12 Brand Archetypes Used in Marketing, Which One is Yours?

by David Gaudreault, Entrepreneur, Maker, Online Marketing and Personal Branding Specialist

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There are 12 brand archetypes used in marketing (derived from the Swiss psychiatrist Carl Jung Jungian Archetypes).

As defined in Wikipedia:

[…] an archetype is a genre to a brand, based upon symbolism. The idea behind using brand archetypes in marketing is to anchor the brand against an icon already embedded within the conscience and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify. Twelve archetypes have been proposed for use with branding.

That is to say, aligning your personal brand with a brand archetype will resonate in your audience’s conscience and subconscious. It is a way to anchor your message to strong narratives and symbolism to connect effectively with your audience.

For more information, please check out the Ultimate Guide to Brand Archetypes by Iconic Fox.

Source: Iconic Fox


Outlaws are disruptive, rebellious and combative and for them, rules are made to be broken.

Related Industries Example of Outlaw Character
  • Automobile (Motorcycles)
  • Destruction tools
  • Alternative Apparel
  • Body Art
James Dean, Rebel Without a Cause
Personal Branding - How to define your personal brand identity - Outlaw Archetype

Source: Iconic Fox


Magicians are mystical, informed and reassuring and for them, all your dreams can come true if you believe.

Related Industries Example of Magician Character
  • Entertainment
  • Beauty
  • Relaxation / Well-Being
  • Health
Ian McKellen (Gandalf), The Lord of the Rings
Personal Branding - How to define your personal brand identity - Magician Archetype

Source: Iconic Fox


Heroes are honest, candid and brave and for them, they can make the world better through courage and determination

Related Industries Example of Hero Character
  • Sportswear
  • Sports Equipment
  • Outdoor / Tactical Equipment
  • Emergency Services (Plumbing, Electricity, Mechanic, etc.)
Russell Crowe, The Gladiator
Personal Branding - How to define your personal brand identity - Hero Archetype

Source: Iconic Fox


Lovers are sensual, empathetic and soothing and for them, their striking beauty is impossible to ignore.

Related Industries Example of Lover Character
  • Fragrance
  • Cosmetics
  • Wine
  • Indulgent Food
  • Indulgent Travel
Marilyn Monroe, Some Like it Hot

Source: Iconic Fox


Jesters are fun loving, playful and optimistic and they are here for the short time and want to be part of the dance.

Related Industries Example of Jester Character
  • Confectionary
  • Professional Services
  • Beer
  • Child Services
Jim Carey, Ace Ventura 
Personal Branding - How to define your personal brand identity - Jester Archetype

Source: Iconic Fox


Regular guys/girls are friendly, humble and authentic and for them, everybody is equal and can live together in harmony.

Related Industries Example of Everyman Character
  • Confectionary
  • Professional Services
  • Beer
  • Child Services
Will Smith, The Pursuit of Happiness 
Personal Branding - How to define your personal brand identity - Everyman Archetype

Source: Iconic Fox


Caregivers are caring, warm and reassuring and for them, everyone deserves care and protection, especially those in need.

Related Industries Example of Caregiver Character
  • Health and Aged Care
  • Non-profits
  • Education
Robin Williams, Patch Adams 

Source: Iconic Fox


Rulers are commanding, refined and articulate and for them, prosperity, success, and power is everything.

Related Industries Example of Ruler Character
  • Luxury Automotive
  • Luxury Watches
  • Luxury Hotels
  • Any brands providing luxury and high quality
Marlon Brando, The Godfather 

Source: Iconic Fox


Creators are inspirational, daring and provocative and for them, if it can be imagined, it can be created.

Related Industries Example of Creator Character
  • Arts
  • Design
  • Information Technology
  • Marketing
  • Writing
Emmett Brown (Doc), Back to the Future 
Personal Branding - How to define your personal brand identity - Creator Archetype

Source: Iconic Fox


Innocents are optimistic, honest and humble and they want themselves and everyone to be happy.

Related Industries Example of Innocent Character
  • Beauty & Skin Care
  • Organic
  • Cleaning
  • Fresh Food
  • Healthy living brands
Tom Hanks, Forest Gump 
Personal Branding - How to define your personal brand identity - Innocent Archetype

Source: Iconic Fox


Sages are knowledgeable, assured and guiding and for them, education and knowledge is everything.

Related Industries Example of Sage Character
  • Media and News Networks
  • Schools and University
  • Educational Businesses
  • Consultancies
  • Search Engines
Yoda, Star Wars 
Personal Branding - How to define your personal brand identity - Sage Archetype

Source: Iconic Fox


Explorers are exciting, fearless and daring and for them making their life count is the most important.

Related Industries Example of Explorer Character
  • Extreme Sports
  • Outdoor Equipment
  • SUV Automotive
  • Adventure Travel
Harrison Ford, Indiana Jones 
Personal Branding - How to define your personal brand identity - Explorer Archetype

Source: Iconic Fox


In this article, I covered 12 personal brand archetypes used in marketing to build a strong brand that resonates with an audience’s conscience and unconscious.

  1. The Outlaw
  2. The Magician
  3. The Hero
  4. The Lover
  5. The Jester
  6. The Everyman
  7. The Caregiver
  8. The Ruler
  9. The Creator
  10. The Innocent
  11. The Sage
  12. The Explorer

Aligning your personal brand to one of those types will help you build a strong sense of identity in the eye of your audience, one that mirrors their profound desires and aspirations.

Which one of those archetypes represents you the most? Please tell me in the comments section.

Qui est David Gaudreault?

David Gaudreault Bio

Je suis un entrepreneur, un bâtisseur, un spécialiste du marketing en ligne ... et un passionné de marques personnelles.

J'aide les entrepreneurs à développer deux éléments essentiels à la réussite d'une start-up: (1) créer une marque personnelle forte et (2) créer des bases solides de revenus passifs pour obtenir sa liberté professionnelle.

J'aide également les entrepreneurs à trouver leurs grandes idées d'entreprise, à tirer profit de leur marque personnelle pour propulser leur projet, à toucher des millions de personnes avec leurs entreprises et à changer le monde.

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