There are twelve main brand archetypes: The Innocent (the desire for security) Everyman (membership) Hero (mastery) Outlaw (release) Explorer (freedom) Creator (innovation) Ruler (control) magician (power) lover (intimacy) Caregiver (service) jester (pleasure) Sage (understanding) To find your archetype, ask yourself the following questions: What brand values do you want to communicate?
Is there a historical/mythical personification Real Estate Photo Editing of said values? Do you want to bring a sense of luxury or affordability to your customers? What non-verbal and emotional associations do you want to create for your brand? Here are some concrete examples of archetypes used to build a brand image: Nike: This well-known clothing brand is also the name of the ancient Greek goddess who personified victory.