3 Unexpected Archetypes from Some of Your Favourite Brands
Not all outlaws wear leather jackets, and not all Innocents wear halos either
Fab Giovanetti
March 26, 2025
What if you could shortcut the way your audience perceives you?
It’s all due to the magic of brand archetypes (and if you are new to them, I am giving you a short 101 below).
Let’s face it – most conversations about the topic brand archetypes sound like a marketing bingo card. Nike the Hero. Apple the Magician. IKEA the Everyman. I get it. They’re textbook.
But what if I told you that the most interesting brands aren’t the ones following the obvious way of embodying these archetypes?
And if you are like “Fab I do not even know what the heck a brand archetype is” then let me give you the recap.
Brand archetypes were defined by legendary Swiss psychologist and psychiatrist Carl Jung. They are personas that reflect all aspects of a brand, including its behaviours, values, tone of voice, and unique selling points.
Some of the most unexpected archetype fits come from brands you’d never peg as “rebellious” or “pure-hearted”… and yet, they’ve built entire identities around those vibes.
So today, I’m going beyond the usual suspects. I’ve picked out three brands that are quietly (or not-so-quietly) owning their archetype in surprising ways.
Whether you’re building a brand from scratch or refining your tone of voice, these examples might just get you thinking differently about your own identity.
Let’s dive in.