In my previous article, we discussed the significance of Brand Archetypes in modern branding and how we can leverage all of that to give your brand a competitive edge. Jung’s archetypes are one of the most powerful tools you can deploy to build timeless brands. If you haven’t read my last article, I suggest you check that out before you dive into this. I’ll drop down the link below.

To give you some context, Carl Jung, a Swiss psychoanalyst, identified 12 personalities. Each of these personalities represents a specific collection of behaviours and is personified within these characters, archetypes. These personalities will lead us to comprehend human’s deepest desires and what makes them tick. An archetype can assist new businesses in shaping their brand perception. It’s easier for customers to understand an archetype because it is tied to universal human characteristics and instincts. Otherwise, the relationship between a brand and its existing and potential customers would only be transactional.

“We all have the same instinctive and unconscious understanding of behavioural patterns “— Carl Jung (1875–1961)

Understanding your audience’s expectations and needs will not only make your brand more human but will also help you to create emotionally intelligent products. In this article, we’re discussing the twelve archetypes in detail.

Happy Reading!

The 12 Brand Archetypes

1. Explorer

The Explorer archetype is defined by a desire for independence and freedom that is not constrained by traditional constraints. Quite similar to Rebels, but they’re more interested in exploration than disturbance.

Red Bull

Dominant traits: Exploration, Pioneering,Independence.

One Sentence Explanation: Explorers are courageous, adventurous, and love a challenge.

Brand Examples: NASA, Jeep, Red Bull.

2. Creator

The Creators are innovators who are frequently the first to realize an idea and push the limits of creativity and design. Through the products and experiences they develop, they enable others to think creatively and express themselves.

Apple

Dominant traits: Expression, Vision, Originality, Individualism.

One Sentence Explanation: The creator’s mission is to create something with meaning and ever-lasting value.

Brand Examples: Apple, GoPro, Crayola.

3. Innocent

The Innocent is like a charming young child, full of astonishment at the beauty of everything and still believing that living in paradise right now is conceivable.

McDonald’s

Dominant traits: Simple, Charming, Honest.

One Sentence Explanation: Innocent archetype is sincere, upbeat, and pure and is motivated by a desire to be happy

Brand Examples: Dove, McDonald’s, Volkswagen.

4. Everyman

The Everyman exemplifies the benefits of being a regular person like everyone else. Their deepest desire is to feel connected to others and has a sense of belonging.

IKEA

Dominant traits: Relatable, approachable, Dependable

One Sentence Explanation: Everyman’s drive is to fit in and belong.

Brand Examples: IKEA, eBay, Ford.

5. Caregiver

Caregivers are frequently significant figures in education, charity, and nursing. The Caregiver has a strong desire to help others.

Unicef

Dominant traits: Caring, Reassuring, Compassion, Nurturing

One Sentence Explanation: A caregiver protects and cares for others.

Brand Examples: Unicef, Johnson & Johnson.

6. Jester

Jesters’ mission is to help individuals let go of anxious ideas, break out of their shells, and have a good time. Customers don’t have to leave their comfort zone to enjoy themselves; the Jester will bring pleasure to them wherever they are.

Old Spice

Dominant traits: Optimist, Playful, Humorous

One Sentence Explanation: Brings joy to the world through humour and mischief.

Brand Examples: Old Spice, Skittles.

7. Hero

The primary drive for the Hero is to prove their worth via bravery and persistence. They work hard to acquire the abilities they consider necessary, and they take satisfaction in their work rate, setting them apart from the competition.

Nike

Dominant traits: Growth, Courage, Honor.

One Sentence Explanation: Heroshave a strong drive to achieve mastery and motivate others to do the same.

Brand Examples: Nike, BMW, Royal Marines.

8. Outlaw

Outlaws are prepared to defy the established quo. They want to figure out what isn’t working to take their audience to a better place. They constantly attempt to encourage their audience to be themselves, take charge of their lives, and accept their inner selves.

Harley Davidson

Dominant traits: Bold, Disruptive, Rebellious

One Sentence Explanation: AnOutlaw questions authority and craves rebellion.

Brand Examples: Harley Davidson, Diesel, Levi’s.

9. Ruler

Ruler brands are naturally dominant, driven by a desire for power and control. Ruler archetypes take pride in being the tribe’s leader and representing the greatest ideals.

Microsoft Office

Dominant traits: Status, Success, Power, dominance

One Sentence Explanation: The Ruler — who brings order out of chaos and is usually commanding.

Brand Examples: Mercedes-Benz, Microsoft, Rolls Royce, Rolex.

10. Magician

The Magician brand archetype is a creative who wants to wow their audience with new and exciting experiences while also fulfilling their dreams. They enjoy taking their fans on a mysterious journey and providing them with memorable, magical moments.

Disney

Dominant traits: Mystical, assuring, transformer

One Sentence Explanation: A magician wishes to create something unique and make dreams a reality.

Brand Examples: Disney, Dyson.

11. Lover

The lover longs to be adored. The lover desires intimacy and sensual pleasure and will use whatever measures to accomplish it. They are driven to improve their physical and emotional attractiveness to attract more people.

Chanel

Dominant traits: Affectionate, Passionate, Empathetic, Committed

One Sentence Explanation: A lover inspires love, passion, romance, and commitment.

Brand Examples: Victoria’s Secret, Chanel.

12. Sage

A sage doesn’t want to transform the world themselves; instead, they want to enable others to do so by gathering and sharing useful information. Their faith is in the ability of humankind to grow & learn in ways that allow us to create a better world.

Google Workspace

Dominant traits: Influence, Wisdom, Expertise

One Sentence Explanation: Sage’s goal is to use intelligence and analysis to understand the world

Brand Examples: Google, The New York Times, Oxford University.