12 brand archetypes

The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those in your fold feel considered, safe, and supported in their pursuits.

Understanding and Leveraging your Caregiver Brand Archetype

Goal: To help others

Greatest fear: Selfishness and ingratitude

Weakness: Martyrdom and being exploited

Talent: Compassion, generosity

AKA: Saint, altruist, parent, helper, supporter, advocate, nurturer

Voice: Considerate, thoughtful, kind

What customers FEEL: Loved, taken care of, safe, “I’m not alone in this,” secure, thankful


Being the Creator, you’re inventive, unique, and vibrant – and it’s all by your own design. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.

Understanding + Leveraging your Creator Brand Archetype

Goal: To realize a vision, hone artistic skill, express yourself, create

Greatest fear: Mediocre vision or execution, lost inspiration

Weakness: Perfectionism, bad solutions, prima donna tendencies

Talent: Creativity and imagination

AKA: Artist, musician, writer, dreamer, builder, designer

Voice: Unique, descriptive, visual and metaphor-rich

What customers FEEL: “I want to be able to do what she can,” Amazed, Inspired


The Entertainer is a whole lot of fun! You’re humorous, light-hearted, and the life of any party. You’re playful, and it’s contagious. Above all, you’re excited to help others get more enjoyment out of life!

Understanding + Leveraging your Entertainer Brand Archetype

Goal: To have a great time and lighten up the world

Greatest fear: Being bored or boring others

Weakness: Frivolity, wasting time

Talent: Joy & humor

AKA: Trickster, joker, practical joker, comedian

Voice: Enthusiastic, expressive, self-deprecating, point out the silly parts of life, tell jokes,

What customers FEEL: Playful, “I love life,” Giddy, Energetic, Entertained, Amused


As the Explorer, you are the trailblazer, the adventurer. You are among the few who dare to literally (or figuratively) investigate the world.  You help us find more of the freedom and fulfillment we seek.

Understanding + Leveraging your Explorer Brand Archetype

Goal: To experience a better, more authentic, more fulfilling life, freedom

Biggest fear: Getting trapped, conformity, and inner emptiness

Weakness: Aimless wandering, becoming a misfit

Talent: Autonomy, ambition, being true to one’s soul

AKA: Seeker, wanderer, individualist, pilgrim, trailblazer, pioneer, adventurer

Voice: Open-minded, resourceful, tolerant,

What customers FEEL: Adventurous, cultured, “I have no limits,” amazed, alive


The Girl/Guy Next Door is friendly, down-to-earth, and loyal.  You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.

Understanding + Leveraging your Girl/Guy Next Door Brand Archetype

Goal: To relate, belong

Greatest fear: To be left out or to stand out from the crowd

Weakness: Losing one’s own self in an effort to blend in or for the sake of superficial relationships

Talent: Realism, empathy, lack of pretense,

AKA: Friend, BFF, everyman, the realist, the solid citizen, the good neighbor, the silent majority

Voice: Friendly, humble, honest, practical

What customers FEEL: Understood, seen, included, “If s/he can, I can too,” warm, trusting


Being the Hero, you are a warrior and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. We look up to you. You inspire us, as you overcome challenges like a champion.

Understanding + Leveraging your Hero Brand Archetype

Goal: Expert mastery through courageous acts in a way that improves the world

Greatest fear: Weakness, vulnerability, body or mind giving out

Weakness: Arrogance, always needing another battle to fight, egocentricity, aggression

Talent: Competence, courage, energy, determination

AKA: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player, competitor, crusader, achiever, coach

Voice: Motivational, self-confident, self-disciplined, direct

What customers FEEL: Inspired, strong, “I can overcome this challenge with massive action,” empowered, determined, motivated


The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand loves simplicity – the world doesn’t have to be complicated.

Understanding + Leveraging your Innocent Brand Archetype

Goal: To be happy (happiness), to keep life pure and simple

Greatest fear: Doing something wrong

Weakness: Simplistic view of the world

Talent: Faith and optimism

AKA: Utopian, traditionalist, saint, idealist, optimist, cheerleader, purist

Voice: Simple and concise language, cheerful

What customers FEEL: Joyful, “I can do this!” encouraged



As the Lover, you are passionate and devoted to your people. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to blazoning your brand message.

Understanding + Leveraging your Lover Brand Archetype

Goal: Being in a relationship with the people, work and surroundings they love, create tactile experiences, attraction

Greatest fear: Being alone, a wallflower, unwanted, unloved, not being noticed

Weakness: Outward-directed desire to please others at risk of losing own identity

Talent: Passion and commitment

AKA: The partner, intimate, enthusiast, sensualist, spouse, team-builder, intimate, harmonizer, connector

Voice: Affectionate, adjective-rich

What customers FEEL:  “Turned on,” “I want what s/he has,” excited, affection, spellbound


As the Magician, you may manifest as a visionary, an inventor, or even a spiritual guide. But while the process and path to results may vary, all Magicians have one common goal – to transform lives.

Understanding + Leveraging your Magician Brand Archetype

Goal: To make dreams come true, understand the laws of the universe

Greatest fear: Unintended negative consequences

Weakness: Becoming manipulative

Talent: Finding win-win solutions, imagining a better future

AKA: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man, intuitive, wizard, inventor, transformer

Voice: Expansive, moving, articulate,

What customers FEEL:  “I want to experience that,” “I’m on the cutting edge,” fascinated, enchanted.


As the Maverick, you are bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.

Understanding + Leveraging your Maverick Brand Archetype

Goal: To overturn what isn’t working, freedom from establishment

Greatest fear: To be powerless, ineffectual, or trapped

Weakness: Crossing over to the dark side, crime, taking fun too far

Talent: Outrageousness, radical freedom

AKA: The rebel, revolutionary, wild man/child, the misfit, thrill seeker,

Voice: Candid, raw, honest

What customers FEEL: Rebellious, “Other people are wrong,” stimulated, thrilled, tenacious, impulsive, uncommon


The Royal is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.

Understanding + Leveraging your Royalty Brand Archetype

Goal: Create a prosperous, successful community

Greatest fear: Chaos, being overthrown, losing influence/control

Weakness: Being authoritarian, unable to connect with audience on their level

Talent: Responsibility, leadership

AKA: Boss, Aristocrat, King, Queen, Politician, Manager, Royalty, God Father, Upper Class

Voice: Refined, articulate

What customers FEEL:  Awe, “If I follow them, I’ll share their success,” like they have good taste, enthralled, admiration


The Sage is analytical and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.

Understanding + Leveraging your Sage Brand Archetype

Goal: To understand the world and teach others what you know

Biggest fear: Being duped, misled—or ignorance. Being outsmarted

Weakness: Can study details forever and never act. Lack of feeling/emotion

Talent: Wisdom, intelligence.

AKA: Expert, scholar, detective, advisor, thinker, academic, researcher, planner, professional, mentor, teacher, guru, teacher, investigator, analyst,

Voice: Factual, decisive, authoritative, intelligent, researched,

What customers FEEL: Educated, “in the know”, wise, “I understand,” engrossed