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Branding / Sep 25, 2021

What are the 12 Brand Archetypes?

The Brand Leader

The Brand Leader


What's your type?

Have you ever given a thought to which Jungian Archetype your brand is? It’s a crucial step in the branding process which aids us in the ability to determine a brand’s voice and tone, and also to understand the gaps in the market. Take the quick quiz and let’s get started!

Take the Brand Archetypes Quiz:


The Hero is many brand strategists’ favorite. A type 1 Enneagram (perfectionist) with a penchant to overcome the obstacles in their way, they are popular in the sportswear, outdoor equipment, and emergency utility service industries. They serve others, are committed to achieve, and have a conviction of duty. There are a few sub-archetypes of the Hero: Warrior, Athlete, Rescuer, and Liberator. Read more about the Hero

The Magician archetype leaves you feeling mesmerized and satisfied—or happy and transformed in some way. It can be temporary or long term, but your satisfaction is because of something they did. An Enneagram type 3, they love being the center of attention and having the spotlight on them. They love finding win-win situations with clever ways of getting to the result. There are a few sub-archetypes of the Magician: Alchemist, Scientist, Engineer, and Innovator. Read more about the Magician

Also known as the Rebel Archetype, the Outlaw yearns for liberation from oppression. They’re risk-takers, progressive, and exude bravery in all circumstances—especially in the face of “The Man.” They’re most likely Enneagram 7s, and are free spirits that inspire others to take chances and dream. There are a few sub-archetypes of the Outlaw: Activist, Gambler, Maverick, and Reformer. Read more about the Outlaw

The Ruler: in control and above it all. They crave excellence and know you need someone in power to make the world work, so why not them? (Someone has to be in charge.) With a gift of responsibility and leadership, they closely resemble the Enneagram type 8. They exude confidence, charisma, and leadership traits. There are a few sub-archetypes of the Ruler: Sovereign, Judge, Ambassador, and Patriarch. Read more about the Ruler

The Creator above all else wants to innovate, create, and wow with unique solutions to problems. They resist conformity and don’t follow the masses. Gifted imaginative brands that are likely to be Enneagram type 4s and very emotive.

Creators can sometimes come off the rails due to their desire to be perfect, or have negative emotions or excess rumination. However, they shine with their self-expression through words, images, and objects they create. There are a few sub-archetypes of the Creator: Visionary, Storyteller, Artist, and Entrepreneur. Read more about the Creator

When you think about the Caregiver—also an Enneagram type 2—what comes to mind is a caring, compassionate brand, right? They do things for others while caring for the world and protecting people from harm. Think of brands that make you feel warm, comfortable, and cared for. They’ll help you feel this way through altruism. There are a few sub-archetypes of the Caregiver: Guardian, Samaritan, Healer, and Angel. Read more about the Caregiver

The Lover—or Romantic—thinks that love makes the world turn. They crave intimacy, beauty, passion, and connection. They not only want to be attractive to others, but they desire to help other feel more beautiful and sensual. 

Their superpower is relationships, and they will do what they need to to ensure closeness, connection, and togetherness. They’re an Enneagram type 2 and therefore love doing deeds for others, through love. There are a few sub-archetypes of the Lover: Romantic, Companion, Hedonist, and Matchmaker. Read more about the Lover

What’s not to love about the Jester archetype? They only fear being boring, irrelevant, or that they weren’t invited to the party. Both the Enneagram 7 and the Jester archetype aim to keep things light-hearted and fun. They’re not too serious, and don’t easily get agitated.

Jesters live in the moment and are often the tricksters or pranksters. Allow them room to run wild, and they will — all in the name of creating joy. There are a few sub-archetypes of the Jester: Entertainer, Clown, Provocateur, and Shapeshifter. Read more about the Jester

The Everyman has ambition and gusto, but doesn’t desire to be the leader of the pack or the highest rung on the ladder. The cling to value, and want to be valued. As an Enneagram 9 they go with the flow and don’t rustle feathers—they want to fit in.

Connection is a big part of this archetype’s psyche. Spurred by loneliness, they express themselves through assimilation. There are a few sub-archetypes of the Everyman: Citizen, Advocate, Servant, and Networker. Read more about the Everyman

The Innocent doesn’t want to be responsible for hurting anyone. These brands are carings, kind, virtuous, and faultless. They’re optimistic, and want to provide that optimism to others. Their core desire is to experience paradise, a sort of Shangri-La, where everyone is safe. There are a few sub-archetypes of the Innocent: Child, Dreamer, Idealist, and Muse. Read more about the Innocent

The Sage is about finding and then giving wisdom. They seek out information and they want to understand the process of how things are done. They love teaching and are highly intelligent. You’ll find the Sage in education, media, and news sectors. They are most likely an Enneagram type 5.

They are seekers of knowledge, not experience, and despise ignorance and being duped. In their quest for knowing, they make rational decisions and are prudent with their time and resources. There are a few sub-archetypes of the Sage: Mentor, Detective, Shaman, and Translator. Read more about the Sage

The Explorer is motivated by independence and fulfillment. The crave freedom and nonconformity. Showing bravery and self-sufficiency, they often come off confident and fearless. They're straightforward in their talk and know what they want.

Explorer archetype is motivated by a powerful craving for new experiences. Greatly valuing autonomy, the Explorer has a core desire to be free of the establishment, but not necessarily to challenge it. This archetype is willing to do just about anything to avoid boredom and entrapment, even if it means taking great risks. The Explorer is known to push boundaries and delight in unexpected discoveries, embracing a “no limit” philosophy. There are a few sub-archetypes of the Explorer: Adventurer, Pioneer, Generalist, and Seeker. Read more about the Explorer

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