Business Knowledge

Brand Archetypes

What’s Your Brand’s Character?

Find the archetype that best fits your brand’s core motivation.

  • Are you about providing structure and stability?

    • The Ruler: Control, leadership (e.g., Rolex)
    • The Caregiver: Service, protection (e.g., Johnson & Johnson)
    • The Creator: Innovation, imagination (e.g., LEGO)

  • Are you about connecting with others?

    • The Everyman: Belonging, authenticity (e.g., IKEA)
    • The Lover: Intimacy, passion (e.g., Chanel)
    • The Jester: Fun, humor (e.g., Old Spice)

  • Are you about leaving a legacy?

    • The Hero: Mastery, courage (e.g., Nike)
    • The Outlaw: Liberation, rebellion (e.g., Harley-Davidson)
    • The Magician: Transformation, power (e.g., Disney)

  • Are you about exploring and find happiness?

    • The Innocent: Safety, optimism (e.g., Dove)
    • The Explorer: Freedom, adventure (e.g., Jeep)
    • The Sage: Wisdom, knowledge (e.g., Google)

How to Use It

Once you’ve chosen, let that archetype guide your brand’s voice, visuals, and stories. Be consistent!