If you’ve ever gotten jazzed about brand personalities, you’re gonna love learning about brand archetypes…

And that’s because brand archetypes and brand personalities are the same freaking thing.

And they’re hella useful in business because when you know your brand personality (which you shouldn’t just choose randomly, but should be based on what makes sense for your audience, industry, you, and more!), you know how to show up as a brand.

No more questioning should my copy be funny or rebellious or sentimental? Or should my design be super colorful? Does this collab make sense? You finally have guidelines (like all brands that are crushing it do!) on what your vibe is… which means you have guidance on how to create your whole-ass brand experience.

So if you want to know everything from why there are 12 brand personalities that rule the business world to what those brand personalities actually are (with examples!) and how to apply them to your biz, this blog post is spilling all the beans.

What the frick are brand archetypes?

Brand archetypes are personalities. And they help brands figure out how they want to come across to appeal to all the right people and repel the wrong ones.

(And I like to think of the 12 brand archetypes that will talk about in just a sec as cartoon characters. Because like most cartoon characters, these personalities are much more black and white than complex characters are who all kinds of sides to them. )

Where do the 12 brand archetypes come from?

Ever heard of a super smart dude called Carl Jung? You know, the psychoanalyst and psychologist famous for shaking up the world when it came to ideas of collective unconscious, the self (and the shadow self), and well, archetypes? 

Carl Jung is the guy who inspired the idea behind brand archetypes. 

Because he spent a buttload of time analyzing stories, studying people, and comparing cultures. And from all that, he realized that there were 12 personas that seemed to pop up everywhere. 

Personas like the caregiving mother or the silly, entertaining jokester. 

And he called these personas archetypes because they represented a pattern of universal human behavior. (AKA he believed that these 12 personalities were personalities every human subconsciously knew of or modeled themselves after).

And these 12 archetypes are exactly what the 12 brand archetypes are based on.

The 12 Jungian archetypes are: 

The Innocent, Explorer, Sage, Hero, Outlaw, Magician, Everyman, Lover, Jester, Caregiver, Creator, and Ruler. (More on them later!)

And he split these archetypes into four groups; each group driven by a different desire:

• 1. Ego: a desire to leave a mark on the world
• 2. Order: a desire to provide structure to the world
• 3. Social: a desire to connect with others
• 4. Freedom: a desire to create paradise on earth

So, how did Jungian archetypes become brand archetypes?

Well, one really smart woman, Carol Pearson (among others), realized something big.

If these 12 personalities were personalities human brains already recognized then applying them to business, marketing, and branding would turn “stranger” brands into “familiar” friends. (Because our brains already know and feel comfy with those 12 personalities!)

In fact, she co-authored a whole book on the subject called The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes. 

(It’s for serious brand archetypes nerds only, but it’s pretty damn interesting.)

Anywho, back to this blog post, and most likely your next question…

But why exactly do brand archetypes work?

One reason brand archetypes are stupidly effectively is because they make the unfamiliar feel familiar. 

(Kind of like when you meet someone new but they instantly remind you of another person you really like because they have the a similar personality.)

And even if you didn’t know what brand archetypes were until right freaking know, you have most likely been seduced by them. 

Like the Hero, who is committed against all odds to win. (For example: Harry Potter. Nike.)

Watch this video for a perfect example:

Or the Jester who lives to make you laugh and reminds you everything doesn’t have to be so serious. (Jim Carrey. Skittles.)

See what I’m getting?

If these 12 personalities are already familiar to you without you even knowing what they are, that means they’re in your subconscious…

And that’s a huge win in business because according to these super smart Harvard professor nerds:

“95% of purchase decisions take place in the subconscious brain.”

Which makes sense when you think about it… Let’s say you’re at the grocery store and before you know it, you’re throwing a cereal box with fun colors and silly characters into your cart without really knowing why. 

It’s not like you’re thinking, I’m consciously aware that these bright colors remind me of my childhood and the joy I used to feel when eating a big bowl before breakfast. Your conscious brain just goes, THAT ONE.

But also, brand archetypes work because they give businesses human-like personalities  

(I say human-like because archetype personalities are far more simple than human personalities.)

And personalities allow us to connect with brands on a way deeper level. 

Kinda like how when Pixar gives a rat a cute face and a backstory about wanting to be a chef in Paris, your heart swells for what you would have considered before to be a dirty little vermin.

Or, how a brand like Liquid Death goes from being a faceless business selling incredibly expensive cans of water…

To a bold rebel with a cause (to murder thirst) who isn’t afraid to say or do something absurd. 

Brand personalities turn businesses into friends.

(Friends you know so well you might find yourself thinking of when you hear a song that they would totally love or a t-shirt they’d wear.)

You know them, you love them, you trust them. And all of that makes you excited as hell to buy from them, talk about them, and be a part of their community and world.

As a business owner, brand archetypes are helpful because they guide you on how to show up

Brand archetypes tell you about your brand’s personality which is ridiculously help info because when you know your brand personality, you also know…

• Your brand’s tone of voice
• What marketing moves to make 
• What kind of content to post (and even what it should look like) 
• What style of design to go for
• And how to appeal to the right clients or customers

(They can even help you with the internal structure of your business. But more on that some other time.)

Now, for the fun stuff, let’s talk about the 12 brand archetypes!

1. The Innocent Brand Archetype

Upbeat, lighthearted, and simple are the defining characteristics of Ms. Innocent. They’re the type of brand personality that lives for spreading joy and focusing on the feel-good stuff which is exactly what draws customers to them.

Their tone of voice is positive, humble, and kind, and their marketing content is full of uplifting messages and moments.

Famous Innocent brand examples: Coca-Cola and McDonald’s  

Goal: To be happy

Traits: Honest, optimistic, and kind

Biggest fear: Doing something wrong

2. The Explorer Brand Archetype

The Explorer is driven and defined by one ridiculously important thing and that’s curiosity. They’re the kind of personality that loves adventure—whether that’s a literal one or going deeper within their understanding of themselves.

Their tone of voice is confident and inspirational, and their marketing content taps into the hunger to explore “the unknown.”

Famous Explorer brand examples: North Face and Jeep

Goal: To be fulfilled

Traits: Independent, curious, and adventurous

Biggest fear: Wasting life

3. The Outlaw Brand Archetype

Bold, rebellious, and unapologetically disruptive, the Outlaw is here to f*ck sh*t up. They’re the type of personality to question why things have to continue being done a certain way, never settle for anything less than they want, and rewrite the rules altogether.

Their tone of voice is aggressive and honest, and their marketing content showcases their defiance.

Famous Outlaw brand examples: MTV and Harley Davidson

Goal: To shake up what’s not working

Traits: Rebellious, honest, and unconventional

Biggest fear: Being powerless

4. The Sage Brand Archetype

There’s one thing that the Sage seeks above all freaking else and that’s the truth. And they find the truth through thoughtful question-asking, deep pondering, and meaningful conversations.

Their tone of voice is neutral rather than opinionated, and their marketing content shares the facts and multiple sides; allowing them to be a source of knowledge for others.

Famous Sage brand examples: BBC and NPR

Goal: To understand the world

Traits: Wise, thorough, and egoless

Biggest fear: Being ignorant

5. The Hero Brand Archetype

The Hero LIVESSSS for proving “where there’s a will, there’s a way.” They see obstacles as opportunities, are incredibly driven, and face fear head-on.

Their tone of voice is motivating and matter-of-fact, and their marketing inspires their audience to become the best version of themselves, no matter where they’re starting from.

Famous Hero brand examples: Nike and the Marines

Goal: To improve the world

Traits: Self-disciplined, virtuous, and brave

Biggest fear: Living a weak, mediocre life

6. The Magician Brand Archetype

The Magician doesn’t just believe that dreams can come true, they bring it within reach for others to experience. They’re the type of personality that doesn’t get caught up in what is because they’re focused on all that could be.

Their tone of voice is inspiring and confident, and their marketing content feels like witnessing a magic trick; one where you walk away transformed.

Famous Magician brand examples: MAC Cosmetics and Disney

Goal: To make dreams come true/to transform

Traits: Imaginative, innovative, and inspirational

Biggest fear: Wasting life

7. The Everyman Brand Archetype

Think of your “Average Joe” and you’ve got this personality nailed down. They’re the gal/guy next door who is a real, genuine human who hates the fancy stuff and lives for spending time with friends.

Their tone of voice is friendly and conversational, and their marketing content never shows anything flashy or out of the norm.

Famous Everyman brand examples: Target and Ford

Goal: To belong

Traits: Down-to-earth, practical, and friendly

Biggest fear: Being left out

8. The Lover Brand Archetype

Preferring to be surrounded by beauty and indulging in every kind of romance, the Lover lives for feeling good. They’re the type of personality that makes everything into an experience; lighting a candle, dimming the lights, and playing something musical so all of the senses are engaged.

Their tone of voice is poetic and, at times, seductive, and their marketing content is sensual (not sexual), setting the mood for customers.

Famous Lover brand examples: Hallmark and Chanel

Goal: Pleasure through intimacy/connection

Traits: sensual, indulgent, and feel-good

Biggest fear: Being rejected

9. The Jester Brand Archetype

Always aiming for a chuckle and totally unafraid to do something risky for it, the Jester lives for fun. They’re the kind of personality to crack a joke at the perfect moment, say something ridiculous that makes the right people howl, and make sure, no matter what, that nobody is taking themselves too seriously.

Their tone of voice is funny and dramatic, and their marketing content is typically somewhat heinous.

Famous Jester brand examples: Old Spice and Skittles

Goal: To make people laugh

Traits: Playful, positive, and funny

Biggest fear: BOREDOM.

10. The Caregiver Brand Archetype

The Caregiver is a shoulder to cry on when you need it and a fierce advocate for you when you can’t speak up for yourself. They’re the type of personality to make sure everyone is taken care of, offering comfort and support to as many as they can.

Their tone of voice is warm, but straightforward, and their marketing content always focuses on their mission.

Famous Caregiver brand examples: TOMS and Pampers

Goal: To help others

Traits: Selfless, compassionate, and nurturing

Biggest fear: People in need being neglected

11. The Creator Brand Archetype

If there’s one thing the Creator is always up to that’s making something new—whether a physical creation or a new way of looking at the world. While the Creator lives for originality, their ideas build upon past inventions; mixing the old and the new to create something delightful.

Their tone of voice is inspirational and straightforward and their marketing content shows creativity in action.

Famous Creator brand examples: Crayola and Apple

Goal: Turning ideas into reality

Traits: Creative, original, and daring

Biggest fear: Running out of ideas

12. The Ruler Brand Archetype

There’s one thing that the Ruler’s whole existence centers around and that’s the idea that “power isn’t everything, it’s the only thing.” They’re the kind of personality to set the standard, believe that there is a right way to do things, and lead the way all the time.

Their tone of voice is incredibly confident and classy, and their marketing content positions them as the best of the best, always.

Famous Ruler brand examples: Rolls Royce and American Express

Goal: To create order (but also be the best)

Traits: Confident, traditional, and in control

Biggest fear: Losing control