The caregiver is characterized by compassion and self-sacrifice. Think about an empathetic nurse, a caring concierge or a grandmother pampering her grandchildren. The caring archetype suits companies and organizations that are concerned with care, for example in health care, non-profit and hospitality.

Also known as: saint, altruist, mother, servant, helper, supporter, martyr, advocate and caretaker
Promise: I treat you the way I want to be treated
Deepest wish: to protect people from evil
Aim: helping others
Fear: selfishness and lack of gratitude
Weakness: martyrdom and being victim of abuse
Strategy: doing things for other people
Gift: compassion and generosity
Motivation: stability, control and safety
Tone of voice: thoughtful, nice
What customers feel: loved, safe, grateful, “I am not alone” and “I am taken care of”

*More information about the caregiver archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!). 

It sounds contradictory… the creator longs for freedom but seeks control. Hanging in this delicate balance, we find visionary and innovative brands that value imagination and self-expression. Particularly in the fields of arts, design, marketing, and technology.

Also known as: artist, designer, musician, writer, dreamer and builder
Promise: trust the creative process
Deepest desire: to create something of endless value
Aim: to shape a vision
Fear: mediocre vision and execution, the loss of inspiration
Weakness: perfectionism, prima donna behavior
Strategy: to master an artistic or technical skill
Gift: creativity and imagination
Motivation: stability, control and innovation
Tone of voice: unique, descriptive, visual and rich in metaphors
What customers feel: amused, inspired, “I want to be able to do what he can”

*More information about the creator archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!). 

Discovering who you are, finding yourself, that is the ultimate goal of the explorer. Even while traveling the outside world. “Sometimes you have to go far to come close.” In our western world, the urge to discover is everywhere and always, whether explicitly or implicitly. The brands that respond to our need for freedom, adventure and independence are true explorers.

Also known as: seeker, wanderer, individualist, pilgrim, pioneer, adventurer and scout
Promise: find and follow your own path
Deepest desire: the freedom to discover the world and/or yourself
Aim: to lead a satisfiable and authentic life
Fear: inner emptiness and imprisonment
Weakness: wandering aimlessly, not belonging anywhere
Strategy: discovering new things
Gift: ambition
Motivation: independence, satisfaction and freedom
Tone of voice: open-minded, inventive, tolerant
What customers feel: adventurous, developed, amazed, alive, “I have no limits”

*More information about the explorer archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!). 

Ordinary people… we just love them. They are the ones who can do great things but are not in it to be seen as great. To them, it’s all about being real and truthful, about working hard and being honest. Modesty is their motto. The guy next door loves common sense and being true to himself. Entrepreneurs with the guy next door archetype are lucky bastards, because they are so recognizable. They are ‘one of us’. It’s that with what they conquer our hearts.

Also known as: friend, realist, citizen, the good neighbor, the silent majority
Promise: we’re all equal
Deepest desire: connection with other people
Goal: to fit in
Fear: to not fit in, to be elite
Weakness: loss of identity in the eagerness to belong
Strategy: finding something that binds people, merging
Gift: realism, empathy, authenticity, modesty
Motivation: belonging
Tone of voice: friendly, nice, modest, honest, practical
What customers feel: understood, seen, embraced, “if he can do it, I can do it too”, warm, familiar

*More information about the guy next door archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!). 

Who does not like to have fun? The role of the clown is to bring people together to play and have fun in life. He is the perfect entertainer, knows how to make sure people feel good – a feeling that every brand wants to be associated with.

Also known as: magician, joker, jester, comedian and artist
Promise: if you do not have fun, something is not right
Deepest desire: to experience moments of pleasure
Goal: have a crazy time and lighten the world
Fear: being bored or getting bored by others
Weakness: idle time, nonchalance
Strategy: being funny and enjoyable
Gift: joy and humor
Motivation: pleasure
Tone of voice: enthusiastic, expressive, full of self-mockery, the crazy emphasis, joking
What customers feel: playful, energetic, entertained, amused, light, “I love life”

*More information about the clown archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

That great feeling he gives you. The feeling that you are the most beautiful, beloved person on earth. You walk on roses with the lover on your side. He knows that too. The lover archetype knows that people want to feel special, and he wants to give them that feeling. Intimacy, friendship and a real connection. Nobody is alone. What does love have to do with our lives? Everything.

Also known as: partner, spouse, friend, associate, seducer, teambuilder and enthusiast
Promise: everything revolves around love
Deepest desire: intimacy
Aim: to have relationships
Fear: being alone and unwanted
Weakness: loss of own identity while busy seducing others
Strategy: being attractive to others
Gift: passion and appreciation
Motivation: connection and belonging
Tone of voice: affective, warm, with many adjectives
What customers feel: excited, enthusiast, affection, enchantment, “I want what he is having”

*More information about the lover archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

Oh, how attractive and appealing: transformation, a new beginning, a metamorphosis. Pure magic! Brands of the magician archetype bring us excitement and seduce us with the promise: you too can be better, stronger, and more beautiful. Embraced with uninhibited curiosity, fundamental knowledge and spot-on intuition, the magician creates wonders from situations of stagnation and chaos. There is a life before we knew them and a life after we got to know them.

Also known as: inventor, visionary, shaman, alchemist, intuitive
Promise: if you can dream it, you can do it too
Deepest desire: understand how the world works
Aim: realize dreams
Fear: unintended negative consequences
Weakness: manipulation
Strategy: develop a vision and live it fully
Gift: finding win-win solutions
Motivation: mastery
Tone of voice: lightening, moving, clear
What customers feel: fascinated, enchanted, “I want to experience this”, “I’m on the edge of something big”

*More information about the magician archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

We all have a wild side, and the rebel speaks to exactly that part of us. To our deep-rooted wish not to conform to anything, to our rebellion. The rebel ignores social norms and even searches for ways to destroy them. Not just to destroy, but with the aim to rebuild better ways. Rebels do have causes. Living on their own terms. Viva la revolución.

Also known as: activist, gambler, reformer, revolutionary, exile and dissident
Promise: rules are meant to be broken
Deepest desire: revolution, changing the rules of the game
Purpose: to destroy what does not work
Fear: being powerless
Weakness: crossing the lines, crime, only focusing on pleasure
Strategy: disruption, destruction and shock
Gift: radical freedom
Motivation: liberation
Tone of voice: frank, raw, honest
What customers feel: rebellious, stimulated, excited, driven, impulsive, special, “other people are bad”

*More information about the rebel archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

Where would we be without structure and overview in our lives? Although power, control and authority are easy to abuse, they are also necessary to manage chaos. Brands that offer the world the structure and stability we need, deserve the title of ruler.

Also known as: boss, aristocrat, royalty, politician, manager, godfather and upper class
Promise: let me guide you and everything will be fine
Deepest desire: control
Goal: to create a prosperous and successful community
Fear: chaos, being dethroned
Weakness: being authoritarian, unable to connect with people on their own level
Strategy: show leadership
Gift: responsibility and leadership
Motivation: stability
Tone of voice: refined and clear
What customers feel: awe, admiration, guided, enchanted, happy with good taste, “if I follow him, I share in his success”

*More information about the rebel archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

The endearing child, the dreamer, the optimist. They are all characters of the innocent archetype. Companies use and embrace this archetype to satisfy two large, often unfulfilled, needs in the hectic lives of their customers: simplicity and happiness.

Also known as: purist, idealist, saint, traditionalist, child, dreamer and muse
Promise: life does not have to be heavy, keep it simple
Deepest wish: to experience paradise Goal: being happy
Fear: do something wrong and be punished for it
Weakness: simplistic and naive worldview
Strategy: doing things right
Gift: wonder, confidence and optimism
Motivation: independence and a fulfilled life
Tone of voice: simple, concise, cheerful
What customers feel: happy, encouraged, “I can do this!”, nostalgic

*More information about the innocent archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

A courageous triumph, a victory over adversity, that is what the hero is about. It is his reason of being, there he finds excitement and satisfaction. Determined to achieve his goal, he shows a ‘never give up’ attitude. We have all been inspired or saved by a hero. Where would we be without him?

Also known as: warrior, crusader, savior, superhero, soldier, dragon slayer, winner and coach
Promise: where there is a will, there is a way
Deepest desire: prove value by entering into and enduring trials
Goal: use mastery to improve the world, to win
Fear: be weak and give up
Weakness: arrogance, always need a fight, self-centeredness and aggression
Strategy: to be as competent as possible
Gift: courage
Motivation: mastery Tone of voice: motivating, self-assured, disciplined, direct
What customers feel: inspired, strong, empowered, determined, motivated, “I can meet this challenge by taking action”

*More information about the hero archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).

The truth… what is that? Sages lie awake at night puzzling that question. They are, being perfectionists, not satisfied with vague answers. The sage is on a mission: analyzing everything to find the one and only right answer, and sharing it with others.

Also known as: teacher, expert, detective, researcher, mentor, consultant and thinker
Promise: the truth will set you free
Deepest desire: to discover the truth
Purpose: using intellect to understand the world
Fear: being duped, ignorance, being outsmarted
Weakness: continuously studying details and not taking action, lack of feelings / emotion
Strategy: understanding information, understanding processes
Gift: wisdom and intelligence
Motivation: independence and fulfillment
Tone of voice: factual, decisive, with authority, intelligent, well-researched What customers feel: educated, wise, engrossed, knowing, “I understand”

*More information about the sage archetype and how to use that in your branding, see this page (only available in dutch for now, working on that, sorry!).