12 Brand Archetypes: How Brand Personality Drives Strategy (Part 2)
- Pei Yen Hew
- Dec 31, 2025
- 4 min read
Key Takeaways:
The Creator and The Hero are driven by purpose and transformation. They seek to make an impact, whether by innovating (The Creator) or overcoming challenges to achieve greatness (The Hero).
The Explorer and The Jester crave new experiences and dislike restriction, though in different ways. The Explorer seeks adventure and self-discovery, while The Jester seeks joy, fun, and spontaneity.
The Ruler thrives on leadership, structure, and influence, while The Innocent values simplicity, trust, and optimism.
The 12 Brand Archetypes, as introduced in the previous post, are an important framework for understanding the relationship between a brand and its customers. Besides the six archetypes previously discussed, The Sage, The Everyman, The Caregiver, The Outlaw, The Magician, and The Lover, this article will walk you through the remaining six: The Jester, The Ruler, The Creator, The Innocent, The Hero, and The Explorer.
Knowing Your Archetype Matters for Brand Growth
These archetypes help brands clarify their personality and communication style in the long run. By identifying the right archetype, businesses can connect stronger emotions and create more consistent storytelling across every touchpoint. Let's go deeper.
The Innocent: The Optimist Who Celebrates Goodness in Self and Others
The Innocent is an optimistic personality type, focusing on happiness and simplicity. They resonate with brands that make them feel safe and appreciated. Brands that appeal to the Innocent emphasise honesty, positivity, and authenticity. To connect with them, communication should be straightforward and trustworthy. Negative or manipulative messaging will ultimately drive them off.
Dove's Self-Esteem Project reflects the archetype by championing real beauty, self-acceptance, and gentle care, positioning itself as sincere, trustworthy, and emotionally safe. Meanwhile, McDonald’s taps into innocence through familiar flavours, cheerful visuals, and family-friendly moments. Coca-Cola associates its brand with joy, togetherness, and timeless happiness, using bright imagery and feel-good storytelling to evoke warmth and nostalgia.
The Ruler: The Power-Driver Leader with Commanding Influence
Rulers crave control and authority, projecting confidence and responsibility in everything they do. They see themselves as top-tier and expect others to match their level. To engage them effectively, position your brand or product to emphasise exclusivity, prestige, and VIP treatment, making them feel like the ultimate decision-maker and at the peak of success.
Brands like Hugo Boss capture this archetype by promoting confidence, sophistication, and the power to stand out and succeed. With the slogan "Be Your Own Boss," they inspire individuals to take control of their destiny and embrace leadership in every aspect of life. Moreover, Rolex aligns with the Ruler through its association with achievement, precision, and elite performance, celebrating individuals who strive for excellence and surpass limits.
The Creator: The Innovation Maker Who Transforms Ideas into Realities
Thinking differently and expressing ideas creatively are core traits of The Creator. This archetype sparks the audience’s imagination and innate desire to build and innovate. They fear stagnation or imitation, and their strength lies in turning vision into something meaningful and uniquely their own. Strategy to target them? Focus on originality or experiences that let them bring ideas to life, while showing them possibilities rather than restrictions.
YouTube and Crayola both strongly embody the Creator Archetype, as they inspire imagination, self-expression, and the joy of making something unique. YouTube empowers users to create and share content, turning everyday ideas into videos that reach a global audience. Meanwhile, Crayola provides tools that let children and adults bring their visions to life through colour and art. Audiences are drawn to them because of the freedom to create, learn, and showcase originality.
The Jester: The Fun-Seeker Who Brings Joy and Laughter Everywhere
The personality type most associated with the Jester archetype is the Influential ("I") person within the DISC model. They love to entertain, lighten the mood, and bring joy to themselves and others, often using wit to connect with others. Their fear is boredom or being seen as dull, so they constantly seek excitement and laughter. Campaigns that make them smile, laugh, or feel part of a fun community can resonate strongly.
For example, M&M’s uses colourful characters and witty campaigns to bring joy and lightheartedness to snack time. Their ads often feature funny situations and playful banter, making the brand feel approachable and entertaining. Similarly, Old Spice fits the Jester archetype through its humorous and over-the-top commercials, making personal care fun and memorable. Its playful and unexpected tone turns a routine product into a source of entertainment and laughter.
The Hero: The Upstanding Citizen Who Stands Up Against Injustice
The Hero archetype is driven by a desire to do what is right and often sees themselves as the nemesis of bullies. Heroes are motivated by challenges and their highest ambitions, seeking opportunities to prove their strength and courage. Brands must cheer people on and celebrate wins to tap into the Hero archetype, showing courage, determination, and that unstoppable “go for it” energy.
Nike and Adidas both embody the Hero Archetype, inspiring people to push past limits and become stronger versions of themselves through sport. With powerful slogans and bold campaigns, each brand calls its audience to rise to the challenge. Their products are framed as tools that help everyday athletes achieve extraordinary goals. Their heroic spirit feels so alike in motivating the world to “just do it” and never give up.
The Explorer: The Freedom-Seeker Who Thrives on Adventure and Discovery
The Explorer values freedom, adventure, and discovery, always seeking new experiences and pushing boundaries. They dislike feeling trapped or limited and are drawn to the unknown and unconventional. To engage them, brands should highlight opportunities for adventure, self-expression, and unique experiences. Messaging that emphasises discovery, personal growth, and curiosity will appeal to their adventurous spirit.
The North Face inspires exploration through durable gear designed for outdoor challenges. Their campaigns highlight rugged adventures and self-discovery, motivating people to venture into the unknown. By focusing on freedom and personal growth, The North Face connects with those who seek new experiences. Similarly, GoPro empowers adventurers to capture every thrilling moment, from mountain climbs to surfing waves and encourages users to share their journeys with the world.
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