B R A N D A R C H E T Y P E
an introduction + overview

archetype ( Ä R • K I • T Ī P )
P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N
O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T
L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y
E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .

“There are forms or images of a collective nature which occur practically all over the
earth as constituents of myths and at the same time as individual products of
unconscious. These are imprinted and hardwired into our psyches.”
– Carl Jung’s ‘Archetypal !eory’
A R C H E T Y P E S

“The concept of archetypes was borrowed by Jung from classic sources, including
Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known
forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’”
—Joseph Campbell, !e Hero with a !ousand Faces
A S Y S T E M F O R T H E
M A N A G E M E N T O F M E A N I N G
A R C H E T Y P E S

A B R A N D I S A P R O D U C T
W I T H A P E R S O N A L I T Y
It’s hard to carve out tangible product advantage
Powerful brands connect when they radiate an
empathetic personality
Archetypes are a tool that help craft brand character
A brand’s archetypal; territory is rooted in core
brand elements

Acts as a filter for brand behavior
Creates a true-north for the brand
Defines an ownable tone
Opens the brand up creatively
Creates emotional associations for the consumer
Helps reinforce internal values and external vision
A R C H E T Y P E S
the benefits of

EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO
1 2
C L A S S I C
A R C H E T Y P E S

BELONGING ORDER
KNOWLEDGECHANGE
F O U R
P S Y C H O L O G I C A L
F U N C T I O N S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO

C U L T U R A L
A R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO

B R A N D
A R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO

Each brand should
align with only one
archetype, but can and
will share similar traits
& characteristics as
other archetypes

T H E H E R O
motto
WHERE THERE’S A WILL, THERE’S A WAY
what they do
ACT COURAGEOUSLY
associations
STRENGTH | POWER | BRAVERY | HONOR

T H E M A G I C I A N
motto
I MAKE THINGS HAPPEN
what they do
TRANSFORM AND AMAZE
associations
IMAGINATION | CLEVERNESS | CHANGE | DELIGHT

T H E O U T L A W
motto
RULES ARE MADE TO BE BROKEN
what they do
CHALLENGE THE WORLD
associations
INDIVIDUALISM | PASSION | FREEDOM | SEXUALITY

T H E R E G U L A R G U Y / G A L
motto
ALL MEN AND WOMEN ARE CREATED EQUAL
what they do
MAKES EVERYONE FEEL IMPORTANT
associations
UNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM

T H E J E S T E R
motto
YOU ONLY LIVE ONCE
what they do
ENCOURAGE GOOD TIMES
associations
ORIGINALITY | FUN | MISCHIEF | POSSIBILITY

T H E L O V E R
motto
YOU'RE THE ONLY ONE
what they do
AWAKEN THE SENSES
associations
ROMANCE | GLAMOUR | DESIRE | SENSUALITY

T H E C A R E G I V E R
motto
LOVE YOUR NEIGHBOR AS YOURSELF
what they do
CARE FOR OTHERS
associations
RESPECT | TRUST | SECURITY | COMPASSION

T H E R U L E R
motto
POWER ISN'T EVERYTHING, IT'S THE ONLY THING
what they do
EXERT CONTROL
associations
POWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP

T H E C R E A T O R
motto
IF YOU CAN IMAGINE IT, IT CAN BE DONE
what they do
CRAFT THINGS OF ENDURING VALUE
associations
SELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY

T H E I N N O C E N T
motto
FREE TO BE YOU AND ME
what they do
RENEW FAITH
associations
FREEDOM | OPTIMISM | PURITY | BEAUTY

T H E S A G E
motto
THE TRUTH WILL SET YOU FREE
what they do
SEEK UNDERSTANDING
associations
THOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH

T H E E X P L O R E R
motto
DON'T FENCE ME IN
what they do
SEARCH FOR THE NEW
associations
INDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS

examples of
E X P L O R E R A R C H E T Y P E S

charting a perception map of other
E X P L O R E R B R A N D S
EXTREME EVERYDAY
FUN
SERIOUS

The only real voyage of discovery consists not in
seeking new landscapes but in having new eyes.
- Marcel Proust