Key Takeaways: Customer segments are closely linked to brand archetypes. A brand may have multiple archetypes, but it can emphasise the one that best reflects its vision. This article explores six key archetypes (The Sage, The Everyman, The Caregiver, The Outlaw, The Magician, and The Lover), how brands use them in marketing and real-life examples that bring each archetype to life. Each archetype enables a brand to create a distinct voice that truly resonates with customers.