D&AD

the twelve
brand
archetypes
 Carl Jung believed that there
were models of people,
behaviors, or personalities.

12 brand archetypes
 12 Jung’s character
archetypes help define
and communicate
the character of your brand.

12 brand archetypes
 the archetypal framework
helps us build human-like
brand personas.

12 brand archetypes
 1. THE EVERYMAN
he wants to connect with everyone
and has a desire to belong.
He demonstrates the virtues of
simply being an ordinary person,
just like others.
IKEA, LYNX, WENDY'S

12 brand archetypes
 Will Smith in The Pursue of Happiness
MOTTO: ALL PEOPLE ARE CREATED EQUAL.
DESIRES: BELONGING.
DRIVES: CONNECTION WITH OTHERS, TOGETHERNESS,,
EQULITY, INCLUSION.
FEARS: STANDING OUT IN THE CROWD OR BEING REJECTED.

BRAND VOICE: FRIENDLY, HUMBLE, AUTHENTIC.

BRAND MESSAGE: WHEN WE TREAT EACH OTHER WITH
HONESTY AND FRIENDLINESS WE CAN LIVE TOGETHER IN
HARMONY.
STRATEGY: ALIGN WITH BASIC VALUES. CREATE A
WELCOMING COMMUNITY.
12 brand archetypes
 2. THE HERO
he wants to prove their worth
through courageous acts.
The Hero triumphs over evil,
adversity, or a major challenge.
GREENPEACE, ADIDAS, NIKE, FEDEX

12 brand archetypes
 Russell Crowe in Gladiator
MOTTO: WHERE THERE’S A WILL, THERE’S A WAY.
DESIRE: MASTERY.
DRIVES: COURAGEOUSNESS. DEVELOPMENT. GROWTH.
FEARS: WEAKNESS, VULNERABILITY, WIMPING OUT.

BRAND VOICE: HONEST, CANDID, BRAVE.

BRAND MESSAGE: WE CAN MAKE THE WORLD BETTER. WE
HAVE THE GRIT AND DETERMINATION TO OUTWORK THE REST.
STRATEGY: BECOME STRONGER AND BETTER. PROVE PEOPLE
WRONG.
12 brand archetypes
 3. THE REBEL/OUTLAW
he wants to overturn wrongs and
start a revolution - doing things
differently. A romantic figure
ready to disrupt a society that has
succumbed to tyranny, repression,
conformity, or cynicism.
HARLEY DAVIDSON, DIESEL, VIRGIN
12 brand archetypes
 Zorro, Paul Walker in Fast & Furious
MOTTO: RULES ARE MEANT TO BE BROKEN.
DESIRE: REVOLUTION.
DRIVES: LIBERATION, CHANGE, REVENGE, INDEPENDENCE.
FEARS: BEING POWERLESS, SERVITUDE, COMFORMITY.

BRAND VOICE: DISRUPTIVE, REBELLIOUS, COMBATIVE.

BRAND MESSAGE: YOU DON'T HAVE TO SETTLE FOR STATUS
QUO. FIRST, DEMAND MORE, SECOND, GO OUT AND GET IT.
STRATEGY: DENOUNCE STATUS QUO. DISRUPT & SHOCK.

12 brand archetypes
 4. THE EXPLORER
he exists to experience a better,
more authentic, more fulfilling life.
He has this thirst for discovery and
to connect with nature.
JEEP, PATAGONIA, THE NORTH FACE

12 brand archetypes
 Harrison Ford in Indiana Jones
MOTTO: DON'T FENCE ME IN.
DESIRE: FREEDOM.
DRIVES: SELF DISCOVERY. ADVENTURE. EXPLORATION.
LIBERATION. THE UNKNOWN.
FEARS: CONFINEMENT. IMMOBILITY. CAUTIOUSNESS.

BRAND VOICE: EXCITING. FEARLESS. DARING.

BRAND MESSAGE: YOLO. GET OUT AND MAKE IT COUNT.
STRATEGY: CELEBRATE THE JOURNEY. AKNOWLEDGE MODERN
CONFINEMENTS.
12 brand archetypes
 5. THE CREATOR
he realises their vision and creates
new things of enduring value.
They have passion for
self-expression in material form.
APPLE, LEGO, ADOBE.

12 brand archetypes
 Pablo Picasso
MOTTO: IF IT CAN BE IMAGINED, IT CAN BE CREATED.
DESIRE: INNOVATION.
DRIVES: CREATION. ORIGINALITY. SELF-EXPRESSION, VISION,
IMAGINATION.
FEARS: STAGNATION, DUPLICATION, FAMILIARITY,
DISILLUTION, INDIFFERENCE.

BRAND VOICE: INSPIRATIONAL. DARING. PROVOCATIVE.

BRAND MESSAGE: SEE POTENTIAL EVERYWHERE AND UNCOVER
ORIGINALITY WITH LIBERATED IMAGINATION.
STRATEGY: INSPIRE TO UNLOCK IMAGINATION. ENCOURAGE
THE PURSUIT OF ORIGINALITY.
12 brand archetypes
 6. THE RULER/KING
he knows that the best thing to do
to avoid chaos is to take control.
He is the boss, the leader, the
parent, role model, or anyone
with a commanding and
authoritative manner.
MERCEDES-BENZ. ROLEX. LOUIS VUITTON.
12 brand archetypes
 Don Corleone in The Godfather
MOTTO: POWER ISN'T EVERYTHING, IT'S THE ONLY THING.
DESIRE: CONTROL.
DRIVES: POWER, PROSPERITY, STATUS, SUCCESS, WEALTH.
FEARS: WEAKNESS, FAILURE, POVERTY, DESTITUTION.

BRAND VOICE: COMMANDING, REFINED, ARTICULATE.

BRAND MESSAGE: YOU ARE SUCCESSFUL IN WORK AND IN LIFE.
REWARD YOUR EXCELLENCE AND YOUR ACHIVEMENTS.
STRATEGY: EXERT LEADERSHIP. DEMONSTRATE SUPERIORITY.

12 brand archetypes
 7. THE MAGICIAN
he makes dreams come true.
Magic is the technology for making
dreams come true. he can be
known as the visionary, catalyst,
innovator, charismatic leader,
mediator, shaman, healer, or
medicine man or woman.
DISNEY, SONY, MASTERCARD.
12 brand archetypes
 Gandalf in Lord of The Rings
MOTTO: ANYTHING IT CAN HAPPEN.
DESIRE: POWER.
DRIVES: MAKE DREAMS COME TRUE, TRANSFORMATION,
KNOWLEDGE, VISION, BELIEF, DISCOVERY.
FEARS: DOUBT, IGNORANCE, UNCERTAINTY, UNANTICIPATED
NEGATIVE CONSEQUENCES, STAGNATION.

BRAND VOICE: MYSTICAL, INFORMED, REASSURING.

BRAND MESSAGE: TOMORROW IS BRIGHTER THAN TODAY AND
ALL YOUR DREAMS CAN COME TRUE IF YOU BELIEVE.
STRATEGY: DEVELOP A VISION & LIVE BY IT. TRANSFORMATION.

12 brand archetypes
 8. THE INNOCENT
he is a positive personality with an
optimistic outlook on life.
he also may be known as utopian,
traditionalist, naive, mystic, saint,
romantic, traditionalist, or a
dreamer.
DOVE. INNOCENT. AVEENO.
12 brand archetypes
 Tom Hanks in Forrest Gump
MOTTO: FREE TO BE YOU AND ME.
DESIRE: SAFETY.
DRIVES: HAPPINESS, MORALITY, SIMPLICITY, HONESTY,
POSITIVITY.
FEARS: ANGUISH, DECEIT, DEPRAVITY, COMPLEXITY,
NEGATIVITY.

BRAND VOICE: OPTIMISTIC, HONEST, HUMBLE.

BRAND MESSAGE: THE MOST WHOLESOME THINGS IN LIFE ARE
UNADULTERATED AND PURE.
STRATEGY: DEVELOP A VISION & LIVE BY IT. TRANSFORMATION.

12 brand archetypes
 9. THE LOVER
he desires to be desired, he seeks
out intimacy, closeness and sensual
pleasure.
They are motivated to become
more physically and emotionally
appealing to increase their
capacity to attract others.
CHANEL, VICTORIA'S SECRET, ALFA ROMEO
12 brand archetypes
 Marilyn Monroe in some Like It Hot
MOTTO: I ONLY HAVE EYES FOR YOU.
DESIRE: INTIMACY.
DRIVES: SENSUALITY, CLOSENESS, AFFECTION, LOVE.
FEARS: REJECTION, LONELINESS, ISOLATION, INVISIBILITY.

BRAND VOICE: SENSUAL, EMPATHETIC, SOOTHING.

BRAND MESSAGE: YOUR STRIKING BEAUTY IS IMPOSSIBLE TO
IGNORE.
STRATEGY: REAFFIRM BEAUTY. RED CARPET TREATMENT.

12 brand archetypes
 10 THE CAREGIVER
he is selfless, protecting and caring
for others, especially those in need.
Often maternity figures, they take
those who are in need of care,
under their wing until they are
stronger to take care of themselves.
SAVE THE CHILDREN, AMNESTY INTERNATIONAL,
WWF, UNICEF, TOMS.
12 brand archetypes
 Robin Williams in Patch Adams
MOTTO: LOVE YOUR NEIGHBOR AS YOURSELF.
DESIRE: SERVICE.
DRIVES: SUPPORT, HELP, RECOGNITION, GRATITUDE.
FEARS: ANGUISH, HELPLESSNESS, INGRATITUDE.

BRAND VOICE: CARING, WARM, REASSURING.

BRAND MESSAGE: EVERYONE DESERVES CARE AND WE MUST
ALL STRIVE TO GIVE SERVICE ONE ANOTHER.
STRATEGY: OTHERS BEFORE SELF. THE GREATER GOOD IS
WORTH SACRIFICE.

12 brand archetypes
 11 THE JESTER
he is all about having fun and living
life in the moment. he just wants to
have a good time, make others laugh,
and bring them along for the ride with
them. Young at heart that seems to
never grow up or become serious. An
optimist that is able to see good in
every situation.
M&M'S, OLD SPICE, GEICO, DOLLAR SHAVE CLUB
12 brand archetypes
 Jim Carrey in Ace Ventura
MOTTO: IF I CAN'T DANCE, I'M NOT PART OF IT.
DESIRE: PLEASURE.
DRIVES: FUN, HAPPINESS, LAUGHTER, TOGETHERNESS,
POSITIVITY.
FEARS: BOREDOM, GLOOM, SADNESS, LONELINESS,
NEGATIVITY.

BRAND VOICE: FUN, PLAYFUL, OPTIMISTIC.

BRAND MESSAGE: WE'RE HERE FOR A SHORT TIME, NOT FOR A
LONG TIME. LET'S LIVE LIFE.
STRATEGY: PROMOTE GOOD-TIMES. MAKE THEM LAUGH.

12 brand archetypes
 12 THE SAGE
he questions and seeks answers to
reach truth, knowledge and
wisdom. he desires to not only
analyses and understand the
world, but to then share that
understanding with others.
GOOGLE, THE GUARDIAN, THE NEW YORK TIMES,
BBC, CNN, THE ECONOMIST.
12 brand archetypes
 Yoda in Star Wars
MOTTO: THE TRUTH WILL SET YOU FREE.
DESIRE: UNDERSTANDING.
DRIVES: WISDOM, INTELLIGENCE, EXPERTISE, INFORMATION,
INFLUENCE.
FEARS: IGNORANCE, INSANITY, POWERLESSNESS,
MISINFORMATION, INACCURACY.

BRAND VOICE: KNOWLEDGEABLE, GUIDING, ASSURED.

BRAND MESSAGE: EDUCATION IS THE PATH TO WISDOM AND
WISDOM IS WHERE THE ANSWERS LIE.
STRATEGY: SHOW THE PATH TO WISDOM.
CELEBRATE LIFE-LONG LEARNING.
12 brand archetypes
 & THE COMBO
You can also have a combination
of archetypes.
Like Burger King that combines
King (wise, authoritative) and
Jester (playful, spirited).

12 brand archetypes