When it comes to choosing your brand archetype, it's important to consider your company's values, goals, and target audience. You want to choose an archetype that not only embodies your brand but also resonates with your audience. Once you have chosen your archetype, focus on aligning your messaging, branding, and marketing efforts with the characteristics of your chosen archetype to create a cohesive and compelling brand identity.
Here are the details of the 12 archetypes to consider.
ARCHETYPES ROOTED IN MIND & SOUL
The Innocent
Simple, pure, optimistic, and honest
Represents simplicity, purity, trust and optimism. They value honesty and transparency, and their messaging is often direct and straightforward. Their goal is to experience paradise.
EXAMPLE BRANDS: Coca-Cola, Dove, Aveeno, The Honest Company
BRAND VOICE: Honest, Optimistic, Simplified
The Explorer
Adventurous, independent, and seeks new experiences
Represents adventure and independence. They value new experiences and discovery, and their messaging is often focused on pushing boundaries and exploring the unknown.
EXAMPLE BRANDS: The North Face, Jeep
BRAND VOICE: Guiding, Fearless, Daring
The Sage
Wise, knowledgeable, and analytical.
Represents wisdom and knowledge. They value analysis and critical thinking, and their messaging is often thoughtful and insightful.
EXAMPLE BRANDS: Google, The Economist, BBC
BRAND VOICE: Knowledgeable, trustworthy, assured
ARCHETYPES ROOTED IN LEGACY
The Hero
Courageous, determined, and inspiring
Represents courage and determination. They value strength and perseverance, and their messaging is often focused on overcoming challenges and achieving success. They never quit.
EXAMPLE BRANDS: Nike, FedEx, Adidas, Gatorade
BRAND VOICE: Honest, Brave, Grit
The Rebel
Bad-ass, unconventional, and challenges authority
Represents rebellion and nonconformity. They value freedom and individuality, and their messaging is often provocative and challenging.
EXAMPLE BRANDS: Harley Davidson, Vice, Vans, Virgin
BRAND VOICE: Rebellious, Risk-taking, Disruptive
The Magician
Visionary, transformative, and spiritual
Represents transformation and spirituality. They value vision and imagination, and their messaging is often focused on the power of the mind and the ability to create change.
EXAMPLE BRANDS: Disney, Dyson, Tesla
BRAND VOICE: Mystical, Informed, Encouraging
ARCHETYPES ROOTED IN CONNECTION
The Everyperson
Genuine, honest, and trustworthy
Represents genuineness and authenticity. They value honesty and simplicity, and their messaging is often relatable and down-to-earth.
EXAMPLE BRANDS: Ikea, Target, McDonalds
BRAND VOICE: Authentic, Friendly, Simple
The Lover
Passionate, romantic, and sensual
Represents passion and sensuality. They value emotional connection and intimacy, and their messaging is often romantic and seductive.
EXAMPLE BRANDS: Victoria’s Secret, Chanel, Baileys
BRAND VOICE: Sensual, Intimate, Soothing
The Jester
Playful, humorous, and irreverent
Represents playfulness and humor. They value fun and lightheartedness, and their messaging is often entertaining and irreverent.
EXAMPLE BRANDS: Dollar Shave Club, Skittles, Old Spice
BRAND VOICE: Playful, Fun, Happy
ARCHETYPES ROOTED IN STRUCTURE
The Creator
Imaginative, innovative, and artistic
Represents imagination and innovation. They value creativity and self-expression, and their messaging is often focused on the power of ideas and the ability to bring them to life.
EXAMPLE BRANDS: Apple, Lego, Adobe
BRAND VOICE: Inspirational, authentic, provocative
The Ruler
Powerful, influential, and confident
Represents power and authority. They value control and influence, and their messaging is often focused on leadership and dominance.
EXAMPLE BRANDS: Rolex, Mercedes Benz, American Express
BRAND VOICE: Commanding, Articulate, Respected
The Caregiver
Compassionate, nurturing, and helpful
Represents compassion and support. They value empathy and nurturing, and their messaging is often focused on helping others and making a difference.
EXAMPLE BRANDS: UNICEF, Johnson & Johnson, Habitat for Humanity, Toms
BRAND VOICE: Caring, Reassuring, Positive
Fill in the blanks:
My audience feels/wants: Often brands will focus too much on who they are vs. what their customer wants. Here we want you to keep your brand in mind, but really think about your customer. What do they feel or want?
Which archetypes represent the desire you want to evoke + how I will deliver that to them: Look through the archetypes and find one that stands out. Can’t pick just one? You can select up to three but only if needed!
Prioritize your archetypes: If you have chosen more than one, you will need to prioritize. It’s impossible to communicate all in one - that’s what you might refer to as a “multiple personality” and as you can imagine, it would be confusing when the message hits the customer. We recommend 80/20 or 70/20/10 splits.
Create your brand personality: Based on what you have chosen begin to create a personality. In some cases, if you have chosen just one, the archetype can be your personality. If you are combining, you’ll want to modify your description to encompass all. Below are some examples.