Supercharge Your Brand. Tap Into the Magic of Archetypes

Raluca Elena Rogoz
5 min readJan 31, 2023


When it comes to creating a brand that truly resonates with its customers, archetypes are like magic wands! These fascinating concepts can help us tap into the essence of a brand’s personality and connect with our audience in a way that feels authentic and meaningful. But you may be wondering, what exactly are archetypes and how can we put them to use in our branding efforts?

Follow through and discover how these powerful tools can take your brand to the next level!

Archetypes Unveiled

The general concept of archetypes can be traced back to Carl Jung, in the early 20th century. Basically, he believed that these universal symbols live deep in the minds of all people and can show up in all sorts of ways — like in the characters of myths, legends, and stories. And the great thing is, these archetypes aren’t just limited to one culture or another. They’re everywhere and in everything!

For example, the Hero archetype can be found in many different stories and myths across various cultures — think Hercules and Perseus in Greek mythology, Thor and Odin in Norse mythology, and Harry Potter and Katniss Everdeen in contemporary literature. All of these figures possess common characteristics such as bravery, courage, and a desire to protect others.

“Forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of the unconscious.”

C. G. Jung, Psychology and Religion

There are 12 archetypes that are commonly recognized in branding and storytelling: The Innocent, The Everyman, The Hero, The Outlaw, The Explorer, The Creator, The Ruler, The Magician, The Lover, The Caregiver, The Jester, and The Sage. Every single one of them has their own characteristics, abilities, and pain points. (Stay close! I delve into each and every one of them in future articles).

Archetypes: The Essence of Purpose — Driven Brands

As brands mature and progress, it’s essential for them to connect with their community in an authentic and meaningful way. Customers want to know that the companies they support are ethical and sustainable, and employees want to feel like they’re making a difference. Brands should aim to have a positive impact, too!

That’s where archetypes come in! They’re like an ace up your sleeve for creating genuine, human connections in business. They help brands stand out, build loyalty, and thrive in the long-term.

Branding archetypes are like a cool outfit for your brand — they give it a standout personality that everyone can recognize and relate to! They help you connect with your audience on an emotional level, making them more likely to feel a real connection to your brand.

And not only that, but archetypes also help you keep your message consistent across all platforms. By using archetypes to define your brand’s personality, you can make sure that your message stays true no matter where it’s being shared. So, it’s more likely to resonate with your customers.

Apple is a shining example of embodying a specific archetype in their communication. They are the ultimate “Innovator” archetype, constantly pushing boundaries and setting new standards in the tech industry. From sleek and minimalist product design to their forward-thinking advertising campaigns, Apple consistently presents itself as a trailblazer in the eyes of consumers. By aligning with the Innovator archetype, Apple is able to connect with customers on a deeper level and solidify their position as a leader in their industry. It’s no wonder why their loyal fan base is constantly on the lookout for the next big thing from the tech giant. So, next time you see an Apple ad or product, take a moment to appreciate the masterful way they embody the Innovator archetype in their branding.

Branding archetypes are like a cool outfit for your brand. They give it a standout personality that everyone can recognise and relate to!

Customers and Brands: Empowering the Emotional Bond

When it comes to making a purchase, customers just can’t resist a good story. They crave that emotional connection with a brand that makes them feel like they’re part of something bigger. And when brands tap into those emotions, they can expect to see an increase in loyalty and sales.

Take Nike for instance, they embody the Hero archetype and inspire customers to push themselves to be their best. With their iconic slogan Just Do It they’re not just selling shoes, they’re selling an attitude of overcoming obstacles and achieving greatness. It’s no wonder that this archetype resonates so well with their target audience of athletes and fitness enthusiasts. It creates a sense of empowerment and motivation that keeps customers coming back for more.

By designing your brand personality around an archetype, you’re guaranteed to make a strong connection with your audience. Enhancing your unique traits and values, you can tap into the power of empathy and create a brand that truly resonates with our customers.

Unlock Your Brand’s Archetype

Are you ready to infuse your brand with some extra flair and character? By understanding your audience (check here The Recipe for a Powerful Dream Client Profile) and choosing an archetype that aligns with their values and personality, you can create a legacy brand that truly resonates with them.

Here’s how to effectively use archetypes:

● Get to know your target audience: Dive into their demographics, values, and interests to determine which archetype would be the perfect fit for them.

● Pick the perfect archetype for your brand: Align your brand’s values, personality, and target audience’s values to choose the archetype that best represents you.

● Stick to it: Consistency is key! Once you’ve chosen an archetype, make sure to use it across all branding and marketing efforts, from advertising to customer service. This will create a strong and consistent brand image.

● Tap into emotions: Archetypes evoke certain emotions in consumers, so make sure to use this to your advantage. For example, if your brand is the Jester archetype, tell fun, playful stories and use imagery that evokes a lighthearted attitude.

● Use it as a guide: Remember, archetypes should be used as a guide, not a rule. Don’t limit yourself but use it as a tool to help create a strong and consistent brand image.

By following these steps, you’ll be able to create a brand personality that truly resonates with your target audience and sets you apart from the competition. So go forth and give your brand a personality boost!

Concluding Thoughts

These timeless symbols and patterns of behavior can help you create a cohesive narrative, choose the perfect imagery, and craft messaging that speaks to your target audience on a deeper level. And the best part? These archetypes are universal, meaning they’re like a secret language that everyone can understand.

Think about it: from the hero in a movie to the wise old mentor in a book, archetypes are the building blocks of powerful storytelling. And when it comes to branding, it’s no different.

So go ahead, use this ancient wisdom to craft a brand that truly shines!

For those seeking to delve deeper into the world of Brand Archetypes, I just launched a comprehensive course on, providing in-depth insight and practical guidance. See you on the forum.



Raluca Elena Rogoz

I write about branding, purpose, passion driven businesses, authenticity, sharing your true gifts with others. Brand Architect, Creative Advisor, Events Curator