Brand Archetypes: Discover Which of the 12 is Yours and Why it Matters

Have you ever heard of a brand archetype or wondered why it matters for your business? 

Gary Vaynerchuk says, "The brands that connect with clients in a real way will win." He's right.

Now more than ever, you need to differentiate yourself from your competition, so your target audience sees and feels you are for them. 

Brand Archetype Circle Kirchner Marketing

 But how do you as a brand do that?  By understanding who you are as a brand.

Determine your core values, personality, strengths, and weaknesses. The best way to do this is to understand your brand archetype. When you know who you are as a brand, you'll be able to make your brand human to your ideal audience. Your brand archetype (or personality) will help the people you want to connect with, resonate and build relationships find you.  

 In This Article You'll Discover:

  • What does a Brand Archetype Mean

  • What do the 12 Brand Archetypes Represent

  • Why is a Brand Archetype Important

  • Discover the 12 Brand Archetypes

  • Seven Strong Reasons Why Discovering Your Brand Archetypes Matter

  • How to Tap Into Your Brand Archetypes


Let's get started!

Brand Quote by Seth Godin

Let's Answer A Few Questions About Brand Archetypes

What does a Brand Archetype mean?

A brand archetype is a personification of your brand as a character based on 12 critical human desires and values, such as safety, power, and belonging. In constructing your brand archetype, you want to build a brand narrative and connect with your target audience.


What do the 12 Brand Archetypes represent?

The original concept that inspired the archetype term was found in ancient Greek. Carl Jung, a noted psychologist, believed they were models of people, behaviors, or personalities. He discovered twelve archetypal motives that mirror typical human feelings. Jung identified twelve archetypal, icon-based features that reflect human emotions. 

Often used in branding and marketing agencies, the 12 brand archetypes help businesses be easily understood. They are used to be easily understood by customers and companies looking to define their audience.


Why is a brand archetype important?

Brand archetypes help you determine the human character traits that most accurately reflect your brand personality—creating a deeper connection with your audience and customers based on powerful emotional connections.

Seth Godin Brand Quote

Discover the 12 Brand Archetypes

Many have asked, "what are the 12 brand Archetypes?" Below is a list of all of the Brand Archetypes, what motivates them, and a peak into their personality.

Brand archetypes fall into four main sections that drive human motivation along two axes. Many people desire to be liked, while others want to be individuals and go their own way, just as many have a deep need for security and safety, while others want to master their own lives and take risks. 

Each archetypes is divided into what motivates them.

Brand Archetype Four Part System

Legacy Brand Archetypes

Motivated by Achievement/Mastery

The Outlaw Brand Archetype


The Outlaw Brand Personality is a unique, creative, and risk-taking individual who is always looking for the next challenge. They are daring, adventurous, and have a magnetic personality that draws people in.

The Magician Brand Archetype


The Magician Archetype makes dreams come true by using knowledge of how the world works. Magician brands are transformative. It's pretty standard for them to display traits that have a spiritual or psychological element. They want to expand our collective consciousness.

The Hero Brand Archetype


The idea of ambition, strength, and persistence is associated with the hero archetype. The Hero acts to redeem society by overcoming incredible odds in service to completing extraordinary acts of strength, courage, and goodness.

Connection Brand Archetypes

Motivated by Belonging

The Romantic Brand Archetype


Everyone wants to be wanted. These romantics are no different -- they crave affection, closeness, and pleasure from the people they love. Lovers are always looking for ways to make others feel special and to meet their needs.

The Jester Brand Archetype


The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone's life around them.

The Everyman Brand Archetype


The Everyman Archetype simply wants to belong. They tend to blend into society as 'everybody" and don't like to stand out in the crowd. They’re friendly and easy to talk to without being overly funny, rude, or loud.

Structure Brand Archetypes

Motivated by Stability & Control

The Creator Brand Archetype


The Creator desires to create something new and exceptional that wasn't previously there and has enduring value. They must express themselves with their talent and strive to bring their vision to life through that expression.

The Ruler Brand Archetype


The Ruler is an archetype that is all about survival. They desire control above all else and will only trust themselves for that power. They are authoritative in their communication and in their action, and carry a sense of intimidation.

The Caregiver Brand Archetype


The core of the Caregiver is to shield people from danger. They enjoy doing what's necessary to assist others. A business that takes care of people and strives to supply excellent customer service exemplifies the Caregiver archetype.

Spirituality Brand Archetypes

Motivated by Independence & Learning

The Explorer Brand Archeytpe


The Explorer is motivated by a powerful craving for new experiences. Greatly valuing autonomy, the Explorer has a core desire to be free of the establishment, but not necessarily to challenge it. The Explorer is known to push boundaries and delight in unexpected discoveries, embracing a "no limit" philosophy.

The Sage Brand Archtype


The Sage is a seeker of truth, knowledge, and wisdom. Their drive comes from the desire to understand the world and share that understanding with others. They are lifelong learners and enjoy expressing their knowledge.

The Innocent Brand Archetype

The Innocent

The Innocent is pure, virtuous, and faultless. Free from the responsibility of having done anything hurtful or wrong. The eternal optimist, this archetype's glass is always half full.

Brand Fact It takes 10 seconds for consumers to form an opinion of a company.

12 Strong Reasons Why Discovering Your Brand Archetype Matters

When you understand the power of brand archetypes and how they can aid in building a strong brand and marketing foundation, you'll want to incorporate them into your strategy.

Helps you stand out in a crowded market:

Your brand personality sets you apart from competitors, making it easier for customers to identify and remember your business.

Builds customer loyalty:

When your brand personality resonates with customers, it can lead to customer loyalty, repeat business, and word-of-mouth referrals.

Guides marketing efforts:

Understanding your brand personality helps you create consistent and on-brand messaging across all marketing channels, from social media to advertising to packaging.

Shapes company culture:

Your brand personality can influence the values, attitudes, and behaviors of your employees, creating a cohesive company culture that aligns with your brand.

Attracts the right customers:

A clear brand personality can help you attract the customers who are most likely to be a good fit for your business, leading to better customer relationships and higher conversion rates.

Increases brand recognition:

Consistent use of your brand personality across all touch points can help increase brand recognition, making it easier for customers to recall and recognize your business.

Supports premium pricing:

A strong brand personality can help you charge premium prices for your products or services, leading to higher profit margins.

Guiding strategic decision-making:

Your brand personality can guide strategic business decisions, such as which products to offer or markets to enter.

Builds trust and credibility:

A consistent and authentic brand personality can build customer trust and credibility, which is essential for long-term success.

Identifies opportunities for brand extensions:

Your personality can help you identify new product lines or services that fit your brand identity and resonate with your target audience.

A framework for brand evolution: 

A clear understanding of your personality guides how your brand can change and adapt over time while staying true to its core values and identity.

Supports employee engagement and retention:

A strong brand personality can create a sense of purpose and identity among your employees, leading to higher job satisfaction and lower turnover rates.

Want More Customers?

Take our FREE Brand Personality Quiz 

Discover your top brand archetype personality in 5 minutes. Clearly understand your brand personality so you can easily connect and communicate with your target audience.

"Even the process of going through the quiz was revealing for us."

-Matt. D

12 Brand Archetypes Quiz by Kirchner Marketing

How To Tap Into Your Brand Archetype

First, stop wasting time going in different marketing directions. You will confuse your audience. As Meridith Elliott Powell says, "the confused mind never buys." 

How To Start Using Your Brand:

Understand your brand archetype: 

Your brand archetype is the underlying personality that defines your brand. Take time to understand which archetype best represents your business and what it stands for.

Identify your brand values: 

Your brand values are the guiding principles defining what your brand stands for and believe in. Think about the core values that your business embodies and how to express them through your brand personality.

Define your brand voice: 

Your brand voice is your brand's tone and style of communication. Determine what kind of voice best aligns with your brand personality and use it consistently across all communication channels.

Develop a visual identity: 

Your visual identity, such as your logo, color scheme, and imagery, is an essential part of expressing your brand personality. Develop a visual identity that aligns with your brand archetype and values.

Infuse your personality into all of your business: 

Once you have a clear understanding of your brand archetype, values, voice, and visual identity, it's time to start infusing your personality into all aspects of your business, from your products and services to your marketing efforts to the way you interact with customers.

Evaluate and adjust: 

As your business grows and evolves, it's important to regularly evaluate how well your brand personality resonates with your target audience and adapt your approach as needed.

Following these steps, you can tap into your brand archetype and begin infusing your personality into your business, creating a solid and memorable brand that resonates with customers and drives growth.

If you're a Sage who enjoys learning, read the book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark and Carol Pearson.

In Conclusion

Successful marketing is all about connecting with your target audience. Before potential customers connect to your brand, they have to feel you are right for them. For this to happen, you have to define your brand personality.

By knowing which archetype your brand falls into, you can define your brand strengths and values and make your brand feel relatable. Feel free to share this post and book an explore call if you are ready to develop your business's brand archetype, so you connect to your ideal customers.

You deserve marketing that works, without stressing, wasting time, or money.

Darla Kirchner Signature

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My expertise lies in effective brand and marketing strategies that attracts new customers to your business. Starting is easy!

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