What are the 12 classic brand archetypes?
The 12 classic brand archetypes, based on Carl Jung’s archetypal theory, are widely used in marketing to create more relatable and resonant brands. Each archetype represents a universal pattern of behavior and is associated with specific traits, motivations, and values. Here are the 12 classic brand archetypes:
Motto: “Free to be you and me.”
Goal: To be happy.
Traits: Optimistic, pure, simple, moral.
Examples: Coca-Cola, Dove.
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Motto: “Don’t fence me in.”
Goal: To experience a better, more authentic, more fulfilling life.
Traits: Adventurous, ambitious, independent.
Examples: Jeep, Patagonia.
Motto: “The truth will set you free.”
Goal: To understand the world and teach others.
Traits: Intelligent, thoughtful, analytical.
Examples: Google, BBC.
Motto: “Where there’s a will, there’s a way.”
Goal: To prove worth through courageous acts.
Traits: Brave, determined, honorable.
Examples: Nike, FedEx.
The Outlaw
Motto: “Rules are made to be broken.”
Goal: To overturn what isn’t working.
Traits: Rebellious, disruptive, provocative.
Examples: Harley-Davidson, Diesel.
Motto: “It can happen!”
Goal: To make dreams come true.
Traits: Visionary, charismatic, imaginative.
Examples: Disney, Apple.
The Regular Guy/Gal (Every man Archetype)
Motto: “All men and women are created equal.”
Goal: To belong and connect with others.
Traits: Down-to-earth, supportive, reliable.
Examples: IKEA, Budweiser.
Motto: “I only have eyes for you.”
Goal: To create intimacy and inspire love.
Traits: Passionate, empathetic, sensual.
Examples: Chanel, Victoria’s Secret.
Motto: “You only live once.”
Goal: To live in the moment with full enjoyment.
Traits: Fun-loving, playful, humorous.
Examples: M&M’s, Old Spice.
Motto: “Love your neighbor as yourself.”
Goal: To help others and protect them.
Traits: Compassionate, nurturing, selfless.
Examples: Johnson & Johnson, UNICEF.
Motto: “If you can imagine it, it can be done.”
Goal: To realize a vision.
Traits: Creative, expressive, innovative.
Examples: LEGO, Adobe.
Motto: “Power isn’t everything, it’s the only thing.”
Goal: To create a prosperous, successful family or community.
Traits: Leadership, responsibility, control.
Examples: Mercedes-Benz, Rolex.
By aligning a brand with one of these archetypes, companies can create a consistent and compelling brand identity that resonates deeply with their target audience, fostering loyalty and emotional connections.
