top of page

4 Minute read

What Are Brand Archetypes?
(5 Perfect Examples)

Avatar-01.png

Written by

Kristian F.

Date-01.png

Published on

Dec 29, 2022

Starting a company can be quite challenging especially once you start dabbling in the world of branding. Soon you realize how many things you don't know and how many things you need to sort out before you can comfortably launch your business, and one of those things is Brand Archetypes.


Jump to a Section:


- What are Brand Archetypes?

- Why should you use brand Archetypes?

- 5 Perfect Examples of Brand Archetypes

- Conclusion



What are Brand Archetypes?


Brand archetypes are a way of understanding and defining the personality and characteristics of a brand. They are based on the work of Carl Jung, a Swiss psychiatrist and psychoanalyst, who identified a set of archetypes or universal symbols that appear in the mythology, stories, and cultural traditions of societies around the world.


These archetypes are thought to reflect fundamental aspects of human psychology and behavior and can be used to help identify the values, personality, and style of a brand.


There are 12 main brand archetypes that are commonly used in marketing and branding:


12 main brand archetypes explain with example article by branding expert infographic image

1. The Explorer

A brand that represents adventure, exploration, and discovery.


2. The Creator

A brand that represents innovation, creativity, and artistic expression.


3. The Healer

A brand that represents care, compassion, and healing.


4. The Hero

A brand that represents bravery, strength, and determination.


5. The Outlaw

A brand that represents rebellion, nonconformity, and rule-breaking.


6. The Magician

A brand that represents transformation, mystery, and the unexpected.


7. The Lover

A brand that represents passion, intimacy, and connection.


8. The Caregiver

A brand that represents nurturing, support, and protection.


9. The Jester

A brand that represents playfulness, humor, and fun.


10. The Sage

A brand that represents wisdom, knowledge, and expertise.


11. The Innocent

A brand that represents purity, simplicity, and optimism.


12. The Ruler

A brand that represents power, authority, and control.


By identifying and aligning with a particular brand archetype, companies can create a strong and consistent brand identity that resonates with their target audience and helps to differentiate them from their competitors.



Why should you use brand archetypes?


why should you use brand archetypes? for clarity, emotional connection, differentiation, consistency, storytelling

There are several reasons why using brand archetypes can be beneficial for a company:


Clarity: Identifying and aligning with a specific brand archetype can help to clarify the personality, values, and messaging of a brand, which can make it easier for the company to communicate with their target audience and create a cohesive brand identity.


Emotional connection: Brand archetypes are based on universal symbols that tap into deep-seated emotions and desires. By aligning with a specific archetype, a brand can create an emotional connection with its audience, which can be more powerful and memorable than a purely rational appeal.


Differentiation: By aligning with a specific brand archetype, a company can differentiate itself from its competitors and stand out in a crowded market.


Consistency: Using brand archetypes can help to ensure consistency in the way a brand presents itself across different channels and touchpoints. This can help to build trust and credibility with the audience.


Storytelling: Brand archetypes can be used as a framework for storytelling, helping to create engaging and compelling narratives that are relevant and resonant with the target audience.


In summary, using brand archetypes can help a company to clarify its brand identity, create an emotional connection with its audience, differentiate itself from its competitors, maintain consistency in its messaging, and create engaging and compelling stories.



5 Perfect Examples of Brand Archetypes


Here are five examples of well-known brands that align with specific brand archetypes:


Nike - The Hero


Nike the hero brand archetype with characteristics strong confident empowering

Nike's brand personality is strong, confident, and empowering. The brand's tagline "Just Do It" and its association with high-performance athletes and sports teams position it as a hero brand, inspiring consumers to be their best selves and achieve their goals.


Apple - The Creator


Apple the creator brand archetype with characteristics innovative creative cutting-edge

Apple's brand personality is innovative, creative, and cutting-edge. The brand's sleek design and focus on technology and design position it as a creator brand, appealing to consumers who value creativity and innovation.


Starbucks - The Sage


starbucks the sage with characteristics sophisticated knowledgeable refined

Starbucks' brand personality is sophisticated, knowledgeable, and refined. The brand's association with specialty coffee and its focus on sustainability and social responsibility position it as a sage brand, appealing to consumers who value quality, expertise, and social consciousness.


Coca-Cola - The Jester


coca cola the jester with characteristics fun playful lighthearted

Coca-Cola's brand personality is fun, playful, and lighthearted. The brand's association with popular culture and its use of catchy slogans and memorable marketing campaigns position it as a jester brand, appealing to consumers who want to have fun and enjoy life.


Mercedes-Benz - The Ruler


mercedes-benz the ruler with characteristics luxurious prestigious powerful

Mercedes-Benz's brand personality is luxurious, prestigious, and powerful. The brand's association with high-end vehicles and its focus on quality and performance position it as a ruler brand, appealing to consumers who value status, power, and excellence.



Conclusion


Brand archetypes are a useful tool for every business because they help to clarify and define the personality, values, and messaging of a brand. By aligning with a specific brand archetype, a company can create an emotional connection with its audience and differentiate itself from its competitors.


Brand archetypes also provide a framework for storytelling and help to ensure consistency in the way a brand presents itself across different channels and touchpoints.


Overall, using brand archetypes can help a business to create a strong and cohesive brand identity that resonates with its target audience and supports its overall goals and objectives.

Starting a company can be quite challenging especially once you start dabbling in the world of branding. Soon you realize how many things you don't know and how many things you need to sort out before you can comfortably launch your business, and one of those things is Brand Archetypes.


Jump to a Section:


- What are Brand Archetypes?

- Why should you use brand Archetypes?

- 5 Perfect Examples of Brand Archetypes

- Conclusion



What are Brand Archetypes?


Brand archetypes are a way of understanding and defining the personality and characteristics of a brand. They are based on the work of Carl Jung, a Swiss psychiatrist and psychoanalyst, who identified a set of archetypes or universal symbols that appear in the mythology, stories, and cultural traditions of societies around the world.


These archetypes are thought to reflect fundamental aspects of human psychology and behavior and can be used to help identify the values, personality, and style of a brand.


There are 12 main brand archetypes that are commonly used in marketing and branding:


12 main brand archetypes explain with example article by branding expert infographic image

1. The Explorer

A brand that represents adventure, exploration, and discovery.


2. The Creator

A brand that represents innovation, creativity, and artistic expression.


3. The Healer

A brand that represents care, compassion, and healing.


4. The Hero

A brand that represents bravery, strength, and determination.


5. The Outlaw

A brand that represents rebellion, nonconformity, and rule-breaking.


6. The Magician

A brand that represents transformation, mystery, and the unexpected.


7. The Lover

A brand that represents passion, intimacy, and connection.


8. The Caregiver

A brand that represents nurturing, support, and protection.


9. The Jester

A brand that represents playfulness, humor, and fun.


10. The Sage

A brand that represents wisdom, knowledge, and expertise.


11. The Innocent

A brand that represents purity, simplicity, and optimism.


12. The Ruler

A brand that represents power, authority, and control.


By identifying and aligning with a particular brand archetype, companies can create a strong and consistent brand identity that resonates with their target audience and helps to differentiate them from their competitors.



Why should you use brand archetypes?


why should you use brand archetypes? for clarity, emotional connection, differentiation, consistency, storytelling

There are several reasons why using brand archetypes can be beneficial for a company:


Clarity: Identifying and aligning with a specific brand archetype can help to clarify the personality, values, and messaging of a brand, which can make it easier for the company to communicate with their target audience and create a cohesive brand identity.


Emotional connection: Brand archetypes are based on universal symbols that tap into deep-seated emotions and desires. By aligning with a specific archetype, a brand can create an emotional connection with its audience, which can be more powerful and memorable than a purely rational appeal.


Differentiation: By aligning with a specific brand archetype, a company can differentiate itself from its competitors and stand out in a crowded market.


Consistency: Using brand archetypes can help to ensure consistency in the way a brand presents itself across different channels and touchpoints. This can help to build trust and credibility with the audience.


Storytelling: Brand archetypes can be used as a framework for storytelling, helping to create engaging and compelling narratives that are relevant and resonant with the target audience.


In summary, using brand archetypes can help a company to clarify its brand identity, create an emotional connection with its audience, differentiate itself from its competitors, maintain consistency in its messaging, and create engaging and compelling stories.



5 Perfect Examples of Brand Archetypes


Here are five examples of well-known brands that align with specific brand archetypes:


Nike - The Hero


Nike the hero brand archetype with characteristics strong confident empowering

Nike's brand personality is strong, confident, and empowering. The brand's tagline "Just Do It" and its association with high-performance athletes and sports teams position it as a hero brand, inspiring consumers to be their best selves and achieve their goals.


Apple - The Creator


Apple the creator brand archetype with characteristics innovative creative cutting-edge

Apple's brand personality is innovative, creative, and cutting-edge. The brand's sleek design and focus on technology and design position it as a creator brand, appealing to consumers who value creativity and innovation.


Starbucks - The Sage


starbucks the sage with characteristics sophisticated knowledgeable refined

Starbucks' brand personality is sophisticated, knowledgeable, and refined. The brand's association with specialty coffee and its focus on sustainability and social responsibility position it as a sage brand, appealing to consumers who value quality, expertise, and social consciousness.


Coca-Cola - The Jester


coca cola the jester with characteristics fun playful lighthearted

Coca-Cola's brand personality is fun, playful, and lighthearted. The brand's association with popular culture and its use of catchy slogans and memorable marketing campaigns position it as a jester brand, appealing to consumers who want to have fun and enjoy life.


Mercedes-Benz - The Ruler


mercedes-benz the ruler with characteristics luxurious prestigious powerful

Mercedes-Benz's brand personality is luxurious, prestigious, and powerful. The brand's association with high-end vehicles and its focus on quality and performance position it as a ruler brand, appealing to consumers who value status, power, and excellence.



Conclusion


Brand archetypes are a useful tool for every business because they help to clarify and define the personality, values, and messaging of a brand. By aligning with a specific brand archetype, a company can create an emotional connection with its audience and differentiate itself from its competitors.


Brand archetypes also provide a framework for storytelling and help to ensure consistency in the way a brand presents itself across different channels and touchpoints.


Overall, using brand archetypes can help a business to create a strong and cohesive brand identity that resonates with its target audience and supports its overall goals and objectives.

Creative market one of a kind fonts graphics templates themes and photos to accelerate your design projects colorful ad design

Discover more Resources

Graphic Design Masterclass Learn GREAT Design Courses

Graphic Design Masterclass Learn GREAT Design

ㅤ

Courses

Subscribe to the Branding Expert Youtube Channel Tutorials

Subscribe to the Branding Expert Youtube Channel

ㅤ

Tutorials

Logo Design Mastery In Adobe Illustrator Learn Logo Design Theory, Creative Process, Work Working Clients & Mastering Adobe Illustrator

Logo Design Mastery In Adobe Illustrator

ㅤ

Courses

Adobe Photoshop photoshop online
best free photo editor online
adobe photoshop download for pc
photoshop free download for windows 10
adobe photoshop cs6 download
adobe photoshop online
adobe photoshop cs6
adobe photoshop free download for windows 7
adobe photoshop 2021
photoshop free download for PC
photoshop download for windows 10
online photoshop free
photoshop app
adobe photoshop express
best online photo editor
adobe photoshop free download for windows 10
adobe photoshop elements
adobe photoshop cc
adobe photoshop 2021 free download
adobe photoshop cs6 free download
adobe photoshop cc 2021
adobe photoshop 2021 free download for lifetime
photoshop free download no trial

Download the Latest Version of Adobe Photoshop

ㅤ

Software

Adobe Illustrator adobe photoshop
inkscape
illustrator design
adobe illustrator cs6
adobe illustrator tutorials
adobe illustrator draw
adobe illustrator price
adobe illustrator draw mod apk
adobe illustrator cs6 free download full version with crack
adobe illustrator free download 64 bit
adobe illustrator draw download
adobe illustrator free download for windows 7 32 bit
adobe illustrator cs6 free download
adobe illustrator license
adobe illustrator free online
adobe illustrator alternative
adobe illustrator free alternative
adobe draw download
adobe illustrator draw apk download
adobe illustrator login
adobe illustrator tutorials pdf
adobe illustrator download apk
adobe illustrator course

Download the Latest Version of Adobe Illustrator

ㅤ

Software

2023 Best Branding Agencies by DesignRush

2023 Best Branding Agencies by DesignRush

ㅤ

Awards

branding
branding design
branding definition
branding meaning
jobs in marketing
branding books
branding agency
branding strategy
what is branding
brand identity
brand equity
product branding examples
what is brand name
branding jobs
branding consultant
brand manager salary
brand book example
brand strategy template
brand identity examples
entry level marketing jobs
branding strategy examples
types of branding strategy
brand development
good branding
brand marketing jobs
brand book design
branding strategy template
brand books pdf

Download eBook for FREE

Learn everything you need to know about Branding your Business free of charge

Success! Enjoy the eBook

You might like

design brand branding new services company work logo experience contact customers graphic graphic design business identity top website designs create graphics project art projects site policy search privacy privacy policy design agency new York web design design companies san francisco brand identity logo design design services design graphic design graphic design graphic design companies digital marketing design company full service design agencies brand strategy design studio design digital design solutions

Most people find themselves in a common dilemma where they need graphic design assistance on one...

design portfolio graphic graphic design designer design portfolio best portfolios graphic designer projects project web new designers experience work website create clients creative page design portfolios best work portfolio examples portfolio website graphic design portfolios case studies design portfolio examples potential clients graphic design portfolio examples social media web design new york art director best graphic graphic designers online portfolio design work high quality best graphic design brand identity logo design privacy policy freelance graphic design process award winning freelance graphic designer

So you started your designer journey and noticed that most of your fellow designers have developed...

wrap car wraps wrapping new vehicle sign product privacy film paint shop color products find contact offers service vinyl vinyl wrap gloss black tint car wrap metallic carbon vinyl wraps window carbon fiber fiber tools design save search high free customer shipping time policy order customers wide privacy policy car wraps paint protection matte metallic car wrapping

If you're looking to give your vehicle a fresh new look without breaking the bank, a car wrap is a...

bottom of page