12 brand archetypes to guide your business identity
Posted: Mon Jan 06, 2025 6:09 am
Brand archetype is a concept used in marketing to represent a brand's distinctive personality. It is based on the idea that brands can adopt symbolic characteristics similar to human personality patterns.
In the vast and competitive field of e-commerce, there is one crucial factor that can make the difference between success and stagnation: choosing your branding strategy and, with it, the ideal brand archetype .
Let’s explore the characteristics and attributes of brand archetypes and how they directly affect your business’s identity. Whether you’re an entrepreneur, a small business, or a large company, this knowledge will be useful for developing a solid and memorable branding strategy .
Boost your brand by creating your own online store.
What are brand archetypes?
Have you ever wondered why some brands inspire you phone database while others convey a sense of confidence or adventure? The answer lies in brand archetypes , which are symbolic patterns that awaken deep emotions and connections in our minds.
It was the Swiss psychologist Carl Jung who spread and popularized the concept of archetypes in the field of psychology. These can be described as a set of fundamental symbols that shape personality, such as people's values, worldview and beliefs.
In marketing, brand archetypes are used to establish an emotional connection with consumers and create a strong, consistent identity. Each type has specific attributes and characteristics associated with it, which can influence how consumers perceive and engage with your brand.
It is important to note that these feelings are not inherent to the product itself. They are built and reinforced through carefully designed messages, in other words, through a branding strategy.
For more information, we invite you to read what a brand identity is and how to create it .
Let’s see how your company can deepen the emotional connection with customers through the ideal brand archetype for your business!
The 12 brand archetypes with examples
From the humble wisdom of the Sage to the thrilling bravery of the Hero, each brand archetype has its own story to tell and its own way of capturing the hearts of its consumers.
Innocent
If you're looking to create a brand image that conveys optimism, joy, and a sense of naivety, this brand archetype might be for you.
In the world of soft drinks, there is one company that stands out for its ability to convey simplicity and happiness in every sip. Can you guess who we are talking about? Yes, we are referring to the iconic Coca-Cola.
Coca-Cola is much more than a drink, it is a symbol of optimism, simplicity, with a hint of nostalgia for childhood . From the moment you open a can or enjoy an ice-cold glass of Coca-Cola, you immerse yourself in a universe where happiness becomes the main ingredient.
In the vast and competitive field of e-commerce, there is one crucial factor that can make the difference between success and stagnation: choosing your branding strategy and, with it, the ideal brand archetype .
Let’s explore the characteristics and attributes of brand archetypes and how they directly affect your business’s identity. Whether you’re an entrepreneur, a small business, or a large company, this knowledge will be useful for developing a solid and memorable branding strategy .
Boost your brand by creating your own online store.
What are brand archetypes?
Have you ever wondered why some brands inspire you phone database while others convey a sense of confidence or adventure? The answer lies in brand archetypes , which are symbolic patterns that awaken deep emotions and connections in our minds.
It was the Swiss psychologist Carl Jung who spread and popularized the concept of archetypes in the field of psychology. These can be described as a set of fundamental symbols that shape personality, such as people's values, worldview and beliefs.
In marketing, brand archetypes are used to establish an emotional connection with consumers and create a strong, consistent identity. Each type has specific attributes and characteristics associated with it, which can influence how consumers perceive and engage with your brand.
It is important to note that these feelings are not inherent to the product itself. They are built and reinforced through carefully designed messages, in other words, through a branding strategy.
For more information, we invite you to read what a brand identity is and how to create it .
Let’s see how your company can deepen the emotional connection with customers through the ideal brand archetype for your business!
The 12 brand archetypes with examples
From the humble wisdom of the Sage to the thrilling bravery of the Hero, each brand archetype has its own story to tell and its own way of capturing the hearts of its consumers.
Innocent
If you're looking to create a brand image that conveys optimism, joy, and a sense of naivety, this brand archetype might be for you.
In the world of soft drinks, there is one company that stands out for its ability to convey simplicity and happiness in every sip. Can you guess who we are talking about? Yes, we are referring to the iconic Coca-Cola.
Coca-Cola is much more than a drink, it is a symbol of optimism, simplicity, with a hint of nostalgia for childhood . From the moment you open a can or enjoy an ice-cold glass of Coca-Cola, you immerse yourself in a universe where happiness becomes the main ingredient.