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  • Writer's pictureHolly Thomson

12 Brand Archetypes: Which One Are You?

Updated: Feb 14, 2022

Your brand is who you are as a business and how you connect with your audience.

Working out which of the twelve archetypes you identify with will build a clear picture for you and your customers about how you present your brand and what makes it different. It strengthens your brand story and helps you stand out, while leaving your audience with a lasting impression.

As much as we love a shiny logo and a kick-ass colour scheme, good looks will only get you so far. A recognisable personality will work much harder for you.

Think about it -

Why do certain brands appeal to you? Do they make you laugh? Make you feel good about yourself? Motivate you?

Chances are, they’re probably smashing their brand voice and delivering consistently because they know who they are and how they want to be perceived. Before you know it, you’ve caught the feels.

So let’s take a look.


Disruptive, rebellious, a desire for revolution

Copy is bold and dares to challenge

Could be overheard saying: “Rules are made to be broken”

Brand examples: Harley-Davidson, Virgin

Pop culture icon: Greta Thunberg


Passionate, empathetic, indulgent

Copy is sensual and persuasive

Could be overheard saying: “Take a moment for yourself - you know you want to”

Brand examples: Chanel, Häagen-Dazs

Pop culture icon: Marilyn Monroe


Ambitious, fearless, daring

Copy is aspirational and values freedom

Could be overheard saying: “Life begins at the end of your comfort zone”

Brand examples: Patagonia, Jeep

Pop culture icon: Bear Grylls


Refined, articulate, commanding

Copy is powerful and shows expertise

Could be overheard saying: “Power is everything”

Brand examples: Rolex, Mercedes

Pop culture icon: The Godfather


Informed, transformational, creating the impossible

Copy is imaginative and mystical

Could be overheard saying: “I can make your dreams come true”

Brand examples: Disney, Dyson

Pop culture icon: Gandalf


Fun, irreverent, in the moment

Copy is playful and light-hearted

Could be overheard saying: “Here for a good time, not for a long time”

Brand examples: Skittles, Old Spice

Pop culture icon: Ace Ventura


Reassuring, caring, warm

Copy is compassionate and supportive

Could be overheard saying: “Putting others before ourselves”

Brand example: Fairy, Toms

Pop culture icon: Miss Honey (Matilda)


Intelligent, understanding, seeking information

Copy is guiding and knowledgeable

Could be overheard saying: “The truth will set you free”

Brand examples: Audi, Google

Pop culture icon: Yoda


Brave, empowered, accomplished

Copy is candid and inspirational

Could be overheard saying: “Where there’s a will, there’s a way”

Brand examples: Nike, FedEx

Pop culture icon: Michael Jordan


Approachable, authentic, accessible

Copy is relatable and casual

Could be overheard saying: “We’re just like you”

Brand examples: Lynx, IKEA

Pop culture icon: Matt Damon


Inspirational, innovative, original

Copy is provocative and expressive

Could be overheard saying: “If it can be thought, it can be created”

Brand examples: Lego, Apple

Pop culture icon: Doc Brown (Back to the Future)


Honest, simple, ethical

Copy is wholesome and optimistic

Could be overheard saying: “Pure happiness? It’s simple”

Brand examples: innocent, Dove

Pop culture icon: Forrest Gump

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