The 12 Brand Archetypes that you can use as part of your Digital Brand Strategy - Original slides by Damian Damjanovski

1. Hero Outlaw Magician
Sage Explorer
JesterCaregiver
CreatorRulerLover
Autonomous, curious, discovery,
independenceKnowledge, expertise, wisdom
Achievement, bravery
Care, nurturing, protection, love
Intimacy, romance, indulgence Power, prestige, control, authority Creative, expressive, inventive,
imaginative
Funny, rebellious, truthful, whimsical
Rebellious, disruptive
Transformative, magical moments,
promise
Innocent
Idealistic, simple
Regular Guy
Down to earth, belonging

2. Helps people:
Find happiness, find self
Respond to fears:
Entrapment, Selling out,
Emptiness
Motivation:
Independence & fulfillment
Helps people:
Feel safe or empowered
Respond to fears:
Financial ruin,
Ill health, Uncontrolled chaos
Motivation:
Stability & control
Motivation:
Belonging & enjoyment
Protection & comfort
Helps people:
Have love or community
Respond to fears:
Exile, abandonment
Motivation:
Risk & mastery
Helps people:
Achieve, get motivated
Respond to fears:
Ineffectual, impotent,
powerless