How to Leverage the 12 Brand Archetypes — the Rock & Roll Edition
Brands and businesses who know how to effectively use the 12 brand archetypes to communicate, make their audience faint like it’s 1985 and Freddy Mercury just stepped on stage.
When dealing with people – which all brands do – communication is king. In order to get through, you have to meet them where they are, which means using their language in a way that resonates with them and makes them feel seen. Do this and you will not only attract the right people – you will convert and retain them. Copacetic?
At Fan Club Brands, we’ve been leveraging the 12 brand archetypes in all of our branded content – which can change slightly depending on which target demographic we’re talking to. If you need help to understand your target demographic better, we got you. From market research to positioning narratives, we help you develop the perfect messaging and design ecosystem that will have your customers come flying at you like a bunch of crazed groupies to a tour bus.
What are the 12 brand archetypes?
In our words, archetypes are the various flavors of human personalities that blend together to create this relational soup we call life. But in the words of professional psychologists and professional brand folks — archetypes are the recognizable patterns of human behavior that are rooted in emotion and intrinsic motivation.
Because we’re rock and roll diehards — we’ve created this 12 brand archetypes poster for you to hang in your office. Go ahead and download it. From one professional nerd to another — we see you.
You don’t have to be a brand architect or marketer to already be a savant when it comes to knowing these archetypes. We’ve been interacting with them since we were wee children — whether through stories or in our day to day life.
The thing that sets brand architects and marketers apart from the rest of humanity is that they know how to leverage these characters through storytelling and all the different forms of communication to provoke curiosity, evoke emotion, and inspire action.
And this is important — because your brand lives or dies based on its ability to truly connect with the people it serves.
When you are designing your brand or working on creating your next piece of content, think about the human on the other side of the screen — on the receiving end of the experience — who are they, what motivates them, and how do you need to communicate with them to provoke-evoke-inspire?
1. THE REBEL
“Rebel rebel, you've torn your dress
Rebel rebel, your face is a mess
Rebel rebel, how could they know?
Hot tramp, I love you so!”
- DAVID BOWIE
If you are familiar with the Enneagram, the rebel archetype would be a hardcore 8. They are the challengers of the world, the types of people who lead revolutions, frontline bands, and stick it to the man.
Rebels are purpose driven idealists who thrive in discomfort and don’t rest until everything feels fair and just. If they were to get a tattoo it would be the word 🤘🏻disrupt🤘🏻 — probably across their chest #metal.
When you are communicating with a rebel archetype, make sure you are dishing out the same passion that they are. Be confident and lean into emotion. Even though these folks seem like a bunch of leather jacket wearing baddies — their insides are as tender as a $100 filet seared in butter.
DESIRE: revolution // GOAL: to challenge the status quo // GREATEST FEAR: being powerless // STRATEGY: disrupt, destroy or shock // VULNERABILITY: overstepping the mark // TALENT: freedom // MOTTO: "Rules are meant to be broken"
2. THE HERO
“When I find myself in times of trouble, Mother Mary comes to me
Speaking words of wisdom, let it be
And in my hour of darkness she is standing right in front of me
Speaking words of wisdom, let it be.”
- JOHN LENNON
There is a reason why there are so many stories out there that are built around the hero archetype. These people face adversity, are met with relentless challenge, and feel like an underdog — but they’re driven by an inner calling rooted in right, wrong, and love.
Would Harry Potter be the hit that it was if it wasn’t for Voldemort? Would The Clash have anything to sing about if it wasn’t for systemic oppression? Would John Lennon be revered as the long haired poetic beauty that he was if it wasn’t for war and hard times?
We root for the hero because we want to see ourselves as the hero — it’s romantic and it moves us.
When speaking to this archetype, really try to channel your inner therapist by acknowledging their struggle and pain. Then, do your best damn high kick and bring out the pom poms to rally behind them as they work to achieve the seemingly unachievable.
DESIRE: to prove their worth through courageous action // GOAL: to exert mastery // GREATEST FEAR: weakness // STRATEGY: keep working to become as strong as possible // VULNERABILITY: arrogance and an obsessive need to win // TALENT: competence and bravery // MOTTO: "Where there's a will there's a way"
3. THE MAGICIAN
“And it ain't no use to sit and wonder why, babe
It'll never do somehow
When your rooster crows at the break of dawn
Look out your window and I'll be gone
You're the reason I'm a-traveling on
But don't think twice, it's all right.”
- BOB DYLAN
Some may call these people magicians and there is a solid reason why — with them everything seems possible. They are the types of people that get things done and that make things happen that you didn’t think could happen. If you’ve ever said to someone “wow, you really pulled that out of the bag at the last moment!” — you’ve spoken with a magician.
In the music world, magicians are those who have such a way with words and creating musical melodies that it feels like it was written just for you. The ones that uncover hidden truths that cause you to melt and come alive simultaneously.
When communicating with these archetypes, lean into storytelling and big picture thinking. These people want to dream with you and see what’s possible. They don’t want to be told that something can’t happen — help open their mind up to see all the routes to success — even if it's challenging.
DESIRE: knowledge of the laws of how things work // GOAL: to make dreams come true // GREATEST FEAR: unanticipated negative consequences // STRATEGY: develop a vision and live it // VULNERABILITY: being manipulative // TALENT: finding win-win solutions // MOTTO: "It can happen"
4. THE EXPLORER
“And I think it's gonna be a long, long time
'Til touchdown brings me 'round again to find
I'm not the man they think I am at home - Oh, no, no, no
I'm a rocket man”
- ELTON JOHN
The explorer archetype is the kind of person who loves to stay cooped up in the house sitting on a couch, reading a book and taking things easy — JK. If you locked these folks in a house they would feel the burning desire to run swifty out of the front window.
These folks love the unknown, are endlessly curious, and have an appetite for adventure that can never be satiated.
When you’re communicating with the explorer archetype, use descriptive language. Language that helps paint a picture in their mind of what can be. Use lots of imagery, lean into the 5 senses, and open their mind.
And because we know you’re curious — these are the types of musicians you’d find eating a mushroom and peanut butter sammie at a party. #openyourmind
DESIRE: to be free // GOAL: to discover new experiences // GREATEST FEAR: getting trapped // STRATEGY: journey, seeking out and experiences new things // VULNERABILITY: aimless wandering // TALENT: autonomy, ambition // MOTTO: "Don't fence me in"
5. THE SAGE
“Oh, mirror in the sky, what is love?
Can the child within my heart rise above?
Can I sail through the changin' ocean tides?
Can I handle the seasons of my life?”
- STEVIE NICKS
These are the folks who always seem older than they are in reality. The people who can kick it with adults from every generation and act as their peer — even if they’re 18.
They are the types of people who will spark up a conversation with everybody and anybody that they come across — not because of their overt extrovertedness but because of their inquisitive nature (in fact they are mostly introverted type people).
We come to love these types of characters in stories. Not as the main character but as the best supporting character. Who would Frodo be without Gandalf? Where would Luke be without Yoda?
When communicating with a sage archetype (also known as a mentor archetype), don’t beat around the bush or play into exaggerations. Give them the truth regardless if it hurts or not. Don’t be afraid to lean into the nitty gritty — details and information is power for them. Truth and knowledge is what roots them.
DESIRE: to discover truth // GOAL: to use logic and reason to understand the world // GREATEST FEAR: ignorance // STRATEGY: seek out information and knowledge // VULNERABILITY: non-action // TALENT: wisdom and intelligence // MOTTO: "The truth will set you free"
6. THE INNOCENT
“I'm pickin' up good vibrations
She's giving me the excitations.”
- THE BEACH BOYS
For all of you Enneagram lovers out there – the Innocent archetype is a solid 7 — the optimist. To these people everything is sunny, peachy, and lovely all day every day. They believe that you can save all the stray puppies and that all people are intrinsically good inside.
Ignorant is not a word I’d use to describe these people, even the word innocent seems a bit trite. These people know that bad things do and can happen but they choose to live their lives seeing everything as a glass half full of rainbows and butterflies. Their childlike wonder is something most people would love to adopt — but find it hard to do ✋🏻
When communicating with these people, paint the world with a glitter brush. Don’t sit in the negatives, try to find the positive aspects in things. Make sure to communicate with integrity and always be kind.
Keep in mind — a lot of people associate this archetype as a more feminine archetype rather than a masculine archetype. But we’re here to remind you that gender is a construct and any person can be any of these — get with the program.
DESIRE: to experience paradise // GOAL: happiness // GREATEST FEAR: doing something wrong // STRATEGY: to do the right thing // VULNERABILITY: naivety // TALENT: optimistic faith // MOTTO: "Free to be"
7. THE LOVER
“Wise men say
Only fools rush in
But I can't help falling in love with you
Shall I stay?
Would it be a sin
If I can't help falling in love with you?”
- ELVIS PRESLEY
If you were to ask these people what their favorite thing is, it would be being in a relationship. If you were to ask them what their favorite love language was, it would be physical touch. If you were looking for a gift for these people, it would probably involve chocolate devoured over candlelight — while naked.
We all have a bit of the lover archetype in us. And we say that because half the movies out there are either about falling in love or getting over a heartbreak.
When communicating with this archetype, don’t be afraid to go deep. Surface level conversations will just not do, they want to talk about real things — things with feeling and connectivity. Talk about meaning, about the future, about yearning, and about coming together.
DESIRE: attain intimacy and experience sensual pleasure // GOAL: being in a relationship and share experiences // GREATEST FEAR: bring alone // STRATEGY: become more and more attractive physically or emotionally // VULNERABILITY: jealousy, trying to please others too much // TALENT: passion, appreciation, dedication // MOTTO: "I only have eyes for you"
8. THE CITIZEN
“Sun is shinin' in the sky
There ain't a cloud in sight
It's stopped rainin', everybody's in the play, and don't you know
It's a beautiful new day? Hey-ey-ey”
- ELECTRIC LIGHT ORCHESTRA
The citizen archetype is giving off some serious Jack Johnson vibes. With these people, life should be simple and easy. No need to stand out, over complicate things, or get too greedy. There is beauty in the ordinary and the everyday.
Want to walk around in bum-less chaps and a feather boa? That’s a-ok by their standards. However you want to live your life is not going to bother them. This is a “you do you, boo” kind of situation.
When communicating with the citizen archetype try not to over complicate things. Don’t over exaggerate or over inflate things emotionally. Just say things as they are and move on.
DESIRE: connection with others // GOAL: to belong and fit in // GREATEST FEAR: standing out // STRATEGY: develop ordinary values and have a common touch // VULNERABILITY: apathy // TALENT: realism and empathy // MOTTO: "All people are created equal"
9. THE JESTER
“You say you wanna go for a spin
The party's just begun, we'll let you in
You drive us wild, we'll drive you crazy
You keep on shoutin', you keep on shoutin'
I wanna rock and roll all night and party every day”
- KISS
If there is a good time to be had — this person is there leading the charge. The jester archetype is the type of person you would imagine a rock and roll star to be. The life of the party, doing lines off the cover of a tattered Rolling Stones magazine, and wearing really tight pants.
At first glance, these people may look like they are descending into madness or a really bad dependency issue. But the truth is that these folks love to have a good time and feel as if they are bringing a bit of lightness to an otherwise dark world. There is no time like the present because life is short and you’ll never get today back — so let’s get after it!
When communicating with these people don’t be afraid to use humor — it’s an amazing way to add a touch of lightness to your interaction that they will greatly appreciate. Design will be a key here. You will lose this person if you stick to black typed out words on a white page. Use color, textures, interesting imagery, and different types of font to draw their attention and get them to listen.
DESIRE: to have a great time and lighten up the world // GOAL: to have fun // GREATEST FEAR: boredom // STRATEGY: to live in the moment with full enjoyment // VULNERABILITY: wasting time // TALENT: joy // MOTTO: "if you’re not having fun, you’re doing something wrong"
10. THE CAREGIVER
“They took all the trees put 'em in a tree museum
And they charged the people a dollar an' a half just to see 'em
Don't it always seem to go — That you don't know what you've got 'til it's gone,
They paved paradise, put up a parking lot.”
- JONI MITCHELL
It’s not hard to understand this person — unless of course you don’t have an ounce of “caregiver” tendencies in you. If this is the case, this is for you.
There is a real tenderness and selflessness to these people. They love to take care of others, make people happy, and make them feel cared for. If you feel like you’ve been transported back to being swaddled in your nursery blankie in the arms of your mother, then they will feel accomplished.
There is a certain level of protectiveness that the caregiver brand archetype has over others. As an Enneagram 2, if they could make a baby with an Enneagram 8, they would make the world's greatest and most effective leader. #inouropinion
When communicating with these people, make sure to acknowledge them for all the work they do — both physical, mental, and emotional. They carry a great weight even if they make it look effortless. Gratitude and generosity is the way to their hearts.
DESIRE: to care for others // GOAL: to help and protect others // GREATEST FEAR: ingratitude and selfishness // STRATEGY: doing positive things for others // VULNERABILITY: martyrdom to self, entrapment in other people's needs // TALENT: compassion and generosity // MOTTO: "Love your neighbor as yourself"
11. THE CREATOR
“Come on you target for faraway laughter,
Come on you stranger, you legend, you martyr, and shine!
You reached for the secret too soon, you cried for the moon.
Shine on you crazy diamond.”
- PINK FLOYD
These folks are the Caractacus Potts of the world that can create almost anything and tinker away until your sausages roll down a conveyor belt and cook themselves — psst this is a Chitty Chitty Bang Bang reference #classic.
We all know a creator type — they’re the ones that seem a skosh obsessed. They can derive meaning and see things that no one else can seem to see. And we’re not talking about ghosts, we’re talking about solutions, connections, and realities that could exist if you just chose to see the world differently.
When communicating with a creator archetype, don’t be afraid to use theories, share abstract ideas, or connect the dots to seemingly unconnected things. Leverage design to help pique their interest — they will associate the textures, shapes, and sizes of font on a page to mean something which will only make that piece of content more valuable.
DESIRE: to create something of enduring value // GOAL: to make a vision a reality // GREATEST FEAR: not delivering // STRATEGY: to inspire, to develop creative skill // VULNERABILITY: trying to be too perfect // TALENT: creativity and imagination // MOTTO: "If it can be imagined, it can be created"
12. THE RULER
“Are you ready? Hey — Are you ready for this? Are you hanging on the edge of your seat? Out of the doorway the bullets rip — To the sound of the beat, yeah — Another one bites the dust.”
- QUEEN
This archetype is clean shaven, lives an orderly life, and will have you saying “sir, yes sir!” in attention at the butt crack of dawn. Control and responsibility is the name of their game. They love the thought of bringing order to a world full of chaos and spend their lives trying to maintain it — no matter how heavy the burden.
Even though the picture of a drill sergeant comes to mind when thinking of this archetype, not all of these folks have to yell to be effective. They’re natural leaders and live a life of high integrity.
When communicating with the ruler archetype, take everything you learned about the jester or creator archetype and throw it out the window. You have to give it to them straight with no fluff. Focusing on keeping your brand and product/service promises realistic is important and when things go wrong, own your mistakes and have a plan to make it better — they will hold you to it.
DESIRE: control // GOAL: to create a prosperous community // GREATEST FEAR: chaos // STRATEGY: to lead // VULNERABILITY: being too authoritarian // TALENT: responsibility // MOTTO: "Power isn't everything. It's the only thing."
When you strip it down to its birthday suit, a brand/company was created to provide solutions to real human problems. Any time you are dealing with people — effective communication is how you will attract, convert, and retain them 11 out of 10 times. Understanding the 12 brand archetypes, their nuances, motivations, and fears will help you promote your business in a more fruitful way.
Who is your brand targeting? How effective do you feel your communication is with them? Let us be the judge 😎
