What’s Your Vibe?

Some brands just don’t feel that interesting.

Maybe they’re bland. Maybe they’re forgettable. Or maybe they just don’t click with you.

But the brands we are drawn to often resonate in ways we can’t fully explain. One reason? Brand archetypes.

Rooted in Jungian psychology, the idea of brand archetypes was first applied to marketing by strategist Margaret Mark and psychologist Carol S. Pearson. They identified a set of classic human needs and mapped out 12 distinct brand archetypes that respond to them — each with its own essence, flavour, and emotional pull.

Take Harley-Davidson. It’s a textbook example of the Outlaw archetype — disruptive, rebellious, anti-establishment. The leather jackets, roaring engines, and unapologetic presence aren’t just style choices — they’re signals. They tap into people’s craving for liberation and nonconformity.

Contrast that with the Everyman archetype — think IKEA or Levi’s — brands that champion belonging, authenticity, and accessibility. These brands make us feel like we fit in, like we’re part of something familiar.

Here’s a quick look at the 12 main archetypes:

• The Innocent – safety, simplicity, goodness

• The Explorer – freedom, adventure, discovery

• The Sage – truth, wisdom, understanding

• The Hero – courage, achievement, strength

• The Outlaw – rebellion, disruption, liberation

• The Magician – transformation, vision, possibility

• The Regular Guy/Gal (Everyman) – belonging, connection, equality

• The Lover – intimacy, beauty, passion

• The Jester – joy, fun, irreverence

• The Caregiver – service, empathy, protection

• The Creator – innovation, expression, imagination

• The Ruler – control, order, leadership

Once you start spotting them, you’ll see archetypes everywhere — in logos, taglines, ad campaigns, and content strategy. Whether consciously chosen or not, a strong archetype helps a brand feel like something.

So how do you apply this?

Start by exploring which archetype reflects your brand's personality — or better yet, the emotional need your brand fulfills. Let that archetype shape your look, tone, content, and vibe.

In our Impact Framework at Media Department, we see this as part of quality of execution. It's not just what you say — it’s how it feels. Style, tone, and vibe are essential components of impactful storytelling.

And let’s be honest: It’s more fun to run a brand with a personality. One that speaks for itself — and maybe even teaches you something surprising about your own.

-Love, Your Media Department