Here’s How We Think About Brand Archetypes
They’ll help you communicate more clearly
Right below this paragraph you’ll find the 12 archetypes we select from when defining a brand. They’re loosely based on Jungian archetypes, as well as a bunch of other archetype theory out there. This particular set of names, definitions, ways they’re categorized, however, is based on our own research and work, plus a modern rethinking of the original archetype labels. Ultimately, an archetype is a tool for clarifying and communicating who you are, what you stand for, and how your brand behaves in the world. Brands are, and should be, more complicated than these 12 types might lead you to believe. But it’s important to start with a simple, understandable core. You add complexity and dimension with brand attributes; emotional benefits; values; purpose, mission and positioning statements; and your particular products and services.
These brands promote stability
South, summer, warmth, trust, unity, energy, confidence, home, ease
The leader
Control
Leader brands rely on tradition, duty, confidence, and organization so that people feel safe, in control, and a sense of order.
Variant Archetypes
Ambassador, Judge, Matriarch
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The sage
Knowledge
Sage brands rely on intelligence, skepticism, and truth seeking so that people understand the world and feel smart.
Variant Archetypes
Detective, Mentor, Shaman, Translator
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The citizen
Stability
Citizen brands rely on approachability, straightforwardness, equity, and stewardship so that people feel connected and satisfied.
Variant Archetypes
Advocate, Networker, Servant
These brands activate and inspire freedom
North, winter, introspection, discovery, logic, hardships, renewal, unknown
The rebel
Liberation
Rebel brands rely on challenging convention, breaking rules, and risk-taking so that people feel disrupted and empowered.
Variant Archetypes
Activist, Gambler, Reformer
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The explorer
Possibility
Explorer brands rely on newness, independence, and pushing boundaries so that people feel empowered and authentic.
Variant Archetypes
Adventurer, Pioneer, Generalist
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The jester
Entertainment
Jester brands rely on originality, irreverence, and playfulness so that people feel joyful, spontaneous, and unbound by norms.
Variant Archetypes
Clown, Entertainer, Shapeshifter
These brands foster connection
East, spring, sunrise, birth, innocence, optimism, growth, connection
The lover
Intimacy
Lover brands rely on passion, celebration, and commitment so that people feel elevated, sensuous, and uninhibited.
Variant Archetypes
Companion, Hedonist, Matchmaker
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The innocent
Optimism
Innocent brands rely on honesty, openness, kindness, and a sense of wonder so that people feel renewed, optimistic, peaceful.
Variant Archetypes
Dreamer, Idealist, Muse
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The caregiver
Service
Caregiver brands rely on empathy, generosity, and equanimity so that people feel nurtured, respected, and served.
Variant Archetypes
Angel, Healer, Samaritan
These brands champion change
West, fall, sunset, maturity, wisdom, transformations
The hero
Mastery
Hero brands rely on initiative, perseverance, competence, and a desire to do good so that people feel inspired and changed.
Variant Archetypes
Athlete, Liberator, Warrior
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The magician
Transformation
Magician brands rely on perception, intuition, ingenuity, and the ability to make dreams reality so that people feel awakened.
Variant Archetypes
Alchemist, Engineer, Innovator
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The creative
Innovation
Creative brands rely on radical imagination, invention, and expressiveness so that people feel a sense of discovery, meaning, beauty, and playful innovation.
Variant Archetypes
Entrepreneur, Storyteller, Visionary
