The Innocent represents brands characterized by simplicity, goodness, and an optimistic outlook. These brands often focus on purity, morality, and reliability, aiming to convey a sense of trust and stability.

Desire: Love, peace, and happiness for all
Goal: Happiness
Strategy: Do the right thing
Brand Message: “The glass is half full”
Traits: Optimistic, Charming, Honest, Loyal, Simplistic
Fears: Depravity, Deceit, Complexity, Punishment, Confusion
Brands: Dove, McDonald’s, Innocent, Coca-Cola, Volkswagen

The Everyman is embodied by approachable and down-to-earth brands. These brands are seen as relatable, with a focus on common virtues and an emphasis on creating a sense of belonging and community.

Desire: Connection with others
Goal: Belonging
Strategy: Down-to-earth and trustworthy
Brand Message: “Live together in harmony”
Traits: Dependable, Realistic, Pragmatic, Inclusive, Equality
Fears: Exclusion, Standing out, Hostility, Isolation, Separation
Brands: Tesco, Lynx, Ford, Levis, Ikea

The Hero is adopted by brands that are inspiring and motivating. They are characterized by their courage, determination, and often a mission to make the world a better place. These brands are typically seen as empowering their customers.

Desire: Mastery
Goal: Improve the world through courage
Strategy: Motivate and encourage
Brand Message: “Where there’s a will there’s a way”
Traits: Bravery, Courage, Honor, Inspiration, Growth
Fears: Weakness, Incapability, Injustice, Cowardice, Incompetence
Brands: Nike, BMW, FedEx, Adidas, The Royal Marines

The Outlaw (Rebel) breaks conventions and challenges the status quo. Brands under this archetype are often seen as rebellious, disruptive, and unafraid to push boundaries or question established norms.

Desire: Revolution
Goal: Disruption
Strategy: Shake things up and do things differently
Brand Message: “Rules are made to be broken”
Traits: Disruptive, Liberator, Confrontational, Independent, Change
Fears: Conformity, Rules, Repetition, Rigidity, Status Quo
Brands: Harley-Davidson, Uber, Diesel, Greenpeace, Red Bull

The Explorer suits adventurous and spirited brands. These brands encourage discovery, freedom, and new experiences, often appealing to the adventurous spirit within their customers.

Desire: Freedom of discovery
Goal: Excitement and Fulfillment
Strategy: Take your own path
Brand Message: “Seek out new things and set yourself free”
Traits: Discovery, Adventure, Independence, Exploration, Pioneering
Fears: Aimlessness, Conformity, Safety, Confinement, Short Sightedness
Brands: NASA, Jeep, The North Face, Subaru, National Geographic

The Creator is for brands that are innovative and artistic. They prioritize originality, creativity, and vision, often seen as pioneers in their fields.

Desire: Create the perfect product/service
Goal: Innovation
Strategy: Use creativity to solve problems
Brand Message: “Think different”
Traits: Innovation, Originality, Expression, Vision, individualistic
Fears: Stagnation, Duplication, Familiarity, Disillusion, Indifference
Brands: Apple, Lego, Adobe, GoPro, Crayola

The Ruler is associated with brands that convey a sense of control, leadership, and success. These brands often position themselves as luxurious, elite, or superior in their domain.

Desire: Control
Goal: Success
Strategy: Lead and create exclusivity
Brand Message: ”Laughter is the world’s best medicine”
Traits: Power, Status, Success, Wealth, Loyalty
Fears: Losing power, being undermined, rule breakers, rebels
Brands: Microsoft, Rolls Royce, Rolex, Hugo Boss,

The Magician creates a sense of wonder and belief in transformation. Brands under this archetype are seen as visionary and inspirational, often promising transformative experiences or products.

Desire: Turn dreams into reality
Goal: Magical Moments
Strategy: Create a unique vision and stand by it
Brand Message: “Make the impossible, possible”
Traits: Transformational, Charisma, Imaginative, Idealistic, Insightful
Fears: Repetition, Boring, Stagnation, Doubt, Ignorance
Brands: Disney, Dyson, TUI, Polaroid, MAC Cosmetics

The Lover focuses on creating intimate connections and experiences. These brands are often associated with passion, pleasure, and sensuality, aiming to make their customers feel cherished and valued.

Desire: Connection
Goal: Intimacy
Strategy: Be desirable
Brand Message: “Love makes the world go round”
Traits: Passionate, Committed, Romantic, Affectionate, Indulgent
Fears: Rejection, Isolation, Loneliness, Unloved, Invisible
Brands: Victoria’s Secret, Godiva, Anne Summers, Alfa Romeo, Chanel

The Caregiver is characterized by nurturing and compassion. Brands adopting this archetype are often seen as protective, generous, and committed to supporting and caring for others.

Desire: Care, protect and nurture
Goal: Helping Others
Strategy: Do things for others
Brand Message: “Treat others as yourself”
Traits: Compassion, Caring, Reassuring, Nurturing, Warm
Fears: Helplessness, Selfishness, Ingratitude, Instability, Neglect
Brands: Unicef, Johnson & Johnson, NHS, Pampers, Volvo

The Jester brings joy and entertainment. These brands are light-hearted, fun, and often use humor to engage their audience, aiming to provide a sense of playfulness and levity.

Desire: Enjoy life and have fun
Goal: Entertainment
Strategy: Be playful, be fun
Brand Message: “If you’re not having fun you’re doing it wrong”
Traits: Playful, Humorous, Positivity, Togetherness, Funny
Fears: Boredom, Negativity, Seriousness, Gloom, Misery
Brands: Paddy Power, Budweiser, Skittles, Old Spice, M&Ms

The Sage seeks truth and wisdom. Brands under this archetype are often knowledgeable and trusted sources of information, aiming to educate and enlighten their customers.

Desire: Find the Truth
Goal: Understanding
Strategy: Seek information and knowledge
Brand Message: “The truth will set you free”
Traits: Wisdom, Intelligence, Expertise, Information, Influence
Fears: Lies, Misinformation, Ignorance, Inaccuracy, Stupidity
Brands: TED, Google, BBC, Discovery Channel, The Times

Brand archetypes help you determine the human character traits that most accurately reflect your brand. This enables your brand to create deeper connections with your audience and customers based on strong emotional interactions. They help you create an attractive force, pulling and enticing your audience to your brand via shared values, resulting in better brand perception, greater brand advocacy and a stronger, more loyal customer base.