Archetype your business. But why?
One of the major tools of brand strategy is a development of Carl Jung’s (the psychologist) summary of the 12 personalities of humankind. Altered to fit the world of business today, the archetype theory fits right into the concept of brand being the combination of thoughts, experiences and associations a human brain has towards a company – which in turn, preferably, create value for the firm.

In essence, it is our human brain, that decides what we think of a brand, and how we want to interact with it.

As business leaders evolve, markets become more competitive and move faster in every conceivable way, brands must become a liquid, ever evolving part of this. Defining what type of brand you (or your products) are today, and where you want to go is an essential part of creating a future-proof business. 

Starting off with understanding who you are today…

You may think that you know your brand. Congratulations, you are one of only 25% of employees / leaders worldwide that truly does. Knowing your brand, means knowing what your key audiences, stakeholders and in the end, customers think of it. And why they think that way about it. And it does not matter if you are Tesla or Apple or Joe’s Bar in southeast Milwaukee, if you have clients, you have people interacting with your brand.

So the starting point of any archetype exploration is to place your brand at the right part of the circle, based on how you are perceived today. By your most important audiences. This usually requires some sort of analysis or stakeholder audit. Don’t forget checking with your employees though. Remember the 25%.

… then who you strive to become.

Making this choice has many implications on how your business should be run, how your brand needs to act and what strategic choices need to be made to make this work. You may be surprised how your brand is perceived today, and even more so when you decide to move your position into a different direction.

Archetypes help companies articulate their purpose and translate their efforts into aspirational milestones and actionable transformations.

Think about it, moving from being a challenger to being a hero demands a completely new set of prinicples, new direction, and certainly new ways of leading the brand. Your visual identity may need updating, your strategy redoing. Even your products may have to be developed or removed altogether to match this new direction.

Regardless, specifying and developing your archetype will engage your stakeholders, and will enable your brand to grow, establish new verticals, and take position. 

Reviewing the twelve archetypes

The archetypes can be useto define the different types of brands we can be, and are designed to match the way humans could be differentiated in terms of character, associations and focus.

In turn, this means we can easily understand and place brands on the archetype circle – they simply represent all of humanity, which we have been around for a few decades.

The four areas of belonging

Archetypes can be grouped into four overarching concepts: Freedom, Indivdualist, Care and Order: 

Freedom is reserved for the group of brands that are not to be supervised, that can freely do what they want and usually don’t need to follow the norms of society, branding and communication. These brands are often perceived as playful, creative and somewhat unpredictable.

Individualist brands are close to freedom brands, but are even more focused on going their own way. Often innovators and leading players that made their unpredictability into an asset of high speed development, innovation and resulting customer love.

Order brands are safe, predictable and leading corporations, often found on top of their industries with clear corporate principles and educational perspectives. They are benchmarks and are often used as examples of the trade. They are often challenged by individualist brands, and are able to withstand the attacks simply due to size and patience that comes with legacy.

Social brands are the ones that truly want to create a fundamentally better way for customers, planet and products. Often heavily invested in sustainability and accessibility they are the ones that are loved by their audiences and will always try to combine good business with using their impact for the better. 

The real deal – the twelve groups of brands

A circle has no edges, and neither do the twelve groups. Brands flow freely in between the archetypes, and we will often see brands evolving from one to the other. Even moving far away from the original spot on the circle.


A rebel is breaking the rules. Never taking no for an answer, the rebel deliberately does things different, sometimes on the very edge of society and norms, and breaks away from tradition in almost everything they do.

Example Rebels are Red BullKahoot and Harley Davidson


Challenger brands are close to the rebels but focus more on challenging how processes, products, and people usually do things. They create an alternative universe, often better, more efficient, and more intuitive than what we are used to. They often challenge legislation and general regulations.

Example Challengers are UberAirBnB and Lemonade Insurance


Creators use existing assets, thoughts and problems and turn them into opportunities. Extremely creative, they are visionary and very passionate about their mission of creating better solutions to known problems and processes. Not necessarily challenging existing solutions, but becoming a fierce competitor by creating better ones.

Example Creators are Lego and Space X


Everybody wants to be a hero. Moving on from being a challenger or creator, hero brands are the undisputed leaders of the space they command. Often challenging new markets with constantly creating new verticals they are risk-taking winners.

Example Heros are AppleMicrosoft, and Amazon 


Magician brands are close to heros, but even more risk taking and on a mission to change the status quo through constant, successful innovation. Changemakers at the core they usually are never “too big to fail” and often define the market they are in. Magician brands are perceived as amongst the most creative as well.

Example Magicians are TeslaSpotify and Disney


Your mentor is the one you trust. Educational and leading at the core, mentor brands are a benchmark for society and the market they are in. Usually very focused on development and research on top of owning a large part of the value chain, they are the voice of that category.

Example Mentors are McKinseyUnited Nations, and Deutsche Bank


Regent brands are very close to mentors however less focused on the educational aspect of their being. They are often leading their industry by size and competence, and are predictable, trusted brands that often go back a few decades.

Example Regents are Mercedes Benz and Formula One


Innocent brands can’t do any harm, and they preferably want to prevent others from doing it. Truly preoccupied with the well-being of their customers, they come across as trusted, warm and caring on all levels. Also very predictable and often high-quality.

Example Innocents are Dove and Toyota


The Everyman is there for everyone. They are interested in all of humanity and offer products and services that are accessible, diverse, and often high value for money. They will often have a wide range of products that fit a large market and own much of the value chain.

Example Everyman are IKEAWalmart and H&M


Closely related to the Innocent, the caretaker takes the well-being a step further. Very focused on sustainability, ethics and an overall positive footprint, caretakers are the ones you turn to for inspiration in doing good and caring for society, clients and, the planet itself.

Example Caretakers are Patagonia and The Body Shop


A magnetic brand that is very caring, passionate and dreamy. Sometimes even idealistic but could also be highly commercial triggering warm emotions. You will find communication and products of these brands as very tailored to a specific emotion of their audience, making them feel better.

Example lovers are ChanelHallmark, and arguably Nintendo


Joker brands are fun, spirited and usually lead their market not necessarily by size but by recognition. Often politically active, they tend to surprise and polarize, and with that, win their audiences.

Example jokers are Ben & Jerry’sOatly, and Southwest Airlines 

The quest for a core narrative

“We need a new narrative” is not uncommon to hear in executive meetings. It’s no longer enough to say “we make great shoes”. Nowadays it’s too easy for a story to become generic or outdated. It must inspire, excite, attract, and engage. And it needs to be unique. To your brand alone. And so – in comes the core narrative. A strategic, and fundamental story that defines your brand.

Read the story Combined Shape

Time for a rebrand? Well. Maybe.

Rebranding is a powerful strategic tool to reposition a firm, or manifest a new direction. This is a perspective on the do’s and dont’s, and what to consider before you inform your board.

Read the story Combined Shape

When customers, employees, and stakeholders love your brand, you fuel growth and create a platform for long-term success.

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