What Are Brand Archetypes [Guide 2020]

It doesn’t matter if your brand is starting or going through a rebranding phase; establishing a connection with customers and setting yourself from the competition will lead to success.

So, how can a brand-building connection and stand out amongst the crowd? Identifying and aligning with a brand archetype!

The History of Archetypes

Dating back to decades ago during the 17th century (?), Carl Jung theorized that people thrive off deep connections. Creating archetypes in a story connects readers to the book, and it works the same way with branding.

When your brand aligns with an archetype, your customers will be able to relate more deeply to your product, building a relationship with the likelihood of returning as customers.

Learning about the Archetypes

First things first, your brand needs to meet with a digital marketing agency to host a branding workshop.

During the workshop, you will explore the 12 different types of archetypes. Once your brand identifies with two archetypes, you will name one a primary archetype and the other a secondary archetype.

Your brand will then need to attend another workshop to learn more about the two archetypes. Remember, your primary archetype is what you are going to mainly use, but it is good to sprinkle in a dash of the secondary archetype to broaden your customer base.

The 12 Different Archetypes

1. The Hero

2. The Ruler

3. The Outlaw

4. The Explorer

5. The Magician

6. The Creator

7. The Jester

8. The Lover

9. The Innocent

10. The Everyman

11. The Caregiver

12. The Sage

The Hero

This archetype believes in leaving a mark on the world through their mastery. With their skill, the hero can make the world a better place. Brands like Nike and Gatorade use this archetype to show that using their products helps you give it your all.

The Ruler

The ruler provides order to the world with control. By taking charge, the ruler makes an authoritative figure. Mercedes Benz and other luxury car brands like Lexus did a good job showing that rewarding one with nice things is well worth it.

The Outlaw

This archetype believes in taking risks for the freedom of all. The outlaw is liberating and rebellious while living on the wild side. Brands like Harley Davidson use the outlaw to take a stand and not listen to the norm.

The Explorer

The explore is free and adventurous. Brands like Jeep use this archetype to show that their products can help you get out and explore all the world has to offer.

The Magician

The magician is powerful and magical. Disney and Coca Cola do a great job using this archetype to show their brands’ endless possibilities if you just believe. This archetype makes things exciting and gives people something to look forward to.

The Creator

This archetype believes in innovation by motivation. Apple uses the creator as their archetype to show their customers that they can turn their dreams into reality with their creative products.

The Jester

The jester delivers pleasure through humor. They entertain by connecting with others. Old Spice and Skittles use their products to bring their customers joy making light of life.

The Lover

The lover connects with others through intimacy and romance. Beauty brands and fragrances like Estee Lauder use this archetype to bring fantasy and passion to their customers.

The Innocent

This archetype is safe and pure. Using charm and optimism, the innocent can deliver service and products that are pleasurable to all.  

The Everyman

The everyman archetype is the “average Joe” of archetypes. They want everyone to feel like they belong. Amazon uses this archetype to bring people together with value and love. 

The Caregiver

The caregiver believes in kindness and helping others. The archetype offers a nurturing service. UNICEF and non-profit organizations tend to use the caregiver archetype to deliver a service with a smile.

The Sage

The sage is full of knowledge and satisfaction. BBC is a great example of a brand that accurately uses the sage archetype. They believe in passing along their guidance and understanding.  

Consistently using your archetype in your marketing plan is going to strengthen your brand. The more you use your archetype, the more likely customers will identify with your brand.