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Brand Archetypes

Do you know what is a Brand Archetype?
Discover it now and you'll considerably improve your brand identity

12 Brand Archetypes

Each archetype has its own unique traits, strategy, philosophy, strengths, weaknesses, points of difference, tone and voice, goals, experiences, approaches and style.

Know now which archetype fit with your brand!


Magician brands are the dreamers, the innovators, and the transformers.

They are the ones who believe in the power of possibility and who are constantly striving to make the impossible possible.

They are charismatic and inspiring, and they have a knack for creating a sense of wonder and excitement around their products or services.

Core Characteristics:

Visionary and innovative

The Magician brand is a beacon of innovation, constantly seeking new ways to transform dreams into reality.

They possess a boundless imagination and a knack for seeing possibilities where others might see limitations.

Enthusiastic and charismatic

The Magician brand radiates enthusiasm and charisma, captivating their audience with their passion and infectious energy.

They inspire others to believe in the power of dreams and the potential for extraordinary experiences.

Transformative and inspiring

The Magician brand is a catalyst for transformation, empowering individuals to break free from their limitations and embrace their unique potential.

They inspire others to see the world with fresh eyes and approach life with a sense of wonder.


Brand Voice:

Brand Experience:

Visionary and thought-provoking:

The Magician brand's voice is visionary and thought-provoking, challenging conventional thinking and sparking imagination. They use language that is both inspiring and accessible, inviting their audience to join them on their journey of exploration and discovery.

Inspiring and transformative:

The Magician brand creates an inspiring and transformative experience, leaving customers feeling empowered, energized, and ready to embrace new possibilities. They infuse their interactions with a sense of magic and wonder, encouraging their audience to believe in the extraordinary.

Playful and engaging:

The Magician brand's voice is playful and engaging, adding a touch of magic and excitement to their interactions. They use humor, wit, and creativity to capture attention and make their message memorable.

Unlimited potential:

The Magician brand helps customers unlock their unlimited potential, igniting their passions and inspiring them to pursue their dreams. They provide opportunities for personal growth and self-discovery, empowering individuals to achieve their full potential.


Hero brands are the epitome of courage, determination, and resilience.


They embody the indomitable spirit of overcoming challenges, inspiring others to rise above adversity and achieve their full potential.


These brands are not afraid to face obstacles head-on, emerging victorious as beacons of hope and motivation

Core Characteristics:

Courageous and determined

The Hero brand is fearless and unwavering in their pursuit of overcoming challenges.
They possess a deep sense of determination and a willingness to face adversity head-on, inspiring others to do the same.

Competent and resourceful

Hero brands possesses the skills, knowledge, and ingenuity necessary to navigate obstacles and achieve their goals.
They are resourceful and adaptable, finding creative solutions to even the most complex problems.

Trustworthy and dependable

These brands inspire trust and confidence in their customers, reassuring them that they are capable of overcoming any challenge.


They are a pillar of strength and resilience, always ready to lend a helping hand.

Brand Voice:

Brand Experience:

Motivational and empowering:

The Hero brand's voice is motivational and empowering, igniting a spark of determination and courage within their audience. They use language that is inspiring, direct, and action-oriented, encouraging others to believe in their own abilities.

Overcoming challenges and achieving goals:

The Hero brand creates an experience of overcoming challenges and achieving goals, leaving customers feeling empowered and victorious. They provide opportunities for personal growth and development, nurturing a sense of resilience and self-belief.

Confident and unwavering:

Their voice exudes confidence and unwavering resolve, reassuring their customers that they can achieve anything they set their minds to. They speak with conviction and authority, instilling a sense of belief and possibility.

Celebration of success and recognition of achievements:

A Hero brand encourages and celebrates success, recognizing the achievements of their customers and inspiring them to continue striving for excellence. They create a culture of appreciation and support, fostering a sense of community and belonging.

Direct and results-oriented:

These brands are direct and results-oriented, focused on achieving tangible outcomes. They communicate clearly and concisely, leaving no room for ambiguity or doubt.


Creator brands are the visionary masterminds, the ingenious innovators, and the artistic trailblazers.


They embody the spirit of boundless imagination and the relentless pursuit of creative expression.


These brands empower others to unleash their inner creativity, providing tools and inspiration to transform their ideas into reality

Core Characteristics:

Creative and imaginative

The Creator brand possesses a boundless imagination and a passion for bringing ideas to life.


They are constantly seeking new ways to express themselves through art, design, and innovation, pushing the boundaries of creativity and possibility.

Visionary and innovative

The Creator brand is a visionary, driven by a clear vision for the future and a knack for identifying new and innovative solutions.


They are not afraid to challenge conventional thinking and explore uncharted territory, leading the way in their field.

Passionate and expressive

Creator brands are fueled by a deep passion for their craft and an expressive spirit.


They pour their heart and soul into their creations, imbuing them with authenticity, emotion, and a unique perspective.

Brand Voice:

Expressive and poetic:

The Creator brand's voice is expressive and poetic, reflecting their creative spirit and ability to capture the essence of their ideas. They use language that is evocative, imaginative, and inspiring, inviting their audience into their world of creativity.

Brand Experience:

Empowering and transformative:

The Creator brand creates an empowering and transformative experience, enabling their customers to tap into their creative potential and bring their ideas to life. They provide tools, resources, and inspiration, fostering a supportive environment for creativity to flourish.

Encouraging and empowering:

A Creator brand's voice is encouraging and empowering, fostering a sense of confidence and inspiration in their audience. They believe in the power of creativity to transform lives and make the world a better place.

A journey of self-discovery and expression

these brands guide their customers on a journey of self-discovery and expression, helping them uncover their unique artistic voice. They encourage experimentation, exploration, and personal growth, nurturing their customers' creative spirit.

Visionary and thought-provoking:

They are visionary and thought-provoking, challenging conventional thinking and sparking new ideas. They share their insights and perspectives, encouraging their audience to embrace creativity and explore their own potential.

Celebrating creativity and innovation:

The Creator brand celebrates creativity and innovation, showcasing the work of talented individuals and inspiring others to pursue their creative passions. They foster a community of creators, providing a platform for collaboration, inspiration, and recognition.


Explorer brands are the adventurers, the pioneers, and the seekers of uncharted territories.


They embody the spirit of boundless curiosity and an insatiable thirst for new experiences.


These brands ignite a passion for discovery, inspiring others to step outside their comfort zones and embrace the thrill of the unknown.

Core Characteristics:

Adventurous and curious

The Explorer brand is driven by an insatiable curiosity and a yearning to discover the unknown.


They are always seeking new experiences, challenges, and destinations, embracing the thrill of the unknown with open arms.

Authentic and genuine

They value authenticity and genuineness, rejecting the constraints of conformity and embracing their unique spirit.


They seek experiences that are real, raw, and transformative, connecting them to the world and themselves in a profound way.

Free-spirited and independent

These brands cherish freedom and independence, valuing the ability to chart their own course and explore the world on their own terms.


They are unconstrained by societal expectations, embracing their individuality and pursuing their passions with unwavering determination.

Brand Voice:

Enthusiastic and passionate:

The Explorer brand's voice is enthusiastic and passionate, capturing the excitement and exhilaration of discovery. They use language that is vibrant, energetic, and inspiring, inviting their audience to join them on their adventures.

Brand Experience:

Immersive and transformative:

These brands create an immersive and transformative experience, taking their customers on a journey of discovery and self-discovery. They provide opportunities to connect with nature, immerse in new cultures, and push personal boundaries, leaving a lasting impact on their customers' lives.

Conversational and engaging:

Thier voice is conversational and engaging, creating a sense of camaraderie and shared experience. They use language that is approachable, relatable, and down-to-earth, fostering a connection with their audience.

Unleashing the adventurous spirit:

The Explorer brand awakens the adventurous spirit within their customers, igniting a passion for exploration and discovery. They encourage them to step outside their comfort zones, embrace new experiences, and create unforgettable memories.

Storytelling and evocative:

these brands use storytelling to evoke the emotions and experiences associated with exploration. They paint vivid pictures with words, transporting their audience to distant lands and immersing them in the thrill of discovery.


The outlaw brand archetype embodies the spirit of rebellion, disruption, and audacious self-expression.


It's about challenging the status quo, questioning authority, and forging your own path, even if it means ruffling a few feathers along the way

Core Characteristics:

Rebellious and disruptive

Unapologetically bold and free

Passionate and unconventional

The Outlaw brand is a force of disruption, challenging the status quo and questioning established norms.


They are not afraid to break the rules and shake things up, driven by a desire for authenticity and a passion for change.

These brands embody boldness and freedom, living life on their own terms and refusing to be confined by societal expectations.

They are true to themselves, unapologetic for their individuality, and fearless in the face of opposition.

An Outlaw brand is fueled by passion, driven by a deep-seated belief in their cause or vision.

They are unconventional thinkers and innovators, challenging the boundaries of what is considered possible.

Brand Voice:

Wild and untamed:

Reflecting their rebellious spirit and refusal to conform. They use language that is raw, unfiltered, and unapologetic, capturing the essence of their unconventional approach.

Brand Experience:

A journey of nonconformity and authenticity:

The Outlaw brand invites their customers on a journey of nonconformity and authenticity, encouraging them to break free from societal expectations and live life on their own terms. They create experiences that challenge perceptions, inspire rebellion, and celebrate individuality.

Provocative and thought-provoking:

They challenge conventional thinking and spark debate. They raise questions that stir the soul and encourage their audience to question the world around them.

Empowerment to challenge the system:

These brands empower their customers to challenge the system, providing them with the tools and resources to voice their opinions, stand up for what they believe in, and make a positive impact on the world.

Confident and unapologetic:

The Outlaw brand's voice is confident and unapologetic, exuding a sense of self-assurance and authenticity. They speak their truth without fear, inspiring others to embrace their individuality and challenge the status quo.

A community of rebels and innovators:

An Outlaw brand fosters a community of rebels and innovators, providing a platform for connection, collaboration, and shared experiences. They celebrate individuality, encourage unconventional thinking, and empower others to challenge the status quo.


Jester brands are the life of the party, the masters of mirth, and the purveyors of playful mischief.


They embody the spirit of lightheartedness, spontaneity, and the unwavering belief in the power of laughter to brighten any day. These brands are not afraid to be silly, to poke fun at themselves, and to inject a dose of humor into even the most serious situations.


They are the catalysts for joy, inspiring others to embrace the lighthearted side of life and find laughter in the unexpected.

Core Characteristics:

Witty and humorous

Entertaining and engaging

Lighthearted and spontaneous

The Jester brand possesses a sharp wit and a knack for finding humor in everyday situations.


They use their playful spirit and quick wit to bring laughter and lightheartedness to their interactions, creating a sense of joy and connection.

These brands are natural entertainers, captivating their audience with their playful energy, engaging storytelling, and ability to create a sense of fun and excitement.


They are masters of timing and improvisation, using humor to connect with their audience on a personal level.

they inject fun and humor into their interactions, creating a sense of unpredictability and excitement.


They are not afraid to take risks and embrace the unexpected, adding an element of surprise and delight to their experiences.

Brand Voice:

Brand Experience:

Playful and energetic:

The Jester brand's voice is playful and energetic, reflecting their infectious enthusiasm and zest for life. They use language that is lighthearted, humorous, and full of puns, inviting their audience to join them in their lighthearted fun.

Creating a sense of joy and laughter:

The Jester brand creates an experience filled with joy and laughter, using humor to connect with their customers on an emotional level. They provide opportunities for escapism, lighthearted fun, and a sense of camaraderie.

Self-deprecating and relatable:

These brands use self-deprecating humor to connect with their audience on a personal level, breaking down barriers and creating a sense of camaraderie. They acknowledge their own imperfections and foibles, making them more relatable and approachable.

Injecting fun and excitement into everyday interactions:

they turn mundane tasks into entertaining experiences. They surprise and delight their customers with unexpected moments of humor and creativity.

Storytelling and anecdotal:

They share their experiences and insights in a humorous and engaging way. They weave tales of their own misadventures and observations, adding a touch of personal touch and authenticity to their communication.

Fostering a lighthearted and playful atmosphere:

These brands cultivate a lighthearted and playful atmosphere, encouraging their customers to relax, have fun, and embrace their inner child. They create a space where laughter is encouraged and humor is celebrated.


Lover brands embody the allure of romance, the pursuit of pleasure, and the unwavering belief in the power of self-love and indulgence.

They are the epitome of elegance, sensuality, and the desire to create experiences that ignite the senses and awaken the passions.

These brands are not afraid to embrace their sensuality, and their ability to inspire feelings of love, desire, and intimacy.

Core Characteristics:

Passionate and sensual

Elegant and sophisticated

Affectionate and nurturing

The Lover brand exudes passion and sensuality, creating an aura of attraction and desire.

They evoke feelings of intimacy, pleasure, and indulgence, captivating their audience with their allure and magnetic charm.

These brands embody elegance and sophistication, reflecting a refined taste and appreciation for beauty.


They curate their products, services, and interactions with a sense of luxury, exclusivity, and timeless appeal.

The Lover brand is affectionate and nurturing, creating a sense of warmth, care, and connection.


They make their customers feel valued, special, and cherished, fostering a sense of emotional intimacy and belonging.

Brand Voice:

Luring and seductive:

The Lover brand's voice is alluring and seductive, whispering promises of pleasure, indulgence, and romantic desire. They use language that is sensual, suggestive, and emotionally charged, drawing their audience into a world of passion and attraction.

Brand Experience:

A sensory journey of indulgence and pleasure:

The Lover brand invites their customers on a sensory journey of indulgence and pleasure, captivating their senses with sights, sounds, smells, tastes, and textures. They create an atmosphere of luxury, sensuality, and romantic charm, making their customers feel special and desired.

Enticing and evocative:

Painting vivid pictures of beauty, desire, and romantic experiences. They use language that is rich in sensory details, appealing to the imagination and stirring emotions.

Evoking feelings of intimacy and connection:

These brands evoke feelings of intimacy and connection, creating a sense of closeness and emotional bonding. They nurture their customers' emotional well-being, making them feel valued, cherished, and understood.

Confident and self-assured:

Exuding a sense of attractiveness and desirability. They speak with poise, grace, and a touch of mystery, leaving their audience intrigued and wanting more.

A celebration of beauty, luxury, and self-indulgence:

They celebrate beauty, luxury, and self-indulgence, encouraging their customers to embrace their sensuality and enjoy the finer things in life. They provide products, services, and experiences that cater to the desire for pleasure, pampering, and gratification.


The Caregiver brand archetype is characterized by compassion, empathy, and a desire to help others.

They create a sense of safety, security, and belonging for their customers. Their brand voice is gentle, reassuring, and patient.

They are often associated with industries such as healthcare, education, and social services

Core Characteristics:

Nurturing and protective

Compassionate and empathetic

Generous and selfless

The Caregiver brand is a comforting presence, providing a sense of safety and security.


They prioritize the well-being of others, offering support and guidance without expecting anything in return.

They understand the needs and feelings of others, demonstrating genuine concern and understanding.

They connect with their customers on an emotional level, fostering trust and loyalty.

They are driven by a desire to help others, putting the needs of others before their own.

They are always willing to lend a hand, offering solutions and assistance without seeking recognition.

Brand Voice:

Brand Experience:

Gentle and warm:

The Caregiver brand's voice is soothing and reassuring, like a warm embrace. They use language that is calming, encouraging, and supportive.

Safe and cared for:

The Caregiver brand creates an environment where customers feel safe, secure, and valued. They provide support, guidance, and reassurance, fostering a sense of trust and belonging.

Kind and nurturing:

Their tone is empathetic and compassionate, demonstrating genuine care and concern for others. They use language that is gentle, sensitive, and understanding.

Comfortable and nurturing:

The brand's interactions are warm, welcoming, and personalized. They make customers feel valued and cared for, creating a positive and supportive experience.


The Everyman brand archetype is characterized by authenticity, honesty, and a down-to-earth approach.


They connect with their customers on a personal level, making them feel like part of the family.


Their brand voice is laid-back and relatable, using language that is easy to understand. They are often associated with industries such as retail, consumer goods, and services.

Core Characteristics:

Authentic and relatable

Down-to-earth and approachable

Practical and solution-oriented

The Everyman brand is grounded in real-life experiences and values, connecting with customers on a genuine level.


They understand the challenges and aspirations of everyday people, making them relatable and approachable.

The Everyman brand is humble and unpretentious, avoiding excessive formality or sophistication.


They communicate in a straightforward and easy-to-understand manner, making them feel like a friend or neighbor.

The Everyman brand focuses on providing practical solutions and addressing real-world problems.


They offer straightforward products and services that are accessible and easy to use.

Brand Voice:

Brand Experience:

Laid-back and conversational:

The Everyman brand's voice is casual and friendly, like chatting with a friend. They use language that is simple, direct, and relatable, avoiding jargon or technical terms.

A sense of belonging:

They create a welcoming and inclusive environment where everyone feels comfortable and accepted. They foster a sense of community and belonging, making customers feel valued and appreciated.

Straightforward and honest:

These brands communicate in an open and honest manner, avoiding exaggeration or hype. They speak the way people expect, earning trust and credibility.

Real-world relevance:

The brand's interactions are grounded in real-life experiences and situations. They connect with customers on a personal level, making them feel seen, understood, and supported.


The Ruler brand archetype is characterized by authority, leadership, and a desire to exert influence.


They seek to create a sense of exclusivity and prestige, positioning themselves as experts and thought leaders.


Their brand voice is sophisticated, professional, and confident, using language that is authoritative and persuasive. They are often associated with industries such as luxury goods, high-end services, and professional organizations

Core Characteristics:

Confident and authoritative

The Ruler brand exudes confidence and authority, establishing itself as a leader in its field.

They possess a deep understanding of their industry and command respect through their expertise and vision.

Sophisticated and discerning

These brands embody sophistication and discernment, catering to a clientele that appreciates quality, exclusivity, and prestige.


They carefully curate their products and services to reflect their discerning taste and impeccable standards.

Visionary and innovative

They are driven by a visionary spirit and a commitment to innovation.


They constantly seek to push boundaries and redefine the status quo, setting trends and establishing a reputation as a forward-thinking pioneer.

Brand Voice:

Brand Experience:

Articulate and knowledgeable:

The Ruler brand's voice is articulate and knowledgeable, demonstrating their expertise and mastery of their subject matter. They communicate with precision and clarity, conveying their vision and ideas in a compelling and persuasive manner.

Exclusive and aspirational:

The Ruler brand cultivates an exclusive and aspirational experience, making their products and services highly sought-after. They create a sense of privilege and distinction, catering to those who appreciate the finer things in life.

Persuasive and influential:

These brands command attention and inspire confidence. They use language that is authoritative, yet approachable, establishing themselves as trusted guides and thought leaders.

Empowering and transformative:

They empower their customers to achieve their aspirations and elevate their status. They provide products and services that foster a sense of accomplishment, self-assurance, and influence.


The Sage brand archetype embodies knowledge, truth, and the pursuit of understanding.


They are driven by a thirst for learning and a desire to share their wisdom with others.


Their brand voice is decisive, intellectual, and factual, using language that is authoritative and insightful. They are often associated with industries such as education, publishing, and research institutions.

Core Characteristics:

Knowledgeable and insightful

The Sage brand possesses a deep well of knowledge and insights, demonstrating expertise in their field.


They are constantly seeking out new information and perspectives, driven by an insatiable curiosity and a commitment to lifelong learning.

Objective and impartial

These brands approach matters with objectivity and impartiality, seeking to understand the truth without bias or preconceived notions.


They value evidence and reason, carefully analyzing information to arrive at informed conclusions.

Educative and empowering

Sage brands are dedicated to sharing their knowledge and empowering others to learn and grow.


They act as educators and mentors, providing guidance and inspiration to those seeking to expand their intellectual horizons.

Brand Voice:

Brand Experience:

Authoritative and informed:

The Sage brand's voice is authoritative and informed, reflecting their deep understanding of their subject matter. They communicate with clarity and precision, using language that is both accessible and intellectually stimulating.

Enriching and illuminating:

The Sage brand creates an enriching and illuminating experience, fostering intellectual growth and personal development. They provide opportunities for learning, exploration, and discovery, enabling customers to expand their knowledge and understanding.

Thought-provoking and insightful:

They challenge conventional thinking and prompt new perspectives. They raise questions that stimulate discussion and encourage critical thinking.

Empowering and transformative:

These brands empower their customers to become informed and discerning individuals. They provide the tools and resources necessary to navigate complex issues and make informed decisions.


The Innocent brand archetype is characterized by optimism, purity, and a belief in the inherent goodness of the world.


They seek to create a positive and harmonious environment, fostering a sense of peace and simplicity.


Their brand voice is sweet, happy, and optimistic, using language that is uplifting and inspiring. They are often associated with industries such as children's products, natural foods, and environmental organizations.

Core Characteristics:

Optimistic and hopeful

The Innocent brand radiates positivity and hope, believing in the inherent goodness of the world and the potential for a better future.


They inspire optimism in their customers, encouraging them to see the world through a lens of possibility and joy.

Pure and honest

These brands operate with integrity and transparency.


They are committed to ethical practices and genuine connections, earning the trust and loyalty of their customers.

Simple and uncomplicated

They embrace simplicity, focusing on the essential and avoiding unnecessary complexity.


They strive to make their products and services easy to understand and use, creating a sense of peace and harmony.

Brand Voice:

Brand Experience:

Sweet and cheerful:

The Innocent brand's voice is sweet, cheerful, and uplifting, like a ray of sunshine on a cloudy day. They use language that is positive, encouraging, and optimistic, spreading joy and inspiration.

Positive and uplifting:

The Innocent brand creates a positive and uplifting experience, leaving customers feeling refreshed, inspired, and hopeful. They infuse their interactions with positivity, creating a sense of joy and well-being.

Honest and straightforward:

These brands communicate with honesty and transparency, avoiding deception or hidden agendas. They speak directly from the heart, building trust and credibility with their customers.

Peaceful and harmonious:

They provide a tranquil escape from the chaos of daily life. They encourage customers to embrace simplicity and appreciate the beauty of the everyday.

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