Brand Archetype – loosely translated as the brand model. So, how important is a brand? A brand is much like a person; when mentioning a brand, it's akin to recalling a specific individual with their appearance, interface, attire, and more.

What is Brand Archetype ?

Archetype is a term introduced by the Swiss psychologist Carl Jung in his theory that humans have 12 fundamental basic patterns. Each archetype possesses distinct personality traits, values, attitudes, and behaviors.

Businesses in marketing and branding apply this model to create brand archetypes.

From a customer perspective, we connect with the personalities and traits of each brand archetype. Brand Archetype represents the fundamental needs and desires of individuals, contributing to bringing customers and brands closer together.

12 Popular Brand Archetypes Applied to Business

The 12 archetypes are divided into 4 groups, including: External Orientation Group – Internal Orientation Group – Order Group – Dynamic Group.

GROUP 1: THE EXTROVERT

Archetype 1: The Optimist

This archetype brings optimism, happiness, comfort, and joy to users.

The Dove brand serves as an example of this archetype. The iconic image of the dove itself conveys peace, optimism, and happiness. One of Dove's most iconic campaigns is "Real Beauty," consistently celebrating the beauty of women and uplifting self-esteem and confidence.

Archetype 2: The Hero

The Hero archetype is always courageous and benevolent. They strive to be strong and capable to aid the weak and change the world. The strengths of this archetype lie in discipline and energy.

Examples include brands like Nike, BMW, Duracell.

Archetype 3: The Everyman

Bringing closeness and connection to everyone. The message of this archetype is: Everyone has the right to be free to become the person they want, to do what they like without judgment.

Examples: Harley-Davidson, Virgin (Richard Branson).

GROUP 2: THE INTROVERTS

Archetype 4: The Sage

The Sage archetype represents individuals who are intelligent and knowledgeable. They always seek the truth using their intellect. The wisdom of the Sage brings awareness, educational value, and knowledge.

Archetype 5: The Magician

The Magician archetype transforms dreams into reality. Magicians bring gifts to life. This archetype helps people change their perspectives, inspires change, and expands awareness and consciousness.

Examples: Disney, Wizard of Oz, Apple.

Archetype 6: The Jester

The Jester archetype represents individuals who are cheerful, always bringing fun and excitement. When jesters feel trapped by stress, they use humor to balance and relieve pressure.

Examples: Motley Fool, Ben & Jerry’s, IKEA.

GROUP 3: THE PRINCIPLED

Archetype 7: The Creator

The Creator archetype is always full of energy and abundant ideas. They constantly captivate others with their limitless creative abilities. Examples like Lego and Pinterest are well-known for the Creator archetype, inspiring users to create something interesting.

Archetype 8: The Explorer

This archetype loves freedom and seeks it through exploring the world. What explorers desire is to live life to the fullest every day. While being free-spirited, this archetype is also self-reliant, always seeking freshness, and living authentically.

Examples: The North Face, Red Bull...

Archetype 9: The Caregiver

The most important thing for this archetype is health. Caregivers always protect others from potential harm. This brand archetype is associated with compassion, always caring and assisting others.

Examples: Mother Teresa, Johnson & Johnson, Heinz.

GROUP 4: THE DYNAMIC

Archetype 10: The Rebel

The Rebel archetype is characterized by breaking every rule. This is a challenging path but also full of opportunities. Successfully challenging norms can be disruptive. The traits of this archetype always shock people with unexpected actions, a love for freedom, and a disregard for common standards.

Archetype 11: The Lover

Creates intimacy, inspires love. Helps people feel valued, belong, establish connections, enjoy intimacy, and build relationships. Iconic

examples include Chanel, Victoria’s Secret...

Archetype 12: The Ruler

The Ruler archetype is one who establishes the laws of the world. They lead and organize communities. This archetype has a strong and responsible character. However, the need for control can sometimes lead this archetype astray when things don't go according to plan. This archetype is an icon of success.

Example: Rolex...