Archetypes indicate typical behavioural patterns, desires, values and motivations.

Architypes categorize traits that helps us understand ourselves and others. Psychologist Carl Jung is credited with developing a set of common personality types in the 1940s and psychologists, writers, and branding experts have been using them ever since.

The 12 Brand Archetypes

  • The Caregiver

    Caregivers are warm and driven by the desire to help others. They treat you like family and value traditions and group hugs.

    Traits: Nurturing, Compassion, Warm

    Example: Pampers, Folgers, Subaru

  • The Creator

    The creator is a visionary. They tend to be non-conformists, forward-thinking, and push the boundaries of the expected.

    Traits: Originality, visionary, innovation, creativity

    Example: Apple, Crayola, Lego, Instagram

  • The Everyman

    The everyman is unpretentious and relatable. Your neighborly brand that fits right into your life. They support you where you’re at.

    Traits: Supportive, relatable, inclusive, strong, humble

    Example: Ford, Levis, State Farm Insurance, Coors

  • The Explorer

    The explorer is driven by freedom and independence. They are adventurous and determined to create their own path.

    Traits: Adventure, independence, exploration

    Example: Jeep, The North Face, Patagonia

  • The Hero

    The Hero has a strong sense of right and wrong, and is driven to make a difference. They are motivated by injustices and meeting challenges head-on.

    Traits: Motivated, inspired/inspiring, brave

    Example: Nike, Marvel, Gatorade

  • The Innocent

    The innocent’s dream is world peace. They see the world as a beautiful place and want to provide happiness and optimism in every avenue. They rely on honesty and virtues rather than innovation.

    Traits: Charming, honest, simplistic

    Example: Coca-cola, Dove

  • The Jester

    The jester’s mission is to bring joy to the world. They are playful, lightearted, and inclusive.

    Traits: Fun, silly, irreverent

    Example: Skittles, Old Spice, Street Art

  • The Lover

    Lovers are passionate and intimate. They can be sensual or spiritual and want to be the idealistic version of themselves at all times.

    Traits: Sensual, intimate, passionate, appreciation, warm

    Example: Godiva Chocolate, Chanel

  • The Magician

    The magician wants to make dreams come true. They want to provide magic moments and dazzle their audience.

    Traits: Charisma, Imaginative, Idealistic,

    Example: Disney, Polaroid

  • The Rebel

    Forget the status quo, the rebel is here to to push the envelope. They want to create something unique and often inspire cult-like followings and close-knit groups.

    Traits: Outsider, independent, creative, niche

    Example: Harley-Davidson, Dr. Martens, Vans

  • The Ruler

    The ruler possess strong leadership skills and is an expert in their field. They are trustworthy and stable with knack for creating order from chaos.

    Traits: Creating stability, leadership, expert,

    Example: Microsoft, Amazon

  • The Sage

    The sage’s goal is to help the world gain wisdom and truth. They want to empower others through their knowledge and leadership.

    Traits: Knowlegeable, thought-leadership, visionary, guide

    Example: TED Talks, Discovery Channel, The New York Times