This document outlines 12 brand archetypes - The Innocent, Everyday, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage. For each archetype, it provides the brand voice and potential drawbacks. It also lists example brands that fit within each archetype but does not provide any further details. The archetypes aim to help brands understand their positioning and voice in the market.

1. 12 BRAND
ARCHETYPES
Maddy Payne
Professor Gauri Misra-Desphande
28.9.2020

2. THE INNOCENT
BRAND VOICE:
DRAWBACKS:
Example of Innocent Brands
Optimistic, honest, and humble
Could seem naive or boring.

3. THE EVERYDAY
BRAND VOICE:
DRAWBACKS:
Example of Everyday Brands
Friendly, humble, and authentic
Could lack a distinct identity - something that sets them apart.

4. THE HERO
BRAND VOICE:
DRAWBACKS:
Example of Hero Brands
Honest, candid, and brave
Could seem arrogant or aloof.

5. THE OUTLAW
BRAND VOICE:
DRAWBACKS:
Example of Outlaw Brands
Disruptive, rebellious, and combative
Could take it too far and be portrayed in a negative way.

6. THE EXPLORER
BRAND VOICE:
DRAWBACKS:
Example of Explorer Brands
Exciting, fearless, and daring
Might not fit for mainstream audiences.

7. THE CREATOR
BRAND VOICE:
DRAWBACKS:
Example of Creator Brands
Inspirational, daring and provocative
Could seem impractical - usually perfectionist brands.

8. THE RULER
BRAND VOICE:
DRAWBACKS:
Example of Ruler Brands
Commanding, refined and articulate
Could lack a common connection with their audience.

9. THE MAGICIAN
BRAND VOICE:
DRAWBACKS:
Example of Magician Brands
Mystical, informed, and reassuring
Could take risks that lead to negative outcomes.

10. THE LOVER
BRAND VOICE:
DRAWBACKS:
Example of Lover Brands
Sensual, empathetic, and soothing
Could be too selfless and not grounded.

11. THE CAREGIVER
BRAND VOICE:
DRAWBACKS:
Example of Caregiver Brands
Caring, warm, and reassuring
Could be taken advantage of or taken for granted.

12. THE JESTER
BRAND VOICE:
DRAWBACKS:
Example of Jester Brands
Fun loving, playful, and optimistic
Could be seen as disrespectful.

13. THE SAGE
BRAND VOICE:
DRAWBACKS:
Example of Sage Brands
Knowledgeable, assured, and guiding
Could be overly opinionated.

14.
1. THE JESTER
2. THE OUTLAW
3. THE CREATOR

15. THANK YOU!