fbpx

The 12 Brand Archetypes: Understanding Your Brand’s Personality

Jan 18, 2023 | Branding, Business

12-brand-archetypes-jae-hugh-2023-transparent-1

The 12 brand archetypes can help you understand that your brand is more than just a logo or a tagline. Your brand has a personality, and these archetypes can help you define it.

The 12 brand archetypes were first introduced by Carl Jung, a Swiss psychiatrist, and psychoanalyst, and later developed by marketing expert Margaret Mark and Carol S. Pearson in their book “The Hero and the Outlaw: Building Extraordinary Brands.”

The 12 brand archetypes are:

  1. The Innocent: This brand archetype represents purity, simplicity, and a sense of hope. Examples include Coca-Cola and Apple.
  2. The Everyman: This brand archetype represents accessibility, reliability, and a sense of community. Examples include Walmart and Ford.
  3. The Hero: This brand archetype represents courage, determination, and a sense of victory. Examples include Nike and BMW.
  4. The Outlaw: This brand archetype represents rebellion, nonconformity, and a sense of adventure. Examples include Harley-Davidson and Marlboro.
  5. The Magician: This brand archetype represents transformation, inspiration, and a sense of wonder. Examples include Disney and Apple.
  6. The Ruler: This brand archetype represents power, authority, and prestige. Examples include Rolex, Mercedes-Benz, and Chanel.
  7. The Lover: This brand archetype represents passion, romance, and a sense of intimacy. Examples include Victoria’s Secret and Godiva Chocolates.
  8. The Jester: This brand archetype represents playfulness, humor, and a sense of fun. Examples include Skittles and Geico.
  9. The Sage: This brand archetype represents wisdom, knowledge, and a sense of understanding. Examples include Google and National Geographic.
  10. The Explorer: This brand archetype represents curiosity, determination, and a sense of adventure. Examples include Jeep and Red Bull.
  11. The Creator: This brand archetype represents originality, innovation, and self-expression. Examples include Peloton, Behance, Etsy
  12. The Caregiver: This brand archetype represents nurturing, caring, and a sense of community. Examples include Johnson & Johnson and Campbell’s Soup.

King Of Colors For Each Archetype

  1. The Innocent: White – represents purity and simplicity
  2. The Everyman: Blue – represents reliability and trustworthiness
  3. The Hero: Red – represents courage and determination
  4. The Outlaw: Black – represents rebellion and nonconformity
  5. The Magician: Purple – represents transformation and inspiration
  6. The Ruler: Gold- represents power and luxury
  7. The Lover: Pink – represents passion and romance
  8. The Jester: Yellow – represents playfulness and humor
  9. The Sage: Grey – represents wisdom and knowledge
  10. The Explorer: Orange – represents curiosity and adventure
  11. The Creator: turquoise- represents creativity and self-expression
  12. The Caregiver: Pink – represents nurturing and caring

Keep in mind that these are general guidelines and not absolute rules. Each brand can have its own color palette, and it’s important to consider what colors align with your brand’s message and resonate with your target audience.

Secondary Colors

  1. The Innocent: Light blue – represents hope and optimism
  2. The Everyman: Beige – represents simplicity and accessibility
  3. The Hero: Silver – represents achievement and success
  4. The Outlaw: Silver – represents edginess and attitude
  5. The Magician: Gold – represents luxury and exclusivity
  6. The Ruler: Silver- represents achievement and elegance
  7. The Lover: Red – represents intensity and desire
  8. The Jester: Green – represents energy and fun
  9. The Sage: Blue – represents intelligence and rationality
  10. The Explorer: Brown – represents ruggedness and durability
  11. The Creator: Lavender- represents imagination and inspiration
  12. The Caregiver: Baby blue – represents softness and caring

As with the previous list, keep in mind that these are general guidelines and not absolute rules. Each brand can have its own color palette, and it’s important to consider what colors align with your brand’s message and resonate with your target audience.

When it comes to branding, it’s important to understand which archetype your brand aligns with. This will help you create a consistent message and aesthetic, and will also help you connect with your target audience.

In conclusion, The 12 brand archetypes are a powerful tool for understanding and defining the personality of your brand. By identifying which archetype your brand aligns with, you can create a consistent message, and aesthetic and connect with your target audience more effectively.