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.

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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