Ever wonder why some brands make you feel like you’re chatting with your best friend, while others sound like your strict high school principal? That’s the magic of brand archetypes at work! These 12 personality types—from the nurturing Caregiver to the rebellious Outlaw—give your brand its unique character. Think of them as the secret sauce that makes Target feel welcoming and Red Bull feel adventurous, even though they’re just companies selling stuff.
Your brand’s tone and voice aren’t just random choices you make when writing social media posts. They’re deeply connected to the archetype you choose. A Sage brand (think Google or PBS) speaks with authority and wisdom, while a Jester brand (like Old Spice or M&Ms) cracks jokes and keeps things light. Pick the wrong archetype, and suddenly you’re the awkward person at the party wearing a tuxedo when everyone else is in swimsuits. Yikes!
The beauty of these archetypes is that they’ve been around since… well, pretty much forever. Carl Jung identified them as patterns that show up in stories across all cultures. That’s why they work so well—they tap into something we all recognize without even realizing it. When your brand consistently speaks in its archetype’s voice, people start to feel like they know you, trust you, and want to hang out with you (or at least buy your products). And isn’t that the whole point of branding? To make people like you enough to open their wallets!
Ready to discover your brand’s true personality? Download our comprehensive Brand Archetypes Guide for FREE! This guide dives deeper into all 12 archetypes, revealing each one’s core desires, distinctive traits, and ideal marketing niches. Stop guessing and start building a brand voice that genuinely connects with your audience. Download your copy today.