Explore the 12 types of brands personalities and archetypes.

1. Innocent Explorer Sage Hero
Outlaw Magician Regular guy Caregiver
Creator Ruler Lover Jester
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2. Innocent brands communicate optimism, purity, and honesty;
their goal is to deliver happiness and avoid being evil, innocent
brands must treat their audience with clarity and full
transparently, mostly seen in industries such as food, body care
products and kids related activities.
What is an innocent brand?
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4. Image © Disney

5. Explorer brands communicate freedom; their goal is to push
and support their audience to discover every corner around
the world, this type of archetype should provide their audience
with reliable, highly efficient and easy to use products, mostly
seen in travel-related products and services.
What is an explorer brand?
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7. Image © Land Rover

8. Sage brands communicate wisdom, knowledge, and truth, they
try to play an essential role in media, culture, and education,
they’re surrounded by an audience who speaks the language of
reasoning and facts, mostly seen in education or news related
services.
What is a sage brand?
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10. Image © CNN

11. What is a hero brand?
Hero brands mission is to push people to achieve a higher and
harder goals they try to go beyond the limit of an average
person accomplishment, followers of this type of brand
perceive themselves as a hero or tend to think as nothing is
impossible, their duty is to protect and save the world, mostly
seen in sports and energy drinks industry.
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13. Image © Under Armour

14. The outlaw or the rubble brands are made to change and
go against rules that stop them from gaining freedom;
they rely on destruction and revenge to attain their goals.
What is an outlaw brand?
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16. Image © Harley Davidson

17. The caregiver brands are earth savers; they provide safety to
earth, animals, and humans, this kind of brands try to avoid
or hide the subject of profit and business, mostly seen in
health insurance, education, non-profit organizations, safety
products, and services.
What is a caregiver brand?
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19. Image © Brazilian Red cross

20. The magician presents their products and services through a
sense of magic; they have a long-term vision into the future,
they want to change their audience behaviors and the way
they interact with the world by providing high-tech tools that
empower individuals, mostly seen in technology and rapidly
developing industries.
What is a magician brand?
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22. Image © Apple

24. Image © Dell

25. Rulers are all about power, monopoly, and control, they desire
wealth, order and efficiency, they want to dominate the entire
market, mostly seen in industries such as real estate, banks,
fashion, these brands customers desire is power and they are
willing to pay whatever price it takes to look powerful and
wealthy.
What is a ruler brand?
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27. Image © Versace

28. Everyone is equal, regular guy brands connect people, simple
yet easy and cheap to get and use, they avoid to be a specific
brand for a small segment of people, brand strategy relies on
efficiency and low pricing, design and visual communication
suit the majority of people taste, mostly seen in everyday
products industry.
What is a regular brand?
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30. Image © Ikea

31. Creator brands are created to innovate, inspire and connect
with people emotions through creativity and artistry; they tend
to perfect all the small details of their products and services,
mostly seen in industries related to art, music, and creativity.
What is a creator brand?
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32. Image © Lego

33. Image © Lego

34. Lover brands communicate love, friendship, and sensual
desires; it inspires people to be together and have high
emotions toward each other, mostly focus on the outlook of
things, physical and visual attractiveness.
What is a lover brand?
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36. Image © Calvin Klein

37. Jesters are all about fun! Their goal is to get people out of their
daily lifestyle and bring joy into it, this type of brands heavily
depends on characters, visual and environment design to support
their brand story and experience.
What is a jester brand ?
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39. Image © m&m