Do You Know Your Brand Archetype? Understanding the Brand

Fictional characters are often written in relation to their broader paradigms since they help us understand their behavior and actions in a better way. The naïve teen given the responsibility of saving the world, the manic pixie girl trope, or the tired detective drowning his sorrows at night in cheap alcohol. Carl Jung, a famous psychologist who worked on the popular persona and archetype theory, suggests that learning about your brand archetype is crucial. It can help you develop a sound strategy for presenting the values, message, symbols, behavior, and overall persona of the brand in a much better way.

There are 12 basic brand archetypes that we will be learning about today.

1. The Magician

Magicians are brands that are based in making dreams come true for people by essentially making problems disappear. They transform by adding value to the lives of customers by fulfilling their wishes and solving problems. One popular example is Disney which is using action-packed super hero films and amusement parks to fulfil wishes.

2. The Creator

Creator brands start off with a vision about how the world should be and they create products that can turn that into a reality. They prioritize creativity, innovation, authenticity, technology, and freedom of expression. Some examples of such companies are Apple and Adobe.

3. The Ruler

The Ruler takes control to eliminate uncertainty in the market. They like to create rules instead of merely following them. It is important to not let your confidence as a brand turn into arrogance or it could be your downfall. A lot of politicians often fall into this category but some brands include American Express, Microsoft, and Rolls Royce.

4. The Lover

The Lover brands seek to build better relationships through seductiveness. But it doesn’t always have to be about romance sine they can also focus on companionships of the familial and spiritual kinds. The basic premise is to focus on improving connections. Some popular brands that fall under this category include Savage X by Rihanna and Häagen-Dazs.

5. The Caregiver

Caregivers brands are compassionate and want people to feel nurtured and secure. Caregivers are found defending the less fortunate as well as restorative jobs. They are altruistic instead of solely financially motivated. Some brands lean into the Caregiver archetype by advertising their products to be nurturing too like Johnson and Johnson and Heinz. Other brands can include charities, teachers, cleaners, repairmen, and nursing.

6. The Jester

The Jester brands are designed to brighten life and have fun by allowing you to connect with your inner child. They aren’t really fond of following the rules but can be great innovators since they always think outside the box. Brand archetypes can include Budweiser and Cadbury’s.

7. The Sage

The Sage brands are occupied with finding truth and knowledge. They believe in making the world better by sharing what they uncover. They are often rigorous researchers and have high social awareness and intelligence. Some brands include the Discovery Channel, the Economist, and TED.

8. The Explorer

Explorer brands want to create new paths to find the ultimate purpose in life and maybe even to change the purpose. They may be individualistic but they want to inspire others to join in on the journey. They have innovative natures and seek to find joy and freedom through discovery. Some examples include Space X, NASA, and The Body Shop

9. The Rebel

Rebel brands actively seek to tear apart the rulebook. They see the breakdown of existing structures as an opportunity to create something cheaper, better, or newer. These free thinkers romanticize being outlaws and want to eliminate the status quo. Some brands include Greenpeace and Harley Davidson.

10. The Hero

The Hero brand archetype exist to rise to any challenges presented by the world. They aim to inspire, transform, and protect. They turn the brand story into one of triumph over opposition. One such company is Nike that advertises its trainers or sportswear as transformative devices and rools that can help people gain their full potential.

11. The Everyman

Everyman brands are down-to-earth, relatable, comfortable, and wholesome brands that value hard work and reliability. They use authenticity to appeal to the mass population by giving up luxury. Such brands can include Ford and Gap.

12. The Innocent

The Innocent brands focus on simplicity and even naivety to some extent. They attempt to see everything through the lens of a child by seeing happiness, fun, and wonder everywhere. This can include Innocent and Johnson’s that rely on simple products of Coca Cola that has childlike wonder in their communications.


Figuring out your brand archetype can help you outline adequate messaging, values, and behaviors that fit the image of the brand. You may not fit an exact type or be a mix of two or three but it will still help you because the archetype model doesn’t require brands to be static. You can use the archetype rule to form a brand strategy that can be profitable for your brand image.