About Archetypes

Brand archetypes are personalities that help your brand connect with an audience on a deeper level. These timeless characters—like the Hero, the Caregiver, and the Outlaw—add dimension and meaning to brands, making them feel more human and relatable.

In a world where choices are endless, a brand with a strong archetype will stand out, creating an instant emotional connection with the people who matter.

Why Use an Archetype?

Think of an archetype as the core personality of your brand. It helps you tell a story that gives you a consistent way to communicate and shapes how people feel about you. When your brand taps into an archetype, it creates a powerful connection with people.

There are 12 brand Archetypes

Each brand archetype represents a specific set of traits, values, and ways of seeing the world. For example, the Hero is bold and driven to conquer challenges, while the Lover is all about connection and intimacy. Choosing an archetype shapes your brand’s personality and provides a clear path for how it shows up—from tone and style to the emotions it sparks.

Want to find out your brand’s archetype? Take our free quiz!

How Archetypes Influence Marketing

Building a Consistent Brand Experience

Archetypes bring structure to your brand’s look, feel, and voice. Color, typography, language and imagery all flows from your chosen character. A Hero brand speaks with boldness, while a Caregiver feels nurturing. This alignment makes your brand instantly recognizable, so people will know it’s you.

Attracting the Right Audience

People are drawn to brands that feel like them. An Outlaw archetype attracts risk-takers and rule-breakers, while a Sage appeals to those seeking knowledge. By embodying a clear archetype, you become magnetic to the audience that shares your values.