Understanding Branding Archetypes

One of the most important things for brand positioning to be clear and generate identity with
your audience, establish your own image that can resonate among users. The use of branding
archetypes is a powerful tool that can assist brands in achieving exactly this. Branding
archetypes are inspired by the theory of Carl Jung, a renowned psychologist who believed that
storytelling is based on common patterns in human behavior and traits that people share
(archaism), linking with our unconscious minds.

So let’s take a deep dive in this blog on what are branding archetypes? What are the most
common types of brand archetype and how you can easily create an everlasting brand out of it.

What Are Branding Archetypes?

Branding archetypes are general, metaphoric personalities or models which reflect certain roles,
characteristics and standards. The emotions they evoke give brands a framework to express
their identity and story in ways that resonate with people. As you might expect, each of these
archetypes symbolizes a cluster of traits that are highly recognizable in terms of motivations and
behaviors to allow brands to more easily establish who they are.

Brands who align with an archetype will connect more deeply and become not just a product or
service, but something that stands for something in their audience they are humanized.

The 12 Major Branding Archetypes

The 12 core branding Archetypes have specific personalities and ways of interacting with the
world. Once you understand these archetypes, it is easier to find an archetype that resonates
most with the identity of your brand.

The Innocent

Essence: Life is easy and beautiful
Desire : To be Better and bring happiness for self and others
Traits: peppy, gullible, innocent; often naïve and g-rated
Examples: Dove, Coca-Cola Brand Examples

The Explorer

Desire: To be able to experience and explore new things.
Traits: Free-spirited and adventurous, Popular, Independent, ambitious.
Examples: Jeep and The North Face

The Sage

Essence: You shall know the truth, and the truth will adjust your actions.
Desire: Truth & Wisdom
Traits: They are typically portrayed as knowledgeable, often analytical or reflective and
positioned to help guide others out of the darkness.
Examples: Google, Harvard University.

The Hero

Essence: Where there is a will, always remember that human spirit is indomitable
Desire: To demonstrate their worth through brave deeds.
Traits: fearless, tenacious, virtuous (most of the time…), and a half bottle away from killing an
army bare-handed.
Examples: Nike, FedEx.

The Outlaw

Essence: Rules are made to be broken.
Desire: To change the current state of a category.
Traits: The Canons Of Rebellion Providing disorderly behavior, Hopeful For Change
Examples: Harley-Davidson, Diesel

The Magician

Essence: Anything can happen.
Desire: Make Dreams Come True / Core Desire: To create the exceptional
Traits: May be recognized as visionary, creative or transformative and often are seen as those
who initiate change.
Examples: Disney, Apple.

The Everyman

Essence: All men and women are created equal.
Desires: Belong and connecting with others.
Traits: Earthy, personable (friendliness), simple and therefore — genuine/dependent.
Examples: IKEA, Levi’s.

The Lover

Essence: I see only you.
Desire: Feel and relate passionate, intimate love with others.
Traits: Passion, Romance, Empathy often linked to aesthetics and emotions
Examples: Chanel, Victoria's Secret

The Jester

Essence: Come, let us celebrate and laugh together.
Desire: To feel stimulated and experiencing their depths at a minimum conscious level.
Qualities: Joy, humorism, some spontaneity; can be fun and laughter
Examples: M&M’s, Old Spice.

The Caregiver

Essence: You should love your neighbor as you really are.
Desire: Supports and protects. The Helper
Traits: Sympathetic, caring, supportive./ often associated with selflessness and service/selves.
Examples: Johnson & Johnson, UNICEF.

The Creator

Essence: Build something new
Desire: To leave a lasting legacy.
Traits: Imaginative, inventive and expressive qualities; those normally found around creative
pursuits or the crafts.
Examples: Lego, Adobe.

The Ruler

Essence: Power isn’t everything, it’s the only thing.
Desire: To dominate, organize, and guide;
Traits: Responsibility, organization, strong character and associated often with leadership.
Examples: Mercedes Benz, Rolex.

5 Steps to Use Branding Archetypes

There are several steps that need to be taken in order for the branding archetypes used
effectively.

Understand the Core Values and Personality of your Brand

Start by getting to know your brand’s character, core values and mission. What is the essence of your brand? How do you want to be related with your audience?

Choose the Right Archetype

Choose an archetype that relates to your brand persona and the emotions you wish to elicit
from specific demographics. Instead, think of it in terms that how the archetype can be used
helps you position your brand more deeply.

Effective Communications

Quickly figure out what your brand archetype is AND make sure that all of the way you
communicate (visually, verbally or experientially) aligns with it. Staying consistent is vital in
order for people to recognize, remember and be familiar with your brand.

Engage with Your Audience

Creating emotional messaging for your target audience around that final archetype chosen.
Whether you use storytelling, advertising or basic interaction with customers make sure your
brand’s voice is influenced by the archetype.

Monitor and Evolve

Branding is not static. Your archetype may change as your brand grows. You should periodically
revisit your branding strategy to be sure that the archetype you selected still accurately reflects
what has happened as a result of brand use and market changes.