• Ssemujju Lewis E

Brand Archetypes: What Are They And How Can You Find Yours?

You have found yourself consuming a product or service from a particular company more than once. We have a transactional relationship with these companies and invoke emotion to get us locked in. They use a strategy for an effective brand building called adopting a brand archetype.


What are brand archetypes?


Brand archetypes are derived after Psychologist Carl Gustav Jung's 1919 outline of 12 personality archetypes. He summarized that that humans use symbolism to more easily understand complex concepts. Much as people may exhibit different characters, there are characters about them that would remain outstanding and consistent.

There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time, as individual products of the unconscious.

The consistent and unconscious traits will govern the nature of consumerism for many. He called these traits brand archetypes, and companies are always looking at these to determine and define their audiences.


The 12 Brand Archetypes

According to Carl Jung's archetypes model, the four consumerist groups are categorized by different motivators. The motivations for the Lover, Everyman and Jester are togetherness, having a good time and pleasure. The Hero, Outlaw and Magician are driven by mastery and taking risks and want to be known for greatness. The Explorer, Innocent and Sage are looking for individuality and satisfaction. The Caregiver, Ruler and Creator, stability and control are the basic motivations.



We explain them below to help you identify the perfect audience for your business.


Here are the basic human desires that each match with a specific archetype;

  • LIBERATION - THE OUTLAW

  • POWER - THE MAGICIAN

  • MASTERY - THE HERO

  • INTIMACY - THE LOVER

  • ENJOYMENT - THE JESTER

  • BELONGING - THE EVERYMAN

  • SERVICE - THE CAREGIVER

  • CONTROL - THE RULER

  • INNOVATION - THE CREATOR

  • SAFETY - THE INNOCENT

  • UNDERSTANDING - THE SAGE

  • FREEDOM - THE EXPLORER


1. The Magician

Abracadabra! Make something out of nothing. Make dreams come true. Here, reality steps out of the door, and imagination comes in through the window. They are delighted when Aladdin is singing "A whole new world" and flying on a carpet with Princess Jasmine.

Examples of brands understanding this: Disney, Coca-Cola (Holiday Season).



2. The Outlaw

The most famous outlaw in history should be Robin Hood. The fight here is for liberation and being free. Whatever the status quo is, the rebels are here to disaffirm its relevance and disrupt everything.

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


3. The Hero