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Unveiling the Power of Brand Archetypes: A Guide for Visionary Entrepreneurs

different icons of that represent the 12 brand archetypes

Welcome, Muses! Today, we're embarking on a magical journey into the heart of brand archetypes. Imagine each brand as a character in your favorite story, each with its own distinct personality and charm. These archetypes aren't just about branding; they're about weaving a connection that touches the soul of your audience. Together, let's uncover the essence of these archetypes and how they breathe life into your business story.

What is a Brand Archetype?

A brand archetype is like the soul of your brand, a framework that captures its spirit and essence. Rooted in Carl Jung's theory of psychological archetypes, it's a compass that guides your brand's identity, voice, and narrative. There are 12 primary archetypes, each a unique character with its own set of traits and values.

the 12 brand archetypes wheel

1. The Innocent

Example: Dove

The Innocent archetype is all about purity, simplicity, and optimism. Brands like Dove focus on simplicity and use a sincere, wholesome approach in their marketing.

Marketing Tip: Emphasize simplicity and sincerity in your messaging. Use clean, minimalistic designs on your website.

2. The Sage

Example: Google

The Sage seeks knowledge and truth. Google, for instance, provides information and answers, positioning itself as a knowledgeable guide.

Marketing Tip: Offer valuable content and educational resources. Focus on establishing your brand as a thought leader.

3. The Explorer

Example: Patagonia

Explorers are adventurous and love the thrill of discovery. Patagonia inspires its audience to explore the outdoors.

Marketing Tip: Encourage adventure and freedom in your branding. Use imagery that evokes exploration and discovery.

4. The Ruler

Example: Mercedes-Benz

The Ruler archetype exudes control, power, and leadership. Mercedes-Benz, for example, symbolizes luxury and authority.

Marketing Tip: Position your brand as a leader. Use a sophisticated and elegant design for your website and branding materials.

5. The Creator

Example: LEGO

Creators are imaginative and innovative. LEGO inspires creativity through its products.

Marketing Tip: Foster imagination and innovation in your marketing. Showcase your brand's creative process.

6. The Caregiver

Example: Johnson & Johnson

Caregivers are nurturing and compassionate. Johnson & Johnson's branding revolves around caring for families.

Marketing Tip: Highlight empathy and care in your messaging. Use warm, comforting colors and imagery.

7. The Magician

Example: Disney

The Magician archetype is all about enchantment and transformation. Disney creates magical experiences for its audience.

Marketing Tip: Create a sense of wonder in your branding. Use storytelling to captivate your audience.

8. The Hero

Example: Nike

Heroes are courageous and inspirational. Nike's messaging often revolves around overcoming obstacles and achieving greatness.

Marketing Tip: Inspire action and resilience. Use motivational language and imagery.

9. The Outlaw

Example: Harley-Davidson

Outlaws challenge the status quo and embrace freedom. Harley-Davidson represents rebellion and liberation.

Marketing Tip: Be bold in your branding. Use edgy designs and language that challenge conventional norms.

10. The Lover

Example: Victoria's Secret

The Lover archetype is passionate and sensual. Victoria's Secret creates an aura of romance and allure.

Marketing Tip: Use imagery and language that evoke emotion and connection. Focus on creating an intimate brand experience.

11. The Jester

Example: Old Spice

Jesters are fun, humorous, and light-hearted. Old Spice uses humor in its marketing to engage its audience.

Marketing Tip: Incorporate humor and playfulness in your branding. Keep the tone light and engaging.

12. The Everyman

Example: IKEA

The Everyman archetype is down-to-earth and relatable. IKEA focuses on practicality and accessibility.

Marketing Tip: Be approachable in your messaging. Use simple, clear language and practical solutions.

Discovering your brand's archetype is like finding the key to a secret garden – it unlocks a world of possibilities. As we explore these archetypes, think about which one dances in harmony with your brand's heartbeat. Remember, every brand has a story as unique as you are, and embracing its archetype is not just about branding; it's about starting every week, every Monday, with a tale that's waiting to be told. Let's make each story, each brand, a beacon of inspiration and a testament to the magic within.


Hey Girl, I’m Ashley - Your Website Designer, Business BFF, & Dream Champion

I’m obsessed with designing irresistible websites & brands that scale your business and get you epic results.

Why?  Because every win for you, is a win for me too.

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Together, we’ll ensure your brand is not just another face in the crowd but the heartthrob of your industry. Let’s make your digital presence so captivating, your audience can't help but fall head over heels.

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