What in the Guacamole is Brand Archetypes?
Just like people, business brands have personalities—and yes, they can change too. In the wild world of marketing and branding, brands use archetypes as one of the ways to shape how their audience sees them.
Think of archetypes as the secret sauce that ensures your audience "feels" your brand’s vibe in a consistent way. But here’s the kicker: sometimes, your business might need to switch up its brand archetype as it grows.
Maybe, your brand started off as the Magician, you’re all about change, magic, and pushing people in the right direction. But as you’ve evolved, maybe you’re leaning more into your inner Badass, challenging the status quo and turning heads. Or perhaps you've embraced your wisdom, and now your brand’s giving off some serious Sage vibes.
No worries—this is totally normal. So, how do you know it’s time to reassess your brand archetype? Here’s a hint: it’s all about rooting your branding in intention.
Ever worked in a corporate setting? You’ve probably been handed a Myers-Briggs or DISC quiz before they even offered you coffee. In corporate land, nailing down your personality type (INFJ, anyone?) is somehow more urgent than giving HR your bank details.
People usually have strong feelings about personality tests, much like they do about football. You’re either all in or couldn’t care less. But here’s the thing: personality quizzes aren’t gospel—they’re just guides to help navigate the maze of work and business life. Sure, they might seem like a corporate fad, but they’re more useful than you’d think. (Kinda like a step ladder—trust me, you need one.)
If a quiz helps someone realize they’re a bit of a procrastinator but ace in a team, what’s the harm in knowing that? It’s empowering. You can’t fix a bad habit if you don’t know it’s there, right?
Archetype tests can also be great icebreakers. Instead of calling someone in your office a total jerk, wouldn’t it be more diplomatic to say they’re “Directorial” or “Oppositional”? See? Quizzes can help make work life a bit more bearable.
Now, how does this apply to your brand? Enter brand archetypes, my friend!
There are twelve traditional brand archetypes. The names might vary slightly, but they usually fall into these categories: Nurturer, Badass, Alchemist, Pure Heart, Adventuress, Girl Next Door, Heroine, Mischief Maker, Lover, Sage, Queen, and Creatress.
Most brands (and business owners) have a primary archetype and maybe a secondary one or two. You might have a mix, but usually, there’s a leading archetype driving the show.
Why Should You Know Your Brand Archetype?
It Helps You Run Your Business in a Way That Works for You
If your archetype is Lover, and you’re all about spreading love, trying to run your business like a Sage (the intellectual) won’t work well. It’s like buying a ticket for a rom-com and getting a documentary on sand flies instead. Confusing, right? That’s how your customers will feel if your brand steps outside its archetype. Imagine Paris Hilton going minimalist—it’d break the internet and the economy.
It Can Help You Choose Your Next Move
At a crossroads in your business? Knowing your archetype can help guide your decision. If you’re a Creator, you might choose to write a book over collaborating with someone else. Queens might also pick the book because they like power and being the boss. On the flip side, the Alchemist might opt for collaboration because they’re all about transformation and magic. No right answer—just what suits you best.It Highlights Your Strengths and Weaknesses
We’re not great at admitting our flaws, but when an anonymous quiz points them out, we tend to listen. Quizzes are a gentle way to uncover both strengths and areas for improvement. Think of your strengths as a killer outfit—show them off, and no one will notice your metaphorical bad hair day.It Helps You Understand Your Customers
Knowing your brand archetype helps you connect with your customers on a deeper level. Chances are, they share your archetype or aspire to it. By speaking their language, you make your brand irresistible.It Gives You Confidence in Your Decision-Making
When you know your archetype, making business decisions feels more intuitive. A Badass will go for the thrill, while the Pure Heart will choose the joyful path. The Girl Next Door will stick to what’s sensible, and the Jester will pick the most entertaining option. (But if there’s big money involved, that’s everyone’s jam.)
Is this the only way to determine your Personality?
While brand archetypes are a popular method for defining a brand's personality, there are other approaches you can use to discover and shape your brand identity. These are some other personality frameworks to help define your brand, beyond the traditional brand archetypes:
The Brand Archetypes
Imagine your brand as a person. A proper, sentient being with thoughts, feelings, and emotions. What kind of person is your brand? Silly and funny? Sweet and loving? Adventurous and risky?
When you imagine your brand as a person, it’s easier to picture the kind of friends (customers) that brand would attract. If you’re curious about what personality your brand has, keep on reading
The Nurturer (Caregiver)
You’re at your best when you’re empowering others to achieve wholeness. Your main drive is to heal and create wellness, with a compelling vision for how people’s lives could be. You love to nourish, nurture, and inspire hope for a beautiful future. You’re the Mother Teresa of the branding world.
The Badass (Outlaw)
You’re in your element when blazing a new path for the world. You thrive on turning the established order on its head and won’t stop until you’ve conquered that change. Questioning the status quo and relentless energy are your cornerstones. Miley Cyrus, anyone?
The Alchemist (Magician)
You shine when developing a vision and living it fully. Your life’s mission is to facilitate transformation, gently pushing people in the right direction and making magic with everything you do. You’re a next-level creator, like Roald Dahl or J.K. Rowling, who changed the world with their imagination.
The Pure Heart (Innocent)
You’re at your best when spreading happiness and optimism. With an unbridled sense of wonder and purity, you’re the one with the ‘Don’t worry, be happy!’ tattoo. Your glass is always half full, and you see the good in everyone. Think The Body Shop—pure, wholesome, and grandma-approved.
The Adventuress (Explorer)
You thrive when exploring new ideas, fresh frontiers, and expanded horizons. Driven by the desire for new experiences, you push boundaries and write your own rules. Elizabeth Gilbert is a shining example of an Adventuress—always seeking answers, no matter where the journey takes her.
The Everyman (Girl Next Door)
You’re at your best when helping people fit in and feel comfortable. You capture hearts with your relatable charm and have a knack for making everyone feel like they belong. The TV show Masterchef is the perfect example of this brand—accessible, family-friendly, and totally relatable.
The Heroine (Hero)
You’re in your zone when overcoming adversity to make the world a better place. Disciplined, focused, and strong, you have a burning desire to prove your worth by kicking huge goals. Serena Williams, anyone? Mic drop.
The Mischief Maker (Jester)
You thrive when you’re given (or take!) a stage to spread joy into the world’s dark corners. Motivated by a desire to play, be funny, and cause pleasant chaos, you’re original and love distracting people from the mundane. Hamish Blake is a prime example of a Mischief Maker.
The Lover
You’re at your best when you’re truly in love with what you’re doing. Driven by passion and beauty, your Big Scary Goal is to make meaning in the world. Your charm and warm personality help you connect deeply with people. Sex and The City’s Charlotte would be your muse.
The Sage
You shine when sharing thoroughly researched information and deepening others’ understanding of the world. Your life revolves around a passionate search for wisdom and truth. An ideal afternoon involves a stack of peer-reviewed papers. Yoda, much?
The Queen/King (Ruler)
You’re in your element when sitting on your throne, leading with confidence and intelligence. You’re motivated by a desire to create an empire, do what you want, and inspire others to follow. Beyoncé, Oprah, and Martha Stewart are your spirit animals.
The Creator
You thrive when you’re innovating and expressing yourself through your work. Motivated by creativity and originality, you’re at your best when crafting something new, bold, and never-seen-before. Think Picasso or Steve Jobs.
Are you ready to discover your Brand Archetype?
Figuring out your brand’s archetype is like helping define its identity that will help you navigate your business and make decisions that align with your brand’s unique personality. Once you know your brand personality, everything falls into place—from your logo to your social media posts. And when your brand’s personality shines through that aligns with your messaging, your audience will be like, “Yep, that’s my kind of brand!”
Download our free resource below to get started, and reach out to us for a fun and insightful session to explore your brand’s unique personality!
Download your Free Brand Archetype Resource by following the link here.
We're incredibly enthusiastic about helping businesses create distinctive brands and simplifying the process of visual communication. If you're interested in delving deeper with personalised insights for your business, schedule a complimentary 15-minute consultation with us today. Working together, we can unlock a stronger brand that resonates deeply with your audience. Let's explore opportunities for improvement and make it feel effortless. As always, stay classy! ✌🏻
Referenced: Carl JungWant to get all the juicy goss about branding and illustration straight to your inbox?
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