What Are the 12 Brand Archetypes

(and Why They Matter for Your Business)

If you’ve ever felt unsure about how to show up in your business, what to say, how to stand out or why some content just doesn’t feel like you, brand archetypes might be the missing piece.

At She Shines Studio, we use brand archetypes as a foundation for building brands that feel personal, powerful and purposeful. They're especially helpful for women in business who want to connect with clients on a deeper level (without trying to sound like your competitors).

So, what are brand archetypes?

Brand archetypes are like personalities for your business. They come from psychologist Carl Jung’s theory that we all relate to universal character types, like the Caregiver, the Creator or the Hero.

Each archetype has its own tone, values, strengths and vibe. When you know which one best matches your business, it becomes easier to:

✔️ Know what to say and how to say it

✔️ Choose visuals that feel like you

✔️ Create content that connects instead of blending in

✔️ Attract clients who just get what you’re about

Meet the 12 Brand Archetypes

Here’s a quick breakdown of each one. (If you don’t know yours yet, take our Brand Personality Quiz to find out!)

1. The Caregiver

Warm, nurturing and supportive. Your brand makes people feel safe, seen and cared for.

2. The Creator

Innovative, expressive and design-led. Your brand is all about originality and beauty with purpose.

3. The Sage

Wise, thoughtful and calm. You guide your clients with insight and clarity.

4. The Hero

Driven, brave and motivating. You help people rise to the challenge and get real results.

5. The Lover

Sensual, heartfelt and connected. Your brand is about experience, self-love and beauty.

6. The Magician

Transformational, intuitive and future-focused. You help people shift their mindset or experience.

7. The Ruler

Confident, refined and in control. You lead with authority and create a premium experience.

8. The Innocent

Pure, optimistic and simple. You offer peace, joy and a gentle way of doing things.

9. The Explorer

Adventurous, free-spirited and independent. You encourage people to try new things and be themselves.

10. The Jester

Playful, clever and fun. You bring humour and lightness while still delivering value.

11. The Everyperson

Approachable, humble and relatable. You make people feel included and comfortable.

12. The Rebel

Bold, outspoken and edgy. You challenge the status quo and speak up for change.

Why do brand archetypes matter in marketing?

Your archetype is more than just a vibe. It’s a strategy.

It helps you stay consistent across platforms, so whether someone’s scrolling your Instagram or reading your website, your brand feels cohesive and like you.

It also gives you:

• Direction when writing captions or emails

• A clear voice for talking about your services

• A way to make design decisions without second-guessing

  
  

And when your brand feels true to who you are? That’s when you attract clients who are the right fit and who are ready to book.

Want to discover your brand archetype?

Take the Brand Personality Quiz to find out your primary brand archetype and learn how to start using it in your content, messaging and visuals.

This is where clarity starts.

Let’s make your brand feel like you.

TAKE THE QUIZ NOW