8 Oct 2024

How to find your brand archetype

Dive into the 12 essential brand archetypes—each with its own values, traits, and iconic examples.

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12 Brand Archetype Personalities + Examples

At DoubleShot Creative, we believe every brand has a unique personality that sets it apart. Understanding and defining your brand archetype is crucial in shaping your identity and guiding your marketing efforts. Think of your brand archetype as the character at the heart of your story, embodying core values and emotions that resonate with your audience. It’s not just about what you offer, but how you connect and engage with your customers on a deeper level.


Identifying your brand archetype provides clarity and focus. It allows you to communicate your brand story consistently, ensuring that every piece of content, interaction, and campaign aligns with your brand’s essence. Whether you’re the adventurous Explorer, the wise Sage, or the compassionate Caregiver, your archetype informs your tone, style, and visual identity. This alignment creates a cohesive and compelling brand experience that attracts and retains loyal customers.

Let’s dive into the 12 brand archetypes and explore their distinct characteristics, values, and campaigns that embody these traits:

1. The Innocent

The Innocent Brand Archetype is all about finding joy and spreading happiness. They are pure, honest, and always see the bright side. They strive to create a simple, wholesome, and carefree experience for their audience.

Values: Purity, simplicity, optimism 

Personality Traits: Honest, sincere, trustworthy 

Examples: Dove, Coca-Cola, Honest Co.

Innocent brands focus on creating a simple, wholesome experience. Dove’s Real Beauty campaign redefined beauty standards by celebrating women’s natural beauty, while Coca-Cola’s Share a Coke personalized their iconic product to spread happiness and connections.

Innocent Archetype personality traits

2. The Sage

The Sage Brand Archetype is constantly seeking the truth. They tend to be perfectionists and don’t settle for anything but what is right and true. They thrive on knowledge and being in the know, and they enjoy sharing their findings with others to help benefit everyone.

Values: Wisdom, knowledge, insight 

Personality Traits: Wise, insightful, analytical 

Examples: Audi, BBC, CNN, MIT, TED, The New York Times, Google

Sage brands thrive on seeking truth and providing knowledge. Google’s Year in Search reflects the global pursuit of knowledge, while The New York Times’ The Truth is Hard campaign highlights the importance of investigative journalism in seeking truth.

3. The Explorer

The Explorer Brand Archetype is about seeking out new experiences and embracing the unknown. They value freedom and independence, constantly striving to discover new horizons and break away from the mundane.

Values: Freedom, adventure, discovery 

Personality Traits: Curious, independent, adventurous 

Examples: National Geographic, REI, Jeep, Patagonia, Subaru

Explorer brands embody adventure and independence. REI’s #OptOutside is a standout campaign encouraging people to enjoy the outdoors, while Jeep’s Go Anywhere, Do Anything epitomizes the spirit of adventure and exploration.

4. The Rebel

The Rebel Brand Archetype is about breaking the rules and challenging the status quo. They value radical freedom and are not afraid to be bold and rebellious.

Values: Nonconformity, independence, creativity 

Personality Traits: Bold, rebellious, unconventional 

Examples: Harley-Davidson, Virgin, Apple

Rebel brands thrive on breaking the rules and challenging the status quo. Harley-Davidson’s Live Your Legend campaign is all about embracing a rebellious lifestyle, and under Richard Branson’s bold leadership, Virgin has become the ultimate rebel brand, breaking rules and challenging conventions across industries. From airlines to space tourism, Virgin offers daring alternatives to the norm, infusing every venture with Branson’s risk-taking spirit and unique sense of fun.

5. The Magician

The Magician Brand Archetype is about creating transformative experiences and making the impossible possible. They value innovation and imagination and strive to bring about positive change.

Values: Transformation, possibility, mystique 

Personality Traits: Magical, visionary, charismatic 

Examples: Disney, Dyson, Apple, SONY, MAC Cosmetics

Magician brands focus on creating transformative experiences. You know you’re a true Magician brand when people are willing to pay triple for an everyday product—just like Dyson did with vacuums. They’ve transformed the mundane into must-have tech, from hair care tools to air purifiers, keeping customers hooked and eagerly waiting for whatever game-changing innovation comes next.

6. The Hero

The Hero Brand Archetype is about showing courage and achieving greatness. They strive to make the world a better place by overcoming obstacles and demonstrating strength and determination.

Values: Courage, strength, resilience 

Personality Traits: Confident, determined, inspirational 

Examples: Nike, FedEx, Gatorade, Duracell

Hero brands are built on strength, resilience, and overcoming challenges. Nike’s Just Do It campaign is legendary for empowering athletes and everyday people to push their limits, while FedEx’s Tall Tales or True Deliveries truly position their team as super heroes.

7. The Lover

The Lover Brand Archetype is about creating deep, emotional connections and celebrating beauty and passion. They value intimacy and seek to create meaningful relationships.

Values: Passion, romance, sensuality 

Personality Traits: Romantic, affectionate, intimate 

Examples: Chanel, Hallmark, Godiva, Dior

Lover brands center on creating deep, emotional connections that celebrate beauty and passion. Take Tiffany & Co.’s “About Love” campaign, which spotlighted the iconic love story of Beyoncé and Jay-Z. It’s a perfect blend of romance, devotion, and timeless elegance—pairing luxurious jewelry with a couple whose connection exudes love and intimacy. Through this campaign, Tiffany captured the essence of modern love, reinforcing the power of emotional storytelling in brand identity.

8. The Creator

The Creator Brand Archetype is about bringing imagination and innovation to life. They value creativity and vision, constantly striving to create new and unique things.

Values: Innovation, originality, self-expression 

Personality Traits: Imaginative, inventive, visionary 

Examples: LEGO, Apple, Adobe, Crayola, Pinterest

Creator brands focus on innovation and creativity. LEGO’s Rebuild the World highlights endless possibilities, while Crayola’s #StayCreative campaign, launched during the COVID-19 pandemic, encouraged families to use creativity as a way to stay engaged and connected at home. Through downloadable activities and virtual events, the brand inspired self-expression while fostering a sense of community online.

9. The Jester

The Jester Brand Archetype is about bringing joy and laughter. They value humor and fun and seek to create a playful and spontaneous experience for their audience.

Values: Joy, spontaneity, humor 

Personality Traits: Playful, witty, entertaining 

Examples: Geico, Skittles, Old Spice, Doritos

Jester brands bring humor and playfulness to their messaging. Old Spice’s The Man Your Man Could Smell Like remains one of the funniest and most memorable ads, while Doritos’ Crash the Super Bowl empowered fans to create their own entertaining commercials.

10. The Everyperson

The Everyperson Brand Archetype is about being relatable and authentic. They value belonging and empathy, striving to create a sense of community and inclusivity.

Values: Relatability, authenticity, community 

Personality Traits: Down-to-earth, humble, inclusive 

Examples: IKEA, Target, GAP

Everyperson brands focus on being relatable and down-to-earth. IKEA’s Where Life Happens campaign highlighted real families and how IKEA fits into everyday life, while Gap’s Fall 2023 campaign embraced inclusivity by featuring diverse creatives expressing their individuality with iconic Gap staples. Both brands emphasize accessibility and authenticity, resonating with everyday consumers.

11. The Caregiver

The Caregiver Brand Archetype is about compassion and nurturing. They value generosity and support, striving to care for and help others, creating a safe and supportive environment.

Values: Compassion, nurturing, support 

Personality Traits: Empathetic, selfless, caring 

Examples: Johnson & Johnson, TOMs, Burt’s Bees, Huggies

Caregiver brands focus on nurturing and supporting others. Johnson & Johnson’s For All You Love showcased empathy and care for families, while Burt’s Bees’ Greater Good emphasizes its dedication to sustainability and community.

12. The Ruler

The Ruler Brand Archetype is about control and leadership. They value order and responsibility, striving to take charge and make confident decisions to ensure stability and success.

Values: Leadership, authority, control 

Personality Traits: Confident, commanding, influential 

Examples: Mercedes-Benz, Rolex, American Express, Verizon

Ruler brands exude authority and control, commanding respect through high standards. Mercedes-Benz’s The Best or Nothing conveys the prestige and luxury of the brand, while American Express’ Don’t Live Life Without It promotes exclusivity and security.

Unlocking your brand’s archetype

In the world of branding, understanding the concept of brand archetypes is akin to unlocking the secret language of consumer psychology. These archetypes serve as timeless templates for crafting compelling brand identities that resonate deeply with audiences. Each brand archetype offers a unique set of values, personality traits, and examples of successful brands that embody these characteristics. By understanding these archetypes, brands can effectively craft their distinct identities, connect with their target audiences on a deeper level, and establish long-lasting relationships built on trust, authenticity, and resonance.

Understanding which archetype resonates most with your brand can provide valuable insights into your brand’s identity, values, and positioning in the marketplace. Whether you’re striving to be the Hero, the Explorer, or the Sage, embracing your brand archetype can guide your strategic decisions, shape your messaging, and ultimately differentiate you from the competition in the eyes of consumers.

So, which archetype does your brand align with? Dive in, explore, and unleash the power of archetype-driven branding to captivate hearts, minds, and markets.

Categories: Brand • Marketing
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