Discovering your brand archetype and designing a brand personality around it can help you connect intuitively with your audience increasing brand loyalty, community creation, engagement, and conversions.

1. WHO IS
YOUR
BRAND?
Discover your brand’s
archetype and how to
build deeper connections
with your customers.

2. WHAT IS AN
ARCHETYPE?
According to C.G. Jung, archetypes
are universal patterns of behaviors
that can help people understand
themselves and how they relate
to others.
We understand archetypes
intuitively. They are shortcuts to
meaning — transcending time
and place.

3. WHY IS IT
IMPORTANT?
Building a clear and consistent brand
acts like a roadmap for your business.
It guides your decisions and allows
you to connect more deeply with your
customers and employees.
Management consulting firm Booz
Allen reports that “brand-guided
companies have profitability margins
nearly twice the industry standard.”

4. ARCHETYPES
OVERVIEW
PRO
VID
E
STRU
CTU
RE
CO
N
N
ECT
W
ITH
O
TH
ERS
CH
AN
G
E
TH
E
W
O
RLD
SPIRITU
AL
YEARN
IN
G
THESAGE
THE
EX
PLO
RER
THE INNOCENT THE LEADER
THE
C
REATOR
THENURTURER
THEHERO
THE
RE
BEL
THE MAGICIAN THE JESTER
THE
L
O
VER
THEFRIEND

5. 01.
PROVIDE
STRUCTURE
The Leader enacts control
The Creator builds progress and change
The Nurturer provides service

6. 01. PROVIDE STRUCTURE
THE LEADER
Also known as The Executive, The Ruler
Motto: Dare to Lead
Brand promise: Power, authority, and stability
At best: Confident, decisive, and strong
Possible pitfalls: Overbearing, aggressive, inflexible
Customers connect with your brand because
it promises strength, luxury and leadership.
Keep the tone dignified and aspirational.
It will feel out of character if you suddenly
appear indecisive or unprofessional.
Brands Include: American Express, Rolex,
Hugo Boss

7. 01. PROVIDE STRUCTURE
THE CREATOR
Motto: The world is a canvas to the imagination
Brand promise: Imagination, self-expression,
and creativity
At best: Original, visionary, and game-changing
Possible pitfalls: Self-centered, being unrelatable,
and pretentious
Customers connect with your brand because
it promises an innovative and transformational
experience. Keep the tone inspirational and daring.
It will feel out of character if you suddenly
appear mundane or inauthentic.
Brands Include: Apple, Lego, Adobe
Also known as The Maker, The Artist

8. 01. PROVIDE STRUCTURE
THE NURTURER
Also known as The Helper, The Parent
Motto: We rise by lifting others
Brand promise: Care, safety and support
At best: Helpful, compassionate, and generous
Possible pitfalls: Patronizing, overly didactic
and codependent
Customers connect with your brand because it
promises protection and emotional warmth.
Keep the tone personal and caring.
It will feel out of character if you suddenly
appear ironic or driven by business goals.
Brands Include: Volvo, Pampers, Campbell’s

9. 02.
CONNECT
WITH OTHERS
The Friend gives a feeling of belonging
The Jester brings fun and enjoyment
The Lover provides love and intimacy

10. 02. CONNECT WITH OTHERS
THE FRIEND
Motto: Come as you are
Brand Promise: Dependability, trust
and familiarity
At best: Friendly, empathetic and
down-to-earth
Possible pitfalls: Boring, undifferentiated,
mediocre
Customers connect with your brand because it
promises a sense of belonging and acceptance.
Keep the tone conversational and familiar.
It will feel out of character if you suddenly
appear elitist or superficial.
Brands include: Levi’s, Budweiser, IKEA
Also known as The Everyman, The Girl/Guy Next Door

11. 02. CONNECT WITH OTHERS
THE JESTER
Motto: Life is to be enjoyed
Brand promise: Joy, humor, enthusiasm
At best: Fun, playful, and self-deprecating
Possible pitfalls: Frivolous, irresponsible,
mean-spirited
Customers connect with your brand
because it entertains, lightens things up
and helps them enjoy the moment. Keep
the tone light and teasing.
It will feel out of character if you suddenly
appear to take yourself too seriously or
becoming overly contemplative.
Brands include: Priceline, M&Ms, Old SpiceAlso known as The Entertainer, The Comedian

12. 02. CONNECT WITH OTHERS
THE LOVER
Motto: The heart never lies.
Brand promise: Sharing passions, appeal to
the senses, being loved
At best: Attractive, sensual, and sexy
Possible pitfalls: Needy, people-pleasing,
and inauthentic
Customers connect with your brand because it
promises an intimate, spell-binding experience.
Keep the tone personal and affectionate.
It will feel out of character if you suddenly
appear aloof or indifferent.
Brands include: Victoria’s Secret, Häagen-Dazs,
Calvin Klein
Also known as The Sensualist, The Seducer

13. 03.
CHANGE
THE WORLD
The Hero seeks victory
The Rebel breaks from tradition
The Magician transforms

14. 03. CHANGE THE WORLD
THE HERO
Motto: We triumph
Brand promise: Victory, superiority, power
and advantage
At best: Brave, determined, and efficient
Possible pitfalls: Arrogance, overly-aggressive,
and ruthless
Customers connect with your brand because it
promises quality and superiority. Keep the tone
confident and motivated.
It will feel out of character if you suddenly appear
uncertain or uninspired.
Brands include: Nike, FedEx, Duracell
Also known as The Warrior, The Rescuer

15. 03. CHANGE THE WORLD
THE REBEL
Motto: Life is a game with rules, learn how to
break them.
Brand promise: Revolution, honesty and
rejecting convention
At best: Unorthodox, raw, and free-spirited
Possible pitfalls: Destructive, nihilistic, and purely
for shock-value
Customers connect with your brand because it
promises an alternative to mainstream culture
and a subversion of the status quo. Keep the tone
audacious and edgy.
It will feel out of character if you suddenly appear
conventional or concerned with other’s opinions.
Brands include: Harley Davidson, MTV, Virgin
Also known as The Outlaw, The Maverick

16. 03. CHANGE THE WORLD
THE MAGICIAN
Motto: Make your own magic
Brand promise: Understanding the universe,
building a better future
At best: Transformational, thoughtful,
and independent
Possible pitfalls: Manipulative and disconnected
from reality
Customers connect with your brand because it
promises transformation based on knowledge,
experience and imagination. Keep the tone
expansive and inspirational.
It will feel out of character if you suddenly appear
status-quo or to be splitting hairs.
Brands include: Disney, Lululemon, TED
Also known as The Transformer, The Visionary

17. 04.
SPIRITUAL
YEARNING
The Innocent provides safety
The Sage seeks knowledge
The Explorer pursues freedom

18. 04. SPIRITUAL YEARNING
THE INNOCENT
Motto: We create happiness
Brand promise: Simple, pure, trustworthy
and safe
At best: Honest, enthusiastic and optimistic
Possible pitfalls: Overly simplistic,
boring, puerile
Customers connect with your brand because it
promises joy and wholesomeness. Keep the tone
optimistic and straight-forward.
It will feel out of character if you suddenly appear
heavy-handed or negative.
Brands include: Coke, Dove, McDonald’s
Also known as The Dreamer, The Romantic

19. 03. CHANGE THE WORLD
THE EXPLORER
Motto: It’s a big world out there. Go explore!
Brand promise: Independence, self-actualization
and discovery
At best: Non-conformist, spiritual,
and motivating
Possible pitfalls: Aimless, self-indulgent,
and hedonistic
Customers connect with your brand because
it promises freedom and a path of personal
growth. Keep the tone bold and ambitious.
It will feel out of character if you suddenly
appear overly concerned with the status quo or
everyday routine.
Brands include: North Face, Jeep, GoPro
Also known as The Seeker, The Wanderer

20. 04. SPIRITUAL YEARNING
THE SAGE
Motto: If you have knowledge, let others light
their candles in it.
Brand promise: Wisdom, truth, and reflection
At best: Knowledgable, articulate,
and informative
Possible pitfalls: Aloof, pedantic, and detached
Customers connect with your brand because it
educates and challenges them. Keep the tone
intellectual and open-minded.
It will feel out of character if you suddenly
appear to dumb down or become patronizing.
Brands include: National Geographic, Google,
New York Times
Also known as The Scholar, The Teacher

21. WANT TO LEARN MORE?
Take our quick and fun quiz:
WHAT’S YOUR BRAND ARCHETYPE?
Or visit us at www.float.design