March 13, 2021

What is Your Brand Archetype? (The Answer Might Change Everything!)

Big or small, every business deserves a brilliant brand. These templates will get you there! Find out: What is your Brand Archetype?

You have a logo. And a website. And maybe some sweeeeet packaging. But what is your Brand Archetype?

“Brand arche-WHAT?” you ask. Honey. Lemme help you.

Brand Archetypes = Brand Personas

A Brand Archetype is a fully-developed persona for your business.

“But I’m just a solopreneur. Why do I need a Brand Archetype?”

It doesn’t matter if your business employs 500 people, five people, or just you. If you want your company to succeed for the long-haul, it needs what everyone needs:

A purpose, a strategy, a message, and some healthy boundaries.

Otherwise your business (and you!) will burn out.

A bright red flame icon represents the burnout entrepreneurs can face when they don't have a grounded brand.

Brand Archetypes help you stay focused, effective, communicative, and energized!

Your Brand Archetype informs every aspect of your business, from the products you offer to the way you communicate with your customers.

Every business and personal brand should be rooted in a Brand Archetype.

The good news? Most of this work has already been done for you!

There are 12 Brand Archetypes to choose from, and they’re all based on familiar characters that your audience already knows and relates to!

What are the 12 Brand Archetypes?

What are the 12 Brand Archetypes? This brand archetypes wheel reveals them all: Rebel, Magician, Hero, Lover, Jester, Everyperson, Caregiver, Ruler, Creator, Innocent, Sage, Explorer

The Brand Archetypes list includes 12 distinctive personas:

Just as your Myers-Briggs type, Enneagram number, or Zodiac sign indicates something about you, each archetype embodies a unique set of characteristics.

And that makes Brand Archetyping FUN. (It’s totally okay to have fun with this, even if your brand archetype turns out to be stodgy and miserable.) (That won’t happen.) (Promise.)

Are you ready to discover your business’s Brand Archetype?

Let’s do this!

Red sparkly stars representing the Legacy brand archetypes

We’ll start with the Legacy archetypes:

The Rebel, The Magician, and The Hero

Scroll back up a smidge and check out the Legacy quadrant of the Brand Archetypes wheel. Do you see The Rebel, The Magician, and The Hero?

These Legacy archetypes are driven by the desire to leave a legacy and make their mark on the world!

Our first Legacy archetype is…

#1: The Rebel Brand Archetype

What is your Brand Archetype? The Rebel

Is your Brand Archetype The Rebel?

  • Have you ever been advised to “tone it down”?
  • Is your brand motivate by all things brash and bold?
  • Does your brand relentlessly chase chances to defy the status quo?

Rebels are the ultimate non-conformists.

Rebel brands thrive on the edge of what’s culturally acceptable, and you’ll find tons of Rebels working in fields that involve:


A Badge for The Rebel Brand Archetype

The Rebel’s purpose:

Rebel brands promise revolution and liberation. The Rebel is often seen as a disruptor—maybe even a trouble-maker. But Rebels earn respect for unapologetically offering radical alternatives to more conventional products, services, and ideas.

The Rebel’s strategy:

Rebel brands build their strategy around disruption. Dare to be different! Use your voice! Make noise! Stand out! Be a rule-breaker!

Because Rebels reject convention, their followers often demonstrate cult-like devotion to the Rebel brand. Self-identified misfits and revolutionaries feel right at home with a Rebel in the house!

The Rebel’s message:

Rebel messages are aggressively counter-cultural. They resonate powerfully with buyers who share the same passions.

The Rebel needs these boundaries to succeed:

A powerless Rebel is an ineffective Rebel. Maintain your focus, retain your edge, and sustain your community. This is how you’ll succeed!

Need inspiration? Check out these Rebel brands:

Now let’s explore another Legacy archetype…

#2: The Magician Brand Archetype

What is your Brand Archetype? The Magician

Is your brand a Magician?

  • Does your brand have a chameleon-like ability to connect with almost any audience?
  • Is your brand bewitched by the idea of transforming your customers’ lives?
  • Have you been told that your brand empowers happiness or success?

Magicians are transformative.

Magician brands prefer to show rather than tell. You can find Magicians casting their spells in industries like:


A Badge for The Magician Brand Archetype

The Magician’s purpose:

Magician brands promise power—but not the bossy kind. Magicians embody possibility and potential, like the fairy godmother who conjures a beautiful ballgown from scraps of fabric.

The Magician encourages their customers to dream big, because you, clever Magician, make dreams come true!

The Magician’s strategy:

Magicians are the inventors of marvelous moments, so your brand strategy is one of vision and transformation.

With a remarkable fanbase of diverse buyer personas, Magicians somehow manage to make every customer feel special.

The Magician’s message:

Magicians invoke mystical tones when communicating with their audience. Their poetic mastery inspires the imagination and empowers their customers.

The Magician needs these boundaries to succeed:

Knowledge is the foundation of every Magician’s abilities. Maintain your gift through ongoing research and learning, and you’ll always be equipped to deliver transformative products and experiences.

Want to see some examples? Unveil these Magician brands:

The final Legacy brand archetype is…

#3: The Hero Brand Archetype

What is your Brand Archetype? The Hero

Is your brand a Hero?

  • Does your audience consider your brand to be inspiring and brave?
  • Is your brand intolerant of mediocrity?
  • Are you intensely dedicated to keeping your promises?

Heroes may get scared, but they are always courageous.

Hero brands have high standards for themselves, and they won’t give up until those standards are met—even if the work requires great sacrifice.

You’ll encounter Hero brands serving industries such as:


A Badge for The Hero Brand Archetype

The Hero’s purpose

Hero brands promise mastery and quality for a greater good. The Hero is an expert in their field and will fight to defend their principles and fulfill their promises. A Hero won’t let you down.

The Hero’s strategy:

A Hero’s brand strategy is clear: to be the strongest and the most skilled. But it’s not just about winning; it’s about making the world a better place.

The Hero’s message:

Heroes communicate with confidence and competence. The Hero eagerly demonstrates their skill in order to assure customers that they’re in good hands.

The Hero needs these boundaries to succeed:

Weakness and cowardice are the downfall of any Hero. The Hero who constantly trains to stay practically and idealistically strong is ready to conquer any challenge.

Ready for more? Explore these Heroic brands:



U.S. Army

Now it’s time to get to know the Connection brand archetypes!

Red thumbprint symbolizing the Connection brand archetypes: The Lover, The Jester, and The Everyperson

Meet the Connection archetypes:

The Lover, The Jester, and The Everyperson

Revisit the Brand Archetypes wheel and take a look at the Connection quadrant. Here you’ll find The Lover, The Jester, and the Everyperson.

The Connection archetypes are motivated by a desire for close, authentic relationships.

The first Connection archetype we’ll dive into is…

#4: The Lover Brand Archetype

What is your Brand Archetype? The Lover

Is your brand a Lover?

  • Have your brand’s products and services been described as luxurious?
  • Is your brand deeply empathetic and emotionally responsive?
  • Does your brand offer and embody lavish sensory experiences?

Lovers embody intimacy, both with others and with the self.

Lover brands are the most sensual of all the brand archetypes, with sight, sound, touch, taste, and smell leading the way.

You’ll find Lover brands anywhere you can enjoy:


A Badge for The Lover Brand Archetype

The Lover’s purpose:

Lover brands promise intimacy and bliss through indulgent experiences that soothe the senses. The Lover is a passionate connector with a gift for making others feel physically and emotionally desirable.

The Lover’s strategy:

Strategic Lovers know to lean into their sensual side—and how to draw sensuality out of their clients and customers. The Lover’s fans feel like royalty in the brand’s presence.

The Lover’s message:

Effective Lovers create multi-sensory communication experiences. They place equal importance on seductive visuals, soothing sounds, an emotive vocabulary, and indulgent touch and taste.

The Lover needs these boundaries to succeed:

Lovers must avoid appearing simpering or shallow, which only makes them seem desperate. Instead, The Lover should foster moments of romance, beauty, and physical joy. This will endear them to their audience.

Thirsty for more? Fall in love with these sensory Lover brands:


Agent Provocateur


Next up in the Connection series…

#5: The Jester Brand Archetype

What is your Brand Archetype? The Jester

Is your brand a Jester?

  • Has your brand been described as “the life of the party”?
  • Is your brand best known for making others laugh or smile?
  • Does your brand exude positivity and encourage positivity in others?

The Jester’s purpose:

Jester brands promise lighthearted joy and fun-filled memories. The Jester isn’t overly concerned with the future. They live in the moment and invite others to do the same!

If you need a mood boost, you’ll find Jester brands promoting:


A Badge for The Jester Brand Archetype

The Jester’s strategy:

If The Jester brings fun and joy to your life, they’ve done their job. Jesters love to tease and don’t mind being teased right back. In fact, these happy interactions are part of what makes The Jester successful!

The Jester’s message:

Jesters do everything with a wink and a smile. Their communication style says, “Let’s play!” with clever jokes, genius timing, and inviting impulsivity.

The Jester needs these boundaries to succeed:

Jesters need an uplifting community and plenty of interaction in order to thrive. But Jesters can unintentionally alienate their audience if their humor gets too aggressive. The Jester should work on wrangling their impulsivity so it doesn’t become irresponsibility.

Stoked for more? Get the giggles with these Jester brands:

Dollar Shave Club

Old Spice


And our final Connection brand is:

#6: The Everyperson Brand Archetype

What is your Brand Archetype? The Everyman (also called The Regular Guy/Gal or The Everyperson)

Is your brand an Everyperson?

  • Does your brand embody the phrase, “We’re all friends here!”?
  • Is your brand known for being honest? A real “straight shooter”?
  • Does your brand avoid drama, conflict, and sensationalism?

The Everyperson’s purpose:

Everyperson brands promise belonging. The Everyperson wants you to belong; they want your friends to belong; they want to belong. Everybody gets to belong!

You might not notice The Everyperson if you pass them on the street, but they’re there, working in:


A Badge for The Everyperson Brand Archetype

The Everyperson’s strategy:

Everyperson brands earn your loyalty with dependability and integrity. You can count on The Everyperson to be quietly inclusive and offer reliable products and services with a genuine smile.

The Everyperson’s message:

Communication from The Everyperson will never feel showy or elaborate. This brand archetype is essentially practical. They don’t need to make a lot of noise to be heard.

The Everyperson needs these boundaries to succeed:

Everyperson brands can be forgettable if they stay too safe with their strategies and messages. Don’t hesitate to embrace some light humor. The Everyperson should also speak plainly about their simple values, and show plenty of heart without getting political.

Have a moment? Make yourself at home with these Everyperson brands:




Now let’s explore the Order brand archetypes

Red illustration of a bee on honeycomb, representing the Order brand archetypes: The Caregiver, The Ruler, and The Creator. (The Order quadrant of the brand architect wheel is also sometimes called Structure.)

Understand the Order archetypes:

The Caregiver, The Ruler, and The Creator

This quadrant of the Brand Archetypes wheel is defined by Order (or Structure.) The Caregiver, The Ruler, and The Creator work best within proven systems that lead to their desired results.

Let’s get to know this unique series of Brand Archetypes, beginning with:

#7: The Caregiver Brand Archetype

What is your Brand Archetype? The Caregiver

Is your brand a Caregiver?

  • Does your brand emphasize giving over receiving?
  • Is your brand known for being present wherever someone is in need?
  • Do others rely on your brand when they’re struggling or hurting?

The Caregiver’s purpose:

Caregiver brands promise protection and safety. They strive to prevent pain or struggle, and they respond compassionately to people who are already suffering.

You’ll find Caregiver brands on the front lines of these opportunities to help and heal:


Badge for The Caregiver brand archetype

The Caregiver’s strategy:

Caregiver brands require trust in order to serve their audience, and they earn this trust through thoughtfully-developed products and services that protect and heal.

The Caregiver’s message:

Emotionally-charged communication attracts The Caregiver’s audience. Caregivers should craft nurturing, intelligent content that empowers others to live a life of wellness.

Set these boundaries to succeed as a Caregiver:

Caregivers must take care never to cause harm, either with their products and services, or with their messaging. Those who rely on Caregiver brands trust them to deliver comprehensive care without judgement.

Have a moment? Get cozy with these Caregiver brands:

Johnson & Johnson

Kaiser Permanente

No Kid Hungry

This next Brand Archetype is also in the Order group, but it’s VERY different from The Caregiver…

#8: The Ruler Brand Archetype

What is your Brand Archetype? The Ruler

Is your brand a Ruler?

  • Do you prefer exclusivity over a general sense of belonging?
  • Are success and wealth at the top of your priority list?
  • Do others naturally defer to your leadership?

The Ruler’s purpose:

Ruler brands promise control. The Ruler’s clients and customers expect a certain status to accompany their patronage of the brand—and The Ruler delivers.

Rulers are an elite force, and you’ll find them exerting leadership in these high-power and luxury spaces:


Badge for The Ruler brand archetype

The Ruler’s strategy:

Ruler brands demonstrate superiority at every turn, and they want their achievements to noticeably benefit their clients and customers. A Ruler’s dominant presence is aspirational to others.

The Ruler’s message:

Rulers speak authoritatively. They know what they know, and they communicate with assertiveness. The Ruler’s entire essence is steeped in success.

Set these boundaries to succeed as a Ruler:

A Ruler with sub-par products and empty promises won’t remain The Ruler for long! The Ruler should prepare to defend their top-tier status so that other powerful brands don’t overtake them.

Don’t wait. Make these Ruler brands part of your brand lexicon:

St. Regis


Van Cleef & Arpels

The final brand on the Order spectrum may surprise you…

#9: The Creator Brand Archetype

What is your Brand Archetype? The Creator

Is your brand a Creator?

  • Are you driven to craft products and services that innovate and inspire?
  • Could you describe your work as “art with a purpose”?
  • Do others respond to your brand with awe and enthusiasm?

The Creator’s purpose:

Creator brands promise innovation. They’re known for their originality in both form and function, and they value the process as much as the outcome. You’ll find Creators leading the way in industries such as:


Badge for The Creator brand archetype

The Creator’s strategy:

Creators seek innovative solutions to real-world challenges. They often fulfill needs their audience didn’t even know they had until The Creator introduced the new product or service!

Think about Apple inventing the iPad. No one wanted a tablet computer—until it existed.

The Creator’s message

A Creator’s audience tends to eschew traditional advertising, so The Creator communicates with the same level of innovation that they invest into their products. Messages from The Creator are as inspiring as their inventions!

The Creator needs these boundaries to succeed:

At the core, Creators are perfectionists, which can be their downfall if it prevents them from accomplishing their grand designs. The Creator must prioritize imagination, innovation, and forward momentum as antidotes to melodrama and narcissism.

You may already be a fan of these beloved Creator brands:




Now let’s explore the final section on the Brand Archetypes wheel!

A red illustration of a dove with an olive branch in its mouth symbolizes the Spirituality brand archetypes, which include The Innocent, The Sage, and The Explorer.

The Spirituality archetypes:

The Innocent, The Sage, and The Explorer

The Spirituality quadrant of the Brand Archetypes wheel is home to three fascinating brands who are driven by a desire for spirituality and deeper meaning in everything they do.

The first of these is:

#10: The Innocent Brand Archetype

What is your Brand Archetype? The Innocent

Is your brand an Innocent?

  • Do others feel safe with and comforted by your brand’s products and services?
  • Is your brand childlike in its devotion to simplicity and purity?
  • Are you purpose-driven to satisfy your clients emotionally as well as practically?

The Innocent’s purpose:

Innocent brands promise safety. They design services and products that keep you physically safe and embody a sense of psychological safety. The Innocent is wholesome and virtuous, and they respect each person’s divine right to a blissful existence.

You’ll encounter The Innocent in these types of industries:


Badge for The Innocent brand archetype

The Innocent’s strategy:

Products and services from Innocent brands must be intrinsically pure. The Innocent is committed to non-toxic everything, from the environments they work in to the deliverables they sell. Spend time with an Innocent brand, and you’ll feel happier and healthier.

The Innocent’s message:

While many Innocents operate in body-centric spaces, their primary message focuses on inner beauty. If you’re an Innocent, your audience knows that you craft your goods to enhance their lives from the inside-out.

The Innocent needs these boundaries to succeed:

Innocent brands must promote judgement-free simplicity without appearing weak. Don’t get distracted by temporary trends or sensationalism. Instead, stay the course with concise communication, elegant imagery, and humble engagement.

Everyone feels at ease with these Innocent brands:


Mini + Meep

Better Help

Now let’s move on to the next Spirituality Brand Archetype, The Sage…

#11: The Sage Brand Archetype

What is your Brand Archetype? The Sage

Is your brand a Sage?

  • Are you dedicated to enlightening and empowering your audience?
  • Have others described you as smart, insightful, and honest?
  • Do you believe education is the solution to most of the world’s problems?

The Sage’s purpose:

Sage brands promise understanding. When you engage with The Sage, you get trustworthy information, well-researched products, and wisely-crafted services.

The Sage is prominent in industries such as:


Badge for The Sage brand archetype

The Sage’s strategy

The pursuit of truth is The Sage’s highest calling. Audiences trust The Sage implicitly, because The Sage is intelligent and analytical. Sage brands continuously seek a better understanding of the world, and they adapt their products and services accordingly.

The Sage’s message

Sage brands can be serious or humorous; but they’re always informed. Clever wit and intellectual language define The Sage’s communication style.

The Sage needs these boundaries to succeed:

To reach the broadest possible audience, The Sage must not patronize those who don’t yet know what The Sage knows. Since “the truth will set you free,” a Sage’s success is guaranteed as long as they reject misinformation and embrace knowledge.

You won’t be misled by these Sage brands:




The final Brand Archetype in the Spirituality category is the very embodiment of adventure…

#12: The Explorer Brand Archetype

What is your Brand Archetype? The Explorer

Is your Brand Archetype The Explorer?

  • Are you devoted to a lifestyle of physical and spiritual freedom?
  • Do others describe you as adventurous and daring?
  • Will you take huge risks for the promise of discovery?

The Explorer’s Purpose

Explorer brands promise freedom: freedom from confinement, freedom from ignorance, freedom from stagnation. These values form the foundation of everything The Explorer makes, says, does, and invests in.

Industries like these thrive with an Explorer mindset:


Badge for The Explorer brand archetype

The Explorer’s strategy:

Explorer brands design their products and services to empower adventurous, spiritually fulfilling lifestyles for their clients and customers. The Explorer’s buyers are non-conformists who don’t care about impressing others. Instead, they’re motivated by ongoing self-improvement.

The Explorer’s message:

If you’re an Explorer, your arch-enemy is modern society with its immovable structures and confining systems. To motivate your audience, challenge them to explore the world and grow from their adventures.

The Explorer needs these boundaries to succeed:

Don’t fall into the trap of corporate culture! Explorers succeed when they push boundaries, embrace the unknown, and promote independence.

Heighten your awareness with these Explorer brands:



Lonely Planet

That’s it! You’ve just explored all 12 of the Brand Archetypes!

Are you ready to put one to work for your own brand?

Comment below with your archetype!

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