Brand Archetypes Meaning and Types

There are 12 classic archetypes, each covering a range from the comforting to exciting. Choosing the right archetype for your business is crucial. Start by reviewing these archetypes to understand how each can help build a strong connection with your target market.

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12 Brand Archetypes Types

1. The creator

The creator has a vision and wants to make something lasting which brings  their vision to life. They are innovators and and non-conformists, often pioneering new concept and pushing the boundaries of the creativity and design. They inspire others to think creatively and express themselves through the products and the experiences they create.

2. The Sage

The Sage archetype, known as ‘senex’ (Latin for old man) by Jung, seeks knowledge and wisdom, believing that truth will set you free. They don't aim to change the world directly but prefer to empower others by finding and sharing valuable information. Sages are often life-long learners and thought leaders, making them excellent mentors.

3. The Caregivers

Caregivers are motivated by compassion and the desire to help others. They aim to make people  feel nurtured and safe, and they will protect those who are less fortunate. Caregivers are often found in teaching, charity work and especially nursing where they act as nurturing figures.

4. The Innocent

Brands with an Innocent archetype aim to bring happiness. They are positive, optimistic and actively avoid ill-will towards others. They view the world as a place of wonder and fun, spreading joy wherever they can. These brands emphasise honesty and good virtues and simplicity over innovation.

5. The Jester

The Jester aims to make people laugh and bring light-heartedness to everything they do. Jester brands maintain a playful attitude and find good in every situation.

6. The Magician

The Magician brand archetype is a visionary that aims to dazzle their audience with new and exciting experiences,  making dreams come true.  They enjoy talking, taking their followers on mystical journeys and creating memorable value knowledge. They prefer to use it to  realise their vision rather than sharing it directly with the world.

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7. The Ruler

The Ruler is a strong personality who wants power and control. They love making rules and expect others to follow them. Rulers are very confident, proud of their expertise and good leaders. However, they are also reliable and stable personalities. They see themselves as the top authority and will fight to keep their position, because they fear losing their power.

8. The Hero

The Hero has a strong sense of right and wrong, wants to make a difference by tackling problems and injustices. They strive for mastery and encourage others to do their best. Hero brands show success through hard work and face challenges head-on. They take pride in their unique work and see it as important and empowering.

9. The Everyman

Everyman brands are simple, relatable and approachable. They aim to build strong connections with people and want to be liked by everyone. They are generally straightforward, driven by a desire for community and belonging. They avoid standing out and don’t show extreme opinions or traits preferring to be inclusive. While they are often liked, this can sometimes make them easily forgotten.

10. The Rebel

The Rebel, or Outlaw aims to shake up their industry and challenge existing norms. They actively break rules and disrupt the status quo to create something unique and inspiring. Rebels embrace risk and see themselves as free thinkers. They may not appeal to everyone but often build a devoted following inspiring  strong brand loyalty among a close-knit group.

11. The Explorer

Brands with the Explorer archetype want  freedom and independence, and they don't like usual rules. Unlike Rebels, who focus on disruption, Explorers seek out new experiences and challenges. They dislike conformity, prefer to venture into unknown areas and are on a continuous journey of discovery.

12. The Lovers

Lovers are passionate and driven  by desire. Brands with this archetype are often sensual and empathetic, aiming to be  emotionally and physically appealing. They can also be spiritual, friendly and focused on family. However, Their strong passion can sometimes make them lose focus or seem overbearing and they might fear loss or loneliness intensely.

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Conclusion

Understanding and choosing the right archetype for your business is very crucial for making a strong connection with your target market.