Have you noticed that some brands just seem to “click” with you? Chances are those are the companies who understand the nuances of customer communication and have honed in on how to make a lasting impression. The secret is brand archetypes—and it’s something you can use in your own business, too.

Brand archetypes offer an archetypal personality to help you identify and communicate with customers. They represent patterns that resonate with people. In other words, they’re a shortcut for understanding customers better, creating strong relationships, and inspiring trust in your products or services.

From the Hero and the Rebel to the Caregiver and the Everyman, there are twelve universally-recognized archetypes that have been used by some of the world’s most successful brands—and I’m here to show you how they work their magic. So come along as we explore the twelve brand archetypes—and how they’re finding success in creative marketing strategies today!

Overview of Brand Archetypes

Ever heard of the Hero, the Creator, or the Regular Guy? These are all types of Brand Archetypes— archetypes being characters or symbol that best represent an organization’s purpose and identity. Identifying a brand archetype will help you create an emotional connection with your target audience by conveying your personality in an easily recognizable way.

The 12 Brand Archetypes are as follows:

• The Hero: A brand that offers bold & brave products and services (i.e Nike).
• The Outlaw: A daring & revolutionary brand that breaks rules and pushes boundaries (i.e Harley-Davidson).
• The Explorer: An adventurous brand providing unexpected experiences (i.e Jeep).
• The Creator: An imaginative & creative organization that drives innovation (i.e Apple).
• The Ruler: A powerful brand in control of its environment (i.e Microsoft).
• The Magician: A spiritual & mysterious brand that creates transformation (i.e Starbucks).
• The Lover: A passionate & caring company focused on relationships (i.e Tiffany’s).
• The Caregiver: An empathetic organization dedicated to helping others thrive (i.e Johnson & Johnson).
• The Jester: An entertaining & humorous organization that brings lighthearted joy to its audience (i.e Snickers).
• The Everyman/Everywoman: An ordinary & relatable company connecting with everyday people (i.e Target).
• The Innocent :An optimistic, trusting brand offering a sense of hope to its customers ( i.e Disney ).
• The Sage :A wise and knowledgeable company focused on research and information sharing

1. The Caregiver Brand

The Caregiver Brand puts others first before their own needs. They are protective, nurturing, and compassionate, always looking out for their customers’ best interests. These brands make people feel safe and cared for, offering comfort in times of trouble or distress.

Famous Caregiver Brands include Johnson & Johnson, Dove Soap, and Band-Aid. These companies focus on caring for people through their products: Dove tries to inspire real beauty; J&J’s mission is to enrich lives around the world; and Band-Aid covers wounds with its line of medical products.

Inclusion and diversity are at the core of these brands’ messaging. They create emotionally charged ads designed to legitimize the customer’s feelings and ultimately make them feel connected. Thus, these brands also aim to build trust with their audiences by depicting real-life scenarios that resonate with people on an emotional level. Ultimately, Caregiver Brand messages provide solace in uncertain times – a message that resonates right now more than ever before.

2. The Creator/Innovator Brand

The Creator brand is probably the most well-known archetypes out of the 12. This is because they are so versatile and inspiring. It’s no surprise that some of the world’s leading brands fall into this category, like Apple and Lego.

These brands are all about empowering their customers to be creative with their products and services, whether it’s creating a masterpiece using an iPad or constructing an entire Lego city. They bring a sense of joy and possibility to their customers, which makes them so successful.

The Creator brand approach to marketing is all about innovation. They have a tendency to introduce new products often and strive to stay ahead of the competition in terms of technology and features. They also focus on making sure their messages reach their audience in exciting ways, often through cutting-edge visuals or video content that tells a story about their values as opposed to just selling a product or service.

3. The Hero Brand

The Hero Brand is all about being courageous, bold, and inspired. The power of these brands lies in their ability to solve the toughest problems and inspire those around them.

Think about the brands that come to mind for this archetype: Nike, Apple, and Harley-Davidson. These big names use their powerful branding to create a sense of identity and strength. It’s not just about the product or service—it’s about the courage it takes to be a hero.

When it comes to marketing, The Hero Brand focuses on tapping into people’s aspiration of becoming something greater than themselves. They use inspiring stories, powerful visuals, and aspirational messages to get the attention of their target audience.

Willpower and passion are two key traits that drive The Hero Brands’ communication style. They focus on harnessing the power of individuals while using positive language and empowering messages. These brands also tend to reclaim traditional values while emphasizing action-oriented words like “try”, “challenge” and “push” – reminding people that change is possible if they put in effort.

It all comes down to creating an emotional connection with their customers by showing them how they can be heroic – and inspiring them to take action.

4. The Innocent Brand

The Innocent archetype is all about nostalgia and optimism—the brands that embody it make people feel like they’re going back in time, and emphasize the good in the world. These brands maintain a child-like enthusiasm, reminding us that life can be whimsical and carefree.

Brands like Crate & Barrel, Applebee’s, Disney, Lululemon and Starbucks are good examples of the Innocent archetype. They invoke a simple, cozy lifestyle with their imagery and messaging, so it’s no surprise people are drawn to them.

When you’re marketing for the Innocent brand archetype your main goal should be to get customers to remember the “good ol’ days”. Try using nostalgia-driven visuals or stories in your campaigns—people will relate to them quickly and become emotionally invested in the product or service you’re offering. And most importantly, never forget the message of optimism—that life is full of happy moments worth celebrating!

5. The Jester Brand

When you think of the Jester brand, one word comes to mind: Fun. Jester brands focus on being humorous and lighthearted—think laughing out loud and having a good time. Zappos is a great example of a successful Jester brand. They make it a point to engage with customers in an entertaining and creative way on social media, from game nights to giveaways.

Jester brands tend to be extremely vibrant, often incorporating bright colors, unique design elements and fun messaging into their marketing materials. They use humor as the primary method for connecting with their audience, which helps foster loyalty among customers and creates an enjoyable atmosphere.

The main goal of Jester branding is twofold:

1. To entertain the customer
2. To create engagement with the customer

The end result? A loyal customer base that enjoys engaging with the brand—and spreading their positive experiences with their friends!

6. The Lover Brand

The Lover archetype is all about emotion— a brand that focuses on feelings like affection, passion, and intimacy. The Lover wants to make a heartfelt connection with its audience and is typically associated with the beauty, fashion, and romance industries.

All about relationships

The Lover Brand understands the importance of interpersonal relationships, values loyalty and quality over quantity. By emphasizing those relationships, they create a powerful bond between their brand and consumers that go beyond just selling products — they’re creating an experience.

Make them feel special

For the Lover Brand, marketing is all about making your customers feel special. Craft messages filled with emotions that evoke strong positive feelings—words like “love”, “affection”, and “intimacy” are used quite frequently in this type of communication. It’s also important to highlight any charitable or social activity your company does to show your commitment to making a difference in people’s lives.

Beauty giant L’Oreal is an example of a company that fits perfectly into the Lover Brand archetype by offering products that advertise themselves as something more than just daily hygiene. They strive to make their customers feel beautiful from the inside out—and this emotional connection resonates very deeply in their marketing style.

7. The Magician Brand

Another of the 12 Brand Archetypes is The Magician. This archetype is known for thinking outside the box and pushing boundaries. Magician brands have an innovative, creative spirit and offer potential customers something that nobody else can.

Magician brands are often seen as disruptive forces, challenging the status quo, trying to disrupt industries or upend conventions. They harness both power and mystery to create a unique promise that resonates with people, as well as their own version of success.

Some of the most successful Magician brands include Apple, Disney, Pandora, Instagram, Tesla and Skype. Generally speaking, these brands show how they can do things differently by introducing revolutionary products and services to disrupt traditional markets.

Magician brands communicate through storytelling in new ways that make the mundane seem magical; they evoke feelings of awe in the audiences they target. They also leverage cutting- edge technology to create new experiences or gain an advantage. Technological advancements are key to unlocking their dream of success and continuing to push boundaries with innovation and creativity.

8. The Outlaw Brand

The Outlaw brand archetype is one that responds to the call of independence and liberty. It’s the archetype of disruption—the rebel with a cause. Outlaw brands are all about making waves, challenging the status quo and taking a stand against conformist mindsets.

When looking at outlaw brands, you’ll find they communicate by:

1. Taking bold stances on subjects
2. Challenging conventions
3. Empowering their audiences
4. Promoting self-expression
5. Honoring individuality and uniqueness
6. Creating a sense of free spirit and adventure

Take Nike’s “Just Do It” campaign as an example of an outlaw brand in action. The company used their platform to amplify their message that we all have the power to do something special in our lives, no matter what holds us back, challenging society norms and conventions in the process with slogans like “The future is female” and “Dream crazy” — invitations for its members to take matters into our own hands and live life boldly off the beaten path.

9. The Ruler Brand

The tenth brand archetype is The Ruler. This archetype is all about power and control. Their goal is to be in charge, even if it means bending the rules to their advantage. These brands are often seen as intimidating, uncompromising and sometimes ruthless.

Some of the best-known Ruler brands include Microsoft, AT&T, and Mercedes-Benz. They have a tendency to use traditional media for advertising campaigns — like television, radio, billboards or print—to demonstrate their strength in the market and their dominance in the industry.

These brands typically use marketing messages that emphasize leadership and power such as:

• “Leaders of the pack”
• “Number 1 in quality”
• “The leader in innovation”
• “We dominate the competition”
• “The innovators of tomorrow”

10. Sage/Teacher Brand

Introducing the Sage or Teacher brand archetype. This brand’s primary goal is to educate and empower its target audience by providing knowledge and support. People motivated by this archetype are looking to better themselves through learning and improving on their existing skills. Recognizable examples of Sage/Teacher brands include Khan Academy and TED Talks.

These brands excel at marketing through useful content, detailed how-to videos, educational blog posts, and informative webinars. The Sage/Teacher brand is perfect for any business whose primary objective is to teach their customers something rather than just selling a product or service.

To effectively communicate this archetype, create a content marketing strategy that focuses on providing valuable insights, thought-provoking questions, and practical solutions. You can also use visuals such as infographics to better illustrate complex concepts and encourage engagement with your audience. Additionally, host webinars or live streams on topics related to your industry so that you can share more in-depth information with your target audience.

11. The Everyman/woman

The Everyman/woman brand archetype represents the idea of a relatable, down-to-earth persona that can connect with a wide range of people. Brands that embody this archetype typically communicate in a friendly and approachable manner, and they often emphasize their accessibility, practicality, and reliability.

The Everyman/woman brand archetype is often associated with values such as authenticity, honesty, and simplicity. Brands that embody this archetype tend to prioritize transparency and openness in their communication, and they strive to create a sense of familiarity and trust with their audience.

In terms of communication style, brands that embody the Everyman/woman archetype often use straightforward, no-nonsense language that is easy to understand. They may also use humor or self-deprecating jokes to establish a sense of camaraderie with their audience.

In terms of visual branding, the Everyman/woman archetype is often represented by simple, unadorned designs that emphasize practicality and function over style. These brands may also use images or messaging that highlight their connection to everyday life or the struggles of the average person.

Overall, brands that embody the Everyman/woman archetype strive to be approachable and relatable to a wide range of people. Their communication style emphasizes practicality, transparency, and a sense of humor, and their visual branding emphasizes simplicity and functionality.

12. the Explorer

The Explorer brand archetype represents the desire for adventure, discovery, and the pursuit of the unknown. Brands that embody this archetype communicate in a way that emphasizes their willingness to take risks, explore new territory, and embrace challenges.

The Explorer archetype is often associated with values such as independence, self-discovery, and freedom. Brands that embody this archetype tend to appeal to consumers who are adventurous, curious, and seeking new experiences.

In terms of communication style, brands that embody the Explorer archetype often use language that evokes a sense of adventure and exploration. They may use phrases such as “off the beaten path” or “exploring the unknown” to convey their willingness to take risks and push boundaries. They may also use vivid descriptions and sensory language to create a sense of excitement and anticipation.

Visual branding for Explorer brands often features images of landscapes, outdoor environments, or exotic destinations. These brands may also use adventurous messaging or symbols that evoke a sense of exploration and discovery.

Overall, brands that embody the Explorer archetype communicate a sense of adventure, independence, and curiosity. Their messaging and visual branding emphasize the pursuit of the unknown and the willingness to take risks in order to discover new possibilities.

Exploring Different Marketing Styles for Each Archetype

When it comes to marketing each brand archetype, the sky’s the limit. Depending on the archetype, you can choose different styles of communication to reach your target audience. For example, if your brand is an Explorer archetype, you may opt for a more adventurous marketing approach that speaks to your audience’s sense of exploration and discovery. Or if you’re a Sage, your marketing tactics can focus on providing meaningful knowledge and insights that further inform the customer decision-making process.

Recap: The 12 archetypes are as follows:

• The Sage
• The Innocent
• The Hero
• The Outlaw
• The Magician
• The Caregiver
• The Ruler
• The Jester
• The Lover
• The Creator
• The Everyman/woman
• And lastly, the Explorer

No matter which one best fits your brand, there is an ideal style of communication for each one. Here are a few examples:

1. The Sage: This archetype appeals best to customers who seek in-depth analysis and practical advice before making decisions. In this case, content such as podcasts or webinars featuring experts in related fields can really hit the mark and add value to customers’ lives.
2. The Caregiver: If your brand leans towards this archetype, content that speaks to empathy such as stories or interviews with real people will build trust with your audience by showing how you’re looking out for their best interests.
3. The Magician: If this is your brand’s archetype, it’s all about demonstrating quality products and outstanding service through visuals
4. The Explorer: For brands that embody the Explorer archetype, experiential marketing and content that inspires a sense of adventure and curiosity can be very effective. This includes showcasing travel destinations, outdoor activities, and other experiences that align with the values of exploration and discovery.
5. The Ruler: Brands that embody the Ruler archetype often benefit from a more formal, authoritative style of communication. This includes producing content such as whitepapers, research reports, or case studies that showcase your brand’s expertise and authority in your industry.
6. The Hero: Brands that embody the Hero archetype often benefit from marketing that inspires a sense of heroism and empowerment in their customers. This includes producing content that highlights stories of overcoming adversity, or leveraging influencer marketing to showcase individuals who have achieved greatness with the help of your brand.
7. The Everyman/woman: For brands that embody the Everyman/woman archetype, a friendly and approachable communication style is key. This includes producing content that speaks to the everyday challenges and concerns of your target audience, as well as leveraging user-generated content to showcase the relatability and accessibility of your brand.
8. The Jester: Brands that embody the Jester archetype benefit from marketing that is fun, irreverent, and lighthearted. This includes producing humorous ads, leveraging social media to create engaging memes or videos, and hosting events or promotions that showcase the playful side of your brand.
9. The Lover: Brands that embody the Lover archetype often appeal to customers who prioritize emotional connections and sensory experiences. Marketing styles that highlight the aesthetics and sensory appeal of your products, such as high-quality images or video content, can be very effective. Additionally, showcasing how your products or services enhance personal relationships or create romantic experiences can resonate with customers who align with this archetype.
10. The Creator: For brands that embody the Creator archetype, marketing styles that highlight innovation, creativity, and self-expression can be very effective. This includes showcasing user-generated content that highlights creative uses of your products or services, as well as producing content that celebrates artistic expression and individuality.
11. The Innocent: Brands that embody the Innocent archetype often appeal to customers who prioritize simplicity, authenticity, and nostalgia. Marketing styles that emphasize these values, such as using nostalgic imagery or producing content that highlights your brand’s authenticity and transparency, can be very effective. Additionally, highlighting how your products or services enhance simple pleasures or create a sense of nostalgia can resonate with customers who align with this archetype.
12. The Outlaw: For brands that embody the Outlaw archetype, marketing styles that emphasize rebellion, nonconformity, and challenging the status quo can be very effective. This includes producing content that highlights how your brand is disrupting traditional industries or shaking up established norms, as well as leveraging social media and influencer marketing to create a sense of rebellion and nonconformity around your brand.

Conclusion

In conclusion, there is no ‘one size fits all’ approach when it comes to communicating your brand. Every single brand has its own unique personality that should be carefully considered when developing a successful marketing strategy. Understanding your brand archetypes will allow you to create a powerful narrative that connects and resonates with the right people.

Once you’ve identified the brand archetype that best fits your business, you can create content that expresses the right emotions and conveys the right message. Every brand has the potential to capture people’s attention and build lasting relationships. So now that you know your brand’s archetype, it’s time to turn it into something that people want to be a part of.