Brand Archetypes: Creating Classic Characters for Indelible Brand Stories from Sol Marketing

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See how companies can use archetypes to connect with people and build a strong brand strategy. Sol Marketing illustrates the 12 brand archetypes in this new infographic.

What character is your brand? Know your archetype so you can build strong connections with your customers. Sol Marketing's infographic on brand archetypes.

Sol Marketing presents the 12 brand archetypes

The most enduring brands connect emotionally with people at an unconscious level.

A brand is a character. When a company casts its brand as a person, it can turn customers into fans and transactions into relationships.

Brand storytelling is a huge trend in business and branding, and all great storytellers know they need memorable characters to really captivate an audience. Sol Marketing works with companies to cultivate brand archetypes that connect with people and tell a story that inspires and motivates.

Sol Marketing created this infographic to illustrate the 12 brand archetypes. Understanding which archetype a brand is defines the role a brand plays in customers’ stories.

Just as a writer uses archetypal characters to craft a novel or a screenplay, companies can use archetypes to bring the human element to their brand. Stories from the great religious texts to movies, comics and blogs all feature characters and stories passed down from generation to generation.

Deb Gabor, Sol Marketing CEO and author of the upcoming book “Branding is Sex: How to Get Your Customer Laid and Sell the Hell out of Everything” says, “The most successful brands are strategic and intentional about what they stand for, who they are—and who they are for. The most enduring brands connect emotionally with people at an unconscious level. The 12 classic archetypes represent iconic characters everyone can relate to—the characters that populate our collective unconscious.”

Which archetype fits best?

The 12 brand archetypes are Magician, Sage, Innocent, Outlaw, Jester, Lover, Explorer, Ruler, Caregiver, Hero, Regular Guy and Creator.

A Hero brand is determined to find the way to victory. Hero brands have the desire to prove their worth through courageous acts and a strategy to be as strong and competent as possible. GoPro and the U.S. Army are Heroes.

Creator brands, like Lego and Pixar, believe if they can imagine it, it can be done. Their core desire is to create things of enduring value to realize a vision.

How does a company determine their brand archetype? When choosing an archetype, companies should know what their customers need from them and the story those customers want to be part of. A company should be able to answer these questions.

What’s our:
Core desire?
Overall goal?
Greatest fear?
Biggest challenge?
Greatest gift?

Sol Marketing is a Magician brand. Our goal is to make our clients’ dreams come true, and our strategy for doing this is to create a vision they can live by. Learn more about brand archetypes at

About Sol Marketing
The best brands in the world become part of their customers' self concepts. By working with Sol Marketing, brands create irrational loyalty with their customers, employees, partners, vendors, channels and investors. Working from our office in Austin, Texas, Sol Marketing inspires and drives emerging companies and household name brands to bond strongly with their customers and sell the hell out of everything.

Can you answer these three essential questions about your brand? If you work with Sol Marketing, you can. What does it say about someone that they use your brand? What is the singular thing your customers get from you they can’t get anywhere else? And how do you make your customers heroes in their own story?

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Sara Breuer
Sol Marketing
+1 (512) 900-7852
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since: 08/2010
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