Blog - June 13th, 2024

What's your brand archetype?

Branding

Brand archetypes are a great shortcut to identifying the personality and communication style of your brand. These distinct personalities are easy to identify and occupy specific niches in the market. Aligning your brand with a classic archetype makes it easier for you to create a coherent brand personality and position yourself competitively in your industry.

Check out our guide to the common brand archetypes below. Do you know which one fits your brand? If you wanna explore your brand identity, why not book a workshop with our brand experts? Through a series of fun group exercises we can help guide you to a brand identity that feels right and looks great.

The Innocent

Popular example

Innocent Smoothies

Attributes

Pure, virtuous, simple

Brand personality

The Innocent values simple things done well. This archetype exhibits a level of openness and optimism that could be considered naive. The Innocent strives to find happiness through the enjoyment of uncomplicated pleasures.

Marketing niche

Companies with strong values, who are seen as trustworthy, reliable and honest. They are associated with morality, good virtues and simplicity.

Makes you feel

Wholesome

innocent smoothies ad

The Hero

Popular example

Nike

Attributes

Bold, valiant, courageous

Brand personality

The Hero is society’s saviour and redeemer. Characterized by courage, self-sacrifice, and achievement, the Hero seeks personal transformation in its quest to triumph over adversity.

Marketing niche

Companies who want to make a positive mark on the world, solve major problems or enable and inspire others to do so.

Makes you feel

Brave

nike find your greatness ad

The Regular Guy/Gal

Popular example

PG Tips

Attributes

Familiar, unassuming, relatable

Brand personality

The Regular Guy or Gal values comfort, belonging and familiarity. This personality is down-to-earth, predictable and easy to trust.

Marketing niche

Companies with a common touch, solid virtues, and who provide a sense of belonging and nostalgia.

Makes you feel

At home

keep it tea ad pg tips

The Caregiver

Popular example

Unicef

Attributes

Sympathetic, nurturing, tender

Brand personality

The Caregiver is a selfless personality driven by the desire to protect and care for others, especially those in need. They are often figures who take those who need care under their wing.

Marketing niche

Companies who seek to help people care for themselves, or who serve the public through healthcare, education or aid programs.

Makes you feel

Safe

right to childhood ad unicef

The Creator

Popular example

Apple

Attributes

Innovative, original, visionary

Brand personality

The Creator is the champion of imagination and self-expression. They are driven by their need to build exceptional and enduring creations. This archetype values design and aesthetics.

Marketing niche

Visionary companies who help customers express or create, and foster their imagination.

Makes you feel

Inspired

shot on iphone ad

The Explorer

Popular example

The North Face

Attributes

Adventurous, intrepid, spirited

Brand personality

Explorers are brave, adventurous, and love a challenge. The challenges are more about understanding themselves than proving themselves to others.

Marketing niche

Companies who are exciting, risk-taking and authentic, who help people escape mundanity through extraordinary experiences.

Makes you feel

Liberated

live in the present ad the north face

The Rebel

Popular example

Dead Happy

Attributes

Disruptive, challenging, provocative

Brand personality

The Rebel seeks to break the rules and fight authority. They are the harbinger of change. They disdain rules and conformity, valuing disruption, destruction and defiance.

Marketing niche

A company who is an agent of change, an advocate for the disenfranchised, or who encourages people to bend the rules or break with conventions.

Makes you feel

Defiant

dead happy ad

The Lover

Popular example

Chanel

Attributes

Romantic, decadent, luxurious

Brand personality

The Lover inspires love and intimacy. They have an affection for the beautiful and a penchant for blissful experiences, both sensual and nurturing.

Marketing niche

Companies who help people feel sexy, beautiful and appreciated. They enable people to belong, connect, enjoy intimacy and build relationships.

Makes you feel

Passionate

chanel ad

The Ruler

Popular example

Rolex

Attributes

Confident, authoritative, opulent

Brand personality

The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and actions and can come across as intimidating.

Marketing niche

Companies who help people feel superior, confident and in charge. They bring order and respectability to a chaotic world.

Makes you feel

Powerful

rolex ad

The Jester

Popular example

Skittles

Attributes

Funny, playful, frivolous

Brand personality

The Jester is all about having fun and living in the moment. They see it as their duty to be a ray of sunshine in everyone’s life around them.

Marketing niche

Companies who help people have a good time or enjoy what they are doing, or allow people to be more impulsive and spontaneous.

Makes you feel

Entertained

skittles ad

The Magician

Popular example

Disney

Attributes

Captivating, enchanting, fantastical

Brand personality

The Magician’s goal is to make dreams come true and create something special. They are charismatic, clever and dynamic. They conjure something from nothing, and their methods are mysterious.

Marketing niche

Companies who help people transform their world, inspire change, and expand consciousness.

Makes you feel

Wonder

disney ad

The Sage

Popular example

TED

Attributes

Wise, erudite, knowledgeable

Brand personality

The Sage is a seeker of truth, knowledge, and wisdom. Their drive comes from the desire to understand the world and to share that understanding with others through philosophical conversations.

Marketing niche

Companies who help people to better understand the world by sharing practical information and analysis.

Makes you feel

Informed

TED ad

Who wrote this?

Mel

Mel

She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”

View all their content

Ready for a re-brand?

Is your inbox boring?

Subscribe to our newsletter for unique content, marketing insights and good times.