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Unveiling the 12 Brand Archetypes: A Journey into Brand Persona

In the world of branding, understanding the core archetypes can unlock powerful storytelling and resonance with your audience.

The 12 Brand Archetypes

In the world of branding, understanding the core archetypes can unlock powerful storytelling and resonance with your audience. Each archetype embodies distinct characteristics, allowing brands to connect on a deeper level. Join us on a journey through the 12 Brand Archetypes, and discover which one resonates most with your brand's essence.

1. The Innocent:

The Innocent represents purity, simplicity, and optimism. Brands embodying this archetype evoke feelings of nostalgia and a belief in the inherent goodness of the world. They seek to make life more enjoyable and stress-free, offering a sense of safety and comfort.

12 Brand Archetypes putnam marketing
2. The Sage:

The Sage exudes wisdom, knowledge, and a thirst for truth. Brands aligned with this archetype are trusted authorities in their field, providing valuable insights and guidance. They aim to educate and empower their audience, promoting clarity and enlightenment.

3. The Explorer:

The Explorer archetype embodies adventure, freedom, and a desire for new experiences. Brands in this category inspire individuals to embark on journeys of self-discovery and exploration. They celebrate curiosity and the pursuit of the unknown.

4. The Outlaw:

The Outlaw thrives on rebellion, nonconformity, and the desire to challenge the status quo. Brands in this category provoke change, challenge norms, and offer a sense of empowerment through their audacity and willingness to break the rules.

5. The Magician:

The Magician is the archetype of transformation, alchemy, and making dreams a reality. Brands embodying the Magician archetype possess a visionary quality, offering solutions and experiences that seem almost magical. They inspire awe and create a sense of wonder.

6. The Hero:

The Hero archetype is characterized by courage, determination, and a call to action. Brands aligned with this archetype inspire individuals to overcome challenges and emerge triumphant. They encourage personal growth and the pursuit of excellence.

7. The Lover:

The Lover archetype is all about passion, intimacy, and the celebration of connections. Brands in this category evoke emotions of love, desire, and romance, creating experiences that resonate deeply with their audience.
 

8. The Jester:

The Jester embodies playfulness, spontaneity, and a zest for life. Brands aligned with this archetype bring joy and humor into the lives of their audience, creating experiences that are lighthearted and entertaining.

9. The Everyman:

The Everyman archetype is relatable, down-to-earth, and values authenticity. Brands in this category seek to connect with their audience on a personal level, offering products and experiences that cater to everyday needs.

10. The Caregiver:

The Caregiver archetype is nurturing, compassionate, and dedicated to the well-being of others. Brands embodying this archetype provide support, care, and a sense of security to their audience.

11. The Ruler:

The Ruler archetype exudes authority, leadership, and a vision for a better future. Brands in this category inspire individuals to take charge of their own destinies and create a legacy of success and influence.

12. The Creator:

The Creator archetype is driven by innovation, imagination, and a passion for self-expression. Brands embodying this archetype inspire creativity and offer products and experiences that allow individuals to bring their visions to life.
 

As you explore these archetypes, consider which one aligns most closely with your brand's values and aspirations. Embracing your brand's core archetype can guide your messaging, imagery, and overall brand strategy, allowing you to forge deeper connections with your audience.

Have you ever noticed that there are timeless characters who show up throughout history, legend, art, and popular culture?

These are archetypes: Universally recognized figures that stand for certain basic human motivations and emotions.

putnam marketing the hero

According to The Hero and The Outlaw, archetypes have existed as long as mankind has told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film, certain characters emerge (Mark & Pearson, 2001).

Archetypes make sense to us.

 

Our brains naturally organize ideas by grouping like things, and by seeing patterns. Recognizing common traits in people and symbols helps us to process and understand a story. Those commonalities cue us to feel particular emotions.

 

And they trigger certain gut-level responses.

The paradox of modern life is that at the same time that we are living in ways never done before and therefore daily recreating our world, our actions often feel rootless and empty. To transcend this state, we need to feel rooted simultaneously in history and eternity. Awakening the Heroes Within by Carol S. Pearson

 

So, how do archetypes relate to branding?

 

Well, the answer is simple: In the most essential way possible.

As humans, we want to connect with people – not products or services.

 

So, when a brand takes on a primary character archetype, people recognize it – they get it.

 

When people understand your brand, they can begin to like and trust you, which leads to sales.

Archetypes make sense to us. Our brains naturally organize ideas by grouping like things, and by seeing patterns. Recognizing common traits in people and symbols helps us to process and understand a story. Those commonalities cue us to feel particular emotions.

 

And they trigger certain gut-level responses

The paradox of modern life is that at the same time that we are living in ways never done before and therefore daily recreating our world, our actions often feel rootless and empty. To transcend this state, we need to feel rooted simultaneously in history and eternity. Awakening the Heroes Within by Carol S. P

ARCHETYPE: Innocent

GOAL: Remain in safety

FEAR: Abandonment

DRAGON/PROBLEM: Deny it or seek rescue

RESPONSE TO TASK: Fidelity, discernment

GIFT/VIRTUE: Trust, optimism

 

ARCHETYPE: Outlaw

GOAL: Win

FEAR: Weakness

DRAGON/PROBLEM: Slay/confront it

RESPONSE TO TASK: Fight only for what really matters

GIFT/VIRTUE: Courage, discipline

 

ARCHETYPE: Caregiver

GOAL: Help others

FEAR: Selfishness

DRAGON/PROBLEM: Take care of it or those it harms

RESPONSE TO TASK: Give without maiming self or others

GIFT/VIRTUE: Compassion, generosity

ARCHETYPE: Lover

GOAL: Bliss

FEAR: Loss of love

DRAGON/PROBLEM: I love it

RESPONSE TO TASK: Follow your bliss

GIFT/VIRTUE: Passion, commitment

ARCHETYPE: Creator

GOAL: Identity

FEAR: Inauthenticity

DRAGON/PROBLEM: Claim it as part of the self

RESPONSE TO TASK: Self-creation, self-acceptance

GIFT/VIRTUE: Individuality, vocation

 

ARCHETYPE: Ruler

GOAL: Order

FEAR: Chaos

DRAGON/PROBLEM: Find its constructive uses

RESPONSE TO TASK: Take full responsibility for your life

GIFT/VIRTUE: Responsibility, control

 

ARCHETYPE: Magician

GOAL: Transformation

FEAR: Evil sorcery

DRAGON/PROBLEM: Transform it

RESPONSE TO TASK: Align self with cosmos

GIFT/VIRTUE: Personal power

 

ARCHETYPE: Sage

GOAL: Truth

FEAR: Deception

DRAGON/PROBLEM: Transcend it

RESPONSE TO TASK: Attain enlightenment

GIFT/VIRTUE: Wisdom, nonattachment

 

ARCHETYPE: Fool

GOAL: Enjoyment

FEAR: Nonaliveness

DRAGON/PROBLEM: Play tricks on it

RESPONSE TO TASK: Trust in the process

GIFT/VIRTUE: Joy, freedom

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