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Brand Archetypes: The common Personalities Top Brands Portray


Anyone that has ever completed the Myer-Briggs type indicator test might know how exhilarating it can be to put your personality to the test. Without value judgement, you might learn what scenarios you excel in and what presents more significant challenges to you.

The same is possible for brands. If you’re just starting a business and thinking about what values and traits make up your brand, you might be wondering what common brand types there are. These act in similar ways and prioritise specific values over others.

Knowing your brand archetype can help if you want to work with a brand design agency. It can help provide a clearer idea of your objectives and values and create a point of reference. In this post, we’ve outlined some of the most common brand archetypes.

The Innocent

The “Innocent” brand has the goal to be happy. They are feel-good businesses that strive to be good, sustainable, moral, loyal and romantic. They are often young and optimistic brands that appeal to everyday social movements in the Zeitgeist and hold strong values.

The Innocent brand is trustworthy and honest. It can be relied upon but might be a little predictable or naive in its value proposition. Examples of an Innocent Brand archetype include Coca-Cola and Dove Soap.

Your “Regular” Type

The regular brand type aims to belong. They want to put themselves on a level with the consumer by being authentic, down-to-earth and relatable. They like to connect with their audience – a bit like the supportive next-door neighbour.

As a result, the Regular archetype might lack a distinct identity and blend in. Examples of this type include Home Depot and eBay.

The Outlaw

Outlaws break the rules, resist authority, feel wild and confident and add excitement to the lives of their consumers. They like to rebel against conventions and don’t mind being a bit controversial. The Outlaw archetype runs the danger of being seen in a negative way when they overstep the line. But they are agents of change and have a distinct niche audience that associates with a similar mindset.

The Hero

As the name suggests, the hero is a brand archetype that cares about changing the world and wants to inspire the masses. Their products and marketing have an air of courage and determination. Their marketing is always confident and inspirational, and even if their product is simple, this brand makes you feel like you could conquer the world.

Nike is perhaps the best example of a heroic brand archetype. The pitfall for this type is that they can come across as a bit arrogant. Sometimes a shoe can’t fix major problems. (And Pepsi can’t bring unity and harmony to a divided country.)

The Explorer

The Explorer is all about new experiences and adventure. This type speaks to the spirit of independence and growth. They encourage risk-takers and go for an authentic feel that is off the beaten path. Therefore, they don’t always appeal to mainstream media.

Some examples of the Explorer Type include Red Bull, Indiana Jones and Jeep.

The Creator

The creator wants to create something meaningful and imaginative. Their products aren’t always practical but engage the playful side in their audience and help expression at a grand scale. Both Lego and Play-do are creator types.

The Ruler

The Ruler exerts control and established order. They are the leaders in their industries, role models of their traits, and are highly credible. Professionalism and practicality are core values of their businesses, and they tend to offer similar values to their customers through their products. The downside is that they don’t connect with the little guy, and they’re (typically) not as fun. That said, they excel in their field – so its swings and roundabouts! Examples of the ruler are long-trusted brands like Microsoft or Mercedes-Benz.

The Magician

Magicians are visionaries. As innovators in their fields, they feel like the future and promise the newest ideas. Magicians are charismatic brands that carry a spirit of idealism and revolution. Often these brands rely strongly on their perception. For this, they need to be risk-takers that bring new products to the market. The most famous example of a Magician Type Brand is Apple.

The Jester

The Jester archetype, as the name suggests, wants to bring joy. They are light-hearted, don’t take themselves too seriously, and have a sense of humour. Brands like this help their customers enjoy life and have a good time. They aren’t always the most high-end product but rather embrace the chaos of life in a down-to-earth way. IKEA is an excellent example of this archetype.

Do You Recognize Yourself in One of These Brand Archetypes?

Knowing what your brand is all about is crucial for yourself and design agencies to play to your strengths and highlight your best values. A brand design agency can help you identify values and objectives that can help your brand stay consistent going forward.

ZAK is a Creative agency in London. Regardless of what type of brand you are, we work with your objectives and values to create a brand marketing strategy that suits your needs. Get in touch today to learn more.