12 brand archetypes featured

December 25, 2021

Mastering the Transcendental 12 Brand Archetypes


Psychologist Carl Jung proposed that humans use symbols to grasp complex ideas. Jung concluded from his studies that “there are collective shapes or images that appear nearly everywhere on the globe as elements of myths and individual products of the subconscious mind.”

In this endeavor, Jung argues that certain paths to higher insight are both recognized and ageless. They should be classified, too. Also, these categories have psychological features that are understood easily by customers and corporations wanting to define their target markets. Archetypes, he said.  We are branded with these 12 archetypes.

Effectively identifying brand archetypes helps link personal characteristics with particular Consumer Monikers. Brand archetypes are a universal concept that can help brand managers must focus on their team’s work. Want to know which of the 12 brand archetypes you are?

We’ve got you covered! In this article, you’ll know about:

Understanding the 12 Brand Archetypes

Understanding your brand archetype is crucial to creating a memorable brand image for your target market. The world’s top businesses have well-defined archetypes represented in their visual design, marketing, voice tone, and commodities.

Brand archetypes include the everyman, the outlaw, the explorer, the ruler, and the lover. You’ll understand how to implement the concepts in your brand strategy and identity. Knowing your 12 Brand archetype framework makes customers relate and will help you meet challenges head-on.

How Archetypal Framework helps your Target Audience

Existing paradigms how to help in making dreams come true even in the most rugged environment, obtaining human connection using self-expression on a deeper level. Even philosophical conversations form a deep connection with your target audience for your enduring product.

Life-long learners will develop an optimistic outlook while they aggressively defend their inner child which is involved with your creative process in the archetype framework of modern life. Your core desire as an advertiser, marketer, etc. is the main priority here. Keep in mind that not one archetype is the same as the rest.

archetypes of popular brands

Defining the 12 Brand Archetypes

#1: Creator Brand Archetype

The Creator brand archetype is mostly about new ideas. These brands are frequently the first to debut a modern technology or establish a unique feature combination. A Creator seeks to solve problems by creating something new.

They are always striving to create significant products that connect with their philosophy. Creator brands also allow customers to freely express themselves. This could be done with a tool, function, or even a layout. It’s obvious that Creators attract artistic consumers who value self-expression, trying new things, and standing out. Hence the popularity of art, design, innovation, and advertising.

#2: Sage Brand Archetype

The Sage brand archetype appears to exist to represent knowledge, truth, and wisdom – these brands not only seek useful information but also share it with others. Sage businesses’ purpose is to enable individuals to change society rather than just to create change on their own.

They are great thinkers and reliable information providers. People depend on them to gain a better understanding of their surroundings. It’s why so many Sage brands have a devoted following of consumers who return for more information.

Sage brands abhor misleading or ambiguous information and seek to back up their claims with solid facts and figures. As a result, Sage trademarks are mainly encountered in academia, such as schools and colleges, and the journalism and media industry.

#3: Caregiver Brand Archetype

The Caregiver brand archetype is compassionate, nurturing, and empathetic. Consequently, it is an ideal temperament for healthcare brands, non-profits, and infant items. The Caregiver’s mission is to protect consumers and help them feel safe.

They take on the role of a healer or a maternal figure who looks out for your best interests. These brands are compassionate and offer physical or emotional support through their goods, services, messages, or even work style.


#4: Innocent Brand Archetype

Like nature, the Innocent brand archetype is pristine and untainted. These companies embrace minimalism and honesty, as well as having strong moral convictions. Innocent brands don’t want to hurt anything or anyone, and they have an extremely optimistic outlook on life – some might say to the extent of folly. The innocent can do well in industries involving natural or organic ingredients, such as mac cosmetics, skincare, and nutrition (organic food).

#5: Jester Brand Archetype

The Jester brand archetype enjoys laughing and having a good time. Jester brands don’t take themselves too seriously, and they encourage their customers to chuckle alongside them. It is Jesters’ purpose is to help individuals let go of anxious ideas, come out from their shells, and have a little fun, and tend to be overly funny.

This does not need clients to leave their personal space; the Jester archetype will bring enjoyment to them regardless of where they are. The Jester Personality entails a lot of charisma. They can be found in almost any business, although they are particularly common in culinary, entertainment, and daily domestic specializations.

#6: Magician Brand Archetype

The Magician brand archetype’s purpose is to provide transforming experiences to make wishes come true. Additionally, the Magician archetype has the ability to transform the ordinary into the exceptional. They have the ability to take you to a Utopian society where your only constraint is your vision.

These brands, like Creators, place a strong emphasis on imagination and creativity. Unlike other brands, however, the Magicians can provide encounters that are practically mystical and visionary in essence. They provide magical moments for audiences’ imagination.

#7: Ruler Brand Archetype

The Ruler brand archetype is dominant and authoritative. These businesses aim to be the greatest of all. The capacity of Ruler brands to persuade people with authoritative personalities and seldom contested areas of expertise is what distinguishes them. Ruler archetype likes to be associated with wealth and prosperity, and they are frequently portrayed as more patriarchal than others.

They may be modest, but they are recognized for their meticulousness and excellence. The majority of Ruler brand archetypes can be found in luxury segments ranging from automobiles and resorts to jewelry, fragrances, and wristwatches.

#8: Hero Brand Archetype

The Hero brand archetype is a source of inspiration and a symbol of bravery. These brands are superheroes with the purpose to contribute to the betterment of the world. A hero archetype is courageous; they are not threatening, but they accept any difficulties that they face, have lofty goals, and motivate others to put more effort. Because of their daring and self-assured personality, hero brands are most frequently have the best brand strategy in the realm of sports, recreation, and facilities.

#9: Regular Guy Brand Archetype

The Regular Guy brand archetype, often known as the Regular Guy, merely wants to be accepted. These corporations despise standing out and send the notion that it’s alright to be ordinary. With snobbish personalities, the Regular Guy, unlike the other brand archetypes, simply wants to fit in with the rest of society.

Such brands are often inexpensive, inclusive, and aimed at the general public rather than a very niche group. The Regular Guy archetype is particularly prevalent in everyday brands like casual apparel, decorative items and furniture, and cuisine. All in all, they are a very down-to-earth archetype.

#10: Rebel Brand Archetype

The Rebel brand archetype, commonly known as the Outlaw, is just what it sounds like, a rogue in nature. Such brands are anti-rules and anti-conformity. They respect liberty and want to challenge the status quo, even if it means going to war. You may be asking what distinguishes the Rebel from the Creator, given that both embrace non-conformity and invention.

Perhaps the most significant distinction between the two is that the Rebel is more confrontational, and may even act against cultural standards simply because they are restless. The Rebel archetype works best with businesses and items that allow consumers to express their unconventional characteristics and wants, such as spectacular accessories, tattoos, and motorbikes.

#11: Explorer Brand Archetype

The Explorer brand archetype appeals to their target audience’s desire to explore and learn about new destinations, people, and cultures. Explorers adore their independence and are constantly on the lookout for new paths to self-actualization, despite the fact that they are rarely satisfied with where they are. Many Explorer brands also associate this concept with a spirit of adventure, though this is far from the only method to market this archetype.

#10: Lover Brand Archetype

The Lover brand archetype is a hopeless romantic at heart. They place relationships on a pedestal and find power in connection, passion, and emotional intimacy. A lover archetype Lover brands are also known for emphasizing visual attraction. They are a supporter of all things lovely and seductive. Their objective is to be as appealing as necessary and to arouse in their audience a desire to be passionate and intimate.

Final Word:

The 12 brand archetypes are all important for you to know about and consider when it comes to running a corporation of any kind. Knowing which of the brand archetypes suits you and your business best will help you come up with a better brand strategy.


Have you found out which of the 12 brand archetypes is the right archetype for you?

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