What is your Brand Archetype?
Brand archetypes are universal character types or personas that tap into shared human experiences and emotions.
Rooted in Carl Jung’s psychological theories, they help shape a brand’s identity, voice, and behavior—making it easier for people to instantly relate to and connect with the brand on a deeper, often subconscious level. There are 12 core archetypes—like the Hero, the Sage, the Magician, the Citizen, etc.—each with distinct traits, motivations, goals, and fears.
Which archetype does your brand embody?
Is chaos your enemy?
Confident, commanding, and structured. The Ruler archetype thrives on leadership and order—offering expertise, stability, and control in a world that often feels chaotic. If your brand promise is to be a shining beacon of stable, consistent strength in the midst of chaos this could be your archetype.
Are you in need of a revolution?
Rebellious, bold, and unapologetic. The Rebel archetype is all about breaking rules to ignite change.
If your brand attracts misfits, agitators, or anyone ready to disrupt the norm—this could be your archetype.
Do you feel the itch to get out there?
Restless, brave, and fiercely independent. The Explorer seeks freedom through discovery and thrives on pushing boundaries. The Explorer brand promises to challenge its customers to embrace change and chart their own course.
Or just want to have some FUN?
Witty, lighthearted, and full of joy. The Jester brand breaks tension, provokes laughter, and adds unexpected perspective. If your brand entertains, disarms, or reminds people to enjoy the ride, even in the darkest of moments, the Jester could be your archetype.
Get your Brand Archetype Deck Today!
$39.99
Whether you’re an agency leader, startup founder, or just obsessed with brand culture, use this deck to identify your brand archetype. You can play individually (hey, personal brands - we see you); or as a team.
Our deck is complimentary when you sign up for a Brand or Design Class.
Do you fight to meet an inner calling?
Driven, disciplined, and determined to make a difference. The Hero brand stands for courage, strength, and achievement and is all about rising to the challenge and inspiring others to do the same.
Heal those in need?
Compassionate, nurturing, and devoted to service. The Nurturer brand puts others first and creates a safe space to grow. If your brand promise is to support, heal, or care with unwavering patience—this could be your archetype.
Connect on the deepest level?
Sensual, expressive, and deeply connected. The Lover archetype is about beauty, intimacy, and emotional richness. The Lover archetype creates meaningful connection or inspires its customers to feel passionately about something.
Bring the truth to light?
Wise, thoughtful, and endlessly curious. The Sage archetype guides others with knowledge, insight, and objectivity and exists to educate, clarify, or illuminate the path forward for its customers.
How to build a brand that takes a stand
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CitizenRebel is the podcast for entrepreneurs, brand creators, marketers, movers, shakers, and designers who push boundaries, challenge norms, and refuse to play it safe. Hosted by brand strategists Alaina Shearer and Chris Vogel, this show is where structure meets rebellion—where strategic thinking collides with bold creativity to build brands that actually matter. Whether you’re an agency leader, startup founder, or just obsessed with brand culture, this is where you’ll find real stories from real brand heroes, with zero corporate jargon.
Are you looking for pure happiness?
Optimistic, honest, and driven by a desire for happiness and simplicity. The Innocent brand brings peace, trust, and a sense of nostalgia.
The Innocent archetype promises comfort, clarity, and a return to what truly matters.
Do you want to make dreams come true?
Visionary, intuitive, and transformational. The Magician brand turns possibility into reality and inspires awe along the way.
If your brand promise is to elevate, enchant, or create change that feels almost mystical—the Magician could be the way.
Are you a person of the people?
Approachable, grounded, and community-driven. The Citizen brand represents fairness, reliability, and belonging. If your brand stands for real talk, shared values, and the power of everyday people—this could be your archetype.
Or do you just want to build really cool stuff?
Imaginative, expressive, and fueled by vision. The Creator archetype brings original ideas to life with artistry and intention. You could be the Creator archetype if your brand exists to design, innovate, or craft beauty with meaning.
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Our team is small but mighty. Former agency owners, Alaina and Chris now find great joy in combining their breadth of experience to bring clients best-in-class brand and content strategy. If you’re brand is ready to grow, we’d love to meet you.