HAVE YOU EVER WONDERED WHY SOME BRANDS SEEM TO HAVE A PERSONALITY OF THEIR OWN?

Well, that’s because they are built on the foundation of brand archetypes, which have a rich history that spans back to the days of Carl Jung’s work in the early 20th century.

But it was Dr Carol S. Pearson who brought them into the branding world with her ground-breaking book “The Hero and the Outlaw,” written with Margaret Mark. She showed how brands could connect with consumers on a deep emotional level by aligning with these archetypal themes.

Today, brand archetypes are a popular approach in marketing, with brands in various industries using them to create compelling brand stories that resonate with their audiences.

It’s all about establishing a unique brand personality and forging meaningful connections with consumers by tapping into their emotions … but where do you start?

Here’s our coop crib sheet for each of the 12 core brand archetypes to get you started:

The Outlaw is about rebellion, breaking the rules, and standing out. If you want to create an edgy, daring, and unapologetically unique brand, this archetype is the perfect fit.

The Outlaw embodies the spirit of non-conformity and boldly, confidently, and daringly shakes things up. It’s a brand that doesn’t play by the rules but challenges them and creates its own path.

Personality traits:

Rebellious, independent, daring, unconventional, exciting.

The tone of voice: 

It’s provocative and even a bit controversial. It’s not afraid to speak out against the establishment and question the status quo. The tone is bold, confident, and sometimes even confrontational, with a “take it or leave it” attitude.

Colours: 

Think dark and bold hues. Black, red, and deep purple are some common colour choices. Introduce metallics to your palette as well!

Brand Examples: 

Harley-Davidson, Virgin Atlantic, Red Bull, BrewDog, Superdry

The Innocent archetype embodies optimism, purity, simplicity, and sincerity. Brands that represent The Innocent archetype are often perceived as trustworthy, genuine, and kind-hearted. They inspire a sense of joy, wonder, and nostalgia in their customers.

Personality traits:

Optimistic, cheerful, idealistic, naive, playful, carefree.

The tone of voice:

Positive, uplifting, heart-warming, authentic and sincere.

Colours:

Think pastels – baby blue, soft pink, mint green – or you can go with bright colours and white!

Brand Examples: 

Coca-Cola, Disney, Dove, Innocent Drinks, Cadbury

This archetype is all about harnessing the power of transformation, creating a brand that inspires awe, intrigue, and a sense of wonder. Brands that embody The Magician archetype are often perceived as innovative, visionary, and captivating.

Personality traits:

Intelligent, creative, mysterious, influential, transformative.

The tone of voice:

The tone of voice for The Magician archetype is typically mysterious, intriguing, and charismatic. It conveys a sense of mastery, wisdom, and enchantment. The language is often poetic, evocative, and thought-provoking as if casting a spell on the audience. It’s about creating an air of mystique and allure that captivates the imagination.

Colours:

Think dark purples, royal blues, rich reds, and mystical greens. These colours evoke a sense of mystery, transformation, and power, creating an aura of enchantment and allure.

Brand Examples:

Disney, Google, Tesla, Apple, Lush

This archetype is all about courage, determination, and triumph over adversity. It’s the brand that inspires action, empowers its customers, and embarks on a journey to overcome challenges.

Personality traits:

Assertive, courageous, confident, ambitious, inspiring

The tone of voice:

The tone of voice for The Hero archetype is typically bold, confident, and inspiring. The language used is often action-oriented, motivational, and empowering. It’s about encouraging your audience to take action and achieve greatness.

Colours:

Think reds, oranges, and yellows. These colours evoke a sense of power, bravery, and confidence, creating an aura of action and strength.

Brand Examples:

Nike, BMW, Duracell, David Lloyd Leisure, Virgin Atlantic

This archetype is all about passion, desire, and connection. It’s the brand that ignites emotions, evokes sensuality, and creates deep relationships with its customers.

Personality traits:

Passionate, romantic, sensual, alluring, seductive.

The tone of voice:

The tone of voice for The Lover archetype is typically sensual, emotive, and evocative. It conveys a sense of intimacy, desire, and emotional connection. The language used is often poetic, alluring, and captivating. It’s about appealing to the senses and creating an emotional bond with your audience.

Colours:

Think reds, pinks, and purples. These colours evoke a sense of intimacy, desire, and romance, creating an aura of sensuality and passion.

Brand Examples:

Victoria’s Secret, Chanel, Haagen Dazs, Jo Malone, Godiva

This archetype is all about humour, wit, and spontaneity. The brand brings joy, laughter, and entertainment to its customers.

Personality traits:

Funny, playful, light-hearted, entertaining, irreverent

The tone of voice:

The tone of voice for The Jester conveys a sense of playfulness, light-heartedness, and fun. The language is often full of jokes, puns, and witty remarks. It’s about creating a joyful and entertaining experience for your audience.

Colours:

Think bright primary colours – yellows, oranges, and greens – and even black works well for The Jester. These colours evoke a sense of energy, joy, and playfulness, creating a vibrant and dynamic aura.

Brand Examples: 

Old Spice, Ben & Jerry’s, M&Ms, Marmite, Innocent Drinks, Moonpig

This archetype is all about being down-to-earth and approachable. It’s the brand that represents the everyday person, understands their needs, and provides solutions that are relatable and accessible.

Personality traits:

Relatable, down-to-earth, approachable, trustworthy, dependable

The tone of voice:

The tone of voice for The Everyman conveys a sense of approachability, authenticity, and empathy. The language used is conversational, relatable, and free from jargon. It’s about creating a sense of connection and understanding with your audience as if you’re speaking to them as friends.

Colours:

Think neutrals, earth tones and muted tones. These colours evoke a sense of familiarity, simplicity, and reliability, creating a sense of comfort and approachability.

Brand Examples: 

IKEA, eBay, Tesco, Marks & Spencer

It’s the brand that takes care of others, shows empathy, and promotes well-being. They show genuine concern for the well-being of their customers, provide solutions that address their needs, and create a sense of emotional connection and trust.

Personality traits:

Nurturing, compassionate, caring, supportive, helpful.

The tone of voice:

The tone of voice for The Caregiver archetype is typically warm, compassionate, and empathetic. It conveys a sense of caring, nurturing, and understanding. The language used is gentle, kind, and comforting. It’s about creating a sense of trust and comfort as if you’re providing care and support to your audience.

Colours:

Think pastel tones, light blues, pinks, and greens. These colours evoke a sense of comfort, compassion, and tranquillity, creating a soothing and caring atmosphere.

Brand Examples:

Boots, NHS, Johnson & Johnson, UNICEF, Dove

The Ruler archetype embodies leadership, authority, control, and confidence traits. Brands that represent The Ruler archetype are often perceived as powerful, influential, and commanding. They set the standards, establish rules, and exude a sense of control and direction. They inspire confidence and trust in leading and guiding their audience towards success.

Personality traits:

Powerful, authoritative, sophisticated, dignified, elegant.

The tone of voice:

The tone of voice for The Ruler archetype is typically authoritative, confident, and commanding. It conveys a sense of power, control, and assertiveness. The language used is firm, decisive, and influential. It’s about establishing yourself as a leader in your industry and inspiring confidence and trust in your audience.

Colours:

Think deep purples, rich blues, silver, black and metallic golds. These colours evoke a sense of power, authority, and luxury, creating an impression of sophistication and exclusivity.

Brand Examples:

Rolex, Mercedes-Benz, The Ritz, Bentley, Microsoft

This archetype is all about innovation, creativity, and inspiration. It’s the brand that brings new ideas to life, pushes boundaries, and fosters self-expression. Brands that embody The Creator archetype are often perceived as cutting-edge, artistic, and unique.

Personality traits:

Intelligent, creative, innovative, original, imaginative

The tone of voice:

The tone of voice for The Creator archetype is typically imaginative, visionary, and inspiring. The language used is expressive, artistic, and thought-provoking. It’s about inspiring your audience to think differently and embrace their creativity.

Colours:

Think of bright and unconventional colours that capture attention and evoke a sense of artistic flair. These colours convey a sense of creativity, originality, and inspiration. White is also a great primary brand colour, with a bright secondary palette to help tell your story!

Brand Examples: 

Apple, Adobe, Lego, Dyson, Nike

Brands that embody The Sage archetype are often perceived as trusted sources of knowledge, offering valuable insights and guidance. They are known for their depth of expertise and their ability to provide reliable information. They inspire confidence and are seen as authoritative figures in their industry.

Personality traits:

Wise, knowledgeable, intelligent, insightful, experienced

The tone of voice:

The tone of voice for The Sage archetype is typically wise, knowledgeable, and authoritative. It conveys a sense of expertise, insight, and reliability. The language used is informative, precise, and educational. It’s about sharing knowledge, providing guidance, and offering valuable insights to your audience.

Colours:

Think muted and earthy tones – blues, green, white – that convey a sense of wisdom, maturity, and reliability. These colours represent a sense of stability, trustworthiness, and expertise.

Brand Examples:

Google, The BBC, The Guardian, National Geographic, Harvard

The Explorer archetype embodies curiosity, adventure, independence, and discovery. Brands that represent The Explorer archetype are often perceived as trailblazers, pushing boundaries and inspiring others to explore the world around them. They are known for their adventurous spirit, enthusiasm for discovery and passion for new experiences. They inspire a sense of wanderlust and ignite the spirit of adventure in their audience.

Personality traits:

Adventurous, curious, independent, free-spirited, optimistic

The tone of voice:

The tone of voice for The Explorer archetype is typically adventurous, daring, and inspirational. It conveys a sense of excitement, curiosity, and freedom. The language used is exploratory, enthusiastic, and motivating. It’s about encouraging your audience to step outside their comfort zones, seek new experiences and embark on their adventures.

Colours:

Think greens, blues, yellow and earthy tones, vibrant hues, and wilderness-inspired colours that evoke the spirit of adventure and discovery. These colours convey a sense of freedom, excitement, and exploration.

Brand Examples:

Patagonia, Jeep, The North Face, Airbnb, National Geographic

To determine which brand archetype you are, you need to consider your brand’s values, personality, and target audience. For example, if your brand is all about being playful and carefree, you might be the Innocent archetype. You might be the Hero archetype if your brand is about being strong and courageous.

It is also important to note that a brand can embody multiple archetypes. For example, Nike could be seen as a Hero and a Creator. Nike is a solid and aspirational brand that inspires people to be their best selves. But it is also a brand constantly innovating and creating new products and experiences.

And remember, the brand archetype is NOT the target audience. The target audience is the group of people the brand is trying to reach; it’s how the brand wants to be perceived by its target audience.

Let’s use Nike as an example again. They might target young, athletic people. However, the brand archetype is not “young athletic people.” The perfect brand archetype would be The Hero, as Nike wants to be seen as a brand that inspires people and helps them achieve their goals.

Once you’ve chosen a brand archetype, you can use it to guide your marketing and branding efforts. Here are a few tips:

• Use the archetype’s values and characteristics in your marketing materials. 
• Create a brand personality that reflects the archetype. This means developing a voice and tone consistent with the archetype’s values and characteristics.
• Choose a brand story that is relevant to the archetype. The story should be something your target audience can relate to, which will resonate with them emotionally.
• Use visual imagery that reinforces the archetype. This could include photos, videos, or other graphic elements representing the archetype’s values and characteristics.

We’ve developed a short brand questionnaire to help you discover your archetype. If you’d like a copy, then drop us an email.

Or, if you’d like help running a brand strategy session, we’d love to talk more!