build a brand that people love, with brand archetypes

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Building a Brand People Loveusing Archetypes

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Brands are about emotions


It’s about building a connection


Archetypes provide a framework to build your brand


They provide a shortcutto emotion, connection and meaning


“The archetype — let us never forget this — is a psychic organ present in all of us.” – Carl Jung

“Archetypes provide the deep structure for human motivation and meaning. When we encounter them in art, literature, sacred texts, advertising —or in individuals or groups— they evoke deep feeling within us.” – Dr Carol Pearson


There are 12 main archetypes

Magician

Outlaw

Jester

Lover

Regular Guy

CaregiverRuler

Creator

Innocent

Sage

Explorer

Hero

Self-Knowledge Group Belonging

Change

Order


The Magician

Examples of Magician Brands:

The magician inspires transformation. They encourage us to dream, and serve as catalysts for change. Magicians wow us, enchant us, and inspire us to make our dreams come true.


The Outlaw

Examples of Outlaw Brands:

Outlaws do things differently. They challenge the status quo, and give others freedom to think outside the box. They lead revolutions, innovation and growth.


The Jester

Examples of Jester Brands:

The Jester is about spontaneity, fun and carefreeness. Jesters take life less seriously – they help us lighten up and bring laughter to the world.


The Lover

Examples of Lover Brands:

The Lover is about affection and feeling. They appreciate real beauty around them. Lovers are passionate, and intimate, and seek a deeper, meaningful connection with the people and surroundings around them – whether it is parental, spiritual, platonic or romantic.


The Everyman

Examples of Everyman Brands:

The Everyman is non-exclusive. They’re just like you and me. They embrace and celebrate the ordinary, and want to build a group where everyone belongs.


The Caregiver

Examples of Caregiver Brands:

Caregivers put others ahead of themselves. They are compassionate, generous, trustworthy, and their meaning comes from helping others.


The Ruler

Examples of Ruler Brands:

Rulers get things done. They appeal to our desire to be successful and important – they’re commanding, authoritative, in control. Rulers want to help others, and they believe the best way to do so is by leading and defining the best policies, procedures and structures.


The Creator

Examples of Creator Brands:

Visionary, non-conformist, authentic. Creators see the big picture, and desire to craft something meaningful. They make things happen, and love new ideas.


The Innocent

Examples of Innocent Brands:

In the world of the Innocent, life is simple, and that simplicity is good. The Innocent wants to be happy, and does so by returning to simple pleasures and basic values. They believe in purity and truth.


The Sage

Examples of Sage Brands:

The Sage believes that knowledge is power. They are dedicated to discovering truth and spreading knowledge. They take pride in their intelligence, and use that to understand the world.


The Explorer

Examples of Explorer Brands:

The Explorer wants an authentic, fulfilling life. They want the freedom to learn & grow, to discover more about the world around them – and in doing so, to find out more about themselves.


The Hero

Examples of Hero Brands:

Heroes come in all shapes and sizes. Their power lies in who they are – their determination, courage and perseverance. They fight for what they believe in, and don’t let anything get in their way. They face their challenges head on and triumph over them, inspiring others to do the same.


What’s your brand archetype?

Need help figuring it out? We’d love to chat and help. Just drop me a line at [email protected]

build a brand that people love, with brand archetypes

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lover examples of lover

ruler examples of ruler

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meaningful connection

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best policies

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