12 Brand Archetypes

Brand Archetypes Quiz

Here is my version of the 12 brand archetypes quiz. In step one, we identify the primary driver and in step two, we find your archetype. I have found this two-step process works better and is more objective. Traditional VS Alpha Transformation in Archetypes The new Alpha archetypes reflect the unique values and interests of…

Here is my version of the 12 brand archetypes quiz. In step one, we identify the primary driver and in step two, we find your archetype. I have found this two-step process works better and is more objective.

Traditional VS Alpha Transformation in Archetypes

The new Alpha archetypes reflect the unique values and interests of the current generation, including a strong focus on technology and digital media, a commitment to social and environmental issues, and a desire for work-life balance and holistic wellness practices. These archetypes also place a greater emphasis on diversity and inclusivity, reflecting the changing cultural landscape of the modern world.

Compared to the traditional archetypes, the Alpha archetypes tend to be more entrepreneurial, self-directed, and socially conscious, reflecting the current generation’s desire to make a positive impact on the world. They also tend to be more digitally savvy and connected, reflecting the increasing role of technology in modern life. Overall, the new Alpha archetypes provide a fresh perspective on the human experience, highlighting the unique challenges and opportunities of the current generation.

Traditional ArchetypeNew Archetype
ExplorerDigital Native
SageGlobal Citizen
OutlawSocial Activist
CaregiverWellness Seeker
RulerInclusive Leader
EverymanHybrid Identity
MagicianData Wizard
JesterWork/Life Integrator
LoverVirtual Citizen

Do this first: Primary Driver Quiz

The twelve archetypes are divided into ego, self, and soul types. These types refer to the primary driver the archetypes used to navigate through the world. I

Ego-Driven Brand ArchetypesSoul-Driven Brand ArchetypesSelf-Driven Brand Archetypes
Brand Archetype Drivers

This first quiz works out which one of these broader categories your customers belong to because it is important to know about

STEP 1. Brand Archetypes Quiz Step One – Find the primary driver: Ego, Self or Soul

Ego-Driven Brand Archetypes Quiz

Ego-Driven Brand Archetypes Quiz

Ego-driven brand archetypes are motivated by the need for personal achievement and success. The ego is concerned with self-promotion, recognition, and validation. The four ego-driven brand archetypes are:

  1. Innocent: Represents purity, simplicity, and optimism.
  2. Orphan: Represents vulnerability, humility, and realism.
  3. Hero: Represents courage, strength, and determination.
  4. Caregiver: Represents compassion, empathy, and nurturing.
Innocent Brand Archetypes:
Citizen Brand Archetypes:
Hero Brand Archetypes:
Caregiver Brand Archetypes:
Ego-Driven Brand Archetypes

The Innocent brand archetype

The Innocent brand archetype represents pure, wholesome, and trustworthy qualities. Brands that embody this archetype often evoke feelings of comfort, nostalgia, and optimism. Here are the four Innocent archetypes and how they may be used in branding:

  1. Child: Brands that use the Child archetype often appeal to a sense of innocence, playfulness, and innocence. These brands may be marketed toward children or aim to evoke a sense of childhood memories in their target audience. Examples of brands that embody the Child archetype include Lego, Disney, and Fisher-Price.
  2. Dreamer: Brands that use the Dreamer archetype tap into people’s aspirations and imagination. These brands often focus on creativity, inspiration, and possibility. Examples of brands that embody the Dreamer archetype include Apple, Tesla, and Airbnb.
  3. Idealist: Brands that use the Idealist archetype appeal to people’s desire for a better world. These brands often focus on social responsibility, environmental sustainability, and ethical business practices. Examples of brands that embody the Idealist archetype include Patagonia, Ben & Jerry’s, and The Body Shop.
  4. Muse: Brands that use the Muse archetype appeal to people’s desire for inspiration and self-expression. These brands often focus on creativity, self-discovery, and artistic expression. Examples of brands that embody the Muse archetype include Spotify, Pinterest, and Etsy.

Citizen Brand Archetypes:

The Citizen Brand Archetype represents brands that aim to serve and improve the community, create a sense of belonging, and act as a mediator between different groups. This archetype values stability, reliability, and transparency, and seeks to create a harmonious and inclusive society.

  1. Advocate: Brands that embody the Advocate archetype see themselves as protectors of the community and champions of a particular cause or issue. They are known for their strong sense of social justice and their unwavering commitment to making a difference in the world.
  2. Everyman: The Everyman archetype represents the “average Joe” or the “man on the street.” Brands that embody this archetype aim to be relatable and accessible to everyone, regardless of their background, culture, or socio-economic status.
  3. Networker: Brands that embody the Networker archetype are focused on creating connections and building relationships between different people and groups. They value collaboration, community-building, and teamwork, and are often instrumental in bringing people together.
  4. Servant: Brands that embody the Servant archetype see themselves as servants to their customers and the community. They place a high value on service and humility, and are known for their dedication to helping others and making their customers’ lives easier.

The Caregiver Brand Archetype

The Caregiver Brand Archetype represents a brand that prioritizes caring and nurturing its customers, employees, and society. A brand that embodies the Caregiver archetype is focused on creating a supportive, comforting and safe environment for those it serves.

Here are a few examples of brands that use the Caregiver archetype:

  1. Johnson & Johnson: Johnson & Johnson is a healthcare company that uses the Caregiver archetype in their branding. They focus on creating products that help people stay healthy, feel better, and live longer.
  2. Nike: Nike’s brand embodies the Caregiver archetype through their emphasis on empowering and helping people achieve their fitness and athletic goals.
  3. Pampers: Pampers is a brand that provides products for baby care and uses the Caregiver archetype in their branding. They are focused on making life easier and more comfortable for new mothers and their babies.
  4. IKEA: IKEA’s brand embodies the Caregiver archetype through their focus on creating furniture and home decor that is comfortable, practical, and affordable for everyone.

Hero Brand Archetype:

The Hero brand archetype is characterized by courage, strength, and bravery. It embodies the ideals of heroism, leadership, and protection. Companies that use the Hero brand archetype aim to inspire and empower their customers by presenting themselves as fearless champions of their values and beliefs.

Some examples of brands that use the Hero archetype include Nike (Athlete), Amnesty International (Liberator), Red Cross (Rescuer), and the US Army (Warrior). These brands often use powerful imagery and messaging that evoke feelings of strength, bravery, and determination, as well as feature real-life heroes and role models who embody these values. They also tend to focus on the transformative and empowering effects their products and services can have on their customers’ lives, making them feel like heroes in their own right.

Self-Driven Brand Archetypes Quiz

Self-driven brand archetypes are motivated by the need for connection, relationships, and a sense of belonging. The self is concerned with building relationships, creating communities, and finding meaning in life. The four self-driven brand archetypes are:

  1. Explorer: Represents freedom, independence, and curiosity.
  2. Rebel: Represents nonconformity, individuality, and creativity.
  3. Lover: Represents passion, intimacy, and sensuality.
  4. Creator: Represents imagination, innovation, and self-expression.


Jester Brand Archetypes
Sage Brand Archetypes
Magician Brand Archetypes
Ruler Brand Archetypes Sovereign
Self-Driven Brand Archetypes

Jester Brand Archetypes

The Jester brand archetype represents humor, playfulness, and unconventionality. Brands that align with the Jester archetype aim to create a lighthearted and enjoyable experience for their customers. The Jester archetype can be seen in: Jester Brand Archetypes

  1. Entertainer brands: These brands focus on creating a fun and entertaining experience, such as theme parks, live shows, and circuses.
  2. Clown brands: Brands that use humor and satire in their advertising and marketing, such as comedic movies and TV shows.
  3. Provocateur brands: Brands that challenge conventional thinking and push boundaries, such as satirical news websites and edgy fashion brands.
  4. Shapeshifter brands: Brands that are versatile and adaptable, constantly changing and evolving to stay fresh and relevant, such as tech companies and startups.
Jester Brand Archetype

The Sage brand archetype

The Sage brand archetype represents wisdom, knowledge, and the pursuit of truth. Brands using this archetype aim to educate, inform, and help consumers make informed decisions. Examples of brands that align with the Sage archetype include:

  1. Academia/Educational Institutions – universities and colleges, online educational platforms, language schools, etc.
  2. Scientific/Technical Brands – research organizations, scientific journals, software companies, and technology brands
  3. Consulting/Advisory Brands – management consulting firms, financial advisors, and other brands providing expert advice and guidance to clients
  4. Health/Wellness Brands – dietary supplements, natural health products, and wellness brands, etc.
  5. Research-Based Brands – think tanks, polling and research organizations, and data analytics companies, etc.

These brands often use communication styles that are authoritative, knowledgeable, and data-driven to convey their expertise and credibility to their target audience.

Magician Brand Archetype

Ruler Brand Archetype

The Ruler Brand Archetypes are focused on providing stability and order, embodying authority and power. They embody the following archetypes:

  1. Sovereign – this archetype represents leadership and power, commanding respect and attention. Brands that embody this archetype often want to project confidence, stability and expertise.
  2. Judge – this archetype represents fairness and objectivity, setting standards and making decisions based on what is right. Brands that embody this archetype often want to convey that they are fair and impartial.
  3. Patriarch – this archetype represents tradition and stability, preserving the status quo and valuing family and community. Brands that embody this archetype often want to project a sense of heritage, reliability, and dependability.
  4. Ambassador – this archetype represents diplomacy and grace, fostering relationships and acting as a liaison between different groups. Brands that embody this archetype often want to convey that they are approachable and represent a bridge between different communities.

Soul-Driven Brand Archetypes Quiz

Soul Drive Brand Archetypes Quiz. Find out if your brand represents one of the following:

Soul-driven brand archetypes are motivated by the need for personal growth, enlightenment, and spiritual fulfillment. The soul is concerned with finding inner peace, wisdom, and enlightenment. The four soul-driven brand archetypes are:

  1. Jester: Represents joy, humor, and spontaneity.
  2. Sage: Represents knowledge, wisdom, and insight.
  3. Magician: Represents transformation, power, and mystery.
  4. Ruler: Represents control, order, and authority.


  1. Magician: inspires transformation and change
  2. Explorer: seeks adventure and new experiences
  3. Poet: evokes emotion and creates beauty
  4. Seeker: strives for truth and knowledge.
Explorer Brand Archetypes

Rebel Brand Archetypes

Lover Brand Archetypes

Creator Brand Archetypes

Soul-Driven Brand Archetypes Quiz

Explorer Brand Archetypes

The Explorer brand archetype represents brands that embody a sense of adventure and discovery. These brands focus on new experiences and seeking out the unknown, which can help them stand out and appeal to consumers who value freedom, independence, and a thirst for knowledge. Examples of brands that embody the Explorer archetype include brands that promote travel and exploration such as National Geographic, brands that specialize in outdoor gear like Patagonia, and technology brands that encourage innovation and experimentation like Tesla. The Explorer archetype can be a powerful tool for branding, as it appeals to consumers who value discovery and self-expression, and who are looking for brands that can provide them with unique and exciting experiences.

Explorer Brand Archetype

Rebel Outlaw Brand Archetype

The Rebel brand archetype represents a brand that challenges the status quo and seeks to change things for the better. Brands using this archetype often have a strong and distinct personality that sets them apart from others in their industry. They are often seen as bold, daring, and unapologetic, and they appeal to consumers who share these values and seek to break away from convention. Brands that use the Rebel archetype include: Harley-Davidson, Red Bull, Virgin, and Patagonia. These brands often use bold and unique marketing campaigns to convey their message and attract customers who are drawn to their spirit of rebellion.

Rebel Brand Archetype

Lover Brand Archetypes

Lover Brand Archetypes

The Lover Brand Archetype is centered around forming emotional and intimate connections with customers. Brands that embody this archetype focus on creating experiences and products that evoke feelings of love, affection, and attachment. They aim to foster strong emotional bonds with their customers and to be seen as a trusted and beloved partner. Some examples of brands that embody the Lover Archetype include Tiffany & Co., Godiva Chocolates, and Coca-Cola. These brands often use imagery and messaging that appeals to the emotions, such as romantic scenes or heartwarming moments. Additionally, they may focus on creating a sense of intimacy and community among their customers, such as through loyalty programs or special events. By embracing the Lover Brand Archetype, companies can create a strong emotional connection with their customers and differentiate themselves from competitors.

Using the Lover brand archetype can help a brand appeal to emotions, relationships, and desires for connection and intimacy. This archetype is often used by brands in the beauty, fashion, jewelry, and hospitality industries, among others. A brand that aligns with the Lover archetype may focus on creating products and experiences that evoke feelings of love, romance, and connection. For example, a jewelry brand may emphasize the emotional significance of its products and the memories they help create. A hotel chain may emphasize the romantic atmosphere of its properties and the intimacy it offers its guests. To effectively use the Lover archetype, a brand should be authentic, empathetic, and focus on creating an emotional connection with its customers.

The Lover Brand Archetypes are:

  • Companion: This archetype embodies the ideal of a loyal and supportive friend. Brands that use the companion archetype often focus on building strong relationships with their customers and creating a sense of community around their products or services.
  • Hedonist: The hedonist archetype is all about pleasure, indulgence, and living life to the fullest.
Lover Brand Archetype

Creator Brand Archetypes

Creator Brand Archetypes

The Creator brand archetype is all about creativity, imagination, and innovation. Brands that align with this archetype are those that aim to push the boundaries of what is possible, whether in terms of the products they create or the stories they tell. Companies that embody this archetype focus on generating new ideas and experiences, rather than simply following established norms and conventions. Brands that are associated with the Creator archetype are often seen as disruptors in their industries.

Creator Brand Archetype

Having a clear brand personality and story can help you stand out from the crowd, but without professional help, this can seem a daunting task. Knowing who your customers aspire to become like is not something you want to guess at or leave to chance.

Here are the 12 commonly recognized brand archetypes:

In today’s fast-changing world, it’s no surprise that traditional archetypes are evolving to meet the needs of the new generation. The Alpha generation, born in the age of technology and globalization, has its own set of archetypes that reflect their unique traits and characteristics.

Explorer: The Explorer archetype is similar to the Digital Native in that it represents a desire to explore the world and discover new things. However, the Explorer tends to focus more on physical exploration and adventure, while the Digital Native is more focused on technological exploration.

Sage: The Sage archetype represents wisdom, knowledge, and insight. Like the Global Citizen, the Sage is interested in understanding the world and its complexities, but tends to focus more on intellectual pursuits rather than social and environmental issues.

Creator: The Creator archetype, like the Entrepreneur, represents creativity and innovation. However, the Creator tends to be more focused on the artistic and aesthetic aspects of creation, while the Entrepreneur is more focused on business and practical innovation.

Outlaw: The Outlaw archetype, like the Social Activist, represents a desire to challenge the status quo and effect social change. However, the Outlaw tends to be more rebellious and confrontational in their approach, while the Social Activist may be more diplomatic and collaborative.

Caregiver: The Caregiver archetype, like the Wellness Seeker, represents a focus on physical and mental health and well-being. However, the Caregiver tends to be more focused on nurturing and supporting others, while the Wellness Seeker is more focused on personal growth and development.

Hero: The Hero archetype, like the Eco-Warrior, represents a desire to make a positive impact in the world. However, the Hero tends to be more focused on heroic feats and physical bravery, while the Eco-Warrior is more focused on environmental activism and sustainability.

Everyman: The Everyman archetype, like the Hybrid Identity, represents a sense of relatability and universality. However, the Everyman tends to be more focused on representing the average person and the struggles and triumphs that they face, while the Hybrid Identity is more focused on the complexities and nuances of identity and culture.

Magician: The Magician archetype, like the Data Wizard, represents mastery and expertise in a particular field. However, the Magician tends to be more focused on spiritual or mystical knowledge, while the Data Wizard is more focused on data analysis and technological expertise.

Lover: The Lover archetype, like the Virtual Citizen, represents a desire for deep connections and relationships. However, the Lover is more focused on romantic and emotional connections, while the Virtual Citizen is more focused on social media and online communities.

But how do these new archetypes compare to their traditional counterparts? In this article, we’ll take a closer look at 12 Alpha archetypes and compare them to their traditional counterparts to see how they stack up. From the Digital Native to the Virtual Citizen, the Alpha archetypes offer a fresh perspective on the world and the role of individuals in it. Let’s dive in and see how these archetypes have transformed over time.

The archetypes used come thanks to Swiss psychologist, Carl Jung. Because of the symbolism built up around these certain types that transcend cultures and backgrounds, these archetypes can establish and anchor your brand as something instantly recognizable and iconic. You are the business owner and your audience is able to identify and resonate instantly with these patterns of humanity.

Sculpt either your personal professional brand or your organization’s brand personality around these 12 Archetypes. Often these are different because your brand archetype comes from your research on your audience.

Archetypes have been described as inborn models of human behavior, but for brands to show purpose and meaning they need to convey a very human-style personality, otherwise, they will quickly fade into obscurity. Using archetypes that reflect your customer’s goals, aspirations, and desires can provide constancy across your messaging in the future. Decades of research have proven archetypes to work as an effective strategy, and they are the reason brands like Nike can charge a premium for the product (an asking price way above what it costs to make the product).

Traditional ArchetypeCharacteristicsPotential Use in Advertising
InnocentOptimistic, moral, honestUsed to promote sentiments of wholesomeness and sincerity in brands such as non-profit organizations, churches, local general stores, and organic/natural products.
ExplorerAdventurous, independent, seeks new experiencesUsed to promote travel, outdoor gear, and luxury goods, as well as experiences that offer a sense of freedom and exploration.
SageWise, knowledgeable, seeks truthUsed to promote educational institutions, self-help books, and financial services that offer wisdom and guidance.
OutlawRebellious, non-conformist, seeks freedomUsed to promote products that appeal to the edgy, non-conformist, and rebellious such as motorcycles, alcohol, and fashion brands.
CaregiverCompassionate, nurturing, selflessUsed to promote products and services that focus on helping others such as healthcare, charity organizations, and parenting products.
CreatorInnovative, artistic, imaginativeUsed to promote products that emphasize originality, creativity, and self-expression such as fashion, technology, and art supplies.
RulerAuthoritative, confident, influentialUsed to promote luxury goods and high-end products that emphasize power and exclusivity, such as luxury cars, watches, and fashion brands.
HeroCourageous, noble, strongUsed to promote products and services that inspire strength and determination, such as sports gear, energy drinks, and fitness products.
EverymanRelatable, down-to-earth, seeks belongingUsed to promote products and services that appeal to the average person, such as fast food, cleaning products, and discount stores.
MagicianVisionary, transformative, seeks changeUsed to promote products and services that promise change, transformation, and personal growth, such as self-improvement books, life coaches, and cosmetics.
JesterPlayful, spontaneous, seeks enjoymentUsed to promote products and services that emphasize fun, humor, and lightheartedness such as amusement parks, candy, and social media platforms.
LoverPassionate, romantic, seeks connectionUsed to promote products and services that emphasize love, romance, and deep connections such as jewelry, perfume, and dating websites.
Table of the traditional archetypes and their potential use in advertising

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