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What are the most common brand voice archetypes for compelling storytelling?

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Every brand has a voice, a unique way of communicating with its audience that reflects its personality, values, and goals. A brand voice can make or break your storytelling, as it determines how you connect with your customers, stand out from your competitors, and convey your message. But how do you find your brand voice and use it effectively in your stories? One way is to use brand voice archetypes, which are common patterns of tone, style, and language that appeal to different types of audiences and emotions. In this article, we'll explore the most common brand voice archetypes for compelling storytelling and how to apply them to your own brand.

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1 The Hero

The hero is the brand voice archetype that inspires action, courage, and loyalty. The hero tells stories of overcoming challenges, achieving goals, and making a difference. The hero uses confident, assertive, and motivational language, often with a sense of urgency and impact. The hero appeals to customers who want to be part of a bigger cause, who value leadership and integrity, and who are willing to take risks and face obstacles. Examples of hero brands are Nike, Apple, and Tesla.

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Mark Wilson

DTC Newsletter Guy |?Email & Content Marketing Expert | Founder @ Cultivated Cool
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Tina Turner once said, "We don't need another hero," but everyone needs one. Using the hero archetype, you can frame your products as the solution to your customer's challenges and pain points – the hero that answers the call when your audience is in need. People love feeling inspired, so the hero highlights the journey and the battles they've won by overcoming adversity. The hero also taps into that universal desire to conquer the proverbial monster we all face in challenging times and come out unscathed on the other side of the battle. If you use the right story to position your product as the solution that conquers that monster, your customers will always remember your brand.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Hero: Characteristics: Courageous, inspirational, and driven by a sense of duty. Brand Story: Overcoming challenges, achieving success against all odds.

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Bradford Carmichael

Chief Executive Officer at Societysfinestiam llc
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One time at work, there was a patient who stated: You (me) are always happy. I have never seen you upset, down or depressed. My reply was... It's a must I lighten the emotional burden as much as I can for the patients we serve. It takes too much to be in disarray, so let me give a peace of mind as often as I can so I can help in every way possible.

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2 The Sage

The sage is the brand voice archetype that educates, informs, and enlightens. The sage tells stories of wisdom, knowledge, and insight. The sage uses clear, precise, and authoritative language, often with facts, data, and examples. The sage appeals to customers who want to learn, grow, and improve, who value expertise and credibility, and who are curious and rational. Examples of sage brands are Harvard, Google, and TED.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Sage: Characteristics: Wise, insightful, and knowledgeable. Brand Story: Providing valuable information, guiding and educating the audience.

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3 The Jester

The jester is the brand voice archetype that entertains, surprises, and delights. The jester tells stories of humor, fun, and creativity. The jester uses playful, witty, and expressive language, often with jokes, puns, and metaphors. The jester appeals to customers who want to have a good time, who value originality and spontaneity, and who are adventurous and open-minded. Examples of jester brands are Old Spice, Ben & Jerry's, and Netflix.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Jester: Characteristics: Playful, humorous, and lighthearted. Brand Story: Bringing joy, entertainment, and laughter to the audience.

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4 The Lover

The lover is the brand voice archetype that seduces, charms, and nurtures. The lover tells stories of passion, romance, and intimacy. The lover uses sensual, emotional, and flattering language, often with compliments, metaphors, and imagery. The lover appeals to customers who want to feel special, who value beauty and pleasure, and who are passionate and loyal. Examples of lover brands are Chanel, Starbucks, and Airbnb.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Lover: Characteristics: Passionate, sensual, emotional. Storytelling Approach: Emphasizing emotional connections, relationships, and heartfelt experiences.

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5 The Explorer

The explorer is the brand voice archetype that discovers, adventures, and frees. The explorer tells stories of exploration, travel, and independence. The explorer uses adventurous, inspiring, and liberating language, often with questions, challenges, and invitations. The explorer appeals to customers who want to escape, who value freedom and diversity, and who are restless and ambitious. Examples of explorer brands are Patagonia, Lonely Planet, and Spotify.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Explorer: Characteristics: Curious, adventurous, open-minded. Storytelling Approach: Journeys of discovery, embracing the unknown, and celebrating exploration.

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6 The Caregiver

The caregiver is the brand voice archetype that supports, comforts, and heals. The caregiver tells stories of compassion, care, and service. The caregiver uses warm, gentle, and reassuring language, often with empathy, gratitude, and encouragement. The caregiver appeals to customers who want to help, who value kindness and generosity, and who are empathetic and reliable. Examples of caregiver brands are Dove, Ikea, and Uber.

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Manisha Patil

I Write and Design Epic Personal Brands for YOUR Social Media Platforms | Canva Pro Content Designer | Writer | LinkedIn Top Voice
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The Caregiver: Characteristics: Nurturing, empathetic, supportive. Storytelling Approach: Focused on caring for others, providing comfort, and creating a sense of community.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common brand voice archetypes for compelling storytelling?

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3

4

5

6

7

1 The Hero

2 The Sage

3 The Jester

4 The Lover

5 The Explorer

6 The Caregiver

7 Here’s what else to consider

Copywriting

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What are the most common brand voice archetypes for compelling storytelling?

1

2

3

4

5

6

7

1 The Hero

2 The Sage

3 The Jester

4 The Lover

5 The Explorer

6 The Caregiver

7 Here’s what else to consider

Copywriting

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