Archetype Analyzer: Find Your Brand Identity


Your customers would say that you were:

What tone best fits your brand?

What might cause your business to fail?

Which is these do you believe to be most true about the world?

Which of these would be the worst thing for your brand?

Which character best represents your brand?

What is your motivation to keep going?

How does your brand, product or service help people?

What inspired you to start your business?

If you look ahead 5-10 years, how would you define your success?

What is your organization’s greatest strength?

Which of these statements best describes what sets you apart from the competition?

Archetype Analyzer: Find Your Brand Identity
The Regular Guy

A graphic of The Regular Guy brand identity

The Regular Guy Archetype is down-to-earth. They’ve worked hard to develop authentic solid virtues. They value everyday functionality. They’re honest, dependable straight shooters. Their people-first attitude sets an expectation that they are on the same level as their customer. These brands treat everyone as equals through empathy and humility. IKEA, Gap, and Walmart are all brands that utilize The Regular Guy archetype in their branding.
The Rebel

A graphic of The Rebel brand identity

The rebel brand archetype excels in crafting genuinely radical ideas, services, and products. Some rebel brands are viewed as revolutionary, and they need to be cautious about not appearing overly reckless and constantly stirring things up. Their objective is to challenge and overturn what isn't working, driven by a fear of feeling powerless. Tesla, AirBNB, and Uber are all brands that use this archetype. These brands disrupted the automotive, hospitality, and transportation industries.
The Explorer

A graphic of The Explorer brand identity

The Explorer brand archetype has an insatiable desire for adventure and seeks to personally discover the world. Independent, ambitious, and spiritual, Explorers, on the downside, might exhibit restlessness, aimlessness, and occasional flakiness. However, their exploration path paves the way for a more authentic and fulfilling life. The fear that haunts them is the prospect of feeling trapped and being compelled to conform. Patagonia and North Face both align with this archetype. They are known for their outdoor and adventure-oriented products, catering to individuals who seek exploration, challenge, and a connection with nature. If you personally identify as the Explorer archetype but prefer a different branding approach for your business, you might consider embracing the Creator archetype. The Creator, like the Explorer, values independence and a desire for authenticity. By aligning your business with the Creator archetype, you can emphasize innovation, originality, and the joy of bringing unique ideas to life. This archetype often resonates well in the realms of marketing, design, and technology, fostering a creative and visionary brand image.
The Creator

A graphic of The Creator brand identity

The Creator brand archetype is a visionary, non-conformist, and authentic individual. Driven by a desire to create something meaningful and unique, Creators thrive on new ideas and bringing them to life. The process and outcome of crafting something entirely new bring them profound satisfaction, making them a natural fit for many marketing, design, and technology brands. Their goal is to manifest a vision and retain artistic control, with a fear of settling for a mediocre execution. Apple is an example of a company that aligns with the Creator brand archetype. The company has emphasized creating products that are not only functional but also possess a unique and artistic quality.
The Ruler

A graphic of The Ruler brand identity

The Ruler brand archetype embodies formidable power and authority. Ruler brands command attention with their authoritative voice and assert their dominance as the foremost leaders in their domain. They epitomize figures of authority like headteachers, monarchs, bosses, and presidents, exuding an aura of wealth and accomplishment. Perceived as 'masculine', rulers present themselves as strong, polished, and reliable to their audience. One example of a brand that embodies the Ruler archetype is Rolex. Renowned for its luxury timepieces, Rolex exudes an aura of authority and control in the watchmaking industry. With its long-standing reputation for precision, craftsmanship, and status, Rolex positions itself as the undisputed leader, much like a monarch in the realm of watches. Its iconic crown logo further reinforces its position as a symbol of power and success. If you personally identify with the Ruler archetype but find that it doesn't align well with your business, a good alternative could be the Sage archetype. The Sage archetype values wisdom, knowledge, and expertise. It seeks to educate, enlighten, and guide others. As a Sage, you could position yourself as an authority in your field by sharing valuable insights, offering mentorship, and providing solutions based on your deep understanding and expertise. This archetype allows you to maintain your sense of authority and leadership while focusing more on sharing knowledge and empowering others, which might better suit your business goals and values.
The Magician

A graphic of The Magician brand identity

The Magician archetype seeks to comprehend the universe and its place within it, yet harbors a fear of unforeseen negative repercussions stemming from their exploration. Brands embodying the Magician archetype present themselves as conduits to transformative experiences, prioritizing individual over collective needs. They often employ flattery and encourage customers to trust their instincts, fostering a sense of empowerment and self-discovery. One example of a brand that embodies the Magician archetype is Apple Inc. Apple presents itself as a visionary company that transforms technology and enhances people's lives through innovation. Their products, such as the iPhone, iPad, and MacBook, are often seen as cutting-edge and revolutionary, offering users transformative experiences. Apple's marketing campaigns emphasize the idea of thinking differently, encouraging individuals to unleash their creativity and unlock their potential with their products. Additionally, Apple's sleek and minimalist design aesthetic adds to the allure of their brand, creating a sense of wonder and magic around their products and services. If the Magician archetype doesn't feel like the right fit for your business, the Creator archetype could be an excellent alternative. The Creator is characterized by innovation, originality, and the ability to bring ideas to life. They thrive on expressing their creativity and making a unique mark on the world.
The Lover

A graphic of The Lover brand identity

The Lover archetype revolves around cultivating connections and stirring emotions. Acknowledging that humans thrive on meaningful relationships, they aspire to make individuals feel cherished and fulfilled. They perceive life through the lens of affection, recognizing love as an integral part of the human experience. Lover brands delight in celebrating the sensual pleasures of existence, nurturing closeness and happiness among their audience. A brand that embodies the Lover archetype is Victoria's Secret. Known for its lingerie and beauty products, Victoria's Secret taps into the essence of love and romance. Through its marketing campaigns and product offerings, the brand seeks to evoke feelings of desire, intimacy, and sensuality. By celebrating the physical and emotional aspects of human connection, Victoria's Secret creates a narrative of allure and passion, appealing to individuals who seek to indulge in the pleasures of love and self-expression. If you personally identify with the Lover archetype but find it doesn't align well with your business, a good alternative could be the Everyman archetype. The Everyman archetype represents relatability, simplicity, and down-to-earth values. It emphasizes inclusivity and authenticity, resonating with a broad audience by focusing on universal experiences and common struggles. As an Everyman, you could position yourself as a relatable and approachable figure, emphasizing the human aspect of your business and connecting with people on a personal level. This archetype allows you to maintain a sense of warmth and empathy while appealing to a wider range of customers who may not necessarily resonate with the themes of love and romance.
The Caregiver

A graphic of The Caregiver brand identity

The Caregiver archetype is motivated by a deep-seated desire to safeguard and nurture others. They provide protection, safety, and unwavering support to their clientele. Their innate nurturing instinct guides their actions, ensuring the well-being of those they serve. The ultimate fear for them is the possibility of their products being perceived as harmful or exploitative, as they prioritize the welfare and trust of their customers above all else. A brand that embodies the Caregiver archetype is Johnson & Johnson. Known for its range of healthcare and personal care products, Johnson & Johnson exemplifies the qualities of protection, safety, and nurturing. Through its emphasis on family values and commitment to the well-being of consumers, the brand has established itself as a trusted guardian of health and happiness. From baby products to medical supplies, Johnson & Johnson's offerings are designed to provide comfort, care, and reassurance to individuals and families worldwide. If you personally identify with the Caregiver archetype but find it doesn't align well with your business, a good alternative could be the Sage. The Sage archetype values wisdom, knowledge, and expertise. It seeks to educate, enlighten, and guide others. As a Sage, you could position yourself as an authority in your field by sharing valuable insights, offering mentorship, and providing solutions based on your deep understanding and expertise. This archetype allows you to maintain your sense of care and support for others while focusing more on sharing knowledge and empowering others through education and guidance.
The Jester

A graphic of The Jester brand identity

The Jester archetype thrives on living in the moment and finding joy in every experience. Boredom is their greatest fear, driving them to seek excitement and spontaneity in all they do. A Jester brand archetype exudes a playful and unconventional demeanor, often delighting in teasing their audience with outlandish and humorous antics. Their communication style is characterized by wit and irreverence, creating an atmosphere of lightheartedness and fun. Skittles embodies the Jester archetype in its marketing. Their campaigns feature surreal humor and whimsical scenarios, aiming to entertain and surprise consumers. With their "Taste the Rainbow" campaign, Skittles highlights the playful nature of the candy, emphasizing joy and excitement in the consumer experience. Through their irreverent approach, Skittles has carved out a unique identity in the confectionery market. If the Jester archetype doesn't feel like the right fit for your business, the Magician archetype could be an intriguing alternative. The Magician archetype is characterized by its ability to transform and inspire. Magicians are visionaries, capable of seeing possibilities beyond the ordinary and turning them into reality. They possess a deep understanding of the mysteries of life and use their knowledge to empower others.
The Sage

A graphic of The Sage brand identity

The Sage archetype is driven by a quest for truth and a desire to uncover wisdom and goodness in all aspects of life. Brands embodying the Sage archetype promise to impart knowledge and promote learning, often employing sophisticated language or symbolic imagery to convey their message effectively. They serve as teachers and guides, aiming to inspire enlightenment and personal growth in their audience. An example of a brand embodying the Sage archetype is National Geographic. Known for its exploration and education, National Geographic inspires curiosity and understanding through its photography and storytelling, fostering a deeper connection with the world. If you identify as the Sage archetype but it doesn't fit your business, consider the Everyman archetype. It values relatability and authenticity, appealing to a broader audience by focusing on shared experiences and everyday struggles.
The Innocent

A graphic of The Innocent brand identity

The Innocent brand archetype aims to do the right thing. They are wholesome, pure, forgiving, trusting, honest, and optimistic. They fear coming across as unhappy, doing things incorrectly and being punished for it. They success is due in large part by ignoring the barriers that might’ve stopped others. Ignorance is bliss with the Innocent Archetype. Dove is a great example of a brand that utilizes this archetype in their marketing. If you personally identify with the Innocent archetype, but find that it’s a little too aloof as a brand identity, you may want to look into The Hero. The Hero may give you the structure and results you’re looking for.
The Hero

A graphic of The Hero brand identity

The Hero Archetype represents brands that rock at consistently getting good results. They're all about reaching goals and going all-in to make things happen. It's because they're really good at what they do and they've got the courage to match. Interestingly, Heroes might seem a bit like Rulers because they share some traits like valuing power and confidence. But Heroes are more about being brave than being in control. They're the winners, the doers who effectively tackle their mission to make the world better. They succeed when everyone wins. Nike is a great example of a brand that utilizes The Hero archetype.

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