The 12 Brand Archetypes: Which One Are You?
What makes your brand special? What makes it stand out? Figure out which of these 12 brand archetypes your business falls into so you can market your business better
We all want a loyal following. We’re constantly looking for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their life. What we don’t often realize is that connections are relationships. If you aren’t clear about who you are, no one is going to be interested in you. It’s critical you understand who your brand is, and how you should be starting a relationship with your customers.
There are 12 basic identities—or archetypes—a brand can assume. Below, I’ve broken down all 12 to help you understand where you belong:
1. The MAGICIAN makes dreams come true.
The magician archetype is all about vision. Magician brands don’t build you a better toothbrush or help you keep your house clean, they bring your wildest dreams to life. What they offer is a grand experience no one else could achieve. A magician is so in tune with the fundamentals of the universe that they can create the impossible.
2. The SAGE is always seeking the truth.
To a sage, wisdom is the key to success. Everything else is secondary to the pursuit of knowledge. A sage brand might not feel warm and cuddly. They don’t enrapture you in a fantastic world like Disney. Instead, a sage commands your respect by showing their brilliance.
3. The INNOCENT just wants to be happy.
The innocent belongs in paradise. Everyone is free, virtuous, and happy in an innocent’s world. An innocent brand will never guilt you with an ad or go over the top to convince you. Instead, an innocent brand will charm you with something much more powerful: Nostalgia.
4. The OUTLAW wants revolution.
The outlaw isn’t afraid. Outlaw brands control their own life without regard for the status quo. Where the innocent archetype touches the part of you that loved snack time in kindergarten, the outlaw archetype appeals to the part of you that cut classes in high school.
5. The JESTER lives in the moment.
The jester is all about having fun. Jester brands might not be curing illnesses, but they’re making your day better. Humor, silliness, even nonsense are all in a jester’s toolkit. The goal of a jester brand is to make you smile with light-hearted fun.
6. The LOVER wants to make you their.
Passion, pleasure, and sensuality are the lover’s keywords. A lover brand wants you to associate them with intimate moments in your life.What do you buy to celebrate? What do you buy your significant other for birthdays and anniversaries? Chances are, you’re buying from a lover brand.
7. The EXPLORER wants to break free.
Freedom is all an explorer cares about. Where other brands might try to help you build a home, explorer brands want to get you outside. With this in mind, it makes sense that many outdoor brands are natural fits for the explorer archetype.
8. The RULER wants absolute power.
Luxury and exclusivity are what the ruler is all about. A ruler brand is a gatekeeper. If a customer buys from them, they get to belong to the elite. Being perceived as high-quality and expensive is critical for a ruler brand. Jewelry and high-end vehicles are natural fits for the ruler archetype.
9. The CAREGIVER wants to nurture you.
The caregiver is benevolent. They want to be there for you and the people you love. Caregiver brands are all about warmth and trust. You can depend on them when it comes to your children. It’s rare to see a caregiver brand run an ad that takes a shot at their competition. They are the opposite of confrontational.
10. The HERO wants to prove himself.
The hero makes the world better by being the best. A hero brand isn’t concerned with nurturing you, they’re interested in challenging you. If you want to rise to the occasion, you’re going to need a hero’s help.
11. The REGULAR GUY/GIRL wants to belong.
No glitz or glamour, just a reliable product that gets the job done. That’s what regular guy/girl brands are selling.The archetype is focused on providing something so far removed from pretentiousness that it can appeal to everyone. It is the hardest archetype to pull off, because you have to have a product that actually appeals across demographics.
12. The CREATOR craves perfection.
A creator isn’t worried about the cost of production or making things at scale. They care about one thing: building the perfect product. While the magician also stresses vision and imagination, creators are different in that they don’t unlock the world’s magic and create the impossible. They create the perfect product.
So, what archetype is your brand?
From decades of experience, I can tell you every company comes to the table assuming they are the every guy/girl, but in 99% of cases, they aren’t. Drilling down into what makes your brand special and how your customers best connect with your products isn’t easy, but it’s the most important thing you can do to understand what archetype you should be using.
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