Have you ever noticed that you just relate more to some companies over others?

One of the critical steps taken when setting goals for your brand and what you want it to be is figuring out the brand archetype. What’s this? Put simply, a Brand Archetype is a way of describing your brands personality. Business owners big or small are constantly looking for a way that will connect their brand to an audience and build a loyal following. Choosing a brand archetype provides a powerful way of doing this, that humans will relate to.

Us human’s love stories but more importantly, we love stories with characters. Think about all the different stories you have heard in your life and the types of characters that tend to appear. Be it a knight in shining armour, the underdog or the crazy uncle, we understand them and identify with them. Brands do the same thing.

So, what are the brand archetypes? There are 12 identities – or archetypes – that a brand can assume. Check out our infographic for a brief run down.



The Sage      Want to find the truth. Goal is to use intelligence and analysis to understand the world and help            people gain wisdom and insight.
The Ruler      Want to exercise power and influence. To them, power isn’t everything, it’s the only thing.
The Innocent      Believe that the glass is always half full. Want to be happy and have the world live in peace and harmony.
The Everyman       Thrive of connecting with others. Are the dependable and trusty guy next door. Down to earth.
 The Caregiver      Are satisfied by helping and protecting others.
The Lover      Have a desire for intimacy and connection.
The Jester      Live by “You only live once.” Want to have a great time and lighten up the world.
The Outlaw      Here to shake up the status quo.
The Explorer      Seek to find out who they are by exploring the world.
The Creator      Believe that if it can be imagined, it can be done.
The Hero      Know that where there’s a will, there’s a way.
The Magician      A visionary, inventor and charismatic leader that make things happen.


Think of some of the most successful brands you know and the archetypes they assume.

Apple: want to think different and switch up the status quo. They’re a Rebel

Disney: want your dreams to come true. They’re a magician.

Google: want to find the truth and are constantly seeking out information. They’re a Sage

Rolex: are prestigious and powerful. And they know it. They’re a Ruler.

These brands didn’t become who they are today by luck. They used intentional positioning strategies to develop a personality that would resonate with their target audience.

The question is, how do you create the right character for your company? As brand specialists, our job is to help you create the same connection between your customers and your businesses.

Speak to us today about building a successful brand on 07 3180 1416.

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