I’m back again to simplify another industry jargon term: Brand Archetype.

You may have seen it talked about before, or maybe this is the first time you’ve ever heard of it, and you’re thinking, “What the heck is a brand archetype, and do I have one?”

Think of brand archetypes as your brand’s personality. Every business has a different vibe, and that relates to your brand archetype. 

It’s important to understand your brand archetype because it should influence everything your brand says and does.

So if you aren’t sure what yours is, this guide will help you learn about each archetype and walk you through how to uncover your brand archetype.

Key Takeaways:

• An explanation of all 12 brand archetypes
• Why it matters to know your brand archetype
• My step-by-step process to discover yours

What Are Brand Archetypes?

Brand archetypes are personality types of a brand that help shape brand identity, voice, visuals, and storytelling. The concept comes from psychologist Carl Jung, who identified characteristics and patterns in human behavior. 

In branding, those archetypes or characteristics translate to brand personalities. They guide how your brand looks, sounds, and shows up in the world, differentiating from everyone else.

There are four groups, each with three characteristics and personalities:

• Order: Provide structure to the world.
  • Ruler – control
  • Caregiver – service
  • Creator – innovation
• Freedom: Yearn for paradise.
  • Innocent – safety
  • Sage – knowledge
  • Explorer – freedom
• Social: Connect to others.
  • Lover – intimacy
  • Jester – pleasure
  • Citizen – belonging
• Ego: Leave a mark on the world.
  • Rebel – liberation
  • Magician – power
  • Hero – mastery

All brands fall under one of these categories.

Here are some examples of well-known brands and their brand archetype:

• Nike = Hero
• Disney = Magician
• Dove = Caregiver
• Jeep = Explorer

Photo credit: Flux Branding

Why Knowing Your Brand Archetype Matters

Knowing your brand archetype helps you decide your brand values and connects your brand visuals with human emotions. 

If you’re the Innocent archetype, you want people to feel safe. That means your entire brand (visuals, messaging, tone of voice, marketing, website, etc.) should all make your audience feel safe with you. You might choose colors like blue or green because they convey trust and balance, unlike red or black.

When you embody your brand archetype, it creates consistency across your marketing channels. You have a clear direction instead of floundering to find something that works.

It also helps differentiate your brand in a competitive market. You know exactly who you are and the audience you serve, and that comes across in everything you say and do. 

How to Discover Your Brand Archetype

All brands should understand their archetype, which is why I do this with all my branding clients. Let’s go through my process to help them discover their brand archetype, step by step.

Step 1: Define Your Brand’s Purpose and Values

Identify what your brand stands for and what motivates you. Ask yourself: “Why do we exist beyond making a profit?” This step also helps you define your mission and vision statements!

Step 2: Understand Your Audience

What emotional need does your audience want fulfilled, and which archetypes naturally appeal to them? If they want to feel supported, the Caregiver archetype fills that role. Or if they want to be empowered, the Rebel archetype is a great fit.

Step 3: Audit Your Current Brand Personality

Look at your existing visuals, copy, and tone. What do they communicate? Are they aligned with how you want your brand to be perceived?

It can help to read through past reviews, testimonials, or comments to see exactly how your audience describes your brand.

Step 4: Explore the 12 Archetypes

Look through the 12 brand archetypes and see which one feels most aligned with your values. Make a note of 2-3 that are resonating right away, and we’ll come back to them later.

Step 5: Take a Brand Archetype Quiz or Workshop

It can help to take a brand archetype quiz or work with a brand strategist to discover the right one for your business. An outside perspective can help reveal patterns in personality and messaging that you might overlook.

Step 6: Refine and Apply Your Archetype

Once identified, apply it across all your brand touchpoints. This includes:

• Messaging and storytelling
• Visual identity
• Marketing campaigns
• Website tone and imagery

Keep in mind that your business goes through seasons and adaptations, and that means your brand archetype may change over time. Continue to refine it as you grow your business!

Discover Your Brand Archetype

Your brand archetype is more than just a word to describe your brand. It embodies everything you do and say as a company. It’s how you make your audience feel when they interact with your brand. It’s how you choose to show up and serve your audience. It’s the foundation of who you are.

I hope this guide taught you more about the importance of understanding your brand archetype. If you need an outside perspective in finding and applying yours, I’m happy to help! Let’s schedule a quick call to see if we’re a good fit.

FAQs About Finding Your Brand Archetype

Can a brand have more than one archetype?

Yes, but it’s best to focus on one primary archetype to maintain clarity and consistency within your brand. Secondary archetypes can add depth, but mixing too many can confuse your audience (and yourself!).

Can my brand archetype change over time?

It can, but only if your brand evolves in a significant way—targeting a new audience, changing your mission, or repositioning in the market. Most brands should stay consistent with their main brand archetype.

Do brand archetypes work for personal brands too?

Yes! Personal brands can use archetypes to define their tone, messaging, and public persona. It will help them attract the right audience and maintain consistency in everything they do.