A crash course in Brand Archetypes

I’m an enneagram one, wing two.

According to this test I took online, I’m an INFJ-A in the world of Myers-Briggs.

I’m a Virgo, a dog person, and a youngest child—information which has been used to try and nail down my personality.

To know and be known, we ask each other these types of questions.

What’s your sign? Are you a Disney person? Marvel or DC? We glean these tidbits of information as we chase intimacy and connection, hoping to better understand the people in our lives.

It’s the essence of being human.

And, truthfully, you probably feel you have a decent grasp of who I am from these paltry facts, whether you ascribe to the whimsy of astrology of the more scientific psychological approach (I just revealed something else about myself, didn’t I?).

Type A, go-getter, rule follower (mostly). Guilty.

But what if I told you that we should be examining our brands with that same level of curiosity, expecting that same level of personality from companies we love?

Personality and Your Brand

Strong, established brands have distinct personalities. They become larger-than-life, impacting culture, swaying trends, and have an extraordinary influence on our lives (and possibly elections, if you’re Taylor Swift—a brand all her own).

They inspire loyalty and passion from their customers. They’re the reason we have Starbucks people and Dunkin’ people, blue text bubblers who hate on green text owners, and Home Depot shoppers who won’t set foot in Lowes.

Great brands rouse the kind of loyalty usually reserved for family (and dogs).

But despite the constant talk of being “on brand,” going viral, and creating kick-ass memorable logos, most companies never take the time to dive deep into their brand’s psychology—and that of their ideal customer—never achieving the icon status reserved for the likes of Martha Stewart, Budweiser, and Coke.

Building brands that outlast TikTok.

How do these timeless brands create such a clear, transcendent personality? It’s simple: they have an intimate understanding of their identity.

The 12 Brand Archetypes:

Quick-and-dirty overview

If you haven’t taken any psych since your college years, you might have forgotten about the likes of Carl Jung, famed Swiss psychologist. He conceptualized that humans fall into main personality categories, with specific innate fears and desires, and categorized them into 12 buckets.

At ColorWord Creative, we believe that extraordinary brands fall into one of these categories, becoming truly remarkable only when they embrace their roll with gusto.

Ruler, Creator, Caregiver: Stability and Control Brands

The stability trio is for brands who bring order to our lives—though through different mediums. We look to the ruler to put things in order—it’s right there in the title. The caregiver takes the focus off ourselves, giving us a modicum of command over our lives by offering the relief of caring for someone else. And the creator lets us create—a poem, a piece of pottery, a recipe—all of which gives us a sense of control, if even for a moment.

In our fast-moving, ever-changing world, chaos reigns everywhere. But these brands help us feel just a little bit safer.

Ruler: American Express

Helps people feel in control.

Creator: Crayola

Helps people make something new.

Caregiver: Red Cross

Helps people care for others.

Jester, Everyperson, Lover: Belonging and Connection Brands

Connection brands do just that: Bring us together. They aren’t about power, status, or control—they’re about vulnerability.

The jester makes us laugh and have fun, reminding us not to take life too seriously. Everyperson welcomes us with open arms, accepting us, just as we are. Our lover brands help us find love—romantic, yes—but also the intimacy that comes with deep emotional connection.

Jester: Miller Lite (or Jimmy Fallon—a modern-day jester!)

Helps people have fun.

Everyperson: Home Depot

Helps people belong, just as they are.

Lover: Hallmark; Chanel

Helps people find love (romantically and otherwise).

Innocent, Sage, Explorer: Freedom and Independence Brands

Independence brands resonate with customers looking for just that: Freedom. These brands help us find ourselves, albeit through different methods

Some seek themselves as the innocent, embracing the moment and finding fulfillment through peace. Others, as the sage, pursue happiness through education, trusting that knowledge is the key to true enlightenment. While the explorer chases after adventure, doggedly welcoming all life has to offer.

Innocent: PBS, Chicken Soup for the Soul

Helps people be happy.

Sage: Yale, Nasa

Helps people understand their world.

Explorer: Patagonia, Subaru

Helps people explore.

Magician, Hero, Outlaw: Legacy and Mastery Brands

While the sorcerer, outlaw, and hero might feel at odds, they aren’t: These brands inspire risk-takers and change-makers to take action and create transformation—sometimes by any means necessary.
Magicians transform, or create transformative experiences, often on a societal level. Hero brands inspire—and even glorify—taking personal risks for the greater good. And outlaws are a disruptive force, upending societal norms that are no longer serving the community.

Magician: Disney

Helps people manifest transformation.

Hero: US Marines

Helps people act with courage.

Outlaw: Harley Davidson, Robin Hood

Helps people break rules (often ones that weren’t working anyway).

Creating Superstar Brands:

Know Your Archetype

If you’re wondering about your brand’s identity, it’s past time to dig into it—weak brands have weak messaging, which leads to weak sales.

But it’s more than that: Strong brands have strong company cultures. They have loyal customers who remain steadfast through logo changes (looking at you, Google and Pepsi), CEO debacles, and loud chip bags.

Can your brand boast that kind of longevity?

Ready to nerd out about archetypes? Get a copy of the original bible on the topic, The Hero and the Outlaw, and do a deep dive on the psychology behind it. Or, even better, you can schedule a call with us. We’d love nothing more than to dig into your brand identity and determine who you—and your customers—are, so yours is a brand they can’t stop talking about.