• Swindon & Wiltshire Experts
• Wednesday August 6 2025
• Author Name: Nathan Sandhu

Discover how brand archetypes can transform your business – Jazzbones

Is your business a bold Hero or a cheeky Jester? Our Expert of the Week, Nathan Sandhu of branding agency Jazzbones, explores brand archetypes.

In today’s dynamic marketplace, where consumer choice is abundant and attention spans are fleeting, it’s no longer enough to simply offer a great product or service – a brand’s ability to resonate on an emotional level is paramount.

You’ll know this yourself, if you have ever had that ‘aha!’ moment, when it feels like a brand gets you, speaks your language, and knows exactly what you need.

When this happens, the chances are that brand is making clever use of archetypes.

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 in today’s busy, scroll-happy world, emotion is the shortcut to connection.

So, what is a brand archetype?

A brand archetype is essentially a universal personality type or character that a brand embodies to define its identity and connect with its audience.

The concept is rooted in the work of psychiatrist Carl Jung, who proposed that humans share a “collective unconscious” filled with innate, universal patterns of thought and imagery he called archetypes.

In short, it’s a personality framework that helps define your brand’s character and how it shows up in the world.

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 is The Creator, driven by innovation and self-expression. Nike? The Hero – determined, courageous, out to overcome obstacles. Innocent smoothies? Naturally, the Jester, all fun, charm and tongue-in-cheek playfulness.
So, why does this matter to your business?

It matters, because archetypes provide a comprehensive blueprint, shaping your brand’s behaviour, voice, and underlying mindset.

They allow for consistency, which is the bedrock of trust, and trust is the direct path to loyalty. So your chosen archetype doesn’t merely dictate visual elements like your logo or colour scheme; it profoundly influences every facet of your brand’s presence – its tone of voice, core messaging, social content strategy, and even the nuances of its customer experience.

And archetypes aren’t just for big brands. Whether you’re running an ambitious startup or a growing SME, brand archetypes can bring crucial structure and clarity to your message.

They’re a powerful tool for any business looking to define its story and connect authentically with its audience.

Nathan Sandhu is founder & creative director at Jazzbones