Brand Archetype
The Everyman

The Everyman brand archetype is the typical girl/boy next door kind of type. Approachable and humble never aiming for a quick sell. This archetype prefers to sit down, crack open a beer and talk a little bit about life. The Everyman is universally relatable. We all can relate in some way to the Everyman.
Above all, this archetype is all about quality over quantity.

Everyman brands give people a sense of belonging. They have an everyday functionality. These brands often use low to moderate prices. It is important for the Everyman brand to be different in a positive way from more exlusive or higher-priced brands. In other words the Everyman brands have the common touch, solid virtues and give a sense of belonging.

Brand Archetype
The Caregiver

The Caregiver brand archetype is nurturing, helpful and altruistic. Above all the Caregiver aims to make people feel secure or nurtured and is focused on generosity and compassion.
The message of the brand is to help others. 

Caregiver brands give entirely of themselves to make sure others are taken care of. Their customers are people who are feared of selfishness and ingratitude and they want to do something for others. When you’re a caregiver, its key to show that you’re strong and capable.

Brand Archetype
The Ruler

The Ruler brand archetype sets a path for others. They want to create an environment of prosperity, security and stability. The Ruler is a big believer that rules are meant to be kept and that policy and procedures are necessary to maintain order.

Ruler brands focus on establishing exclusivity and class. This is why ruler brands are often creators of luxury goods. A ruler archetype can be a powerful way to build a cult following and create a sense of scarcity. However, brands should beware of how the ruler can be seen as pompous and too exclusive.

Brand Archetype
The Creator

The Creator brand archetype is an artistic one. This archetype touches upon discovery and innovation. The creator seeks to redefine human possibility through creative play. Above all, the creator celebrates all things artistic and still maintains commitment to truth and integrity.

The Creator brand archetype is a natural fit for marketing, design, and technology brands. Actually, any brand that dismantles old processes and creates something new, would be expressing the Creator archetype. The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves.

Brand Archetype
The Innocent

The Innocent archetype brand is simple, carefree, and happy. This is the type that people can turn to when they need a positive-minded boost. Yet, they maintain a set of reservations that people can rely on. The Innocent brand archetype is the do-gooder who only sees the best in people and life. They enjoy simple things. They are pure at heart and in action, still slow to judge and quick to forgive. The Innocent seeks harmony in the world. 

Brands in sustainability, health, and food categories use often the innocent archetype. Innocent brands sometimes lack a backbone, so make sure you’re defining your values and standing up to them.

Brand Archetype
The Sage

The sage brand archetype is like a trustworthy, intelligent friend you can always depend on. If your company’s reason for being is to seek out the truth and to provide expertise or information to others. Or if you place a high value on knowledge, your brand is likely a Sage archetype. 

Sage brands are brands that people turn to for information. Consequently, these brands share a common goal: to understand the world while sharing knowledge along the journey. Avoid trying to sound too smart, as this can make your customers feel inferior.

.