April 21, 2022

What personality fits my brand?

Brand personality is the voice of your brand. It’s the tone and attitude that comes through in everything you put out into the world.

We’re able to construct a pretty quick idea of a brand personality thanks to the 12 archetypes proposed by the famous psychiatrist Carl Jung. These personality archetypes are universal models of people that helps us understand the most common roles in influencing our behavior.

Why Does Brand Personality Matter?

Brand personality is important because it allows you to build lasting, profitable relationships with your audience. Brand personality is the voice of your brand. It’s the tone and attitude that comes through in everything you put out into the world — from your logo and packaging to your website copy and marketing materials. It’s the emotional connection that consumers feel when they see or hear your company name or message.

A strong brand personality puts a face on your business, helping customers get to know, like and trust you quickly so they can decide if they want to work with you, buy from you or recommend you to their friends.

Think about all the brands you love. Chances are there’s some kind of emotional connection at play here — perhaps nostalgia, humor, or just the feeling that a brand really “gets” you and what matters most to you as an individual.

Understanding Carl Jung Archetypes

Carl Jung, the Swiss psychologist, and psychiatrist who founded analytical psychology, created the theory of archetypes as a way of understanding human nature. Archetypes represent basic human beings and situations, but more than this, they represent concepts and ideas.

Archetypes are patterns of behavior that humans instinctively respond to. They're the common stories we see played out in movies, books, and even brand communications. They help us relate our own experiences to a larger collective experience. Here are 12 common archetypes that you'll find in brand personalities:

The Innocent

The Innocent yearns for a world that is pure, wholesome, and perfect. The Innocent has hope for a brighter tomorrow and believes that tomorrow is another day. The Innocent brand archetype seeks to provide the customer with a sense of optimism and goodness. Examples of brands in the innocent archetype are:

  • McDonalds
  • Aveeno
  • Dove

The Sage

The Sage brand archetype is often associated with education, teaching, philosophy and spirituality. Sage brands embrace their consumers’ desire for greater knowledge, understanding and meaning. They seek to connect on a higher level with those who share their passion for introspection and self-discovery. Examples of brands with the sage archetype are:

  • TED
  • Google
  • National Geographic

The Explorer

An explorer brand archetype is not afraid to venture into new territory. The explorer seeks freedom by breaking away from the status quo and society's expectations of behavior. The explorer seeks adventure and self-discovery through exploring new horizons. This mostly exhibits adventure, discovery and risk-taking. Examples of explorer brands:

  • Jeep
  • Land Rover SUVs
  • Red Bull

The Outlaw

The outlaw archetype is basically the opposite of the innocent archetype. Think of it as an anti-hero. They live on the edge and do what they want when they want to. The outlaw has no problem breaking rules or being socially unacceptable in order to get ahead or get their way. Examples of brands with the outlaw archetype are:

  • Marlboro
  • Harley Davidson Motorcycles
  • Diesel

The Magician

The Magician inspires others to create the life they want, the Magician has the ability to make their dreams come true. Their strength comes from within and is creative and spiritual. The Magician wants to manifest creativity and excellence in the world. Some brands with the magician archetype are:

  • Apple
  • Disney
  • Instagram

The Hero

The Hero is on a quest for greatness, striving to make the world a better place through acts of bravery and courage. The Hero is courageous, bold, and inspirational. The Hero is selfless in their pursuit of success and will always put themselves last when serving others. Example of these brands are:

  • Nike
  • Gatorade
  • FedEx

The Lover

The Lover inspires passion and commitment. These brands play on our emotions and elicit feelings of joy, love, and excitement. At the core of lover brands is a powerful love story to be told. These brands remind us of a wonderful love affair and the creation of an intimate moment. These include:

  • Godiva
  • Victoria’s Secret
  • Chanel

The Jester

The Jester is a positive archetype who might be impulsive and rebellious, but always in the name of having a good time. They are playful and fun-loving, with a desire to bring happiness to others. They can also have a powerful role to play in society because they can introduce new ideas by challenging the status quo or making fun of politics, religion, or other institutions. Jester brands include:

  • Old Spice
  • Skittles
  • Mailchimp

The Everyman

The Everyman or woman is the common person; the average Joe or Jane identifies with the common person. Everyman brands appeal to blue-collar workers who want to get their job done quickly and easily. They exhibit commonness, simplicity, efficiency, and practicality. Some brands of the everyman archetype are:

  • IKEA
  • Target
  • Gap

The Ruler

The Ruler brand archetype is a figure of authority. Rulers command power, respect, and obedience to order. Any company that aligns itself with this archetype has an element of authority associated with its product or service. They value strength, quality, and prestige. They empower their customers by offering them a higher status in society through association with their brand. Some ruler brands are:

  • Mercedes-Benz
  • Rolex
  • Rolls Royce

The Caregiver

The Caregiver archetype is represented by the parent. They protect and care for others, being compassionate, nurturing, and generous with their time and resources. Their desire is to help others improve their lives or overcome challenges. Brands with the caregiver archetype include:

  • Johnson & Johnson
  • Pampers

Brands following archetypes have a solid foundation in building their personalities. The goal is to establish trust with target audiences by creating positive experiences with the brand. While your brand should be all about you, understanding how different personalities flow together can help you move into new markets. Brands can use these archetypes to connect with customers on a deeper and more meaningful level.