Brand Archetypes

ORER OUTLA
EXPL W
MA
G
GE

IC
SA

DOM REVOLU
FREE TION

IAN
G
NDIN PO
TA

W
RS

L
LEG EA

ER
E Y
NT

DE

OR ALIT
UN

HERO
INNOCE

U VE CY
SPIREXPL

MAS
IT
Y
PURIT

BRAND TERY
ARCHETYPES
I N N O VA

Y
CREAT

IM AC
N
P R UC
STR

EC S U E

R
TIO
TIO N

I
LO V E
INT
OV

TU D E PU N
R

RE
OR

N
CO
ER
CO

TR
HT

UG
N

OL
LA
SER ING
VICE B E LO N G
RU

ER
R
TE

JES
L

CAR
EGIVE AN
R EVERY M
 OUTLAW
Don’t try to control
me and we won’t
have a problem

REVOLUTION
DESIRES FEARS AUDIENCE

LIBERATION SERVITUDE NON CONFORMISTS

CHANGE CONFORMITY RULE BREAKERS

INDEPENDENCE COMPLACENCY REBELLIOUS

RETRIBUTION ACCEPTANCE EDGE OF SOCIETY

OUTLAW BRANDS

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Magician
There’s more to
most than the
eyes can see

POWER
DESIRES FEARS AUDIENCE

TRANSFORMATION DOUBT INDIVIDUALS

KNOWLEDGE UNCERTAINTY TRANSFORMATIVE

VISION PREDICTABILITY ADOPTERS

UNKNOWN ROUTINE BELIEVERS

MAGICIAN BRANDS

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 HERO
I strive to be the
best for myself and
the greater good

MASTERY
DESIRES FEARS AUDIENCE

MASTERY COWARDICE DETERMINED

STRENGTH FAILURE COMPETITIVE

COURAGE INEPTITUDE STRONG-WILLED

WINNING LOSING RESOLUTE

HERO BRANDS

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Lover
Don’t break my
heart, I only have
one to give

INTIMACY
DESIRES FEARS AUDIENCE

CLOSENESS REJECTION SENSITIVE

AFFECTION LONELINESS SENSUAL

LOVE ISOLATION EMPATHETIC

INDULGENCE CONTEMPT EXCITABLE

LOVER BRANDS

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 Jester
When I’m not
having fun I’m
mostly laughing

LAUGHTER
DESIRES FEARS AUDIENCE

FUN GLOOM FUN-LOVING

HAPPINESS BOREDOM LIGHT-HEARTED

ENJOYMENT SADNESS PLAYFUL

POSITIVITY LONELINESS SARCASTIC

JESTER BRANDS

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 Everyman
I’m the same as
you and you’re
the same as me

BELONGING
DESIRES FEARS AUDIENCE

CONNECTION EXCLUSION WELCOMING

EQUALITY ISOLATION EMPATHETIC

INCLUSION INEQUALITY INCLUSIVE

TOGETHERNESS HOSTILITY HELPFUL

EVERYMAN BRANDS

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 Caregiver
It’s not about how
much you give, it’s
about how you give

LAUGHTER
DESIRES FEARS AUDIENCE

SUPPORT ANGUISH VULNERABLE

KINDNESS NEGLECT INSECURE

CONTRIBUTION CRUELTY EXPOSED

SELFLESSNESS VIOLENCE AT RISK

CAREGIVER BRANDS

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 RULER
It’s not about how
much you give, it’s
about how you give

CONTROL
DESIRES FEARS AUDIENCE

POWER WEAKNESS HIGH ACHIEVERS

PROSPERITY FAILURE SUCCESSFUL

STATUS POVERTY AUTHORITATIVE

ABUNDANCE SCARCITY AMBITIOUS

RULER BRANDS

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 Creator
If it can be
imagined, it
can be created

INNOVATION
DESIRES FEARS AUDIENCE

ORIGINALITY DUPLICATION CREATIVE

VISION IMITATION INNOVATIVE

IMAGINATION FAMILIARITY RESOURCEFUL

INVENTION INDIFFERENCE PROUD

CREATOR BRANDS

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 Innocent
Nothing is more
wholesome than
nature itself

SAFETY
DESIRES FEARS AUDIENCE

SIMPLICITY IMPURITY WHOLESOME

HONESTY SINFULNESS NATURAL

WELL-BEING CONTAMINATION RESPONSIBLE

SAFETY POLLUTION AWARE

INNOCENT BRANDS

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 SAGE
Knowledge itself
isn’t power, how
you use it is

UNDERSTANDING
DESIRES FEARS AUDIENCE

WISDOM IGNORANCE ANALYTICAL

ANSWERS INACCURACY ACCURATE

EXPERTISE LIES INTELLIGENT

INFLUENCE MADNESS ASTUTE

SAGE BRANDS

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 EXPLORER
The unexplored
and the unknown
is where I’m home

FREEDOM
DESIRES FEARS AUDIENCE

ADVENTURE CONFINEMENT OUTDOORS

EXPLORATION IMMOBILITY THRILL SEEKERS

DISCOVERY CAUTIOUSNESS NATURE LOVERS

LIBERATION INCARCERATION ACTIVE

EXPLORER BRANDS

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DESIRES FEARS AUDIENCE

LEARN
BRAND STRATEGY

SEE INSIDE

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