The power of branding lies in its ability to create a relatable personality for a brand.

A brand is like a person – it has a unique personality, voice, and character that people can relate to and engage with. — Marty Neumeier

One of the most popular methods to achieve this is the 12 brand archetypes framework, which assigns universal personality traits to brands.

The history of brand archetypes

The concept of archetypes was first introduced by Carl Jung, a Swiss psychologist and psychiatrist who believed in universal patterns present in all humans.

Ernest Dichter later applied the concept to marketing, while Margaret Mark and Carol Pearson popularized the idea of brand archetypes.

At first, I was hesitant about using brand archetypes because I felt they might limit my creative freedom.

However, while developing my branding program, I discovered their power in defining and expressing a brand’s personality.

In fact, I even created a brand personality test for my private clients.

Why are they useful?

Incorporating brand archetypes can help:

• Create meaning — defining your brand’s identity, giving it a clear and distinct personality.

• Guide brand behavior — ensuring consistent messaging across all marketing and sales channels.

• Connect with people — helping your brand connect with consumers on an emotional level.

Plus, who doesn’t like to find out their personality?

Whether you’re creating a new brand identity, crafting a pitch deck, revamping marketing strategies, or improving customer experiences, brand archetypes can help you communicate your brand’s essence effectively.

What exactly are they?

The 12 brand archetypes are as follow:

The Yearning for Paradise

1. Innocent — longs to live in a perfect land.

2. Explorer — wants to be free to seek a better world.

3. Sage — believes that the discovery of the truth will create a better world.

Making a Mark on the World

4. Hero — wants to make the world a better place.

5. Outlaw — is ready to disrupt society.

6. Magician — believes in making dreams come true.

The Desire to Connect

7. Regular Guy/Gal — is concerned about whether they are likable or accepted.

8. Lover — seeks deep intimate, genuine, personal, and sensual connections.

9. Jester — wants everyone to come out and have fun.

Providing Structure to the World

10. Caregiver — aims to protect people from harm.

11. Creator — desires to create something that will last.

12. Ruler — believes power is the only thing that will keep people safe.

How to find your brand archetypes

1. Circle the Words:

Think about the personality traits, values, and characteristics that describe your brand.

Review the list and circle the words that resonate the most with your brand:

2. Determine Dominant Archetype:

Identify the archetype that has the most circled words. This is your dominant archetype.

3. Identify Secondary Archetypes:

Identify the archetypes that have the second and third most circled words. These are your secondary archetypes. Together, they create a unique combination.

4. Align with Your Target Audience:

‍It’s important to ensure that the archetypes you choose resonate with your target audience. One question to ask is: Do the archetypes resonate with your target audience?

You don’t want to be a Jester but your target audience is a serious crowd (Sage or Ruler).

5. Stand Out from Competitors:

Sometimes, your dominant archetype may be too similar to those in the marketplace.

For example, if you run an educational institution, it’s very likely your competitors are Sage. Consider using another archetype or adding a different secondary archetype to help your brand stand out.

If you’re interested in learning more, I have a “12 Brand Archetypes Cheatsheet” available for download.