The 12 Brand Archetypes – And How to Choose One for Your Startup

Crafting a compelling narrative is essential to get your audience invested in your product. Understanding brand archetypes not only helps you create a memorable brand persona but also gives you greater insight into your startup’s goals, vision, and purpose.

A brand archetype is a larger theme, concept, or emotion that repeats itself in literature or mythology. The term was coined by psychologist Carl Jung, who identified recurring themes to help audiences understand and connect with a work of art. Author Carol S. Pearson later adapted this concept for business in her book, "The Hero and the Outlaw."

Why Are Brand Archetypes Important?

Humans are wired for stories. Brand archetypes tap into that emotional well, helping businesses create strong, relatable bonds with consumers through storytelling. Your startup’s brand archetype shapes your overall brand personality and potential marketing strategies, building a strong foundation of trust and relatability with your customers.

The 12 Brand Archetypes

Here are the 12 brand archetypes outlined by Carol S. Pearson that can help you create your startup’s brand identity:

1. The Innocent: Cheerful, optimistic, and playful. Brands: McDonald’s, Dove, Coca-Cola.
2. The Everyman: Practical, egalitarian, and community-focused. Brands: Gap, Target, IKEA.
3. The Hero: Overcoming obstacles to deliver a stellar product. Brands: FedEx, Nike, Tesla.
4. The Outlaw: Unconventional thinkers challenging the status quo. Brands: Apple, Harley-Davidson, Uber.
5. The Explorer: Blazing unique trails and predicting trends. Brands: Starbucks, Patagonia, Jeep.
6. The Creator: Developing distinct, original products. Brands: Crayola, Adobe, YouTube.
7. The Ruler: Using influence for the greater good. Brands: Microsoft, Rolex, Mercedes-Benz.
8. The Magician: Realizing a shared vision intuitively. Brands: The Walt Disney Company, Netflix, MasterCard.
9. The Lover: Building and maintaining relationships. Brands: Victoria’s Secret, Hallmark, Godiva.
10. The Caregiver: Altruistic service for others. Brands: Johnson & Johnson, Campbell’s Soup, TOMS.
11. The Jester: Humor and irreverence as marketing cornerstones. Brands: Ben & Jerry’s, Geico, Old Spice.
12. The Sage: Sharing knowledge and insights. Brands: Google, TED, Discovery Channel.

Determining Your Startup’s Brand Archetype

To determine your startup’s archetype, ask yourself:

• What are your core values and mission?
• Which archetypes are prominent in your industry?
• What brands does your target audience resonate with?

It’s acceptable to test and refine strategies until you find the one that works. Sometimes you have to throw everything at the wall and see what sticks. Implement a strategy and clarify your chosen archetype based on feedback.

Things to Avoid

When choosing your brand archetype, avoid:

• Chasing Trends: Trends fade, but your brand’s identity should remain consistent.
• Overcomplicating: Don’t blend too many archetypes together, which can confuse your audience.
• Ignoring Feedback: Audience and stakeholder feedback offer invaluable insights.

Bringing Your Brand Archetype to Life

Here are some tips to bring your brand archetype to life:

1. Translate Your Brand Archetype into Visual Identity: Choose colors, typography, and imagery that fit your business needs. Create a vision or mood board to maintain consistent messaging.
2. Tell Your Startup Story Through Your Archetype: Your archetype can inform your brand narrative and future marketing campaigns. Ask what problem your startup solves and why it matters.
3. Create Brand Experiences Aligned with Your Archetype: Build memorable brand experiences aligned with your identity. Define customer touchpoints that are accessible and aligned with your archetype.
4. Listen, Learn, Refine: Adapt based on feedback from your audience. Understand how to evolve while staying true to your core values.

Building a successful startup takes time, creativity, and consistency. By choosing the right brand archetype, you can create a strong, relatable bond with your audience that stands the test of time.

Ready to bring your brand archetype to life? Partner with Appic Softwares , the best startup software development company, to turn your vision into reality. Whether you need help with branding, app development, or innovative solutions, Appic Softwares has the expertise and creativity to help your startup succeed.

Contact us today to start your journey towards creating a powerful, story-driven brand.