What are Brand Archetypes?
The concept of 12 Archetypes came from Carl Jung’s theory of human psyche in which he identified 12 archetypes that form the range of human personalities. They are also sometimes referred to as personality archetypes. In branding, we apply human psychology to create brands that resonate and connect with people on emotional levels. So by aligning your brand with at least 1 archetype, you can appeal to the inner drivers and desires that people have and connect with customers at a much deeper level.
People are more likely to remember and connect with characters who have distinct personality traits. Therefore the same concept can be applied to brand building. Every great brand would fall into one or more of the 12 brand archetypes.
By understanding these 12 archetypes, you can gain a better understanding of human behavior and motivations. This way you can create a brand that people love, admire, and remember. Below we will talk about the 12 brand archetypes which can be grouped into 4 categories. Where does your brand fit in the hearts and lives of people? What drives your company? What personality archetype makes your brand attractive?
The 12 Brand Archetypes
To Provide Structure To The World
1.) The Creator
“If you can imagine it, It can be done”
The Creator brand is also known as the artist and is dedicated to creativity, imagination or building new things. This personality archetype appeals by being inspirational and creative through outside-the-box thinking. It could also be more artistic or unconventional compared to the other 12 archetypes. Click here to learn more about The Creator archetype and see some examples.
This personality archetype was portrayed by Robert Downey Jr. as Tony Stark in the movie “Iron Man”. He is a famous inventor who builds his personal armor suit that he uses to combat terrorists. Another example of this archetype is Ashton Kutcher in the movie “Jobs”.
Personality Traits: Creative, Innovative, Inventive, Inspirational, Authentic, Imaginative
Examples: Apple, HP, General Electric(GE), LEGO, Canva, Lifted Research Group(LRG)
2.) The Ruler
“Power isn’t everything, it’s the only thing.”
This brand archetype is also known as the Boss, Leader or King. It can also be the Queen if speaking to women. It is dedicated to creating premium products, services and experiences of timeless quality. The Ruler archetype is here to dominate and lead the industry. It creates desire by tapping into the self-esteem of consumers who want to be associated with the brand. It caters to people who have an innate desire to win or to be perceived as winning. This archetype is very popular in the luxury sectors.
This personality archetype is portrayed by Vito Corleone in the Godfather who is played by Marlon Brando. He is a character of substance, refinement and heritage who dominates as the founder and head of the family. Other movie examples of this archetype are Don Draper in Madmen and James Bond. Click here to learn more about the Ruler archetype.
Personality Traits: Leadership, Dominant, Authoritative, Bold, Sophisticated, Timeless
Examples: Rolex, Maseratti, LVMH, Versace, Polo Ralph Lauren, Rolls Royce, Louis XIII
3.) The Caregiver
“Love your neighbor as yourself”
This archetype is also known as the Saint or the Parent. A brand that falls into this category is dedicated to preserving and protecting people and the planet. This brand differentiates itself from the other 12 brand archetypes by showing altruism and care that connects with people on an emotional level. It is very popular among non-profits, healthcare, and self-care brands. Click here to learn more about the Caregiver archetype.
This character is portrayed by Leigh Anne Tuohy who is played by Sandra Bullock in The Blind Side. She is a devout Christian, caregiver and motherly figure who bonds with Michael, who is struggling in his youth
Personality: Sincere, Nurturing, Altruistic, Organized
Examples: Starbucks, Dove, Unilever, P&G, CVS, Patagonia, New York Life, most non-profits
To Leave A Mark On The World
4.) The Hero
“Where there is a will, there is a way”
Also, known as The Warrior or The Champion. This archetype appeals through a strong sense of mission and an empowering message behind it that inspires others. Hero brands are also charismatic and this helps them differentiate. This archetype is very popular among political as well as sports brands.
This archetype is best portrayed by the late Chadwick Boseman(RIP) in the movie The Black Panther. He is the hero and protector of the fictional African nation of Wakanda. Any superhero could fall into this category, as well as any brand that wants to make a huge difference and bring hope or change to the world. To learn more about the hero archetype you can follow this link.
Personality Traits: Brave, Devoted, Bold, Visionary, Motivational, Inspirational
Examples: Nike, Tesla, Obama 08, Fedex, Alibaba, NBA, Pittsburgh Steelers, Microsoft
5.) The Magician
“I make magic happen”
This archetype is also known as the healer. It is all about bringing dreams to life, transformation, and changing the world. The magician is both wise and creative. It could also have a spiritual or mysterious sense and appeals by empowering others to expand their imagination and make their dreams come true. This archetype is very popular among film and production brands. It is also seen in brands that are focused on creating magical experiences for their customers. Click here to learn more about the Magician Archetype along and see some examples.
This personality is played by Daniel Radcliffe as Harry Potter who discovers at a young age that he has magical powers beyond his wildest dreams. He becomes a self actualized wizard and his life changes from the mundane to the supernatural.
Personality Traits: Delightful, Creative, Visionary, Spiritual, can also be mysterious
Examples: Gaia, Disney, Dreamworks, Pixar
6.) The Rebel
“Rules are meant to be broken”
This archetype is also known as The Outlaw, Rebel or The Misfit. A brand that falls into this category is focused on breaking all rules, opposing and challenging conventions. The rebel personality type is resilient and refuses to accept the status quo. It represents the inner need for freedom and is more youthful. This is very popular among streetwear brands. It is the most rebellious out of all the 12 archetypes. Click here to learn more about the Rebel archetype.
This archetype or personality can be seen in Tyler Durden, played by Brad Pitt in the movie Fight Club. He represents a rebellion against a mundane corporate life for a more exciting life filled with action that rejects materialism. Tyler Durden is a non-conformist who strongly rejects all social norms, hierarchies and authority. Spartacus, in the television series is another example of the rebel in which Andy Whitfield plays a Thracian gladiator leading a slave rebellion. But the Rebel does not have to be violent, it just represents people who go against the grain.
Personality Traits: Revolutionary, Rebellious, Daring, Fearless
Examples: Harley Davidson, Diesel, JEEP, True Religion, Off White, Virgin, Mercedes-Benz CLA Coupe
To Connect Others
7. The Jester
“You Only Live Once(YOLO)!”
Out of all the 12 archetypes, this is the comedian or the Joker brand. It appeals by conveying a unique sense of humor that can also be smart and witty. People remember the Jester archetype because of the memories of laughter that they associate with it. Even putting a smile on ones face could make your brand memorable. The Jester is the life of the party and has fun by making others have fun. It could also have a rebellious character by doing things that are unconventional. Click here to learn more about the Jester Archetype.
This archetype was also portrayed in film By Johnny Depp as Captain Jack Sparrow in Pirates of the Caribbean. He is the main trickster who brings humor and wit to the movie with his quirky behavior that makes him a more memorable character compared to others.
Personality Traits: Optimistic, Funny, Rebellious, Smart & Witty.
Examples: Progressive, Old Spice, Dollar Shave Club, Snickers, Assid, Johnny Cupcakes, Halifax
8.) The Lover
“You are the only one”
This brand archetype has the personality of mostly a spouse, or even a close relative or friend. It is highly emotional and is about connecting people to things that matter the most. The Lover archetype creates desire by giving a sense of belonging to people who are looking to live life to the fullest. The lover can also convey a sense of romance that could be very soothing and flattering. The Lover is the most romantic out of all the 12 archetypes. This is what makes it so emotionally appealing. It is very popular among luxury brands, beauty, jewelry and fragrances. Click here to learn more about the Lover archetype.
This personality trait was portrayed by both Leonardo DiCaprio and Kate Winslet as Jack and Rose in the movie Titanic. They are both romantic and passionate about each other even though the luxurious voyage turns into a disaster in the end.
Personality Traits: Passionate, Romantic, Experiential, Emotional, Elegant, Compassionate
Examples: Channel, Ferrari, Prada, Christian Dior, Kay Jewelers, L’Oreal, ZARA, Dolce&Gabbana
9.) The Everyman
“All men and women are created equal”
This brand archetype is also known as the good ole’ neighbor. It is the most down-to-earth out of all the 12 archetypes. A brand that falls into this category appeals to everyone, especially people who can’t afford higher-priced options. It appeals by giving everyone a sense of belonging and being the brand that everyone can love and afford, including grandma! Think about your local supermarket where everything is affordable and simple. Click here to learn more about the Everyman archetype.
This personality type was portrayed by Will Smith as Chris Gardner in the Pursuit of Happiness. He struggles to create a better life for his son and refuses to give up. He conveys the struggle that a lot of people go through in the world.
Personality Traits: Honest, Loyal, Down-to-Earth, Empathetic.
Examples: Aldi, Billabong, Wrangler, Walmart, Gap. Target, Costco, Amazon
Yearn For Paradise
10.) The Innocent
“KISS: Keep It Simple Silly!”
The Innocent brand archetype is all about fun, simplicity and happiness. This makes it appealing. It communicates through the lens of a child with a sense of wonder and might also come off as naïve. This brand archetype is for people who value the simple pleasures in life. Innocent brands also tend to have very low to moderate pricing. Click here to learn more about the Innocent archetype.
This personality can be seen in Dory from Finding nemo who is voiced by Ellen DeGeneres. She just loves singing and having fun but hopes to help Marlin find Nemo. She is also fluent in speaking “Whale”
Personality Traits: Optimistic, Simple, Virtuous, Trustworthy, Pure, Sweet, Cheerful
Examples: Coca Cola, Innocent Smoothies(Obviously!), World Wide Fund, Etsy
11.) The Explorer
“Explore. Dream. Discover.”
Also, known as The Seeker or The Wanderer. This brand archetype is dedicated to adventure, discovery and uncovering new ways of thinking. It also challenges conventions and appeals to people who yearn for freedom to go beyond the normal. It has a broader vision and pushes the boundaries to go above and beyond. This archetype is very popular in the travel and vacation niche. Click here to learn more about The Explorer Archetype and see some examples.
This character was portrayed by Chris Pratt as Owen Grady in the movie Jurassic World. In this movie, he embarks on dangerous missions to the lands of Dinosaurs. He is a free-spirit and a man of action that uses his wits and intellect to handle any situation. This character can also be seen in David Rice(Hayden Christensen) in the movie “Jumper”. In this movie, he is able to teleport to anywhere that he wants, from the Pyramids of Giza to Tokyo. It shows an innate desire for freedom to explore beyond the constraints of an average persons life. That movie will make anyone feel like going on a vacation.
Personality Traits: Adventurous, Active, Brave, Ambitious, Free-Spirited.
Examples: Northface, Timberland, SpaceX, Spirit Airlines
12.) The Sage
“The truth will set you free”
This brand archetype is also known as the philosopher or the scholar. This is the wise elder who guides and leads others. A brand that falls into this category is dedicated to the spread of wisdom, truth and knowledge. It appeals by demonstrating knowledge and could also be more philosophical or mature. Click here to learn more about The Sage archetype.
This personality was conveyed by Prof. Xavier in the movie X-Men. He was the wise man played by Patrick Stewart who guided, mentored and trained others in his school. Prof. Xavier was all about promoting a peaceful coexistence.
Personality traits: Wise, Philosophical, Responsible, Prudent
Examples: TED, Wall Street Journal, Universities, Google, Bloomberg
In Conclusion, brand archetypes give your company a strong sense of identity and character. It is about achieving clarity and alignment about your brands personality in a way that reflects that of your target customers. The 12 archetypes inspire great storytelling that connects emotionally with people. Archetypes could also be conveyed through your tone of voice, messaging, audio and visual design.
Which of the 12 archetypes does your brand fall into? It all begins with a better understanding of your customers. What character in a movie fits your brand archetype? How can your target customers be a star in your movie? If you found this article on the 12 archetypes helpful, you may also enjoy a previous one on creating an emotional brand.
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