Discovering the 12 Brand Archetypes: A Guide for Developing Your Brand Identity

If you want to develop a brand identity, one of the first steps is understanding the different brand archetypes. Archetypes are universal symbols and patterns that resonate with people subconsciously. You can create a strong brand identity that connects with your audience by identifying the archetype that best fits your brand. Here are the 12 brand archetypes to help you get started:

  1. The Innocent: Represents optimism, simplicity, and nostalgia. Examples include Coca-Cola and Disney.

  2. The Explorer: Represents adventure, independence, and self-discovery. Examples include Jeep and Patagonia.

  3. The Sage: Represents wisdom, knowledge, and truth. Examples include Google and National Geographic.

  4. The Hero: Represents bravery, courage, and determination. Examples include Nike and Apple.

  5. The Outlaw: Represents rebellion, nonconformity, and freedom. Examples include Harley-Davidson and Virgin.

  6. The Magician: Represents transformation, innovation, and imagination. Examples include Apple and Disney.

  7. The Regular Guy/Girl: Represents honesty, authenticity, and relatability. Examples include Levi's and Wendy's.

  8. The Lover: Represents passion, sensuality, and intimacy. Examples include Victoria's Secret and Godiva.

  9. The Jester: Represents humor, lightheartedness, and spontaneity. Examples include Old Spice and M&M's.

  10. The Caregiver: Represents compassion, nurturing, and generosity. Examples include Johnson & Johnson and Toms.

  11. The Creator: Represents self-expression, innovation, and imagination. Examples include LEGO and Adobe.

  12. The Ruler: Represents power, leadership, and authority. Examples include Mercedes-Benz and American Express.

By identifying the archetype that best aligns with your brand, you can create a consistent and cohesive brand identity that resonates with your audience. Remember, consistency is critical when it comes to branding. Use your chosen archetype to guide your messaging, visuals, and overall brand strategy to build a solid and memorable brand.

BrandingErin MoriartyBranding, brand identity