The 12 Brand Archetypes: What They Are and Why You Should Care (Part 2)


In last week’s blog, I talked about what archetypes are and told you about 6 of the 12 archetypes: The Innocent, The Caregiver, The Every-person, The Hero, The Explorer, and The Rebel. You can find that blog here.

In this blog, I will tell you about the next 6 archetypes, i.e., The Lover, The Creator, The Jester, The Sage, The Magician, and The Royalty.

7. The Lover

The Lover is the ‘aesthetic archetype’; they like harmony in everything from colors to people. Because of their soft nature, they find it hard to deal with conflicts and often can’t stand up for their beliefs or ideas in the face of someone more aggressive.

Brands like Gucci fully embody the aesthetic archetype of The Lover.

Brands with the Lover archetype promote values like passion, appreciation, diplomacy, affection, warmth, and richness (in the feeling sense, not money sense). They rely on their relationships with their audiences. Often their ads focus on feelings and sensations rather than the features of their products or services which leave their audience spellbound and saying “I want what s/he has.”

Victoria’s Secret, NARS, Chanel, Gucci, and most other women’s fashion or beauty brands are “Lovers” — unapologetically so. They openly promote love, share their passion, and focus on their relationship with their community. They don’t hide their beauty and encourage their audiences to be who they are.

8. The Creator

Creator archetypes are extremely creative and love creating new and valuable things (are there enough variations of ‘create’ in this sentence?). Their nature is often described as quirky, active, energetic, imaginative, and, obviously, creative.

Writers, artists, and inventors usually have this as a dominant archetype, although it could be mixed with other archetypes (J.K. Rowling, for example, has a very apparent Caregiver archetype mixed with her Creator archetype).

Writers, artists, musicians, and inventors are assorted into The Creator archetype due to their wondrous ability to create extraordinary things with their imagination.

Creator brands are unique and rely on descriptions along with visuals to get through to their audiences. They strive to make a mark on the world through their imaginative and creative thinking.

While audiences of the lover archetype think “I want what s/he has”, the thought process of the people watching an ad of Creator Brands is “I want to do what s/he is doing.”

Creator brands are always open to new ideas but the one thing they don’t like is mediocrity. They love showing their creative process in hopes to inspire others and will always be creating new things.

Brands that fall into this cohort are not only creative themselves but also provide a platform for fellow creative folks and are always inspiring and encouraging their community to show off their skills. Taking into account these characteristics, YouTube, Lego, Canon, Adobe, Crayola, and Wattpad are literal embodiments of the Creator archetypes.

9. The Jester

This archetype is perfect for people who prefer to take on life with a laidback attitude and bring happiness into the world with humour. If the world is a classroom, they are the class clowns. Usually the life of the party, they know how to have a good time and get others to enjoy life to the fullest.

The Jesters are not about that serious lifestyle.

One thing the Jesters don’t like is being bored and they take full offence to sentences like, “you’re so boring” or “your idea sounds boring” or “this party is so boring”, basically anything that associates them with boredom.

Brands that are a part of The Jester archetype remind you to never let go of the child within you.

Brands of this archetype can be described as enthusiastic, expressive, and having a playful personality. They enjoy having fun and love it, even more, when their community joins in. these brands are often playing fun games with their audiences.

Their community interactions involve jokes, sass, and sometimes, even an odd self-deprecating comment or two. These interactions make their audiences feel giddy, energetic, entertained, and amused.

They make you love life by pointing out the silly, often overlooked parts of life and by reminding you to not take life so seriously.

M&M’s, Old Spice, Skittles, Ben & Jerry’s, Pepsi, Netflix, Domino’s Pizza, Doritos, and Cadbury are some excellent examples of this fun-loving archetype.

10. The Sage

What do The Ancient One from Doctor Strange, Yoda from Star Wars, Gandalf from Lord of the Rings, Grand Master Oogway from Kung Fu Panda and Professor Dumbledore from Harry Potter have in common?

They’re all mentors to the protagonists and possess great knowledge and wisdom. In other words, they’re all part of The Sage Archetype.

The All-Knowing Google can be categorized into The Sage Archetype.

The Sage values ideas above all else and can get frustrated about not knowing everything about everything. These people are great listeners and have the wonderful ability to simplify complex ideas for others to understand.

The Sage as a brand archetype includes those brands that seek information through self-reflection, research, objectivity, and diligence. They leave no stone unturned in their quest for knowledge and happily share what they know with their community and keep them engrossed. Being duped or misled is not taken lightly by these brands and they don’t really like being wrong or outsmarted either.

These brands are factual, decisive, intelligent, and researched. Interactions with them make their audience feel empowered with knowledge, educated, and “in the know”; phrases like “I understand” and “I didn’t know that before this” are common in their community.

Brands like Google, The Wall Street Journal, Rosetta Stone, Smithsonian brand, National Geographic, and Discovery Network are great embodiments of the Sage archetype.

11. The Magician

With their ability to charm anyone into believing something, the Magicians are physical embodiments of charisma. They strive to understand the fundamental laws of the universe and possess a unique perception that helps them do so.

Walt Disney, with all his charm and determination, made the whole world believe in the power of dreams, a legacy the Disney continues to carry on. That is why it rightfully holds a place in The Magician Archetype.

The brands that fall under this archetype develop a vision and stick by it, using their ability to understand and leverage the laws of the universe to work towards it. They help transform people’s lives using new methods and make dreams come true.

These brands are articulate, expansive, and moving and their audiences are always fascinated and enchanted by their actions.

Brands like TED, Disney, Make a Wish Foundation, Polaroid, and Marks & Spencer define what the Magician archetype is like.

12. The Royalty

The Royalties are people who are authoritative, who have the ability to capture everyone’s attention as soon as they walk into the room. They ooze class and sophistication but don’t boast about it, letting their actions speak instead.

They have the ability to have a clear vision of what will work in any given situation and implement that vision, no matter how bizarre it looks to others. Even though their actions can get a little misguided at times, they always have the best intentions. People from this archetype detest chaos or being undermined and fear losing control.

Brands from The Royalty Archetype don’t simply sell products or services, they create a lifestyle exclusive to their community.

Brands with this as their dominating archetype relentlessly work towards building a prosperous and successful community in a refined and articulate manner. The words “classy”, “sophistication”, and “style” come to mind when describing these brands.

Essentially, Royalty brands are not brands at all, they are a lifestyle, and their community is known to have good taste and high standards.

Luxury and lifestyle brands like Louis Vuitton, Rolex, Rolls Royce, Blender’s Pride, Apple, Gucci and Porsche are all the Royalties of the brand world. These brands let their audience live the lifestyle they want, associate with other A-Listers, and undeniably look and act their part as Royalties.

Do You Know Your Archetype?

If you’ve analyzed each archetype and figured out which one your brand fits in, your journey towards achieving success just got a lot easier.

And don’t worry if you find out that your brand fits in more than one archetype; just like in people, brands have a personality that can’t be contained with one single archetype. Most of the examples stated above also fall into 2 or more cohorts (Disney is an Innocent Magician; Apple is as Creative as it is a Royalty, Fenty is a Lover as well as a Caregiver, Gucci is a Lover among the Royalties).

But if your brand does fit into more than one archetype, you can choose the one that you feel is the dominant one for your brand and roll with it. You can still keep the other archetypes alive by letting them shine through every now and then. For example, if your brand is 48% Creative, 42% Jester, and 10% Lover, you can choose Creative or Jester to be your brand archetype.

In fact, a mixed archetype, if played right, can be a huge advantage to your brand as it will attract people from all those archetypes that your brand is.

So, go ahead and grow your brand with the archetype(s) it embodies. And if you need any help with your brand archetype, whether you need help figuring it out or want to know how you can use it to develop your brand among your audience or need any digital marketing help in general, we’re always here to help you.

To learn more, visit our website One of India’s leading Keynote speaker

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