The 12 Brand Archetypes That Make Businesses Successful [Quiz]

What is it you provide that makes your clients' lives better?

You might think the answer is straightforward.

Mops that clean themselves—no more mess!
Cars that are friendly on the environment—no more fossil fuel guilt! 
Web design that empowers businesses to own their sites—no coding involved!

But that's not what I'm talking about.

What is it about your brand that makes clients' lives truly better? 

Not just in terms of what you sell—but the value you bring to each customer's life?

Comfort? Motivation? Joy?

You might not really know. 

Honestly, it's rare that you get feedback that in-depth from your customers. Especially about something that's so hard to pin down. Seriously—we're talking some Jung-level shizz. 

But determining that special something is exactly how average businesses become successful brands.

Companies invest millions of dollars in consumer research panels and studies. But we don't all have those kinds of resources.

Luckily, there are strategies to help businesses start honing in and finding that key to their brand.

One great tool: brand archetypes.

These are 12 characters that all great brands embody. Each archetype has its own characteristics, strengths, challenges, and unique value it brings to customers.

And anyone can find their archetype—and get a kickstart into those insights that take brands to the next level.

So what are the brand archetypes, and which one are you?

Let's find out!

This quiz is so helpful. Brand archetypes are SUCH a powerful tool. They're that extra something that can turn a business into a full-fledged brand. Find out which brand archetype you are! | Hoot Design Co.

What is a brand archetype?

A brand archetype is the role that your brand plays in your consumer’s life.

How do you fit into their narrative and what emotions does your brand convey? The brand archetypes will help you answer these questions for your business.

Once you understand which archetypal category your customers have put you in, you can cater to their needs and speak directly to them.

So what are these archetypes, you ask?

The 12 brand archetypes:

Brand Archetypes.png
The Magician: Logical, analytical, insightful
The Patriarch: Dignified, authoritative, inspirational
The Angel: Optimistic, innocent, pure
The Enchantress: Mysterious, tempting, sensual
The Actress: Glamorous, dramatic, involved
The Troubadour: Joyous, free-spirited, agile
The Jester: Witty, resilient, daring
The Warrior: Confident, powerful, heroic
The Queen: Relaxed, comforting, social
The Mother Earth: Stable, genuine, nurturing
The Matriarch: Organized, systematic, controlled
The Sage: Wise, visionary, mentoring

Let's get specific:

If you're really going to use this archetype as a guide for your business, you need the low down on each one.


The 12 Brand Archetypes

1. The Magician


Traits of The Magician:

If you're a Magician, your business comes off as logical and insightful. But not cold. Customers trust your expertise and know you'll steer them in the right direction.

Magicians are commonly businesses that are in a specialized industry. If you have a lot of specific expertise that is hard to explain to a layperson, you're most likely giving off a Magician vibe.

The Magician's strengths:

The great thing about Magicians is that your clients trust your opinion. They know that you've got the goods, and they want you to take their pain points off their hands.

The Magician's challenges:

The downfall of Magicians is remaining personal—while communicating your expertise.

Having a business built on insight means you know your stuff, but it doesn't make you instantly likable. But this is easy to fix with kind and supportive messaging, so don't you worry Magician!

Famous Magician: IBM

Famous Magician brand: IBM

Famous Magician brand: IBM



2. The Patriarch



You have built-in gravitas that makes customers see you as a credible source. Customers perceive your steadfast success as a source of inspiration. Your brand is a noble role model within your industry. 

Patriarch archetypes do well in a luxury industry because of their dignified air. People trust that your business knows what's cutting edge and worth their time. 


Patriarchs are great at being leaders and guiding their clientele with a steady hand. If you play your cards right, your customer base will trust that you're going to steer them in the right direction.


Be wary of your leadership coming off as condescending. It's an important distinction in your messaging that you are a guiding force, not an arrogant ruler. 

Famous Patriarch: Rolex

Famous Patriarch brand: Rolex

Famous Patriarch brand: Rolex


3. The Angel



Your customers rely on your business to be optimistic and pure. Your brand is built around spreading joy and inspiring others. 

Angel brands are cheery, innocent, and pretty rare. It's tough to navigate a brand that's both benevolent and proactive. But it can be done. Coca-Cola is a perfect example of prominent advertising that does wholesome super well.


Angels are able to pull off whimsical and nostalgic messaging better than anyone else.  Being goofy and generally delightful will make your customers excited to hear from you again.


A common pitfall for Angels will be appearing juvenile rather than innocent. Your brand should be going for timeless over trendy, so don't follow whatever 'kids these days' are up to. Follow your angelic moral compass.

Famous Angel: Coca-Cola

Famous Angel brand: Coca-Cola

Famous Angel brand: Coca-Cola


4. The Enchantress



Your brand is mysterious and tempting. Customers want to be a part of your club so that they feel 'in' on the secret. 

With a name like Enchantress, you may think that these brands are typically feminine and seductive, like Victoria's Secret. But that's not necessarily true.

Although Victoria's Secret is a good example, there are a wide variety of brands who stay tempting without crossing into raunchy.

Apple is an Enchantress to look up to because their advertising is always alluring. When Apple releases its newest gadget—there's a line out the door.


A great thing about being an Enchantress brand is that you have built-in momentum in your marketing. When people are on the edge of their seat waiting to hear from you, you don't have to worry about making a splash.


Make sure you don't go quiet on your audience. If you don't give your customers anything to look forward to, you can appear aloof. Or worse, you'll be forgotten.

Make sure your messaging is alluring rather than vague as heck!

Famous Enchantress: Apple


5. The Actress



Glamour is your brand's top export. You are sophisticated but not quite intimidating or cold. You're seen as a brand that is innovative while always retaining a strong emotional connection with your audience.

Because Actress brands are all about glamour and drama, they're often luxury or beauty businesses. But no matter what industry you're in, your attitude is bold and unapologetic. You are emotional about your customers and they reciprocate your feelings. 


A benefit about being an Actress brand means that you can pull off a daring and dramatic ad better than your competitors.

of all of the perfume and car ads you've seen that have classic music and moody lighting—they're total actresses.


Appearing self-absorbed is the biggest challenge Actress brands face.

It's easy to get carried away with the exciting happenings of your brand. But make sure you still feel emotionally available to customers.

Famous Actress: Chanel

Famous Actress brand: Chanel

Famous Actress brand: Chanel


6. The Troubadour 



Your brand is straight-up fun! Your joyous biz keeps you flexible and exciting to your customers. You can take whatever comes because you've got a comeback prepared. 

Troubadour brands are a total blast—but that's not to say that they're immature. Your customers are looking for a brand to cut through the fog of blah messaging that they're inundated with. Cue the Troubadour with their bouncy messaging and bright visuals.


The great thing about being a Troubadour is that being chipper and bright comes across as genuine. You can joke around and be goofy with your customers without it seeming off-brand. 


Appearing grown-up can be a big challenge for an archetype that's so funny and fresh.

When it comes time for a hard sell tactic or crisis management, make sure that you've got on-brand but appropriate messaging tools in your arsenal.

Famous Troubadour: Lego

Famous Troubadour brand: Lego

Famous Troubadour brand: Lego


7. The Jester



Your brand is witty and daring. Throughout different seasons and happenings, your customers can look to your business for a good attitude and fun offerings

Unlike the Troubadour, the Jester is provocative and has some spicy substance.

Old Spice is a total Jester because their wit is edgier than something you would see from a Troubadour like Lego. And Old Spice's color palette isn't crazy bright and fun. Old Spice is funny but keeps it edgy.


Being a Jester makes you super likable. Your customer is looking for wit to keep their attention and a product they can get excited about. A Jester is the perfect package for a consumer who is bored of their same old song and dance.


A tricky aspect of the Jester life is striking a balance between embracing irony and coming across as out-of-touch.

Be careful taking it over the edge: you don't want your sarcasm to end up feeling more caustic than witty.

Famous Jester: Old Spice

Famous Jester brand: Old Spice

Famous Jester brand: Old Spice


8. Warrior



Your business is confident and heroic. Customers look to you in times of uncertainty because your brand is consistent and strong. 

Warrior brands have the leadership skills of a Patriarch but they aren't afraid to get their hands dirty. Customers want a brand that motivates them to be better in many aspects of their life.

Nike does an awesome job at inspiring their customers to be fit and have a badass attitude.


Being a warrior means that your brand exudes strength. This helps your customers like and trust you because they're sure that your brand is here to stay.


Being a warrior can be difficult because you can feel emotionally vague.

Stay tuned in with your customers even though it might be easy to put on the tough guy facade. Warriors can seem closed off without some emotional language sprinkled into their messaging.

Famous Warrior: Nike

Famous Warrior brand: Nike

Famous Warrior brand: Nike


9. The Queen 



Where the Actress archetype is dramatic, you are cool and collected. Your brand is social and never frenzied. You have fun with your audience, but you never lack substance or grace.

The Queen archetype is exactly what you would think. Think of an actual queen. She is graceful and calm but definitely sympathetic and kind to her audience. No matter what field you're in, you can be a Queen archetype. You just have to be collected and confident.


Being a Queen brand means that you're a calming presence for your customers. While your audiences deal with their day-to-day stresses, your brand is an aspirational reminder to them to keep calm and carry on.


Make sure that you're keeping up the energy in your marketing. Being cool as a cucumber might make it easy to fall into a sleepy tone. Keep your messaging engaging with powerful calls to action.

Famous Queen: Dove

Famous Queen brand: Dove

Famous Queen brand: Dove


10. The Mother Earth



Your business is stable and nurturing. You provide good advice and consistent quality for your customers and they appreciate your reliability. 

Your brand is the epitome of providing substance for your customer. Nothing you do should be vapid or chaotic because you are always thinking about how to serve your customer.

Mother Earths are brands that make their customers really feel taken care of. This nurturing quality is essential as customers typically feel like businesses take advantage of them in the marketplace.


It's essential that your customers trust you. And luckily for you, your nurturing personality makes that trust much easier to achieve. Consumers often feel that companies rarely have their back in tough times. You can show them how important they are to you and your business.


Because your brand is at the far end of the substance spectrum, keep your capabilities in mind. Make sure that you're still letting your customers know that you know your stuff. Even though you're one of the most comforting brands out there, you're still serious about business.

Famous Mother Earth: Volvo

Famous Mother Earth brand: Volvo

Famous Mother Earth brand: Volvo


11. The Matriarch



You are organized and masterful. Your brand always has a plan and your customers appreciate the way that you easily take charge.

A Matriarch has substance and by no means have their heads in the cloud. When your customers interact with you, they want to know that you have your sh*t together.

Matriarchs are great at taking care of all the details while their clients are enjoying themselves. And that kind of good karma keeps people coming back.


The great thing about being a Matriarch is that you can tell it like is. Because your dream client is looking for expertise, your brand can feel comfortable about being honest and taking charge.


But having so much knowledge can be a double-edged sword. You're able to control your image, but don't try to control your environment too much. This could come across as overbearing. Keep your messaging refined instead of frenzied to avoid a controlling vibe.

Famous Matriarch: Mercedes-Benz

Famous Matriarch brand: Mercedes-Benz

Famous Matriarch brand: Mercedes-Benz


12. The Sage



You are wise like the Magician, but offer the mentoring of a Mother Earth. Your brand uses its expertise to pass on lessons to the community it serves. Combining your intellect with substance helps customers relate to you.

Sages are the smartest helpers you could ask for. They're always looking to serve, and their innovation makes them extremely helpful.

The word 'mentor' is key for the Sage brand and should be used to your advantage. Customers are looking for a relatable guide, and Sages are here for them.


A great aspect of the Sage archetype is the substance that you bring to your expertise. You are able to integrate kindness into otherwise lofty and dry topics. Think about how innovative Google is, yet how they're still accessible to everyone.


The difficulty of being a Sage brand is striking a balance between being welcoming and innovative. It might be easier to leave your customers out of the loop, but a Sage brand prioritizes education over ease.

Famous Sage: Google

Famous Sage brand: Google

Famous Sage brand: Google


Which brand archetype are you? 

Each archetype has its strengths—which are you?

Take the quiz!

You've dug deep and found your archetype—now go forth and conquer!

See how you can implement this archetype in your visual branding, messaging, and promotions. Using the perceptions of your business as a tool to find your dream customer is savvy and necessary. 

Feeling like you need call in the experts?

If your branding and content need an archetypal boost, send us an inquiry.

Now go rock it!

Hoot Design Co. is a marketingbranding, and design agency located in Columbia, MO. We specialize in creating a custom and comprehensive marketing strategy centered around your business's unique strengths and educating you with the tools you need from day one. From logo design to brandingwebsite design and execution, and ongoingsocial media marketing and content marketing strategies in-person and through online courseswe're focused on your business success every step of the way.

What You Need to Know About Customer Accounts in Squarespace

There's one huge feature we've always wanted in Squarespace: customer accounts.

You know what I'm talking about, right?

I mean the ability to have a unique login you can use to see your past orders, view your account details, and more. It's a common feature on e-commerce websites all across the internet.

Yet, alas—Squarespace lacked this common e-commerce feature since its birth. And that seemed ridiculous!

Squarespace's lack of customer accounts was a huge drawback for businesses whose bread and butter comes from online sales. In fact, the lack of customer account capabilities was damaging enough that we have actually turned away potential website customers who needed the functionality.

For years, online buyers could only view receipts, shipping info, and payment details in their email confirmation after making a purchase from a Squarespace website. There was absolutely no way for a customer to view their purchase history.

And business owners suffered, too—analyzing individual behaviors is a lot harder when you don't have accounts to look at

Altogether, the lack of customer accounts really sucked—for you and your customers!

But now, all that's about to change.  

Squarespace has announced that it's finally launching a customer accounts feature on Commerce plans.

And as Squarespace website designers and developers we couldn't be more excited. 

What does this mean for your capabilities—and for your customers? More than you might think. We've got all the details on Squarespace's new customer accounts feature and we're ready to let you in.

Ready for the details?

Read on!

Everything you need to know about the new customer accounts in Squarespace. Squarespace letting e-commerce website customers make their own account is going to be a HUGE improvement. Read on. | Hoot Design Co.

What's the big deal with customer accounts?


Seriously, there is SO much to get excited about here, guys. It's a huge step for Squarespace to be able to support this capability—because it makes the platform so much more robust and ultimately increases your ability to sell to your client.

Customer accounts are going to be one of the final stepping stones that cement Squarespace as a best-in-class choice for websites.

On Commerce plans, you'll be able to turn on customer accounts—and open whole new doors of possibilities from there.


So what exactly will customer accounts mean for your business?

We've got the top five ways customer accounts are going to boost your e-commerce website:  

1.  Make your customers feel more in control  

Customer accounts in Squarespace are going to work like customer accounts anywhere: A user creates a login with their email address and chooses a password. After creating their account the customer can sign in anytime they visit your site.

Once they're signed in, customers can view their purchase history, account details, and save credit card info and shipping address if they so choose. All these details add up to a more streamlined purchasing process and an improved customer experience on your site.

It seems so simple because we've all done it a million times beforebut never as a customer on a Squarespace e-commerce website. 


2.  Get better insights into purchasing behavior

Now that you can see what each purchaser does at an account level, not just purchase by purchase, you'll be able to seek out wider trends. You can ask (and answer!) questions like...  

  • Do people purchase multiple products at once?
  • Do they come back right away to make a second purchase?
  • Are individual buyers even coming back at all?

Now, you'll be able to gain these insights and more as you are easily able to take a look at buyers' behaviors person-by-person, not just order-by-order.

[Related: Ask these three questions to discover your dream client]

3. Re-engage customers more effectively (and sell more)

After a customer makes a purchase, what do you do? Re-engage them, of course!

Re-engagement refers to getting customers who made one purchase to come back again.

The implications for you as an e-commerce business owner trying to re-engage previous buyers are huge: With individual customer by customer insights, you'll be able to take a closer look at how individuals interact over time. 

With more account-by-account information, you'll be able gauge individuals' interests more precisely.

Of the following two products, which one do you think someone who's only bought SEO-related products would be interested in buying:

  • A guide to DIY branding? Or...
  • Additional products that can help them master their website's search appearance

The one related to their existing interests, of course!

So which email leading to a product would more likely convert this customer again: Master your brand appearance with a DIY brand template, or Next steps: 10 more SEO mastery techniques?


[Related: How to funnel customers to your website again and again]

4. Get more control over your brand's email touchpoints

With customer accounts, Squarespace making sure you can customize the email notifications your buyers will receive. That means making them as branded as possible in appearance AND messaging, of course!

Within the Notifications panel, you'll be able to customize emails that your customers receive in connection to their account—including the email welcoming your customer to their new account on your website, the password reset email, and password updated confirmation email.

[Related: Why email marketing is perfect for growing your business]

5. Increase customer loyalty

This final benefit might not seem as obvious, but it's huge. It's the result enabling customer accounts ultimately accomplishes: Increasing customer loyalty to your brand.

When a customer creates an account with your business, they're forging a direct tie to you—a connection that will remain in place even after they complete their order. 

Adorable illustration of how much your customers love you via Giphy.

Adorable illustration of how much your customers love you via Giphy.

The implication here is psychological: When a customer create an account, it's almost like creating their own new little home. A home that is directly tied to your brand.

Not to sound devious, but that connection puts your customer directly into your lap—which is just where you want them to be. 

The bottom line on customer accounts:

Customer accounts represent a huge step forward for Squarespace. We can't wait to dive into this functionality with our clients.

And, speaking of, are you in the market for an e-commerce website? Get in touch—you know who to contact. 😉

Hoot Design Co. is a marketingbranding, and design agency located in Columbia, MO. We specialize in creating a custom and comprehensive marketing strategy centered around your business's unique strengths and educating you with the tools you need from day one. From logo design to brandingwebsite design and execution, and ongoingsocial media marketing and content marketing strategies in-person and through online courseswe're focused on your business success every step of the way.