Hacking Human Psychology: The 12 Brand Archetypes Explained

Brand Favorites. You know them when you see them. The ones that feel familiar and welcoming, as if they’ve been your friends for years. They find a way into your heart, no matter what you do to fight it -- so much so that often we don't even try to stop ourselves from feeling this connection towards these brands. But why? What is it about some of these brands that make us love them? 

In this article, we will show you how you can use brand archetypes to create lasting connections with your audience by tapping into their minds and using the psychology behind human bonding.


To help you understand what a Brand Archetype is, we’ll go through the following in this blog post:

What is a Brand Archetype?
The 12 Brand Archetypes
Marketing Strategies Based on Brand Archetype
Combining and Maintaining Brand Archetype


Do you ever think about the message your brand or business is communicating to the public, or how your customers perceive your brand? Marketing is always a tricky task. First, you have to know what the market wants and how they want it! It's not easy by any means. But you can take some of the guesswork out of it if you know which brand archetype you fall into so that you can market to your customers better.

How exactly do you do that? Start by learning about brand archetypes. In this article, we will discuss the importance of appealing to different personality types. We'll be presenting material that offers a better understanding of how people work, what drives them, what their motivations are, and ultimately, how you can lead them to make buying decisions that favor your brand. 


What is a Brand Archetype?

Before jumping right in, let's take a look at the meaning of the archetype. An archetype can be seen as an original pattern or model from which all other things are derived (according to Plato), as well as someone who embodies this type of character. 

In the philosophical sense, an archetype is a "universal idea." The first psychologist to use the term was Swiss psychiatrist Carl Jung. He saw the collective unconsciousness as a source of archetypal images that humans share. Thus, collective unconsciousness is made up of the experiences and memories that all humans have.

Brands typically exist as a collective of their own unique sets of values, mission, and vision. Archetypal branding allows for the expression of behaviors while setting apart brands from the competition so you can focus on what makes yours genuinely stand out--your authentic truth! It also helps with customer attraction because we humans are magnetic creatures drawn towards patterns inherent to our subconscious, which means using them will enable us to craft more robust marketing campaigns than ever before.

When creating your brand's personality, knowing your archetype can help you build a rapport with your audience. This will make them feel like they know your brand even if it's their first time hearing about it and makes it easier for you to get people excited about what you offer.


The 12 Brand Archetypes


The 12 Jungian Archetypes, Image by Wowmakers

There are 12 brand archetypes out there, and they all act differently. They all seem like characters in a fictional story, and that’s good! Why? Because in order to attract potential customers, you need to entice them with your story. Storytelling in marketing is one of the most potent marketing styles out there.

But before you can create a good story, you need to have a good character, right? So think of these brand archetypes as the kind of characters you can choose from.


1. The Creator Archetype

"You can't use up creativity. The more you use, the more you have."


As the name suggests, the creator brand is all about making something from scratch. In other words, they are pioneers and innovators. They are great at designing and inventing new products or focusing on releasing products that help people create. I would dare say that sometimes the creator archetype does not even create something from scratch, but they find revolutionary ways to take a product that already exists and make it better. 

An example is Steve Jobs or Henry Ford. Steve Jobs did not invent the personal computer, but he made it so much more accessible and easier to use. Henry Ford did not invent the automobile, but he created a system to make car production faster and more efficient without sacrificing its quality.

The Creator is always coming up with new ways of doing things and looking for opportunities to innovate in order to give people something that will make them happier or more fulfilled. This person isn't pleased when they're not trying out a new project at work each day. They need creative fulfillment just as much if not more than financial success, so it's essential throughout for this personality type to find a job where there are lots of opportunities for creativity, novelty and innovation; because without these elements, The Creator becomes bored quickly.

Creators often have ideas all through the day - even during meetings - but can be hard to pin down, so they need an open-minded and collaborative work environment.


Brands that Fall Under the Creator Archetype


Tesla is the perfect example of a creator brand. The company was founded by Elon Musk, who is the type that likes to create something new and not just tweak what has already been done. Tesla cars are not just electric cars; Tesla, is the future of transportation. They ease us into a world where we don't need to worry about gas stations or oil changes. 


When thinking of ways to explore and promote creativity as a child, what is every parent's go-to brand? None other Lego, of course! Lego is a perfect example of a Creator archetype because the product itself was built out of innovation. Plus, it promotes creativity in children as well as in adults. If you can dream it, you can build it with Lego!


Google is a Creator archetype because it embraces innovation and creativity like no other company. It's taken the world by storm with its introduction of revolutionary programs such as Gmail, Youtube, Chrome - to name but a few. 

Pixar Animation Studios

Pixar Animation Studios is also deemed to be a Creator archetype because, as is obvious,  it's a studio that breathes (and gives life to) creativity. This company embraces the idea of "Imagineering"; it values artistic merit over financial success and embraces creativity to an extreme degree.


2. The Ruler Archetype

“If I can't have it, you're not going to either."

One of the most potent archetypes is The Ruler. It's not just because they want to control everything; it’s also because they know what works and has been proven time and again over a long time. They require order and power and will not settle for anything less. The Ruler is someone who wants you to follow them because they know what's best for you - a person with an authoritative voice and presence. 

This archetype is naturally dominating, displaying chief-like qualities in their niche. A ruler brand aspires to nothing less than ruling its specific niche, which it suggests might be a goal achievable by all those who want it badly enough. A Ruler brand will ask its subjects - consumers or otherwise - to become rulers themselves with time and effort. 


Brands that Fall Under the Ruler Archetype


This brand is undoubtedly the king of the timepiece niche, with a Rolex watch in itself a status symbol. The logo itself is a crown! Rolex tends to advertise how it makes its watches and who is wearing them. The brand stresses perfection in craftsmanship, which can be seen through their photography of timepieces on usually impeccably dressed models.



This brand is the ultimate ruler for all things speed-related: cars, bicycles, boats - you name it. Sports car aficionados idolize this company's vehicles as the epitome of exquisite power under one's control with an unmatched design aesthetic. Ferrari maintains strict branding guidelines while maintaining a sense of exclusivity by not showing too much about themselves or what they do to outsiders (rule over something but don't reveal anything). 



Gucci has been spreading their creative visions for over 80 years, and they're not afraid to say what's on their mind or call out other brands when needed. Gucci's designs are so iconic; you can spot them from a mile away. Gucci doesn't follow trends or fads; they create their own, and the world follows suit. For many people, Gucci is the ultimate symbol for the quote "you made it.”


3. The Caregiver Archetype

"You are my priority."


The Caregiver brand archetype is someone who wants to take care of you. They want to listen, be there for you, and they want to make sure your needs are met no matter what the cost or time commitment required from them. To them, it is not just about giving you a good service, and it’s also about making sure you are okay in the process of receiving that service. They want to show how much they value your worth and only offer what will bring you maximum joy or satisfaction. 

Caregiver brands often market themselves in a way that makes people feel like the organization needs them so customers can have feelings of purpose - even if all there is really required of them is shopping with the said company at its local store. That may seem foolish, but because this archetype thrives off validation from others (and likes feeling valued), marketing in this type of way helps fuel their craving for approval or appreciation - which then leads to more business deals being made! 


Brands that Fall Under the Caregiver Archetype

The Body Shop 

This brand archetype is all about creating a welcoming environment that helps customers feel comfortable enough to try out new products or nail polishes without feeling pressured into making massive purchases they may not want - this makes the shoppers feel valued as opposed to just another customer line. They also include free samples of beauty products so customers can see them in action before purchasing anything themselves!


Toys R Us 

This toy company is also considered a Caregiver brand archetype because of the programs it runs for kids. They have an in-store story time program where children can read to their favorite storybook characters, as well as other stores that offer reading and craft workshops! 



Although not always advertised this way, Nike has been known at times to be a caregiver type of brand. Take, for example when they created shoes for specific Paralympic athletes or came out with adaptive running sneakers after acquiring Jaybird - which made sure these new styles were more inclusive and ergonomic from every angle. The purpose was not just about selling shoes but making everyone's life better through sport.


Johnson & Johnson

Johnson & Johnson is one of the most well-known and respected brands in its industry. They are known for the care, concern, innovation, and quality that they take with everything they do.

4. The Innocent Brand Archetype

“Everything is going to be ok.”


Innocence is one of the most basic human psychological needs, and it's often what people are looking for when they want to make a purchase. They don't want to be fooled or tricked and are drawn in by the idea that something will be straightforward "like it should be". The innocence that comes with some brands can also offer an escape from reality which is important for many individuals. This archetype appeals to consumers who seek safety, comfort, and protection from harm (in both physical/external environments as well as emotional). 

The innocent brand archetype is often what people are looking for when they want to make a purchase. They don't want to be fooled or tricked and are drawn in by the idea of something being straightforward "like it should be.” The innocence that comes with some brands can also offer an escape from reality, which is vital for many individuals. 

People who are drawn to this archetype want a company that's honest, trustworthy, and open. They would rather be marketed in ways that feel natural and genuine than ones that seem like they're trying too hard. The term "innocent" is meant as a metaphor for the purity of products or services offered by companies within this category. 

You can see the typical features of innocent brands: ingredients that are familiar (and often organic), natural-looking packaging which is comfortable and casual in style, products with fresh scents or aromas; these all create safe spaces where you're sheltered from what could be harmful outside forces.


Brands that Fall Under the Innocent Archetype

Lush Cosmetics

Brands like Lush Cosmetics offer consumers a childlike fantasy world full of color and indulgence as well as simplicity--you know exactly what's in store before you walk through those doors.


This cosmetics company is another example of an innocent brand archetype because these businesses are in the business to make people happy and provide a way for them to escape from their everyday reality. One such advertisement is one where they provided a sense of calmness by showing that it was ok not to have perfect hair, skin, or manicure while also providing self-care products like bubble baths and body scrubs so you can feel your best! 


The Innocent Drinks Company

The Innocent Drinks company is a perfect example of this archetype. They're famous for making delicious fruit drinks but don't let its simplicity fool you: much research has gone into getting just the right balance between sweeteners and acids as well as maintaining ingredients with no artificial flavors, colors, or preservatives so all-natural goodness flows through.

They are all about simplicity and honesty, with their slogan being "Real Fruit Smoothies.” With fruit as the only ingredient added to these drinks, they offer consumers an escape from products that contain unnatural ingredients or preservatives.


T-Mobile is an example of the Innocent archetype. They are a mobile carrier that can be seen as trustworthy, honest and reliable. Their branding also reflects their innocence by using picturesque scenes in their advertisements that portray family life and happiness while offering low prices for high-quality service. 

T-mobile knows how to appeal to its target demographic because they provide great customer service and there is never any hidden fees associated with them which makes you feel like you're getting something good for your money when in reality many other companies make more profit off of having customers pay hidden costs upfront or over time rather than via monthly rates; this distinguishes them from others who have lost sight of what really matters: people being happy! 


5. The Sage/Wisdom Brand Archetype

“Walk with those seeking truth.”

This archetype drive is truth, wisdom, and enlightenment. These companies are marketed in ways that offer a deep insight into their products or services as well as provide an opportunity for personal growth. 

This brand archetype is driven by the desire for truth, wisdom, and enlightenment. These companies seek to be marketed in ways that offer a deep insight into their products or services as well as provide an opportunity for personal growth. Imagine Professor Dumbledore from the Harry Potter series; he is a sage and his school offers students the chance to learn about magic, their abilities, and what it means to have pure intentions.

Brands that Fall Under the Sage Archetype

National Geographic

National Geographic provides deep insight into the world and how it works. Their mission is to share knowledge with others so they can learn more about their planet. They also offer a chance for personal growth by giving access to travel, science, history, adventure stories or you name it! All while staying true to what makes them unique as educators.

The Wall Street Journal

The WSJ offers readers an in-depth analysis of business news from around the globe. Its goal is "to provide intelligent coverage that helps our audience make sense of events." They offer their clients the opportunity to find wisdom in everyday life through editorial content and financial information that connects them with what's happening across the world. This includes things like stocks, currencies, bonds, and commodities markets - all of which help people grow wiser and smarter when it comes time for their own investments. 

Rosetta Stone

The original Rosetta Stone is the key to understanding Egyptian Hieroglyphics. The goal of the company using the same name is to make it possible for people around the world to learn a new language.

When someone hears about Rosetta Stone's goal of making languages accessible at all times - they are intrigued. That intrigue drives their website traffic and word-of-mouth marketing which will end up providing more customers over time.


6. The Explorer Brand Archetype

“The sky's the limit!”

In a world that is changing every day and where there are infinite possibilities, the explorer archetype represents one who thirsts for exploration. They want to try new things, be innovative in their approach, learn more about what's out there and go beyond borders. Guided by curiosity, the explorer archetype often jumps into new projects quickly and always thinks about what's next. 

However, sometimes the explorer can be impulsive, lose focus on the task at hand and end up not finishing what they started.

Common Characteristics of the Explorer Archetype include:

  • Hungry for change, risk-taking behavior, need to feel engaged with their work or they will get bored quickly.
  • Desire experimentation in order to learn and grow as a person.
  • View themselves as explorers of uncharted territory -- constructive criticism motivates them rather than discourages them.

To embody this archetype brands should create an environment that feels like it's full of endless possibilities.

Brands that Fall Under the Explorer Archetype


This video camera brand has long been an embodiment of extreme sports, what with their shock proof, water-proof and pressure resistant camera cases. The videos it produces are of high-quality, and can be edited to slow motion to enhance the drama of the activity.


Lonely Planet

This publishing company started out as an elusive destination for travelers looking for fresh experiences abroad. They have now grown into a popular resource, connecting curious minds with new adventures all over the world.


North Face 

This is a company that embodies adventure in its product lines. They are always pushing boundaries to provide their consumers with the newest and most innovative gear for exploring new frontiers. One of many examples is one of their jackets, which has been proven to keep someone dry through any extreme weather condition. 

The North Face also provides outdoor enthusiasts with maps, guides, and inspirational stories about different people who have accomplished great feats on expeditions all around the world--anyone can be an explorer.


7. The Rebel Brand Archetype

“I rebel; therefore I exist.”


The Rebel archetype is a free spirit who doesn't want to conform. They're drawn towards uniqueness and are constantly looking for new ways of doing things that haven't been done before- they don't like conforming or following the rules unless they make sense to them. Rebels can be seen as controversial, but their rebellious attitude also gives people something fresh to think about. 


They like challenging the status quo, which means that they're also willing to take risks in order to produce something new or different. They don't want people following the crowd, but being themselves and choosing their own path- a truly authentic experience.

Rebels are not just bold; they push boundaries by promoting alternative lifestyles and shaking up traditions. 


Brands that Fall Under the Rebel Archetype

Bad Religion

This punk rock band has been known for its controversial lyrics and anti-religion views over the years. They have never catered to any sort of audience; instead, they've always stayed true to themselves. I like how Bad Religion promotes being yourself without worrying about what society says you should be. They're unapologetic about who they are.


Short for Music TV, this network was a challenger of sorts. It let artists and their music videos be shown on TV, which had been unheard-of before MTV came along. This channel became wildly popular by giving people what they didn't even know that they wanted!

Levi Strauss & Co.

Although this is a clothing company, they're considered outlaw because of their association with the counterculture movement in America. They challenged social norms by marketing to younger audiences and presenting provocative ads that were controversial for their day- and still are today.


Since their beginning, they've always been a rebellious company pushing for something new in the skateboarding industry- from graphics to products. They're never afraid of doing something different or challenging the norm because they live up to their name: "Supreme.”


8. The Magician Brand Archetype

"You never know what you're going to get."

This archetype is all about  pulling a disappearing act. It's not like the outlaw brand, which pushes for something new or different- quite the opposite! This type of brand might market heavily at first but then quickly disappear from your radar and into thin air.

The magician archetype is all about pulling a disappearing act. 

The magician archetype is not only about pulling disappearing acts, it also speaks to the power behind self-improvement. With this level of skillful manipulation comes great responsibility! The Magician’s goal is nothing less than personal transformation: leading you on an adventure from which you come out better for having traveled there.


Brands that Fall Under the Magician Archetype


This popular body spray uses its mastery of human psychology to reinvent the way you feel about yourself. Axe knows that barely perceptible changes in your own behavior will have surprisingly big impacts on other people's perception of you - so they develop a variety of products, each designed to make you more attractive at every stage in life and to fit any situation. 

The brand’s ads themselves are like a magic spell -- spray Axe on your body and watch the ladies fall head over heels for you in an instant.

Walt Disney World Resort 

Famous for its immersive theme parks, it is evident that this company exudes the magician archetype, with its ability to create a world of happiness and imagination. The company embodies these goals by always striving “to inspire dreams in children around the world so that we can help make wishes come true.


Coca-Cola Company

While you might think that this brand falls under archetypes, it actually is a magician-type: it does not have any long-term goals, but instead wants to produce short-term happiness. 


9. The Hero Brand Archetype

“We won't give up until we find a way.”


The Hero is the person who always jumps in when there's a problem or challenge and isn't afraid of hard work. They're often called on for help by friends because of their willingness to take on any task that will make life easier for others - even if it takes time away from themselves. The Hero needs a workplace where people are working towards shared goals, as well as being able to offer support during challenging tasks; both will give them the satisfaction they crave while helping those around them feel less alone through tough periods. 

Hero types can also be found in positions like doctors, nurses or psychotherapists because these jobs require someone who has empathy. They are the ones that will never give up on what matters most - no matter how hard it gets. 

When it comes to brands, the Hero archetype is all about the ultimate effort, sacrifice and heroism. It's not uncommon for Heroes to take on a cause or an opportunity in order to make some sort of difference.

This type of company will always have a mission that embodies everything they do, and this trickles down into their products and services. The motto of this archetype is that their company wants to do more for you than just help you, they want to change your life. 


Brands that Fall Under the Hero Archetype

J.J. Watt Foundation 

The JJWTF is a nonprofit organization that believes that getting kids involved in athletics will help them learn important character traits such as accountability, teamwork, leadership, work ethic and perseverance; while at the same time providing both safety from bullying or other dangers they might face during their formative years.


TOMS Shoes

The brand was created by Blake Mycoskie who wanted to start a company where he could help other people through business while making the world just that much more beautiful at the same time - so he came up with an idea for giving shoes away for every pair sold. 



FedEx is another company that has a brand archetype of the hero. Right now, the company is even doing its part in helping curb the effects of the pandemic by delivering COVID-19 vaccines to various locations around the world. Have a look at this marketing campaign during the current crisis:



10. The Lover Brand Archetype

“Beauty, quality, passion and luxury.”


Sensuous and emotive, the Lover archetype is characterized by a passionate personality that values beauty. They have intimate conversational skills which make them ideal for marketing luxury goods or services to other high-end consumers like themselves.

They are the most expressive of all brand archetypes because they're always in search of new adventures and pleasure whether it be good food, travel destinations, clothes - anything will do as long as there's something new about it! This type of person loves beautiful things on every level from stylist to architecture: everything must be aesthetically perfect; this includes people too. 

Lover brands are companies that focus on creating and providing a product or service to people's emotional needs. They do this by tapping into their customer's desires, wants, passions, and even fear of being unwanted and unloved through innovative marketing campaigns. 

Customers of lover brands are intensely loyal to them and have a strong emotional tie that drives their purchase decisions. Having a solid sense of identity, these brands often pride themselves on being authentic and original. The lover brand archetype is challenging, to master, but when done right, they can reap sweet rewards. Brands that fall under this archetype are usually high-end, luxury products.


Brands that Fall Under the Lover Archetype


Hermès is a luxury brand recognized for its high-quality leather goods like handbags or wallets. It's been around since 1837 in Paris France making it an iconic staple brand among lovers who want to purchase products with longevity instead of disposability.


Victoria's Secret

Victoria's Secret is a very well-known lingerie company that has been around since 1977. With its motto being "sexy" and "all about the woman," it appeals to those who want an intimate experience with their clothes, including what they wear under them!


Trump International Hotels

The iconic Trump International Hotel, with its lavish decor, was the first in this genre to tap into the American consumer's love affair with all things luxurious. 


11. The Jester Brand Archetype

"Comedy is telling real stories in an unreal way."


Jester brands have a knack for exposing the truth with just one joke, and this is why they're perfect for even serious businesses. Witty and informative Jesters know that there's no harm in making light of important topics to get people thinking about them more deeply - after all, what better way than jokes?

The jester brand archetype is a little tricky to master, but when done right, it can create an emotional tie that drives purchase decisions. These brands are often on the more comedic side of things and have mastered the art of telling stories through various media channels such as TV shows, films, or YouTube videos. 


Brands that Fall Under the Jester Archetype


This website releases content that can be humorous and informative. The goal is to keep their audience engaged and entertained.

Old Spice

This male bodyspray brand thrives in the Jester archetype because of their clever, and sometimes embarrassing videos. They make fun of the things that guys do to be manly in society and it has been hugely successful. The brand is not afraid to make fun of itself, making its commercials hugely successful, drawing more audiences through viral videos.


The Onion

Known for its satirical articles, The Onion is an American institution for a reason - not only does the content resonate with people but it's hilarious to boot!

These companies make light of important topics in society, which can be helpful at times. They are also fiercely intelligent and witty which makes them unique from other brands within this archetype as well. Jesters typically have personality traits such as being playful, creative thinkers who enjoy making others laugh or think about serious issues more deeply. 


This candy brand's promotional materials are filled with quirky humor and they are always releasing new, fun flavors. Their commercials have people laughing at all the weird things they show.


12. The Regular Guy (Everyman) Brand Archetype

"If you're not having fun then we're doing something wrong."



The Regular Guy brand archetype is the most down-to-earth and unassuming of any. It’s “just your average Joe, doing his thing with a sense of humor about himself" that resonates well with people who are looking for an antidote to big business or flashy ads. 


This brand archetype is about connecting, fitting in, and being a part of the larger community. These are brands that want to create meaningful conversations by talking about topics people care about- sometimes these can be conversations about getting engaged or discussing issues like the presidential election. The essence of this archetype is the idea that through this brand, people are a part of something larger.  

These brands may not be getting millions of views like Pepsi or Nike but instead are building relationships one customer at a time. They know because people want to feel included they need to make them feel included by talking less about themselves and talking to them. 


Brands that Fall Under the Regular Guy Archetype


This brand is all about making a space your home with affordable, yet stylish furniture. They don't try to be flashy by highlighting what they offer- rather the focus is on you and how you can make it work in your own environment

Dollar Shave Club 

Dollar Shave Club is all about providing a quality product at an affordable price. Through their clever ad campaigns, they have become one of the fastest-growing companies in recent history


This coffee company is considered an Everyman brand archetype, especially with their comfortable living room theme that encourages their customers to kick back and relax inside the coffee shop as if it was part of their home.



A little bit of everything - this is what makes Amazon an Everyman brand archetype.  They offer everything from groceries, clothes, and electronics. They want to make sure they're providing what you need without any fuss or fanfare while providing you your much-needed outlet to share your experiences of the products you purchased from them.


Marketing Strategies Based on Brand Archetypes

Now that we have a clear picture of the 12 types of archetypes, we can start to think of approaches for marketing them. It's important to remember the archetype when it comes to creating ads so you won’t lose your sense of “self”, causing you to look unauthentic to your target audience.


Marketing Strategies for Creator Brands

  • Innovation: Creator Brands leverage their audiences’ imagination and their desire to create and innovate. Creators are the ones who have a constant need for change, whether it be in product or marketing strategy. They crave new challenges with every chance they get! 

  • Fresh: Creator brands need a constant influx of fresh ideas and creativity. It needs to be appealing, innovative and more importantly... different than what the competition is providing. These innovative companies should inspire their customers towards newness, creativity, and self-expression. It's so important to provide your customers what they want: fresh ideas!

  • Unique: Creators are all about bringing their unique point-of-view towards everything they do, which can come in many forms: starting with product development or marketing strategy; it could also mean their employees’ work ethics. As an example, companies like Google would never run traditional ads because they thrive on being cutting edge and challenging the status quo!

  • Think outside of the box: Challenge yourself daily with tasks that will make your brand better tomorrow than it was today.

If you are selling a product that's geared towards the creative types, then use models or influencers who have an artsy vibe. You could also do something like show your products in paintings and sketches to appeal to this type of person.



Marketing Strategies for Ruler Brands 

  • Dominance: The marketing strategy of a Ruler brand should focus on demonstrating dominance over competitors while maintaining an air of authority at all times. It’s important that these brands make clear what sets them apart from other contenders without coming off too arrogant but rather confident and knowledgeable about the products they sell or services.

  • Monitor the competition: With many brands in a niche, competitive awareness is key to success. You don't want to get left behind or miss out on something that could give you an edge over your competitors.

  • Find and nurture influencers within your niche: It's not just about what you do - it's also how well you can promote yourself as a powerful brand through others who are respected by those in your industry or field of work. Make sure that whatever they say reflects positively onto you too!

  • Create exclusivity: Ruler brands never reveal anything about themselves so make sure if people know where you live, what car you drive, etc., then this will be seen as a weakness (rule over something but don't reveal anything).


If you have a product or service that is geared towards providing leadership, then use leaders as spokespeople. This could be figures like celebrities, athletes, or CEOs. For example, GE Capital might use a famous politician or an athlete as its spokesperson.



Marketing Strategies for Caregiver Brands 

  • Be sensitive to the needs of your consumers and try to think of creative ways you can help them. 
  • Relate your products or services back to one's desire for safety, comfort, and protection from harm (in both physical/external environments as well as emotional). 
  • Use adjectives that evoke these feelings: reliable, caring, comforting.

If you have a product for the caregivers, use models depicted as compassionate and loving. You might also do something like show your products to babies or children to appeal to this type of person.



Marketing Strategies for Innocent Brands 

  • Honesty: Some marketing strategies for innocent brands is to be honest about what you're selling and why consumers should buy it. Whether they are buying into your story or just the product itself, make sure that there is a reason behind every purchase!

  • Recognizable visuals: Another strategy would be using recognizable visuals like packaging designs and logos so people can recognize them easily as well as give potential customers more of an idea of how much they will spend before actually purchasing anything. 

  • Real people: Share the stories of real people in your campaigns. Showing customers that they are not the only person who feels this way or has these struggles can help to connect with those consumers.

For this type of brand, show models who look innocent and pure. You could do something like use a model with an angelic face or draw the eyes as teardrops to appeal to this type of person. 



Marketing Strategies for Sage Brands 

  • The Learnings: Promote the education, enlightenment, wisdom or truthfulness of your product or service. 

  • Promote growth: Provide information that is accessible to all people in order for them to grow as human beings. 

  • Make it simple: Share knowledge without making it too complicated so everyone can understand - even if they don't own Rosetta Stone products themselves!

  • Be part of the community: Sage brands promote community through their message because there's always something more to learn from one another. Once someone understands this concept on how Sage brands work - then they're hooked into buying whatever products/services these companies offer long term.

  • Improve your storytelling: The sage archetype also has one vital customer engagement tactic: storytelling. Sage brands know that if you want people engaged with your brand then tell them an engaging story! 

This type of brand is all about wisdom and intelligence. You could have models that wear glasses or show them in a library setting to appeal to this audience. Brands like these use the smartest people as spokespeople, so you might want to do something with celebrities who are well known for their analytical minds. This type of brand is all about wisdom and intelligence. 


Marketing Strategies for Explorer Brands 

  • Travel: You should be out exploring the world and getting people excited to come along for the ride. 
  • Show explorations: Show off your adventures so that it encourages others to go on their own explorations.
  • Different cultures: Encourage those who are curious about other cultures or different lifestyles by inviting them in even if they're a little hesitant at first, this will get you tons of attention from all over the world!
  • Show something exciting, like being under the ocean waves or showing someone cliff jumping. Anything exhilarating and can encourage adrenaline to flow.

Companies that are into exploring new things will likely want to use models who show off their sense of adventure and ability to keep up with anything. You could have a model in the wilderness or on an open plain, looking at something they found during their exploration.




Marketing Strategies for Rebel Brands 

Brands that advertise themselves as outlaws usually aren't very focused on marketing because of their unconventional nature; however, this doesn't stop them from trying alternative ways for reaching out to customers. 

  • Sponsoring social events such as Burning Man or SXSW to reach a younger demographic that is more likely to be interested in these types of activities.
  • Using guerrilla marketing tactics, like posting hidden messages on billboards and street signs with their logos to grab the attention of passersby.
  • Producing content that's edgy enough for your target audience.

This type of brand is all about breaking the rules, sometimes playing dirty, and being rebellious. Models should be tough-looking with tattoos or piercings. You could also do something gritty that shows an environment where these people would thrive, like a bar or street scene.


Marketing Strategies for Magician Brands 

In order for this archetype to work well with an audience, it needs two things: physical presence (whether online or offline) and omniscience. Here are marketing tactics that can help magician brands capture audiences:

  • Have a physical presence at events, conferences, trade shows, or other places where you're sure to find your target audience.
  • Create an online marketing campaign that is so all-encompassing it feels like they know everything about their customers (even if they don't). 
  • Make promises--big ones! If you can make them sound believable then even better.

A good way to approach a magician brand is to add a bit of magic. Have a model do a few card tricks or show how they pull an item out of thin air to give people something exciting and eye-catching to look at.



Marketing Strategies for Hero Brands

  • Celebrate the brand’s mission with a compelling story. This type of company will always have a mission-driven angle with an inspiring story at its core. At the core of their story is the idea of being able to do something that will change people's lives.  

  • Provide the best customer service. Find ways to live your purpose every day by excelling in service and quality. Be unafraid to go that extra mile and never give up on what's important. 

  • Involve the community in the journey. They want you to feel as if they're offering you a chance for your life to be better and more fulfilled.

  • Inspire your audiences, making them feel as if they too, can be heroes.

  • Don't shy away from sharing your brand's accomplishments with the world. Celebrate your milestones, and don't be afraid to share how you helped other people on their journey.

Hero brands are all about being a champion for the people. Models should be smiling with their arms open wide, looking like they're ready to give someone a hug or high-five. The marketing should include people doing courageous, brave, or selfless acts. The models are reacting to something that's happening in life with their sense of nobility or courage.


Marketing Strategies for Regular Guy Brands

  • Inclusivity: Being inclusive and not flashy or over-the-top. Talking to people about issues they care about. Humor is a key component of this archetype which helps give it the everyman quality that resonates so well with audiences looking for an antidote to big business ads. 
  • Conversations: They are typically trying to create conversations around topics their customers care about rather than just shoving products down one's throat in hope of making the sale. And most importantly they want you as a customer on board because these brands know if you feel included then chances are you'll become loyal and want to buy from them again.
  • Connection: This archetype focuses more on creating connections with people than just trying to sell something because they know that long-term relationships will win over short-term sales any day. 

If your brand is associated with providing a service or product to the masses, then you can promote that by using recognizable faces of people who are like everyone else. For example, if Target were marketing their home line of products in a women's magazine, they might use everyday mothers and fathers as models. 



Marketing Strategies for Jester Brands

  • Use humor to make your point. To get more serious insights into topics of importance Jester brands use fun metaphors or analogies to help explain things without getting too heavy-handed about it.
  • Be creative and entertaining with your content. Witty responses on social media platforms can only go so far - what better way than jokes? 
  • Focus on the things that are different than other brands in this archetype.
  • Don't be afraid to make fun of yourself.

The marketing for a jester archetype brand should be light-hearted and energetic. The models are smiling, dancing, or doing something silly in the photo. It should be your goal to make the person on the other end of your marketing material smile. 



Marketing Strategies for Lover Brands

  • Create a sense of luxury with the use of rich materials like cashmere or silk. 
  • Use sensual scents to create an atmosphere that is alluring and inviting. 
  • Package products beautifully but don't forget about function! It's important for lover brands to make their products work well because quality is important to them.
  • Consider using pictures of models/celebrities who are desirable such as (think Audrey Hepburn or Marilyn Monroe) which will appeal directly to this type of customer base.
  • Create a sense of exclusivity.

A lover brand should approach its marketing efforts with a romantic and sexy tone. The models should look as though they are enjoying themselves or the product.



Combining and Maintaining Brand Archetype

A brand can have two archetypes; the main and supporting. Your company’s true personality is found in your Main archetype. The different types of archetypes can be intertwined. 

For example, Starbucks’ main archetype is one of the explorers. They want their clients to explore different kinds of coffee flavors and express their individuality by adding personalized cups of coffee for each client. On the other hand, the second archetype of Starbucks is the one of Regular Guy, because it invites their clients to connect. It invites people to gather, to belong, and this is the core of the Regular Guy archetype.

It is important to not fall into the trap of wanting to incorporate all types of archetypes to satisfy various people. This approach will only make your marketing plan confusing and ineffective. And so will your customers get confused! When you have a clear goal and understanding, creating the visuals needed for marketing campaigns that effectively portray your message will be easier. It is just the first step of a long process, but it will help you avoid some painful mistakes. 


Final Thoughts on Using Brand Archetypes

Brand archetypes are a useful tool for marketers to use in order to better understand the overarching goals and qualities of their product, as well as which marketing strategies will work best. The twelve brand archetypes each have different strengths that you can capitalize on depending on your business model. 

No matter which archetype you choose to use, remember that all brands need to have a personality of their own. To convey your brand's "authentic self" stick to your archetype (or your archetype combinations) and you'll surely attract the right customers for your products.

Time to apply the right branding to your native advertising campaigns! If you're managing ads from more than one native ad platform, make your life easier and sign up with us. If you need help, send us a message at love@brax.io.