The Hero’s Journey: Find Your Personal Brand Archetype

What’s your story?

There’s only one story arc with a predetermined cast of characters: so said literary professor Joseph Campbell, who called the theory “the hero's journey.” This concept then made its way to the world of branding through the seminal book, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (if you want to nerd out with just the Cliff’s Notes, try this Medium piece). Essentially, brands can convey meaning by tapping into our subconscious response to this familiar cast of characters. And it’s not just for the Starbucks and Apples of the world—you, too, can define your personal brand archetype.

Archetypes with the desire to explore spirituality.

The Innocent 
Motto: Free to be you and me.
Brand example: Dove

The Sage
Motto: The truth will set you free.
Brand example: NPR

The Explorer
Motto: You only get one life—make it count.
Brand example: Patagonia

Archetypes with the desire to leave a legacy.

The Outlaw
Motto: Rules are meant to be broken.
Brand example: Harley-Davidson

The Magician
Motto: Anything can happen.
Brand example: Apple

The Hero
Motto: Where there’s a will, there’s a way.
Brand example: Nike

Archetypes with the desire to pursue connection.

The Lover
Motto: I only have eyes for you.
Brand example: Chanel

The Jester
Motto: If I can’t dance, I don’t want to be part of your revolution.
Brand example: Ben & Jerry’s

The Everyman
Motto: All people are created equal.
Brand example: Target

Archetypes with the desire to provide structure.

The Caregiver
Motto: Love thy neighbor as yourself.
Brand example: Campbell’s

The Ruler
Motto: Power isn’t everything, it’s the only thing.
Brand example: Mercedes-Benz

The Creator
Motto: If it can be imagined, it can be created.
Brand example: Lego

Once you figure out your archetype, think of it as a guiding principle. First, it will offer you differentiation and prevent you from feeling the need to act out of character. It will also set the tone for what people can expect from you—they will be equipped to view interactions and contributions in the spirit they were intended. Importantly, your archetype will connect with your intended audiences’ desires and win you some understanding at a deeper level.

Content adapted from Medium: “Brand Archetypes: The Ultimate Guide with 48 Examples,” by Arek Dvornechuck.