Why we treat brands like people

Have you ever wondered why Apple fans often feel like part of a "creative avant-garde" or why we immediately think of safety with Volvo? That's no coincidence, but smart brand strategy based on archetypes.

What are brand archetypes?

Archetypes are universal character images deeply anchored in our collective subconscious. In brand development, they help us give a brand a human soul and a consistent voice.

The 12 classic archetypes

Every strong brand can be assigned to one of these 12 types (or a mixture of them):

The Creator: Innovative, creative, visionary. Wants to create things that last (e.g., Apple, LEGO, Adobe).
The Hero: Brave, high-performing, improves the world through action (e.g., Nike, FedEx).
The Outlaw: Rule-breaking, freedom-loving, disruptive (e.g., Harley-Davidson).
The Magician: Makes the impossible come true, transformative (e.g., Disney, Tesla).
The Explorer: Adventurous, independent, seeks freedom (e.g., Patagonia).
The Innocent: Optimistic, pure, honest (e.g., Dove).
The Sage: Knowledge-oriented, advisory, searching for truth (e.g., Google).
The Ruler: Controlling, excellent, leading (e.g., Mercedes-Benz).
The Caregiver: Caring, altruistic, helping (e.g., Volvo, WWF).
The Everyman: Down-to-earth, belonging, honest (e.g., IKEA).
The Lover: Passionate, aesthetic, connecting (e.g., Chanel).
The Jester: Humorous, playful, lives in the moment (e.g., M&Ms, Mailchimp).

Why your archetype is your most important compass

When you know your archetype, communication becomes easy. You know exactly how to write on social media, what your images should look like, and which customers you attract. Without an archetype, your branding often remains "faceless".

What character is in your company? Let's find out together in a branding workshop.

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Brand Archetypes: What character does your brand have?

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