Archetypes
What are archetypes?
Archetypes are universal, primordial patterns of human behaviour and emotion that are deeply rooted in the collective unconscious. The concept of the twelve archetypes originates from the work of Swiss psychiatrist Carl Gustav Jung. In brand management, archetypes serve as a strategic tool for giving brands a distinctive, emotionally resonant personality.
What role do archetypes play in brand management?
Archetypes create emotional affinity by giving a brand familiar character traits. People recognise themselves in these traits, leading to greater trust, stronger recognition and lasting brand preference. Archetypes help companies appeal not only on a functional level but also on an emotional one, thereby creating relevance in the market.
How are archetypes used in brand strategy?
In strategic brand development, archetypes help define brand identity, add emotional depth to communication and create a consistent brand experience across all touchpoints. They provide guidance for tone of voice, design, storytelling and brand behaviour.
What benefits do archetypes offer companies?
Archetypes make it easier to translate strategic brand values into clear, distinctive communication, both internally and externally. They generate attention, credibility and emotional connection. Strong brands have strong characters, and archetypes give these characters structure, expressiveness and recognisability.
How do archetypes influence the employer brand?
Archetypes are effective not only in external communication but also in internal brand management. A brand with a clearly defined archetypal character strengthens the employer brand by making its attitudes, values and culture tangible. Employees can identify with the brand’s ‘character’ and experience a sense of purpose, direction and belonging. In this way, brands come to life from within – as employer brands that attract and retain talent.
The 12 archetypes at a glance
1. The Innocent
Goal: Happiness, security and purity
Character: Optimistic, positive, honest, sometimes naïve
Examples: Dove, Coca-Cola, McDonald’s, Innocent
2. The Sage
Goal: Knowledge, insight and truth
Character: Analytical, rational, instructive, inquisitive
Examples: Google, BBC, Conrad, IBM
3. The Explorer
Goal: Freedom, adventure and self-fulfilment
Character: Curious, independent, adventurous, individualistic
Examples: Red Bull, Jack Wolfskin, Jeep, Käpt’n Iglo, Patagonia
4. The Outlaw
Goal: To create change by breaking rules and challenging convention
Character: Provocative, courageous, unconventional, freedom-loving
Examples: Diesel, Harley-Davidson, MediaMarkt, Red Bull, Oatly
5. The Magician
Goal: To make dreams come true
Character: Visionary, charismatic, inspiring, transformative
Examples: Apple, Axe, Disney, Absolut Vodka, Sony
6. The Hero
Goal: To improve the world through achievement and courage
Character: Courageous, determined, high-performing, inspiring
Examples: Nike, BMW, Snickers, Duracell
7. The Lover
Goal: Closeness, intimacy and passion
Character: Emotional, sensual, empathetic, appreciative
Examples: Chanel, Victoria’s Secret, Lenor, Alfa Romeo
8. The Jester
Goal: To create joy, light-heartedness and entertainment
Character: Humorous, cheeky, creative, fun-loving
Examples: Ben & Jerry’s, IKEA, Old Spice
9. The Everyman
Goal: Belonging and community
Character: Down-to-earth, authentic, reliable, likeable
Examples: KitKat, Visa, Aldi, Volkswagen
10. The Ruler
Goal: Control, stability and order
Character: Authoritative, responsible, structured, security-oriented
Examples: Mercedes-Benz, MasterCard, Rolex, Boss
11. The Creator
Goal: Innovation, originality and self-expression
Character: Creative, inventive, perfectionistic, inspiring
Examples: LEGO, Canon, Adobe, Apple
12. The Caregiver
Goal: Protection, support and care
Character: Selfless, empathetic, supportive, trustworthy
Examples: UNICEF, Hohes C, dm, ADAC, Nivea, Hipp
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