about care, compassion, and nurturing. However you choose to put your brand’s gifts to use, if you align yourself with the Magician archetype you will always be capable of finding creative solutions that set your brand apart from the rest.

The Hero

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The hero brand archetype is all about tapping into our innate sense of compassion and vulnerability. This archetype embodies the qualities of strength, courage, and determination that we associate with heroes in mythic stories. Whether it is battling an evil villain or simply achieving success in the face of great adversity, the hero brand embodies resilience and an unwavering commitment to excellence.

Powered by a deep compassion for others, the hero brand is always striving to help others achieve their goals and fulfill their potential. And because this brand archetype values teamwork and collaboration over individual achievement, there is a sense of community and belonging that comes with identifying with the hero brand. Just look at Katniss Evergreen, from the Hunger Games.

So if you are looking for a brand that speaks to your inner hero, look no further than the hero brand archetype. Whether you are seeking products or services that will help you achieve your dreams, this archetype has everything you need to succeed!

The Lover

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The Lover brand archetype is one of the most universally-appealing brand archetypes out there. With its emphasis on warmth and care, it touches on a fundamental human desire for connection, kindness, and comfort. Whether we are seeking a brand to trust with our health or happiness, or simply looking for something that will make us feel good when we are feeling down, we often look to the Lover brand archetype. This brand archetype can be seen in countless businesses and products – from beauty brands like Sephora and Lush Cosmetics, to services like massage therapy and counseling. With its qualities of warmth, nurturing, and deep connection, it is easy to see why the Lover brand archetype resonates so strongly with people from all walks of life. Whether we are seeking something that comforts us in times of need or simply makes our lives more enjoyable on a day-to-day basis, the Lover brand archetype recognizes our need for love and connection, and goes above and beyond to deliver the ultimate experience.

The Jester

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In brand archetypes, the jester is the class clown, the life of the party, always quick with a joke or a witty remark. They’re fun-loving and carefree, and they don’t take themselves too seriously. The jester is all about making people smile, even if it means making themselves the butt of the joke. Unlike the fool brand archetype, which is all about innocent fun, the jester is often a little bit naughty – have you ever tried Ben & Jerry’s “Dough-ble Chocolate”?. They’re mischievous and rebellious, always pushing boundaries and testing limits. Jesters are risk-takers who aren’t afraid to break the rules. They’re passionate and expressive, and they have a strong sense of self. When it comes to brand messaging, the jester is all about humor and lightheartedness. They want to put a smile on your face and make you laugh out loud. If you’re looking to add some levity and humor to your brand messaging, consider using the jester brand archetype.

The Everyman / Everywoman

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The brand archetype of the Everyman is one that is relatable and down-to-earth. This brand is the every person that someone can see themselves in. They are not too high and mighty, they are approachable, and they have a sense of humor. This brand is not perfect, but they are real. And that is what people connect with. The Everyman brand is about connecting with people on a human level and making them feel comfortable. It is about being reassuring and trustworthy. This brand archetype is about being the best version of yourself – flaws and all. So if you are looking to create a brand that people can connect with, consider the Everyman archetype. You might just be surprised at how well it resonates with your audience. Just look at Ikea, they now have low budget through to high end furniture solutions.

The Caregiver

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The caregiver brand archetype is all about nurturing, caring, and protecting. It’s brands that are focused on helping others, whether that’s through providing essential products and services or simply lending a helping hand. This brand archetype is often seen in healthcare, education, and social services, take a look at Angelina Jolie and her humanitarianism work. But it can also be found in other industries such as beauty and fashion, where the emphasis is on making people feel good about themselves. The caregiver brand archetype embodies all that is feminine. It’s compassionate, empathetic, and above all else, it wants to help. If your brand resonates with this archetype, then you’re likely to have a devoted following of customers who appreciate your brand’s values. So if you’re looking to build a brand that makes a difference in the world, consider embodying the caregiver brand archetype.

The Ruler

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The Ruler brand archetype is one of the most powerful and well-recognized brand archetypes out there. Typically associated with companies that provide essential services to their customers, such as healthcare providers or financial institutions, the Ruler brand archetype exudes a feminine, heartfelt vibe that conveys feelings of care and nurturing. Just look at Beyonce, she let’s the world know she’s a badass female but she shows a caring side towards her fans. Whether it’s offering personalized service to customers or helping them achieve their goals and dreams, the Ruler brand archetype will always put the needs of others first. And while this makes it a highly desirable brand for people who are looking for reliability and authenticity, it can also come across as cold or detached at times. Nevertheless, if you’re looking to build a brand that truly resonates with your audience, then the Ruler brand archetype is definitely one worth exploring. After all, when done right, this brand archetype can help you forge deep connections with your customers by making them feel valued, respected, and supported in every way.

The Creator

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The brand archetype known as the Creator is one that is universally loved and admired. This archetype is feminine in nature, and its hallmark traits are those of heartfelt caring and nurturing. The Creator brand seeks to inspire, to create beautiful works of art or meaningful experiences for others, and to help people realize their unique potential. Whether it takes the form of a company, product, artist, or brand ambassador, the brand archetype of the Creator embodies creativity and a desire to positively impact the world. If you are looking for a brand with depth, authenticity, and an unwavering commitment to excellence, then look no further than the Creator brand archetype. Whatever you do, embrace your inner Creator – your best work is yet to come!

If you’re looking for inspiration on other Creator brands check out Lego, but to put it out there Creator brands do not have to be colourful because guess what!? Apple is a creator brand too. It’s all about showcasing your creative nature in a way that resonates to your audience, products/services and values.

The Innocent

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The Innocent brand archetype is one of the most well-known and beloved brand types in the world. Adored for their soft, sweet and caring nature, brands that are classified as Innocents exude warmth, sincerity, and authenticity. Whether they are selling traditionally feminine products like spa treatments or luxury beauty brands (just look at Dove), or more gender-neutral products like household goods or food items (believe it or not Innocent Smoothies falls into this archetype – who’d have thought it!), these brands have a certain trademark innocence about them that resonates deeply with consumers. Whether you are a brand looking to capture more hearts and minds, or just a consumer looking for that extra dose of sweetness in your life, the Innocent brand archetype has something special to offer. So go ahead and embrace your inner Innocent – you’ll be glad you did!

The Sage

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Perhaps one of the most iconic of these brand archetypes is the sage, a symbol of wisdom and knowledge. Typically represented by an older woman with long gray hair and kind eyes, the sage brand archetype is seen as a source of guidance and reassurance. She embodies feminine qualities like nurturing and compassion, and she has a deep appreciation for learning and understanding (for example, Google – we see it as the all powerful, all knowing, search box on our phone). Whether found in products or services or in more abstract concepts like devotion to a cause or loyalty to a community, the sage brand archetype stands for all that is genuine, honest, and true. With her years of experience and wisdom, she represents an approach to life that values authenticity over superficiality. Ultimately, she represents everything we aspire to be: supportive, steadfast, nurturing, caring, and wise.

The Explorer

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As a brand archetype, the explorer is all about independence, curiosity, and courage. She’s unafraid to strike out on her own, and she’s always searching for new horizons. The explorer is the spirit of adventure, and she inspires us to see the world through new eyes. For the explorer, life is a journey, not a destination. She’s always moving forward (just look at Land Rover, they never stop), always learning, and always growing. And no matter where her journey takes her, she’s always open to new experiences. The explorer brand archetype is about discovery, growth, and possibility. She reminds us that there’s so much to explore in this world, and that life is an adventure. brand archetype helps us to see the world through new eyes. For the brand archetype is about discovery growth and possibility. She reminds us that there’s so much to explore in this world and that life is an adventure. Thanks for being an explorer!

So there we have it, the 12 brand archetypes in total, each representing a different set of values and personality traits. To find out more about brand archetypes, check out this link. Once you’ve determined your brand’s archetype, you can start to craft more targeted and relevant brand messaging that will resonate with your target audience. By understanding your brand’s dominant trait, you can create a brand identity that is more focused and purposeful. So if you’re feeling lost when it comes to branding, consider exploring the world of brand archetypes. It just might give you the direction and structure you need.

Hi There, I’m Steph!
The Soul Crafting Your Dream Brand.


I’m your branding wizard, a design devotee, and here to elevate your passion into a brand that shines, all while keeping it real.


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At the helm of Dear Charlie, where creativity meets strategy in a beautiful dance, my happiest moments are wrapped up in bringing your brand’s story to life, one pixel at a time. Thrilled you’ve dropped by.

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