The 12 Brand Archetypes & Why You Should Know Yours

Brand archetypes are universal patterns that are used to create a connection with the audience. These archetypes are based on the work of Swiss psychologist Carl Jung and his theory of the collective unconscious. There are twelve brand archetypes in total, each with its own set of characteristics, strengths, and weaknesses.

The Innocent

This archetype represents purity, simplicity, and a sense of hope. A small business that would fit this archetype could be a local organic farm that sells fresh produce to the community.

The Orphan

This archetype represents vulnerability, a sense of being alone, and a need for protection. A small business that would fit this archetype could be a pet rescue organization that helps abandoned animals find new homes.

The Hero

This archetype represents courage, determination, and a sense of adventure. A small business that would fit this archetype could be a rock climbing gym or CrossFit box that helps people challenge themselves and push their boundaries.

The Caregiver

This archetype represents compassion, nurturing, and a sense of responsibility. A small business that would fit this archetype could be a home health care agency that helps seniors and disabled individuals live independently.

The Explorer

This archetype represents a sense of freedom, adventure, and a desire to discover new things. A small business that would fit this archetype could be an offroading vehicle customs shop.

The Sage

This archetype represents wisdom, knowledge, and a sense of understanding. A small business that would fit this archetype could be a bookstore that specializes in rare and hard-to-find books.

The Magician

This archetype represents creativity, transformation, and a sense of wonder. A small business that would fit this archetype could be a community theatre that produces regular performances and events.

The Outlaw

This archetype represents rebellion, freedom, and a sense of unconventionality. A small business that would fit this archetype could be a tattoo studio, firearms dealer, or dispensary.

The Lover

This archetype represents passion, intimacy, and a sense of connection. A small business that would fit this archetype could be a flower shop that specializes in creating romantic and personalized arrangements or a local boudoir photographer focused on building clients’ self-esteem.

The Jester

This archetype represents playfulness, humor, and a sense of fun. A small business that would fit this archetype could be a comedy club, party rentals, or indoor gymnasium.

The Regular Guy or Girl

This archetype represents authenticity, relatability, and a sense of normality. A small business that would fit this archetype could be a local coffee shop that is known for its friendly and welcoming atmosphere.

The Ruler

This archetype represents power, control, and a sense of prestige. A small business that would fit this archetype could be a luxury car dealership, cigar club, or upscale restaurant.

By understanding the 12 brand archetypes and how they relate to your small business, you can create a more powerful and compelling brand story that resonates with your target audience. By using archetypes, small business owners can tap into the universal emotions that drive human behavior to connect with their customers on a deeper level.

Which archetype best describes your ideal customer? Kapeesh Marketing understands the importance of appealing to the target audience of your small business. No matter how small your brand, it’s just that – a BRAND. Treat it like one! Contact us at 713-570-6603 or hello@kapeeshllc.com to chat about how to align your brand strategy to your ideal customers.