What are Brand Archetypes?
Brand archetypes are essentially personality types that can be applied to your brand. They help you to figure out the language, visuals & messaging for your brand. Identifying your brands archetype will help you to develop a consistent and authentic brand identity that aligns with you & resonates with your target audience.
Using a brand archetype can have a significant impact on your brand's identity and its ability to connect with your target audience. By embodying a particular archetype, your brand can communicate a consistent and memorable personality that resonates with your audience and sets you apart from competitors. It can also help to guide your messaging, visuals, and overall brand strategy, making it easier to develop a cohesive and effective brand identity. Ultimately, using a brand archetype can help you to build stronger relationships with your customers and increase brand loyalty and recognition.
There are 10 brand archetypes, that each come with their own set of “personality traits”. Before we get into more detailed qualities of the each archetype, here’s a quick overview of the brand archetypes & what they are associated with.
01. The Innocent: associated with purity, simplicity, and optimism
02. The Explorer: associated with adventure, independence, and self-discovery
03. The Sage: associated with knowledge, wisdom, and insight
04. The Hero: associated with bravery, courage, and triumph
05. The Outlaw: associated with rebellion, individuality, and nonconformity
06. The Magician: associated with transformation, creativity, and possibility
07. The Regular: associated with practicality, reliability, and down-to-earthness
08. The Lover: associated with passion, sensuality, and intimacy
09. The Jester: associated with humor, irreverence, and fun
10. The Caregiver: associated with compassion, nurturing, and support
The Magician 01
The Magician brand archetype is associated with transformation, creativity, and possibility. Brands embodying this archetype appeal to consumers who are seeking to unlock their full potential and achieve their dreams. They inspire their audience to tap into their inner power and imagination, often using imagery and messaging that conveys a sense of mystery, intrigue, and magic. Magician brands can be particularly effective for brands in the beauty, fashion, or entertainment sectors, as well as any brand that wants to evoke a sense of transformation or personal growth.
The Caregiver 02
The Caregiver brand archetype is associated with compassion, nurturing, and support. Brands that embody this archetype appeal to consumers who are seeking to be taken care of, whether that be through products or services that improve their health and wellbeing or those that make their lives easier. They often use messaging and imagery that conveys a sense of warmth, empathy, and understanding, and they prioritize building relationships with their customers. Caregiver brands can be particularly effective for brands in the healthcare, hospitality, or service sectors, as well as any brand that wants to evoke a sense of comfort or security.
The Sage 03
The Sage brand archetype is associated with knowledge, wisdom, and insight. Brands embodying this archetype appeal to consumers who are seeking guidance, advice, or education. They convey a sense of authority and expertise, and they often use messaging and imagery that is calm, rational, and logical. The Sage archetype can be particularly effective for brands in the healthcare, financial, or educational sectors, where trust and expertise are highly valued.
The Innocent 04
The Innocent brand archetype is typically associated with purity, simplicity, and optimism. Brands that embody this archetype often evoke feelings of nostalgia and evoke a sense of trustworthiness and reliability. They often use bright, playful colours and simple, straightforward messaging to appeal to a wide audience.
The “Build Your Brand in 30 Days” pack gives you everything you need (all in one place!) to develop your brand strategy (AKA your brand personality 💃) & set your business up for long-term success!
Broken down into daily tasks and activities (along with explanations & worksheets) the pack guides you through the exact steps you need to take to build a brand full of personality that aligns with your values & attracts your dream customers 👯!
The pack is specifically designed for small business owners & personal brands who are in need of a clear & easy-to-follow framework to help them develop their brand strategy (including examples for both product based & service based businesses throughout the pack)
🏆 By the end of the 30 days you’ll gain a clear understanding of:
"Who" your brand is & what it stands for (your vision, mission & brand values)
What makes you different to other brands in your industry (industry research & USP)
Who your ideal customer/ target audience is & how to connect with them on a deeper level
What you need to say to market your products & services effectively (Client/customer analysis & marketing scripts/ frameworks)
Your future goals & long-term vision for your brand
How to build a business that aligns with your personal values & helps you to work towards your lifestyle goals
The Explorer 05
The Explorer brand archetype is associated with adventure, independence, and self-discovery. Brands embodying this archetype appeal to consumers who desire to explore new territories, both physically and mentally. They inspire their audience to leave their comfort zones and seek new experiences, whether that be through travel, education, or personal growth. Explorer brands often use imagery and messaging that convey a sense of freedom, excitement, and possibility.
The Jester 06
The Jester brand archetype is associated with humour, irreverence, and fun. Brands embodying this archetype appeal to consumers who desire to break away from the seriousness and monotony of everyday life. They use humour and playfulness to create a sense of excitement and joy, often using messaging and imagery that is unexpected or unconventional. Jester brands can be particularly effective for brands in the entertainment, food, or fashion sectors, as well as any brand that wants to appeal to a younger, more carefree audience.
The Regular 07
The Regular brand archetype is associated with honesty, reliability, and down-to-earthness. Brands embodying this archetype appeal to consumers who value simplicity, honesty, and authenticity. They convey a sense of approachability and friendliness, often using messaging and imagery that is relatable and familiar. The Regular archetype can be particularly effective for brands in the food, beverage, or home goods sectors, as well as any brand that wants to appeal to a wide, mainstream audience.
The Outlaw 08
The Outlaw brand archetype is associated with rebellion, individuality, and nonconformity. Brands that embody this archetype appeal to consumers who are seeking to break free from the norm and forge their own path. They often use edgy, provocative imagery and messaging to convey a sense of rebellion and independence. The Outlaw archetype can be particularly effective for brands in the fashion, music, or lifestyle sectors, as well as any brand that wants to appeal to a younger, more rebellious audience.