• Holly Thomson

12 Brand Archetypes: Which One Are You?

Updated: Feb 14

Your brand is who you are as a business and how you connect with your audience.

Working out which of the twelve archetypes you identify with will build a clear picture for you and your customers about how you present your brand and what makes it different. It strengthens your brand story and helps you stand out, while leaving your audience with a lasting impression.


As much as we love a shiny logo and a kick-ass colour scheme, good looks will only get you so far. A recognisable personality will work much harder for you.


Think about it -


Why do certain brands appeal to you? Do they make you laugh? Make you feel good about yourself? Motivate you?


Chances are, they’re probably smashing their brand voice and delivering consistently because they know who they are and how they want to be perceived. Before you know it, you’ve caught the feels.


So let’s take a look.


THE OUTLAW


Disruptive, rebellious, a desire for revolution


Copy is bold and dares to challenge


Could be overheard saying: “Rules are made to be broken”


Brand examples: Harley-Davidson, Virgin


Pop culture icon: Greta Thunberg


THE LOVER


Passionate, empathetic, indulgent


Copy is sensual and persuasive


Could be overheard saying: “Take a moment for yourself - you know you want to”


Brand examples: Chanel, Häagen-Dazs


Pop culture icon: Marilyn Monroe


THE EXPLORER


Ambitious, fearless, daring


Copy is aspirational and values freedom


Could be overheard saying: “Life begins at the end of your comfort zone”


Brand examples: Patagonia, Jeep


Pop culture icon: Bear Grylls


THE RULER


Refined, articulate, commanding


Copy is powerful and shows expertise


Could be overheard saying: “Power is everything”


Brand examples: Rolex, Mercedes


Pop culture icon: The Godfather


THE MAGICIAN


Informed, transformational, creating the impossible


Copy is imaginative and mystical


Could be overheard saying: “I can make your dreams come true”


Brand examples: Disney, Dyson


Pop culture icon: Gandalf


THE JESTER


Fun, irreverent, in the moment


Copy is playful and light-hearted


Could be overheard saying: “Here for a good time, not for a long time”


Brand examples: Skittles, Old Spice


Pop culture icon: Ace Ventura


THE CAREGIVER


Reassuring, caring, warm


Copy is compassionate and supportive


Could be overheard saying: “Putting others before ourselves”


Brand example: Fairy, Toms


Pop culture icon: Miss Honey (Matilda)


THE SAGE


Intelligent, understanding, seeking information


Copy is guiding and knowledgeable


Could be overheard saying: “The truth will set you free”


Brand examples: Audi, Google


Pop culture icon: Yoda


THE HERO


Brave, empowered, accomplished


Copy is candid and inspirational


Could be overheard saying: “Where there’s a will, there’s a way”


Brand examples: Nike, FedEx


Pop culture icon: Michael Jordan


THE EVERYMAN


Approachable, authentic, accessible


Copy is relatable and casual


Could be overheard saying: “We’re just like you”


Brand examples: Lynx, IKEA


Pop culture icon: Matt Damon


THE CREATOR


Inspirational, innovative, original


Copy is provocative and expressive


Could be overheard saying: “If it can be thought, it can be created”


Brand examples: Lego, Apple


Pop culture icon: Doc Brown (Back to the Future)


THE INNOCENT


Honest, simple, ethical


Copy is wholesome and optimistic


Could be overheard saying: “Pure happiness? It’s simple”


Brand examples: innocent, Dove


Pop culture icon: Forrest Gump

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