Brand Personalities & Archetypes Reference Chart
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Reference Links:http://brandpersonalityquiz.com/take-the-quiz/http://www.archetypesinbranding.com/
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ArchetypeDescriptionVoiceArchetype ManifestationPersonality TraitBrand Personality DirectionTypesMotivationTalentsSub-ArchetypesAKACore DesiresBrand MessageMottoExamples
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Ruler
Upperclass
Royalty
Leader
One word: Control. The Ruler wants to create a prosperous and successful family, company, or community. Brands that enhance or promote power, help people become and stay organized, or promise safety and stability in a chaotic world are easily identified as Ruler archetypes.

The Royal is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.
Refined
Articulate
Authoritative
Stability
Control
Reliable
Tough
Upper Class
Competence
Ruggedness
Sophistication
OrderProvide for others

Give the world structure
Leadership
Power
Sophisticated
Influential
Luxurious
Assertive
Responsibility
Ruler
Sovereign
Judge
Ambassador
Patriarch

Boss
Leader
Chief
Power Broker
Boss, leader, aristocrat, king, queen, politician, role model, manager, administrator

Organized, controls the chaos

Believer, dignified, authoritative, inspirational

Productive, responsible, logical, confident
Help others feel wealthy, powerful, and influential

Create a prosperous, successful family or community

To control (in order to lead)

To create a prosperous, successful community with a sense of security and stability in a chaotic world
You have arrived, you’ve earned your status, you deserve the best or nothing

High-status product or service used by powerful people to enhance their power

Feel more organized, stable, secure
Power isn’t everything, it’s the only thing

Control is power
IBM, Microsoft, Mercedes-Benz, Rolex, Louis Vuitton, Dolce & Gabana, Rolls Royce, American Express
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Creator
Artist
Maker
Dreamer
The Creator’s core desire is to create something of enduring value and give form to a vision. Brands that encourage self-expression; provide choices and options; help foster innovation; or are artistic or creative in design embody the Creator archetype.

Being the Creator, you’re inventive, unique, and vibrant – and it’s all by your own design. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.
Descriptive
Visual
Symbolic
Stability
Independence
Control
Imaginative
Unique
Upper Class
Excitement
Excitement
Sophistication
OrderProvide for others

Give the world structure
Innovation
Expressive
Inventive
Idealistic
Different
Creativity
Creator
Visionary
Storyteller
Artist
Entrepreneur

Innovator, Designer, Craftsman
Artist, inventor, innovator, muse, musician, writer, dreamer

Non-conformist

Creative, imaginative, visionary, quirky, individual
Create something of value
Bring a vision to life
Activating the imagination

Realize a vision

To innovate
Express your individuality with no limits
Create your vision
Pursue inspiring originality

Promote self-expression
Give choices and options
Foster innovation
Artistic designs

Believe in what’s possible

To realize a grand vision and create things of enduring beauty and value
Be a creator not a reactor

Imagine the possibilities
Lego, Sony, Dyson, Adobe, Crayola, Canon, HGTV
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Caregiver
Mother
Nurturer
The Caregiver’s aim is to protect people from harm and help others. Brands that serve families and that place a high value on customer service, especially those in the healthcare, education, or non-profit/charitable space, are labeled as Caregiver archetypes.

The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those in your fold feel considered, safe, and supported in their pursuits.
Considerate
Thoughtful
Kind
Encouraging
Stability
Belonging
Control
Embraced
Welcoming
Genuine
Sincerity
Sincerity
Sincerity
OrderProvide for others

Give the world structure
Service
Empathy
Compassion
Care
Loving
Generous
Selfless
Warm
Caregiver
Guardian
Samaritan
Healer
Angel

Nurturer
Altruist
Helper
Saint, altruist, parent, helper, supporter

Maternal, nurturing

Compassion, generosity, selflessness, empathy
Help take care of others
Help those in need
Give the best care possible

Help others

To serve others

To help and heal others by providing for their needs
Everyone deserves the best care
Strive to care for others in need

Give a competitive advantage
Serve the public sector (healthcare, education, aid, etc.)

Feel understood and protected
Its not how much you do but how much love you put in the doing

Lover your neighbors as yourself
Mother Theresa, Johnson & Johnson, UNICEF, Heinz, Vicks, Pampers, Campbell’s, TOMS, Gerber, Allstate, Kleenex
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Jester
Joker
Comedian
Just like the class clown from high school, the Jester wants to live in the moment with full enjoyment. He only wants to have a great time and lighten up the world. Look past the laughter and that silly hat and you will see brands that help people have a good time and embrace a fun-loving, freewheeling culture.

The Entertainer is a whole lot of fun! You’re humorous, light-hearted, and the life of any party. You’re playful, and it’s contagious. Above all, you’re excited to help others get more enjoyment out of life!
Funny
Witty
Enthusiastic
Self-deprecating
Belonging
Mastery
Enjoyment
Genuine
Charming
Imaginative
Sincerity
Sophistication
Excitement
SocialCreate a connection

Connect with others
Pleasure
Frivolity
Humor
Entertaining
Funny
Playful
Optimistic
Mischievous
Outgoing
Joy
Jester
Entertainer
Clown
Provocateur
Shapeshifter

Goofball
Performer
Fool, trickster, joker, practical joker, comedian

Light-hearted, quirky, irreverent, zany, never boring, enjoyment

Troubadour, free-spirited, agile

Life of the party, create fun, energetic, entertaining
To bring joy & laughter to others
Bring light to the world
Help others have a good time

Have a great time and lighten up the world

To enjoy life

To live in the moment and lighten up the world, to entertain people through humor and fun
Life is too short to be serious, enjoy yourself, laugh & have fun

Give people a sense of belonging

Have more joy and laughter in daily life
Life is short, smile while you still have teeth

Have fun
Nintendo, Muppets, M&M’s, Skittles, Old Spice, Budweiser, Ben & Jerry’s, Bacardi, Coca-cola, Dollar Shave Club, GEICO, Taco Bell, Southwest
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Lover
Seductress
Beauty
More than anything in the world, the Lover wants to attain intimacy and/or experience sensual pleasure. The goal is to be in relationships with the people, work, experiences, and surroundings it loves. Examples of the Lover archetype are brands that help people find love/friendship or that foster beauty, communication, or closeness between people.

As the Lover, you are passionate and devoted to your people. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to blazoning your brand message.
Affectionate
Sensory
Beautiful
Emotional
Belonging
Stability
Enjoyment
Welcoming
Charming
Embraced
Sincerity
Sophistication
Sincerity
SocialCreate a connection

Connect with others
Intimacy
Passion
Harmony
Provocative
Playful
Desirable
Sexy
Gratitude
Appreciation
Commitment
Lover
Romantic
Compassion
Hedonist
Matchmaker

Sensualist
Pleasure-seeker
Partner, friend, intimate, enthusiast, sensualist, team-builder

Warm, giving

Enchantress, soul, mysterious, tempting

Passionate, people-person, committed, prideful, spellbinding
Feel more attractive in one’s own skin
Feel more intimacy in relationships
Feel desired

Being in a relationship with the people, work and surroundings they love

To pursue perfect enjoyment through physical experiences
Feel beautiful in your own skin
Do it with passion
Be who you are
Be impossible to ignore

Help people belong, find friends, or partners
I want to be your best friend, your naughty lover, your partner in life

Follow your bliss
Victoria’s Secret, Baileys, Haagen-Dazs, Chanel, Magnum, BMW, Dior, Estee Lauder, Durex, Christian Louboutin, Godiva, Versace, Food Network
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Regular Guy/Gal
Everyman/woman
Orphan
Friend
Guy/Gal Next Door
The Everyman wants only to belong and fit in and desires to connect with others. The mark of the Everyman is prominent on brands with a down-home culture, that create things used in everyday life, and that help people feel that they, too, belong.

The Girl/Guy Next Door is friendly, down-to-earth, and loyal. You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.
Friendly
Humble
Empathetic
Inclusive
Belonging
Enjoyment
Welcoming
Reliable
Genuine
Sincerity
Competence
Sincerity
SocialCreate a connection

Connect with others
Connecting
Friendly
Honest
Practical
Down-to-earth
Trustworthy
Straightforward
Sociable
Realism
Empathy
Lack of pretence
Everyman
Citizen
Advocate
Servant
Networker

Egalitarian, Best Friend, Regular Joe
Good ol boy/girl, everyman, person next door, realist, working stiff, solid citizen, good neighbor, silent majority

Folksy, supportive, solid virtues, democratic, equality, community

Values-driven, accessible, practical, warm, trusting
Give others a sense of belonging
Everyday functionality
Connecting with others

To belong or fit in

To bond with others through common experiences by being humble, hard-working, and friendly
Everyone is equal
Be honest and friendly
Build a community

Offer everyday functionality and practicality
I’m just like you and you’re just like me. What’s mine is yours.

All for one and one for all
eBay, IKEA, Visa, Levi’s, KitKat, KFC, Volkswagen, 7-Eleven, Target, Toyota, Gap, Covergirl, Trader Joe’s, Habitat for Humanity
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Outlaw
Rebel
The Outlaw is all about revolution and seeks to destroy what is not working. Brands that identify with values at odds with those of society at large, that pioneer new and revolutionary attitudes, or whose products literally destroy something (e.g. a bulldozer) fall into this category.

As the Maverick, you are bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.
Bold
Candid
Raw
Honest
Mastery
Independence
Risk
Adventure
Tough
Charming
Excitement
Sincerity
Sophistication
EgoLeave a legacy

Change the world
Liberation
Revolution
Fearless
Disruptive
Rebellious
Free-Spirited
Dangerous
Outrageousness
Radical Freedom
Rebel
Activist
Gambler
Maverick
Reformer

Game-changer
Challenger
Revolutionary
Misfit
Rebel, revolutionary, wild man/woman, misfit, iconoclast

Change-maker, rule-breaker, edgy, shocking
Disrupt the status quo
Demand more
Live by own rules

Overturn what isn’t working

Liberation

To rise up in the face of opposition and challenge the status quo
Don’t settle for the status quo, break the rules, and live life the way you want

Appeal to those who feel disenfranchised from society
Live life on your own terms

Rules are made to be broken
Harley-Davidson, Virgin, Apple, PayPal, Rimmel, Urban Outfitters
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Magician
Wizard
Visionary
Dreamer
The Magician archetype wants to make dreams come true through knowledge of the fundamental laws of how the world works. In addition to a white rabbit, from his hat the Magician pulls brands that are transformative, have a spiritual or psychological component, or help to expand consciousness.

As the Magician, you may manifest as a visionary, an inventor, or even a spiritual guide. But while the process and path to results may vary, all Magicians have one common goal – to transform lives.
Expansive
Moving
Articulate
Story-Rich
Mastery
Belonging
Risk
Embraced
Reliable
Imaginative
Sincerity
Competence
Excitement
EgoLeave a legacy

Change the world
Power
Transformation
Magic
Wonder
Mystical
Enchantment
Knowledge
Find win-win solutions
Make the complex appear simple
Magician
Alchemist
Scientist
Engineer
Innovator
Visionary, catalyst, inventor, charismatic, leader, shaman, healer, medicine man

Inspirational, imaginative, spiritual

Thought, logical, analytical, insightful

Empowering, charismatic, fascinating, spirited
Make dreams come true
Transform your world
Make the impossible possible

Power (to make magical things happen)
All your dreams can come true if you have the courage to believe

Product/Service is transformative
Make dreams come trueDisney, Apple, Olay, Axe, Absolut, Dyson, MAC, Coca-Cola, Red Bull, TED, Make-A-Wish, Mastercard
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Hero
Warrior
Champion
The Hero strives to prove worth through courageous and difficult action and to exert mastery in a way that improves the world. Look behind that flowing cape to find brands that help people perform at their best, address a major social problem, and incite people to take action.

Being the Hero, you are a warrior, and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. We look up to you. You inspire us, as you overcome challenges like a champion.
Motivational
Confident
Empowering
Mastery
Risk
Adventure
Genuine
Tough
Excitement
Sincerity
Ruggedness
EgoLeave a legacy

Change the world
Courage
Protecting
Inspiration
Strong
Limitless
Confident
Determined
Brave
Hero
Warrior
Athlete
Rescuer
Liberator

Protector
Defender
Warrior, crusader, rescuers, superhero, savior, soldier, dragon slayer, winner, team player

Bold, honorable, confident

Brave, self-disciplined, direct
Bring out the champion in others
Challenge others
Push the limits
Inspire others to be their own hero

Expert mastery in a way that improves the world

Mastery (in order to make the world a better place)

To save the day and protect others from harm through courage acts and self-sacrifice
You have what it takes to do the impossible, be your strongest and best self possible

Underdog or challenger
Strong services/products that help people do tough jobs exceptionally well

Rescue your from your troubles
It always seems impossible until its done

Where there’s a will there’s a way
Nike, Superman, FedEx, Snickers, Orbit, Land Rover, Adidas, Mr. Clean, BMW, U.S. Army
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Sage
Thinker
Teacher
Expert
Wise
Guided by the discovery of truth, the Sage uses intelligence and analysis to understand the world. Look at brands that provide expertise or information and that encourage people to think and you will see the Sage at work.

The Sage is analytical and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.
Dignified
Wise
Curious
Intelligent
Independence
Stability
Fulfillment
Unique
Reliable
Imaginative
Excitement
Competence
Excitement
FreedomExplore new worlds

Find paradise
Knowledge
Wisdom
Curiosity
Understanding
Educated
Authoritative
Seeks Truth
Problem Solver
Curious
Trustworthy
Intelligent
Sage
Mentor
Detective
Shaman
Translator
Expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, thinker, planner, professional, mentor, teacher, contemplative, guru

Visionary, trusted source of information, thoughtful, advisor

Objective, diligent, detail-oriented, zealous
Help others better understand the world
Provide practical knowledge and strategies

Use intelligence and analysis to understand the world

To understand

To understand the truth and teach others what you know
Education is the path to knowledge, be a life-long learner, and use it to change the world

Provide expertise or information to others

Help other by sharing knowledge
Intelligence without ambition is a bird without wings

To know is to grow
BBC, CNN, Google, Oprah/OWN, NPR, Quora, Audi, IBM, Wikipedia, National Geographic, The Wall Street Journal, Harvard University, Discovery Channel, Mayo Clinic, Barnes & Noble
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Explorer
Adventurer
Traveler
The Explorer yearns for the freedom to discover the world and experience a better, more authentic, and more fulfilling life. Brands with Explorer traits are often those that help people feel free, are nonconformist, are pioneering, and offer sturdy or rugged products.

As the Explorer, you are the trailblazer, the adventurer. You are among the few who dare to literally (or figuratively) investigate the world. You help us find more of the freedom and fulfillment we seek.
Open-minded
Resourceful
Cultured
Freeing
Independence
Fulfillment
Adventure
Unique
Tough
Excitement
Sincerity
Ruggedness
FreedomExplore new worlds

Find paradise
Freedom
New Experiences
Loves A Challenge
Daring
Limitless
Ambitious
Autonomy
Being true to one’s soul
Explorer
Adventurer
Pioneer
Generalist
Seeker
Seeker, iconoclast, wanderer, individualist, pilgrim

Independent, wanderlust

Self-motivating, ambitious, authentic
Escape modern society, discover new experiences, explore the path less traveled

To experience a better, more authentic, more fulfilling life

To be free

To find out who you are through exploring the world. Excited and challenged by the opportunity to blaze a new trail.
Experience life with no limits, live a life of freedom, play outside the rules

Help people feel free
Nonconformist/pioneering

Help people have new adventures, experiences, and discoveries
Escape the ordinary

Live adventurously
Patagonia, Jeep, Marlboro, The North Face, Corona, Red Bull, Starbucks, Ford, GoPro, Pier One, Kashi, Subaru
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Innocent
Purist
Idealist
Hopeful
Maiden
Don’t worry, be happy! is the motto of the Innocent archetype. It wants to find and experience paradise. Brands that are associated with goodness, morality, simplicity, nostalgia, or childhood are identified as Innocent archetypes.

The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand loves simplicity – the world doesn’t have to be complicated.
Simple
Concise
Cheerful
Optimistic
Independence
Mastery
Fulfillment
Genuine
Unique
Reliable
Sincerity
Excitement
Competence
FreedomExplore new worlds

Find paradise
Safety
Happiness
Dreamer
Cheerful
Optimistic
Feel-good spirit
Wholesome
Honest
Kind
Faith
Innocent
Child
Dreamer
Idealist
Muse

Traditionalist
Angel
Utopian, traditionalist, naive, mystic, saint, romantic, dreamer

Positive, good, pure, simple, young, loyal, trustworthy, moral, reliable, good virtues, nostalgic, see the good, do the right thing

Angel

Sweet, charming, sense of wonder, cheerful, playful, warm-hearted
Live in a loving, happy world
Live care-free
Make life simple
Discover your perfect world

To be happy

To achieve a happy, simple, and pure life by spreading optimism and doing the right thing.
Enjoy the simple pleasures in life
Live life happy
Free to be yourself

Offer a simple solution to a problem

Help people feel great on the inside
Be you, be happy

Life is good
Dove, Ben & Jerry’s, Coca-cola, Nintendo Wii, Johnson & Johnson’s, Snuggle, Orville Redenbacher’s, The Honest Company, Charmin, McDonald's
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