The concept of personality archetypes, which encompass key human roles and motifs, was first introduced by Carl Jung in his works The Archetypes and the Collective Unconscious (1969) as well as On the Nature of the Psyche (1954). The personality archetypes were later adapted by Margaret Mark in the famous brand psychology book, The Hero and The Outlaw (2002).
The book believes that in order for brands to build strong emotional connections with customers, they must embody one of the 12 Jungian archetypes. Choosing and adopting an archetype means that customers can identify and relate to certain characteristics within your brand, and understand who you are.
These are the 12 Jungian brand archetypes, including examples.
The Outlaw
The Outlaw seeks to break the rules. To challenge the status quo. To live life on his own terms. To be free. They are rebellious, courageous and confident.
Example - Harley Davidson, Jack Daniels
The Creator
The Creator lives to create. To bring a vision to life. To turn ideas into reality. To dream big. To think outside of the box. They are smart, creative, and driven.
Example - Lego, Apple
The Lover
The lover does just that - they love. They seek intimacy, warmth, romance, seduction. They are confident, sexy, enticing.
Example - Chanel, Magnum
The Everyman
The Everyman is down-to-earth. They are humble. They have their feet firmly on the ground. They are likeable, reliable, like an old friend.
Example - IKEA, eBay
The Ruler
The Ruler is in charge. They have it all under control. They are confident and in charge. And they want you to know it. They are respected.
Example - Rolex, British Airways
The Caregiver
You're in safe hands. The Caregiver is going to look after you. The Caregiver is here to make sure you're okay. They're soft, sweet, and put you at ease.
Example - Johnson & Johnson, Flora
The Explorer
The Explorer is ready to take on the world. To reach new heights. To take the plunge, to step into the unknown. They're ambitious, energetic, optimistic. They want you to come with them.
Example - Patagonia, Yeti
The Jester
The Jester is making you laugh. The Jester doesn't take themselves too seriously and doesn't take you too seriously either. Lighten up, life's not that bad, is it?
Example - Dollar Shave Club, Ben & Jerry's
The Innocent
The Innocent sees the bright side of life. They are happy. They are good. They wish you the best. The Innocent lives in a world where the glass is always half full.
Example - Corona, Innocent Smoothies
The Hero
The Hero saves the day. The Hero is going to help you achieve your goals. The Hero is optimistic, driven, ambitious, and courageous. The Hero is going to make the world a better place.
Example - Nike, Duracell
The Magician
The Magician is pulling a rabbit out of a hat. The Magician makes your wildest dreams come true, right in front of your eyes. The Magician creates worlds of wonder, emotion, and adventure.
Example - Disney, Polaroid
The Sage
The Sage is wise, thoughtful, trusted. The Sage is here to give you advice, to show you the light. They'll ask you the difficult question, but shine a light in the right direction. The Sage seeks truth.
Example - The Economist, Google
What I love about the 12 archetypes framework is that, once you understand it, every single brand fits into one of them. It's a tool that helps you see why brands make certain decisions, from design to font, from copy to placement - everything becomes clearer.
My key takeaway is that the strongest brands have a deep understanding of their own archetype, and therefore their values. It means that they can assess everything they do through the lens of their archetype and achieve a higher level of consistency across their branding.