Read time: 5 minutes
“Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way, they have a relationship with it and care about it.”
– Margaret Mark and Carol S. Pearson, from The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Why are we loyal to some brands and not others?
Why do we feel deep connections with them?
Why do we become their advocates?
We don’t just enjoy buying their products and services…
We become members of their tribes.
What’s different about these brands?
They’re built within the framework of a brand archetype.
Arche-who-in-the-what-now?
An archetype is a model example of a person, behavior, or personality.
Brought to us by Swiss psychiatrist Carl Jung, archetypes characterize familiar, universal traits that humans instinctively understand.
In both business and personal branding, aligning ourselves with an archetype allows us to:
- Understand our audience better.
- Define our brand more eloquently.
- More accurately position ourselves in the market.
- Fine-tune our brand identity and communications.
- Draw on what is already familiar and compelling to people.
(And just in case you’re unsure, it’s pronounced ar-ki-type 🧐)
The 12 brand archetypes are:
Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator, Innocent, Sage, and Explorer.
Keep reading for the details of each — plus how to use them to build your brand.
But first, some quick examples…
Examples of brand archetypes in the wild
Even if you’re just learning about these things for the first time, you’ve been seeing them in your daily life already…
→ The juggler performing at events — Jester
→ The contrarian who presents opposing views — Outlaw
→ The mentor who shares wisdom and guides you — Sage
→ The artist who innovates and breaks the mould — Creator
Examples of celebrity brand archetypes
We often see celebrities fitting into this framework too.
In fact, the well-defined and emphasized personalities of these celebrities has contributed to their success.
→ Björk is the Creator — with her expressive imagination, she innovates with anything she touches.
→ Keanu Reeves is the Everyman — humble, sweet, and sincere, and enjoys life’s simple pleasures.
→ Steve Irwin was the Explorer — fascinated by the natural world and brave enough to walk right into it.
These behaviours are all familiar to us and we understand them instinctively.
We recognize them with our subconscious mind, even if we don’t know what to call them.
Essentially, it allows us (as brands) to hack into the minds of our audience.
How can you use brand archetypes?
Choose the archetype that best fits both you and your ideal client.
- What values do you and your clients share?
- How do you want them to feel about you?
Try to choose just one.
But if necessary, choose a supporting archetype that also fits well.
After all, we don’t always fit into a single category.
Here are the 12 brand archetypes in detail…
1. Outlaw
“Rules are meant to be broken.”
Strategy: Break the rules; challenge the status quo
Traits: Confident, bold, wild, thrilling, liberating
Voice: Disruptive, rebellious, blunt, raw, combative
Drawbacks: Crossing to the dark side; becoming unlawful
Audience: Seek liberation; enjoy the thrill; are drawn to the wild side of life
Examples: Virgin, Harley-Davidson, Miley Cyrus, Malala, Robin Hood, Jack Sparrow
2. Magician
“It can happen.”
Strategy: Make dreams come true; create something special
Traits: Intuitive, clever, disciplined, perceptive, powerful
Voice: Mystical, enthusiastic, charismatic, and fun
Drawbacks: Manipulation, arrogance, negativity
Audience: Don’t consider logic or rules; imagine endless possibilities
Examples: Disney, Pixar, TED, Absolut, Oprah, Micheal Jackson, Seth Godin, Gandalf
3. Hero
“Where there’s a will, there’s a way.”
Strategy: Become stronger and better; overcome challenges; prove people wrong
Traits: Courageous, inspiring, motivating, empowering
Voice: Honest, direct, confident, motivational, inspiring, proud
Drawbacks: Arrogance, competitiveness, overpowering
Audience: Appreciate quality and endurance; try new things to help their progress
Examples: Nike, Adidas, Duracell, Michael Jorden, Serena Williams, Odysseus, Harry Potter
4. Lover
“Love is the meaning of life.”
Strategy: Create intimacy; inspire love
Traits: Passionate, romantic, elegant, attractive, warm, committed, idealistic
Voice: Alluring, affectionate, empathetic, warm, soothing
Drawbacks: Not being grounded; appearing shallow or vain
Audience: Enjoy beautiful aesthetics and elegance
Examples: Chanel, L’Oréal, Godiva, Hallmark, Marylin Manroe, Sofía Vergara, Lady and the Tramp
5. Jester
“If I can’t dance, then I’m not part of it.”
Strategy: Live in the moment; be playful; bring joy to the world
Traits: Fun, comical, light-hearted, mischievous
Voice: Funny, self-deprecating, enthusiastic
Drawbacks: Lacking seriousness; being disrespectful
Audience: Enjoy humour and playfulness; don’t take life too seriously
Examples: M&M’s, Ben & Jerry’s, Robin Williams, Jim Carrey, Steve Harvey, Bugs Bunny
6. Everyman/Everywoman
“I’m like you and you’re like me.”
Strategy: Belong; connect with others; create a community
Traits: Friendly, honest, relatable, supportive, laid-back, down to earth
Voice: Friendly, helpful, authentic
Drawbacks: Blending in too much; lacking a distinct identity
Audience: Practical; don’t need bells and whistles
Examples: Toyota, IKEA, Home Depot, Gap, Levi’s, Target, Drew Barrymore, Matt Damon
7. Caregiver
“Love your neighbour as yourself.”
Strategy: Care for and protect others; sacrifice for the greater good
Traits: Empathetic, compassionate, nurturing, generous, kind
Voice: Caring, warm, gentle, reassuring
Drawbacks: Being taken advantage of; being exploited
Audience: Compassionate; enjoy safety, security, and structure
Examples: WWF, Campbell’s Soup, Pampers, Mother Theresa, Princess Diana, Michele Obama, Patch Adams
8. Ruler
“Power isn’t everything. It’s the only thing.”
Strategy: Success and wealth; having control; creating order
Traits: Sophisticated, professional, educated, organized, responsible
Voice: Commanding, refined, articulate
Drawbacks: Arrogance; being obsessed with power
Audience: Want to be admired, noticed, and respected.
Examples: Mercedes-Benz, Hugo Boss, Rolex, Meryl Streep, 007, The Godfather
9. Creator
“If it can be imagined, it can be created.”
Strategy: Unlock imagination; create something with meaning and enduring value
Traits: Creative, imaginative, artistic, inventive, non-conformist
Voice: Expressive, inspirational, poetic, daring, provocative
Drawbacks: Perfectionism; being impractical
Audience: Creative and imaginative; seek perfection
Examples: Apple, Adobe, Lego, Crayola, Pablo Picasso, Andy Warhol, Martha Stewart, Yayoi Kusama, Dr. Suess, Mickey Mouse
10. Innocent
“Life if simple and simplicity is elegant.”
Strategy: Be happy; display wholesome virtue; foster a feel-good spirit
Traits: Simple, pure, sincere, moral, loyal, reliable, trustworthy
Voice: Honest, humble, sweet, and optimistic
Drawbacks: Being naïve, selfish, or childish
Audience: Seek genuine products that make them feel good
Examples: Coca-Cola, Dove, Volkswagen, Keanu Reeves, R2D2, Forrest Gump, Dory, Simba
11. Sage
“The truth will set you free.”
Strategy: Seek truth and understanding; show the path to wisdom
Traits: Educated, wise, thoughtful, analytical
Voice: Knowledgable, decisive, factual, guiding
Drawbacks: Being patronizing; lacking emotional connection
Audience: Look to develop their mental capacity; seek intellectual stimulation, knowledge, and wisdom.
Examples: Google, MIT, PBS, Dalai Lama, Bill Gates, Mark Zuckerberg, Yoda
12. Explorer
“You only get one life. Make it count.”
Strategy: Seek the unknown; find fulfillment through discovery; celebrate the journey
Traits: Brave, adventurous, exciting, ambitious, individualistic, independent
Voice: Enthusiastic, energetic, daring
Drawbacks: Lacking commitment; over-exaggeration; not fitting into the mainstream
Audience: Thrill-seekers; enjoy mental and physical stimulation
Examples: Jeep, Red Bull, The North Face, Amelia Earhart, Steve Irwin, Indiana Jones
What happens after choosing an archetype?
Apply it to your brand!
Use it as the branded lens to look through any time you’re working on your business.
Consider it when choosing your logo, finding your voice, building a website, or planning a campaign.
You’ll be making more calculated decisions for your business and building better relationships with your customers.
“Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way, they have a relationship with it and care about it.”
– Margaret Mark and Carol S. Pearson, from The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Which archetype resonates with your brand?