What all the Fuss About Brand Archetypes?

There is a magic behind using brand archetypes. With 12 different ones to choose from, every brand will be able to find one to help them propel to success.  

Photo by Adrianna Calvo from Pexels

Of course, brands need to stay consistent when using brand archetypes, so make sure you are taking the time to find the right archetype with the help of branding workshops and a local digital marketing company.

Benefits of Using Brand Archetypes

Using brand archetypes can strengthen a brand and make a brand stand out among its competitors while also leaving a lasting impression.

The tricky part is finding the right archetype to use. This might take some time and that is fine! Take as much time as you need. You don’t want to put in all the work and effort to come and found out you have been using the wrong archetype.

Find an archetype that fits most with your brand and that can easily be added to your current marketing plan, then go full force!

Start by holding a workshop to find your primary and secondary archetype.

Next, hold another workshop to learn more about the archetype. This includes how which colors to use, the language to use in your content, and more.

A Brief Overview of the 12 Archetypes

There are 12 brand archetypes to choose from. Your brand should be able to relate to a couple of these archetypes. So, pick a primary and secondary archetype and get things rolling!

  • Everyman
  • Hero
  • Outlaw
  • Explorer
  • Creator
  • Innocent
  • Jester
  • Ruler
  • Magician
  • Caregiver
  • Sage
  • Lover
  • The Everyman

This archetype represents equality and hopes to make everyone feel like they belong. Displaying friendliness and kindness, you may have recognized the everyman in brands like Target, Home Depot, and the Gap. Primary colors used with the everyman archetype includes greens and blues. 

  •     The Hero

The hero archetype is honest, bold, and brave. Representing courage and determination, the hero archetype uses bright blues and yellows. Nike and Gatorade are well-known brands that use the hero in their branding. 

  •     The Outlaw

Based on freedom and rebellion, the outlaw archetype is strong and uses bold colors like oranges and reds. MTV and Harley Davidson are brands that display the outlaw archetype well. 

  •     The Explorer

The explorer archetype is adventurous, fearless, and believes in taking risks. Neutral colors along with oranges work well with the explorer archetype. Brands such as Jeep and Red Bull are great examples of the explorer. 

  •     The Creator

This archetype is full of imagination and innovation while inspiring others. Bold colors like oranges, reds, and yellows are used with the creator archetype. Crayola and Adobe are perfect representations of the creator.

  •     The Innocent

Romantic, youthful, and peaceful all represent the innocent. Full of happiness, the innocent archetype uses pastel colors like bright pinks and teal. Aveeno and Coca Cola are examples of brands who use the innocent archetype. 

  •     The Jester

As it sounds, the jester archetype represents humor and fun. Creative colors like teals and hot pinks along with dark purples are often used with the mischievous jester. Doritos, Old Spice, and Geico are some of our favorite brands that use the jester archetype. 

  •     The Ruler

The ruler archetype is always reserved and responsible. Rewarding their accomplishment with luxurious items is their forte. Colors used with this archetype tend to be basic like reds, blues, and greens. You might recognize the ruler archetype being used by brands such as Burberry and Lexus. 

  •     The Magician

The magical magician is powerful and blissful. Using colors like bright blues, pinks, and purples, the magician brings happiness and belief to everyone. Disney is one of the most well-known brands that know how to use the magician archetype successfully. 

  •     The Caregiver

The caregiver is nurturing, caring, and compassionate. Soft colors like baby blues, pinks, and purples are used with this archetype. Johnson and Johnson along with Huggies represent the caregiver archetype. 

  •     The Sage

This archetype is knowledgeable and influential. The sage archetype is sort of like a mentor, similar to Yoda. Colors used with this archetype include all shades of green. Barnes and Noble is a notable brand that uses the sage.

  •     The Lover

The lover archetype is intimate and passionate while showing affection. Colors like pinks, reds, and purples are used with the lover. Estee Lauder and many other beauty brands are known for using the lover. 

It is quite alright if you feel overwhelmed at first. We suggest narrowing the list down to a few options, then taking it from there to find the perfect primary and secondary archetype for your brand.

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