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A Beginner’s Guide to Brand Archetypes 2022

Developing an emotional connection with your consumers is critical for a successful company, and it all starts with a great branding plan.
A Beginner’s Guide to Brand Archetypes 2022
Discovering a brand's archetype, as well as developing the brand promise and distinctive value proposition, is part of our Brand Architecture process at Ilfusion. Establishing the brand archetype is the cornerstone for developing a strong brand personality, which aids in creating a stronger emotional connection with your target audience.

In the first installment of this series, we'll look at what brand archetypes are and how they may help companies. In the second installment of this series, we'll go over the 12 various brand archetypes and how to choose the right archetype for your business.

What Are Brand Archetypes?

Archetypes are symbols and universal patterns of conduct that every human being recognizes intuitively. This is in contrast to stereotypes, which are strongly ingrained in cultural conventions. Archetypes, on the other hand, are based on years of solid psychological study, as well as Greek philosophy:

1. The Greek philosopher Plato was the first to investigate the concept of archetypes. He referred to them as "forms of intuitions" and saw them as templates for intuitive knowledge.

2. Later, in the field of psychology, Swiss psychiatrist Carl Jung developed the word "archetype." He believes that all humans have a "collective unconscious" that influences our personalities, experiences, and emotions, resulting in common patterns of behavior - archetypes.

Brand archetypes are a method of depicting a brand (i.e., its personality, values, symbols, tone of voice, etc.) as a persona in business. This personification gives a road map for portraying your brand in a way that is more approachable and recognized to your target audience.

The Importance of Brand Archetypes

Audiences generally form emotional bonds with particular companies, and these businesses with whom you feel a link most likely have a branding strategy that is well aligned with an archetype.

Why is this the case? Because knowing archetypes is natural in all of us and is entrenched in our subconscious, when we come across specific brand archetypes that are in accordance with our human need, we instantly connect.

And, although each individual has distinct requirements, we all have instinctual, primal desires that each archetype fits – for example, The Everyman archetype appeals to a person's urge to be accepted for who they are.
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There are 12 archetypes identified by the Pearson Archetypal System, which we will go over in further depth in the next section. Furthermore, each of these "major" archetypes includes subtypes that cater to the multifaceted requirements of people – for example, the Realist archetype has associated subtypes like the Orphan, Survivor, Buddy, and so on.

Identifying and building your brand archetype not only strengthens your emotional connection, but it also:

1. Develops a stronger brand identity: Before you can determine who your target audience is, you must first determine who you are as a company. For two reasons, identifying your brand archetype and vice versa is an excellent strategy to develop your brand identity.

1.1. Your brand archetype helps you establish your brand personality and tone of voice, as well as many other components of your brand identification.

1.2. Aligning your branding to a particular archetype can make you more known to your audience on an unconscious level, enabling you to interact with them as a genuine person rather than a faceless brand.

2. Ensures consistency: In a similar vein, your brand archetype acts as both a guide and a filter for all of your marketing and branding initiatives. It aids in ensuring that all marketing assets (e.g., website, landing pages, social media content, etc.) is consistent and that marketing messages are consistent with your branding identity. Consistency makes it easier for your target audience to connect with your brand.

Choosing the Right Brand Archetype

It's critical to understand that you don't choose your brand archetype; it chooses you. On top of that foundation, you may develop your message in a manner that appeals to your target audience.

Discovering the proper archetype for your business requires a detailed knowledge of what makes your company tick and what is vital to your target audience. Knowing what industry your business is in is also a fantastic place to start.

To get to know your customer even better, do audience research and establish buyer personas.

Keep in mind that the brand archetype you choose should make sense not just mentally, but also tactically. Defining your marketing and overall company objectives also aids in the discovery of the appropriate archetype for your brand.


The Innocent, also known as The Idealist, is naturally optimistic and passionately clings on to their principles and beliefs that things usually turn out right in the end. They convey honesty and purity, and they emit a general sense of well-being.

Basic Human Demand: Safety
Related Demand: Happiness, simplicity, and optimism
Marketing niche: Food, cosmetics and skincare, organic items, and cleaning supplies.
Example Brands: Dove, Coca-Cola and McDonald’s


The Everyman, also known as The Realist or The Regular Guy/Gal, is competent, realistic, and capable of anticipating and effectively dealing with challenges. They are also very compassionate, particularly to people in need, and they place a great importance on inclusion and camaraderie.

Basic Human Demand: Belonging
Related emotions/desires: Compatriotism, humility, genuineness, and equality
Marketing Niche: Home, family life, ordinary clothing, and comfort food
Example Brands: IKEA, Home Depot, Target


The Hero, also known as The Warrior, is goal-oriented and naturally driven. They work hard and face obstacles front on, and they are driven to establish their value through skill and bravery.

Basic Human Desire: Mastery
Related Desires: Courage, endurance, development, and strength
Marketing Niche: Sportswear and equipment, as well as emergency trade services
Example Brands: Nike, FedEx, Duracell

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