Brand Archetype in Digital Marketing: Why They Matter

Every brand has an archetype. Archetypes are archetypal personality types that are associated with a specific product or service. Read on to learn more about what a brand archetype is and how brand archetype in digital marketing matters.

An archetype is a representation of a universal character that we all experience throughout our lives. Carl Jung, a psychologist from Switzerland, was the first to define the 12 archetypes that represent the most common characters in life. The brand archetype in digital marketing matters because it helps connect the online face of your brand with your ideal customer. Marketingprofs lists archetypes as a way to help understand your customers of users. In fact, your brand will have one or more archetypes that stand out the most.

The twelve Jungian brand archetypes are:

  1. The Magician
  2. The Creator
  3. The Ruler
  4. The Lover
  5. The Caregiver
  6. The Jester
  7. The Sage
  8. The Explorer
  9. The Rebel
  10. The Hero
  11. The Everyman
  12. The Innocent

The ideal type is the archetype that most closely resembles the average consumer. They are the people who are comfortable with their own personality and who are confident in their abilities. They are the people who are happy with what they have and are not interested in making any drastic changes. Before you can use a brand archetype in digital marketing, you need to determine which archetype you are.

The Magician Brand Archetype

A magician is a type of brand archetype that appeals to people who are fascinated by the power of magic. This archetype is associated with mystery, enchantment, and the supernatural, and is often used to represent brands that offer something unique and exciting. Magicians often use sleight of hand to deceive their audiences, and their brands are often associated with supernatural powers or phenomena.

The Creator Brand Archetype

The creator feels the company fits the “hipster” brand archetype. The company is young, cool, and trendy. It appeals to a niche market of people who are interested in up-and-coming trends and are willing to experiment with new products.

The Ruler Brand Archetype

The brand archetype for the ruler is a powerful, authoritative figure who is respected and admired by others. They are often seen as experts in their field, and are known for their organisational skills and leadership abilities. They are usually seen as fair and impartial, and are known for their strong sense of justice.

The Lover Brand Archetype

The Lover brand archetype embodies freedom, independence, and self-expression. They are seekers of adventure, and are drawn to new experiences. They are ambitious and goal-oriented, and are often very creative. They are often very social, and enjoy spending time with others. They are often carefree and enjoy life to the fullest.

The Caregiver Brand Archetype

The caregiver archetype is a brand that is nurturing and caring. It is usually patient and understanding, and is there to support and care for the people it cares for.

The Jester Brand Archetype

The jester is always up for a good time. He is always keeping things light, but he can also be quite serious when needed. He is always ready for a laugh, but can also be quite sincere when needed. He is always making people laugh, but he can also be quite serious when needed.

The Sage Brand Archetype

The sage is the quintessential brand archetype. They are wise, compassionate, and know how to live life to the fullest. They embody the qualities that make a great brand, and their brand is synonymous with quality and sophistication.

The Explorer Brand Archetype

The explorer brand archetype is the archetype of a brand that is characterized by its adventurous spirit, its willingness to take risks, and its passion for discovery. This brand archetype is often associated with brands that sell products that are new and innovative, such as fashion brands, technology brands, and food brands. The explorer brand archetype is often associated with brands that are pushing the boundaries of what is possible, and it is often associated with brands that are willing to take risks and try new things.

The Rebel Brand Archetype

The rebel brand archetype is synonymous with risk-taking and standing out from the crowd. They are always pushing the envelope and challenging the norm, which is why their brand language is full of exciting, buzzwords and phrases that draw attention. For example, they might use phrases like “distinctive” or “unique” to describe their products or services.

The Hero Brand Archetype

The brand archetype The Hero represents is that of the risk taker. They are willing to take risks in order to achieve their goals and are not afraid of obstacles. They are also loyal to their friends and are willing to help them in any way possible.

The Everyman Brand Archetype

The Everyman brand archetype is a brand archetype characterized by its ability to resonate with the average person. This means that the brand archetype appeals to a wide range of people, not just those who are specifically interested in its particular product or service. This makes the everyman brand archetype well-suited for products and services that are not particularly specialized or niche.

The Innocent Brand Archetype

The Innocent is a brand archetype that is dedicated to providing quality products and services to its customers. The brand focuses on providing quality products and services that are safe and natural. The Innocent also stresses the importance of being environmentally conscious, which is reflected in the company’s policies and practices. The Innocent is a brand that is family-oriented and committed to providing quality products and services.

Why Brand Archetype in Digital Marketing?

Your brand archetype informs the tone, voice, colors, imagery and other aspects of how you represent your brand in all marketing, but especially in digital marketing where most information about a brand is consumed. Want some help to determine your brand archetype or to align your digital marketing to your brand archetype? Contact Atlanta digital marketing agency, B. McGuire Designs and we can help you stand apart from competition and attract more of your ideal customers.

Have questions?

Let's Talk

Consultation Request


Free Brand Archetype Assessment