What is a brand archetype?
Brands can be categorized into archetypes based on their core values and visual and verbal characteristics.
When a brand is created (or reinvented), a carefully chosen and applied archetype provides guidance for building and maintaining a consistent brand image. It supports brand positioning, the development of visual and verbal style, and coherent communication. It helps differentiate the brand from competitors and strengthens brand identity in the long term.
BrandBar’s own archetype system identifies eight archetypes based on core brand values:
MARS
reedom, exploration, innovation
Independent and often pushes boundaries. Has an inherent need for change. Moves without constraints, follows their own path even when others oppose it. Curious, experimental, bold. Enjoys challenges.
MERCURIUS
ambition, direction, trend-setting
Energetic, ambitious, charismatic. Quickly recognizes opportunities and knows how to turn them to their advantage. Attracts many followers. Enjoys being the one others look to for direction.
JUPITER
status, excellence, power
Goal-oriented, results-driven, unquestionable. Motivated by prestige, power, and dominance. Values excellence and authority, and readily takes on leadership roles.
APOLLO
control, stability, structure
Disciplined and organized. Strives for predictability and clear frameworks. Values logic, order, and transparent systems. Defined by rational practicality and minimalist precision.
TERRA
continuity, balance, peace
Wise, calm, and even-tempered. Values inner harmony, safety, familiar routines, and a known environment. Follows traditions and draws strength from nature.
CERES
care, support, service
nclusive and community-oriented. Feels fulfilled when helping and caring for others. Responsibility is one of their core values. Committed to long-term, higher-purpose goals.
JUNO
love, connection, sharing
Empathetic, approachable, and energized by human relationships. Values honesty, openness, and deep bonds built on trust. Acts as a unifying force between differing perspectives.
VENUS
joy, play, excitement
Spontaneous and playful, driven by carefree pleasures and the magic of the moment. Loves variety and light, easygoing social interactions. Charming and cheerful. Guided by sensuality, joy, and personal freedom.
If you’re curious how a well-chosen archetype
could support your brand, feel free to reach out to us!
Designed and developed by BrandBar l Illustrated by Bodó Gábor