THE 12 BRAND

ARCHETYPES. RULER
CREATOR
LOVER

CARDS AND
MAGICIAN EXPLORER

GUIDE CAREGIVER
JESTER

SAGE REBEL

GINGERSAUCE INNOCENT HERO

EDITION.
EVERYMAN

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 INT
A brand archetype is essentially a character of your brand, an alive
representation, that is created taking into consideration all the nuances of
the target audience and the brand’s concept. The formula is simple, if a

ROD
brand is relatable to its target audience, it’s loved by it. The brand
archetype is the person you’re addressing.

UCT
What happens after I find out my brand’s archetype?
You can use it. You will now know how people will see, and comprehend
your brand. You will know what the brand would sound, look, and behave in
certain situations. You will understand its values and views on life.

ION Now, you can take this understanding and use it to build your brand
personality, and further use it in all communication mediums: from social
media posts to video ads; from the website content to choosing your
brand’s opinion leaders.

If you are addressing, talking to the archetypes, you can speak to your
target audience on an emotional level, instinctual even.

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 REA
Before jumping into the 12 Jungian archetypes wheel, make sure the client
has an understanding of what the brand is and can answer the following
questions:

SON What is the mission of my brand?

What brand do we take as an example?

ING
What is the enemy of my brand?
How do we want to address our users, what tone of voice to use?
How do we want people to feel after experiencing our brand?
What adjectives describe my brand best?

If not, check the CREATIVE BRIEF and BRANDING WORKBOOK, these

documents include detailed steps on how to guide the client through the
branding process and help them to create a brand.

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 THE 12 BRAND ARCHETYPES.
THE MAGICIAN

It is a smart and intelligent archetype,

aiming to make all the wishes come true.
The Magician brands oftentimes convert
their groundbreaking knowledge into
innovative technology.

Audiences of this type need to be provided

with a solution to their problem, or to be in
on the secret information.

Think of Nikola Tesla, Disney or Apple.

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4
 THE 12 BRAND ARCHETYPES.

THE CREATOR

The Creator are nonconformists, driven

by a desire for the self-expression.
They have their own vision, and try to
create something truly unique. With
their project, they aim at uncovering
the true potential and creativity of their
audience.

Think of Pharrell Williams, Adobe or

Lego.

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 THE 12 BRAND ARCHETYPES.

THE RULER

The Ruler controls everything. They are

too responsible, and have too many
tasks on their plate. Goods catered to
this archetype help balance the
pressure, take off some of the tasks,
while confirming the status and power
of the client.

Think of Angela Merkel, Microsoft or

Mercedes-Benz.

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 THE 12 BRAND ARCHETYPES.

THE LOVER

The Lover brands help their clients to

feel special and loved. If the brand
puts the pleasure of a client as top
priority, the customer will remain
forever in love with the company.

Think of Antonio Banderas, Victoria's

Secret, or Chanel.

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 THE 12 BRAND ARCHETYPES.

THE CAREGIVER

The Caregiver is an altruist, driven by

the generosity and desire to help
others. The brands of this archetype do
not just serve, they analyze and take
note of their client's needs and wishes.

Think of Princess Diana, Johnson’s

Baby, or Campbell’s Soup.

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 THE 12 BRAND ARCHETYPES.

THE JESTER

Jesters are the brands that laugh in every

situation – they are playful and love to
break the rules. They entertain their
audince, make fun of seriousness, and offer
positive experiences to live through.

Think of Jim Carrey, Fanta, or M&M.

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 THE 12 BRAND ARCHETYPES.

THE SAGE

The Sage want to get at the truth by learning

how the world is built. They analyze,
structurize and then share everything they
have found with their audience. They want
people to understand the world better.

Think of Oprah Winfrey, NASA, or Discovery

Channel.

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 THE 12 BRAND ARCHETYPES.

THE EXPLORER

The feeling of the life pulse, new experiences,

travel are of the top priority for the Explorer.
The fact of the journey means nothing to
them, they love the process itself. The
brands of this archetype aspire to ditch the
norms and indulge in a new adventure.

Think of Elon Musk,

Red Bull, or The North Face.

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 THE 12 BRAND ARCHETYPES.

THE REBEL

The Rebels believe that there is only one

way to change the usual pace of things:
through revolutions. Their meaning of life
is to destroy something old to give way for
something new.

Think of Vivienne Westwood, Harley

Davidson, or Diesel.

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 THE 12 BRAND ARCHETYPES.

THE HERO

The Hero leads the way. They are

impressive in their courage, and always
do as they deem right. The Hero is
always up for a challenge, and likes to
challenge others as well. They fight
villains, and aspire to make the world a
better place.

Think of Martin Luther King, Nike, or

Duracell.

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 THE 12 BRAND ARCHETYPES.

THE EVERYMAN

The Everyman hates elitism and

poshness. They are simple, wholesome
and thinks that everyone in the world is
born different. With their cheerful mood,
and openness they are a friend, a
companion, the guy next door.

Think of Jennifer Aniston, Facebook, or

GAP.

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 THE 12 BRAND ARCHETYPES.

THE INNOCENT

The Innocent lives in the utopian world,

where they need to be a part of it. They
try their best to only do right things, so
that they don't stand out. Can be easy to
start following trends, if there is a
chance to improve the world in any way.

Think of Michel Gondry, Coca Cola, or

Dove soap.

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 HOW TO DEFINE THE
BRAND ARCHETYPES?
1. Below you can find all adjectives picked to describe each of the
12 archetypes. All words are combined into 7 groups for you to
easily navigate between them and choose the suitable ones.

Send these words to the client and ask to highlight 5-6 adjectives
that match their brand the best: it shouldn’t be 1 per group, a
client can choose a few.

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 ADJECTIVES TO CHOOSE

1. Relationship: Advisor, Person next door, Guru, Mentor, Connects with others.
2. Mood: Mysterious, Playful, Down to earth, Thoughtful, Inspirational.
3. Attitude towards life: Optimistic, Creative, Paving the way for change, Rebellious,
Ambitious, Faithful, Slightly provocative, Mischievous, Adventurous, Free-spirited.
4. Way of thinking: Analytical, Perfectionist, Visionary, Сharismatic, Restless,
Idealistic, Strives to be good, Individualistic, Counter-cultural.
5. Personality traits: Compassionate, Generous, Fun, Bold, Sensual, Passionate,
Imaginative, Light-hearted, Warm, Irreverent.
6. Status: Independent, Higher class, Refined, Trustworthy, Honorable, Folksy,
Authentic.
7. Spirit: Strong, Courageous, Wild, Young, Pure, Articulate, Confident, Simple,
Committed, Loyal, Knowledgeable, Enthusiastic.
8. Connection: Caring, Maternal, Romantic, Supportive, Nurturing, Commanding.

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 2. After the client made a choice, trace the adjectives back to the
archetypes. Highlight needed adjectives here to see how many from
each archetype were chosen. In the Score field write down the
amount of adjectives that were chosen for each archetype.

The Magician
Brand voice: Mysterious, Imaginative, Visionary, Сharismatic.
Score:

The Creator
Brand voice: Creative, Slightly provocative, Enthusiastic, Authentic, Perfectionist.
Score:

The Ruler
Brand voice: Refined, Commanding, Articulate, Higher class.
Score:

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 The Lover
Brand voice: Passionate, Sensual, Romantic, Committed, Idealistic.
Score:

The Caregiver
Brand voice: Caring, Maternal, Nurturing, Generous, Compassionate, Warm.
Score:

The Jester
Brand voice: Fun, Light-hearted, Mischievous, Irreverent, Playful, Optimistic.
Score:

The Sage
Brand voice: Knowledgeable, Trustworthy, Thoughtful, Analytical, Mentor, Guru, Advisor.
Score:

The Explorer
Brand voice: Restless, Adventurous, Ambitious, Individualistic, Independent, Pioneering.
Score:

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 The Rebel
Brand voice: Rebellious, Wild, Paving the way for change, Free-spirited, Counter-cultural.
Score:

The Hero
Brand voice: Courageous, Bold, Honorable, Strong, Confident, Inspirational.
Score:

The Everyman
Brand voice: Down to earth, Supportive, Faithful, Folksy, Person next door, Connects with others.
Score:

The Innocent
Brand voice: Strives to be good, Pure, Young, Simple, Loyal.
Score:

Archetype with the highest score is the winner. If the score number is the same for two
archetypes, it means that the brand has a mix of two. If there are more, it means the client
doesn’t have a clear understanding of what the brand is from an emotional point of view
(in this case, go over the Branding Workbook with your client to outline the brand better).

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20
 STAY TRUE TO YOUR ARCHETYPE, WITH
GINGERSAUCE.

Soon enough, we’ll add a feature to Gingersauce.co that will help you to
automatically choose the right archetype for your clients – cool, right?

Meanwhile, you can already use the Gingersauce brand book builder to
store the identity elements of your client, guide them through the process,
and even present you visual prototypes in a professional way.

We have a lot more interesting info! Make sure to check our additional
resources on this topic:
1) The full description of ‘What are the 12 brand archetypes: Which one is
your brand?’ Can be found in our guide with examples.
2) Defined archetype? Check the article ‘How to Use Brand Archetypes
Cheat Sheet: 12 Examples of Archetypal Branding’.

Made with love,

Yours Gingersauce.

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