12 brand archetypes
Posted: Mon Jan 20, 2025 8:22 am
Jung defined 12 archetypes that can be used to carry out the process of building your company's brand personality .
Each one represents a mould, a prototype, a history and aspirations, so it is up to each brand to know how to choose its own. In the world of marketing, this methodology has been used for some time.
The Creator
Brand Personality
Photo by Lex Photography from Pexels
This brand personality seeks to leave a mark, to create something of value that will last over time , shaping a vision and fostering innovation. They are motivated to create and always stay one step ahead of the rest.
The Hero
The Hero strives to demonstrate bravery through difficult actions that allow him to transmit effort, honor, victory and a winning spirit.
This archetype fits with brands that want to attract an audience estonia whatsapp number database looking to improve themselves or solve a social problem.
The Outlaw or Rebel
He identifies with the revolutionary, those who challenge society, break the mold , are pioneers and put aside what doesn't work.
It is oriented towards brands with challenging values, those that identify with consumers looking for irreverent or extravagant products.
The Lover
attractive-beautiful-beauty-458766-1-1
The Lover is a brand identity whose purpose is to inspire people to find love or promote beauty . It seeks to establish an emotional relationship with the public in which a level is reached in which the consumer associates it with an intimate moment.
The Ordinary Man
The Ordinary Man archetype just wants to belong and fit in.
Brands with this type of personality tend to belong to a homely culture and offer products for everyday life . They seek to be humble and modest above all, as their main goal is to establish a connection through empathy.
The Wise Man
This archetype uses intelligence and analysis to understand the world and discover the truth.
Brands whose aim is to inspire people to think and provide information fit this archetype. Above all, their greatest desire is to gain the respect of their audience.
The Explorer
The Explorer archetype works under a personality oriented towards venturing into new things , as they long for freedom, discovering the world and experiencing a better, more authentic life.
It is aimed at brands that dare to take risks and are curious, and that seek to attract dissatisfied consumers who want to try something unknown and different.
The Innocent
The Innocent archetype is oriented towards optimistic brands that express generosity and simplicity . Brands associated with well-being, simplicity, nostalgia, dreams and childhood are identified with this archetype.
The Ruler
This archetype seeks to lead and be in control. It aims to create a successful and prosperous company , community or family. It also conveys a sense of power.
Stability and security are aspects that brands associated with this archetype seek. They also offer exclusive, high-quality products or services at a higher cost.
The Jester
This archetype wants to enjoy and live in the moment, regardless of the consequences.
It is aimed at brands that seek to captivate and engage their consumers by using games , laughter and fun for what they achieve.
Each one represents a mould, a prototype, a history and aspirations, so it is up to each brand to know how to choose its own. In the world of marketing, this methodology has been used for some time.
The Creator
Brand Personality
Photo by Lex Photography from Pexels
This brand personality seeks to leave a mark, to create something of value that will last over time , shaping a vision and fostering innovation. They are motivated to create and always stay one step ahead of the rest.
The Hero
The Hero strives to demonstrate bravery through difficult actions that allow him to transmit effort, honor, victory and a winning spirit.
This archetype fits with brands that want to attract an audience estonia whatsapp number database looking to improve themselves or solve a social problem.
The Outlaw or Rebel
He identifies with the revolutionary, those who challenge society, break the mold , are pioneers and put aside what doesn't work.
It is oriented towards brands with challenging values, those that identify with consumers looking for irreverent or extravagant products.
The Lover
attractive-beautiful-beauty-458766-1-1
The Lover is a brand identity whose purpose is to inspire people to find love or promote beauty . It seeks to establish an emotional relationship with the public in which a level is reached in which the consumer associates it with an intimate moment.
The Ordinary Man
The Ordinary Man archetype just wants to belong and fit in.
Brands with this type of personality tend to belong to a homely culture and offer products for everyday life . They seek to be humble and modest above all, as their main goal is to establish a connection through empathy.
The Wise Man
This archetype uses intelligence and analysis to understand the world and discover the truth.
Brands whose aim is to inspire people to think and provide information fit this archetype. Above all, their greatest desire is to gain the respect of their audience.
The Explorer
The Explorer archetype works under a personality oriented towards venturing into new things , as they long for freedom, discovering the world and experiencing a better, more authentic life.
It is aimed at brands that dare to take risks and are curious, and that seek to attract dissatisfied consumers who want to try something unknown and different.
The Innocent
The Innocent archetype is oriented towards optimistic brands that express generosity and simplicity . Brands associated with well-being, simplicity, nostalgia, dreams and childhood are identified with this archetype.
The Ruler
This archetype seeks to lead and be in control. It aims to create a successful and prosperous company , community or family. It also conveys a sense of power.
Stability and security are aspects that brands associated with this archetype seek. They also offer exclusive, high-quality products or services at a higher cost.
The Jester
This archetype wants to enjoy and live in the moment, regardless of the consequences.
It is aimed at brands that seek to captivate and engage their consumers by using games , laughter and fun for what they achieve.