
THE TWELVE BRAND ARCHETYPES

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).
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.
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.












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