Brand Archetypes

Explore the 12 Brand Archetypes

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Archetype Inspiration

Magician Archetype brands can be really interesting, because they can take on many different forms. It’s a main strength of the brand type – the ability to mold and influence the world around them in new and progressive ways. In the “big brand” example, Tesla shows […]

The Maverick Archetype brand lives for challenging the status quo, disrupting “normal,” and living the life that most won’t dare to.   Red Bull has had a long standing of absolutely killing it on social media, and their Instagram feed is no exception. They use product placement sparingly and […]

The Royal Archetype brand is the most aspirational of all the archetypes. Brands that live this archetype tend to show off the lifestyle of someone who’s “made it.” They lead by example and inspire others to reach their level of success or achievement.   Tiffany and Co have built this […]

Girl & Guy Next Door Archetype brands are all about creating a relatable, friendly relationship with their customers. They remind us to be humble and that our dreams are possible through hard work and a good attitude.   Pabst Blue Ribbon has had a fascinating revival in the last […]

Intel is a classic Sage archetype. Check out their hashtag: #EXPERTMODE. It’s a perfect fit for them! They don’t shy away from showing off the high-tech details of their product. I also love that they are showcasing women engaging in high-tech activities.   Foundr Magazine shows off […]

Big Brand Entertainer Archetype Inspiration. Both of these Instagram feeds shout, “FUN!”   Target’s new tagline is quintessential Entertainer, “Where products come to play.” I love the quirkiness and unexpected that they showcase.Think about the melon fish/shark – they could […]

Right in Timberland’s description, they say, “outfits for the journey, wherever the adventure may be.” That type of sentiment is classic Explorer Archetype. I love how they showcase their products in a multitude of different locations. […]

Mission Bicycle features its product in artistic and creative compositions. What was “just a bicycle” becomes art with the bright colors, detail shots, and unique backgrounds. The color scheme is kept pretty consistent with the cool colors with […]

The Caregiver Archetype brand is most easily thought of in a maternal way – in the way that a mother cares for her children, as Johnson’s Baby shows here. Each of the images with babies include their parents caring for them in some way. The colors used are softer […]

Ah, Nike. I can’t resist using them as an example whenever I talk about Hero Archetype brands because they do it so darn well. I love the variety of people they show pushing their limits and working on achieving whatever they set their head to accomplishing. The colors […]

The Lover Archetype brand can show up in many different ways. You can often see it in a love for form, design, food, and style. For a Lover Archetype, the packaging is just as important as what is inside. Brands that operate from a “passion first” ideology are tapping into […]

Gosh, looking at these two image sets just makes you happy, right?   Many of the food products that adopt an Innocent brand archetype, like Chobani shown here, showcase their natural, organic, and close-to-nature aspects. They are “innocent” in that they don’t […]

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