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Unleash Your Inner Hero: Crafting Your Brand Archetype

August 07, 20239 min read

Hey there, awesome entrepreneur! Are you ready for a thrilling adventure into the world of branding? In this exciting article, we'll explore brand archetypes — powerful symbols that make your brand come alive and wow your audience.

Imagine this: Your brand as a fascinating character, connecting deeply with your customers. Brand archetypes are like your brand's heart and soul, creating a strong bond with your clients. No matter if you're a coach, consultant, agency, or expert entrepreneur, these archetypes help create unforgettable brand experiences.

With the magic of archetypes, your brand will shine brightly among competitors and leave a lasting mark on your industry. Let's embark on this exciting adventure together!

What Are Brand Archetypes?

Brand archetypes are powerful symbols or characters that represent certain personality traits, values, and emotions. They form the foundation of your brand's identity, just like the protagonist in a captivating story.

Each archetype embodies specific characteristics that resonate with your audience on a deep and emotional level.

Carl Young's 12 brand archetypes are what most of us lean on for this exercise. Carl Young was a Swiss psychiatrist and he developed these archetypes:

  1. The Hero: Courageous, determined, and driven to overcome challenges and inspire others to do the same. Examples: Nike, BMW.

  2. The Rebel: Unconventional, daring, and seeks to challenge the status quo. Examples: Harley-Davidson, Apple.

  3. The Sage: Wise, knowledgeable, and shares valuable insights to guide others. Examples: Google, TED.

  4. The Innocent: Pure, optimistic, and believes in the goodness of the world. Examples: Coca-Cola, Dove.

  5. The Explorer: Adventurous, curious, and encourages a journey of discovery. Examples: The North Face, Airbnb.

  6. The Lover: Passionate, romantic, and fosters strong emotional connections. Examples: Chanel, Victoria's Secret.

  7. The Jester: Playful, humorous, and brings joy and laughter to people's lives. Examples: M&M's, IKEA.

  8. The Magician: Visionary, transformative, and inspires change and innovation. Examples: Disney, Apple.

  9. The Everyman: Relatable, down-to-earth, and represents the ordinary person. Examples: IKEA, Volkswagen.

  10. The Caregiver: Nurturing, compassionate, and dedicated to helping others. Examples: Johnson & Johnson, UNICEF.

  11. The Ruler: Authoritative, responsible, and provides structure and leadership. Examples: Rolex, Mercedes-Benz.

  12. The Outlaw: Defiant, rebellious, and challenges established norms. Examples: Red Bull, Virgin.


When you align your brand with a compelling archetype, you evoke strong emotions and create a memorable brand experience. This emotional connection fosters loyalty and trust among your audience, making them feel like they've found a kindred spirit in your brand.

How Do You Choose Your Brand Archetypes?

Discovering your brand archetype requires a blend of self-reflection, market research, and creativity.

  • Begin by understanding your brand's values, core beliefs, and personality traits.

  • Then, delve into your target audience's desires, aspirations, and pain points.

  • The magic happens when you find the archetype that bridges the gap between your brand's essence and your audience's deepest desires. Embrace your chosen archetype wholeheartedly, and infuse it into your brand's voice, visuals, and messaging.

POWER MOVE: I love working with ChatGPT for this exercise. If you want to give it a shot, you can use this prompt to get you started. " I would like your help identifying brand archetypes that align with my personal brand. I want to choose one of Carl Young's 12 archetypes as a primary that will represent 70% of who I am as well as a secondary archetype for the remaining 30%. What do you need to know from me in order to help me determine what my primary and secondary archetypes are?"

Now, let's talk about the perfect mix of archetypes. For a compelling and well-rounded brand identity, I recommend a 70-30 mix. Choose a primary archetype that closely aligns with your brand's core values and messaging. Then, complement it with a secondary archetype that adds depth and versatility to your brand's storytelling.

Embrace your chosen archetypes wholeheartedly, and infuse them into your brand's voice, visuals, and messaging. But, remember, brand archetypes can evolve over time. Take Apple, for instance—once the rebel challenging the status quo, they later transformed into the visionary magician, inspiring change and innovation.

Your brand archetype is a starting point, and as your brand grows and evolves, it may shift to align with your evolving story and audience.

Examples of Brand Archetypes

  1. The Sage's Expertise: A business consultancy embodies "The Sage" archetype, positioning themselves as a trusted advisor and industry expert. Through thought leadership content, webinars, and workshops, they share their profound knowledge and valuable insights, guiding their clients towards sustainable success.

  2. The Heroic Coach: A life coach embraces "The Hero" archetype, empowering clients to overcome personal challenges and embark on transformative journeys. Through their coaching programs, they inspire clients to discover their inner strengths and reach their full potential, just like heroes in their own life stories.

  3. The Caregiver's Support: A virtual assistant service embodies "The Caregiver" archetype, providing reliable and nurturing support to busy entrepreneurs and executives. With their caring and attentive approach, they ease the burdens of administrative tasks, allowing their clients to focus on their core expertise and business growth.

  4. The Explorer's Innovation: A digital marketing agency takes on "The Explorer" archetype, continuously seeking new and inventive strategies to lead clients through uncharted digital territories. They thrive on staying ahead of trends and exploring emerging platforms to create unique marketing experiences.

  5. The Rebel's Disruption: A branding agency embraces "The Rebel" archetype, challenging conventional branding norms and daring clients to stand out in a crowded market. With their rebellious spirit, they craft bold and unconventional brand identities that captivate audiences and disrupt the status quo.

  6. The Magician's Transformation: A career coaching service adopts "The Magician" archetype, guiding clients through career transitions and transformations. By helping individuals harness their skills and passions, they empower clients to create magical career paths that align with their true aspirations.

  7. The Lover's Connection: A relationship coach embodies "The Lover" archetype, fostering deep emotional connections and harmonious partnerships. Through personalized coaching sessions and heartfelt guidance, they nurture clients' relationships and strengthen their bonds with their significant others.

By aligning their brand with a compelling archetype, they create emotional connections, stand out in their industries, and build long-lasting relationships with their clients.

Promoting a Webinar as Different Archetypes

To help you understand a little better how these different archetypes can come into play in your various marketing efforts, let's envision that you are going to be creating a webinar. I wanna show you how different angles based on different archetypes would play into some social media posts to promote this webinar.

Brand Archetype: The Hero

🌟 Ready to conquer your biggest challenges and achieve extraordinary results? 🌟 Join me for an empowering webinar where I'll share the proven strategies that will transform you into a true industry hero! 💪🚀 Reserve your spot now and embark on your journey to greatness. 🌟 #Webinar #HeroicJourney #AchieveGreatness

Brand Archetype: The Sage

🌟 Wisdom awaits! 🌟 Unlock the secrets to success in my upcoming webinar, where I'll share profound insights and valuable knowledge to guide you towards a more enlightened path. 📚💡 Reserve your seat today and embark on a journey of profound discovery. 🌟 #Webinar #WisdomUnveiled #EnlightenedPath

Brand Archetype: The Caregiver

🌟 Let's nurture your dreams together! 🌟 Join me for a heartwarming webinar where I'll provide caring support and practical tools to help you achieve your professional goals while maintaining a healthy work-life balance. 💼🌸 Reserve your spot now and let's create a thriving, fulfilling future. 🌟 #Webinar #NurturingSuccess #WorkLifeBalance

Brand Archetype: The Explorer

🌟 Adventure awaits! 🌟 Embark on an exciting journey with me during my upcoming webinar, where we'll explore innovative strategies to propel your business to new heights. 🚀🗺️ Get ready to chart your course towards success! Reserve your spot and let's set sail together. 🌟 #Webinar #InnovativeExploration #NewHorizons

Brand Archetype: The Rebel

🌟 Ready to challenge the norm? 🌟 Unleash your rebellious spirit and join me for a game-changing webinar where we'll defy conventions and revolutionize your brand's identity. 🔥💥 Secure your spot now and let's create a brand that stands out fearlessly! 🌟 #Webinar #RebelWithARevolution #BrandDisruption

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Notice how all of them are promoting a webinar, but by understanding who you are as an archetype and who you're trying to target it's a lot easier to adapt your language into something that would resonate with them.

For example, the hero empowers you, the sage shares insights with you, the caregiver is supporting you, the explorer is showing you innovative strategies, and the rebel is helping you change the game and defy conventions.

It's subtle, but powerful, messaging.

Frequently Asked Questions (FAQ)

What is a brand archetype?

A brand archetype is a powerful symbol or character that represents certain personality traits, values, and emotions. It serves as the foundation of a brand's identity, guiding its voice, visuals, and messaging to resonate with its target audience on a deep and emotional level.

How do brand archetypes help my business?

Brand archetypes play a crucial role in crafting a brand identity that connects authentically with your audience. By aligning your brand with a compelling archetype, you evoke strong emotions and create a memorable brand experience. This emotional connection fosters loyalty and trust among your audience, making them feel like they've found a kindred spirit in your brand.

Can brand archetypes be used for any type of business?

Absolutely! Brand archetypes can be applied to a wide range of businesses, including service-based businesses, agencies, coaches, consultants, and other expert entrepreneurs. No matter the industry, brand archetypes help create meaningful and authentic brand experiences that stand out in a crowded marketplace.

How do I discover my brand archetype?

Discovering your brand archetype requires a blend of self-reflection, market research, and creativity. Start by understanding your brand's values, core beliefs, and personality traits. Then, delve into your target audience's desires, aspirations, and pain points. The magic happens when you find the archetype that bridges the gap between your brand's essence and your audience's deepest desires.

Can my brand archetype change over time?

Yes, brand archetypes can evolve over time as your brand grows and adapts to new challenges and opportunities. Just like how some well-known brands have transformed their archetypal identities, your brand archetype can shift to align with your evolving story and audience.

What is the recommended mix of archetypes for a brand?

For a compelling and well-rounded brand identity, a 70-30 mix is recommended. Choose a primary archetype that closely aligns with your brand's core values and messaging. Then, complement it with a secondary archetype that adds depth and versatility to your brand's storytelling.

How can ChatGPT help me with brand archetypes?

ChatGPT, your trusted partner in Lively Engagement & Organizational Support, can guide you through the process of uncovering your brand archetype. Whether you're an emerging business or an established expert entrepreneur, we'll work together to explore your brand's essence and find the perfect archetype that resonates with your audience.

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Christina Hooper

Business Design Consultant 🚀 Building Your BLUEprint for Success & Fulfillment 🐉Conquering Dragons 🔮 Turning Dreams Into Realized Plans 🥳 Having Fun on the Way

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