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The 12 Archetypes of Branding

History of The 12 Brand Archetypes

The concept of archetypes, derived from the work of Swiss psychologist Carl Jung, plays a significant role in branding. Archetypes represent universal patterns and symbols that resonate with people on a deep, subconscious level. By leveraging these archetypes, businesses can create powerful and meaningful brand identities that connect with their target audience. In this article, we'll explore the 12 primary archetypes of branding and examine how they can be applied to create an impactful brand strategy.



Coca-Cola image as the first brand archetype

1. The Innocent

The Innocent archetype embodies purity, simplicity, and optimism. Brands that adopt this archetype often focus on providing safe, wholesome, and reliable products or services. Examples of Innocent brands include Coca-Cola, Dove, and Disney.


Jeep image as the second brand archetype the explorer

2. The Explorer

The Explorer archetype represents the desire for adventure, discovery, and freedom. Explorer brands encourage their audience to break free from constraints and embrace new experiences. Examples include Patagonia, Jeep, and The North Face.


Person having coffee on google image as the third brand archetype the sage

3. The Sage

The Sage archetype is characterized by wisdom, knowledge, and a thirst for truth. Sage brands position themselves as experts in their field, offering insights and guidance to their audience. Google, The New York Times, and Harvard University are examples of Sage brands.


car art nike collaboration sneaker as the fourth brand archetype

4. The Hero

The Hero archetype represents courage, strength, and determination. Hero brands inspire their audience to overcome challenges and achieve greatness. Examples of Hero brands are Nike, FedEx, and the American Red Cross.


Harley davidson logo for the outlaw brand archetype

5. The Outlaw

The Outlaw archetype embodies rebellion, disruption, and rule-breaking. Outlaw brands challenge the status quo and appeal to those who seek to defy conventions. Harley-Davidson, Virgin, and Apple are examples of Outlaw brands.


The magician archetype image showing a desk with a graphic design journal and adobe programs

6. The Magician

The Magician archetype is associated with transformation, innovation, and wonder. Magician brands promise to create a sense of awe and deliver extraordinary experiences. Examples include Disney, Tesla, and Adobe.


close up of levis jacket for the regular guy archetype

7. The Regular Guy/Gal

The Regular Guy/Gal archetype values authenticity, relatability, and honesty. Brands that adopt this archetype create a sense of familiarity and comfort for their audience. Examples are Walmart, Levi's, and Home Depot.


the lover archetype haagen-dazs

8. The Lover

The Lover archetype embodies passion, romance, and sensuality. Lover brands focus on creating deep emotional connections and fulfilling desires. Examples include Victoria's Secret, Chanel, and Haagen-Dazs.


old spice ad for The Jester brand archetype

9. The Jester

The Jester archetype represents humor, fun, and playfulness. Jester brands aim to entertain, uplift, and bring joy to their audience. Examples of Jester brands are Ben & Jerry's, Old Spice, and Southwest Airlines.


image of cambells chicken noodle soup for the care giver archtype. Showing graffiti hand written words of togetherness and community.

10. The Caregiver

The Caregiver archetype is characterized by nurturing, empathy, and selflessness. Caregiver brands seek to protect, support, and care for their customers. Examples include Johnson & Johnson, Campbell's Soup, and Volvo.


image of the lego shop sign for the creator brand archetype

11. The Creator

The Creator archetype embodies innovation, imagination, and artistry. Creator brands strive to inspire and empower their audience to unleash their creativity. Examples are LEGO, Apple and Adobe..


close up to the grill of a Merzedes-Benz for The Ruler brand archetype

12. The Ruler

The Ruler archetype represents power, control, and authority. Ruler brands convey a sense of stability and trustworthiness, often positioning themselves as industry leaders. Examples include Mercedes-Benz, Rolex, and IBM.


Understanding and applying the 12 archetypes of branding can help businesses create a powerful brand identity that resonates with their target audience. By selecting an archetype that aligns with your brand's values and mission, you can build a meaningful connection with your customers and differentiate yourself in the marketplace.


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