Brand Archetypes

Why Look at Archetypes?

Brand archetypes give you a shortcut to your brand identity and emotional connection to your clients. They're powerful frameworks that can help you:

Choose colors, imagery and symbols that feel right for your brand
Find the perfect tone of voice for your writing
Create a consistent vibe that attracts your ideal clients

When you align with your natural archetype, marketing feels easier. Your content starts feeling authentic instead of forced. And clients who resonate with your archetype are naturally drawn to you.

My Archetype Journey: Some years ago I took the Pearson-Marr Archetype Indicator (PMAI) assessment to formally identify my archetypes. (You can also find loads of free quizzes on the internet - or just reflect on the questions below.)

I came out as a Rebel-Magician-Creator. (This instant boost of self confidence was worth the 50 bucks!)

It also brought clarity to why certain aspects of Visual Minds feel so authentic to me.

My sketches aren't polished and perfect like corporate designs. They're raw, authentic, and expressive - embodying my Rebel energy.

And with my "magician" power, I help my clients break through to their own clarity and power.

Understanding your own archetype combination can bring similar clarity to your brand identity and help you align your visuals with your authentic self.

The 12 Brand Archetype Quiz: Which One(s) Are You?

Take a look at the wheel in our diagram. Each archetype represents a different brand personality with its own strengths and values. Pick the three that speaks most to you!

The Innocent:
Ask yourself: Do you believe in keeping things simple and pure? Do clients come to you for a fresh start?

The Sage: Centers on understanding, wisdom and truth. You value knowledge and insight.
Ask yourself: Are you driven to find and share knowledge? Do clients seek your teachings and guidance?

The Explorer: Represents freedom, independence and discovery. You value new experiences.
Ask yourself: Do you encourage people to break free? Is your work about discovering new possibilities?

The Hero: Embodies mastery, strength and courage. You value achievement and overcoming challenges.
Ask yourself: Do you help people overcome difficult obstacles? Is courage central to your message?

The Magician: Focuses on intuition, charisma and transformation. You value powerful change.
Ask yourself: Do you help people transform their reality? Is your approach somewhat mystical or intuitive?

The Rebel: Represents liberation, risk and bravery. You value breaking rules for good reasons.
Ask yourself: Do you challenge the status quo? Are you fighting against outdated systems?

The Jester: Embodies enjoyment, humor and lightness. You value fun and present-moment joy.
Ask yourself: Do you use humor to connect? Is your approach playful and light-hearted?

The Lover: Centers on connection and passion. You value deep relationships and beauty.
Ask yourself: Is your work about helping people connect more deeply? Do you focus on creating beautiful experiences?

The Everyman: Represents belonging and fairness. You value authenticity and inclusion.
Ask yourself: Do you believe everyone deserves access to what you offer? Do you feel like a peer to your clients, with a down-to-earth and relatable approach?

The Caregiver: Focuses on service, altruism and empathy. You value nurturing and protection.
Ask yourself: Is taking care of others central to your work? Do you put others' needs before your own?

The Ruler: Embodies control and confidence. You value order and leadership.
Ask yourself: Do you help people take charge of their circumstances? Is your approach about leadership and creating structure?

The Creator: Centers on innovation and imagination. You value originality, self-expression and, of course, creating.
Ask yourself: Is your work about helping people express themselves? Do you value making new things?

Your Origin Story and Archetype

It could be that your story involved suppressing your natural archetype to fit in. Maybe you:

Are naturally a Creator but tried to present as a Ruler because it seemed more "professional"
Have Rebel energy but toned it down to appear more acceptable
Are a natural Magician but simplified your message to seem more practical

My example:

For a long time, I followed the "normal" career path as graphic designer - living my Creator Archetype.

Until my inner Rebel broke through and created a custom career for myself. Now I do Magic for my clients by combining Business with Creativity.

Me as the Creator-Magician-Rebel (photo: Rasmus Sigvaldi)

The Archetype Attraction Pattern: You and Your Clients

Here's where it gets interesting. The most powerful client relationships usually involve:

One shared archetype that creates immediate connection and trust
One complementary archetype that creates productive tension

In Visual Minds: I've noticed that my clients and Visual Minds members share "Creator energy" with me, That's why drawing appeals to them

But often, their primary archetype is "Caregiver" (coaches) "Hero" or "Ruler" (leaders)

This creates a perfect dynamic: their expertise + my creative, rebellious energy = something neither of us could create alone.

Speak to your ideal client's true identity - most likely your shared Archetype!

If you're primarily a Creator-Rebel like Visual Minds, you'll naturally attract clients who share some Creator energy (they want to express themselves) but who might be stronger in Caregiver or Sage archetypes (they need your rebellious creativity to break free from conventional approaches).
If you're a Magician-Sage, you'll attract clients who value transformation but may need your wisdom to guide their process.

Your natural archetype provides something your ideal clients both:

Recognize (your shared archetype creates resonance)
Need but don't fully embody (your different archetype creates value)

Why this matters for your brand: Using your natural archetype's style (in drawing or other forms) will attract the right clients. If you're a Caregiver, your style might be softer, warmer, more nurturing. If you're a Rebel, your style will be more disruptive and challenging. (doesn't have to be leather jacket though).

One of my clients was a Loving Rebel:

Quick Exercise:

Find your primary archetype on the wheel
Now think about your favorite clients - which archetype do they embody?
Where do you overlap? Where do you complement each other?
Sketch yourself as your archetype - what symbols, colors and style elements feel natural?

When you understand this dynamic, you can intentionally create content that speaks to both the connection you share and the unique value you provide.

Your archetype isn't a box - it's a starting point. The most compelling brands honor their natural archetype while borrowing elements from others when needed.

Bonus: Here are a few "archetypal" Brand portraits from Visual Minds members.

Robin is a "Magician-creator" Visual Coach

Jenny a "Nurturer-Explorer photographer offering outdoor adventures for families. Zen-likecalmevenwithtwins!

Xacintha, the "Loving Explorer" of The Work of Byron Katie. I love her heart mascot!

Barbara's moment of finding faith again, which was the turning point in becoming a relationship coach. Innocent Sage vibes!