Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
1. B R A N D A R C H E T Y P E
an introduction + overview
2. archetype ( Ä R • K I • T Ī P )
P R I M O R D I A L I M A G E , C H A R A C T E R , O R P A T T E R N
O F C I R C U M S T A N C E S T H A T R E C U R S T H R O U G H O U T
L I T E R A T U R E A N D T H O U G H T C O N S I S T E N T L Y
E N O U G H T O B E C O N S I D E R E D U N I V E R S A L .
3. “There are forms or images of a collective nature which occur practically all over the
earth as constituents of myths and at the same time as individual products of
unconscious. These are imprinted and hardwired into our psyches.”
– Carl Jung’s ‘Archetypal !eory’
A R C H E T Y P E S
4. “The concept of archetypes was borrowed by Jung from classic sources, including
Cicero, Pliny, and Augustine. In Sanskrit, they were called ‘subjectively known
forms’; and in Australia, they were known as the ‘Eternal Ones of the Dream.’”
—Joseph Campbell, !e Hero with a !ousand Faces
A S Y S T E M F O R T H E
M A N A G E M E N T O F M E A N I N G
A R C H E T Y P E S
5. A B R A N D I S A P R O D U C T
W I T H A P E R S O N A L I T Y
It’s hard to carve out tangible product advantage
Powerful brands connect when they radiate an
empathetic personality
Archetypes are a tool that help craft brand character
A brand’s archetypal; territory is rooted in core
brand elements
6. Acts as a filter for brand behavior
Creates a true-north for the brand
Defines an ownable tone
Opens the brand up creatively
Creates emotional associations for the consumer
Helps reinforce internal values and external vision
A R C H E T Y P E S
the benefits of
8. BELONGING ORDER
KNOWLEDGECHANGE
F O U R
P S Y C H O L O G I C A L
F U N C T I O N S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO
9. C U L T U R A L
A R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO
10. B R A N D
A R C H E T Y P E S
EXPLORER
SAGE
INNOCENT
CREATOR
RULER
CAREGIVERLOVER
JESTER
REGULAR
GUY/GAL
OUTLAW
MAGICIAN
HERO
11. Each brand should
align with only one
archetype, but can and
will share similar traits
& characteristics as
other archetypes
12. T H E H E R O
motto
WHERE THERE’S A WILL, THERE’S A WAY
what they do
ACT COURAGEOUSLY
associations
STRENGTH | POWER | BRAVERY | HONOR
13. T H E M A G I C I A N
motto
I MAKE THINGS HAPPEN
what they do
TRANSFORM AND AMAZE
associations
IMAGINATION | CLEVERNESS | CHANGE | DELIGHT
14. T H E O U T L A W
motto
RULES ARE MADE TO BE BROKEN
what they do
CHALLENGE THE WORLD
associations
INDIVIDUALISM | PASSION | FREEDOM | SEXUALITY
15. T H E R E G U L A R G U Y / G A L
motto
ALL MEN AND WOMEN ARE CREATED EQUAL
what they do
MAKES EVERYONE FEEL IMPORTANT
associations
UNSELFISHNESS | SUPPORT | FRIENDLINESS | REALISM
16. T H E J E S T E R
motto
YOU ONLY LIVE ONCE
what they do
ENCOURAGE GOOD TIMES
associations
ORIGINALITY | FUN | MISCHIEF | POSSIBILITY
17. T H E L O V E R
motto
YOU'RE THE ONLY ONE
what they do
AWAKEN THE SENSES
associations
ROMANCE | GLAMOUR | DESIRE | SENSUALITY
18. T H E C A R E G I V E R
motto
LOVE YOUR NEIGHBOR AS YOURSELF
what they do
CARE FOR OTHERS
associations
RESPECT | TRUST | SECURITY | COMPASSION
19. T H E R U L E R
motto
POWER ISN'T EVERYTHING, IT'S THE ONLY THING
what they do
EXERT CONTROL
associations
POWER | STABILITY | EXCELLENCE | EXPERTISE | LEADERSHIP
20. T H E C R E A T O R
motto
IF YOU CAN IMAGINE IT, IT CAN BE DONE
what they do
CRAFT THINGS OF ENDURING VALUE
associations
SELF-EXPRESSION | INNOVATION | VISION | NONCONFORMITY
21. T H E I N N O C E N T
motto
FREE TO BE YOU AND ME
what they do
RENEW FAITH
associations
FREEDOM | OPTIMISM | PURITY | BEAUTY
22. T H E S A G E
motto
THE TRUTH WILL SET YOU FREE
what they do
SEEK UNDERSTANDING
associations
THOUGHTFULNESS | WISDOM | INDEPENDENCE | TRUTH
23. T H E E X P L O R E R
motto
DON'T FENCE ME IN
what they do
SEARCH FOR THE NEW
associations
INDEPENDENT | PIONEERING | DISCOVERY | FEARLESSNESS