Posted On 29 Mar 2023
Marama Carmichael

Have you ever connected with a specific brand in a deep and authentic way? Well, most successful brands know the secret to standing out from the crowd is to develop an emotional connection with their customers.

For that to happen, brands implement specific archetypes as part of their brand personality in their overall outlook. In this post, we look at the common archetypes successful businesses use and how they benefit from them.

What are Brand Archetypes?

A brand archetype refers to a series of brand personality types derived from various human values and desires. The term originated from psychologist Carl Jung who believed that humans related better to specific personas and forms of nature.

In business, brands use archetypes in their mission, vision, and values to build an emotional connection with their target audience. Here are 12 archetypes big brands use today to create brand personas that appeal to their customers:

The Innocent

Brands using the innocent archetype exhibit honesty, optimism, and happiness. They avoid ill will towards others, focus more on the fun and wondrous aspects of life, and try to spread the same feeling to their customers.

The Sage

Brands in the sage archetype focus on wisdom and knowledge as lifelong virtues. They aim to change the world by empowering audiences through collecting and sharing valuable information. These brands often make great industry leaders and mentors.

The Creator

Creator brand archetypes have the desire to create products and experiences that provide value to customers. They aren’t afraid to push boundaries in terms of creativity and design and empower others to do so too.

The Jester

Brands under the jester archetype believe in deriving joy and humour from every situation and aren’t afraid to sound mischievous in the process.

The Magician

Magician brands are visionary and spiritual. They focus on turning dreams into real-life experiences and like to amaze their audiences through unique and mystical experiences. They also value knowledge and prefer to share it with the world.

The Ruler

Ruler archetype brands are dominant and like to seek power and control. They enjoy setting rules and expect audiences to adhere to them. Ruler brands are also trustw