Brand Archetypes

Brand Archetypes Wheel

Know who you are, and attract the very audience you want.

In the new digital marketing world, it can really help your growth if you understand what brand archetypes are unique to your business, and then leverage all these archetype “quirks” in the way you approach your customers.

Each of the twelve archetypes, which have been derived from Jung’s original set, have their own personality traits. They have a unique vocabulary, typeface, style, colour pallet and photo selection. When you know how to use these correctly you can maximize your reach. 

Brands need to connect with their target audience in a meaningful way in order to build loyalty and trust, and you can do this very effectively by talking the same language as the customer you want to attract. 

It is important to take the time to do a proper analysis of your business. We will help you consider possible variations on your present theme that may be more optimal than what you’re currently doing. The Archetype’s below provides you with a conceptual framework to begin your exploration.

The Archetypes


The Outlaw

The Outlaw attracts people and stories fuelled by independence,
righteousness, change, and even vengeance, and as a branding archetype, The Outlaw conveys a message that it is better than the usual.

The Outlaw Brand represents a rebellious force challenging the status quo and inspiring a fearless pursuit of individuality. With an unapologetic attitude and a passion for breaking boundaries, this archetype embodies freedom, disruption, and the power to redefine the rules.

Harley Davidson is a fantastic example of a brand that fits this archetype.

Brand archetypes - Outlaw
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The Magician

Magician brands are touted as the gateway to transformative knowledge and experience and have the ability to take people on a journey of magical moments. They believe that we are only limited by our imagination and challenges.

By focusing on the individual rather than the group they flatter the client by telling them to trust their own gut. Magical customers need to feel like they are getting more intelligent or influencing people by using their services or products. A Magician brand should never be seen as being structured.

Adverts should be as imaginative and inspiring as possible. 

A good brand that reflects this is Walt Disney.

The Explorer

The explorer is on an everlasting journey of discovery and has a palpable inner drive to push themselves outside of their comfort zone. Explorers are independent, adventurous, brave, ambitious and love challenges which help them understand themselves better.

Explorer customers embrace brands that encourage self-discovery and freedom. They want the product or service to help them experience the new and unknown.

Think of Jeep.


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Innocent Puppy
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The Innocent

The Innocent Archetype Brand is a happy one, and they would ultimately like everyone else, especially their customers, to be happy as well. Innocents come across as trustworthy, enthusiastic, honest, simple, pure and very positive. They see the good and beauty in everyone.

Innocent brand attracts customers that prefer gimmick-free products and natural and unfussy advertising. They favour simplicity and straight-talking.

Which brand reflects this perfectly? well, Dove does.

The Sage

The Sage brand seeks wisdom, truth and knowledge with a desire to understand the world and share with others what they know to enable them to take action. They encourage their customers to grasp difficult ideas and understand a higher level of vocabulary.

The Sage customer is a life-long learner and will constantly be on the look out for new sources of information. They like to be challenged to think in new
ways, and enjoy expressing their knowledge with philosophical conversations.

The BBC brand is a great Sage Archetype!

Sage thinking
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The Caregiver

The Caregiver Brand is driven by the desire to protect and care for others in need. Caregivers are not just reactive, they are also preventative. The brand promises recognition for using their products or service.

Caregiver customers want to be acknowledged for their endeavours, without being patronised. Because of this they will find pushy adverts a massive turn-off. To appeal to a Caregiver customer, adverts have to tug at their heart strings.

Huggies are the epitome of a caregiver brand.

The Ruler

Ruler brands portray an image of being polished, dominant, solid and also very masculine. They speak with authority and like to be the leaders in their products and services. They show prosperity and success and the customers
that are loyal fans of these brands have the same desire.

Ruler customers think of themselves as responsible, confident and in control
of their lives. They will therefore value adverts that re-enforce a feeling of power and stability in their lives.

Think of Rolex, and you will have a Ruler Archetype Brand.

The Ruler
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The Creator
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The Creator

The creator is driven by desire to create extraordinary and lasting works and is afraid of mediocrity.

The Creator appeals to those who have vision and who also have self-
expression, imagination, and inspiration. Creator types are hard to attract, but successful creator brands often develop loyal following.

Creator brands position themselves as the key to a creator’s creativity, and hate being considered as not being authentic or Sellout.

Apple is the iconic brand associated with this archetype.

The Jester

The optimistic Jester full of fun, and lives in the moment. The Jester’s joy is contagious and they want everyone to join them. They hate anything that is dreary, and this reflects both in the brand and the customers. A Jester customers will find a normal advert boring, but will immediately be drawn to anything that is funny, unusual or playful.

They want to laugh and feel good about the product or service being offered. Think of Nando’s adverts, and you will see that the Jester is young at heart and do their best to see the good in any situation. Their ideal customer are those that appreciate the silliness that the Jester projects.

The Jester
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heart hands
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The Lover

The Lover Brand desires to be desired and will promote the experience of Intimate sensual pleasure. They do this by becoming more emotionally and physically appealing to increase their capacity to draw others. They are magnetic!

Lover customers place great value on the look of the goods and services. They prefer premium brands that will make them appear to others as exotic. Lover brands can never come across as cheap, as that would ruin the glamorous reputation they promote.

When a Lover Advertises, they tend to focus on how the product or service feels for the client, and how it will help achieve all their desires, and Cadbury is a good example of this.

The Everyman

The Everyman’s promise to you is that you will belong, and that you well never be left out in the cold. The Everyman Brand comes across as friendly, approachable, yet never loud or overbearing. Their image is one of honesty and their down to earth approach is aimed at the regular man or woman on the street.

They do need to take care not to be forgotten as they blend in so well.
The Everyman’s customers appreciate good quality and dependable products and services. Furthermore, they prefer the familiar rather than new and
strange products. This type of customer has to trust their brand, and will emotionally invest in their purchases.

A great example of this would be Old Spice.

Everyman group
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The Hero

The Hero is motivated to prove their worth through courage and determination, which they do by working hard and taking pride in what they do. By saving they day, the Hero is able to prove to the world that they meet challenges head-on.

Hero customers value excellence and effectiveness in their products. They like to think their consumer choices will put them in the lead, and aren’t likely to be influenced by funny or cute advertisements. Hero businesses endorse themselves as having excellent quality compared to their competition

– think Nike’ as a good example.

A Hero businesses would never want a competitor to have higher ratings than them.