Ultimate Guide To Building Brands In 2022

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Brand Archetypes Guide To Branding


Brand Archetypes: The Ultimate Guide to Building Brands

When it comes to brand building, there is no one-size-fits-all answer. What works for one company might not work for another. However, a tool can help you create a brand that resonates with your audience and helps you achieve your business goals: brand archetypes.

Brand archetypes are universal symbols that can be used to create solid and relatable brands. By understanding the power of brand archetypes, you can simplify the process of brand building and create a brand that is more rewarding and worthy of respect.

In this guide, we will explore what brand archetypes are, how you can use them to build solid brands and some examples of well-known brands that have used brand archetypes to significant effect.

So let’s get started!

What are brand archetypes?

Brand archetypes are potent tools that you can use to build strong and successful brands. By understanding the different archetypes, you can create a brand that resonates with your audience and allows you to connect with them more profoundly.

Psychologist Carl Jung first identified 12 brand archetypes. These archetypes represent how people see themselves in the world. When you understand the brand archetype of your audience, you can better connect with them and create a brand that they can relate to.

Each brand archetype has its characteristics, strengths, and weaknesses. When you understand these qualities, you can create a brand that resonates with your audience and allows you to connect with them. Let’s take a closer look at each of the 12 brand archetypes.

1 – The Innocent Brand Archetype

Innocent Brand Archetypes

The innocent brand is optimistic, wholesome, and pure. This brand archetype represents hope, possibilities, and new beginnings. The innocent brand is all about being true to yourself and your values.

This brand archetype is often used in advertising targeting families, children, or anyone who wants to feel good about themselves and their world. The innocent brand is typically associated with colours like white, blue, and green.

When using this brand archetype:

  1. Be sincere and authentic to connect with your audience on an emotional level.
  2. Use images and stories that depict hope and possibilities.
  3. Focus on making your brand name synonymous with positivity and innocence.

Innocent brands are often associated with childhood or nostalgia. They evoke feelings of warmth, happiness, and safety.

Some examples of innocent brand archetypes include:

  • Disney
  • Coca-Cola
  • Hello Kitty
  • Dove

2 – The Sage Brand Archetype

Sage Brand Archetype

The sage brand archetype is wise, knowledgeable, and understanding. They represent truth, clarity, and insight. The sage brand is all about being a thought leader and trusted authority.

This brand archetype is often used in advertising targeting adults or anyone who wants to feel informed and educated. The sage brand is typically associated with blue, grey, and white colours.

When using this brand archetype:

  1. Be credible and trustworthy to connect with your audience on an intellectual level.
  2. Use images and stories that depict knowledge and understanding.
  3. Focus on making your brand name synonymous with wisdom and insight.

Sage brands are often associated with intelligence or sophistication. They evoke feelings of trust, respect, and confidence.

Some examples of sage brand archetypes include:

  • Google
  • IBM
  • The New York Times
  • BBC
  • Harvard University
  • Wikipedia

3 – The Explorer Brand Archetype

Explorer Brand Archetypes

The explorer brand archetype is adventurous, independent, and trailblazing. This brand archetype represents courage, freedom, and discovery. The explorer brand is all about pushing boundaries and taking risks.

This brand archetype is often used in advertising, targeting risk-takers or anyone who wants to feel liberated and alive. The explorer brand is typically associated with black, white, and silver colours.

When using this brand archetype:

  1. Be brave and bold to connect with your audience on a physical level.
  2. Use images and stories that depict exploration and discovery.
  3. Focus on making your brand name synonymous with adventure and excitement.

Explorer brands are often associated with journeys or travel, especially outdoors. They evoke yearning, wanderlust, excitement, courage, and independence.

Some examples of explorer brand archetypes include:

  • Jeep
  • National Parks Service
  • Red Bull
  • Virgin Airlines
  • Patagonia

4 – The Outlaw Brand Archetype

Outlaw Brand Archetype

The outlaw brand archetype is rebellious, edgy, and non-conformist. This brand archetype represents independence, defiance, and authenticity. The outlaw brand is all about being true to yourself and your values.

This brand archetype is often used in advertising targeting non-conformists or anyone who wants to feel rebellious and free. The outlaw brand is typically associated with colours like black, red, and grey.

When using this brand archetype:

  1. Be authentic and unafraid to connect with your audience on a primal level.
  2. Use images and stories that depict defiance and independence.
  3. Focus on making your brand name synonymous with rebellion and edginess.

Outlaw brands are often associated with danger or chaos. They evoke feelings of excitement, unpredictability, and freedom.

They can also be associated with counterculture or underground movements as they evoke feelings of anarchy, rebellion, and freedom.

Some examples of outlaw brand archetypes include:

  • Harley-Davidson
  • Diesel
  • Vans
  • Urban Outfitters

5 – The Magician Brand Archetype

Magician Brand Archetypes

The magician brand archetype is creative, resourceful, and visionary. This brand archetype represents transformation, imagination, and possibility. The magician brand is all about making the impossible possible.

This brand archetype is often used in advertising, targeting dreamers or anyone who wants to feel inspired and hopeful. The magician brand is typically associated with colours like purple, blue, and green.

When using this brand archetype:

  1. Be imaginative and creative to connect with your audience on a spiritual level.
  2. Use images and stories that depict transformation and possibility.
  3. Focus on making your brand name synonymous with magic and wonder.

Magician brands are often associated with creativity or artistry. They evoke feelings of possibility, opportunity, and imagination.

They are also associated with new beginnings or fresh starts as they evoke feelings of hope, inspiration, and possibility.

Some examples of magician brand archetypes include:

6 – The Hero Brand Archetype

Hero Brand Archetype

The hero brand archetype is brave, determined, and passionate. This brand archetype represents courage, strength, and leadership. The hero brand is all about fighting for what’s right.

This brand archetype is often used in advertising, targeting change-makers or anyone who wants to feel empowered and motivated. The hero brand is typically associated with colours like blue, red, and white.

When using this brand archetype:

  1. Be brave and determined to connect with your audience on an emotional level.
  2. Use images and stories that depict courage and strength.
  3. Focus on making your brand name synonymous with heroism and bravery.

Hero brands are often associated with justice or righteousness. They evoke feelings of hope, courage, and determination.

Similarly, they can be associated with progress or making a difference as they evoke feelings of empowerment, motivation, and inspiration.

Some examples of hero brand archetypes include:

  • Gatorade
  • Amazon
  • Rolex
  • FedEx
  • Adidas

7 – The Lover Brand Archetype

Lover Brand Archetype

The lover brand archetype is romantic, sensual, and passionate. This brand archetype represents love, beauty, and relationships. The lover brand is all about connection and intimacy.

This brand archetype is often used in advertising targeting anyone who wants to feel loved, appreciated, or desired. The lover brand is typically associated with pink, red, and white colours.

When using this brand archetype:

  1. Be romantic and sensual to connect with your audience on an emotional level.
  2. Use images and stories that depict love and beauty.
  3. Focus on making your brand name synonymous with love and relationships.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

Some examples of lover brand archetypes include:

  • Victoria’s Secret
  • Chanel
  • Tiffany & Co.
  • Cosmopolitan magazine

8 – The Jester Brand Archetype

Jester Brand Archetype

The jester brand archetype is playful, fun-loving, and carefree. This brand archetype represents joy, humour, and Entertainment. The jester brand is all about having fun and enjoying life.

This brand archetype is often used in advertising targeting anyone who wants to feel happy, amused, or entertained. The jester brand is typically associated with colours like yellow, orange, and green.

When using this brand archetype:

  1. Be playful and fun-loving to connect with your audience on a light-hearted level.
  2. Use images and stories that depict joy and humour.
  3. Focus on making your brand name synonymous with fun and Entertainment.

Jester brands are often associated with amusement or playfulness. They evoke feelings of happiness, laughter, and Fun.

Some examples of jester brand archetypes include:

  • M&Ms
  • Skittles
  • Old Spice
  • Budweiser
  • Hasbro

9 – The Everyman Brand Archetype

Everyman Brand Archetype

The everyman brand archetype is honest, down-to-earth, and relatable. This brand archetype represents simplicity, approachability, and ordinariness. The everyman brand is all about being relatable and accessible.

This brand archetype is often used in advertising targeting anyone who wants to feel understood or accepted. The everyman brand is typically associated with colours like blue and green.

When using this brand archetype:

  1. Be honest and down-to-earth to connect with your audience on a fundamental level.
  2. Use images and stories that depict ordinariness and approachability.
  3. Focus on making your brand name synonymous with simplicity and honesty.

Everyman brands are often associated with reliability or trustworthiness. They evoke feelings of dependability, faithfulness, and trust.

Some examples of everyman brand archetypes include:

  • Walmart
  • Target
  • Ikea
  • Old Navy
  • Ford

10 – The Caregiver Brand Archetype

Caregiver Brand Archetype

The caregiver brand archetype is compassionate, nurturing, and supportive. This brand archetype represents care, protection, and altruism. The caregiver brand is all about helping others and making a difference.

This brand archetype is often used in advertising targeting anyone who wants to feel cared for or supported. The caregiver brand is typically associated with colours like blue and green.

When using this brand archetype:

  1. Be compassionate and nurturing to connect with your audience on a caring level.
  2. Use images and stories that depict care, protection, and altruism.
  3. Focus on making your brand name synonymous with helping others and making a difference.

Caregiver brands are often associated with kindness or compassion. They evoke feelings of care, concern, and empathy.

Some examples of caregiver brand archetypes include:

  • Johnson & Johnson
  • Make-A-Wish Foundation
  • Heinz
  • The Red Cross
  • UNICEF USA

11 – The Ruler Brand Archetype

Ruler Brand Archetype

The ruler brand archetype is powerful, ambitious, and authoritative. This brand archetype represents control, status, and prestige. The ruler brand is all about being in charge and achieving success.

This brand archetype is often used in advertising targeting anyone who wants to feel powerful or prestigious. The ruler brand is typically associated with colours like blue and purple.

When using this brand archetype:

  1. Be assertive and ambitious to connect with your audience on a commanding level.
  2. Use images and stories that depict control, status, and prestige.
  3. Focus on making your brand name synonymous with power and success.

Ruler brands are often associated with strength or power. They evoke feelings of authority, confidence, and leadership.

Furthermore, they are often associated with wealth or success as they evoke feelings of admiration, respect, and aspiration.

Some examples of ruler brand archetypes include:

  • Rolls-Royce
  • Mercedes-Benz
  • Louis Vuitton
  • British Airways
  • Gucci

12 – The Creator Brand Archetype

Creator Brand Archetype

The creator brand archetype is innovative, original, and expressive. This brand archetype represents self-expression, artistry, and uniqueness. The creator brand is all about being creative and making things happen.

This brand archetype is often used in advertising targeting anyone who wants to feel expressive or original. The creator brand is typically associated with colours like blue, purple, and green.

When using this brand archetype:

  1. Be innovative and original to connect with your audience on a creative level.
  2. Use images and stories that depict self-expression, artistry, and uniqueness.
  3. Focus on making your brand name synonymous with creativity and innovation.

Creator brands are often associated with imagination or creativity. They evoke feelings of self-expression, artistry, and uniqueness.

Some examples of creator brand archetypes include:

  • Crayola
  • Lego
  • Pinterest
  • Pixar
  • Youtube

How to Use Brand Archetypes to Build Your Brand

Now that you understand what brand archetypes are and have seen some examples of each type, you may be wondering how you can use them to build your brand.

Here are a few tips:

Know your audience: The first step is to know your target audience inside and out. What are their values? What do they care about? What motivates them? Once you understand these things, you can narrow down which brand archetype would best fit your brand.

Consider your brand personality: Take some time to think about what kind of personality you want your brand to have. Do you want it to be serious and authoritative? Playful and fun? Creative and innovative? The more specific you can be, the better.

Be consistent: Once you’ve decided on a brand archetype, it’s vital that you be consistent in everything you do. Your brand identity, messaging, and marketing should all reflect your chosen brand archetype.

Tell a story: One of the best ways to connect with your target audience is to tell them a story. Stories are a powerful way to engage people emotionally, and they can be an excellent tool for helping people understand your brand.

Use visuals: In addition to telling stories, it’s also important to use visuals that reflect your brand archetype. The images and videos you use in your marketing should support the brand personality you’re trying to create.

Building a brand can be a challenge, but it becomes much simpler if you understand the power of brand archetypes. By knowing your audience and being consistent in your messaging and visuals, you can create a relatable and memorable brand. 

So what are you waiting for? Start building your brand today!



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