Brand Archetypes: How to Define Your Company’s Character

An archetype is a concept from Carl Jung's psychology, denoting a universal image or type. In branding, a brand archetype is the personality through which a company expresses itself. Every brand can be a "hero" in the audience's mind: a wise mentor, a rebel, a caring parent, or a lover. This makes the product feel like a living, breathing character.

What is the purpose of brand archetypes

In marketing, a brand archetype is a company's character. It reflects how the brand communicates, what it represents, and what emotions it evokes. When a brand has its own personality, people understand and remember it more easily.

A well-thought-out archetype offers significant advantages to businesses:

Emotional connection with the audience. An archetype helps a brand speak to people on an emotional level rather than simply listing product features. This creates a sense of closeness and trust among the audience. Purchasing ceases to be a purely rational choice and transforms into an emotional connection.
Differentiation from competitors. When similar products and prices are available in the market, an archetype becomes a powerful tool for standing out. Competitors can copy a product, but not its character. A strong archetype makes a brand unique, one that cannot be confused with others.
Image integrity. When a brand's name, logo, tone, and style are consistent, it appears cohesive. People quickly recognize it and understand what to expect. Iconic Fox cites data from The Hero and the Outlaw: over six years, companies with a clear archetype grew in value by 97% more than brands without one.

An archetype helps build a company's foundation: from the tone of communication to the visual style and key messages. It makes it easier to convey the brand's mission and values, speak to people in a common language, and inspire trust.

What are the archetypes in marketing

There are 12 archetypes, a system proposed by researchers Margaret Mark and Carol Pearson in their book The Hero and the Outlaw. Each archetype has its own character, motives, fears, and behavioral style.

To illustrate the interconnections between them more clearly, experts often depict archetypes in a diagram. There, the archetypes are grouped by shared motives. For example, Sage, Innocent, and Explorer are associated with the search for truth, security, and freedom: they are driven by a desire for ideals and inner growth. Outlaw, Hero, and Magician strive to change the world and leave a mark. Lover, Jester, and Everyman reflect a desire to be part of a community. Caregiver, Ruler, and Creator represent a desire for order, care, and creation.

Now let's take a look at each of the 12 brand archetypes and their key characteristics:

Innocent expresses simplicity, kindness, and genuine optimism. Such brands believe in people and the world, convey a sense of lightness and security, and speak in a soft tone. Examples: Innocent Drinks with its "clean" smoothies and friendly labels, and Dove with its idea of natural beauty.

Source: innocentdrinks.co.uk

Explorer is an adventurer who craves freedom and new discoveries. An Explorer brand encourages its audience to go beyond the ordinary, try new things, and travel physically or mentally. Traits include independence, ambition, and an adventurous spirit. Examples: Jeep (an all-terrain vehicle as a symbol of travel and adventure) and National Geographic (exploring the world as a mission).
Sage is an intellectual and mentor who strives to discover the truth and share knowledge. The Sage brand archetype teaches and enlightens. Such brands position themselves as sources of information and objectivity, avoiding excessive emotions and focusing on facts. Examples: Coursera (access to courses from leading universities), TED (ideas and lectures in an easy-to-understand format).
Hero is a warrior striving to change the world for the better and overcome challenges. Such a brand inspires its audience to become stronger, reach new heights, and fight for justice or success. Traits include courage, perseverance, ambition, and leadership. Examples: Nike (the "Just Do It" slogan that emphasizes heroic self-overcoming) and Red Bull (energy, risk, and the desire to win).
Outlaw is a rule-breaker and a revolutionary. This archetype attracts an audience that values freedom and individuality. Examples: Dr. Martens (subcultural independence) and Supreme (street counterculture).

Source: supreme.com

Magician is an innovator who turns dreams into reality. Such a brand promises amazing experiences, transformations, a touch of "magic" in everyday life. It builds its image around innovation, an unexpected approach, and the creation of a new, wondrous world for the customer. Examples: Niantic (Pokémon Go, which augments reality and turns the city into a playground), Snap (AR lenses and effects).
Lover is a sensual romantic who appreciates beauty. Such brands create an atmosphere of luxury, intimacy, or the warmth of relationships. Examples: Chanel (an aesthetic of charm and luxury) and Victoria's Secret (a symbol of attractiveness).
Jester is a merrymaker who lives in the moment. A Jester brand entertains, makes people laugh, and removes excessive seriousness. This archetype values joy and freedom of self-expression. Jester brands often use humor, self-mockery, and unexpected approaches in advertising. Examples: Old Spice (eccentric, humorous commercials) and Skittles (absurdly funny campaigns).
Everyman is simple and down-to-earth, striving to be relatable. This archetype avoids elitism, speaks the language of its audience, and values simplicity and trustworthiness. Examples: IKEA (affordable home design) and Levi's (universal jeans).

Source: levi.com

Caregiver is a supportive archetype, driven by compassion and a desire to help. A Caregiver brand cares for its customers, strives to protect them, and surround them with comfort and warmth. Communication is gentle, friendly, and inspires trust. Examples: Johnson & Johnson (an image of reliability for families and children) and Volvo (prioritizing safety as a concern for the lives of passengers).
Creator is an innovator whose primary goal is to realize their vision and create something new. Such a brand encourages creativity, self-expression, and values individuality. Examples: Apple (the cult of creativity and the slogan "Think Different") and Lego.

Source: lego.com

Ruler is a leader, an authoritative figure, striving for control, order, and high status. Such a brand projects an image of success, superiority, and confidence. Examples include Rolex (a symbol of prestige and status) and Mercedes-Benz.

How to define a brand archetype

1. Study your target audience. What they care about, what they value, what they strive for. Consider which brands resonate with them and why. Sometimes, audiences already gravitate toward a certain archetype: for example, young rebels or practical families. But more often, it is important to understand what emotions people lack and what image can fill them. Customers may seem quite ordinary but they dream of freedom and new experiences, in which case the brand should turn to an archetype.

2. Self-identification of the brand. Take a deeper look at your brand. Why does it exist, where did it come from, what values do its founders and team share? Which archetype reflects its character best? The image should flow naturally from the company's essence, not contradict it. If you make products for children, a "rebellious" style is unlikely to inspire trust. In turn, a tech startup is more suited to a wise and rational tone of voice than a light and playful one.

3. Market and environment. Study which archetypes your competitors have already occupied. Each industry has its own familiar roles: charities often communicate as Caregivers, while sports brands often communicate as Heroes or Explorers. You may follow a similar path or stand out by choosing something unexpected. Though it is crucial that the archetype remains relevant to your audience.

4. Testing the archetype. Try the chosen archetype for your brand and see whether it feels natural. Formulate your key message, style of speech, and delivery, and check how well it aligns with your current tone and visual language. Is this character clear to customers? Does it inspire trust? If something seems forced, it is worth reconsidering your choice or slightly adjusting it. Sometimes a brand balances between two archetypes: in this case, you can keep the primary one and add the second as a nuance.

5. Embodiment in the details. Once the archetype is defined, it is important to reinforce it in everything: language and words, design and colors, visual rhythm, and how the brand communicates with people. The team must understand the brand's character and how it "sounds" in every situation, from advertising to customer support.

Conclusion

A brand archetype is a company's character, its "personality type". It helps understand how the brand behaves, what it communicates, and what emotions it evokes.

When a brand has its own archetype, for example, Hero, Outlaw, or Sage, people find it easier to recognize and connect with it. This character makes communication cohesive: everything, from words and visuals to advertising, sounds in the same tone.