We believe storytelling connects people and good design should tell a story. This is why we always lead by identifying your brand archetypes when building the brand strategy necessary for creating magnetic brands.
I was originally introduced to this concept of brand archetypes back in 2012, when I was working for a local marketing agency, and have been fascinated with this psychological concept ever since.
Derived from Carl Jung’s theory of the collective unconscious, these archetypes represent fundamental personality types that resonate with consumers on a subconscious level. By understanding and implementing these archetypes, e-commerce and lifestyle brands can establish a distinct identity, forge deep connections, and ultimately stand out in an increasingly competitive market.
But, before we dive into the 12 different archetypes, let’s talk about stories, movies, and history, and what they all have in common.
The best stories and movies have a story arc:
There’s a beginning, middle, and end.
Usually, it goes like this:
A hero discovers her goal; pursues it amidst conflict and obstacles; puts up a big fight (the climax of the story); either succeeds or fails (resolution); and then the story ends.
There’s also a set of characters–or heroes–throughout each story or movie that repeats itself–no matter the tale being told.
Those characters are archetypes–universally recognized figures who stand for certain basic human emotions and motivations.
But how do these characters, aka archetypes, relate to our brand and business?
It’s simple, really! Potential customers want to connect and do business with people they know, like, and trust.
Brand Archetypes allow people (customers) to feel connected to a brand on a human level. Customers want to connect with people–not products or services.
The product or service you offer is the vehicle in which the character pursues the goal, helping them get to the goal and achieve success. Because the reality is, your customer is always the hero in the story, not you.
However, these brand archetypes allow people to understand your brand, on a human level, so they can begin to like and trust you, leading to engagement and conversion.
Cool, right?
Now that you know what a brand archetype is, you may be wondering: how do these archetypes actually work in building a strong brand presence?
Let’s break it down!
There are 12 different archetypes that identify the basic human emotions and motivators, similar to a personality test.
In the early 1900s famous psychiatrist, Carl Jung defined these archetypes as a way to describe the patterns of human behavior derived from our unconscious mind.
This theory is still used in psychology today.
The 12 Brand Archetypes Defined
The Innocent
The Innocent archetype embodies purity, optimism, and simplicity. Brands that align with this archetype evoke feelings of nostalgia and a belief in a better world. Brands can leverage the Innocent archetype by promoting products or experiences that promote a sense of comfort, safety, and wholesomeness. By creating a narrative around innocence and simplicity, brands can appeal to consumers seeking refuge from the complexities of modern life.
The Hero
The Hero archetype embodies courage, strength, and determination. Brands that adopt this archetype position themselves as catalysts for change and personal empowerment. E-commerce brands can use the Hero archetype by promoting products that help customers overcome challenges or achieve their goals. For lifestyle brands, the Hero narrative can focus on inspiring stories of individuals who have triumphed against all odds, aligning the brand with the pursuit of greatness.
The Outlaw
The Outlaw archetype represents rebellion, freedom, and unconventionality. Brands embracing this archetype often challenge the status quo, appealing to consumers seeking uniqueness and edginess. For e-commerce brands, the Outlaw can be portrayed through disruptive products or unconventional marketing campaigns. Lifestyle brands can use the Outlaw narrative to celebrate non-conformity, encouraging customers to live life on their terms.
The Sage
The Sage archetype embodies wisdom, intelligence, and curiosity. Brands adopting this archetype position themselves as knowledgeable experts, guiding consumers on their journey. E-commerce brands can utilize the Sage archetype by providing informative content, educating customers about their products’ benefits. Lifestyle brands can focus on promoting learning and personal growth, resonating with consumers seeking self-improvement.
The Magician
The Magician archetype represents transformation, innovation, and enchantment. Brands embracing this archetype evoke a sense of awe and mystery, promising transformative experiences. E-commerce brands can use the Magician narrative by showcasing how their products can revolutionize customers’ lives. Lifestyle brands can create an aura of magic around their offerings, encouraging customers to embark on a journey of self-discovery.
The Regular Guy/Girl
The Regular Guy/Girl archetype embodies relatability, authenticity, and approachability. Brands that adopt this archetype connect with consumers on a human level, showing that they understand their everyday struggles and desires. E-commerce brands can use this archetype to emphasize that their products are designed for the average person’s needs. Lifestyle brands can focus on showcasing real-life stories of ordinary people to whom their offerings have made a meaningful difference.
The Lover
The Lover archetype represents passion, desire, and sensuality. Brands embracing this archetype appeal to consumers’ emotions and desires, fostering strong emotional connections. E-commerce brands can use the Lover narrative by emphasizing the sensual aspects of their products and experiences. For lifestyle brands, the Lover archetype can focus on creating experiences that evoke feelings of romance and passion, aligning the brand with the pursuit of pleasure and fulfillment.
The Jester
The Jester archetype embodies joy, humor, and spontaneity. Brands adopting this archetype provide a sense of entertainment and playfulness, appealing to consumers seeking lighthearted experiences. E-commerce brands can use humor in their marketing campaigns, creating memorable and shareable content. For lifestyle brands, the Jester narrative can focus on promoting leisure and enjoyment, encouraging customers to embrace the joy of life.
The Caregiver
The Caregiver archetype represents compassion, empathy, and nurturing. Brands embracing this archetype position themselves as caring and supportive partners in consumers’ lives. E-commerce brands can use the Caregiver narrative by emphasizing their commitment to customer service and social responsibility. For lifestyle brands, the Caregiver archetype can focus on promoting products or experiences that foster well-being and emotional support.
The Creator
The Creator archetype embodies imagination, innovation, and individuality. Brands adopting this archetype are seen as pioneers, offering unique and artistic products or experiences. E-commerce brands can showcase their creative process, highlighting the craftsmanship behind their offerings. For lifestyle brands, the Creator narrative can focus on inspiring customers’ creativity and self-expression.
The Ruler
The Ruler archetype represents authority, leadership, and control. Brands embracing this archetype inspire a sense of trust and reliability, appealing to consumers seeking stability and structure. E-commerce brands can use the Ruler narrative by positioning their products as top-of-the-line and exclusive. For lifestyle brands, the Ruler archetype can focus on promoting a lifestyle of luxury and sophistication, aligning the brand with prestige and high standards.
The Explorer
The Explorer archetype embodies adventure, freedom, and self-discovery. Brands adopting this archetype resonate with consumers seeking new experiences and personal growth. E-commerce brands can use the Explorer narrative by promoting products that facilitate exploration and adventure. For lifestyle brands, the Explorer archetype can focus on encouraging customers to step out of their comfort zones, embracing a life of discovery.
THE 12 ARCHETYPES
| THE INNOCENT aka purist, idealist, traditionalist MOTIVATION Innocent brands strive for individual fulfillment and independence by promoting safety and simplicity GOAL To create happiness, spread optimism, simplify /purify life STRATEGY Do things right, be trustworthy, positive and straightforward GREATEST FEARS That the world gets forever tainted by something negative or unnatural SIMILAR BRANDS Coca-Cola, Dove, Snuggle, American Red Cross LIST OF ADJECTIVES Hopeful Optimistic Reliable Simple Trusting Sincere BRAND VOICE Simple and concise language, cheerful and optimistic HOW THE CUSTOMERS FEEL Hopeful, encouraged, joy HOW TO LIVE YOUR BRAND Guard your reputation; set strong brand integrity standards; share what makes you happy | THE EXPLORER aka adventurer, pioneer, seeker MOTIVATION Explorer brands strive for individual fulfillment and independence by promoting freedom GOAL To experience a better, more authentic, more fulfilling life; freedom STRATEGY Journey, seek out and experience new things, escape from boredom GREATEST FEARS Being bored or boring others SIMILAR BRANDS The North Face, Jeep, GoPro, NatGeographic LIST OF ADJECTIVES Authentic Ambitious Independent Motivated Uninhibited Expressive BRAND VOICE Open-minded, resourceful, tolerant HOW THE CUSTOMERS FEEL Adventurous, cultured, “I have no limits,” amazed, alive HOW TO LIVE YOUR BRAND Travel often and share your journeys; share ways your life is unconventional | THE SAGE aka teacher, expert, thinker MOTIVATION Sage brands strive for individual fulfillment and independence by promoting understanding GOAL To understand the world and teach others what you know STRATEGY Seek information and knowledge through self-reflection, research, objectivity, and diligence GREATEST FEARS Being duped, misled, wrong, or outsmarted SIMILAR BRANDS Google, The Wall Street Journal, Smithsonian LIST OF ADJECTIVES Analytical Rational Skeptical Intelligent Clever Confident BRAND VOICE Factual, decisive, authoritative, intelligent, researched HOW THE CUSTOMERS FEEL Educated, “in the know,” wise, “I understand,” engrossed HOW TO LIVE YOUR BRAND Read, analyze patterns, test all assumptions, share your research process, share stats |
| THE REGULAR GIRL/GUY aka everyman, realist, friend MOTIVATION Regular Girl / Guy brands strive for community and connection by promoting a sense of belonging GOAL To relate, belong, to be accepted, and to accept others STRATEGY Develop solid values; be down to earth, accessible, hard-working, nice GREATEST FEARS To be left out or to leave anyone behind; to be judged SIMILAR BRANDS Ikea, Home Depot, Levi’s LIST OF ADJECTIVES Authentic Honest Empathetic Practical Hardworking Reliable BRAND VOICE Friendly, humble, honest, practical HOW THE CUSTOMERS FEEL Understood, included, warm, part of the group HOW TO LIVE YOUR BRAND Create real connections and friendships with your audience; share “normal” parts of your life with them | THE LOVER aka partner, beauty, heart-centered MOTIVATION Lover brands strive for community and connection by promoting intimacy and passion GOAL Be in a relationship with the people; help people connect to their desires and heart STRATEGY Become more attractive to others, build an experience that to all of the senses GREATEST FEARS Being rejected or alone; being stuck in a situation you are not passionate about SIMILAR BRANDS Victoria’s Secret, NARS, Haagen-Dazs, Godiva LIST OF ADJECTIVES Seductive Indulgent Passionate Intimate Sensual Emotional BRAND VOICE Affectionate, warm, adjective-rich HOW THE CUSTOMERS FEEL Turned on, “I want what s/he has,” excited, spellbound HOW TO LIVE YOUR BRAND Profess your love; share your passions; focus on relationships; don’t hide your beauty–it’s who you are. | THE PERFORMER aka jester, comedian, entertainer MOTIVATION Performer brands strive for community and connection by promoting enjoyment GOAL To have a great time and lighten up the world, to entertain people, to get others to enjoy life to the fullest STRATEGY Play, make jokes, be funny, humor, have fun GREATEST FEARS Being bored or boring others SIMILAR BRANDS Doritos, Geico, Old Spice, Dos Equis LIST OF ADJECTIVES Funny Spontaneous Impulsive Witty Enthusiastic Playful BRAND VOICE Enthusiastic, expressive, self-deprecating, tell jokes HOW THE CUSTOMERS FEEL Playful, “I love life,” giddy, energetic, entertained, amused HOW TO LIVE YOUR BRAND Point out the silly parts of life; don’t take yourself too seriously |
| THE HERO aka warrior, champion, victor MOTIVATION Hero brands strive to triumph and change the world by promoting a mastery and accomplishment. GOAL Expert mastery through courageous acts in a way that improves the world STRATEGY to be as strong and as competent as possible, take action, be decisive, overcome challenges GREATEST FEARS weakness, vulnerability, being a “chicken,” body giving out SIMILAR BRANDS Nike, Marines, FedEx LIST OF ADJECTIVES Skilled Disciplined Courageous Assertive Confident Resilient BRAND VOICE Motivational, self-confident, self-disciplined, direct HOW THE CUSTOMERS FEEL Inspired, “I can overcome this challenge,” empowered, motivated HOW TO LIVE YOUR BRAND Inspire others by showing the challenges you have overcome; challenge yourself; get physical (play sports; work out) | THE MAVERICK aka rebel, revolutionary, outlaw MOTIVATION Maverick brands strive to triumph and change the world by promoting revolution. GOAL To overturn what isn’t working; freedom from establishment STRATEGY Disrupt, destroy, shock, defy, be disobedient, never conform GREATEST FEARS To be powerless, ineffectual, or trapped SIMILAR BRANDS MTV, Urban Outfitters, Virgin Mobile, Harley-Davidson LIST OF ADJECTIVES Shocking Disruptive Independent Powerful Rebellious Radical BRAND VOICE Candid, raw, honest HOW THE CUSTOMERS FEEL Rebellious, “other people are wrong,” stimulated, thrilled HOW TO LIVE YOUR BRAND Speak up about things you don’t agree on; take risks; do “unpopular” things. | THE MAGICIAN aka inventor, transformer, visionary MOTIVATION Magician brands strive to triumph and change the world by promoting power and knowledge GOAL To make dreams come true, leverage the laws of the universe STRATEGY Develop a vision and live by it, help other people transform their lives using new methods GREATEST FEARS Unintended negative consequences, inventions / methods don’t work like they plan SIMILAR BRANDS Disney, Dyson, TED LIST OF ADJECTIVES Skilled Spiritual Imaginative Inspiring Transformative Charismatic BRAND VOICE Expansive, moving, articulate HOW THE CUSTOMERS FEEL “I want to experience that;” “I’m on the cutting edge;” fascinated HOW TO LIVE YOUR BRAND Know the latest trends and help define new ones; transform into the best you possible |
| THE CAREGIVER aka mother, servant, martyr MOTIVATION Caregiver brands strive for structure and stability by promoting service and comfort GOAL To help others STRATEGY Doing things for others, service, focus attention on other people, not yourself GREATEST FEARS Selfishness and ingratitude SIMILAR BRANDS Johnson’s Baby, Toms, Campbells, Volvo, Salvation Army LIST OF ADJECTIVES Selfless Empathetic Generous Compassionate Patient Comforting BRAND VOICE Considerate, thoughtful, kind, generous HOW THE CUSTOMERS FEEL Loved, taken care of, safe, “I am not alone in this,” secure HOW TO LIVE YOUR BRAND Volunteer, help others, share the causes you are passionate about | THE CREATOR aka artist, designer, maker MOTIVATION Creator brands strive for structure and stability by promoting innovation and authenticity GOAL To realize a vision, hone artistic skills, express yourself, create STRATEGY Develop artistic control and skill GREATEST FEARS Mediocre vision or execution, lost inspiration SIMILAR BRANDS Lego, Cannon, YouTube, Adobe, Apple LIST OF ADJECTIVES Creative Authentic Imaginative Skilled Expressive Innovative BRAND VOICE Unique, descriptive, visual and metaphor-rich HOW THE CUSTOMERS FEEL “I want to be able to do what she can,” inspired, amazed HOW TO LIVE YOUR BRAND show your creative process, inspiration, tools + always be creating new things | THE RULER aka royalty, executive, sovereign MOTIVATION Ruler brands strive for structure and stability by promoting control and power. GOAL Create a prosperous, successful community STRATEGY Grow authority and audience; show exclusivity; live the lifestyle they want GREATEST FEARS chaos, being overthrown, losing influence and control SIMILAR BRANDS Rolex, Rolls Royce, American Express, Prada LIST OF ADJECTIVES Responsible Strong Stable Confident Organized Structured BRAND VOICE Refined, articulate HOW THE CUSTOMERS FEEL “If I follow them, I’ll share their success;” “I have good taste” HOW TO LIVE YOUR BRAND Associate/partner with other A-listers; set high standards; look and act the part |
HOW BRAND ARCHETYPES WORK
At the core, your brand is built on key adjectives to describe the emotions and feelings you want your customers to feel when working with you.
Those same adjectives, emotions, and personality traits help identify and define your brand archetypes.
These archetypes allow you to solidify and communicate your brand’s personality and message. By defining those motivators and unconscious human behaviors you’re able to speak directly to your ideal client.
Your clients will also fall into one (or three) of these categories as well! Knowing their archetypes will help you craft messaging specifically for them. Because you are talking directly to their core motivators and desires.
Incorporating Carl Jung’s 12 Brand Archetypes into e-commerce and lifestyle branding is a powerful strategy to differentiate and stand out in the crowded marketplace. By aligning with one or more of these archetypes, brands can connect with consumers on a deeper, emotional level, establishing a unique identity and building lasting relationships.
Understanding the underlying motivations of each archetype empowers brands to craft compelling narratives that resonate with their target audiences, driving brand loyalty and long-term success. So, whether you’re an e-commerce entrepreneur or a lifestyle brand, embrace the power of archetypes and embark on a transformative journey to captivate hearts and minds alike.
Let’s chat! We’d love to help you identify them and build a strong brand presence to grow your biz!
