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AM #020: Brand Archetypes: Build a Brand Your Ideal Consumers Fall in Love With

The $49 Fiverr logo may make you look “legit” in the short term -

But over time, we (your consumers) see the writing on the wall.

The brand personality is flat.

It often lacks:

  • POV

  • Story

  • Identity

  • Strategy

  • Positioning

  • Consistency

  • Core Messaging

The goal here is this:

To build a brand your ideal consumers fall in love with.

And this isn’t to say you need to spend a fortune or hours on end putting this together.

Rather, consider dedicating some time and resources towards building a true brand identity.

In this article, we journey through 12 brand archetypes and transform your favorite brands into PEOPLE to illustrate how each brand is designed to resonate and connect emotionally with your consumers.

But before we jump in, let's do a quick intro to brand archetypes.

What are Brand Archetypes?

Brand archetypes are a set of 12 character types or personalities.

They help brands establish a brand voice and identity that resonates with their ideal consumer on an emotional level.

These archetypes are based on the work of Carl Jung, a Swiss psychiatrist, and psychoanalyst who believed that humans share a set of universal symbols and archetypes.

“The archetype is not invented; it’s discovered. It’s universal, it’s eternal.” - Carl Jung

So, these archetypes aren’t drawn up by some brand thought leader, rather they’re discovered within the collective unconscious of human beings.

So, what we gather is this:

Brands aligned with these archetypes are more likely to resonate with consumers on a deeper, more meaningful level.

Here's a chart categorizing all 12 brand archetypes:

Let’s go a little deeper into each one, and transform popular brands into PEOPLE to illustrate their brand identity and personality.


1 / Innocent

Goal: To be happy

Personality traits:

  • Optimistic - Innocent brands believe in a better future. They’re always looking for the silver lining.

  • Sincere - Innocent brands are honest and trustworthy. They’re not afraid to be themselves.


  • Strong values around trust, reliability, honesty, morality, simplicity


  • Beauty

  • Skincare

  • Fresh foods


Meet Burt.

Burt is warm and nurturing.

He values natural, organic ingredients and prioritizes self-care and wellness.

Burt is environmentally-conscious, always seeking ways to promote sustainability in his everyday life and aims to make a positive impact on the environment.

Burt's Bees - Innocent Brand Archetype

2 / Sage

Goal: To help the world gain wisdom

Personality Traits

  • Wise

  • Insightful

  • Knowledge

Brands: News, Schools, Consultancies


Meet Google.

Google is smart, innovative, and curious.

He is admired for his sharp intellect, forward-thinking approach, and his ability to make complex things easy to understand.

Google embodies an “always be learning” mindset - constantly studying and learning new concepts and finds joy in sharing his knowledge with others along the way.

Google - Sage Brand Archetype

3 / Explorer

Personality Traits:

  • Adventurous

  • Daring

  • Curious

Brands: Auto SUV brands, outdoor equipment, adventure travel


  • Jeep

Meet Jeep.

Jeep is adventurous, rugged, and independent.

He values freedom, exploration and the great outdoors - always eager to embark on new journeys.

In his everyday life, Jeep is admired for his resilience and adaptability, inspiring others to embrace the spirit of adventure and forge their own paths with confidence and determination.

Jeep - Explorer Brand Archetype

4 / Outlaw

Goal: Break the rules

Personality Traits:

  • Rebellious

  • Independent

  • Fearless

Brands: Auto/motor, construction, body art


Meet VA.

VA is rebellious, independent, and fearless.

She is constantly challenging the status quo and always makes thought-provoking, yet bold statements at the dinner table.

VA is admired for her audacity and fearlessness and embraces the spirit of adventure - breaking free from conventional norms.

Virgin Atlantic - Outlaw Brand Archetype

5 / Magician

Goal: Make dreams come true

Personality Traits:

  • Mysterious

  • Alluring

  • Transformative

Brands: Entertainment, tech


Meet Disney.

Disney is imaginative and magical, yet rooted in family.

He loves to tell enchanting stories, create lasting memories, and bring joy to people of all ages.

He is admired for his warmth and kindness, and his natural ability to transport others into a world of wonder and fantasy.

Disney fosters connections and inspires dreams, making life feel a little more magical.

Disney - Magician Brand Archetype

6 / Hero

Motivation: Risk & achievement

Personality Traits:

  • Strong

  • Courageous

  • Determined

Brands: Sports, outdoor equipment, etc.


Meet Nike.

Nike is energetic, ambitious, and motivating.

She values performance, innovation, and personal growth - and is always inspiring others to reach their full potential.

In her everyday life, you can expect Nike to be active and passionate about her sports and fitness.

She is always pushing boundaries and encouraging others to embrace healthy, determined lifestyles.

Nike - Hero Brand Archetype

7 / Lover

Goal: Inspire love

Personality Traits:

  • Romantic

  • Passionate

  • Intimate

Brands: Cosmetics, jewelry, fashion


  • Kay Jewelers

Meet Kay.

Kay is passionate, alluring, and devoted.

She seeks to make every moment a celebration, cherishing life’s special moments with elegance and grace.

Kay Jewelry - Lover Brand Archetype

8 / Jester

Goal: Bring joy

Personality Traits:

  • Humorous

  • Playful

  • Light-hearted

Brands: Food, Child entertainment


Meet Dunkin.

Dunkin is cheerful, friendly, and energetic.

He values convenience and lives pretty simply.

In his everyday life, Dunkin is admired for being so approachable and witty and is always one to brighten up anyone’s morning.

Dunkin' Donuts - Jester Brand Archetype

9 / Everyman

Goal: To belong

Personality traits:

  • Relatable

  • Authentic

  • Down to earth

Brands: Home / Family, everyday appeal


Meet Levi.

Levi is authentic and relatable, enjoys a casual conversation, cookouts, and get togethers.

He is approachable, genuine, and unpretentious and embraces the importance of hard work.

Levi embodies the American spirit.

Levi's - Everyman Brand Archetype

10 / Caregiver

Goal: To care for and protect others

Personality Traits:

  • Compassionate

  • Empathetic

  • Nurturing

Brands: Healthcare, nonprofit, education


Meet JJ.

JJ is caring, trustworthy, and compassionate.

She values health, safety, and well-being, and is always trying to improve the lives of others.

In her everyday life, she’s dedicated to nurturing others, prioritizing the care of her family, her friends, and her community.

Johnson & Johnson - Caregiver Brand Archetype

11 / Ruler

Goal: Control, create order

Personality Traits:

  • Confident

  • Commanding

  • Powerful

Brands: Luxury brands for cars, jewelry, hotels


Meet Mercedes.

Mercedes is sophisticated, elegant, and exudes a tremendous sense of confidence.

She’s known for her authoritative presence and ability to captivate attention effortlessly.

She embodies strength, grace, and an unyielding drive for success, holding herself to high standards and inspiring others to achieve greatness.

Mercedes-Benz - Ruler Brand Archetype

12 / Creator

Goal: Create something meaningful

Personality Traits:

  • Imaginative

  • Creative

  • Innovative

Brands: Tech, Art/Design, Marketing


Meet Apple.

Apple is creative, innovative and forward-thinking.

He values cutting-edge tech and clean design - and is always thinking creatively about the future.

In his everyday life, Apple is a trendsetter and inspires others with his visionary approach to the world.

Apple - Creator Brand Archetype


As we wrap this up, brand archetypes are a powerful tool to help brands build a deeper, emotional connection with their consumers.

As a recap:

  • There are 12 brand archetypes

  • Each has its own unique set of personality traits and values

  • Brands can use these archetypes to create a more meaningful connection with their consumers

  • When choosing a brand archetype, it's important to consider ideal consumer and the brand's overall goals

So, start by choosing an archetype you feel resonates with your brand and consumer base the most - and build from there.

And lastly, a quick poll:

Which brand would you date?

  • Burt of Burt's Bees - The Warm and Nurturing [Innocent]

  • Google - The Smart, Innovative, and Curious [Sage]

  • Jeep - The Adventurous, Rugged, and Independent [Explorer]

  • Virgin Atlantic - The Rule Breaker [Outlaw]

You can vote for more than one answer.

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