What are Brand Archetypes? (Think: Personality Types for Brands!)
The idea of archetypes comes from a famous psychologist named
Carl Jung. He believed that there are certain basic character types that everyone understands, no matter where they're from.
In branding,
brand archetypes are like those basic character types. They represent the core desires and feelings that people have. When a brand aligns with an archetype, it taps into those feelings and creates a stronger connection with its customers.
It is all about how your brand makes people
feel.
Why Should You Care About Brand Archetypes?
Here's why knowing your brand archetype is a good idea:
1 - Makes Things Clear:
It helps you figure out your brand's personality and what it stands for.
2 - Keeps You Consistent:
It helps you make sure your brand looks, sounds, and acts the same way across everything you do.
3 - Helps You Stand Out:
It helps you be different from your competitors.
4 - Connects with Customers:
It helps you build a stronger relationship with your target audience.
5 - Tells a Better Story:
It gives you a foundation for telling your brand's story in a way that people will remember.
6 - Design a Logo and Brand Identity:
This make it very easy to design the brand identity and the other design elements.
The 12 Main Brand Archetypes (with Easy Examples!)
There are 12 main brand archetypes. Each one has its own special traits, goals, and way of connecting with people. Let's take a look:
1 - The Innocent:
- What they want: To be happy and feel safe.
- How they act: Positive, hopeful, simple, and honest.
- Think of: Dove (soap that makes you feel clean and pure), Coca-Cola (classic, feel-good ads).
2 - The Everyman :
- What they want: To feel like they belong.
- How they act: Friendly, down-to-earth, relatable, and dependable.
- Think of: IKEA (furniture for everyone), Target (affordable and practical).
3 - The Hero:
- What they want: To prove they're strong and brave.
- How they act: Courageous, determined, inspiring, and always up for a challenge.
- Think of: Nike ("Just Do It"), FedEx (reliable delivery, no matter what).
4 - The Outlaw (or Rebel):
- What they want: To break the rules and be free.
- How they act: Rebellious, disruptive, independent, and unconventional.
- Think of: Harley-Davidson (motorcycles that represent freedom), Virgin (doing things differently).
5 - The Explorer:
- What they want: To discover new things and experience the world.
- How they act: Adventurous, independent, curious, and always seeking something new.
- Think of: The North Face (outdoor gear), Jeep (off-road adventures), Red Bull (extreme sports).
6 - The Creator (or Artist):
- What they want: To make something new and meaningful.
- How they act: Creative, imaginative, innovative, and expressive.
- Think of: Adobe (design software), LEGO (building and creating).
7 - The Ruler:
- What they want: To be in control and create order.
- How they act: Powerful, responsible, organized, a leader.
- Think of: Microsoft (technology leader), Mercedes-Benz (luxury cars).
8 - The Magician:
- What they want: To make dreams come true and understand how things work.
- How they act: Visionary, transformative, charismatic, and inspiring.
- Think of: Disney (making magic happen), Tesla (innovative technology).
9 - The Lover:
- What they want: To feel connected and loved.
- How they act: Passionate, sensual, intimate, and romantic.
- Think of: Chanel (luxury and beauty), Godiva (chocolate and indulgence).
10 - The Caregiver:
- What they want: To help and protect others.
- How they act: Compassionate, nurturing, selfless, and generous.
- Think of: Johnson & Johnson (baby products), UNICEF (helping children).
11 - The Jester:
- What they want: To have fun and make people laugh.
- How they act: Playful, humorous, lighthearted, and irreverent.
- Think of: Old Spice (funny commercials), M&M (colorful and playful).
12 - The Sage:
- What they want: To understand the world and share their knowledge.
- How they act: Wise, knowledgeable, insightful, and trustworthy.
- Think of: Google (information and search), The New York Times (news and analysis).
How to Find Your Brand's Archetype (It's Easier Than You Think!)
1 - Think About Your Values:
What's most important to your business? What do you believe in?
2 - Think About Your Customers:
What do they want and need? What kind of brand would they connect with?
3 - Look at Your Competitors:
What archetypes are they using? How can you be different?
4 - Take a Quiz:
There are lots of free brand archetype quizzes online. (Just search for "brand archetype quiz".) These can be a fun way to get started, but don't rely on them completely.
5 - Talk to a Brand Designer: A freelance brand designer (like me!) can help you figure out your archetype and use it to create a strong brand.
Making Your Archetype Work For You!
Once you know your brand archetype, you can use it to make all your branding decisions:
- Look (Visual Identity):
Choose colors, fonts, and images that fit your archetype. A Hero brand might use bold colors and strong fonts, while an Innocent brand might use soft colors and a simple font.
- Sound (Brand Voice):
Use a tone of voice that matches your archetype. A Jester brand will be funny and playful, while a Sage brand will be more serious and informative.
- Message (Brand Messaging):
Tell stories and create messages that fit your archetype.
- Marketing:
Choose marketing strategies that will reach the right people for your archetype.
Examples in Action: Bringing Archetypes to Life
Example 1: A Tech Startup (The Creator)
- Archetype: The Creator
- Mission: To empower people to build amazing things online.
- Target Audience: Web developers, designers, and entrepreneurs.
- Visual Identity: Modern, clean design with bold colors and geometric shapes.
- The logo might be an abstract symbol representing innovation and creativity.
- Brand Voice:
Informative, inspiring, and slightly technical. They might use phrases like "Build the future," "Unleash your creativity," and "Code your dreams."
- Marketing: Focus on showcasing the power and flexibility of their platform, highlighting user-generated content, and sponsoring hackathons.
Example 2: A Local Coffee Shop (The Everyman)
- Archetype: The Everyman
- Mission: To be the neighborhood's favorite gathering place, offering high-quality coffee and a welcoming atmosphere.
- Target Audience: Local residents, students, and people looking for a comfortable place to work or relax.
- Visual Identity: Warm, inviting colors (browns, creams, maybe a pop of red), a hand-drawn logo, and rustic design elements.
- Brand Voice:
Friendly, down-to-earth, and conversational. They might use phrases like "Your daily dose of happiness," "Come on in and stay a while," and "The perfect place to meet friends."
- Marketing: Focus on community events, local partnerships, and social media engagement.
Example 3:
Financial Service (The Ruler)
- Archetype: The Ruler.
- Mission: To be a trusted advisor.
- Target Audience: Clients.
- Visual Identity: clean, corporate and uses color that represents trust.
- Brand Voice:
Direct, Formal and Confident.
- Marketing: Focus on their power.
These examples show how different archetypes can be used to create very different brand identities, even within the same industry.
Ready to find your brand's personality? Contact me today for a free consultation!
As a freelance brand designer, I love helping businesses discover their brand archetypes and create brands that stand out. Let's work together to build a brand that's not just another business, but a true personality.
Visit my portfolio at https://www.petermelad.com/ to see how I've helped other brands find their voice and connect with their audience. 
