Shakespeare once said, „All the world’s a stage, and all the men and women merely players.“

Well, my friend, the same can be said for brands. Each brand is a character with its own unique personality, and identifying your brand’s archetype can help you connect with your audience on a deeper level. Let’s dive into the world of brand archetypes and find out how you can embrace your brand’s true identity!


There are 12 main brand archetypes, each representing a different aspect of human nature:

The Innocent: Purity, simplicity, and optimism are the hallmarks of The Innocent. Brands like Dove and Coca-Cola embody this archetype, promoting happiness, and a sense of nostalgia.

The Explorer: The Explorer seeks adventure, freedom, and new experiences. Brands like Jeep and The North Face cater to this audience, inspiring them to break boundaries and venture into the unknown.

The Sage: Knowledge, wisdom, and understanding define The Sage. Brands such as Google and Harvard University are perfect examples, providing valuable information and resources to help people learn and grow.

The Hero: Courage, triumph, and determination are the core values of The Hero. Brands like Nike and SpaceX demonstrate this archetype, inspiring customers to overcome obstacles and achieve greatness.

The Outlaw: The Outlaw is a rule-breaker, challenging norms and conventions. Brands like Harley-Davidson and Virgin exemplify this archetype, appealing to those who crave rebellion and non-conformity.

The Magician: Transformation, imagination, and innovation drive The Magician. Brands such as Apple and Disney capture the essence of this archetype, creating magical experiences that delight and amaze.

The Lover: Passion, sensuality, and desire characterize The Lover. Brands like Victoria’s Secret and Chanel embody this archetype, evoking feelings of romance and allure.

The Jester: Fun, laughter, and playfulness define The Jester. Brands like Ben & Jerry’s and Old Spice exemplify this archetype, using humor and wit to engage and entertain.

The Everyman: Relatability, honesty, and humility are the qualities of The Everyman. Brands such as Walmart and Levi’s connect with this archetype, emphasizing accessibility and down-to-earth values.

The Caregiver: Compassion, nurturing, and support are the hallmarks of The Caregiver. Brands like Johnson & Johnson and TOMS embody this archetype, demonstrating a commitment to caring for others.

The Ruler: Power, control, and authority define The Ruler. Brands such as Mercedes-Benz and Rolex represent this archetype, symbolizing prestige and status.

The Creator: Originality, artistry, and vision are the core values of The Creator. Brands like LEGO and Adobe capture the spirit of this archetype, inspiring creativity and self-expression.


In Conclusion

By identifying and embracing your brand’s archetype, you can create a more authentic, compelling, and memorable brand story. So, take center stage, my fellow thespian, and let your brand’s true personality shine!