Understanding the 12 Brand Archetypes for a Stronger Brand Identity
Brand Psychologists • March 15, 2024
Based on the work of Carl Jung, brand archetypes tap into universal patterns of human behavior to create a deeper connection with customers.
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The 12 Archetypes
The 12 archetypes include the Innocent, the Everyman, the Hero, the Outlaw, the Explorer, the Creator, the Ruler, the Magician, the Lover, the Caregiver, the Jester, and the Sage. For example, Nike is a Hero brand, while Disney is a Magician brand.
Define Your Brand Voice
Once you've identified your archetype, it can guide your brand's voice, visual identity, and messaging. Use our Color Palette Generator to choose colors that align with your archetype's personality.
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brand archetypes
branding
brand identity
marketing psychology
brand strategy