The 12 Brand Archetypes: What Are They, and Why Should You Use Them?

Archetypes are a tool used in psychology that has been adopted in the marketing world to help define the core essence of brands.

When considering what attributes you want associated with your brand, these qualities can typically be personified in an archetype which can help bring focus to everything from your brand voice, the imagery you use, the concept behind your advertising and even how you engage with your customers.

What are Brand Archetypes?

What is an archetype, exactly? According to the famed psychoanalyst Carl Jung (pictured above), archetypes are "patterns that repeat themselves in the collective unconscious of human beings." In other words, they're universal tendencies that we have, no matter our age, gender, culture, or ethnicity.

In marketing terms, a brand archetype can be defined as the perception (conscious or subconscious) that a company wants to promote among its consumer base. It's the element that makes customers connect with a particular brand on a deep-seated emotional level — so deeply, in fact, that they may not be able to articulate why they're so loyal to the brand. They just know they are. 

Clearly, developing your brand persona around a core archetype is a surefire way to attract your desired audience to your company. Let's talk about Carl Jung's 12 primary archetypes, and how they translate into the corporate world.

1. The Innocent

The Innocent embodies the qualities of optimism, positivity, and gentleness. This archetype reflects the human yearning to "go back to the basics," and enjoy guilt-free pleasure from doing the right thing. It's been said that the Innocent's core desire is to experience paradise.

Companies that build their persona around this archetype generally keep their messaging simple, and emphasize the "pure" nature of their product.

Brands that use the Innocent archetype:

• Whole Foods

• Dove

• Nintendo

2. The Sage

The Sage is a pursuer of knowledge, wisdom, and truth. This archetype reflects our desire to understand the world, other people, and even ourselves. In a negative sense, it also plays upon our fear of being deceived by someone more intelligent than we are.

The Sage is a fitting archetype for companies in the IT, news, and education sectors. Brands that use the Sage archetype want to convey knowledge and expertise to their consumers.

Brands that use the Sage archetype:

• Google

• TED Talks

• Yale University

3. The Explorer

The Explorer archetype taps into our desire to stretch the limits of our experience. It feeds into the notion that "you only live once, so make the most of it."

Companies that leverage the Explorer archetype appeal to their consumers' sense of adventure and wonder. You'll find a lot of outdoor clothing companies fall into this category.

Brands that use the Explorer archetype:

• Patagonia

• Jeep

• Starbucks

4. The Magician

• The Magician archetype reflects our natural interest in the unknown, the wondrous, and (yes) the "magical." The basic thought behind this archetype is: "Anything is possible if you believe in yourself!"

Disney is an obvious example of a brand that employs the Magician archetype. However, you'll find this archetype in a wide range of industries, not just entertainment.

Brands that use the Magician archetype:

• Disney

• Coca-Cola

• Dyson

5. The Outlaw

This archetype is the non-conformist of the bunch. Outlaw archetypes embody individualism, revolution, and the power of change. They are disrupters, and proud of it.

Harley-Davidson is a prime example of a company that successfully taps into the Outlaw archetype. For brands that want to appeal to customers who buck against tradition, the Outlaw archetype is low-hanging fruit, indeed.

Brands that use the Outlaw archetype:

• Harley-Davidson

• Virgin

• Levi Strauss & Co.

6. The Hero

The Hero archetype is the subconscious reflection of endurance, courage, and eventual victory. We all love an underdog story — and the Hero is the ultimate underdog, overcoming insurmountable odds to finally complete his or her quest.

As you can imagine, a lot of brands involved with sports lean into the Hero archetype, along with other companies in fast-paced, highly competitive industries.

Brands that use the Hero archetype:

• Nike

• Adidas

• FedEx

7. The Lover

Basically, we're talking about romantic love here. The Lover archetype reflects the human desire to be attractive, and to find emotional and sensual fulfillment within a relationship.

Clothing brands (especially lingerie brands) are an obvious candidate for the Lover archetype. Really, any company that is centered on beauty products may use this archetype to powerful effect.

Brands that use the Lover archetype:

• Victoria's Secret

• Chanel

• Godiva

8. The Jester

The Jester is focused on having a good time, and living in the moment. Obviously, humor plays a huge role in this archetype.

Leaning into the Jester's sensibilities is a great fit for brands that sell "feel-good" products (e.g., beer, candy). Surprisingly, it can also match up well with companies that sell products/services that are generally considered boring (like insurance).

Brands that use the Jester archetype:

• Old Spice

• M&Ms

• Geico

9. The Everyman

The Everyman archetype has a strong appeal for working-class consumers. It promotes the idea that "everyone is on equal footing," and offers a humble, authentic perspective that is very relatable. Everyman brands sometimes (but not always) emphasize affordable pricing over quality.

Brands that use the Everyman archetype:

• IKEA

• Wendy's

• Dodge

10. The Caregiver

The Caregiver archetype often reflects the best that human nature has to offer. The Caregiver persona is altruistic, and seeks to promote the well-being of others while protecting them from harm. 

Most charitable organizations employ this archetype in their marketing, as do several brands in the health and beauty industries.

Brands that use the Caregiver archetype:

• UNICEF

• WWF

• Nivea

11. The Ruler

As the name suggests, the Ruler archetype embodies the characteristics of power, authority, and assurance. Many luxury brands lean into this archetype as a subconscious signal that their product is "superior" to the competition.

Brands that use the Ruler archetype:

• Rolex

• American Express

• Mercedes-Benz

12. The Creator

The Creator is primarily concerned with making something new and exciting. This archetype plays upon the creative impulses that we all have, and implies that with a clear vision and perseverance, we can build something of enduring value.

Brands that pride themselves on having a culture of innovation often employ the Creator archetype to maintain their position as thought leaders in the industry.

Brands that use the Creator archetype:

• Apple

• Adobe

• LEGO

Of course, it can be tempting to develop a brand persona that leans into two or three of these core archetypes. But experience shows that it's usually best to stick to one — and only one — if you want to have a more clearly articulated brand position that connects with your audience. 

The question is: Which archetype is the best fit for your business?