Choosing a brand archetype: how to find your image among 12 classic roles

A brand archetype is a way to quickly and clearly communicate the internal character and values of your company to the audience. The right archetype becomes a solid foundation for all communications. In this article, we’ll look at the essence of archetypes in branding, analyze 12 classic roles in detail, and show you how to choose the image that best resonates with your target audience.

What is a brand archetype and its role in marketing?

The concept of archetypes has deep roots in psychology: Carl Jung described them as universal symbolic images that live in the collective unconscious. In branding, archetypes work as cognitive «anchors» that help people intuitively recognize the essence of a company and choose it among many alternatives.

In the context of marketing, an archetype helps:

1. Create an unambiguous associative connection.
2. Build loyalty and create trust.
3. Optimize communication with potential customers.

It is through archetypes that many purchase decisions are made on an emotional level. People intuitively look for products and services that reflect their inner desires and values.

12 classic archetypes

All archetypes can be grouped into 4 areas.

Below are the detailed characteristics of each.

Innocent

The Innocent archetype embodies purity, sincerity and friendliness. Brands that choose this image strive to create an atmosphere of trust and carefreeness, appealing to the consumer’s desire for simplicity and naturalness. In their communication, they use an open, transparent tone of voice, avoiding complex terms and aggressive calls to action. Visually, this is realized through light pastel palettes, minimalist design, and «airy» space in layouts.

Some of the best examples of the «Innocent» brand archetype are:

• Dove – as part of the Real Beauty campaign, the brand emphasizes naturalness, self-acceptance and sincerity of images.
• Coca-Cola – the Open Happiness platform appeals to the simple joys of life, childhood memories and a sense of unity.
• Innocent Drinks – the brand name itself refers to an archetype; the content of the products and packaging design emphasize freshness and environmental friendliness.
• VERA Naturals – cosmetics based on organic oils without synthetic additives, with laconic light branding.
• Roshen (a sub-brand for children) – cheerful bright colors and images that are associated with simple joys and carefree spirit.

Explorer

The Explorer archetype emphasizes the desire for discovery and personal freedom. Explorer brands encourage the audience to go beyond the usual, to feel the drive of new experiences and not to stop there. The tone of voice is dominated by motivating messages such as «Explore the world around you», and the visuals are dominated by wide landscapes, natural colors, and dynamic angles.

The messages of the Explorer are often structured as short narratives about travel, extreme challenges, or self-discovery through activity. Such brands focus on the quality and reliability of equipment, emphasize technological innovations that help in adventures.

Global and Ukrainian examples:

• The North Face is a leader in the production of equipment for outdoor activities and extreme conditions, introducing the audience to the stories of climbers and travelers.
• Jeep is an icon of off-road vehicles that positions itself as a «drive for true explorers» and often engages in test drives in difficult landscapes.
• National Geographic is a media brand that fosters a thirst for knowledge in its audience through articles and filming in remote corners of the planet.
• Decathlon Ukraine is an international network of sporting goods that inspires people to try new activities and provides a wide range of products for beginners and pros.
• GO CAMP is an organizer of camping tours and adventure camps in the Carpathians, telling stories about rafting, hiking and outdoor training.

Sage

The Sage archetype focuses on sharing knowledge, in-depth analysis, and enlightening the audience. Sage brands strive to be an authority in their field, explain complex phenomena in simple terms and provide tools for making informed decisions. The tone of voice is dominated by phrases such as «Let’s get to the bottom of it» or «We provide facts, not promises». Visually, this is embodied through restrained colors, clear typography, and infographics, which makes it easier to perceive a large amount of information.

The communication of a wise brand is built around evidence: research, articles, case studies, webinars, and long analytical reviews. The main task is to help the audience find answers to complex questions and lay the foundation for further development.

Some interesting examples:

• Google – in addition to the search platform, Google actively shares the results of research in the field of artificial intelligence, publishes technical blogs and analytical reports.
• BBC is an international broadcaster known for in-depth investigative journalism, long-term reports, and publications with expert commentary.
• MIT Technology Review is a publication of the Massachusetts Institute of Technology that covers innovations and makes predictions based on scientific data.
• Prometheus is the largest educational platform in Ukraine that offers free courses in various disciplines with the involvement of leading teachers and practitioners.
• Liga.net is an analytical and news portal that publishes detailed business reviews, interviews with experts, and in-depth articles on economics and politics.

Hero

The Hero archetype inspires the audience to take action and overcome obstacles. Such brands are perceived as strong and courageous, motivating to improve themselves and the world around them. The tone of voice is dominated by appeals such as «Get up and change the world» or «Overcome the impossible». Visually, this brand archetype prefers rich colors (red, navy blue), dynamic angles, and rhythmic editing in the video, which creates a sense of tension and drive.

The communication of the Hero brand is based on stories of real challenges and victories, both at the level of individuals and companies. The cases of ambassadors and customers who have achieved significant results with the support of a product or service are often used.

Global examples:

• Nike – ongoing motivational campaigns «Just Do It» with strong images of athletes, calls for self-improvement and overcoming their own barriers.
• Adidas – a series of videos and social media campaigns where the brand emphasizes the strength of spirit and team spirit in sports achievements.
• Under Armour – uses athletes’ success stories to show that the right equipment helps to overcome any challenges.

Ukrainian examples:

• X-Fit is a network of fitness clubs that motivates clients to go beyond their limits through a series of workouts with professional trainers.
• Ajax Systems is a manufacturer of innovative wireless security systems that demonstrates how technology helps to «defeat» everyday threats and protect homes.
• Rozetka (in the context of its own appliance brand) – advertising campaigns that emphasize the reliability of products and help customers achieve their goals.

Outlaw

The Rebel archetype is a challenge to established rules and traditions. Rebel brands create an atmosphere of protest against the «system», urging consumers to go beyond comfort and break stereotypes. The tone of voice is dominated by provocative slogans: «Do it your way» or «Break the rules; sometimes with a touch of irony or sarcasm. Visually, they use contrasting combinations (black and red), a play of harsh fonts and aggressive graphic elements.

Rebel appeals to the desire for individuality and freedom. The messages of these brands often take the form of «anti-advertising»: they deliberately break expectations, use provocative content, or demonstrate anti-corporate messages.

Prominent examples are:

• Harley-Davidson is an iconic motorcycle manufacturer that appeals to the spirit of freedom and independence, often playing on the image of the «road without borders».
• Diesel is an Italian clothing brand known for its outrageous advertising campaigns and the slogan «For Successful Living», which emphasizes the rejection of the dullness of everyday life.
• Virgin is a conglomerate that started with records and aviation, using the image of a revolutionary in every field, from music to space travel.
• Monobank is a neo-bank that boldly pokes fun at traditional banks, causes unrest in the official industry, and calls for «forgetting the old rules».
• Pravda Beer is a craft beer producer that positions its varieties as a «rebellion of taste» and uses bright labels and provocative names.

Magician

The Magician archetype promises transformation and «magical» changes, transforming reality into something better and more unusual. Brands with this archetype are guides to the world of innovation and discovery, inspiring consumers to believe in the possibility of a miracle through technology, creativity, or a deep understanding of processes. The voice of the «Magician» trend often includes phrases such as «Create your own miracle» or «Surpass your expectations». Visually, it is embodied through light and shadow effects, exquisite animations, metamorphosis symbols (spirals, stardust), product or logo animation that is «born out of the sand.»

Magicians’ communication is based on stories about science, innovation, or creative prerequisites that allow us to change the world around us. These can be cases of technological breakthroughs, artistic collaborations, or interactive product demonstrations. The main task is to make the consumer feel as if they are participating in something extraordinary.

Representatives of the archetype are:

• Disney is a master of creating magical worlds: from animation to theme parks, the brand promises incredible emotions and impressions that go beyond reality.
• Apple – with its innovations in design and technology, the company demonstrates how technology can become a «magic wand» in everyday life.
• Tesla – electric cars and energy solutions that change the way we think about mobility and the environment.
• MacPaw is a software developer (CleanMyMac, Setapp) that creates «magic» tools to optimize computer performance with one click.
• Reface is an artificial intelligence-based application that instantly superimposes your face on various videos and GIFs, creating a «magical» metamorphosis effect.

Everyman

The Everyman archetype represents the desire for equality, simplicity, and sincerity. Brands with the Everyman archetype strive to be «their own» for each client, speak a clear language and do not put themselves above the consumer. The brand’s voice is dominated by friendly, casual appeals – without jargon and excessive formality. Visually, this is expressed through warm neutral colors, simple shapes, and photographs of ordinary everyday situations.

Communication is focused on everyday needs: price, service, convenience. They often integrate elements of humor into the content, but without excessive hyperbole. They show real people in ordinary circumstances, emphasizing that their product or service makes life easier and more accessible.

Some examples:

• IKEA – offers affordable furniture and home accessories with simple DIY installation, demonstrates solutions for everyday comfort.
• eBay is a marketplace that positions itself as a «marketplace for everyone»: you can find and sell anything here, without complications and unnecessary formalities.
• ATБ Market is a national supermarket chain that relies on a wide range of products at affordable prices and a simple online ordering interface.
• Nova Post is a delivery service that positions itself as «one of a kind»: clear tariffs, a large network of branches and accessible service for each client.

Lover

The Lover archetype focuses on emotions, beauty, and intimacy. Brands promise to enjoy contact with the product, create an atmosphere of sensuality and aesthetic pleasure. The tone of voice is dominated by warm, emotionally colored appeals: «Feel every touch», «Fall in love at first sight». Visually, the arsenal of «Lover» consists of rich red, pink and burgundy tones, smooth lines and elegant fonts, as well as shots that evoke associations with romance: close-ups, gentle light, textures of silk and flowers.

The communication of the Lover brand archetype is based on stories about relationships and feelings: commercials often feature a couple in love, emotional slogans are accompanied by pleasant sensations of taste, aroma, or tactile images. These brands skillfully appeal to the consumer’s desire to feel welcome and special.

World famous representatives:

• Chanel is a legendary fashion house that creates luxury fragrances and accessories, appealing to sophistication and passion.
• Starbucks – emphasizes the pleasure of the coffee ritual: cozy interiors, individual approach and warm atmosphere.
• Victoria’s Secret – a leader in the segment of seductive lingerie, builds communication around the idea of flirting and attractiveness.

Ukrainian examples:

• LF Cosmetics is a chain of cosmetics and perfumery stores that creates an atmosphere of style and emotional comfort, focusing on the individual selection of beauty products.
• OneLove Espresso is a coffee shop with a romantic interior and signature drinks that promotes the idea of «coffee as a small holiday for two».

Jester

The Joker archetype creates an atmosphere of celebration, lightness, and fun. Brands with the Joker archetype strive to entertain the audience, make them smile, and provide an emotional break from everyday worries. The brand’s voice is characterized by humorous references, jokes, and sometimes self-irony – all of which are presented in a friendly, relaxed mood. The brand’s visuals use bright colors (yellow, orange, turquoise), dynamic graphics, bold fonts, and pop culture elements (memes, GIFs).

Jokers often use interactive formats in their communications, such as polls with humorous questions, contests with funny prizes, and short humorous videos.

Global examples:

• M&M’s – heroic characters flirted with various comic situations, maintaining a fine line between humor and the attractiveness of sweets.
• Old Spice – a series of absurd, outrageous comic commercials that went viral and dramatically changed the perception of the brand.
• Skittles – play on words and bright color schemes in all communications; campaigns are based on unexpected plots with elements of surrealism.

Ukrainian examples:

• Zagorka Beer Ukraine – localized humorous videos and digital activities that appeal to Ukrainian sarcasm and meme culture.
• Nemiroff – public campaigns with humorous ads and interactive contests on social media that create a festive atmosphere.

Caregiver

The Caregiver archetype appeals to the desire to care, support, and protect. Such brands demonstrate empathy, care for customers and the world around them, and their main message is: «We are here for you, we will take care of you». The tone of communication is soft, friendly and inspiring. Warm colors (e.g., cream, blue, olive), cozy aesthetics, and sincere images of people are usually used visually.

Communication in the style of «Caregiver» often includes stories of real people, social initiatives, references to sustainability, charity or support in difficult life situations. The main goal is to inspire trust and demonstrate that the brand really cares about the customer, their loved ones, and their well-being.

Examples worthy of attention:

• Johnson’s Baby – the brand positions itself as a reliable companion for parents from the first day of a child’s life, emphasizing the safety and softness of its products.
• Volvo – in addition to road safety, the brand demonstrates its responsibility to society and the environment, in particular through its sustainable development strategies.
• Unicef is a vivid example of the archetype in the non-profit sector: care for children, health, access to education and protection of rights.
• Oschadbank emphasizes its social responsibility in many campaigns, especially during crises: support for IDPs, programs for pensioners, the military, and small businesses.

Creator

The Creator archetype embodies the desire for self-expression, originality, and innovation. Brands that use this archetype inspire their audience to create something new – an idea, aesthetic, product, or way of thinking. Their main message: «Create your own. Be unique». The brand’s voice is creative, intellectual, with a touch of visionary. The visual style is often experimental and includes unusual fonts, bright accents, and bold compositions.

«Creator» is not just about art or design. It’s about a culture that fosters self-realization and deep engagement in the creative process. This archetype is especially effective for brands operating in the fields of technology, fashion, media, design, culture, or B2B solutions for the creative industry.

Example:

• Adobe is a leading brand for designers, photographers, and video makers. The Creative Cloud platform provides tools for realizing any idea, supporting freedom of creativity.
• Lego is a brand for children and adults who create their own worlds, encouraging creative thinking from an early age.
• Canva – made design accessible to everyone, emphasizing that everyone is a creator.
• MAINO Design Ukraine is a studio that designs aesthetic, intellectually filled spaces and objects, communicating through the archetype of the creator with an emphasis on uniqueness and cultural depth.
• Delfast is a Ukrainian brand that combines engineering, design, and sustainable mobility to create innovative electric bikes. They consistently position themselves as «creators of the future of transportation» and use technology to transform urban mobility into a conscious and inspired experience.

Ruler

The Ruler archetype represents control, stability, responsibility, and the power of leadership. Brands of this type convey confidence, order, and a higher level of quality. Their main message: «I control the situation. It is safe with me». They often appeal to status, experience, clear structure, and elegant style. The tone of communication is authoritative, balanced, and restrained. Visually, they are characterized by exquisite colors, geometry, minimalism, and classics.

Brands with the «Lord» archetype are those that take responsibility, set the rules, and deliver results. This archetype is often used by companies in the fields of finance, real estate, public administration, consulting, luxury, as well as in the B2B segment, where trust and competence are important.

Global and Ukrainian examples:

• Rolex is a symbol of luxury, time control, and status. Communication is based on continuity, prestige and eternal values.
• Mercedes-Benz – embodies power, stability and leadership in engineering, technical excellence and service.
• American Express is a financial brand with a clear positioning for people who manage big decisions and expect a high level of service.
• Kernel is the largest agro-industrial holding in Ukraine, which operates steadily and systematically. The company’s communication emphasizes scale, control over all stages of production, and responsibility to the state and partners.
• Dragon Capital is an investment company with an impeccable reputation that chooses the tone of a leader, demonstrating expertise at every step.

The chosen archetype is not just an aesthetic choice, but a strategic decision. It allows the brand to speak the same language as the audience, to resonate with their needs, expectations, and values. A well-integrated archetype strengthens a company’s identity and becomes the foundation for a sustainable, emotionally recognizable brand.

How to choose your archetype

Choosing an archetype is the result of a deep strategic analysis. It should reflect the essence of the brand, its mission, behavior, values, and unique role in the life of client. Choosing the right archetype allows a brand to create consistent communication that is intuitive and trustworthy.

The final decision is often formulated in the format of a brand session or strategic workshop, where all key stakeholders are involved – from founders to marketers and designers. The main goal is to choose not just a beautiful idea, but a living system that works for the brand in the long run.

Integrating the archetype into marketing channels

Effective implementation of the brand archetype begins with its consistent integration into all marketing channels. Let’s look at the key areas to focus on.

Visual communication

The archetype should be reflected in all visual elements of the brand – the logo, color palette, fonts, graphic materials, and even the style of photos. The visual language should be consistent across the website, social media, advertising banners, and even packaging.

Content and tone of voice

Text communication is the voice of the brand. It should be consistent with the chosen archetype in terms of style, emotional coloring, and values. It is important that the content on the website, blogs, newsletters, and social media is consistent and supports the main idea of the archetype.

Social networks and interaction with the audience

Each archetype interacts differently with its audience on social media. Interaction should be lively and consistent with the essence of the archetype.

Advertising and PR

In advertising campaigns, an archetype helps to build a clear and recognizable story. Each video, banner, or publication should reinforce the main message of the archetype, creating an emotional resonance. And PR strategies can be based on the values of the archetype.

Customer service

The brand archetype should be tangible in the interaction with customers after the purchase. A harmonious reflection of the brand archetype in the service builds trust and loyalty.

Thus, a clearly defined and integrated brand archetype in marketing channels is not just a marketing tool, but the basis for creating a deep emotional connection with the audience, which feels the company’s identity and values on an intuitive level. It helps to form a unique image that sets the brand apart from competitors and ensures consistency in all communications. The practical application of the archetype in strategy, design, content, and service not only increases recognition but also lays the foundation for long-term and fruitful relationships with customers. That’s why investing in finding and implementing your archetype is a key step towards success in today’s market.

Pavlo Vlasiuk

CMO

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Olha Tyshchenko

Editor

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