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4 Minute read

What Are Brand Archetypes?
(5 Perfect Examples)


Written by

Kristian F.


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