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