The Brand Archetype Strategy

Umair Asghar
2 min readApr 12, 2023

Here you introduce your prospect to 12 Brand Archetypes, then help them understand how your service can complement them in achieving their archetype!

For example, If a client has the Brand Archetype of Sage, their marketing strategy needs to differ from a Hero.

There are 12 primary Brand Archetypes, each with its own set of traits, values, and attributes. Here is a brief overview of some:

  1. The Innocent: Represents simplicity, optimism, and purity. Examples of brands embodying the Innocent archetype include Coca-Cola, McDonald’s, and Dove.
  2. The Explorer: This represents a desire for adventure, discovery, and freedom. Examples of brands embodying the Explorer archetype include Patagonia, Jeep, and Red Bull.
  3. The Sage: Represents wisdom, knowledge, and understanding. Examples of brands embodying the Sage archetype include Google, TED, and The New York Times.
  4. The Hero: Represents strength, courage, and perseverance. Examples of brands embodying the Hero archetype include Nike, Apple, and BMW.
  5. The Outlaw: Represents rebellion, nonconformity, and freedom. Examples of brands embodying the Outlaw archetype include Harley-Davidson, Virgin, and Axe.
  6. The Magician: Represents transformation, innovation, and mystery. Examples of brands embodying the Magician archetype include Disney, Apple, and Tesla.
  7. The Regular Guy/Girl: Represents down-to-earth values, reliability, and authenticity. Examples of brands embodying the Regular Guy/Girl archetype include Toyota, Levi’s, and Home Depot.
  8. The Lover: Represents sensuality, intimacy, and passion. Examples of brands embodying the Lover archetype include Victoria’s Secret, Chanel, and Godiva.

Once a business understands its Brand Archetype, it can use that knowledge to develop a marketing strategy that aligns with the values and attributes of that archetype. For example, if a business has the Sage archetype, its marketing strategy might focus on knowledge-sharing, education, and thought leadership. On the other hand, if a business has the Hero archetype, its marketing strategy might focus on bravery, strength, and overcoming obstacles.

I help clients look at my service from this angle — and usually, it’s a fresh perspective they welcome and admire.

Signing Off,

Umair A.

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Umair Asghar

200K views | AI | Data Engineer |Creators Economy | Digital Marketer | GIS | Products Manager