brand archetypes examples

What are the 12 Brand Archetypes: Which One Is Your Brand? Guide + Examples

Table of contents

What happens when I find my brand’s archetype?
How to determine the brand archetype?
The 12 Jungian Archetypes, which one are you?
The Magician
The Creator
The Ruler
The Lover
The Caregiver
The Jester
The Sage
The Explorer
The Rebel
The Hero
The Everyman
The Innocent

In part 2 of this article, we delve into what goes next after choosing the archetype: how to use it, and what will depend on it.

Archetypes in general are the collective experiences, behavioral programs that we realize going through life. Carl Jung, a psychologist from Switzerland, was the first to define the 12 archetypes that represent universally familiar characters. In fact, in a human being, you can find traces of all archetypes, yet there will be one that will stand out the most: and the same goes with your brand.

Archetypal branding can be considered the basics of brand psychology. If we think about why some people love certain brands more than others, we can assume that those companies simply cater to your archetype.

An archetype is essentially a character of your brand, and alive representation, that is created taking into consideration all the nuances of the target audience and the brand’s concept. The formula is simple, if a brand is relatable to its target audience, it’s loved by it.

A brand archetype is a person you’re addressing.

What happens when I find my brand’s archetype?

You can use the brand archetypes. You will now know how people will see, and comprehend your brand. You will know what the brand would sound, look, and behave in certain situations. You will understand its values, and views on life.

Now, you can take this understanding and use it to build your brand personality, and further use it in all communication mediums: from social media posts to video ads; from the website content to choosing your brand’s opinion leaders.

If you are addressing, talking to the branding archetypes, you can speak to your target audience on an emotional level, instinctual even.

How to determine the brand archetype?

Before jumping into the 12 Jungian archetypes wheel, we offer you to first describe your brand. Doing it beforehand will allow you to not get lost, and simply match your description with one of the characters.

Try answering the following questions:

  1. What is the mission of my brand?
  2. What brand do we take as an example?
  3. What is the enemy of my brand? 
  4. How do we want to address our users, what tone of voice to use?
  5. How do we want people to feel after experiencing our brand? 
  6. What adjectives describe my brand best?

The 12 Jungian Archetypes, which one are you?

The Magician

magician brand archetype

If you’re determined to resolve a problem, make it magically disappear with your services, you’re a Magician brand archetype. 

Brands of this type appear to be just as you imagine a Magician would look like – knowledgeable, they have access to some secret information that will allow them to mysteriously solve any issue, and fulfill any wish.

They are driven by a strong desire to discover something new and transform something old. They reject doubts and stagnation.

Positioning & Marketing.
The customers you will be catering to need to learn something from your brand or influence others by using your services. You should provide them with a feeling that you are a source of some secret knowledge, they won’t be getting from anywhere else. Make your ads inspiring, and show how your brand makes dreams come true.

Your service or a product should be a solution to the Magician’s problems.

Middle/high pricing tier.
Make an accent on UI. 
Analyze the problems of your target audience.

Brand voice: Mysterious, Imaginative, Reassuring, Knowledgeable, Visionary, Сharismatic.

Color palettes: Blacks, Grey, Whites, Purples.


Brand archetype examples: Disney, Dyson, TUI, Xbox, Apple

The Creator

creator brand archetype

Creator brand archetype always has its own vision of the world: it should be this, and I will make it that way with my product. You want to produce something truly exceptional, that will help others to uncover their potential.

This brand archetype is innovative, imaginative, and playful in a way. They are driven by self-expression and imagination and stay clear of familiarity, being unauthentic.

Positioning & Marketing.
The narrative should be that with the help of your product, people will be able to become more creative, uncover their potential, and foster imagination.

Generally, trying to appeal to the Creators in your audience, you should forget about boring ads, they won’t like it. Try pushing something creative, use novel ads, and do not be afraid to push some boundaries.

Give the Creator a tool to express themselves.
Think about adding the ‘make it yourself’ element, if possible – let the Creator create.
In your content, share inspirational materials

Brand voice: Inspirational, Slightly provocative, Passionate, Authentic, Perfectionist.

Color palettes: Reds, Yellows, Whites

Creative writing

Brand archetype examples: Adobe, GoPro, Lego

The Ruler

ruler brand archetype

The ruler brand archetype craves power and control. They are fond of rules, and even more fond of creating the rules themselves. If you like to play the game properly and make a stable, life-long product, chances are you need to be talking to this archetype.

These brand archetypes are confident, they are fair, their image is polished and solid. Rulers are the leaders in their industry, they won’t stand being overthrown by a competitive company.

The Rulers lead the way by not speaking aloud, but by providing excellent quality products, and fostering trust with their customers. They promise success in life and work.

They are driven by prosperity, power, and status. They reject poverty, failure, and being a layman.

Positioning & Marketing.
You want to stress the prestige and status your customer will receive, buying your product. Remember your audience are leaders themselves, they are dominant by nature and won’t appreciate patronizing advertisements. With your ads, you should promise them power, and stability.

Premium segment
Life-long quality assurance

Brand voice: Refined, Commanding, Articulate, Higher class

Color palettes: Blues, Reds, Greens

Prestige cars
Manufacturers of fine objects such as watches
High apparel
Any luxury or high-quality brands
Personal brand

Brand archetype examples: Rolls Royce, Microsoft, American Express.

The Lover

lover brand archetype

Associated with romance and passion, the Lover brand archetype inspires closer relationships and improves connections. This brand archetype promotes pleasure in every life medium – in work, and in personal life. Their brand mission is to help people feel appreciated, belong, connect, and enjoy intimacy.

Lovers convey the feeling of striking beauty that cannot be ignored. Driven by sensuality and affection, they stay away from invisibility and rejection.

Positioning & Marketing.
With this type of customer, you need to focus on the appearance of the goods you sell. In your ads emphasize how it feels to use your product, and how attractive and special it will make them. Try your best to tell a client that with your goods, their individuality will pop. 

Middle and high price tier
Sell from the sexual, romantic standpoint
Can be targeted on everyone except children

Brand voice: Passionate, sensual, intimate, romantic, warm, committed, idealistic

Color palettes: Reds, Pinks

Fashion, especially haute couture
Exotic cars
Exotic travel

Brand archetype examples: Victoria’s Secret, Häagen-Dazs, Cesar, Chanel

The Caregiver

caregiver brand archetype

Empathic, and driven by the desire to help the less fortunate, these brands are considered more trustworthy – as they do not seem to be doing it for the money. They live to provide services, nurture, and help their client. It is in their arms that clients can find recognition, protection, and safety.

As a brand, the Caregiver brand archetype provides a tool, and the means for their client to care for themselves, or others. Offering help, service, and support, they won’t tolerate helplessness or blame.

Positioning & Marketing.
When talking to customers show them that you care about their life, and feelings, assure that you will provide the needed support. Avoid being too patronizing, or aggressive in your ads – this can scare the clients away.

Push on the emotions, and help people feel recognized for what they are and what they do. You want to assure the client that with your brand they will receive all the needed help, right away.

Focus on the services
Care about the client, or help them care about someone

Brand voice: Caring, maternal, nurturing, selfless, generous, compassionate, warm.

Color palettes: Pastels, Soft blues, Pinks

Hospitals and medicine
Nonprofits and charity appeals
Environmental organizations
Baby & pregnancy goods
Repair works

Brand archetype examples: NSPCC, NHS, Heinz, Johnson’s Baby, Campbell’s Soup.

The Jester

jester brand archetype

The Jester brand archetype lives for joy. They are dedicated to bringing laughter into everyone’s life – cause it’s too short to stay sad. This brand archetype’s mission is to lighten the mood, connect with their inner child, and think outside the box – they are known innovators.

Living in the moment, enjoying life to the fullest, they fear boredom. They are not known to obey rules very well: their carefree nature won’t let them be confined by anything. 

You take my services and will offer you laughter and entertainment, this is their message to the customers.

Positioning & Marketing.
People drawn to the Jester brands are looking for entertainment, and rich experiences – so make every ad an experience for them. Offer something funny, make a joke out of life’s seriousness and pompousness. Accent the humor and what’s the value of your goods for the client (experiences).

Relatively cheap prices
New impressions & experiences
Go about your materials with ease and humor

Brand voice: Fun, sense of humor, light-hearted, mischievous, irreverent, playful, optimistic.

Color palettes: Bright, fun, and eye-catching palettes.

Confectionary services
Child services
Beverage industry
Snacks, ‘unhealthy’ food

Brand archetype examples: Cadbury’s, Paddy Power, Budweiser, Fanta, M&M, Skittles.

The Sage

sage brand archetype

The Sage brand archetype is looking for wisdom – in every situation. They won’t lie or mislead, they believe the truth should be sought for. Their mission is to help the world gain wisdom, Sages share knowledge and insight. These brands are aimed at helping people understand the world better, by providing practical solutions.

They are seen as trustworthy and will be left by the client if they spot any unchecked or misleading data. Sages are true explorers and researchers, they thrive to learn more, and encourage their audience to do so as well.

Positioning & Marketing.
The audience you’re referring to are knowledge-seekers: make sure your ads shed light on an issue or give your clients food for thought. You can use higher-level vocabulary or difficult symbolic imagery. Make sure you don’t spoon-feed them: trust your audience to grasp your ideas and understand intellectual jokes.

Share insights and experience
The brand is based on researches
Quality is certified by reputable sources
Share food for thought, encourage to analyze every situation

Brand voice: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor.

Color palettes: Dark greens, Browns

Media and news outlets
Schools and universities
Search engines
Software & tech

Brand archetype examples: TED, The Economist, Discovery Channel, The Wall Street Journal, Intel, HP, CNN.

The Explorer

explorer brand archetype

The Explorer brand archetype is Indiana Jones, an adventurer that strives to leave boredom behind and leap into looking for a new experience – changing the world while at it. Explorers aspire to throw off the shackles of norms and rules and discover true freedom.

By indulging in adventures, these brands want to help others discover the unknown through their vision. They offer fulfillment through new experiences.

Driven by self-discovery and exploration, they fear to be entrapped and restricted.

Positioning & Marketing.
Forget about domestic-focused ads, promoting stability and peacefulness. Your audience is travelers, adventure-seekers. They enjoy brands that promote self-discovery and looking for freedom. Invite them to join the journey, offer something that will help them: something easy to use, useful during long trips, compact enough to use on the go.

Offer your customers to experience something new and unknown, and don’t be too rigid about it.

Providing a service that’ll help express individuality
Accent on practicality

Brand voice: Restless, adventurous, ambitious, individualistic, independent, pioneering.

Color palettes: Greys, oranges, browns

Outdoor equipment
Automotive SUV category
Adventure traveling
Extreme sports

Brand archetype examples: Jeep, Red Bull, The North Face, GoPro.

The Rebel

rebel brand archetype

Rebels or Outlaws are dedicated to break the rules and fight authority. They aim to disrupt the existing system to pave the way to something new, better, and cheaper. They undermine the authority, make people question it, and turn to them instead.

The Rebel brand archetype representatives believe that changes are possible only through revolution, and they invite others to join them. These brand archetypes allow people to vent, rant, and discard conventional ideas and standards.

Driven by independence, and liberation, Rebels hate conformity. 

Positioning & Marketing.
In marketing, you should outline independence and fresh thinking. Tell people how free and unchained they will feel if they buy your product. Try going with something shocking in your ads, something unique, that won’t have obvious promotion to it.

Middle price tier
Product of the revolutionary nature
Oftentimes has a very patriotic feel to it

Brand voice: Rebellious, iconoclastic, wild, paving the way for change

Color palettes: Reds, Blacks

Alternative apparel
Destruction tools
Men’s cosmetics

Brand archetype examples: Harley Davidson, Diesel, Greenpeace.

The Hero

hero brand archetype

What does a superhero look like to you? These characters are driven by a strong feeling of just, they want to improve the world, and solve major problems – or inspire others to do so.

They appear to be the strongest, the most skillful, and tough. They protect people and sell not a product, but a feeling of self-confidence and a desire to go all out, to unleash true potential.

The Hero brand archetype enjoys challenging themselves – and others, as well as overcoming hardships. Driven by mastery, they don’t like incompetency.

Positioning & Marketing.
Focus your marketing around achievements, challenge your customers to buy the product – this way they will become stronger, more confident, and fearless. Make them feel as if they are the main character in comic books: put an emphasis on their individuality and personal achievements.

High quality
Innovational product
Let’s a user to show strong character traits

Brand voice: Courageous, bold, honorable, strong, confident, inspirational.

Color palettes: Bright blues, reds, and yellows.

Outdoor equipment
Emergency services such as electricity, mechanics, plumbing, etc.
Video games

Brand archetype examples: Nike, Red Cross, The SAS, Duracell

The Everyman

everyman brand archetype

Everyman is relatable and down to earth. This brand archetype is wholesome and provides a sense of belonging to a group. The goal of the Everyman is to connect people and advocate for solid virtues.

Everyman archetype appeals to the mass market: they disregard luxury, they cater to people who know the money’s worth. They advocate for good quality and practicality.

In talking to the audience they are friendly and fun. Everyman is generally considered to be reliable, trustworthy, and providing comfort.

The brands of this archetype drive on fellowship, they do not like exclusion.

Positioning & Marketing.
Try your best to evoke trust within your audience – they are not especially adventurous, they prefer the familiar to the strange, and emotionally connect with brands they relate to.

Talk about the availability of your product for all kinds of people, show the inclusivity of all kinds: race, body type, and financial status.

Low or middle price tier
Often products for everyday use

Brand voice: Down to earth, supportive, faithful, folksy, person next door, connects with others

Color palettes: Soft, desaturated palettes.

Everyday apparel
Automotive family segment
Comfort food

Brand archetype examples: McCain, Tesco, Ford, Carling, Facebook, Levi’s, GAP

The Innocent

innocent brand archetype

The Innocent’s mission is to be happy. They are focused on channeling good emotions and try their best to do only the right things. The Innocent archetype brands are simple, they don’t like big words. Oftentimes connected with associations of a family, they are honest, joyful, and have good virtues.

Can also be nostalgic and tightly bound with morality. To their eyes ‘life is good, life is great, life is unbelievable’ – they see the world through a child’s eyes. They put themselves on a mission of spreading joy and love in the cynical world of today.

Positioning & Marketing.
Don’t go overboard with your ads: put everything simply. Offer something optimistic and fun. Accent on something related to a family, something reminding people of home coziness and values. Promise your customers happiness in exchange for your goods. Offer a simple solution to complex issues.

Low and middle price tier
Immaculate reputation
Simplicity in communication
Associations with childhood

Brand voice: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal

Color palettes: Bright colors, pastels.

Anything body and health-related
Organic products
Healthy lifestyle
Fresh food
Interior design

Brand archetype examples: Coca Cola, Innocent, Dove soap, Cottonelle bathroom tissue.

Have you figured out your brand archetype, yet? Think wisely, as the one you choose will lay at the core of your brand. Then, on top of it, you will be layering all the brand visuals, language, values, everything through the prism of your archetype. 

In part 2 of this article, we delve into what goes next after choosing the archetype: how to use it, and what will depend on it.

Stay true to your archetype, with Gingersauce

Your answer is – create a brand book using Gingersauce! Gingersauce is a professional tool for creating brand guidelines, that combines smart automation and your creativity. It’s a professional tool – meaning, it won’t do a half-baked job, leaving you with a mediocre result. 

A key goal of brand guidelines is keeping a record of all your branding elements, including the visuals built around your brand’s archetype: Gingersauce will gather everything in one place and will help you make sure your brand design stays consistent and cohesive.

You can download a created brand book right away – it will look promising even with no customization!

Create My Brand Guidelines

The author

Josh Bloch
Josh Bloch

Josh is a multidisciplinary designer with over 20 years of experience in industrial design, exhibitions, branding, 2d and 3d animation, graphics for print and digital, illustration, and UX/UI for mobile and desktop apps.

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