Brand Archetypes: The Ultimate Guide to Building Brands

Ruler brands are often associated with strength or power. They evoke feelings of authority, confidence, and leadership.
Outlaw brands are often associated with danger or chaos. They evoke feelings of excitement, unpredictability, and freedom.


Innocent brands are often associated with childhood or nostalgia. They evoke feelings of warmth, happiness, and safety.
Some examples of ruler brand archetypes include:
Magician brands are often associated with creativity or artistry. They evoke feelings of possibility, opportunity, and imagination.

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What are brand archetypes?

They are also associated with new beginnings or fresh starts as they evoke feelings of hope, inspiration, and possibility.
Some examples of sage brand archetypes include:
This brand archetype is often used in advertising targeting adults or anyone who wants to feel informed and educated. The sage brand is typically associated with blue, grey, and white colours.

1 – The Innocent Brand Archetype

Innocent Brand Archetypes

Psychologist Carl Jung first identified 12 brand archetypes. These archetypes represent how people see themselves in the world. When you understand the brand archetype of your audience, you can better connect with them and create a brand that they can relate to.


The outlaw brand archetype is rebellious, edgy, and non-conformist. This brand archetype represents independence, defiance, and authenticity. The outlaw brand is all about being true to yourself and your values.
Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be sincere and authentic to connect with your audience on an emotional level.
  2. Use images and stories that depict hope and possibilities.
  3. Focus on making your brand name synonymous with positivity and innocence.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be credible and trustworthy to connect with your audience on an intellectual level.
  2. Use images and stories that depict knowledge and understanding.
  3. Focus on making your brand name synonymous with wisdom and insight.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be brave and bold to connect with your audience on a physical level.
  2. Use images and stories that depict exploration and discovery.
  3. Focus on making your brand name synonymous with adventure and excitement.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be authentic and unafraid to connect with your audience on a primal level.
  2. Use images and stories that depict defiance and independence.
  3. Focus on making your brand name synonymous with rebellion and edginess.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be imaginative and creative to connect with your audience on a spiritual level.
  2. Use images and stories that depict transformation and possibility.
  3. Focus on making your brand name synonymous with magic and wonder.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be brave and determined to connect with your audience on an emotional level.
  2. Use images and stories that depict courage and strength.
  3. Focus on making your brand name synonymous with heroism and bravery.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be romantic and sensual to connect with your audience on an emotional level.
  2. Use images and stories that depict love and beauty.
  3. Focus on making your brand name synonymous with love and relationships.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be playful and fun-loving to connect with your audience on a light-hearted level.
  2. Use images and stories that depict joy and humour.
  3. Focus on making your brand name synonymous with fun and Entertainment.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be honest and down-to-earth to connect with your audience on a fundamental level.
  2. Use images and stories that depict ordinariness and approachability.
  3. Focus on making your brand name synonymous with simplicity and honesty.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be compassionate and nurturing to connect with your audience on a caring level.
  2. Use images and stories that depict care, protection, and altruism.
  3. Focus on making your brand name synonymous with helping others and making a difference.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be assertive and ambitious to connect with your audience on a commanding level.
  2. Use images and stories that depict control, status, and prestige.
  3. Focus on making your brand name synonymous with power and success.

Lover brands are often associated with romance or passion. They evoke feelings of love, desire, and appreciation.

  1. Be innovative and original to connect with your audience on a creative level.
  2. Use images and stories that depict self-expression, artistry, and uniqueness.
  3. Focus on making your brand name synonymous with creativity and innovation.

Some examples of lover brand archetypes include:
Use visuals: In addition to telling stories, it’s also important to use visuals that reflect your brand archetype. The images and videos you use in your marketing should support the brand personality you’re trying to create.

  • Crayola
  • Lego
  • Pinterest
  • Pixar
  • Youtube

How to Use Brand Archetypes to Build Your Brand

The ruler brand archetype is powerful, ambitious, and authoritative. This brand archetype represents control, status, and prestige. The ruler brand is all about being in charge and achieving success.
When using this brand archetype:


When using this brand archetype:
Similarly, they can be associated with progress or making a difference as they evoke feelings of empowerment, motivation, and inspiration.
Brand archetypes are potent tools that you can use to build strong and successful brands. By understanding the different archetypes, you can create a brand that resonates with your audience and allows you to connect with them more profoundly.
This brand archetype is often used in advertising targeting anyone who wants to feel happy, amused, or entertained. The jester brand is typically associated with colours like yellow, orange, and green.
When it comes to brand building, there is no one-size-fits-all answer. What works for one company might not work for another. However, a tool can help you create a brand that resonates with your audience and helps you achieve your business goals: brand archetypes.

When using this brand archetype:
Tell a story: One of the best ways to connect with your target audience is to tell them a story. Stories are a powerful way to engage people emotionally, and they can be an excellent tool for helping people understand your brand.

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