The 12 Archetypes

Cassie Sanchez
December 30, 2019

Why are the 12 Archetypes important?

These twelve archetypes help brands figure out how to market to their different demographics. Each of them have different characteristics and personas that can help when trying to make strategies for social media. For example, if a brand’s personality is to be a Jester, they would want to post witty and humorous content on all of their platforms. It is possible for a company to have more than one archetype. For example, let’s take a look at Bankable.

Bankable has two archetypes for each of their demographics. For their small business owner persona, they have an Everyman type. This can be seen on Bankable’s Facebook page. The content that gets posted on there is all tools and resources that any business owner can use. We also try to add a more lighthearted and informal voice to make us more relatable to the everyday business owner.

For their referral partners/ambassadors, they have a Creator type. At Bankable, we want to help as many small businesses in Indiana as we can. We try to do this by meeting with bankers and other people who can send small businesses our way.

It is helpful to take a look at all of the archetypes to help discern where you might be in these twelve different areas. Below are the 12 Archetypes that can help you figure out your own personal brand.

The 12 Brand Archetypes

The Magician: to make dreams come true

If a brand has the magician archetype, it is important that they can solve and go beyond what a consumer needs. This could be by showing innovation and imagination. Some brands that show this off well are Audi, Redbull, and Apple.

The Sage: to help the world gain wisdom and insight

The sage is an archetype that is based on finding the truth. The thirst for knowledge and information is what encompasses this trait. By having knowledge, brands are then able to help people understand how things work. Some other brands are CNN, TEDx, HP, and Harvard.

The Innocent: to be happy

This archetype is all about having strong values and virtues. A company would want to strive to remain good, simple, and moral in this type. Examples of this done well could be Coca-Cola, Dove soap, and Snuggle.

The Outlaw: to break the “rules”

These are brands that are paving the way for change. They want to give a space for their consumers to vent or share their opinions. They also try to have new and revolutionary technology. A few brands that do this well are PayPal, Harley-Davidson, and DIOR.

The Jester: to bring joy to the world

Giving their customers smiles is what the jester archetype does well. These brands want to make consumers feel better after purchase. There are many brands that do this well. A few of them are Old Spice, IKEA, M&M, and Netflix.

The Lover: to inspire love and intimacy

When thinking about how to market to relationships, this is a powerful archetype for that. It is a trait that teaches consumers to appreciate themselves and that they deserve to indulge. This is a more niche archetype and fit companies like Godiva, Nespresso, Ferrari, and L'Oreal.

The Explorer: to discover

These are authentic brands that do not fit into the mainstream. They are independent and seek adventure. A lot of these brands have to do with travel or the great outdoors. The brands that do this the best are Go Pro, Jeep, and Timberland.

The Ruler: to control and create order

This is for the luxury and high-end brands. It is about setting a standard for consumers of what the best is supposed to be by making the world a less chaotic place. Great examples of this done well are Rolex, American Express, Starbucks, and Mercedes.

The Caregiver: to care for and protect others

Relationships and nostalgia are what the caregiver archetype does best. By providing their consumers with security, they are able to build long-standing loyalty. Brands that accomplishes this well are Johnson & Johnson, Campbell's Soup, and Toms.

The Hero: to help improve the world

This is a brand that is not supposed to resemble a consumers day-to-day. This archetype is meant to make consumers feel like they are doing something to improve the world. This is a harder one for brands to pull off, but the ones who do it well are Nike, Tag Heuer, BMW, and Dell.

The Everyman: to belong, or connect with others

This is a brand that fits many different demographics. They work to make consumers feel understood and give them exactly what they want, and that is quality and dependability. Because this archetype reaches such a broad group of people, there are many brands that fit this category like Kit Kat, Visa, Wendys, and GAP.

The Creator: to create meaning and value

If a brand's demographic falls on the creative side, it is important that a brand portrays how it can help those individuals. It is about being visionary and authentic. It is taking new ideas and making them actuality. This is why Crayola, Lego, Canon, and Swatch thrive in this archetype.

To have further clarification on what brand archetype your business might be, here is a great quiz that can get the ball rolling. These archetypes are helpful when trying to plan out marketing goals and strategies for the new year. If you need any assistance in planning or executing your strategies, email us at!  

Written by: Cassie Sanchez

Bankable is a nonprofit organization that is focused on the economic development of Indiana communities through the creation, growth, and sustainability of jobs through small businesses. This is done by equipping under-served small businesses with capital solutions, business development resources, and meaningful mentorship so they can become bankable. Started in 2010, Bankable is a certified SBA microlender, SBA Community Advantage Lender, and a CDFI.