The Brand
Archetypes
Learn about the 12 brand archetypes.
What Is a Brand Archetype?
When you take the brand personality quiz, you’re given your top two archetypes that most align with your brand.
Full disclosure, I did not invent brand archetypes. That credit goes to psychologist Carl Jung who coined the ‘archetype’ term in the 20th century. It has since been used by major companies to create branding that forms a specific connection with a specific audience.
The 12 Brand Archetypes
The Explorer Archetype
Unique Gift: Cultivating authenticity & freedom
You are driven by adventure and the idea of living an unconventional life. You may be a thrill-seeker, but you are most certainly seeking and sharing that with your customers. Your clients and customers want to feel ‘alive’ when interacting with your brand.
Leverage Your Brand
Show your journey over time
Share unconventional approaches to life
Travel or experience new things
Get outside
The Creative Archetype
Unique Gift: Innovation & Imagination
You are a designer, artist, musician, maker, or builder. Your customers and clients want to feel inspired. They will stand in awe of what you create or do and hopefully purchase it.
Leverage Your Brand
- Show your creative process and product
- Engage with others who use the same tools
- Create new things
- Use metaphors for descriptions
- Do not forget to share
The Caregiver Archetype
Unique Gift: Giving Compassion & Service
You are a mother, servant, and giver. Your customers will feel cared for and your top concern is conveying this compassion and concern. You need to always connect your brand to helping others.
Leverage Your Brand
- Make giving back a part of your mission
- Volunteer
- Share what you care about
- Connect your brand to helping
- Promote gratitude
The Ruler Archetype
Unique Gift: Prestige and Influence
You are royalty. An executive who knows what they want and who they are. Connect your brand to a specific way of life. Your customers should feel that if they follow you or buy your product they too will be successful.
Leverage Your Brand
- Grow your authority in one niche
- Exclusivity is your friend
- Show the end outcome or lifestyle
- Build a massive community who will follow you
The Human Archetype
Unique Gift: Creating a Sense of Belonging
You are the girl or guy next door. You are relatable and can easily connect to the needs of humans. Your customers should feel seen.
Leverage Your Brand
- Be accessible
- Show the outtakes for relatability
- Foster friendships and connection
- Put honesty and hard work on a pedestal
The Jokester Archetype
Unique Gift: Entertainment & Joy
You are an entertainer, comedian and/or trickster. You light up the world and your customers are always amused. This creates a sort of energy that surrounds all that your brand does.
Leverage Your Brand
- Be funny and have fun
- Point out the funny things in life
- Tell jokes, but keep them fresh
- Stay energetic
The Innocent Archetype
Unique Gift: Idealism & A Sense of Wonder
You are a purist with lofty goals. You truly believe that all parts can work together for the greater good. Your customers will expect honesty and transparency which keeps them loyal.
Leverage Your Brand
- Be trustworthy and positive
- Talk about your sustainable practices
- When in doubt, simplify
- Avoid negativity or realism
The Hero Archetype
Unique Gift: Encourages Strength
You are a warrior, athlete or champion. You lead with strength and confidence and your customers can rest assured knowing you will set a standard and meet it. You will see a challenge and overcome it.
Leverage Your Brand
- Show how you overcome challenges
- Stay active and physical
- Take charge
- Demonstrate self-confidence
The Lover Archetype
Unique Gift: Sensuality & Seduction
You are a partner and lover. This is a heart-centered brand with an emphasis on beauty and passion. Your customers should feel excited, spell-bound, or enamored.
Leverage Your Brand
- Appeal to all of the senses with your content
- Share your passions
- Focus on relationships
- Do not be afraid of love or beauty
The Visionary Archetype
Unique Gift: Inventive & Transformative
You are a magician with the power to transform and innovate. You are often considered cutting edge in product, service or message. Your customers will be fascinated with each new move your brand makes.
Leverage Your Brand
- Know current trends
- Get ahead of trends or invent one
- Focus on optimizing yourself
- Have a narrative to make dreams a reality
- Find win-win solutions
The Rebel Archetype
Unique Gift: Defy and Disrupt
You are an outlaw of the best kind. A misfit, a rebel, and some may even say a revolutionary. Customers will feel thrilled and heard by your candid, raw, and honest reviews on life and all that is within it.
Leverage Your Brand
- Embrace sub-culture and the fringe
- Be confident saying “other people are wrong”
- Keep an edge
- Speak up and make your opinion known
- Push the boundaries
The Expert Archetype
Unique Gift: Explaining Complex Topics
You are a teacher, thinker, and scholar. You want to understand the world through research and self-reflection. Your customers will feel like you value their time because they walk away gleaning knowledge.
Leverage Your Brand
- Be willing to show how you know something
- Share your analysis process
- Read
- Statistics and facts are your friend
- Protect your credibility