Your Personal Guide To The 12 Brand Archetypes

Why do some brands connect with their customers on a deeper level, while others fizzle flatter than your day-old ginger ale?

Most experts will argue that your business is failing because your brand story isn’t connecting with your people.

Or maybe because the products or services your business is offering doesn’t solve anyone’s problem.

While we can talk for hours about those two things, I need you answer in honesty – have you ever thought about how your personality traits are being shown (or not shown) by the brand colors you are using?

Yes, the color palette you choose for your brand can make a huge difference in how people perceive your business.

In fact, colors have been known to speak louder than words and they are often associated with certain archetypes (a fancy word for “personality”) which can help customers quickly identify your brand without even knowing what you do.

And if you don’t have designated colors for your business, then my friend, this blog post is for you!

So, let’s dive into the 12 brand archetypes and how they can help you create a brand that your audience can’t help but fall in love with on an emotional level.

brand archetype colors guide

Say Hello To The 12 Brand Archetypes – Your Personal Guide

The concept of brand archetypes was first created to make a successful business appear more “human” and relatable.

A handful of psychologists decided there are 12 desires all humans want and value more than anything else.

They called these desires ‘archetypes’ and assigned each of them colors and personalities.

In turn, your business’s personality will help you create a strong emotional connection with the right audience.

Let’s build you a strong brand identity with the help of the 12 brand archetypes:

Caregiver brand archetype colors

The Caregiver Brand Archetype

Have you ever felt like you’re everyone’s go-to person for advice, comfort, and support?

Then you might be a Caregiver archetype.

You’re the type of person who loves nothing more than offering a steady shoulder to cry on, a listening ear, and a hot cup of your favorite drink.

You’re the glue that hold families, friends, and communities together, and you never hesitate to give a helping hand to those who need it most.

And while you might find yourself exhausted at times, you wouldn’t have it any other way.

Because there’s nothing more rewarding than knowing you’ve made a difference in someone’s life, even if it’s just by giving them a little but of your time and care.

Caregiver brands that embody this archetype include The Honest Company, Pampers, and St. Jude’s Children’s Research Hospital.

These brands have their marketing campaigns do everything within their power to create a feeling of reassurance, safety, and protection for you regarding your relationship with them.

Creator brand archetype colors

The Creator Brand Archetype

Have you ever felt like you were born to do something great in today’s world?

Well, you might be a Creator archetype.

These individuals who never settle for the status quo and are constantly dreaming up new and exciting concepts.

With their wild imaginations and tireless work ethic, nothing can stop a Creator from bringing their vision to life because they value originality, ingenuity, and creativity.

Creator brands include LEGO, Apple, and Adobe.

The ultimate goal of these brands is to provide innovative solutions to problems, inspiring audiences to create and build new ideas.

Everyman ordinary brand archetype color

The Everyman Archetype

The Everyman archetype is like the friend who always shows up to the party, but never steals the spotlight.

This archetype represents honesty, simplicity, and down-to-earth people who are relatable.

These brands target market include the every day, hard working people that make up most of the world.

If you decide to base your business on this archetype, you’ll want amazing customer service, easily understandable values, and good prices.

Brands that embody this archetype include Walmart, Wendy’s, and eBay.

Explorer brand archetype colors

The Explorer Brand Archetype

The Explorer archetype is all about adventure, independence, and freedom.

This brand’s strength lies in their ability to take risks and push boundaries.

In fact, they thrive on taking bold steps, trying new things, and remaining open to the possibility of discovery.

Brands that embody this archetype include Jeep, North Face, and Red Bull.

Which is no surprise because the perfect example includes the craziest Red Bull skydive, which was with Austrian skydiver Felix Baumgartner jumping 24 miles above the Earth’s surface.

Explorer brands promote experiences and emphasize discoveries that enhance our lives.

hero brand archetype colors

The Hero Brand Archetype

Now, before you start picturing a brand running around in a cape, let me explain.

The Hero archetype represents courage, strength, and determination.

This archetype is all about overcoming obstacles that would cause most men and women to crumble because these brands want to achieve greatness.

And their mission is to help their customers feel like they’re heroes in their own story.

Brands that embody this archetype include FedEx, MARVEL, and BMW.

They want their people to win, succeed, and overcome life’s challenges.

Hero brands want to help their customers seize moments in history and become the best version of themselves.

Innocent brand archetype colors

The Innocent Brand Archetype

When it comes to branding, the Innocent archetype can seem like the sweet, naïve kid brother of the group.

But don’t let their innocence fool you – they know exactly what they’re ding.

The Innocent archetype tempts their audience with a simpler, happier life, and who wouldn’t want that?

It’s the kind of brand that makes you feel like you’re part of a secret club of like -minded friends who want to honestly enjoy the small things in life.

Of course, we know that life isn’t always sunshine and rainbows, but it’s nice to have a brand that reminds us to simplify our lives.

Innocent brands that embody this archetype include Dove, Herbal Essences, and Snuggle.

Jester brand archetype color

The Jester Brand Archetype

Do you have a friend that could make you laugh out loud at your grandmother’s funeral?

We all have someone who cracks jokes at the most inappropriate times, and yet we love them for it.

This is the prime example of what the Jester brand archetype is all about.

This archetype is all about bringing joy and laughter to the world, even if it means being silly or sometimes foolish at times.

You’ll often find the Jester archetype using optimism and humor to sell their products.

Jester brands that embody this archetype include M&M’s, Old Spice, and Doritos.

So if you’re looking for permission to unleash your inner Jester, then embrace your inner humor and spread some smiles in your own unique way.

Lover Brand archetype

The Lover Brand Archetype

Ah, the Lover brand archetype.

We all know that feeling of seeing a product and just falling head over heels in love with it (hello, new iPhone!).

And that’s exactly what the Lover archetype hopes to achieve – they want to emotionally connect with their customers and make them feel passion, intimacy, and romance.

Whether it’s perfume, lingerie, or a fancy chocolate box, the Lover brands plays up the sensuality to hook their audience.

Brands that embody this archetype include Victoria’s Secret, Tiffany, and Godiva.

But it’s not all rose petals and bubble baths – the Lover archetype can also tap into the darker aspects of desire and obsession.

Just think about how many times you’ve found yourself scrolling through Amazon reviews at 3am, tumbling down a rabbit hole of product lust.

And that, my friends, is the power of the Lover archetype.

magician brand archetype color

The Magician Brand Archetype

Ah, the Magician brand archetype.

The one that can make your marketing dreams come true.

But don’t let the name fool you.

This isn’t a Harry Potter-style wizard with a wand.

We’re talking about the kind of magic that happens when a brand can tap into the deepest desires of its audience and make them believe in the impossible.

It’s the kind of magic that makes your customers feel like you’re reading their minds because you want to help them transform their lives by providing solutions to their problems.

And hey, who doesn’t want to feel like they have a deep connection with their favorite brand?

Magician brands today include Amazon, Olay, and Tesla.

So, if you’re looking to add some pizzazz to your brand, the magician archetype might just be the ticket to a bewitching brand presence.

You can dive further into the Magician brand archetype.

outlaw rebel brand archetype

The Outlaw Brand Archetype

The Outlaw brand archetype may sound like the bad boy or the rule breaker, but it’s actually much more than that.

Outlaw brands are the ones that are willing to take risks and go against the grain of today’s loud voices.

They aren’t afraid to challenge the status quo and say things that others are too scared to say.

You can think of them like the friend who always tells it like it is, regardless of how uncomfortable it might be.

They may seem like rebellious rule breakers, but ultimately their goal is to break down barriers and create new ways of thinking.

Brands that embody this archetype include Harley Davidson, The Daily Wire, and Diesel.

They promote individuality, self-expression, and personal rebelliousness, and breaking free from societal norms.

So, if you’re looking for a brand that’s going to shake things up and keep you on your toes, look no further than the Outlaw archetype.

ruler brand archetype color

The Ruler Brand Archetype

The Ruler archetype isn’t just a fancy way of saying you’re the boss.

It’s a whole persona that exudes authority and control.

Think of yourself as a modern-day Julius Caesar, (minus the whole betrayal and murder part).

You’re the leader of the pack, the decision-maker, the one in charge.

Your brand is all about power, control, confidence, and authority.

But don’t let all that power go to your head.

Ruler brands that embody this archetype include Rolex, Mercedes-Benz, and American Express.

These brands promote luxury, success, and exclusivity while maintaining strict quality control.

Remember, with great power comes great responsibility.

So go ahead, rule your kingdom with confidence, just make sure to leave the beheading on the battlefield.

Sage brand archetype colors

The Sage Brand Archetype

If you have ever found yourself pondering the meaning of life while finding peace in the nethermost part of the woods, then congratulation, you might just be a Sage.

The Sage archetype is all about bringing wisdom and knowledge to the table.

But not just any knowledge, but deep, meaningful, and introspective knowledge that only years of experience and contemplation can bring.

If your mind is now wandering to legends like Gandalf, Dumbledore, or even Mr. Miyagi, then you have the right idea.

They may not be the most outgoing personalities, but when they speak, people listen.

Sage Brands that embody this archetype include Google, Barnes and Nobel, and TED (love me some Ted Talks).

But in all honesty, the Sage can be a powerful archetype for your brand if you’re looking to position yourself as an expert in your field. 

Two women standing at a white board in a meeting, writing down notes, thoughts, and ideas.

What Are Brand Archetypes?

You’re scrolling through your Insta feed at 6 a.m. instead of doing your arm workout because you don’t need that negativity in your morning, and you come across a post from a new brand.

It has the perfect aesthetic, the ideal color scheme, and product shots that make your jaw drop.

But wait, you think to yourself, there’s something familiar about this brand.

That’s when you realize that their bright colors share the same visual identity as the Ruler archetype.

Brand archetypes are essentially the personality types that brands adopt in order to connect with their customers in a more meaningful way.

From the Hero to the Rebel, each archetype has its own unique traits and characteristics.

And if a brand really nails their archetype, it can lead to a seriously loyal customer base.

So the next time you find yourself gravitating towards a brand, ask yourself – what archetype are they playing into?

And if you can’t quite put your finger on it, don’t worry – that’s what this post is for.

find your brand archetype alignment

Find Your Brand Archetype Alignment

If your best friend could describe your personality in five words, what would they be?

And, would they know you so well that it’s scary?


These descriptive words will give you a glimpse into your brand personality and the tone of voice you should use when communicating with your customers.

The same goes for the personality archetype of your brand you pick for your business.

Each one has its own unique set of qualities and vibrant colors that are meant to reflect the company’s values and ideals.

But, if you’re planning on being the face of your business, don’t pretend to be someone you’re not.

The most successful brands take the time to figure out which archetype best aligns with their voice and values.

Because you want to create a more meaningful connection with your audience and build lasting brand loyalty.

put your brand archetype into action colors

Put Your Brand Archetype Into Action

When you know your brand’s archetype you will be one step closer to becoming an utterly unforgettable business.

The next step is to find ways to put your brand archetype into action.

This means figuring out how you want to communicate with your customers, what colors to use in your branding and how to design the look and feel of your website.

All of these elements should work together in perfect harmony, creating an overall experience that speaks directly to the heart and emotions of your target audience.

One important tool I use in my business is the Pro version of Canva.

All of my brand hex codes are saved in my brand guide, so any social media post, printable, or graphic has my brand’s fonts and colors ready to go.

This marketing tool is a great way to keep your brand consistent and recognizable while keeping the creative process flowing quickly.

So, let’s take a look at your brand’s website.

Does it communicate your archetype through its design, messaging, and imagery?

If not, it’s time to make some changes.

Don’t be afraid to inject some personality into your brand – it’s what people will remember.

From your social media to your products, make sure every touchpoint of your brand reflects your unique personality.

By consistently providing your customers with content that speaks to their own values and beliefs, you will be able to build trust and loyalty among them and create a strong bond between them and your brand.

brand archetype colors

Why You Should NOT Skip The Brand Archetype

Skipping over your brand archetype is like trying to build a house without first building a strong foundation.

Sure, you might be able to throw a bunch of stuff together and call it a shelter, but it’s not going to be the masterpiece you envision your grandchildren running around one day.

Your brand archetype is the foundation of your brand strategy and identity.

These different archetypes set the tone for how you speak to your audience, what values you stand for, and what makes you unique.

You will be creating a sense of familiarity and consistent brand identity among your customers, and that’s what will keep you in the back of their minds.

So take the time to create a brand archetype for your business and watch as you build a powerful connection with your audience.

Because who knows, maybe one day your brand will be the legacy business keeping people employed for the next couple of generations.

You just have to get the foundation right first.

Good luck and happy branding!

I’m cheering for you.

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