New Year, New Brand: I resolve to figure out my brand archetype


We all want a loyal following. We’re constantly looking for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their life. What we don’t often realize is that connections are relationships. If we aren’t clear about who we are, no one is going to be interested in dating us.

The short version is this: There are 12 basic identities—or archetypes—a brand can assume. Check out our infographic below, that describes each archetype in detail and then discover which archetype your brand is.


We love helping clients discover their brand archetype so they can continue to create a loyal following. If you’d like our help, submit your email below.

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Austin Esry