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Know your brand: which of the 12 archetypes is your business?

Branding is crucial to your business. It tells the consumer who you are and what you are selling. Ask yourself, what is the core purpose of your business? If you are unable to answer this straight away, we have a problem. If you don’t know what your brand is, how do you expect anyone else to? Understanding what your core brand is, creating marketing material that reflects this, and promoting this to your consumer is imperative to making your business stand out amongst its competitors. Of the standard brand archetypes there are 12, which fits your business the best?

The sage

Your business’ mission is to promote learning and knowledge growth, selling products or services that reflect this. Your advertising should seek to challenge its audience, asking them to question what they are being told and what they believe. Advertising campaigns should aim to be informative to consumers and encourage them to think.

Example: BBC or National Geographic – Businesses who provide their consumers with new information, remain informative and help facilitate for intellectual growth.

The innocent

Your business model should be simple and gimmick free, developing a strong brand trust with customers. Advertising should be minimalistic, but always ensure the core message remains positive and happy. 


Example: Xero – a software company providing customers with a cloud-based point for accounting. They are a prime example of an “innocent” archetype as their main marketing tool is in the name itself “Xero”, mirrored off their software’s prime object to balance their users accounts to zero. It’s branding is very clean and fuss-free, adhering to this particular architype’s ideals. 

The giver

Your business mission should be based around the protection and care for its consumers. Advertising should evoke compassion in its audience, relying heavily on emotionally driven adverts. This type of archetype includes businesses who offer safety, protection, support to their customers.

Panadol ad - Undergrnd

Example: Panadol – The company relieves its consumers aches and pains by offering a product that aims to alleviate this. The brand sympathises with sickness, providing its consumers with a way to feel better. 

The magician

Your business will be focused on brand growth, and how it both inspires and influences its customers. Advertising should focus on creating an idea that consumers want to be a part of, and promoting the service or product as if it is something for them to experience.


Examples – Disney or Xbox – Companies that don’t focus on the individual products or services they provide, instead draw the consumers attention to the wider experience, for example family time at the theme parks or competition with other gamers. 

The hero

Your business is always seeking to prove their worth; to be the best in their chosen fields in quality and brand superiority. Advertising should reflect this almost arrogant brand personality, opting for motivational marketing content that revolves around the message to be the best, have the best, we are the best”.


Example: Nike – a brand that excels in its field, with advertising campaigns that show consumers who embody, drive, ambition and excellence. Attitudes which are reflected in the archetype’s ethos and resonate through the brand itself. 

The outlaw

Your business bran will strive to be unique and unconventional. Advertising campaigns that have shock-value, or an alternative approach to traditional marketing of similar brands in their industry. Content should reject normality and stand out from business competitors. 

Levi Jeans ad - Undergrnd

Examples: Harley Davidson or Levi Jeans – both brands are the “rebel” of their respective industries. These two brands do not conform to traditional marketing methods, with one such campaign from Harley Davidson featuring a blonde, female protagonist aboard one of their motorbikes, changing the accepted burly, males normally appearing. 

The average joe

Your business’ will brand itself as the everyday shopper, presenting itself and products as a part of the daily grind. Advertising should be friendly and above all, relatable to the masses. If your company develops dependable, affordable products for the average income consumer, you will fall into this brand archetype. 

kmart ad - Undergrnd

Example: Kmart – a company that offers affordable, generic products for the everyday shopper. The advertising campaigns are fuss free, featuring regular people behaving in a friendly and relatable manner, exemplifying this brand archetype.

The explorer

Your business develops products or services with a strong focus on adventure and discovery, with branding that is both independent and ambitious. Advertising should focus on your brand being able to give the consumer freedom, and provide opportunity for self-discovery. Often producing marketing campaigns focused on exploring the unknown, embarking on a journey, or discover new things.


Examples: Jeep or GoPro – Both brand exemplify the explorer archetype, with marketing campaign after marketing campaign featuring outdoor activities, boundary defying feats and adrenaline pumping footage. They implore their consumers to accept the challenge and use their products to engage in a new activity or discover the unknown, cue “I bought a Jeep”.

The creator

Your brand goes beyond the conventional, producing work that is a first in their field. Your products are imaginative and advertising should reflect this concept with marketing that is imaginative and experimental. Technology companies are often adapting this brand archetype as their purpose is to create new, and advanced products.

The lover

Your brand sells luxury products that are aimed at consumers with high disposable incomes. Advertising will focus on the glamourous aspect of the bran, often choosing to evoke more sensual pleasure as ultimately, this archetype focuses on how the product “feels” to consumers. Marketing should focus on making the brand appear more attractive than competitors by highlighting its luxury value.

Victoria's Secret ad - Undergrnd

Example: Victoria Secret – This luxury lingerie brand epitomises this archetype as it has developed a world of fantasy and beauty with its renowned fashion show.  From calling its participants “angels” to featuring lean, beautiful women who personify the brand ideals, VS circulates its core brand in every aspect of its marketing.

The jester 

Your brand doesn’t mind making fun of itself, with a “live in the moment” ideal and designs products that are generally targeted at millennials. Advertising should reflect this idea, with carefree, playful content that teases its customers. 


Example: Old Spice – the advertisements for this brand of cologne was always ridiculous, over the top but most importantly, funny. This style of advertising hits the mark with the younger generations by increasing traffic to the brand and circulating it with social media sharing. 

The ruler

You brand would consider itself at the pinnacle of its industry, with products that are the highest quality, and top of the range. Your high status products are targeted at demographics with high spending power. Advertising should reflect this attitude, with leadership based campaigns, and high confidence levels in their product. 

Rolex ad - Undergrnd

Examples: Microsoft or Rolex – Microsoft is a clear leader in the App field, with a long distance between competitors of the Office Suite. Rolex differs slightly in that there are a few luxury watch brands in competition, however the brand name is associated with expense and luxury – achieving its brand archetype’s main philosophy. 

Once you’ve figured out which brand archetype best suits your business, it’s time to beginning marketing. If you need assistance with launching your business, get in touch with the experienced team at Undergrnd Marketing. We can assist you in growing your online presence and capitalising on what method works best for your brand.  

Visit our website to get in touch with us.

Got a project in mind?

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