Which archetype does your brand embody?
Archetypes are universal patterns of behavior that resonate across cultures and time. In branding, they create stronger emotional connections by aligning brand personality with deep human patterns.
The 12 Jungian Archetypes
The Innocent
- Characteristics: Pure, naïve, optimistic
- Brand Examples: Dove, Coca-Cola
- Goal: To be happy
The Everyman
- Characteristics: Relatable, humble, down-to-earth
- Brand Examples: IKEA, Home Depot
- Goal: To belong
The Hero
- Characteristics: Brave, honorable, confident
- Brand Examples: Nike, BMW
- Goal: To make the world better
The Outlaw
- Characteristics: Rebel, revolutionary, iconoclast
- Brand Examples: Harley-Davidson, Virgin
- Goal: To overturn what isn't working
The Explorer
- Characteristics: Adventurous, pioneering, independent
- Brand Examples: Jeep, The North Face
- Goal: To experience authentic life
The Creator
- Characteristics: Innovative, imaginative, artistic
- Brand Examples: Apple, LEGO
- Goal: To create enduring value
The Ruler
- Characteristics: Authoritative, responsible, organized
- Brand Examples: Mercedes-Benz, Rolex
- Goal: To create prosperity
The Magician
- Characteristics: Visionary, charismatic, transformative
- Brand Examples: Disney, Red Bull
- Goal: To make dreams come true
The Lover
- Characteristics: Passionate, sensual, warm
- Brand Examples: Chanel, Victoria's Secret
- Goal: To attain intimacy
The Caregiver
- Characteristics: Nurturing, selfless, compassionate
- Brand Examples: Johnson & Johnson, Campbell's
- Goal: To help others
The Jester
- Characteristics: Fun, irreverent, humorous
- Brand Examples: Ben & Jerry's, Old Spice
- Goal: To lighten the world
The Sage
- Characteristics: Wise, knowledgeable, mentor
- Brand Examples: Google, BBC
- Goal: To understand the world
Choosing Your Archetype
- What does your brand stand for?
- What emotional response do you want?
- Which archetype aligns with your positioning?