Type ‘Brand Archetypes’ into Google and you’ll find countless articles and explanations of the usefulness of these 12 categories in defining your ‘brand personality’. 

If you’ve never seen this tool – it originated with Carl Jung’s four main human archetypes, which marketers expanded into 12, as this graphic from Iconic Fox shows.

But don’t get too excited.

It doesn’t work.

Why Brand Archetypes Don’t Work 

Where it all falls down is when you try and put it into practice.  What actually happens when you try and use it with a client is a conversation along the lines of, “Well, we’re partly a Sage, but we really offer freedom so I guess that means we’re an Explorer? But we’ve always been known for our humour – so then we’re a Jester too…???”

It forces you into a one-dimensional place, and that’s not a marker of a strong brand.  

Let’s look at some of the examples espoused to prove that this works. 

People will point you to memorable characters in films, and claim they are loved ...