Marketing Archetypes
First, what is a Brand Archetype?
A brand archetype is your company’s personality, capturing its key traits, voice and values. Your archetype plays a huge role in shaping how your brand comes across and connects with your target audience.
what’s the benefit of knowing your brand archetype?
People trust brands that show up the same way every time. When your brand has a consistent voice, it becomes familiar and reliable—qualities that foster trust with your audience. Knowing your archetype gives you a clear, dependable way to communicate, helping people understand who you are and what you stand for.
With a well-defined archetype, your brand’s messaging stays aligned, delivering a steady experience that resonates with your audience. This consistency is what sets you apart from the competition, strengthens connections, and helps you tell a genuine, engaging story. Each brand has its own personality, and aligning it with a consistent voice isn’t just a choice—it’s a commitment to building trust. So, which archetype feels most true to your brand?
the archetypes
Outlaw - Liberation
The Outlaw thrives on breaking rules and shaking things up. They take bold risks to create something new and exciting, attracting those who value freedom and rebellion.
Magician - Power
The Magician is all about turning dreams into reality through captivating experiences. Their magical moments ignite something within, creating moments of wonder that leave a lasting impression.
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Hero - Mastery
The Hero is driven by a desire to make a difference and overcome challenges. With courage and determination, they inspire others to achieve their goals and stand out with their dedication.
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Lover - Intimacy
The Lover longs for deep and emotional connections, focusing on romance, sensuality, and relationships. They aim to be cherished and create lasting bonds with others.
Jester - Enjoyment
The Jester is all about fun and playfulness. They embrace a light-hearted, carefree attitude, using humour and joy to make people smile and enjoy life.
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Everyman/Everywoman - Belonging
The Everyman is relatable, down-to-earth, and focused on creating a sense of community. They prioritize fitting in and making people feel like they belong, valuing trust and positivity.
Caregiver - Service
The Caregiver is defined by compassion and a desire to help others. They focus on nurturing and protecting, providing comfort and support to those in need.
Ruler - Control
The Ruler seeks power, control, and leadership. They thrive on setting rules and ensuring success, aiming to create a sense of authority and prestige.
Creator - Innovation
The Creator is driven by a passion for innovation and self-expression. They push the boundaries of creativity, bringing new ideas to life and inspiring others to do the same.
Innocent - Safety
The Innocent spreads positivity and joy, valuing simplicity and goodness. They focus on creating a safe, uplifting environment, celebrating the beauty in life and avoiding negativity.
Sage - Understanding
The Sage is on a hunt for knowledge and truth. They value wisdom and understanding, often taking on roles as mentors and thought leaders, sharing their insights with others.
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Explorer - Freedom
The Explorer craves freedom and adventure. They are independent and brave, always seeking new experiences and pushing the boundaries of what’s possible.
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Outlaw - Liberation
Description: The Outlaw archetype thrives on disrupting the status quo and challenging conventional norms. By taking bold risks and embracing the chaos of revolution, they create something fresh and exciting that hasn’t been done before. Their rebellious spirit attracts a loyal following of people who value rule-breaking and creative freedom, eager to be part of something groundbreaking.
Branding Strategy: The Outlaw branding strategy focuses on disrupting norms and embracing bold, unconventional approaches. This involves positioning the brand as a bold challenger of the norm, using edgy messaging and daring visuals to make a statement. The approach creates a rebellious identity that resonates with people who value authenticity and freedom.
Industry and Categories: Automobiles, Motorcycles, Destruction Tools, Alternative Apparel, Body Piercings and Tattoos, Extreme Sports Gear, Edgy Music and Festivals and Alternative Medicine.
Magician - Power
Description: The Magician brand archetype excels at transforming dreams into reality with captivating and memorable experiences. They guide people on enchanting journeys that push the boundaries of imagination, aiming to inspire the everyday person. Though they have a lot of knowledge, they focus more on creating extraordinary moments than on sharing their secrets.
Branding Strategy: In their branding strategy, the Magician archetype emphasizes creating unique, memorable experiences that captivate and inspire. They use elements of mystery and surprise to build a sense of wonder and connection with their audience. They continuously push creative boundaries and craft compelling stories, creating deep, emotional bonds with their customers.
Industry and Categories: Entertainment, Beauty, Relaxation, Health, Travel and Hospitality, Luxury Goods and Education.
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Hero - Mastery
Description: The Hero archetype is driven by a strong sense of justice and a desire to make a meaningful impact. They thrive on overcoming challenges through courage and determination, setting themselves apart with their dedication and resilience. Their goal is to prove their worth both to themselves and to the world, demonstrating their ability to make a difference.
Branding Strategy: The Hero branding strategy focuses on inspiring and empowering people to achieve their goals. They position and align themselves with values of justice, hard work, and determination, while also encouraging and supporting individuals to overcome challenges.
Industry and Categories: Sportswear, Sports Equipment, Outdoor Equipment, Emergency Trade Services (Plumbing, Electricity, Locksmiths, Mechanic), Fitness and Wellness, Automotive, Healthcare and First Aid and Security and Safety Products.
Lover - Intimacy
Description: The Lover archetype is driven by a deep longing for intimacy, connection, and being desired. They aim to create strong emotional and physical appeal, often focusing on sensuality and closeness. Whether through romance, companionship, or family connections, the Lover seeks to attract and maintain deep, meaningful relationships, always striving to be noticed and cherished by others around them.
Branding Strategy: The Lover branding strategy focuses on evoking feelings of attraction, connection, and intimacy. Love brands generally use colors like red that symbolize desire, sensual language, imagery, and tone that appeal to the senses and ignite emotions.
Industry and Categories: Fragrance, Cosmetics, Wine, Indulgent Food, Indulgent Travel, Fashion and Lingerie, Jewelry and Accessories and Luxury Home Goods.
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Jester - Enjoyment
Description: The Jester archetype revolves around bringing joy and playfulness into life, striving to make people laugh and brighten their day. They embrace a fun and carefree attitude, seeing the positive side of every situation and encouraging others to do the same.
Branding Strategy: The Jester branding strategy highlights the fun and light-hearted aspects of life. Brands embracing this archetype should focus on being playful and entertaining, using humour, optimism and joy to connect with their audience and leave a positive lasting impression.
Industry and Categories: Confectionary, Professional Services, Beer, Child Services, Entertainment (TV, Film, Comedy, Theme Parks and Attractions and Toys and Games.
Everyman/woman - Belonging
Description: The Everyman archetype is all about being relatable, approachable, and down-to-earth. They focus on creating genuine connections with others, driven by a strong desire for community and belonging. This can sometimes mean that they can fade into the background, as they prioritize fitting in over standing out. The Everyman values trust, positivity, and just being part of the group.
Branding Strategy: The Everyman branding strategy centers on making people feel like they belong and are part of a community. Brands embracing this archetype should focus on being approachable, humble, and relatable, avoiding elitist or exclusive messaging. Instead, they connect through honest and down-to-earth communication that celebrates the everyday, reassuring people that it's perfectly okay to be normal.
Industry and Categories: Home / Family Life, Comfort Foods, Everyday Apparel, Automobile (Family / Everyday), Grocery and Household Essentials, Casual Dining, Affordable Personal Care Products, Public Transport, DIY and Home Improvement.
Caregiver - Service
Description: The Caregiver archetype is defined by compassion, selflessness, and a deep desire to protect and nurture others. They focus on making others feel safe, secure, and supported, often stepping in to help those in need and be a listening ear. With a strong sense of responsibility, Caregivers are committed to being a constant source of comfort in the lives of those they care for.
Branding Strategy: The Caregiver branding strategy focuses on creating a sense of safety and care, using a nurturing approach to connect with those in need. These brands make people feel protected and supported. To reach a wider audience, they often use educational and emotionally engaging messages that raise awareness and inspire others to help.
Industry and Categories: Health & Aged Care, Not-for-profits, Hospitals, Education, Childcare Services, Wellness and Mental Health Services, Pharmaceuticals and Disaster Relief and Emergency Services.
Ruler - Control
Description: The Ruler archetype is defined by a strong desire for power, control, and leadership. Rulers thrive on setting rules and ensuring others follow them, exuding confidence and authority in everything they do. They aim for success and prosperity, seeing themselves as the driving force behind progress. While they are strong and responsible, they fear anything that could diminish their control or undermine their position.
Branding Strategy: The Ruler branding strategy focuses on reinforcing a sense of power, high social status. control, and exclusivity. These brands focus on being prestige, superior and making customers feel like they are part of an elite group.
Industry and Categories: Luxury Automotive, High-End Watches, Hotels, High-End Real Estate, Financial Services (Private Banking, Wealth Management), Luxury Yachts and Private Jets, Exclusive Clubs and Memberships and Premium Technology.
Creator - Innovation
Description: The Creator archetype is driven by a vision to produce something new, groundbreaking, and long-lasting. They are innovators, pushing the boundaries of creativity and design to bring their unique ideas to life. Creators empower others to think creatively, push boundaries and express themselves.
Branding Strategy: The Creator branding strategy focuses on celebrating the creative process and inspiring self-expression. These brands emphasize innovation and imagination, fostering a connection that highlights creativity and originality.
Industry and Categories: Arts, Design, IT, Marketing, Writing, Film Production, Architecture, Apparel Design, Gaming and Virtual Reality.
Innocent - Safety
Description: The Innocent archetype is characterized by spreading joy and positivity. They see the world through an optimistic lens, valuing simplicity and goodness. With honesty and purity, they aim to create a safe, uplifting environment for everyone, celebrating the inherent beauty in all people and staying away from negativity. Their focus is on inspiring and uplifting people through sincere, heartfelt connections.
Branding Strategy: The Innocent branding strategy emphasizes simplicity, honesty, and positivity in their products and marketing. These brands have clear, uplifting communication and avoid any negative or guilt-driven messages. Their messaging should always reinforce their commitment to spreading joy and maintaining a positive, trustworthy image.
Industry and Categories: Beauty and Skin Products, Organic and Eco-Friendly Products, Cleaning Products, Fresh Food, Children’s Products, Non-Profit Organizations, Health and Wellness and Family-Friendly Entertainment.
Sage - Understanding
Description: The Sage archetype is driven by a quest for truth, knowledge, and wisdom. They are dedicated to understanding the world and sharing their insights with others, often taking on roles as mentors or thought leaders. Sages are lifelong learners at heart and often enjoy philosophical discussions and aim to empower others with their knowledge.
Branding Strategy: The Sage archetype’s branding focuses on honoring their intelligence and depth of knowledge. They use sophisticated language and deliver well-researched, factual information that showcases a deep understanding of the subject, aligning with the Sage's appreciation for wisdom and thoughtfulness.
Industry and Categories: Media and News Networks, Schools and Universities, Educational Businesses, Search Engines (Google, Bing), Research Institutions, Professional Development and Training, Think Tanks and Scientific Services.
Explorer - Freedom
Description: The Explorer archetype is driven by a deep desire for freedom and adventure. They thrive on pushing boundaries and seeking new experiences in uncharted territories. Brave and independent, they embark on journeys of self-discovery, valuing personal growth and embracing challenges as opportunities to learn and evolve. Explorers constantly strive to break free from conformity and explore the unknown.
Branding Strategy: The Explorer brand embraces adventure and challenge, positioning itself as the gateway to freedom and new experiences. It promotes a spirit of exploration and rebellion against conformity, inviting customers to break free from the ordinary and discover the unknown.
Industry and Categories: Extreme Sports, Outdoor Equipment, Automotive (SUV and Motorcycles), Adventure Travel, Camping Gear, High-Intensity Fitness and Tech Gadgets.
