The power of brand archetypes: crafting brand personalities.
Rooted in Carl Jung’s theory, archetypes give a brand a character people already recognize — aligning its values, voice, and vision with what its audience actually feels.
Original article ↗
In the world of branding, understanding and leveraging archetypes is a game-changer. They let a business forge deeper connections by embodying a universally recognized character — one that resonates on a personal level before a single word of copy is read.
The twelve characters
01 · The Innocent
Purity, goodness, simplicity — a safe haven from the chaos of the world.
DESIRE — SAFETY & HAPPINESS · E.G. VOLKSWAGEN, DOVE02 · The Sage
Seeks truth and shares knowledge to bring deeper understanding.
DESIRE — TRUTH · E.G. GOOGLE, BBC03 · The Explorer
Freedom and discovery; break convention, live authentically.
DESIRE — FREEDOM · E.G. JEEP, THE NORTH FACE04 · The Ruler
Control, stability, leadership — products that promise success and order.
DESIRE — CONTROL & PROSPERITY · E.G. MICROSOFT, MERCEDES-BENZ05 · The Creator
Innovation and imagination; building things of enduring value.
DESIRE — EXPRESSION · E.G. LEGO, ADOBE06 · The Caregiver
Compassionate, nurturing, protective — service and care first.
DESIRE — TO PROTECT · E.G. JOHNSON & JOHNSON, UNICEF07 · The Magician
Transformation; making the impossible feel inevitable.
DESIRE — TRANSFORMATION · E.G. DISNEY, TESLA08 · The Hero
Courage, mastery, determination — the triumph over obstacles.
DESIRE — MASTERY · E.G. NIKE, FEDEX09 · The Outlaw
Rebels against the status quo; liberation and new ways of thinking.
DESIRE — REVOLUTION · E.G. HARLEY-DAVIDSON, VIRGIN10 · The Lover
Intimacy, passion, connection — beauty and emotional experience.
DESIRE — CONNECTION · E.G. CHANEL11 · The Jester
Joy, humor, lightness — relief from the mundane.
DESIRE — FUN · E.G. BEN & JERRY’S, OLD SPICE12 · The Everyman
Honesty, belonging, relatability — community and inclusion.
DESIRE — BELONGING · E.G. IKEA, FORDAlign your brand with the right archetype and you create an emotional connection that outlasts any single campaign.
What’s your archetype?
Choosing an archetype gives your brand a personality that speaks to your audience’s deepest desires and fears, giving every creative decision a clear point of reference.
Next: Defining user personas →