The Magic of Brand Archetypes

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Hey there, brand managers!

For those of you who haven’t yet explored the world of brand archetypes, let me tell you—this stuff not fluff! It IS fun but also relevant and useful. Knowing your brand’s archetype helps you create a stronger brand identity. 

What Are Brand Archetypes Anyway?

Think of brand archetypes as characters in the branding world. They’re personalities representing different facets of human psychology, from heroic to wise to adventurous.

The concept was originally introduced by Swiss psychologist Carl Jung and later made marketing-friendly by Margaret Mark and Carol Pearson in their book “The Hero and the Outlaw.” There are 12 primary archetypes, each representing specific values and emotions that can help create a memorable brand identity.

The more you learn about archetypes, the more you’ll realize how much they shape our favorite brands without us even noticing.It makes our brands more human – and that’s what we want.

The Fantastic 12: Which One Is Your Brand?

Here’s a quick rundown of the 12 archetypes (I’ve added some of my favorite examples):

  1. The Innocent: Purity, simplicity, authenticity (Dove)
  2. The Everyman: Relatability, approachability (Target)
  3. The Hero: Achievement, excellence, ambition (Nike)
  4. The Outlaw: Rebellion, individualism, freedom (Harley Davidson)
  5. The Explorer: Adventure, discovery (The North Face)
  6. The Creator: Innovation, imagination (Apple)
  7. The Ruler: Power, control, luxury (Rolex)
  8. The Magician: Transformation, change (Disney)
  9. The Lover: Passion, sensuality, intimacy (Chanel)
  10. The Jester: Humor, spontaneity, fun (M&M’s)
  11. The Caregiver: Nurturing, compassion, empathy (WWF)
  12. The Sage: Wisdom, knowledge, insight (Google)

I’m curious—which one resonates with YOUR brand? 

Why Brand Archetypes Are Such Game-Changers

  1. Consistency is Key A clear brand archetype makes it easier to create consistent messaging and visuals across all channels. Customers will know exactly what your brand stands for, building trust and credibility over time.
  2. You’ll Master Memorability Creating a brand identity aligned with a specific archetype helps you stand out in that ocean of competitors. When customers can easily identify and remember your brand, you become the hero of their hearts (and purchasing decisions)!
  3. You’ll Create Human-Like Emotional Connections When your brand embodies a relatable archetype, it feels more human to your audience. This emotional connection taps into customers’ deepest desires and values, creating a bond that goes way beyond features and benefits. And we all know that emotional connections are what drive loyalty and advocacy in today’s market!

I’m fascinated by how these archetypes can transform an ordinary brand into something extraordinary! It’s like having a built-in compass for all your branding decisions. 

Finding Your Perfect Brand Archetype

So how do you discover which archetype best represents your brand? Start by asking yourself these questions:

  • What values does your brand stand for?
  • What kind of personality do you want to convey?
  • What emotions do you want to evoke in customers?
  • What sets you apart from competitors?

If you’re having trouble choosing between several archetypes, consider which of the four subcategories your brand fits into:

  1. The “Ego” types: Innocent, Everyman, Hero
  2. The “Soul” types: Explorer, Outlaw, Magician
  3. The “Self” types: Sage, Ruler, Creator
  4. The “For-Others’” types: Jester, Caregiver, Lover

Pro-tip: Finding your brand’s archetype isn’t a one-time process. As your brand evolves, you may need to revisit and refine your archetype.

I also think it’s okay to pick two. That often makes it easier for my clients to decide.  

Bringing Your Archetype to Life

Once you’ve found your perfect archetype (or archetypes), it’s time to infuse it into every aspect of your brand:

  • Messaging: Let your archetype guide your voice across all marketing channels
  • Visual branding: Choose colors, imagery, and design elements that reflect your archetype
  • Customer experience: Create touchpoints that reinforce your archetype at every turn

Imagine stepping into a store where every detail—the colors, materials, layout, ambiance, and even scent—instantly envelops you in an experience that distinctly embodies the brand. That’s the power of consistently applying your archetype across all dimensions!

AI meets Archetypes  

As soon as you’ve clearly defined your brand archetype, it becomes the ultimate AI prompt engineering tool. 

Use your archetype as a quick reference to ensure AI-generated blog posts, social media content, email campaigns, and even product descriptions maintain your brand’s unique personality. 

For instance, if you’re a “Creator” archetype like Apple, you can instruct AI to generate content that emphasizes innovation, creativity, and cutting-edge thinking. Prompt it with something like: “Write this social media post as a Creator archetype would—focus on innovative solutions and imaginative approaches.” 

Pro tip: Develop an “archetype guide” that outlines your brand’s specific voice, values, and no-go zones. Save this as a document then use it as a consistent reference for AI interactions. This ensures that whether you’re using ChatGPT, Claude, or any other AI tool, your brand’s essence remains authentic and true. 

The Path Forward

To me, the impact of this rapidly evolving market on branding is both fascinating and a bit frightening. But we can’t allow ourselves to be scared! We need to use these powerful tools with our fundamentals to innovate and create spectacular brands!

What archetype do you think YOUR embodies? And how about your personal brand? 

Remember, keep it human!

Kelly

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