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Get to Know the 12 Archetypes: A Journey into the Depths of Human Character


People are complicated, each with their own mix of traits, motivations, and behaviours. But, have you ever noticed that in books and movies, some character types keep showing up? They’re called character archetypes, and they make the stories more interesting and relatable. Different genres, from thrilling adventures to psychological dramas, have their own archetypes. Some folks think there are only five or eight archetypes, but we’re going to utilize Carl Jung’s system, which has twelve primary archetypes. We’ll examine these 12 archetypes, their characteristics, and how they play out in our lives and stories.

Simon Sinek said it best when he said:

‘People don’t buy what you do, they buy why you do it’.

Understanding your brand’s personality is super important in building a strong relationship with your customers. You can tell your brand story from your perspective or the customer’s perspective. When you know your personality, you can attract the right customers and communicate your purpose more effectively. This can help you stand out in a crowded marketplace, so you can get noticed. This document is here to help you understand your personality better. Shall we get started?

Let´s begin with the first group called BELONGING AND PLEASURE:

The jester: spreads laughter and joy

The regular guy/gal: with his feet in reality

The lover: given over to pleasures

The Jester

The Jester type is all about having fun, being spontaneous, and bringing joy to others. They use humour and wit to deal with life’s struggles and to make people happy. Think of the Genie from “Aladdin” - he’s a great example of the Jester type. He always finds a way to make things better with his jokes and cheerfulness, even in the toughest moments.

Jester brands like Pepsi, M&M’s, Snickers, McDonald’s and Oreo are known for their playful and fun approach. This archetype is great for brands that want to stand out. It involves using fun, irony, and double meaning to get a serious message across. The brand should be all about helping people have a good time or overcome their problems. It should also be affordable and made by a company with a fun and relaxed culture. This approach is perfect for brands that want to be different from others in the market.

The Regular Guy/Gal

Remember, "The Regular guy" is all about being a normal person like everyone else. They're cool because they're selfless, loyal, supportive, and friendly. We all matter and deserve good things in life. Being part of the Regular Guy/Gal group means you belong somewhere where you can make friends and feel cared for.

Some examples of well-known brands that are commonly used by everyday people are VISA, Nivea, Ebay, Ikea, Avis, and Craigslist.

If you’re looking for a brand that makes you feel like you fit in and offers something useful for everyday life, the Regular Guy/Gal identity is perfect. These brands are usually affordable and down-to-earth, with a culture that’s all about being real and relatable. They’re not trying to be fancy or exclusive, but they still manage to stand out from the more pricey brands in a good way. And if you’re lucky, you might even find an upscale version of a product that’s normally cheap!

The Lover

The Lover archetype is all about love and connection. These people crave deep and meaningful relationships. Think of characters like Romeo and Juliet, who were deeply in love and faced many challenges to be together.

The lover type digs stuff that’s all about indulgence and pleasure, particularly when it comes to food and drink. Think fancy wines, gourmet food, and anything that gets the senses going. Some of the big brands that appeal to the lover type include Revlon, Chanel, Alfa Romeo, Tiffany & Co., Victoria´s Secret and Häagen-Dazs.

This is a great way for companies to create a brand identity that stands out. It works particularly well for brands that cater to people looking for love, friendships, beauty, communication, or anything associated with sexuality or romance. These brands usually come with a moderate to high price tag and are made by companies with a more personal and elegant culture, rather than a big, bureaucratic one. This approach is especially helpful for brands that want to set themselves apart from lower-priced competitors.

jester motto: if I can´t dance, I don´t want to be part of your revolution, regular guy/gal motto: all men and women are created equal, lover motto: I´m in love with you

The second group is called STABILITY AND CONTROL.

The caregiver: nurtures and supports

The ruler: gives the orders

The creator: unleashes creativity

The Caregiver

The Caregiver type of people are those who are compassionate, nurturing, and selfless. They find joy in caring for others, even at the cost of their own needs. You might have seen this type of character in movies or books like Atticus Finch from “To Kill a Mockingbird”. These individuals are always there for those who need support and guidance.

Some brands are like the ultimate caregiver - think UNICEF, Marriott, and Band-Aid. Brands that are there for families when they need support (whether it’s fast food or people movers) or that are synonymous with food (like biscuits). Brands that look after our health, education and well-being, or that keep us connected and caring. Brands that help us look after ourselves. And don’t forget, this archetype is a great fit for non-profit causes and charitable activities too.

The Ruler

The Ruler archetype is all about being the boss and taking charge. These folks are all about creating order and control and often have a ton of power and influence. Think King Arthur - he was the ultimate Ruler, always leading with wisdom and integrity to make the world a better place for his people.

Some pretty impressive brands considered rulers include Microsoft, IBM, Mercedes Benz, American Express, The Vatican, and Rolls-Royce.

If you're looking to establish your brand identity, then you should aim for an archetype that has a few key characteristics. It should be a high-status product that's used by powerful people to increase their power. It should help people get more organized, and offer a lifetime warranty, technical assistance, or information that helps maintain or improve energy. It should also be an organization that has a regulatory or protective function, falls in the moderate to high price range, and is a clear leader in its field. Lastly, it should be in a stable field or product that promises security and predictability in a chaotic world.

The Creator

The Creator archetype is all about being innovative and expressing yourself. These people want to make a difference in the world by bringing their creative ideas to life. Artists, inventors, and visionaries who want to change the world are all examples of the Creator archetype.

Here are some creator brands that have successfully established their identities: Adobe, Sesame Street, Dyson, Lego, Faber Castell, Swatch, 3M, Pinterest, Etsy, and Tesla Motors. The creator archetype is promising for brands that offer self-expression, choices, innovation or artistic design. It is particularly effective in creative fields like marketing, public relations, arts, and software development. It is also useful when you want to differentiate yourself from brands that offer less choice. A DIY element can save customers money, and a creator culture can also enhance the brand identity.

caregiver motto: love thy neighbout as thyself, ruler motto: power is everything, creator motto: if it can be imagined, it can be created

The third group is called RISK AND MISTERY.

The hero: saves the day

The magician: transforms the ordinary into an extraordinary

The rebel: breaks the rules

The Hero

The Hero archetype is all about being brave, strong, and never giving up. People with this personality type are always looking for ways to overcome challenges and do great things. You might recognize the Hero archetype in characters like Luke Skywalker, who go on epic adventures to save the world and fulfill their destiny.

Here are some examples of brands that are considered heroic: the Australian Army, Nike, the Red Cross, FedEx, and Duracell. To make your brand stand out, it’s essential to follow this archetype. You need to create something innovative and groundbreaking that can change the world and empower people to reach their full potential. It’s also important to identify a significant social issue and encourage people to take action to solve it. To establish yourself as a prominent player in the market, you should have a clear competitor you want to surpass. Additionally, ensure that your product doesn’t suffer from the same tracking issues as your competitors. Lastly, your customer base should comprise of ethical and responsible individuals.

The Magician

The Magician is the kind of person who wants to have control over everything. They’re all about transforming things and mastering new skills. You can think of them as wizards, just like Merlin from the King Arthur legends. They use magic and sorcery to create a whole new world around them.

These brands are considered to have a magician archetype: Mastercard, Polaroid, iPod, Sony, and all those that promote magical experiences, cosmetics, herbs, potions, and fitness campaigns that promise youthfulness. This archetype provides a brand with a unique identity, as the product or service it offers has a transformative nature. Its implicit promise is to transform the customer, making it appealing to New Age consumers or cultural creatives. It features easy-to-use technology that works seamlessly, has a spiritual or psychological component, offers a new and contemporary product, and is priced medium to high.

The Rebel

The Rebel archetype is all about challenging authority, tradition, and the status quo. These are the people who often feel like outsiders or revolutionaries, fighting against injustice and oppression. Katniss Everdeen from "The Hunger Games" is a great example of the Rebel archetype, leading rebellions against oppressive regimes and fighting for freedom.

The Rebel brand archetype is characterized by bold leadership, courage, and power. It helps its audience see that there is a better way to solve problems. Brands that embody this archetype include Honda, Converse, Apple (with its ‘Think Different’ slogan), Greenpeace, and Harley-Davidson. This archetype is promising for companies that seek to give their brand an identity where customers and employees feel disconnected from society or identify with values that are at odds with society in general. This is especially true for companies whose products are meant to destroy something (such as an excavator) or are genuinely revolutionary. Such products help to retain values that are threatened by prevailing values. The price of the product is usually moderate to high.

hero motto: where there´s a will there´s a way, wizard motto: if you can dream it, it can happen, rebel motto: rules are meant to be broken

The fourth and last group is called INDEPENDENCE AND FULFILLMENT

The innocent: be happy and do the right things

The sage: share knowledge

The explorer: looking for new experiences

The Innocent

The Innocent is like the purest, simplest, and most optimistic archetype ever. It's all about feeling like a kid again, where you trust the world and everything is full of wonder. Think of Dorothy from "The Wizard of Oz" - she's the perfect example of the Innocent archetype. She goes on this adventure, believing in all that's good and the power of being virtuous.

Brands that embody the Innocent archetype are Pampers, McDonald's, Coca-Cola, and Dove. They offer straightforward solutions to identifiable problems and are associated with goodness, morality, simplicity, nostalgia, or childhood. These brands promote functions related to cleanliness, health, or virtue and can be easily replicated. Moreover, they are priced moderately to low and produced by a company with honest core values, aiming to differentiate from products with tarnished images.

The Sage

The Sage archetype is all about being wise, knowledgeable, and insightful. These folks are motivated by their thirst for truth and understanding, and they’re often the ones people turn to for guidance and advice. If you’re a “Star Wars” fan, think of Yoda - he’s the perfect example of the Sage archetype, always offering his deep wisdom and guidance to anyone who needs it.

Sage companies place a great emphasis on continuous learning and development, which can often be found in universities, research labs and in companies that share similar values. These companies prioritize analysis, research and planning. Some well-known examples include Google, Stanford University, Philips, HSBC and CNN. This archetype is ideal for brands that offer knowledge or information to customers, encourage innovative thinking, and are based on new scientific advances or esoteric knowledge. The quality of the brand is supported by concrete data, which sets it apart from other similar products that may have questionable quality or performance.

The Explorer

The Explorer archetype is all about adventure, discovery, and freedom. These are the folks who love exploring new horizons and pushing the limits of what's possible. Indiana Jones is a classic example of an Explorer archetype, always seeking out ancient treasures and lost civilizations.

Explorers in the business world are visionary individuals who strive to create new and exciting products or experiences that are often ahead of their time. They are unafraid to take strong positions in support of their beliefs, making this archetype valuable for crafting identities for brands that promote freedom, non-conformity or innovation. Brands whose products are sturdy, durable or suitable for use in natural, rugged or dangerous environments or professions can benefit from this archetype. Additionally, products that can be bought from catalogues, online, or alternative sources and allow people to express their uniqueness, as well as products that can be purchased and used “anywhere,” can benefit from this archetype. Some well-known brands that embody this archetype include Starbucks, Levi’s Jeans, National Geographic, Jeep, and NASA.

innocent motto: don´t worry, be happy, sage motto: knowledge will set you free, explorer motto: somewhere something incredible is waiting to be known


The 12 archetypes give us a bunch of different characters and motivations that we can all relate to. When we get what each archetype is about, we can understand the basic needs and desires that make up our own stories. Whether we think of ourselves as Heroes, Lovers, or Rebels, each archetype gives us a unique way of looking at life and the world around us. It’s like a guide to help us understand ourselves better.

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