Today we share some simple steps to create a fashion communication strategy for your brand or service, from goals and planning to a specific course of action to follow.

The brand archetypes methodology is used within a branding perspective and can help you structure your brand story, define its values, and develop a unique personality.

Many internationally recognized brands use the archetypes technique to connect with their audiences on a deeper level. The framework helps them to apply knowledge from psychology, human behavior, myths, and legends. 

Brand identity governs all aspects of the brand, it is guided by the journey of the archetype to then integrate it into all the key axes of the brand.

Branding expert Jean-Noël Kapferer developed a brand identity structure integrating six facets of the brand such as physique (product features, symbols, and attributes), personality (brand’s character and attitude), relationship (beliefs and association), culture (set of values), reflection (customer’s view of the brand), and self-projection (customer’s internal mirror as a user). 

Kapferer’s framework is compatible with the theory of archetypes as it provides a starting point for building your brand story, and how you will communicate with your customers. Archetypes provide a set of values, a specific personality, and a journey to fulfill. 

This useful tool in brand building provides a common base structure for either the brand or the customer to identify and begin a relationship with shared aspirations and, later, reflected into the brand’s communication.

The term “archetype” was coined by psychologist Carl Jung, in the context of personality. He argued that humankind shared “ideas that people at first find strange but soon come to possess and use as familiar conceptions”.

Archetypes are the common heritage of mankind. Carl Jung identified two psychic levels in the human personality: conscious and unconscious. The last one was divided into the personal unconscious and the collective unconscious. 

The field of the collective unconscious is where archetypes live, as it is the inherited part of the human psyche not developed from personal experience. This psychic expression of the collective unconscious is expressed through universal thought-forms or mental images that can influence an individual’s feelings or intuitions, resulting in typical patterns of behavior. 

The archetype paradigm helps to guide brand developments as they often carry a strong emotional charge. From the psychology perspective, archetypes have been expressed as myths and fairytales, they relate to storytelling through motifs in history passing by dreams, visions, legends, and a collective representation of reality. 

Brand Archetypes: Understanding the Power of a Great Story

Every brand must have a purpose, meaning a reason for existing and how as a brand, you are changing the lives of your client. Having a purpose is a very wise way of telling your audience who you are, what you stand for, and what you will never be.

Using purpose as the center of the business strategy will align all departments in one unique force, working together, being complementary to fulfill the organization’s mission and vision. 

However, branding purpose is beyond corporate mission, as it encompasses attitudes, personality, values, methods, and manners of getting things done inside your brand. 

In brand building each brand archetype has a particular mission in life, a certain set of values, a way for expressing their personality, and an audience to win over. You cannot be everything for everybody, you will have to choose what archetype suits your brand better. 

There are twelve brand archetypes in brand building, their story recounts the brand promise, which declines in the physical manifestations of the archetype over the brand to be recognized by the customer. Archetypal branding is a tool that provides focus and consistency to the brand.

Below we mention the brand archetypes, their principal values, and vital purpose.


The Explorer 

Values: Audacity, Independence. 

Purpose: Discover the world without limits.


The Innocent

Values: Trust, Simplicity.

Purpose: Being happy in paradise.


The Ruler

Values: Control, Order

Purpose: Succeed by creating prosperity.


The Caregiver

Values: Generosity, Empathy.

Purpose: To help others. 


The Jester

Values: Playfulness, Fun.

Purpose: To have fun in life. 


The Creator

Values: Creativity, Imagination. 

Purpose: Being original.


The Hero

Values: Courage, discipline. 

Purpose: Overcome tough situations 


The Lover

Values: Gratitude, Seduction. 

Purpose: Become passionate. 


The Outlaw

Values: Nonconformism, provocation. 

Purpose: Being different & breaking the rules. 


The Sage

Values: Experience, Intelligence. 

Purpose: To seek the truth. 


The Citizen

Values: Honesty, Respect. 

Purpose: Connect with others.


The Magician

Values: Perspective, Wisdom.

Purpose: Transform reality. 


There are four main groups to understand the brand archetype wheel. First, archetypes provide structure: creator, ruler, and caregiver. They lead by creating innovation, seeking control, and giving service; second, archetypes seeking paradise: innocent, sage, explorer. They seek safety, hunger for knowledge, and search for freedom; third, archetypes leave a mark in the world: outlaw, magician, hero. They seek liberation, yearn for transformation and win mastery; fourth, archetypes building connections: citizen, jester, lover. They seek belonging, wish enjoyment, and want intimacy. 

Aligning your brand purpose with an archetype journey will make your story instantly recognizable and will give your brand a framework to build a meaningful personality, the right tone for communication, and strong storytelling. 

Dive into the archetypes’ stories and use their flexible approach to strengthen your brand.