Looking for archetypes in the wild to inspire your brand

Archetypes are everywhere. Once you start targeting them, it can be hard to stop. From the familiar character type in the movie to the advertisement of your favorite brand, the archetypes are constantly displayed. You may think that they are hard to spot, but they are hidden from view. All you need to do is take the time to focus on the ads or look at the characters more closely.

12 Archetypes

The late Swiss psychiatrist Carl Jung created 12 different archetypes that can be seen in each story. Archetypes are basic concepts, feelings, imaginations and philosophies. Archetypes can help define a brand and help customers build a meaningful relationship with them.

An internal guide built deep into our subconscious mind that controls decision making. Connecting to the archetype helps bring this internal guide to the surface. Of rust 12 archetypes Telling a brand story can help make your brand more immediately accessible and (hopefully) desirable.

Stability and control: Creator, caretaker and ruler

The Creator, the Sustainer, and the Ruler seeks all control and stability.


Brands developed for the art, design, entertainment, fashion and music industries typically use this archetype to connect with their audience. The Creator has a desire to create something valuable, to take a vision and make it a wonderful reality. This is why those in the art and design industry, where self-expression is encouraged, usually help the creator to reach their target audience.

One brand that comes to mind when considering the creator archetype is Instagram. Instagram is an entertainment brand, yes, but it also provides tools and support for users who are interested in creating their own content.


Teacher, Princess Diana, Mother Teresa. These represent the kind of people that come to mind when thinking about caring. The healthcare and hospitality industry, charities and education brands regularly use this archetype.

Subaru does a great job of capturing the caregiver archetype. The Subaru brand shows its care Offers valuable vehicles that keep your family safe. Subaru is trying to talk directly to those who are very concerned about safety, which is why Caregiver is the ideal of his choice.



The ruling archetype prefers to take control by avoiding chaos and taking a leadership role. William Shakespeare’s ruler mastered archeology and used it frequently through characters such as Othello and King Lear.

Brands that offer high-end products like Rolex, including travel agencies, hotels, luxury cars and fashion, often rely on the ruler archetype. When considering ruler archetypes, think of strong brands and offer a rich lifestyle that includes their products. The ruler is a boss, a leader and an impressive role model.

Included and enjoyed: Jester, The Everyman and The Lover

Jester, Everyman and Lover archetypes all strive for enjoyment and belonging.


Anyone who embraces the Jester archetype is all about having fun, being optimistic and looking good in every situation. You only live once, Jester believes. Since we haven’t been here for a long time, Jester believes in making every moment a good time filled with laughter.

Brands in the entertainment, children’s service, alcohol and food industries are leaning towards the gesture archetype. Consider the ads you see for Dominos. This pizza company is constantly trying to enlighten our lives with funny advertisements that simultaneously promote their products. Men’s brands such as Old Spice and Dollar Shave Club also include Jester in their advertising campaigns.

The Everyman

Most people want to remember that they are somewhere. Everyman is the most relevant archetype because this person thinks others are part of a larger group. Brands that provide basic clothing, cleaning supplies and other products for everyday family life benefit from using their Everyman Archetype.

Stores like Target, Old Navy and IKA stand as examples. The Old Navy, for its part, uses advertising with people of all ages and backgrounds dancing together. The point is to show that everyone is part of a tribe and to fit in, and isn’t that what many of us want?


Think of the boyfriend archetype as a hopeless romantic. Cosmetics, fashion, pet supplies and luxury brands all make heavy use of the Lover archetype. The lover wants to connect and communicate on an intimate level. Chocolate brands also use this archetype because they offer a sensual and pleasurable experience.

Chanel not only represents the boyfriend archetype, but so does Marilyn Monroe. When the channel created an ad featuring Marilyn Monroe, they created a double-hammy that effectively nailed Lover’s archetype.

Risk and mastery: hero, alien, and magician

Among the archetypes who want to take risks and master every situation are The Hero, The Outlaw and The Magician.


Clearly, the ongoing fascination of our culture towards superheroes stands as evidence of the hero archetype. The sports personalities and heroes of the armed forces enjoy the same accessibility. Brands in the sports, outdoor and fitness industries typically use the Hero Archtype. Nike is probably the most well-known hero brand, but they are far from alone.

Even Duracell batteries use Hero archetype. Whenever there is an emergency and a flashlight or other life-saving device is required, the customer can rely on Duracell to provide long lasting power that works when you need it.


From Red Bull to MTV, brands often use Outla Archtype to promote fashion, music, alcohol, energy, and extreme sports.

Outl Archtype believes in disruptive change. The goal is to destroy what is clearly not working and to fulfill the desire for revenge and revolution.


Magic is all around us and the magician wants to capture and channel that magic. Brands in the fitness, health, beauty and entertainment industries use The Magician to nurture great, dazzling moments. Energizer Bunny is magical because it just keeps going, somehow denying the expectation of normal battery life.

Guinness is a great example of magician branding using powerful images and a secret product. We are told that there is a deep mystery surrounding the ingredients of this beer. Combined with the brand’s enchanting past, Guinness Magician makes effective use of the archetype.

Freedom and perfection: The Innocent, The Explorer and The Sage

The Innocent, Explorer, and Sage archetypes look for freedom and perfection.


Think of an industry that offers organic and healthy products with brands in the food, beauty and hygiene industries. One brand that stands out when thinking about Innocent Archetype is Toys R Us. Although these toy retailers are no more, their TV jingles are still stuck in our minds. Toys R Us Mascot was an innocent giraffe and his family that took consumers back to their childhood whenever we saw them.


Exploring new experiences and traveling is the archetype of Explorer. Brands in the extreme sports, outdoor, travel and SUV industries offer products using the Explorer archive that frees people from exciting adventures. Explorer explores the world with courage and finds himself enjoying life to the fullest.


Sage Archetype focuses on understanding the world around us. Sages want to discover the truth and use their knowledge to improve the world. Industries such as media, education, literature, science, and engineering provide knowledge and self-awareness, making effective use of the Sage archetype.

For example, both Google and CNN use Sage Archive. The Dalai Lama is a well-known representative of the sage archetype that he wants Provide the deep insights needed to understand our world.

Need some help to jump-start your brand using archetypes? Many branding agencies can help you get started Branding Workshop. This workshop can help you Accurately identify your brand’s archetype and learn how to incorporate it into your brand.

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