BRAND

ARCHETYPES
101
A CREATIVE AND EDUCATIONAL
GUIDE TO UNLOCKING YOUR
BRAND'S POTENTIAL

BY CHRIS BURNS
#MARKETINGINSPIRATION
 WHAT IS AN
ACRHETYPE?
Brand archetypes are a powerful tool for marketers to
create a brand personality that resonates with their target
audience. These archetypes are universal characters or
personas that people naturally recognize and identify with.
By understanding these archetypes and choosing one that
aligns with your brand's values and personality, you can
create a more compelling and effective brand identity.
Fun Fact: 95% of us make decisions about brands
subconsciously, not rationally

CHRIS BURNS
 DID YOU KNOW
THERE ARE 12
BRAND
ARCHETYPES?
Each with their own unique characteristics and traits.
Do you know which archetype your brand is?
95% of us make decisions about brands subconsciously,
not rationally

CHRIS BURNS
#MARKETINGINSPIRATION
01

The Innocent
the Innocent archetype is often associated
with brands that embody simplicity, purity,
and optimism. Think of brands like Coca-Cola
or Disney, which promote a nostalgic,
wholesome, and family-friendly image.
#MARKETINGINSPIRATION
02

The Explorer
The Explorer archetype is often used by travel and
adventure brands that encourage people to break
out of their comfort zones and explore new
horizons. Brands like National Geographic or REI
promote a sense of wonder, curiosity, and
discovery that resonates with people who crave
adventure and new experiences.
#MARKETINGINSPIRATION
03

The Sage
The Sage represents wisdom, knowledge, and
introspection. These brands are often associated
with thought leadership, expertise, and
innovation. They strive to educate and inform
their customers, and often position themselves as
trusted advisors or mentors. Examples include
TED Talks, Harvard Business Review, and National
Geographic.
#MARKETINGINSPIRATION
04

The Hero
The Hero represents courage, determination, and
resilience. Brands that embody the Hero archetype
are often associated with achievement, success, and
overcoming obstacles. They inspire and motivate
their customers, and often position themselves as a
solution to a problem or challenge. Examples
include Nike, FedEx, and Apple (with its iconic "Think
Different" campaign).
#MARKETINGINSPIRATION
05

The Outlaw
the Outlaw archetype is associated with brands that
challenge the status quo, break the rules, and
celebrate individualism. Harley-Davidson is a classic
example of a brand that embodies the Outlaw
archetype, with its rebellious and counter-cultural
image.
 06
#MARKETINGINSPIRATION

The Magician
The Magician represents transformation,
imagination, and vision. Brands that embody the
Magician archetype are often associated with
innovation, creativity, and originality. They strive
to make the impossible possible and create a
sense of wonder and enchantment for their
customers. Examples include Apple, Disney, and
Tesla.
#MARKETINGINSPIRATION
07

The Regular Guy/Girl

The Regular Guy/Girl represents down-to-earth,
approachable, and relatable qualities. Brands that
embody this archetype often position themselves
as the "everyday" solution to a customer's
problem or need. They seek to build trust and
loyalty by projecting a sense of authenticity and
sincerity. Examples include Coca-Cola, McDonald's,
and Walmart.
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#MARKETINGINSPIRATION

The Lover
The Lover archetype is associated with brands that
celebrate passion, sensuality, and intimacy. Think of
brands like Victoria's Secret or Godiva, which use a
seductive and romantic image to appeal to customers'
desires and emotions.
#MARKETINGINSPIRATION
09

The Jester
The Jester represents humor, irreverence, and
playfulness. Brands that embody the Jester
archetype often use humor and wit to engage their
customers and create a sense of fun and
lightheartedness. They seek to entertain and delight
their customers, often using irony or satire to
subvert expectations. Examples include Old Spice,
Skittles, and Geico.
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#MARKETINGINSPIRATION

The Caregiver
The Caregiver represents compassion, nurturing, and
empathy. Brands that embody the Caregiver
archetype often position themselves as a source of
comfort and support for their customers. They seek to
create a sense of community and belonging by
providing products or services that enhance their
customers' well-being. Examples include Johnson &
Johnson, TOMS, and St. Jude Children's Research
Hospital.
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11

The Creator
The Creator represents imagination, innovation, and
self-expression. Brands that embody the Creator
archetype often position themselves as artistic or
visionary, with a focus on originality, individuality,
and creativity. They seek to inspire and motivate
their customers, often using bold or unconventional
designs and aesthetics. Examples include Lego,
Apple, and Adobe.
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#MARKETINGINSPIRATION

The Ruler
The Ruler represents power, authority, and control.
Brands that embody the Ruler archetype often
position themselves as leaders in their industry, with
a focus on quality, prestige, and exclusivity. They seek
to create a sense of luxury and sophistication for their
customers, often using symbolism and imagery
associated with royalty or nobility. Examples include
Rolls Royce, Rolex, and American Express.
#MARKETINGINSPIRATION

So Now What?
Start by identifying the archetype that best aligns
with your brand's values, personality, and target
audience. Use this archetype to guide your brand
messaging, visual identity, and overall marketing
strategy. For example, if your brand is all about
adventure and exploration, you might use the
Explorer archetype to create a sense of
excitement and curiosity in your marketing.
#MARKETINGINSPIRATION

Final Thoughts
By using brand archetypes in your
marketing, you can create a more cohesive
and compelling brand identity that resonates
with your target audience and sets you apart
from the competition.
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