What are The 12 Brand Archetypes & How to Use Them


There are 12 basic brand archetypes that can be used to create a powerful and lasting impression with your customers. Each archetype has its own set of characteristics, which can be used to help you understand your brand better and create marketing that resonates with people. In this article, we’ll explore each of the archetypes in detail and look at how you can use them to improve your brand.

What Is a Brand Archetype?

The first step in understanding this topic is to understand what an archetype is. An archetype is a universal pattern or model that can be used as a template for creating something new. It’s a mental shortcut that helps us understand complex concepts quickly and easily. We all have archetypes hardwired into our brains that help us make sense of the world around us.

There are 12 common brand archetypes that have been identified. Each one has a set of characteristics that can be used to help define your brand.

1. The Innocent

The innocent archetype is all about hope, purity, and faith. This archetype represents brands that are optimistic and childlike. They offer customers a sense of hope and possibilities.

Having this kind of brand can be incredibly powerful, especially in times of trouble or uncertainty. People are drawn to the innocent archetype because it offers a sense of comfort and security.

If you would like to copy over a branding strategy from one of the innocent brands, take a look at Barbie, Dove, or Pampers.

2. The Explorer

Out of the 12 brand archetypes, the explorer is the one about adventure, freedom, and discovery. This archetype represents brands that have a sense of wanderlust. They are constantly seeking new experiences and are unafraid of taking risks.

People are drawn to the explorer archetype because it represents a sense of adventure and excitement. It’s also a reminder that there is more to life than what we see in our everyday lives.

Some examples of explorer brands include Jeep, Virgin, and National Geographic. If you want to create this kind of brand, it’s important to focus on giving people a sense of adventure.

3. The Sage

The sage archetype is about knowledge, wisdom, and understanding. Out of all the brand archetypes, this one represents brands that are authoritative and trustworthy. They usually offer customers guidance and insight.

Customers like this type of brand because they can rely on them for accurate information and advice. In today’s market, there is a growing demand for brands that offer sage-like advice.

When you think about sage brands, you’ll usually think about Google, Harvard, and Encyclopedia Britannica.

To create such a brand, you’ll need to focus on being an authority in your industry. This means having a deep understanding of your subject matter and being able to communicate it clearly to your audience.

4. The Outlaw

The outlaw archetype is about rebellion, nonconformity, and freedom. Brand archetypes like this one cover brands that are unconventional and edgy. They often challenge the status quo and push the boundaries.

People tend to like outlaw brands because they offer something different from the rest. They’re not afraid to take risks, and they’re always looking for new ways to do things.

Think about  Harley-Davidson, Nike, and Red Bull when you think about outlaw brands. If you want to create this kind of brand, it’s important to focus on being different. You need to be willing to step outside the box.

5. The Hero

The hero archetype is about courage, strength, and determination. It represents brands that are inspiring and aspirational. They usually offer customers a sense of hope and possibility.

People tend to look up to hero brands because they offer a sense of hope in the face of adversity. They’re also a reminder that we can overcome any challenge if we’re brave enough to try.

Microsoft,  Apple, and Amazon are all examples of hero brands. If you want to create this kind of brand, it’s important to focus on inspiring your customers. You need to show them that anything is possible if they’re willing to work hard enough. You can do this by sharing stories of overcoming adversity, for starters.

6. The Lover

The lover archetype is all about passion, romance, and intimacy. Brands that fall into this archetype are usually sensual and emotional. They often focus on the idea of love and connection.

A sense of passion and intimacy can appeal to anyone. In fact, these brands make us feel good about ourselves and our relationships.

Victoria’s Secret,  Hershey’s, and Starbucks are all examples of lover brands. To start a lover brand, you need to focus on creating an emotional connection with your customers. You need to make them feel special and appreciated. Think about how your product can be a part of their love story.

brand archetypes

7. The Creator

Creator brands like Apple, Lego, and Pinterest are all about originality, self-expression, and imagination. These brands represent the idea that we can all create something new and beautiful.

A sense of possibility is the driving factor that makes people like these kinds of brands. They offer us a chance to express our individuality and to be creative.

To start a creator brand, you need to focus on giving people the opportunity to express themselves. You need to provide them with the tools and resources they need to be creative. Do this by offering products that are customizable or by giving people a platform to share their work.

8. The Caregiver

Isn’t it lovely to think that there’s someone out there looking out for you? That’s the idea behind caregiver brands. These are brands that offer protection, support, and care.

The caregiver is among the favorite brand archetypes because it offers a sense of security in an uncertain world. They’re a great reminder that we’re not alone. We have someone to help us through tough times, even if it is a brand.

The Red Cross, Johnson & Johnson, and Campbell’s Soup are excellent examples. To create this kind of brand, focus on being compassionate and supportive. The best way to do this is to start offering products that make their lives easier or by giving back to the community.

9. The Jester

The jester is all about fun, playfulness, and pleasure. These brands represent the idea that life should be enjoyed. They’re often lighthearted and carefree.

There’s nothing better than being reminded that it’s okay to relax and have a good time. That’s why people are drawn to jester brands. They offer us a chance to take a break from our hectic lives and just enjoy the moment.

Think about companies like Virgin, Skittles, and Old Spice when you think about this archetype.

10. The Everyman (or Everywoman)

The everyman (or everywoman) is the archetype that represents the common person. These are brands that are down-to-earth and relatable. They offer products and services that appeal to a wide range of people.

These brands are successful because people can relate to them. They offer products that we all need and use on a daily basis.

Some examples of everyman brands include Walmart, Target, and Ikea. When you’re creating this kind of brand, it’s important to focus on being relatable and approachable. You need to make sure your products are affordable and easy to use.

11. The Ruler

Leadership and success are both powerful motivators. That’s why people are drawn to ruler brands. These are companies that represent power, authority, and prestige.

These brands offer us a chance to feel like we’re part of something larger than ourselves. They make us feel important and valued.

Some examples of ruler brands include Rolex, Mercedes-Benz, and Chanel.

12. The Magician

Who doesn’t like mystery, imagination, and a bit of the unknown? That’s what magician brands offer. These are companies that are creative, innovative, and often ahead of their time.

These brands make us believe that anything is possible with just a bit of imagination. Just think about how Google, Tesla, and  Apple have changed the world.

Creating a magician brand is all about being creative and innovative. You need to offer products that are unique and that solve problems in new and interesting ways.


Now that you know about the 12 brand archetypes, it’s time to put them to use.

Think about which archetype best represents your brand. Once you’ve figured that out, start creating content that appeals to your target audience. Remember, people are drawn to brands that make them feel something.