Discover how brand archetypes can transform your business.
Let’s cut to the chase. If you’ve ever had that “aha” moment when a brand just clicks – you know, when it feels like it gets you, speaks your language, and knows exactly what you need – chances are that brand is using archetypes. Cleverly.
As a creative director with 20+ years of wrangling brands into shape, I can tell you this: brand archetypes aren’t fluff or marketing jargon. They’re a practical tool that helps businesses (like yours) connect with their audiences on a deeper, more emotional level.
And let’s be honest, in today’s busy, scroll-happy world – emotion is the shortcut to connection.
So, what is a brand archetype?
In short, it’s a personality framework rooted in psychology – specifically the work of Carl Jung – that helps define your brand’s character and how it shows up in the world. Think of it as the role your brand plays in your customers’ story.
There are 12 classic archetypes, from the bold Hero to the cheeky Jester, the caring Caregiver to the wise Sage. Each one represents a set of traits, values and behaviours that people instinctively recognise. It’s like storytelling DNA – and it’s incredibly powerful when used intentionally.
For example:
- Apple? The Creator – driven by innovation and self-expression.
- Nike? The Hero – determined, courageous, out to overcome obstacles.
- Innocent smoothies? You guessed it – the Jester, all fun, charm and tongue-in-cheek playfulness.
At Jazzbones – a creative branding agency based in Swindon and working with clients across London and the UK – we use brand archetypes as a foundational part of our strategy workshops because they give clarity and consistency. They help clients move beyond surface-level design preferences (“make it blue, make it pop!”) to something much more meaningful.
“Great brands don’t just look the part – they act it. Archetypes give us the blueprint for how to behave, speak and even think like your brand should.”
Nathan Sandhu
Founder & Creative Director
Jazzbones
Why does it matter to your business?
Because consistency builds trust, and trust builds loyalty. Your archetype influences not just your logo or your colour palette, but your tone of voice, messaging, social content, customer experience – the lot.
When done right, it helps your brand show up with confidence and carve out a clear space in your market. And it gives your team a shared language – which is gold when you’re scaling, launching campaigns or training new hires.
Is it just for big brands?
Absolutely not. Whether you’re a startup with a big dream or a growing SME in Swindon or London looking to sharpen your message, brand archetypes help bring structure to your story.
In fact, one of the first exercises we run in our brand strategy sessions is identifying your brand archetype. Clients love it because it feels like therapy (in a good way), and it lays the foundation for everything that follows – identity, storytelling, design, even culture.
Want to know your archetype?
Let’s chat. Whether you’re based in Swindon, London or anywhere else, we’ll help you uncover the authentic, magnetic personality behind your business – and then craft a brand identity that brings it to life.
Or as we like to say at Jazzbones: it’s not just about looking good – it’s about feeling right.
About Jazzbones.
Jazzbones is a full-service creative agency based in Swindon, with clients across London, the South West and the UK. We specialise in brand strategy, logo design, digital campaigns and website development – all designed to help businesses and organisations connect with their audiences and stand out in crowded markets. Whether you’re looking to rebrand, launch a new product, or refresh your digital presence, we’re here to help you amplify your message and deliver genuine results.
