The 12 Brand Archetypes That Make Businesses Successful [Quiz]
What is it you provide that makes your clients' lives better?
You might think the answer is straightforward.
Mops that clean themselves—no more mess!
Cars that are friendly on the environment—no more fossil fuel guilt!
Web design that empowers businesses to own their sites—no coding involved!
But that's not what we’re talking about.
What is it about your brand that makes clients' lives truly better?
Not just in terms of what you sell—but the value you bring to each customer's life?
Comfort? Motivation? Joy?
You might not really know.
Honestly, it's rare that you get feedback that in-depth from your customers. Especially about something that's so hard to pin down.
But determining that special something is exactly how average businesses become successful brands.
Companies invest millions of dollars in consumer research panels and studies. But we don't all have those kinds of resources.
Luckily, there are strategies to help businesses start honing in and finding that key to their brand.
One great tool: brand archetypes.
These are 12 characters that all great brands embody. Each archetype has its own characteristics, strengths, challenges, and unique value it brings to customers.
And anyone can find their archetype—and get a kickstart into those insights that take brands to the next level.
So what are the brand archetypes, and which one are you?
Let's find out!
What is a brand archetype?
A brand archetype is the role that your brand plays in your consumer’s life.
How do you fit into their narrative and what emotions does your brand convey? The brand archetypes will help you answer these questions for your business.
Once you understand which archetypal category your customers have put you in, you can cater to their needs and speak directly to them.
So what are these archetypes, you ask?
The 12 brand archetypes:
The Magician: Logical, analytical, insightful
The Patriarch: Dignified, authoritative, inspirational
The Angel: Optimistic, innocent, pure
The Enchantress: Mysterious, tempting, sensual
The Actress: Glamorous, dramatic, involved
The Troubadour: Joyous, free-spirited, agile
The Jester: Witty, resilient, daring
The Warrior: Confident, powerful, heroic
The Queen: Relaxed, comforting, social
The Mother Earth: Stable, genuine, nurturing
The Matriarch: Organized, systematic, controlled
The Sage: Wise, visionary, mentoring
Let's get specific:
If you're really going to use this archetype as a guide for your business, you need the low down on each one.
The 12 Brand Archetypes
1. The Magician
WHIZZ • EXPERT • EXPERIENCED
Traits of The Magician:
If you're a Magician, your business comes off as logical and insightful. But not cold. Customers trust your expertise and know you'll steer them in the right direction.
Magicians are commonly businesses that are in a specialized industry. If you have a lot of specific expertise that is hard to explain to a layperson, you're most likely giving off a Magician vibe.
The Magician's strengths:
The great thing about Magicians is that your clients trust your opinion. They know that you've got the goods, and they want you to take their pain points off their hands.
The Magician's challenges:
The downfall of Magicians is remaining personal—while communicating your expertise.
Having a business built on insight means you know your stuff, but it doesn't make you instantly likable. But this is easy to fix with kind and supportive messaging, so don't you worry Magician!
Famous Magician: IBM
Famous Magician brand: IBM
2. The Patriarch
DIGNIFIED • STRONG • LEADER
Characteristics:
You have built-in gravitas that makes customers see you as a credible source. Customers perceive your steadfast success as a source of inspiration. Your brand is a noble role model within your industry.
Patriarch archetypes do well in a luxury industry because of their dignified air. People trust that your business knows what's cutting edge and worth their time.
Strengths:
Patriarchs are great at being leaders and guiding their clientele with a steady hand. If you play your cards right, your customer base will trust that you're going to steer them in the right direction.
Challenges:
Be wary of your leadership coming off as condescending. It's an important distinction in your messaging that you are a guiding force, not an arrogant ruler.
Famous Patriarch: Rolex
Famous Patriarch brand: Rolex
3. The Angel
PURE • INSPIRING • NOSTALGIC
Characteristics:
Your customers rely on your business to be optimistic and pure. Your brand is built around spreading joy and inspiring others.
Angel brands are cheery, innocent, and pretty rare. It's tough to navigate a brand that's both benevolent and proactive. But it can be done. Coca-Cola is a perfect example of prominent advertising that does wholesome super well.
Strengths:
Angels are able to pull off whimsical and nostalgic messaging better than anyone else. Being goofy and generally delightful will make your customers excited to hear from you again.
Challenges:
A common pitfall for Angels will be appearing juvenile rather than innocent. Your brand should be going for timeless over trendy, so don't follow whatever 'kids these days' are up to. Follow your angelic moral compass.
Famous Angel: Coca-Cola
Famous Angel brand: Coca-Cola
4. The Enchantress
MYSTERIOUS • ALLURING • EXCLUSIVE
Characteristics:
Your brand is mysterious and tempting. Customers want to be a part of your club so that they feel 'in' on the secret.
With a name like Enchantress, you may think that these brands are typically feminine and seductive, like Victoria's Secret. But that's not necessarily true.
Although Victoria's Secret is a good example, there are a wide variety of brands who stay tempting without crossing into raunchy.
Apple is an Enchantress to look up to because their advertising is always alluring. When Apple releases its newest gadget—there's a line out the door.
Strengths:
A great thing about being an Enchantress brand is that you have built-in momentum in your marketing. When people are on the edge of their seat waiting to hear from you, you don't have to worry about making a splash.
Challenges:
Make sure you don't go quiet on your audience. If you don't give your customers anything to look forward to, you can appear aloof. Or worse, you'll be forgotten.
Make sure your messaging is alluring rather than vague as heck!
Famous Enchantress: Apple
5. The Actress
GLAMOUROUS • SOPHISTICATED • BOLD
Characteristics:
Glamour is your brand's top export. You are sophisticated but not quite intimidating or cold. You're seen as a brand that is innovative while always retaining a strong emotional connection with your audience.
Because Actress brands are all about glamour and drama, they're often luxury or beauty businesses. But no matter what industry you're in, your attitude is bold and unapologetic. You are emotional about your customers and they reciprocate your feelings.
Strengths:
A benefit about being an Actress brand means that you can pull off a daring and dramatic ad better than your competitors.
of all of the perfume and car ads you've seen that have classic music and moody lighting—they're total actresses.
Challenges:
Appearing self-absorbed is the biggest challenge Actress brands face.
It's easy to get carried away with the exciting happenings of your brand. But make sure you still feel emotionally available to customers.
Famous Actress: Chanel
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