A brand archetype represents a brand; its symbolic meanings, values, behaviors, and messages. As a persona, making it more instantly recognizable and relatable to target audiences. The dictionary defines Archetype as a recurrent symbol or motif in literature, art, or mythology. Brand archetypes offer businesses a personality that makes them appear approachable and relatable. According to […]

Is Your Brand a Lover?
Are you passionate about people? Do you dote on your customers, knowing you are nothing without them? Do you help people find or deepen relationships or offer products that make them feel more attractive? Even if you don’t see your brand as romantic or sensual, if intimacy is the core tenet of your existence, you are likely a Lover brand.

Brand Archetypes — Meet the Magician ​“The power of the Ruler is to create and maintain a prosperous and peaceful kingdom. The power of the Magician is to transform reality by changing consciousness. Good Rulers take responsibility for their symbiotic relationship with the kingdom, knowing that the state of their life reflects and affects the […]

It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands that are relatable in this […]

Everybody has a wild side, and The Outlaw Brand Archetype appeals to this inner yearning for revolt through nonconformity. The Outlaw disregards social conventions and pursues destruction if only to restore society to its ideal state. Happy Revolution Day America!​ The OUTLAW​ PROMISE: Rules were made to be broken. CORE DESIRE: Revolution GOAL: To destroy […]

Brand Archetypes — Meet the Innocent The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent Brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives – simplicity and happiness. Brand archetypes are the secret sauce […]

Brand Archetypes — Meet the Jester Who doesn’t want to have a laugh?! The position of the Jester archetype is to deliver everyone collectively to play and respect the pleasure in life. As the last entertainer, the Jester is capable of making human beings sense properly — a sense that any logo would really like […]

Imagine where we would be if there were no structure or order in our life. Despite the ease with which authority, control, and power can be abused, chaos nevertheless needs to be controlled. The brands that deserve the title of Ruler are those that can give the globe the safety and stability we all long […]

Brand Archetypes — Meet the Hero ​The courageous triumph over hardship is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired — or saved — by a hero… where […]

​What is truth? A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype. Brand archetypes are the secret sauce to creating stronger brands, and are an essential […]

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands that aim to nurture or serve others, from healthcare to nonprofits, to hospitality industries. Brand archetypes are the secret […]

People gravitate towards things that “speak” to them. It’s difficult to do that when you’re trying to appeal to everybody. You end up with a very weak message that no one person can actually identify with.

A brand archetype is a way of presenting a brand – its metaphorical meanings, values, behaviors, and messages – as a persona, making it more instantly recognizable and relatable to target audiences.