Understanding Brand Archetypes

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How we think about brand archetypes

Below you’ll find descriptions of 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 John Zilly’s research and writing work, plus a modern rethinking of the original archetype labels. For instance, we’ve changed “Everyman” to “Citizen” so the archetype doesn’t sound so gendered.

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 any one these types. But it’s important to start with a simple, understandable core. You add complexity and dimension with nuances within the archetype, brand attributes, emotional benefits, values, purpose, and your particular products and services. If you’re interested in defining your brand archetype, we’re ready to jump in and help out.

Brand Archetypes Defined

image of a woman in a formal battle cloak representing the Leader brand archetype

These brands promote stability

The Leader

Core Desire - Control

Leader brands rely on tradition, duty, confidence, and organization so that people feel safe, in control, and a sense of order.

Examples - Mercedes-Benz, IBM, Rolex

Variants - Ambassador, Judge, Matriarch

image of a man and equations representing the Sage brand archetype

The Sage

Core Desire - Knowledge

Sage brands rely on intelligence, analytical thinking, discernment, and truth seeking so that people understand and feel smart.

Examples - TED, The Smithsonian, Yoda

Variants - Detective, Mentor, Translator

image of a man with arms toward him representing the Citizen brand archetype

The Citizen

Core Desire - Stability

Citizen brands rely on approachability, equity, straightforwardness, and stewardship so that people feel connected, satisfied, part of a larger community.

Examples - IKEA, Target, Habitat For Humanity

Variants - Advocate, Networker, Servant

These brands activate and inspire freedom

image of young woman and birds representing the Rebel brand archetype

The Rebel

Core Desire - Liberation

Rebel brands rely on challenging convention, breaking rules, and risk-taking so that people feel disrupted and empowered.

Examples - Harley Davidson, Virgin, MTV

Variants - Activist, Gambler, Reformer

image of a man with knapsack representing the Explorer brand archetype

The Explorer 

Core Desire - Possibility

Explorer brands rely on newness, independence, and pushing boundaries so that people feel empowered and authentic.

Examples - Jeep, National Geographic, The North Face

Variants - Adventurer, Pioneer, Generalist 

image of a laughing woman representing the Jester brand archetype

The Jester

Core Desire - Entertainment

Jester brands rely on originality, irreverence, and playfulness so that people feel joyful, spontaneous, and unbound by norms.

Examples - Old Spice, Geico, Liquid Death

Variants - Clown, Entertainer, Shapeshifter

These brands foster connection

Image of a cheek tattoo representing the Lover brand archetype

The Lover

Core Desire - Intimacy

Lover brands rely on passion, celebration, and commitment so that people feel elevated, sensuous, and uninhibited.

Examples - Häagen-Dazs, Hallmark, Tiffany

Variants - Companion, Hedonist, Matchmaker

Image of a child representing the Innocent brand archetype

The Innocent

Core Desire - Optimism

Innocent brands rely on honesty, openness, kindness, and a sense of wonder so that people feel renewed, optimistic, peaceful.

Examples - Dove, Disney, Coca-Cola

Variants - Dreamer, Idealist, Muse

Image of a woman representing the Caregiver brand archetype

The Caregiver

Core Desire - Service

Caregiver brands rely on empathy, generosity, and equanimity so that people feel nurtured, respected, and served.

Examples - Volvo, Campbell’s, Salvation Army

Variants - Angel, Healer, Samaritan

These brands champion change

image of an old woman representing the Hero brand archetype

The Hero

Core Desire - Mastery

Hero brands rely on initiative, perseverance, competence, and a desire to overcome challenges so that people feel courageous, inspired, and altered for the better.

Examples - Nike, FedEx, BMW

Variants - Athlete, Liberator, Warrior

image of man juggling cards representing the Magician brand archetype

The Magician

Core Desire - Transformation

Magician brands rely on perception, intuition, ingenuity, and the ability to make dreams reality so that people feel awakened.

Examples - Polaroid, Xbox, Dyson

Variants - Alchemist, Engineer, Innovator

image of painter representing the Creative brand archetype

The Creative

Core Desire - Innovation

Creative brands rely on art, imagination, invention, and expressiveness so that people feel a sense of self-discovery, meaning, beauty, and playful innovation.

Examples - Lego, Crayola, Etsy

Variants - Entrepreneur, Storyteller, Visionary

John Zilly’s Archetype Wheel