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Archetypes provide a quick, simple framework to building meaning and emotion - and to connecting with your customers. Learn about the 12 core archetypes, and how to use them to build a brand your customers will love.
Build a brand that people love, with Brand archetypes
Building a Brand People Love
Brands are about
It’s about building a connection
Archetypes provide a framework
to build your brand
They provide a shortcut
to emotion, connection and meaning
“The archetype — let us never forget this — is a psychic organ
present in all of us.” – Carl Jung
“Archetypes provide the deep structure for human motivation
and meaning. When we encounter them in art, literature,
sacred texts, advertising —or in individuals or groups— they
evoke deep feeling within us.” – Dr Carol Pearson
There are 12
Self-Knowledge Group Belonging
The magician inspires transformation. They encourage us
to dream, and serve as catalysts for change. Magicians
wow us, enchant us, and inspire us to make our dreams
Examples of Magician Brands:
Outlaws do things differently. They challenge the status
quo, and give others freedom to think outside the box.
They lead revolutions, innovation and growth.
Examples of Outlaw Brands:
The Jester is about spontaneity, fun and carefreeness.
Jesters take life less seriously – they help us lighten up and
bring laughter to the world.
Examples of Jester Brands:
The Lover is about affection and feeling. They appreciate
real beauty around them. Lovers are passionate, and
intimate, and seek a deeper, meaningful connection with
the people and surroundings around them – whether it is
parental, spiritual, platonic or romantic.
Examples of Lover Brands:
The Everyman is non-exclusive. They’re just like you and
me. They embrace and celebrate the ordinary, and want to
build a group where everyone belongs.
Examples of Everyman Brands:
Caregivers put others ahead of themselves. They are
compassionate, generous, trustworthy, and their meaning
comes from helping others.
Examples of Caregiver Brands:
Rulers get things done. They appeal to our desire to be
successful and important – they’re commanding,
authoritative, in control. Rulers want to help others, and
they believe the best way to do so is by leading and
defining the best policies, procedures and structures.
Examples of Ruler Brands:
Visionary, non-conformist, authentic. Creators see the big
picture, and desire to craft something meaningful. They
make things happen, and love new ideas.
Examples of Creator Brands:
In the world of the Innocent, life is simple, and that
simplicity is good. The Innocent wants to be happy, and
does so by returning to simple pleasures and basic values.
They believe in purity and truth.
Examples of Innocent Brands:
The Sage believes that knowledge is power. They are
dedicated to discovering truth and spreading knowledge.
They take pride in their intelligence, and use that to
understand the world.
Examples of Sage Brands:
The Explorer wants an authentic, fulfilling life. They want
the freedom to learn & grow, to discover more about the
world around them – and in doing so, to find out more
Examples of Explorer Brands:
Heroes come in all shapes and sizes. Their power lies in
who they are – their determination, courage and
perseverance. They fight for what they believe in, and
don’t let anything get in their way. They face their
challenges head on and triumph over them, inspiring
others to do the same.
Examples of Hero Brands:
What’s your brand archetype?
Need help figuring it out? We’d love to chat and help.
Just drop me a line at email@example.com