Unmask Your Brand’s Personality
Brand Archetypes 101
Whether you’ve seen Mad Men or not, you probably already know that marketing, at its root, is all about psychology. But you may not know that some of the sharpest tools in the branding shed reside within the Jungian Archetypes, derived from a very influential era in the development of psychology as a discipline. At Majic, we use these archetypes to define the stories companies should tell about themselves, creating a foundation for marketing materials that have impact in the deepest corners of our psyche.
So, what are brand archetypes?
Humans have been storytellers for as long as we’ve existed. From the cave paintings at Lascaux to Shakespeare to the latest season of Bridgerton, weaving narratives is a core part of our culture. Swiss psychiatrist Carl Jung, one of the most pivotal figures in the history of psychology, introduced the concept of archetypes in an essay in the early twentieth century to describe the universal symbols and characters that live in our collective unconscious. Since then, people have used Jung’s archetypes to decipher myths, interpret dreams, and analyze fictional characters in stories old and new.
By leveraging brand archetypes, you are better able to craft consistent messaging that forges genuine connections with your audience, creating a persona that’s both familiar and aspirational. Consider your archetype your brand’s North Star: a blueprint you can reference to avoid a wishy-washy vibe that confuses people and dilutes your message. Because humans naturally crave stories and identity, archetypal positioning makes it easier to clearly convey to your potential customers who you are, what you do, and how you relate to them.
Let’s unpack each of the twelve archetypes and see which one fits your brand the best.
The Creator: An Inventive Artist
Original, innovative, inspiring: that’s the Creator. Brands in this archetype are about empowering self-expression and bringing new ideas to life. If your brand encourages imagination, thinking outside the box, and building what was once considered impossible, you probably fit in this archetype.
Examples of this trope out in the marketing wilds include LEGO, Adobe, and Nintendo. Fictional characters that embody The Creator are Tony Stark (AKA Iron Man) and Flik from Disney’s A Bug’s Life.
The Ruler: An Authority Figure
The Ruler is commanding, authoritative, and organized. This archetype desires control, stability, and creating a legacy. Your brand may be a Ruler if you’re characterized by leadership and championing a bold path that stands above the rest.
Mainstream Ruler brands are Hugo Boss, Verizon, and Rolex, exuding power and prestige. Some fictional characters who fall into this archetype, albeit on two sides of the spectrum, are Aragorn from Lord of the Rings and Donald Draper from Mad Men.
The Nurturer: A Caring Advocate
Sometimes called “The Caregiver,” this archetype is warm, compassionate, and protective of their community. If your brand was created to serve others, you may be a Nurturer (or at least have components of that personality).
You’ll find the Nurturer archetype in brands like TOMS, Campbell’s soups, and the World Wildlife Fund. Our favorite fictional representations of this trope: Mary Poppins and Katara from Avatar: The Last Airbender.
The Everyperson: A Relatable Friend
Often referred to as “The Everyman,” we prefer to say “The Everyperson” to describe this friendly, down-to-earth trope. The characteristics of The Everyperson are approachability and humility, and could describe everyone from your friend, your neighbor, to just a regular human walking down the street. Your brand is likely an Everyperson if you include everyone in your audience or have an unpretentious, straightforward tone.
Some common Everyperson companies include Ford, Levi’s, and IKEA, which market to the average, middle-to-lower class consumer. Perfect examples in fiction of the Everyperson are Marlin (the dad) from Finding Nemo and Ronald Weasley from the Harry Potter series.
The Jester: A Fun-Loving Joker
Jester brands are playful and a little bit mischievous with the purpose of entertaining or bringing amusement to others. If your brand doesn’t take itself too seriously, is spontaneous, and highly values enjoyment/pleasure, you may be a Jester or at least have a touch of this trope.
Some good Jester brands you’re familiar with are M&Ms, Old Spice, and The Onion, all known for their witty, humorous marketing. Classic Jesters from the world of fiction are Jack Sparrow from Pirates of the Caribbean and Tigger from Winnie the Pooh, both of whom are always down for a laugh.
The Lover: A Passionate Charmer
Think romance, beauty, sensuality, and desire. That’s The Lover archetype. These brands evoke intimacy in their product or offering, allowing their audience a moment to indulge. Your brand may be a Lover if your overarching goal is to make people feel alluring, pampered, or a little bit glamorous.
Lindt chocolates, Victoria’s Secret, and Hallmark are all excellent examples of Lover brand identities. You can find the Lover archetype in WALL-E’s character in the film of the same name and Rose Dawson from Titanic.
The Hero: A Brave Champion
Someone’s got to save the day, and it’ll probably be The Hero. Brands that embody this archetype exude some real Main Character Energy, and are all about persevering through adversity, unlocking potential, and achieving greatness. If your brand inspires people to be their best selves, you just may be a Hero.
Nike is the classic poster child of this archetype, motivating you to “Just Do It”; other Hero brands include American Red Cross and MARVEL (duh). Obviously Hero archetypes from stories include Superman (again, duh) and Simba from the Lion King.
The Magician: A Dream-Weaver
Enchanting and provocative, Magician brands turn dreams into reality and promise wonder to their audience. Your brand is probably a Magician if you offer innovation, a transformation, or bring them a touch of magic (hey, that’s our niche!)
You can think of Disney, Red Bull (after all, it gives you wings), or Polaroid as companies that fit the Magician archetype. Inspiring, visionary characters in this trope are Lord of the Rings’ Gandalf—a literal wizard—and Willy Wonka from Charlie and the Chocolate Factory.
The Rebel: A Rule Breaker
A rabble-rouser with a cause, The Rebel challenges the status quo and appeals to those who refuse to conform. If your brand proudly swims against the current or has bold, unapologetic messaging, it’s likely the case that you have a lot in common with The Rebel.
Mountain Dew, Ben & Jerry’s, and Harley Davidson are all brands that defy authority and buck convention, making them prominent Rebel brands. Some iconic characters that represent a rebellious spirit are Katniss Everdeen from The Hunger Games trilogy and Ferris Bueller.
The Explorer: A Trailblazing Wanderer
Adventure is calling, and The Explorer answers. Brands in this trope are all about independence, discovery, and pushing boundaries. Your brand could be an Explorer archetype if you invite people to act on their wanderlust and go off the beaten path to find their own way.
Obvious Explorer brands are NASA, Jeep, and Patagonia, all of which encourage people to take up challenges and pursue a zest for life. Indiana Jones, of course, fits in this category, as does the Polynesian voyager princess, Moana.
The Sage: A Wise Guide
Think of this archetype as the wise old owl: all about knowledge, insight, and truth. Companies in this trope offer guidance and a cerebral vibe, empowering their customers through intellect. If you position your brand as a thought leader, expert, or educator, you’re sure to have key features of The Sage.
A lot of informative brands are Sage types; some of our favorites include PBS, Mayo Clinic, and TED. Spock from Star Trek and Yoda from Star Wars both align with this archetype. There’s just something about space travel that warrants some sage advice.
The Innocent: An Optimist with a Heart of Gold
Evoking purity, optimism, and wholesomeness, Innocent brands encourage a fuzzy feeling of trust and safety. They promise good vibes, often with a nostalgic touch for a better time. Does your brand radiate hope, positivity, or lightheartedness? Your archetype may be The Innocent.
Seventh Generation, Snuggle, and Cheerios all embody this trope by providing wholesome offerings that make life feel a touch simpler. Classic Innocent characters from fiction are Dorothy Gale from The Wizard of Oz and Forrest Gump.
So, how do you know which archetype fits your brand best?
Determining your archetype is great for informing your strategy and brand assets. If you’re not totally sure which one(s) work for your company, ask yourself the following questions and take note of the answers.
Reflect on your mission, values, and core purpose. What do you stand for? What principles guide you from day to day?
Identify the emotions you want to evoke in your customers. Do you want to inspire hope? Challenge norms? Make people laugh?
Analyze your customers and competitors. What archetypes do they fit in? What do your customers associate you with?
Now, pick an archetype, get feedback from others, and refine as needed. You can create experimental messaging or visuals to see how they impact your online engagement or conversations. Remember, many brands are complex and embody multiple archetypes; think of a rebellious, innovative tech company that also deeply cares about community. That’s okay! Archetypes are guides, not strict rules. Don’t be afraid to experiment.
We can help you discover your archetype and use it to its fullest potential.
At Majic Branding, we’re practically archetype whisperers. Our copy services can help pinpoint which archetype(s) best fit your company and craft a compelling, consistent narrative that’ll make your brand unforgettable. Whether you’re a daring Explorer or a Nurturing Sage, we’ve got the tools to bring your story to life.
Remember, your brand isn’t just a logo or a product. It’s a story waiting to be told: one that resonates on a universal level. And when your brand knows who it is, everyone else will too.
