The document discusses brand personality and its alignment with human characteristics through various archetypes, including the Innocent, Explorer, Sage, Hero, Outlaw, Magician, Everyman, Lover, Jester, and Caregiver. Each archetype is defined by its core desire, goal, fear, strategy, gift, and the tone of voice it employs, influencing how brands connect with consumers. Understanding these archetypes helps brands resonate with consumers by fulfilling their universal human desires and establishing meaningful relationships.

1. Brand
personality
Workshop

2. what is a brand?

4. brand we like
is something…
that we
remember
give them space
in our minds
identify with what
they believe it
relate with
we share what they
are saying
like to
associate with

5. brands are like people
The ones which share a positive and long relationship
with us are the ones who understand us like no one

6. brand personality is a set of human
characteristics assigned to a brand.

7. brand personality is a set of human
characteristics assigned to a brand.
proposition
unique selling point
values
vision
promise
position
what personality how

8. We express ourselves with what we buy and how we use
what we buy. Extensions of our personality, totems of our
selves, reminders of who we are or would like to be.”
- SETH GODIN
Eases the complexity ! relatable

9. brand
archetypes

11. Archetypes are universal unconscious
ideas or patterns, stories that we all
instinctively understand and relate to.
Archetypes help you bring your brands
unique personality and core to life and
magnetically attract the right consumers.
Each archetype fulfills the universal
human desires

12. Yearn for paradise

13. “Free to be you and me”
Core desire: to experience paradise
Goal: to be happy
Fear: doing something wrong or bad that will
provoke punishment
Strategy: do things right
Gift: faith and optimism
Trap: boring for all their naive innocence
The Innocent

14. Aka: The Idealist. Utopian
Innocent brands promise simplicity.
Optimistic & pure, always sees the positive & good in
people
Sees potential for beauty in all things, inspires people to
see the wondrous side of life
Promise that life need not be so hard
Focus on simplicity and purity of ingredients rather than
hard functional benefits
Truthful, honest, reliable, moral, nostalgic
What is the Innocent Archetype?

15. Tone of Voice:
Simple. Cheerful. Optimistic. The innocent customer prefers
straight-talking, gimmick-free communication, and is
naturally drawn to optimistic brands. Heavy-handed or guilt-
inducing communication is likely to repulse them.
Customer feel:
Hopeful. Joyful. I can do this! Encouraged. A simple solution.
They live their brand:
Be Good. Do Good. Feel Good. Seen as trustworthy, reliable
and honest, associated with morality, good virtues,
simplicity, can be nostalgic
What are innocent archetype brands like?

16. The Innocent archetype provides a good
identity for brands that
• provide a relatively simple answer to an
identifiable problem.
• are associated with goodness, morality,
simplicity, nostalgia, or childhood.
• have functions associated with cleanliness,
health, or virtue—and that are infinitely
replicable.
• are produced by a company with straight-
arrow core values. desire to differentiate
from a product with a tarnished image.
What are innocent archetype brands like?

18. “don’t fence me”
Core desire: the freedom to find out who you are
through exploring the world.
Goal: to experience a better, more authentic, more
fulfilling life.
Fear: getting trapped, conforming, inner emptiness
Strategy: journey, seek out and experience new
things, escape from entrapment and boredom.
Gift: autonomy, ambition, ability to be true to one’s
own soul
Trap: aimless wandering, becoming a misfit
The Explorer

19. Aka: The Seeker, The wanderer,
Explorer brands promise freedom.
Independent, adventurous and daring
While Outlaw challenges society, Explorer does so to find
himself & what is right for him
Desire for life altering experiences, want to live their life
on their own terms
Represent internal quest for authenticity, less overt than
Hero/Outlaw. Help people feel free
Driven to create experiences ahead of their time
Example: Go Pro, Jeep, Royal Enfield
What is the Explorer Archetype?

20. Tone of Voice:
Open-minded, resourceful, tolerant. Help one be true to one’s
self. They seek to help others experience the new and
unknown. Find and share ways that are unconventional
Customer feel:
Adventurous, cultured, “I have no limits,” amazed, alive.
Explorer customers embrace brands that promote freedom
and self-discovery, especially those that invite the customer
to embark on a journey with them.
They live their brand:
Exciting, risk-taking, authentic. Forever pushing boundaries in
the hopes of discovering new frontiers, the Explorer is
innovative and ambitious.
What are Explorer archetype brands like?

21. The Explorer archetype provides a good identity for brands
that
• your product helps people feel free, is nonconformist, or is
pioneering in some way.
• your product is rugged and sturdy or is appropriate for use
in nature, on the road, or in dangerous settings or
occupations.
• your product can be purchased from a catalogue, the
Internet, or another alternative source.
• your product can be purchased and consumed “on the
go.”
• your organization has an Explorer culture.
What are Explorer archetype brands like?

23. “the truth will set you free”
Core desire: the discovery of truth
Goal: to use intelligence and analysis to
understand the world
Fear: being duped, misled; ignorance
Strategy: seek out information and knowledge;
become self reflective and understand the
thinking process
Gift: wisdom, intelligence
Trap: can study issues forever and never act
The Sage

24. Aka: The Scholar, The Teacher
Sage brands promise wisdom.
Driven by desire to understand the world
Wants to be free to think for themselves, desire to
become an original thinker & gain wisdom
Wants to help enlighten the consumer
Often dignified and subdued, express high need for
autonomy and independence
Provide, expertise, knowledge & encourage thinking
Example: BBC, PBS, Google, Philips
What is the Sage Archetype?

25. Tone of Voice:
Factual, decisive, authoritative, intelligent, researched. They are
wise, articulate and open-minded
Customer feel:
Educated, “in the know”, wise, “I understand,” engrossed. Sage
customers believe that knowledge comes from growth, and
constantly look for new sources of information.
They live their brand:
Help people to better understand the world, provide practical
information and analysis. They challenge themselves to think in a
new way. Test all assumptions. Revel in the details.
What are Sage archetype brands like?

26. The Sage archetype provides a good identity for brands that
• it provides expertise or information to your customers.
• it encourages customers or clients to think.
• the brand is based on a new scientific breakthrough or
esoteric knowledge.
• the quality of the brand is supported by hard data.
What are Sage archetype brands like?

28. Leave a mark
on the world

29. “where there’s a will there’s a
way”
Core desire: prove one’s worth through courageous
and difficult action
Goal: exert mastery in a way that improves the world.
Fear: weakness, vulnerability, “wimping out”
Strategy: become as strong, competent, powerful as
you are cable of being
Gift: competence and courage
Trap: arrogance, developing the need for there to
always be an enemy
The Hero

30. Aka: The Warrior, The champion
Hero brands promise triumph.
Strong confident, disciplined and courageous, fighting
battles against evil
Represents power, honor & victory
Acts as a inspiration, form of active success
Often speak in a language that inspires consumers to
achieve more and realize their potential
Examples: FedEx, Tide
What is the Hero Archetype?

31. Tone of Voice:
Motivational, self-confident, self-disciplined, direct
Customer feel:
Inspired, strong, “I can overcome this challenge”
empowered, determined, motivated
They live their brand:
Make a positive mark on the world, solve major problems
or enable/inspire others to do so. Inspire others by
showing the challenges you have overcome. Brave,
determined and skillful.
What are Hero archetype brands like?

32. The Hero archetype provides a good identity for brands that
• you have an invention or innovation that will have a major
impact on the world
• your product helps people perform at their upper limit
• you are addressing a major social problem and asking
people to step up to the plate to help address it
• you are the underdog and want to rival the competition
• the strength of your product or service is its ability to do a
tough job efficiently and well
What are Hero archetype brands like?

34. “rules are meant to be broken”
Core desire: revenge or revolution
Goal: to destroy what is not working (for the outlaw
or the society)
Fear: being powerless, trivialized, inconsequential
Strategy: disrupt, destroy or shoock
Gift: outrageousness, radical freedom
Trap: to go over to the dark side, criminally
The Outlaw

35. Aka: The Rebel, The Maverick
Outlaw brands promise revolution.
Challenge the world and its rules, demanding and
providing change
Represent a release of pent-up passion, the rebel is a
liberating experience for them
Pave the way for revolutionary new ideas
Sometimes feel the excitement of being a little ‘bad’
What is the Outlaw Archetype?

36. Tone of Voice:
From Candid, Raw Honest to Outrageousness, radical freedom.
Unconventional and forcefully reject the status quo. Speak up
about things you don’t agree about.
Customer feel:
Love the idea of not being what people expect them to be. Take
risks, do the ‘unpopular’ thing. Rebellious, “Other people don’t get
it,” stimulated, thrilled, tenacious, impulsive, uncommon. They are
likely to value unique or shocking content with no obvious 'sell' to
it.
They live their brand:
They are free-spirited, brave and adaptable. Position themselves as
an alternative to the mainstream and make an effort to stand out.
Agent of change, advocate for the disenfranchised, allow people
to vent or break with conventions.
What are Outlaw archetype brands like?

37. The Outlaw archetype provides a good identity for
brands that
• customers and employees are feeling very disaffiliated
from society or identify with values at odds with those
of society at large
• the function of your product is to destroy something
(actually, like a bulldozer, or virtually, like many video
games) or is genuinely revolutionary
• your product is not very good for people, so that using
it is akin to thumbing your nose at society’s ideas of
what constitutes health
• your product helps pioneers new and revolutionary
attitudes
What are Outlaw archetype brands like?

39. “it can happen”
Core desire: knowledge of the fundamental laws of
how the world or universe works
Goal: make dreams come true
Fear: unanticipated negative consequences
Strategy: develop vision and live it
Gift: finding win-win outcomes
Trap: becoming manipulative
The Magician

40. Aka: The Visionary, The Transformer
Magician brands promise transformation, power through
knowledge
Motivation is achievement, legacy and change.
The Magician finds solutions in science or the
supernatural to create something from nothing — or turn
a mess into a miracle.
Transformational products & services, which are able to
take the consumer to another place
Highly imaginative and innovative
Create a dynamic and huge change in their category
What is the Magician Archetype?

41. Tone of Voice:
Cleverness, charisma, intuition, moving, great perception
Encourage people to look to the future, dream big and see
what can be achieved. If you can dream it, you can make it.
Customer feel:
“It can happen!” “I’m on the cutting edge” Transform into the
best possible you. They can grow wiser or influence people by
using your products. Communication should be as imaginative
and inspiring as possible.
They live their brand:
Help people achieve their vision - they offer transformational
experiences and help people turn ideas into action. They’re
also known for innovation, and constantly transforming their
own products and services.
What are the Magician archetype brands like?

42. The Magician archetype provides a good identity for
brands that
• the product or service is transformative.
• its implicit promise is to transform the customer.
• it helps to expand or extend consciousness.
• it has a spiritual or psychological component.
• it is a new and very contemporary product.
What are Magician archetype brands like?

45. Connect with others

46. “all men and women are created
equal”
Core Desire: connection with others
Goal: to belong, fit in
Fear: standing out, seeming to put on airs, and being
exiled or rejected as a result
Strategy: develop ordinary solid virtues, the common
touch, blend in
Gift: realism, empathy, lack of pretense
Trap: give up self to blend in, in exchange for only a
superficial connection
The Everyman

47. Aka: The Regular Guy/Girl
Regular guy brands promise belonging.
Virtues of simple being ordinary – unselfish,
faithful, friendly & supportive
Good things in life belong to everyone
Give people a sense of belonging, of being part
of a group of friendship & care
What is the Everyman Archetype?

48. Tone of Voice:
Honest and dependable. friendly, empathetic and
reliable
Customer feel:
Understood, seen, included, They want to belong
and feel a part of something. Appreciates quality
and dependability in their brands. They prefer the
familiar to the strange, and will emotionally invest
in brands that they trust.
They live their brand:
Common touch, solid virtues, gives a sense of
belonging. They take pride in their down-to-earth
ethos.
What are the Everyman archetype brands like?

49. The Everyman archetype provides a good
identity for brands that
• whose use helps people belong or feel that
they belong
• whose function is something used
commonly in everyday life
• produced or sold by a company with a
down-home organizational culture, and
• that want to differentiate themselves in a
positive way from a higher priced or more
elitist brand
What are Everyman archetype brands like?

51. “I only have eyes for you”
Core Desire: attain intimacy and experience sensual
pleasure
Goal: being in a relationship with the people, the
work, the experience, the surroundings they love
Fear: being alone, a wallflower, unwanted, unloved
Strategy: become more and more attractive
physically, emotionally, and in every other way
Gift: passion, gratitude, appreciation, commitment
Trap: doing anything and everything to attract and
please others, losing identity.
The Lover

52. Aka: The Romantic. The Dreamer
Lover brands promise passion.
Dashing, chivalrous, romantic, dreamy & glamorous
Lover brands focus on senses & create a multi sensory
experience for consumer
Help people belong, find friends or have a good time
What is the Lover Archetype?

53. Tone of Voice:
Affectionate, excited, evocative, passionate, magnetic, air of
mystique
Customer feel:
“I will seem more attractive to others”, “I want what she has”.
They feel appreciated, belong, connect, enjoy intimacy, build
relationships. They value the aesthetic appearance of premium
goods and services.
They live their brand:
Do it with passion or not at all. Focus on relationships. They
seek pleasure in their relationships and environment. They
promote themselves as glamourous, with an emphasis on
sensual pleasure. Communication will typically focus on how
the product feels for the customer
What are the Lover archetype brands like?

54. The Lover archetype provides a good identity for
brands that
• whose use helps people find love or friendship
• whose function fosters beauty, communication, or
closeness between people or is associated with
sexuality or romance
• if it is produced or sold by a company with an
intimate, elegant organizational culture, as
opposed to a massive Ruler hierarchy
• that needs to differentiate itself in a positive way
from lower priced brands
What are Lover archetype brands like?

56. “if I can’t dance, I don’t want to be
part of your revolution”
Core Desire: to live in the moment with full enjoyment
Goal: to have a great time and lighten up the world
Fear: boredom or being boring
Strategy: play, make jokes, be funny
Gift: joy
Trap: frittering away one’s life
The Jester

57. Aka: Entertainer. The Performer
Jester brands promise entertainment.
Fun, original & Irreverent
Embodies energies of mischief and desire for
change, tearing the old to create new
Help us live life in the present allow us to be
spontaneous, impulsive and help people have a
good time
Ridicule category convention and openly
dismissive of self important establishment
What is the Jester Archetype?

58. Tone of Voice:
Humorous, Enthusiastic, Doesn’t take oneself
or life too seriously, Silly, Joyful, Carefree,
Customer feel:
Playful, “I love life,” Giddy, Energetic,
Entertained, Amused. will love anything
unusual or playful – especially ads that make
light of the seriousness of life.
They live their brand:
Help people have a good time or enjoy what
they are doing, allow people to be more
impulsive and spontaneous. They live in the
moment and enjoy life.
What are the Jester archetype brands like?

59. The Jester archetype provides a good identity for brands
that
• whose use helps people belong or feel that they belong
• whose function helps people have a good time
• produced and/or sold by a company with a fun-loving,
freewheeling organizational culture
• that need to be differentiated from a self-important,
overconfident established brand
What are Jester archetype brands like?

61. Provide structure
to the world

62. “love your neighbor as yourself”
Core Desire: protect people from harm
Goal: to help others
Fear: selfishness, ingratitude
Strategy: do things for others
Gift: compassion, generosity
Trap: martyrdom of self
The Caregiver

63. Aka: The Nurturer. The Parent
Nurturer brands promise recognition.
One of the most positive archetypes
Altruist, moved by compassion and desire to help &
protect other.
Fears instability for the less fortunate
Pure, natural and generous. Empathetic and trustworthy,
nothing aggressive about them
Icons of home, security and continuity
What is the Caregiver Archetype?

64. Tone of Voice:
Considerate, thoughtful, kind, compassionate,
generous and strong, strike an emotional chord
Customer feel:
Loved, taken care of, safe, “I’m not alone in this,”
secure, thankful. Recognised for their effort,
without being patronised.
They live their brand:
Protection, safety and support to their customers.
Driven by their need to protect and care for others,
help people care for themselves.
What are the Caregiver archetype brands like?

65. The caregiver archetype provides a good identity for
brands that
• for which customer service provides the competitive
advantage.
• that provide support to families (from fast food to
minivans) or that are associated with nurturance (such
as cookies).
• for services in the health care, education, and other
caregiving fields (including politics).
• that help people stay connected with and care about
one another.
• that help people care for themselves.
• for non-profit causes and charitable activities.
What are Caregiver archetype brands like?

68. “if it can be imagined, it can be
created”
Core Desire: create something of enduring value
Goal: give form to a vision
Fear: having mediocre vision or execution
Strategy: develop artistic control and skill
Gift: creativity and imagination
Trap: perfectionism, miscreation
The Creator

69. Aka: The Artist. The Maker
Creator brands promise authenticity.
Desire to create things of enduring value
Led by a vision & focus for the end product
Passion for self expression and individuality
Creative and innovative approach to solution design
Inherently non-conformist, expressing something
personal and deeply felt
Dynamic enough to identify and build solution before
other
Promotes bold self expression, fosters innovation and
creativity
What is the Creator Archetype?

70. Tone of Voice:
Unique, descriptive, visual and metaphor rich.
Creators express through a variety of creative sources – music, art,
design, invention, poetry, literature, or photography. Creator
promote individuality
Customer feel:
Amazed, Inspired, ‘I want to do this’/ ‘I want to be her/him’
Creator brands allow people to "tap into their potential and re-
invent themselves — their minds, personalities, environments,
bodies, ambitions, and dreams
They live their brand:
Proud of what they make, they love to showcase their creative
process, inspiration, tools and people. Give behind the scene news to
their consumers. Take pride in creating new things, even if it is
something small
What are creator archetype brands like?

71. The Creator archetype provides a good identity for brands that
• if your product’s function encourages self-expression, provides
the customer with choices and options, helps foster innovation,
or is artistic in design
• in a creative field, like marketing, public relations, the arts,
technological innovation (such as software development)
• when you are seeking to differentiate it from a brand that
“does it all” for the customer, leaving little room for choice
• when a do-it-yourself element saves the customer money
• if your customers have enough discretionary time for creativity
to flourish
• if your organization has a Creator culture.
What are Creator archetype brands like?

74. “power isn’t everything it’s the
only thing”
Core Desire: control
Goal: create a prosperous, successful family,
company, or community
Fear: chaos, being overthrown
Strategy: exert leadership
Gift: responsibility, leadership
Trap: being bossy, authoritarian
The Ruler

75. Aka: The King. The Leader
Ruler brands promise power.
Play role of the leader, boss, authority in
category, lay down the rules, don’t like change
Sometimes attached to high-status powerful
products
Models for ideal behavior, see themselves as
ones setting the standards
Often market leaders, offering stability &
security in a chaotic world
What is the Ruler Archetype?

76. Tone of Voice:
Refined, Articulate, Confident, responsible and fair
Customer feel:
“They will make me successful.” Communication
should reinforce their feelings of power and stability.
Naturally dominant and will not appreciate patronising
or 'dumbed down' communication.
They live their brand:
Driven by their desire for power and control. Help
people become more organized, restore order, create
more stability and security in a chaotic world
What are the Ruler archetype brands like?

77. The Ruler archetype provides a good identity for brands
that
• a high-status product used by powerful people to enhance
their power
• a product that helps people be more organized
• a product or service that can offer a lifetime guarantee
• a brand seeking to differentiate from a more populist
(Regular Guy/Gal) one or that is the clear leader in the
field
What are Ruler archetype brands like?