The Step Change Blog

Discover the 12 famous archetypes and how they can make your brand top-of-mind for your consumers.

Your brand is anything that comes from your company as a specific source. To the consumer, it symbolises what they can expect when they do business with you. And in today’s crowded marketplace, it’s more important than ever to ensure that your brand stands out from the crowd. 

This blog post features the 12th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

If you're not having fun, you're doing something wrong, says the Jester. Does your business love having fun and living in the moment?

Does your business create products or provide services that help make a person more attractive, enjoy intimacy, or build relationships? Read on.

The Innocent customer looks for products that will make living life simple and good. Does your business offer this?

The nurturer, the supporter, the parent, the saint — this is the Caregiver archetype. Find out if this suits your brand.

When brands identify with archetypes, customers are drawn to them. No wonder archetypal marketing is now a prerequisite to effective marketing. Discover how you can use the brand archetypes in your own business.

This blog post features the 7th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

This is the 6th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

This is the brand archetype for the revolutionaries, the misfits, and the radicals. Think: Harley Davidson. Richard Branson and his Virgin empire. The Australian bushranger Ned Kelly. Does your brand define the Outlaw? Find out here.

Do your products or services gratify the desire for freedom and adventure? The Explorer could be your brand’s archetype. Find out here.

Hero brands help people achieve their ambitions. They help people solve social, environmental and other major issues. Is your business a hero brand?

Known as the truth seekers, Sages bring life to their brand through facts, higher-level vocabulary and deep imagery — does this sound like your business?

Discover the Ruler archetype, and find out if this is the core archetype best suited for your business.