Free guide

The 12 brand archetypes

An archetype gives your brand a recognizable personality. Take the short test to see which archetypes fit you best, then explore all twelve below.

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All 12 archetypes

The Creator

If you can imagine it, you can make it.

Drive: Create something of lasting value.
Fear: Mediocrity.
Tone of voice: Creative, visionary, expressive.
Example brands: Lego · Adobe · Apple

The Ruler

Leadership, control and quality.

Drive: Create order and prosperity.
Fear: Chaos and losing control.
Tone of voice: Authoritative, premium, confident.
Example brands: Mercedes · Rolex · Microsoft

The Caregiver

Take good care of those around you.

Drive: Help and protect others.
Fear: Selfishness, letting people down.
Tone of voice: Warm, protective, reassuring.
Example brands: Volvo · Johnson & Johnson · Dove

The Innocent

Life is good, keep it simple.

Drive: Happiness and simplicity.
Fear: Doing wrong, being punished.
Tone of voice: Optimistic, honest, pure.
Example brands: Dove · Coca-Cola · Innocent

The Sage

The truth will set you free.

Drive: Knowledge, insight and truth.
Fear: Deception and ignorance.
Tone of voice: Expert, clear, considered.
Example brands: Google · BBC · TED

The Explorer

Hit the road, find adventure!

Drive: Freedom and new experiences.
Fear: Being trapped, having to conform.
Tone of voice: Adventurous, authentic, free.
Example brands: The North Face · Jeep · Patagonia

The Outlaw

Rules are made to be broken.

Drive: Change and liberation.
Fear: Powerlessness, being trivial.
Tone of voice: Raw, provocative, honest.
Example brands: Harley-Davidson · Diesel · Liquid Death

The Magician

It can really happen.

Drive: Transformation, making dreams real.
Fear: Unintended, negative consequences.
Tone of voice: Inspiring, imaginative.
Example brands: Disney · Apple · Tesla

The Hero

Where there's a will, there's a way.

Drive: Mastery, courage and winning.
Fear: Weakness and failure.
Tone of voice: Bold, motivating, decisive.
Example brands: Nike · Red Bull · FedEx

The Lover

Passion, beauty and connection.

Drive: Intimacy and pleasure.
Fear: Being alone or unwanted.
Tone of voice: Sensory, warm, alluring.
Example brands: Magnum · Chanel · Häagen-Dazs

The Jester

Make life a party.

Drive: Fun and lightness.
Fear: Boredom, being a bore.
Tone of voice: Playful, cheeky, upbeat.
Example brands: M&M's · Fanta · Old Spice

The Everyman

Down to earth, honest, for everyone.

Drive: Belonging and connecting.
Fear: Standing out, being left out.
Tone of voice: Grounded, approachable, real.
Example brands: IKEA · Volkswagen · HEMA

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