Brand Archetype Wheel
Brand personalities - or brand archetypes - are the shortcuts to how we connect and build relationships with our leads, prospects, clients, and customers.
Your company's brand personality is a key piece in the roadmap for all of your business decisions including how you speak to prospects, what to say in your newsletters, how to decorate your office, and how you lead a presentation.
As a business owner, it's likely that your business personality and your own personality have some overlap. However, while you are a dynamic and complex individual, your company should follow the 70/30 rule, meaning your vibe and voice are about 70% primary personality and 30% secondary personality.
Discover:
Structure | Freedom | Connection | Legacy
Structure Brands
If your brand is based on Structure:
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Your brand is all about creating structure and stability for your clients/customers.
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You are a leader in your industry, an empathetic caregiver, or a creative dreamer.
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Your company is here to provide a product or service that is needed to empower, protect, or create.
Read through this guide to discover more about the three primary structure brand personalities and see which one most resonates with you and your company.
Structure Archetypes
Structure
Zeus, the Leader
Zeus, the Greek Olympian god of the sky, lightning, and thunder.
He is the master of responsibility, leadership, logistics, confidence, polish, empowerment, order. A true ruler, he inspires others to follow where he leads.
Brand Messages:
Power is everything.
Power makes the world go 'round.
Brand Voice:
Confident, commanding, polished, refined, articulate, empowering
Brand Vibe:
High-end, responsible, classic, proper, structured, clean lines, order, minimalist, quality over quantity
Core Desires:
Power, success, wealth, status
Examples:
Hugo Boss, Rolex, Mercedes-Benz, Apple, Louis Vuitton
Structure
Hera, the Caregiver
Hera, the Greek Olympian goddess of women, family, childbirth, and union.
She is the sovereign of empathy, compassion, altruism, caregiving, sentiment and is known for her loyal and caring personality.
Brand Messages:
How can we help?
Love your neighbor as yourself.
For the greater good.
Brand Voice:
Empathetic, warm, reassuring, compassionate, parental, caring, sentimental
Brand Vibe:
Community-focused, warm lighting, music, sentimental, strong, service-oriented, structured
Core Desires:
To protect and care for others, service, gratitude, recognition, support
Examples:
Unicef, Toms, Huggies, Subaru, Patagonia, Zappos
Structure
Apollo, the Creator
Apollo, the Greek Olympian god of healing, medicine, archery, music, poetry, the Sun, and justice.
He is the champion of expression, creativity, imagination, everlasting value, innovation, and freedom.
Brand Messages:
If you can dream it, you can do it.
See potential everywhere.
Brand Voice:
Inspirational, imaginative, expressive, innovative, creative, provocative
Brand Vibe:
Artistic, original, organic lines, poetic, sunlight, freedom
Core Desires:
To create everlasting value, to realize a vision, to find oneself, unlock creativity
Examples:
Tesla, Pixar, Adobe, Apple, Lego
Freedom Brands
If your brand is based on Freedom:
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Your brand is all about supporting freedom and authenticity for your clients/customers.
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You are an idealist, explorer, or educator.
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Your company is here to provide a product or service that is needed for reliability, understanding, or adventure.
Read through this guide to discover more about the three primary structure brand personalities and see which one most resonates with you and your company.
Freedom Archetypes
Freedom
Demeter, the Innocent
Demeter, the Greek Olympian goddess of agriculture, abundance, plants, and seasons.
She is the cultivator of happiness, optimism, simplicity, trust, and hope. Demeter radiates optimism and idealism.
Brand Messages:
Free to be you and me.
The glass is half full.
Brand Voice:
Clear, honest, idealistic, optimistic, hopeful, safe, happy, wholesome, sincere
Brand Vibe:
Simplistic, soft imagery, elements from nature, texture, natural light, food and drink, flowers, muted colors especially white, yellow, green
Core Desires:
To be safe and happy.
To do things right.
Friendship, happiness, simple joys, companionship.
Examples:
Dove, Dawn, Coca-Cola, Disney
Freedom
Artemis, the Seeker
Artemis, the Greek Olympian goddess of wild animals, the moon, nature, and healing.
She is the voyager of independence, expression, authenticity, and curiosity. She invites self-expression and discovery while stoking ambition.
Brand Messages:
Take the road less traveled.
Brand Voice:
Authentic, independent, curious.
Brand Vibe:
Bringing the natural world in, images of wild animals, arrows, moon, travel
Core Desires:
The freedom to find out who you are through exploring the world.
To experience a better, more authentic, more fulfilling life.
Examples:
Patagonia, REI, Jeep, GoPro
Freedom
Athena, the Sage
Athena, the Greek Olympian goddess of wisdom, protection, guidance, heroism, and handicraft.
She is the expert in education, information, exclusivity, and self-reflection. She is a wise, perpetual student.
Brand Messages:
The truth will set you free.
Everything is a learning experience.
Brand Voice:
Educational, informative, exclusive, reflective
Brand Vibe:
Muted color palettes, especially blues and greens, books, journals
Core Desires:
To use intelligence and analysis to understand the world
Examples:
NY Times, Oprah, CNN, TED, Google
Connection Brands
If your brand is based on Connection:
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Your brand is all about providing connection and belonging for your clients/customers.
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You are magnetic, silly, or relatable.
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Your company is here to offer a product or service that is needed to generate community, intimacy, passion, playfulness, or honesty.
Read through this guide to discover more about the three primary structure brand personalities and see which one most resonates with you and your company.
Connection Archetypes
Connection
Aphrodite, the lover
Aphrodite, the Greek Olympian goddess of love, beauty, seduction, and passion.
She is the muse of connection, aesthetic, indulgences, and emotion. She is a magnet of love and gratitude.
Brand Messages:
You're the only one for me.
Brand Voice:
Adjective-rich language, emotion, put-together
Brand Vibe:
Aesthetically pleasing, soft and lavish, textures, glam, flowers
Core Desires:
Build loving and committed relationships.
Being in relationship with people, work, and surroundings.
Examples:
L'Oreal, Hallmart, Haagen-Dazs, Godiva, Dior
Connection
Hermes, the Entertainer
Hermes, the Greek Olympian god of messages, boundaries, and travelers.
He is the jokester of creativity, silliness, relatability, cleverness, and humor. He is a constant reminder to live life to the fullest.
Brand Messages:
Live life to the fullest.
Brand Voice:
Creative, informal, unconventional, silly, relatable, clever
Brand Vibe:
Travel-inspired decorations, sophisticated but casual
Core Desires:
To live in the moment with full enjoyment.
To have a great time and lighten up the world.
Examples:
Old Spice, Skittles, The Onion, Reductress, M&Ms
Connection
Odysseus, the Neighbor
Odysseus, the mortal who shone among the gods and goddesses of mythology.
He is a figure of wholesomeness, helpfulness, transparency, and comfort. He's all about connecting with others.
Brand Messages:
We're better together.
Brand Voice:
Informal, wholesome, helpful, transparent, comfortable.
Brand Vibe:
Casual, welcoming, community-focused
Core Desires:
To connect with others.
To belong and create belonging.
Examples:
IKEA, Wrangler, Budweiser, Patagonia, AirBnB
Legacy Brands
If your brand is based on Legacy:
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Your brand is all about creating positive change and leaving your mark on the world.
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You are a rebel, a visionary, or a warrior.
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Your company is here to offer a product or service that is needed to overthrow flawed systems, make dreams come true, or make it to the finish line.
Read through this guide to discover more about the three primary structure brand personalities and see which one most resonates with you and your company.
Legacy Archetypes
Legacy
Prometheus, the Outlaw
Prometheus, the Greek Titan god of fire, civilization, survival, and crafty counsel.
He is the rebel of disruption, challenging the status quo, rebellion, bravery, and spirit. He provokes free-spirited rebellion for the good of all.
Brand Messages:
Rules are made to be broken.
"The way it's always been done" is not acceptable.
Brand Voice:
Badass, audacious, bold, disruptive, rebellious, free-spirited, brave
Brand Vibe:
Edgy, big adventures, bold colors like orange, red, and yellow
Core Desires:
Revolution.
To overturn what isn't working.
To overthrow a flawed system.
Examples:
Harley-Davidson, Vans, MTV, Bitcoin
Legacy
Circe, The Mage
Circe, the Greek sorceress of potions, herbs, and transformation.
She is the visionary of charisma, magic, flow, curiosity, synchronicity, and discovery. She is sought after for transforming dreams into reality.
Brand Messages:
I make things happen.
Brand Voice:
Charismatic, charming, driven, curious
Brand Vibe:
Witchy, dark colors, especially red and black, moody, playful
Core Desires:
To understand the fundamental laws of the universe
To make dreams come true.
To create, change, or transform.
Examples:
Disney, Dyson, MAC Cosmetics, Polaroid
Legacy
Hercules, the Hero
Hercules, the half-god, half-mortal of strength and heroes.
He is a star of ambition, power, persistence, bravery, competence, and determination. He cheers on brave decisions, courageous acts, and perseverance.
Brand Messages:
Where there's a will, there's a way.
Brand Voice:
Confident, powerful, determined.
Brand Vibe:
Active, success stories, bold colors like orange, yellow, and black
Core Desires:
To prove one's worth through courageous acts.
Examples:
Jordan, Marvel, Gatorade, Nike