Are you loyal to a specific brand? Why are you loyal to them? Do they emit a certain vibe that you completely connect with? Each brand has a vibe. For example, Apple tends to give off an innovative vibe, M&M’s a playful one, and Patagonia a more fearless and free vibe. These different types of vibes align with specific brand archetypes. 

An Intro To Brand Archetypes

Brand archetypes align with and represent our basic human desires. These desires make up our individual values, motivations, and traits – all of which can be found across cultures and belief systems. An obvious example of this is mothers protecting their children. This desire to protect children is found across all cultures and beliefs. So, this universal human desire is what makes brand archetypes so powerful!

Since all of our desires are different, certain brand archetypes will make my heart beat faster than yours or your neighbors. This is why some brand personalities appeal to us more than others – and when used in our own business, these archetypes can help us understand how our ideal clients are drawn to our brand. 

Around 82% of consumers buy from a brand they have a high emotional connection with, and 70% of these emotionally connected consumers spend twice as much on brands that invoke this emotional connection than those who don’t. Brands with a strong archetype can better emotionally connect with their audience, giving them a distinct advantage over the competition

Brand Archetypes For Business

A brand archetype helps a business hone in on how they want their audience to FEEL. People will remember how you make them feel more than anything else, right? So, you need to decide how you want your audience to remember your brand. Do you want to come across as trustworthy, serious, classy, playful, or adventurous?

Choosing a brand archetype for your business will help you get laser-focused on all things branding including your message, design, and branding style guide. 

But should you just pick a brand archetype out of a hat and call it a day? Probably not. 

You need to look at your competition, your company culture, your biz mission, your ideal customers, your services or products, and your future business goals in order to choose the brand archetype that’s right for your business (and audience). 

Types of Brand Archetypes

There are 12 brand archetypes: The Hero, The Magician, The Rebel Outlaw, The Explorer, The Sage, The Innocent, The Creator, The Ruler, The Caregiver, The Everyman, The Jester, and The Lover.  

These archetypes are similar to characters in a story and they are incredibly important to the success of a business’s brand strategy. And you know I am all about brand strategy. Here’s a super quick overview of each brand archetype (and other names they go by). 

The Innocent (The Dreamer): safety, honesty, optimism, and pureness. These brands are driven by the quest for happiness and love simplicity. They often give out feel-good vibes

Examples: Dove, Coca-Cola, Volkswagen

The Hero (The Warrior/The Superhero): mastery, bravery, honesty, and empowerment. These brands are driven by the desire to help everyone achieve their goals and bring positive change

Examples: Nike, Adidas

The Ruler (The King/The Leader):  controlling, commanding, articulate, and refined. These brands are driven by high standards, high quality, domination, and luxury in their specific niche.

Examples: British Airways, Microsoft, Rolls-Royce, Mercedes-Benz, Rolex, Louis Vuitton

The Magician (The Visionary): powerful, mystical, reassuring, and informed. These brands are driven by the desire of thinking outside the box and making dreams come true through extraordinary experiences. 

Examples: Disney, Dyson, Apple, Oculus, Google

The Outlaw (The Revolutionary/The Rebel): revolutionary, disruptive, and rebellious. These brands are driven by the desire to challenge the status quo with their unconventionality. They want to shake up the industry and create social change through their unique products.

Examples: Harley-Davidson, Diesel, Levi Strauss & Co., MTV, Virgin

The Explorer (The Seeker/The Wanderer): freedom, fearlessness, ambition, daring, and innovation. These brands are driven by the desire to push the boundaries and explore new frontiers and self-discovery. 

Examples: Patagonia, The North Face, Jeep, Starbucks, Lonely Planet

The Sage (The Scholar/The Teacher): knowledgeable, guiding, understanding, assuring. These brands are driven by the desire to uncover and understand the truth and share their knowledge with others.

Examples: National Geographic, BBC, Rosetta Stone, Google

The Creator (The Artist): innovative, provocative, and inspirational. These brands are driven by the desire to explore the imagination and provide opportunities for self-expression through creativity. 

Examples: LEGO, Apple, Adobe

The Jester (The Comedian): pleasurable, fun-loving, optimistic, and playful. These brands are driven by the desire to uncover the truth with humor and fun.

Examples: Skittles, Buzzfeed, Ben & Jerry’s, M&M’s

The Caregiver (The Nurturer/The Saint): service-oriented, caring, reassuring, and warm. These brands are driven by the desire to provide comfort and support through generosity, selfless love, and appreciation. 

Examples: Nivea, Johnson & Johnson, WWF, Unicef

The Lover (The Idealist/The Dreamer): intimate, sensual, soothing, and empathetic. These brands are driven by the desire for passion, glamour, luxury, and the appreciation of beauty. 

Examples: Gucci, Chanel, Victoria’s Secret, Godiva

The Everyman (The Good Guy/The Regular Guy): humble, authentic, friendly, unpretentious and honest. These brands are driven by the desire for simplicity and connecting on deeper levels. 

Examples: IKEA, Target

If you want your brand to be powerful, memorable and 100% on brand, you need to implement a brand archetype into your branding strategy. Are you ready?

If you need help uncovering your brand archetype, I’m here for you! Just Contact Me so we can get laser-focused on your branding!