Here’s a Brand Archetype list that we commonly use at Zoyo Branding.
Many people come to Zoyo Branding to learn more about archetypes. Creating a Brand Archetype Analysis is a special service we offer. Contact us for more information.
Which archetypes resonate for you or your organization?
| Archetypal Character | Description | Examples | Does it speak to you? | Why? |
| * The Hero | Proves self through amazing physical acts. Strong, but uses a controlled strength to benefit others. | Nike, Ford, Home Depot | ||
| * The Caregiver | The protective nurturer and gentle provider: Helps others by providing their needs. Much respected and trusted, icons of home, security and continuity | Campbell’s, Pampers, Volvo, Allstate, Kleenex, Heinz, American Express | ||
| * The Outlaw / Maverick | Rebel, Outlaw, Rogue Achieve freedom (from the establishment) through defiance, disobedience, and nonconformity. Enjoys being a little bit bad, may not be admired but enjoys being feared | Harley Davidson, Virgin Airlines. Diesel Jeans, MTV | ||
| * The Everyman | Good old boy, Girl next door, Average Joe, down to earth. Bonds with others by being humble, hard-working, and friendly | Miller Beer, Sonic, Walmart, Covergirl, Chevy | ||
| * Sage / Genius | Intellectual solutions to problems, Expert advise, serious objective tone. Finds truth through research, objectivity, and diligence. | CNN, IBM, Intel, Google | ||
| * Sensualist / Lover | Pursues perfect enjoyment through physical experiences, Dreamlike quality easy to fall for | Victoria’s Secret, BMW, Godiva, Versace, Food Network, Haagen Dazs, Starbucks | ||
| * Explorer | Learn what’s valuable by discovering new things. Challenges consumers to do new things and by doing them, they learn about themselves. | Jeep, Pepsi, VISA, Red Bull | ||
| The Servant | Gain something important by serving others (and deemphasizing self) | Red Cross, Amnesty International, Peace Corps | ||
| The Traditionalist | Conservative. Restores something by returning to old-school values | Old Spice, Wells Fargo, Kellogg’s, Ralph Lauren | ||
| The Monster/Villain | The antagonist, especially in opposition to the hero. Satisfies internal drives or passions through whatever means necessary | Darth Vader, Marilyn Manson (and many rock bands) | ||
| * The Innocent | Achieves a pure life by always doing the right thing. | Avon, Dove soap | ||
| The Connector | Talker, networker, reliable friend. Makes things happen by knowing the right people. | Coca-Cola, AT&T, Facebook, LinkedIn | ||
| The Thrill Seeker | Achieves great rewards through great risks/fun. Learn what’s constant in live by changing environments. | Mountain Dew, Nintendo, Subaru | ||
| The Underdog | Someone who starts with little or some “handicap” but creates something valuable in the end. Virally driven, low-frills. | Craig’s List , eBay | ||
| * The Magician | Creates transformation, Overcomes the impossible, creates delight with his/her imagination and cleverness | Apple, Disney | ||
| The Dreamer | Promotes faith and wonder to achieve extraordinary experiences or transformation. | Rock Band | ||
| The Teacher | Experienced and knowledgeable, provides support and training so a change can be made. Offers new understanding of the world. | |||
| * The King / Ruler | Leader, part of the establishment, set the rule that others play by. Powerful, May be benevolent or evil | Microsoft, New York Times | ||
| * The Jester | Element of energy and fun, overthrowing the established way of doing things, speaks the truth when no one else does, adds levity to tense situations, has access to powerful people | Ikea | ||
| The Loyalist / Sidekick | Allows Hero to perform amazing feats by taking care of the mundane, offers friendship, plays valued—but not leading—role | Post-It Notes | ||
| * The Creator / Artist | Non conformist, not motivated by fitting in but by self-expression. | Lego, Apple | ||
| The Motivator | Achieve amazing goals by getting people excited about a cause | Individual people (Obama) | ||
| The Defender / Warrior | Protect others from harm through bravery, self-sacrifice, technology | Army, Greenpeace, Dial Soap | ||
| The Executive | Creates a change in the world through hard work and planning. Disciplined, focused, organized. | Mont Blanc Pen, FedEx, Blackberry |
* = one of Jungs 12 main archetypes