What are Brand Archetypes?

Trying to fine-tune your brand messaging? Brand Archetypes will help your brand connect to your target market through shared motives. Having a brand identity is the key to having a successful marketing campaign. 

Archetypes play into human desires making them innate, cross-cultural and able to withstand the test of time. Archetypes don’t just categorize brand messaging, they exist everywhere. Although the root of archetypes can be traced back to Greek philosophers, the modern use of archetypes for personality traits can be linked to Carl Jung. 

Jung established that images and symbols form the collective unconscious that seeks actualization and drives desires and behavior. The bond created through these archetypes goes beyond a transactional relationship to build long term brand loyalty and delight. Jung’s theory was later expanded into 12 archetypes. 

1. The Explorer

2. The Sage

3. The Innocent

4. The Rebel

5. The Magician

6. The Ruler

7. The Lover

8. The Jester

9. The Everyman

10. The Creator

11. The Hero

12. The Caregiver

View the Brand Archetype Wheel 

The Explorer brand archetype helps consumers find their freedom and authenticity. Explorer brands are open to change and push boundaries and take risks. The brand voice is excited about new adventures while being fearless. The Explorer craves experiences and fulfillment. 

Explorer SWOT

• Strength: Open to change, trendy, and independent

• Weakness: Difficulty committing to action and overlooking other’s needs

• Opportunity: Athletics, automotive, and travel

• Threat: Complacency, caution

Explorer Message

• “All for freedom. Freedom for all.” - Harley Davidson

• “Let’s go places” - Toyota 

• “Never stop exploring” - The North Face
  

Explorer Brands

Explorer Media

The Sage brand is analytical-minded and studious. The Sage educates consumers and nurtures understanding while seeking the truth. Sage promises knowledge to the consumer and strives to help its audience. The brand voice is wise and intellectual.

Sage SWOT

• Strength: Educated, reflective, and analyzes

• Weakness: Apathy and headstrong 

• Opportunities: Media, Education, Consultancies, and Search Engines

• Threats: Misinformation, simplification, and mistrust

Sage Message

• “Veritras” (Truth) -Harvard

• “Innovation and you” -Philips

Sage Brands

Sage Media

When you think of the Innocent archetype, think of optimistic dreamers. The Innocent brand gives comfort to customers through simple, kind, and positive words. The brand voice is humble and positive. The Innocent's main goal is to simply be happy. 

Innocent SWOT

• Strength: Simplicity and morality

• Weakness: Overly simplistic

• Opportunities: Skincare, cleaning, and organic products

• Threats: Complexity and losing trust

Innocent Message

• “Open happiness” -Coke

• “I’m lovin’ it” -McDonald’s

Innocent Brands

Innocent Media

Rebels sometimes referred to as Outlaws appeal to consumers who want to disrupt the status quo. To appeal to these consumers, you must show that you have the same values and are fighting for the same things. The Rebels adopt a brand voice with an attitude to effectively communicate their message.

Rebel SWOT

• Strength: Revolutionary

• Weakness: Can act angry in their rebellious nature

• Opportunities: Automotive and clothing

• Threats: Figures of authority, formalities, and complacency.

Rebel Message

• “Think Different” -Apple

• “Think outside the bun.” -Taco Bell

Rebel Brands

Rebel Media

The Magician archetype takes consumers on a transformative journey. They possess charisma and an idealistic mentality. Driven by transformation, Magician brands aim to turn goals into reality. 

Magician SWOT

• Strength: Imaginative and smart

• Weakness: Being seen as fake and/or manipulative

• Opportunities: Beauty and entertainment

• Threats: Stagnation

Magician Message

• “Where dreams come true” -Disney World

• “Maybe she’s born with it. Maybe it’s Maybelline.” -Maybelline

Magician Brands

Magician Media

Rulers affirm a customer's sense of power and control. The Ruler’s brand voice is dominant and commanding. Think of the Ruler as the opposite of the everyman. The Ruler is driven by control, power, and status. Brands that possess a Ruler persona are focused on luxury and exclusivity.

Ruler SWOT

• Strength: Influential, confident, and savvy

• Weakness: Dominating others and being overly hierarchical

• Opportunities: Luxury automotive, jewelry, hotel, and formal wear

• Threats: Failure

Ruler Message

• “The best or nothing.” -Mercedes-Benz

• “The best a man can get.” -Gillette 

• “The ultimate driving machine.” -BMW

Ruler Brands

Ruler Media

The Lover deeply connects with the customer's desires through shared emotional and physical experiences. Lover brand messaging isn’t always romantic. Instead, the Lover can focus on any of the five types of love: familial, parental, friendships, spiritual, or romantic. Brands that fit in the Lover archetype help consumers feel wanted by appealing to their need to find love.

Lover SWOT

• Strength: Appreciative, passionate, committed, and fosters relationships

• Weakness: emotional, cliquey, and jealous

• Opportunities: Fragrance, wine, food, cosmetic, jewelry, and fashion

• Threats: Not being seen

Lover Message

• “Every kiss begins with Kay” -Kay Jewelers

• “We’re all family here.” -Olive Garden

Lover Brands

Lover Media

The Jester wants to make sure consumers are having a good time by being playful and spontaneous. They think outside the box and see things in a different light. Jesters live for the moment and adopt a playful yet positive persona. Jester brands are most commonly geared towards a younger demographic. Jester brands can produce memorable, witty marketing campaigns.

Jester SWOT

• Strength: Brings people together and lightens up stressful situations

• Weakness: Staying on task and sincerity

• Opportunities: Candy, Professional Services, Alcohol, and children products/services

• Threat: Sadness, hurtful humor, and irresponsibility

Jester Message

• “The snack that smiles back” -Goldfish

• “Betcha can't eat just one” -Lay’s

Jester Brands

Jester Media

Think of the Everyman as your trustworthy neighbor. The Everyman creates connections with a broad audience by being friendly, authentic, and relatable. Brands that adopt the Everyman archetype are often practical brands versus a brand that appeals to a luxury or niche market (ex. Ford vs. Ferrari). The Everyman just wants to belong and connect with the audience. 

Everyman SWOT

• Strength: Generalist, inclusion, realist, and authentic 

• Weakness: Forgettable, not having a strong opinion, and crowd-pleaser

• Opportunities: Homegoods, apparel, and economy automobiles 

• Threats: Us versus Them mentality

Everyman Message

• “America Runs on Dunkin” -Dunkin’

• “More Together” -Facebook

Everyman Brands

Everyman Media

The Creator provides consumers with an outlet to express their creativity. Creators have an inspirational, daring personality. Creators strive for control but also long for freedom. Creator brands have imaginative messaging that encourages consumers to express their creativity.

Creator SWOT

• Strength: Innovation, original, and inspirational 

• Weakness: Perfectionism 

• Opportunities: Arts, Tech, design, and marketing 

• Threats: Familiarity

Creator Message

• “The possibilities are beautiful” -Ulta Beauty

• “Made by you” -Michaels

Creator Brands

Creator Media

Hero’s live to make a difference. They rightfully adopt a “never give up” attitude. Hero’s rise to the challenge while inspiring and empowering others to do the same. Hero brands try to prove their worth which is a constant motivator.

Hero SWOT

• Strength: Determination, focused, positive, and disciplined

• Weakness: Thoughtless actions

• Opportunities: Sports, philanthropic organizations, businesses that have a corporate social responsibility 

• Threat: Incompetence

Hero Message

• “Is it in you?” -Gatorade 

• “Just do it.” -Nike

Hero Brands

Hero Media

The Caregiver’s ultimate goal is to protect others from harm, and they go above and beyond to make sure of that. They’re motivated by helping others succeed. Brands that adopt a caregiver personality aim to provide a safe, educational experience.

Caregiver SWOT

• Strength: Supportive, caring, and the protector

• Weakness: Burnout or enabler

• Opportunities: Hospitality, healthcare, nonprofits, and education

• Threat: Blame or helplessness

Caregiver Message

• “Like a good neighbor, State Farm is there.” -State Farm 

• “You’re in good hands.” -Allstate

Caregiver Brands

Caregiver Media