fundamental brand archetypes

Your Guide to Fundamental Archetypes

What are Fundamental archetypes?

“Archetype,” as a word, has ancient Greek origins that translate to “original patterns.” In a sense, archetype as a combined meaning refers to original patterns from which highly similar human personas are fashioned.

Carl Gustav Jung is famous for applying archetypes to human pyschology. He believed universal archetypes lived within the collective human psyche. Therefore archetypes, as we know them – and will discuss them here – represent “represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions.”

Why You Need to Know This

There are countless archetypes; however, Jung defined 12 primary archetypes, each with its own set of motivations, values and personality. Generally speaking, we all possess several archetypes within us but one will to hold primary residence in our personality. It’s helpful to know and understand archetypes as you develop your brand, because what appeals to you will appeal to your perfect audience – i.e. your soul tribe.  Further, understanding archetypes helps you understand people you know – friends, siblings and coworkers – and gives you a little insight into their personal design. 

12 Fundamental Archetypes

fundamental brand archetypesCaregiver

Caregivers are nurturers by nature. They’re selfless, altruistic, compassionate, patient and hold a lot of empathy.

Caregivers love to serve and look after others. They hold space for others to share concerns. Caregivers are the ones you get advice from. They provide the shoulder to cry on and always have your best interests at heart.

Caregivers are self-directed, and self-confident, giving them powerful energy that lends others to let their guards down and express themselves fully as well. Caregivers find satisfaction and meaning in supporting, empowering and caring for others, however small, giving them the push needed to strive for greatness in their lives.


  • Angel
  • Guardian
  • Healer
  • Samaritan


Citizens are deeply aligned to values of personal integrity, fairness and community. Responsibility and equity are cornerstones of their beliefs, as they find freedom in responsibility. Citizens are changemakers willing to put others ahead of themselves, and believe in a broader perspective of living that equates to the positive well-being of mankind.

Citizen archetypes are conscious in their efforts and deliberately shape their identity in their communities and stewardship. Citizen strengths ae accountability, respect, fairness and the ability to take on hard work.

Citizens have an admirable amount of energy and optimism, and it’s balanced with pacing and pragmatism.


  • Advocate
  • Everyman
  • Networker
  • Servant


Creators are passionately driven to self-expression. Creators design things that transmute the need to find meaning in life to something that’s tangible, powerful and meaningful.

Creators are cultural pioneers that notice and act upon the need for innovation, invention and reinterpretation. They value inner expression, and will dedicate their lives to promoting internal ideas through creative, imaginative tools.

Creator strengths are nonlinear thought, nonconformity, creativity, imagination – and of course, developed aesthetic.


  • Artist
  • Entrepreneur
  • Storyteller
  • Visionary


Explorers crave new experiences, and will do almost anything to avoid boredom and entrapment. Explorers desire new perspectives, and indulge themselves in uncharted territory.

At the heart of this archetype lies the need to hit the open road and live life in an individualistic environment. Explorers acquire internal understanding through external experiences interacting with the world.

The Explorer’s insatiable desire for independence is fortified by their archetypal strengths of bravery, freedom, self-sufficiency and taste for discovery.


  • Adventurer
  • Generalist
  • Pioneer
  • Seeker


Everyone loves a hero. Heroes redeem society by overcoming great odds in acts of self-sacrifice, courage and goodness. They’re deeply admired by people who value and appreciate their willingness to risk everything for others, and their stamina, strength and bravery.

The Hero archetype can be found in many instances and under many disguises. Heroes desire to understand the inner forces of life and nature. They also live to experience the fullest expression of self in all circumstances, especially challenging ones.

Hero qualities are highly universal and live within everyone. The Hero’s Journey, in writing and in general, is seen as a universal tale of personal transformation. It also includes a dark night of the soul, which is something that precedes transformation into a new life.


  • Athlete
  • Liberator
  • Rescuer
  • Warrior


Innocents have an uninhibited sense of wonder. They love life, they love experiences and they’re full of natural curiosity. Pure and free, Innocents are sometimes criticized for being too naive and ignorant of the world, but they possess no hidden motives, trusting and forgiving freely.

Innocents trigger nostalgia. We all wish we could be so open, loving and carefree, but life hardens us and shows us that this isn’t always the best thing for us. (So we feel.) Innocent archetypes’ positive vibes can be too much for the soul that’s rooted in distrust and fear.

Innocent strengths include purity, freedom, trust and unconditional love. They are glowing orbs of bright, sparkly love in a cold world of darkness.


  • Child
  • Dreamer
  • Idealist
  • Muse


Jester archetypes are playfully humorous and philosophical. They remind us that we have the freedom to choose what we want in life. Jesters live in the moment, and have the ability to bend perspective and speak truth to those in powerful positions.

Jesters appreciate beauty, surprise, intellect and innovation. Jesters are really interesting to examine. They transcend things like convention, tradition and societal norms, and use parody, satire, comedy and intellect to penetrate social circles.

Jester archetypal strengths include wicked humor, irreverence, ability to live in the present and originality with powerful social skills.


  • Clown
  • Entertainer
  • Provocateur
  • Shapeshifter


Lovers – oh my. These may be my FAVORITE… because it’s (one of) my primary archetypes. Lovers are uninhibitedly passionate about beauty, intimacy and connection. They aren’t irrational, but their transcendental beliefs are emotional in nature, as they know love is the highest experience the human experience has to offer. As a result, Lovers delight in sensory and sensual experiences.

Lovers are driven by the desire to give, receive, attract and nurture life-affirming, intimate love. Lover archetypes have a desire for intimate connection to self and others. Unfortunately, because of their openness, trust issues are a challenge for this archetype to overcome, especially if they’ve been hurt in the past.

Lover strengths are faithfulness, expansiveness and passionate sensuality, sexuality and spirituality. (;) Come get it, bae.)


  • Companion
  • Hedonist
  • Matchmaker
  • Romantic


Magicians have a passion for understanding the fundamental laws of the Universe that allow them to manifest dreams into reality. Magicians connect to ideas of synchronicity, flow and the mysteries of the Universe.

Dynamic, influential and creative, the Magician is charismatic and clever. These archetypes know secrets and move effortlessly through various worlds and dimensions. They have a natural understanding of energy dynamics, seasons, science, the stars and the soul.

Magicians are fearlessly rooted and self-sufficiency and self-preservation. Magicians can detach from the world at will, and they’re trusted advisors in times of crisis and chaos.


  • Alchemist
  • Engineer
  • Innovator
  • Scientist


Rebels are the mavericks of the archetypes. Rebels aren’t universally admired, but they possess a broad appeal that triggers outrage for societal paradigms that are supported by general narcolepsy.

Rebels shake shit up.

They have to; if you’re asleep, they’ll consider you one of the Walking Dead and bitch slap you into reality. Rebels are a force to be reckoned with, using bold leadership, courage and power to dispel collective fear and empower everyone to rage against the machines that intimidate and control them.


  • Activist
  • Gambler
  • Maverick
  • Reformer


Sage archetypes are defined by character strengths of wisdom, truth, and clarity. Sages work under the pretense that thinking defines the human experience, giving them a passionate desire to uncover truth and clarity in all situations.

Sage archetypes balance tradition and stability with rationality, and temper it with growth and change. The Sage desires to deepen personal awareness and expand their understanding of reality. The Sage is generous but discriminating, and can be a pragmatic skeptic.

The Sage, while strong in heart, fears being ridiculed or ignorant. Therefore, they are careful about adopting anything that isn’t rationally based or proven through experience and experiment.


  • Detective
  • Mentor
  • Shaman
  • Translator


The Sovereign is endowed with supreme power they’ve been born into. They express power and leadership in many situations, and are greatly respected among many. Sovereigns are controlled, measured, watchful and cautious.

Sovereigns are easily combined with other archetypes, such as Warrior, Sage or Lover, to increase their specificity and intensify their perspective. The Sovereign also exemplifies dignity, benevolence and serenity.

Sovereign strengths as an archetype include rank, tradition, assumed authority, inherited responsibility, nobility and stability.


  • Ambassador
  • Judge
  • Patriarch
  • Ruler

Want to Learn More?

Archetypes 101

Brand Archetypes: What are They?

Brand Archetypes – Love this book