everyone, a LEADER
The 12 Brand Archetypes for thought leaders
Brand Archetypes are powerful, timeless identities that frame your personal brand. As a thought leader, consultant, coach, CEO, or academic, your archetype is the key to becoming more recognisable, memorable, and compelling in your field.
What are brand archetypeS?
Brand Archetypes stem from Carl Jung’s psychological theory that we all recognise certain universal characters. The 12 Brand Archetypes commonly used today are derived from his work. They provide a framework for shaping powerful connections between a leader and their audience. By aligning with these established, but often subconscious, narrative patterns, thought leaders can create resonant, memorable, and psychologically compelling brands.
What are brand archetype FAMILIES?
Twelve archetypes are not enough to capture the complexity of human expression today. The Storytelling Business works with 60 archetypes instead of 12.
Think of the original 12 archetypes as broad ‘families’ – each containing five distinct characters. This expanded model was first developed by marketers, futurists, and strategists Margaret Pott Hartwell and Joshua C. Chen. It allows thought leaders to craft a robust and multidimensional public identity that reflects the richness of contemporary human experience.
Introducing the 12 Brand Archetype Families
REBEL CHARACTERS
REBEL, ACTIVIST, GAMBLER, MAVERICK, REFORMER
Core desire: To make a mark through liberation
Characteristics: Leader, risk-taker, progressive, provocative, brave, honest
Famous Rebels: Ned Kelly, Grace Tame
MAGICIAN CHARACTERS
MAGICIAN, ALCHEMIST, ENGINEER, INNOVATOR, SCIENTIST
Core desire: To make a mark through transformation
Characteristics: Big dreamer, perceptive, intuitive, clever, charismatic, insightful
Famous Magicians: Steve Jobs, Whitney Wolfe Herd
HERO CHARACTERS
Hero, Athlete, Liberator, Rescuer, Warrior
Core desire: To make a mark through mastery
Characteristics: Self-sacrificing, courageous, strong, redemptive, faithful, tenacious
Famous Heroes: Turia Pitt, Adam Goodes
LOVER CHARACTERS
Lover, Companion, Hedonist, Matchmaker, Romantic
Core desire: To build a connection through relationships
Characteristics: Faithful, passionate, spiritual, expansive, vibrant, appreciative
Famous Lovers: Esther Perel, Nabela Noor
JESTER CHARACTERS
Jester, Clown, Entertainer, Provocateur, Shapeshifter
Core desire: To build a connection through joy
Characteristics: Sense of humour, original, irreverent, effortless social skill, entertaining
Famous Jesters: Anita Heiss, Boris Johnson
NEIGHBOUR CHARACTERS
NEIGHBOUR, ADVOCATE, CITIZEN, NETWORKER, SERVANT
Core desire: To build a connection through belonging
Characteristics: Trustworthy, fair, altruistic, respectful, accountable, down-to-earth, hard working
Famous Neighbours: Michelle Obama, Andy Lee
CAREGIVER CHARACTERS
Caregiver, Angel, Guardian, Healer, Samaritan
Core desire: To provide structure through service
Characteristics: Altruism, compassion, patience, sacrifice, healing, comfort
Famous Caregivers: Oprah Winfrey, Michael Gunner
RULER CHARACTERS
Ruler, Ambassador, Judge, Patriarch, Sovereign
Core desire: To provide structure through control
Characteristics: Powerful, controlling, confident, high status, leader, responsible
Famous Rulers: Barak Obama, Sheryl Sandberg
CREATOR CHARACTERS
Creator, Artist, Entrepreneur, Storyteller, Visionary
Core desire: To provide structure through innovation
Characteristics: Creative, imaginative, nonconformist, dedicated, achievement-oriented, aesthetic eye
Famous Creators: Zoe Foster Blake, Hayao Miyazaki (Studio Ghibli)
INNOCENT CHARACTERS
Caregiver, Angel, Guardian, Healer, Samaritan
Core desire: To seek paradise through safety
Characteristics: Sense of wonder, pure, non-judgemental, trustworthy, honest, unconditional love, wholesome, spontaneous
Famous Innocents: Emma Watson, Daniel Radcliffe
SAGE CHARACTERS
Sage, Detective, Mentor, Shaman, Translator
Core desire: To seek paradise through wisdom
Characteristics: Intelligent, Truth-seeking, clear thought, rational, diligent, analytical
Famous Sages: Virginia Trioli, Malcolm Gladwell
EXPLORER CHARACTERS
Explorer, Adventurer, Generalist, Pioneer, Seeker
Core desire: To seek paradise through freedom
Characteristics: Independent, brave, free, self-sufficient, nonconforming, curious, excited
Famous Explorers: Katherine Bennell-Pegg, David Attenborough
MAKE BRAND ARCHETYPES WORK FOR YOU
STAY IN TOUCH
Reimagine your future with storytelling and personal branding for thought leaders and people leaders / Discover practical tips, tricks and templates for story-led leadership