The Power of Archetypes: Creative Human Brands

Brand Matters

At Monomyth, our work—and our agency name—center around the proven power of stories to move people to action.

We help great companies establish compelling brands using what are called archetypes. These 12 universally relatable “characters,” which are deeply wired into the human psyche, are:

  • The Innocent
  • The Explorer
  • The Sage
  • The Hero
  • The Rebel
  • The Magician
  • The Everyman
  • The Lover
  • The Jester
  • The Caregiver
  • The Creator
  • The Ruler

Clearly identifying your brand with the appropriate archetype helps your target market develop a strong connection with your company.

Aligning with an archetype humanizes your brand. Plus, with an archetype to guide you, and ensure you have consistent messaging and a clear voice, you can engage more effectively with your audience.  

The most iconic brands are instantly recognizable for this reason. For example, Patagonia is a classic Explorer archetype. Everything about this outdoor clothing manufacturer’s marketing speaks to freedom and new experiences, and that has paid off in a large, loyal customer base eager for adventures of their own.  

Do you know which archetype best describes your company?

If so, we can help ensure that people recognize you for who and what you are. If not, we can help you get dialed into what makes you tick and find the audience with whom that archetype will resonate.

Either way, you can expect your marketing campaigns to be more effective when you use them to invite people into your story.