What Is Your Brand Archetype?

Selecting a brand archetype is an essential starting point for any new brand/business. A brand archetype provides us with an easy way to visualise a brands message as a whole and makes it easier to be consistent with your marketing strategy and also recognisable.

There are 12 brand archetypes we choose from when developing our brand BUT we may cross over from one slightly into others too.

Brand Archetypes

They are…

The Caregiver

Goal

To give advice. Care for and protect others.

Pros

Supportive, caring, giving, nurturing and compassionate to others.

Cons

May be taken advantage of and martyrdom.

The caregiver brands are great at creating nurturing environments and delivering high-quality service and support.

 

The Innocent

Goal

To be happy

Pros

Sees the positive in all situations, idealistic, hopeful, wholesome, trusting and honest.

Cons

They can be seen as boring or naive.

Innocent brands motivate others to believe everything will come good in the end. They can see the positive in every situation. They are optimistic and encourage and cheer on others.

 

The Creator

Goal

To realise a vision.

Pros

Creative, imaginative, ambitious and willing to take risks.

Cons

Impractical and can be a perfectionist.

The Creator brand generates ideas and new ways of doing things. They are innovative and create an original service or product.

 

The Regular

Goal

To be accepted and belong.

Pros

Reliable, down to earth, practical, supportive, and connects with others.

Cons

Can lack identity.

The Regular brand takes pride in their work. They are a realist, a good citizen and are great at creating a sense of belonging.

 

The Hero

Goals

To help and improve the world.

Pros

Competitive, courageous, proud, brave and will often sacrifice for the greater good.

Cons

Always looking to fight another battle and arrogance.

The hero brands are great at being consistent and giving their all.

 

The Rebel

Goals

Fight authority and breaks the rules.

Pros

Wild, rebellious, powerful, free, radical and revolutionary.

Cons

Can be disruptive feared and reckless.

The Rebel brand is great for leading reform and developing radical and original ideas.

 

The Explorer

Goal

To experience a more fulfilling life.

Pros

Ambition, being true, risk-taking, restless, adventurous, and independent.

Cons

Inner emptiness and not belonging anywhere.

The Explorer encourages individuality and provides others the opportunity to learn and grow.

 

The Ruler

Goal

To create order from chaos.

Pros

Responsible, organised, a role model and stable.

Cons

Too controlling and could lack a common connection.

The Ruler brand is often successful. They use power to create positive outcomes.

 

The Magician

Goal

To create something special and make dreams come true.

Pros

Imaginative, spiritual, charismatic, and a visionary.

Cons

Could take risks that lead to bad outcomes. Can be manipulative.

The magician brand archetype turns problems into opportunities and they empower people.

 

The Jester

Goal

To bring joy to the world.

Pros

Fun, light-hearted, mischevious, and has a sense of humor.

Cons

Can be seen as wasting time, frivolous, or disrespectful.

The Jester brand is fantastic at thinking outside the box and finding clever ways to market themselves.

 

The Sage

Goals

To help the world gain insight and wisdom.

Pros

Trustworthy, intelligent, thoughtful, knowledgeable, and an advisor.

Cons

Can be too opinionated and overly contemplative.

The Sage brand helps people understand the world better. They contribute their useful knowledge to any situation.

 

The Lover

Goal

To inspire and create love and intimacy

Pros

Romantic, passionate, sensual, intimate, warm and committed.

Cons

Risk losing their own identity while trying to please others. Can be too selfless.

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Aimee Hughes

Aimee Hughes

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Our in-house team of creatives, digital marketing experts and techies are an ideal partner partner in growth.
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