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.
Brands:
Strong values around trust, reliability, honesty, morality, simplicity
Industry:
Beauty
Skincare
Fresh foods
Example:
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.
2 / Sage
Goal: To help the world gain wisdom
Personality Traits
Wise
Insightful
Knowledge
Brands: News, Schools, Consultancies
Example:
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.
3 / Explorer
Personality Traits:
Adventurous
Daring
Curious
Brands: Auto SUV brands, outdoor equipment, adventure travel
Example:
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.
4 / Outlaw
Goal: Break the rules
Personality Traits:
Rebellious
Independent
Fearless
Brands: Auto/motor, construction, body art
Example:
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.
5 / Magician
Goal: Make dreams come true
Personality Traits:
Mysterious
Alluring
Transformative
Brands: Entertainment, tech
Example:
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.
6 / Hero
Motivation: Risk & achievement
Personality Traits:
Strong
Courageous
Determined
Brands: Sports, outdoor equipment, etc.
Example:
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.
7 / Lover
Goal: Inspire love
Personality Traits:
Romantic
Passionate
Intimate
Brands: Cosmetics, jewelry, fashion
Example:
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.
8 / Jester
Goal: Bring joy
Personality Traits:
Humorous
Playful
Light-hearted
Brands: Food, Child entertainment
Example:
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.
9 / Everyman
Goal: To belong
Personality traits:
Relatable
Authentic
Down to earth
Brands: Home / Family, everyday appeal
Example:
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.
10 / Caregiver
Goal: To care for and protect others
Personality Traits:
Compassionate
Empathetic
Nurturing
Brands: Healthcare, nonprofit, education
Example:
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.
11 / Ruler
Goal: Control, create order
Personality Traits:
Confident
Commanding
Powerful
Brands: Luxury brands for cars, jewelry, hotels
Example:
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.
12 / Creator
Goal: Create something meaningful
Personality Traits:
Imaginative
Creative
Innovative
Brands: Tech, Art/Design, Marketing
Example:
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.
Takeaway:
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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