Which Are the 12 Brand Archetypes and How Are They Useful for Branding?

Knowing the correct archetype is the first step to making your brand successful. The audience needs to feel a deep connection with your brand; otherwise, it doesn't take a second for somebody to change their loyalty. The most renowned brands in the world have clearly defined archetypes reflected in every aspect of their visual design, messaging, tone of voice, and products. Some of the most common brand archetypes are the ones of the Everyman, the Outlaw, the Explorer, the Ruler, and the Lover. There are 12 brand archetypes in total, and here they are:

1. The Creator

The Creator brand archetype is about how creative and innovative the brand can get with its products, services, and advertisements. These brands spend thousands of millions on research and development and come up with innovative solutions for their customers. They are usually the first ones in the market to come up with new unique products. The creator's goal is to solve the problem people did not know existed. For example, one did not realize that one could order groceries online until they invented the method to deliver fresh groceries at home during the pandemic. Hence, the creator strives constantly to introduce meaningful and helpful products in the market for people to use and make their lives easier.

2. The Sage

The motto of the sage archetype is to seek truth, knowledge, and wisdom. They aim to follow, “The truth will set you free.” They're also experts, scholars, advisors, researchers, thinkers, mentors, and teachers. They desire not only to understand the world but also to share that understanding with others. When they cannot learn the truth, it becomes uneasy for them to survive. Hence they are lifelong learners that enjoy expressing their knowledge or having philosophical conversations. These kinds of brands fear ignorance and being duped or misled. A few brand categories that follow the sage archetype are News Networks, Schools / Universities, and consultancy companies. Google, CNN, and MIT are famous brands that use the Sage archetypes. Google has become the world's most extensive online encyclopedia, where answers and information on any topic can be found in seconds. And though they rarely provide the solutions themselves, they guide their audience to find the answers they need.

3. The Caregiver

The caregiver brand archetype is an archetype that has mother-like qualities and is interested in protecting others. The Caregiver also may be known as the caretaker, altruist, saint, parent, helper, or supporter. They have this urge to take those in need under their wing and help them stand on their feet to stand up more substantially. Although they like their efforts to be recognized, they don't want to be patronized. And they fear selfishness and ingratitude. In branding, the Caregiver archetype is best for Health Care, Non-Profits Organizations, and Education. A caregiver brand aims to make customers feel secure, protected and cared for. A few famous brands that use the Caregiver archetype are Unicef, WWF, and TOMs shoes. UNICEF and WWF are both not-for-profits, and they exist to help those in need, one for people, the other for wildlife. And although TOMs shoes is a profitable brand, the business model is based on helping people.

4. The Innocent

The Innocent brand types are the ones that depict innocence, like Aveeno or Dove, or Whole Foods. They often want to go back to nature and natural living. They represent honesty and purity and have no ill will towards anyone. These brands also believe in doing good for society and giving it back. Ultimately they want themselves and everyone else around them to be happy. Beauty, skincare, and fresh food can be put in this category. Aveeno and Dove are both skincare products that promote natural ingredients and simplicity. They also adopt a simplistic persona that represents women more naturally. Whole foods are also about their raw, organic food that has been untouched.

5. The Jester

The Jester brand type is about having fun and living in the moment. It is like spending every moment dancing to our favorite tunes. Their aim is, "If I cannot dance, I do not want to become part of this era." The Jester also may be known as the Fool, trickster, joker, punster, entertainer, clown, prankster, or comedian. An optimist that can see good in every situation. Jesters are young and seem never to grow up or become severe. And they fear boredom or being bored. In branding, the Jester archetype is best for confectionery, child entertainment, and Beer brands. You can become a loved brand by connecting with your audience through happiness and laughter. M&M's, Old Spice, and Geico are famous brands that use the Jester archetype. The Jester brand archetype, in general, is the go-to for many men's brands. Mainly if the brands are associated with having a good time.

6. The Magician

The Magician dreams about things that other people think are impossible. The same is for this brand archetype. The image is about creating something impossible for humans to consider unless it is in the market. The Magician can be the visionary, catalyst, innovator, charismatic leader, mediator, shaman, healer, or medicine man or woman. Sometimes the magic is just in the energy to persist. Magician brands include all those that foster "magical moments," something that others see as impossible. And they fear unanticipated negative consequences. In branding, the Magician archetype is best for entertainment, beauty, and health purposes. And any brand that delivers some element of mystery or mystique. Famous brands using the Magician archetype are Disney, Sony Pictures, and MasterCard. Disney is the specific brand when it comes to all things magical. The opening credits for their movies have a special place in everyone's hearts, regardless of age.

7. The Ruler

The ruler brand archetype is the brand that rules and avoids the chaos and confusion of being led by the wrong brands. They believe that power isn't everything; it is the only thing. The Ruler is the boss, the leader, the corporate CEO, the parent, the role model, the manager, or anyone who is commanding and authoritative. The Ruler archetype desires control above all and is quite a dominant personality. Their actions carry a sense of this intimidation about them. The Ruler brand archetype primarily aims to create a successful company or community. And they fear chaos and being overthrown. In branding, the Ruler archetype is best for luxury cars, watches, and upscale high-end hotel chains. Famous brands that use the Ruler archetype are Louis Vuitton, Mercedes Benz, and Rolex watches. These are three industries, but each brand uses imagery and language and sends messages depicting luxurious lifestyles. Ruler brands tend to serve elite society and have wealthier customers.  

8. The Hero

The brand archetype HERO is an archetype that is followed by the brands that want to make the world a better place to live. The motto of this archetype is "Where there is a will; there is a way." They focus on the solutions. Everything seems lost, but the Hero rides over the hill and saves the day. In every story, the Hero triumphs over evil, adversity, or a significant challenge and, in so doing, inspires us all. The Hero's core desire is to prove one's worth through courageous action. And they fear weakness, vulnerability, or "wimping out." The Hero archetype is best for branding sportswear, outdoors, and equipment. Nike, Adidas, and FedEx are famous brands that use the Hero archetype. Nike stands out here when it comes to adopting a persona and committing to it. They have collaborated with athletes to sell determination and discipline to the audience. It inspires people through the achievements of its brand ambassadors.

9. The Regular Guy

The regular guy brand archetype is about being simple and ordinary. The primary motto of this brand archetype is that everyone is equal and should be treated equally. The Everyman may also be known as the good old boy, the regular Joe, the regular guy/gal, the ordinary person or the solid citizen next door, or a guy next door with whom everyone can relate. They dress in everyday clothes (even if they're pretty wealthy) and are quickly put off by elitism in any form. Everyman's core desire is to connect with others; they want nothing more than to belong. And they fear standing out or being rejected as a result. Regarding branding, the field related to the typical guy archetype is home products, everyday apparel, and family automotive. Any brand appeals to a humble man who strives for a little more than a simple life. The brands that make friendly and down-to-earth communications without excluding anyone belong to this category of the brand archetype. The brands that represent the everyday guy brand archetype are IKEA, Target, and Wendy's. Now even Walmart belongs to this category. These brands are usually affordable regarding pricing and fill some basic needs. They often fill a market void and tend to be entry-level, low-cost for most industries.

10. The Rebel

The quality of rebelling is when a person or brand wishes to break the rules that society abides by. They believe that rules are meant to be broken, and if we go by them, we cannot bring the change we wish to see. Their methods are unconventional and different, and unique. They are romantic figures, ready to disrupt a society that has succumbed to tyranny, repression, conformity, or cynicism. Robin Hood is one of the most prominent examples of a rebel or an outlaw. And in the most damaging form — typical villains, like in Superman or Batman: Lex Luthor or the Joker. A rebellious brand's core desire is for revenge or revolution. And they fear being powerless, trivialized, or inconsequential. The fields that must be outlawed are body art, construction, and automotive. Brands that are rebellious archetypes are Virgin mobiles, diesel jeans, and Harley Davidson bikes. Harley Davidson is the typical outlaw brand and probably the most focused archetypal personality because it represents the outlaw persona to an absolute and appeals to the inner outlaw within its audience.

11. The Explorer

This brand archetype has the third to connect with nature and explore things and areas that haven’t been explored before. They thrive on the slogan, “We only have one life. We need to make it count.” The Explorer may also be the seeker, adventurer, wanderer, individualist, or rebel. Outside is what they feel at home at; they don't want to be fenced in and often feel the confines of modern life weighing on them. Their biggest fears are getting trapped, conforming, and nonbeing, inner emptiness. In branding, the Explorer archetype is best for SUV car companies, outdoor equipment, and adventure travel companies. To resonate with an explorer brand archetype, the brand might celebrate the journey or acknowledge the modern confinements of society. Brands communicating with an exciting, fearless, or daring voice will evoke these adventurous emotions. Some famous brands that use the explorer archetype are Jeep, Patagonia, and The North Face. Each one of these brands celebrates the outdoors and evokes the desire for adventure within their audiences.

12. The Lover

The lover is all about being in a relationship with the people, the work, the experiences, and the surroundings they love. They thrive on believing, "I have eyes only for you." Lovers may be partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, and harmonizers. The brand archetype of the lover is mainly seen in the movies. They use it to attract viewers. Love pertains to all sorts of human love, from parental love to friendship, to spiritual love, but it is essential to romantic love. And they fear being alone, a wallflower, unwanted or unloved. In branding, the Lover archetype is best for the fields like perfume, jewelry, fashion, and any brand that implicitly promises beauty and sexual appeal is a Lover brand archetype. A few famous brands that thrive on the lover brand archetype are Chanel, Alfa Romeo, Zara, Gucci, Victoria's Secret, etc. Victoria's Secret is the most obvious example of this archetype because it appeals to sensuality through colors, style, and imagery.

Wrapping Up:

Choosing the right archetype for your business is essential. Digital Branding will not only gain you popularity amongst your existing customers, but it will help promote your brand to the ones who might not be your customer right now but have the potential to be. And if you feel confused about your brand associated with which archetype, you can always get help from the experts. Here is the list of companies that will help you with the branding.