Branding has become a prominent & common practice for every business to bring their services or products to light for better customer visibility and retention.  Archetypes in branding are critical approaches businesses use to connect to their audiences with a profound meaning and long-lasting impact. Different categories of brands come with diverse motives for distinct groups of people.

What are Archetypes in branding?

An archetype in branding is a framework that helps represent your brand as a persona based on twelve distinct categories created based on human psychology.

The archetypes help define a company to connect them effectively with customers based on various human desires and values, such as power, security, and belonging. The idea behind establishing a business founded on any of these archetypes is to help enterprises connect to their audiences emotionally for better branding.

Setting a valuable relationship with customers based on these psychological metrics can help a business stand in a better position to sell its services or products.

Following are the twelve different archetypes in branding.

The Creator       

The Ruler

The Caregiver                   

The Jester                          

The Lover

The Sage                            

The Hero

The Regular Guy/Gal       

The Outlaw        

The Innocent     

The Explorer      

The Magician

Who invented archetypes in branding?

In 1940, a Swiss psychologist named Carl Jung (pronounced as “Carl Yoong”) came up with a set of standard personality archetypes.

According to his theories, humans employ symbolism to better connect with complex concepts or understand a service or entity the business is delivering. Such psychological traits also reflect specific desires, values, or patterns. These archetypes play a significant and influential role in influencing customer behavior towards a company subconsciously.

In the finding, Jung demonstrated that throughout all time, people exhibit particular patterns that are understandable and remain constant. The archetypes categories construed by Jung exhibit personality traits easily grasped.

In branding, companies can easily use these archetypes to define their customer niche or audiences.

Let us now explore the various archetypes in branding.

12 Archetypes in Branding

1. The Creator

This archetypes classification possesses a desire and vision to develop an excellent product or create an enduring user experience.

With this archetype, an entire business runs predominantly because of out-of-the-box innovations or inventions that satisfy its customers’ experience.

Brands following this archetype display business creativity.

Business goal: Innovation and vision.

Desire: Market the best product that satisfies customer experience.

Popular brands that follow this archetype are Apple, Adobe, Crayola, GoPro, etc.

2. The Ruler

This type defines a business as something dominant in nature, mainly desiring control and power in the market or among a particular function.

Such an archetype in branding displays exceptional confidence in its products and remains proud of its expertise. Brands following the ruler archetype portray themselves as a leading force to enhance the brand impression.

Business goal: Success.

Desire: Capture as many audiences for control and power.

Popular brands that follow this archetype are Facebook, Microsoft, Starbucks, Rolls Royce, etc.

3. The Caregiver

Businesses following this branding archetype follow the principle of compassion and the passion for helping others.

Companies and brands that protect, care, or nurture, often use this archetype to define their business goals. These businesses, organizations, or brands run on the strategy of doing things for others.

Business goals: Helping others.

Desire: Caring, protecting, and nurturing.

Popular brands that follow this archetype are Johnson & Johnson, Pampers, Unicef, Volvo, Marriott, NHS, etc.   

4. The Jester

Businesses under this archetype are motivated to bring a smile to people’s faces. Apart from happiness, these brands focus on light-heartedness.

Brands with this archetype belief uphold a positive stance and see the good in all situations.

Business goal: Entertainment all time.

Desire: To bring enjoyment and cheer to customers.

Popular brands that follow this archetype are Budweiser, Old Spice, Dollar Shave Club, M&M, etc.

5. The Lover

Brands based on this archetype display the desire to dream.

Such brands often remain sensual and empathetic and guide their customers through physical and emotional stances.

Business goals: Intimacy and emotional connection.

Desire: To establish a long-term bond.

Popular brands that follow this archetype are Chanel, Victoria’s Secret, Hallmark, Anne Summers, Godiva, etc.

6. The Sage

This archetype in branding seeks wisdom and knowledge.

Businesses supported by this archetype support the principle of receiving and delivering knowledge and remain in search of the truth. These brands often remain long-term goal setters.

Business goals: To better understand something (human, technology, space, planets, or any other entity).

Desire: Finding the truth.

Popular brands that follow this archetype are Google, TED, The Times, Discovery (Channel), BBC, etc.

7. The Hero

Many companies in the good books of customers and employees usually fall under this archetype.

Such brands often know the difference between right and wrong. Also, they run on the desire to master something or to become an expert at the service they deliver or create.

Business goals: Improve something.

Desire: Mastery.

Popular brands that follow this archetype are Tesla, BMW, Nike, Adidas, etc.

8. The Regular Guy/Gal

Relatable business brands that want to establish deep connections with potential customers come under this category. They often remain generalized yet memorable.

Business goals: Belongingness.

Desire: Deep connection with customers.

Popular brands that follow this archetype are Levis, Lynx, Tesco, Ford, Ikea, etc.

9. The Outlaw

Brands subject to this archetype are also called the rebel.

These brands can revolutionize the market to bring ease to a particular group. They come into the market and disrupt the industry challenging the status quo.

Business goals: Disrupt the market.

Desire: Revolution.

Popular brands that follow this archetype are SpaceX, Uber, Red Bull, etc.

10. The Innocent

Such brands remain optimistic in delivering their services with the intent to spread joy.

Business goals: Peace and happiness.

Desire: Happiness in doing the right thing.

Popular brands that follow this archetype are McDonald’s, Coca-Cola, Dove, Volkswagen, etc.

11. The Explorer

Brands looking for newness beyond the status quo fall in this category of archetypes in branding. 

Business goals: Curiosity to discover.

Desire: Fulfillment and excitement.

Popular brands that follow this archetype are National Geographic, NASA, ISRO, Jeep, etc.

12. The Magician

Businesses influenced by this archetype want to dazzle their audiences and customers with exciting experiences and creations.

Business goals: Turn dreams into reality.

Desire: Offer superlative moments.

Popular brands that follow this archetype are Disney, MAC Cosmetics, TUI, etc.

Conclusion

We hope this article has given you an understanding of the twelve different archetypes in branding and how they represent certain traits and characteristics.

Businesses can easily promote impactful branding to connect to potential customers with these markers.