Whether you're launching a new business or looking to get clearer on your current brands impact, understanding brand archetypes is the key to crafting a meaningful and memorable brand. Let's dive in and uncover the basics of this brand discovery tool.
Brand Archetypes are a collection of universally recognized personality traits that your brand can personify. Each archetype represents values, characteristics, and motivations that are intrinsic to a some part of human nature. They are based on the idea that these 12 sets of personality traits are part of the cultural zeitgeist and they are unconsciously understood all over the world.
The 12 brand archetypes are:
The Caregiver
Nurturing and empathetic, dedicated to helping and protecting others
The Creator
Imaginative and artistic, focused on bringing new ideas to life
The Everybody
Down-to-earth and relatable, valuing belonging and connection
The Explorer
Independent and ambitious, seeking new experiences and adventures
The Hero
Courageous and determined, focused on overcoming challenges and inspiring others
The Innocent
Optimistic and pure, striving for happiness and simplicity
The Jester
Playful and humorous, seeking to bring joy and light-heartedness
The Lover
Passionate and compassionate, driven by intimacy and relationships
The Magician
Visionary and innovative, aiming to transform the ordinary into the extraordinary
The Outlaw
Rebellious and unconventional, challenging the status quo and valuing freedom
The Sage
Wise and knowledgeable, driven by the pursuit of truth and understanding
The Sovereign
Authoritative and responsible, striving for control, order, and stability
When we’re in the day to day flow of our business, it’s hard to see how your work truly resonates our audience. Brand archetypes offer a mirror to help us see what our customer sees in us. Understanding your brand archetype is to put yourself in the mindset of your customer and understand what they most value and look to you for.
Not only is it a great way for you to understand what will engage your audience, but it also helps you lean into your own sweet spots. You brand archetype will always emphasize your gifts and strengths. It will shine a light on the things that you are mean to share with world. Stepping into your brand archetype should make you feel exited and inspire you to bring your biggest ideas forward.
When you’re able to embody the core characteristics of your brand archetype, you can create an effective brand that speaks clearly to your ideal client. Through your visual brand identity, your copy and messaging, and even the operations of your business, you can communicate the qualities and values that are easy for your customer to recognize that makes them say “I want that” or “Hey, that’s for me”.
Take This Free Quiz
We have a free quiz to help you discover your brand archetype and how it can help you define your brand style. It takes under 10 minutes and is a great starting place to start your explorations.
Brand Style Blueprint
Defining your brand archetype blend is part of our our signature visual brand discovery process. We use these insights to map out the foundational elements you need to consider to create a meaningful, impactful brand. Learn more about the Brand Style Blueprint here.
