Brand Archetypes Explained: The Jester
Have you ever watched an ad and felt an innate trust of the source? Have you ever felt like a brand was speaking to you? If so, it’s probably because you share the same archetype. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. For the Jester brand archetype, companies that connect with their audiences share their desire to connect with others by living in the moment and spreading joy, laughter and humor. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. You can also see our previous post on The Innocent, The Sage, The Explorer, The Outlaw, The Magician, The Hero and The Lover Archetypes.
The Jester
Think court jester or clown. Brands under this archetype seek to help others enjoy life and spread joy through their own optimism and humor.
Characteristics:
Funny
Playful
Entertaining
Cheerful
Desire/Goal:
To make others feel good and joyful.
Things to Consider:
At times, Jester brands can come across as insensitive with their humor or disrespectful.
Complementary Colors:
Red: Excitement and energy
Orange: Friendly and playful
Yellow: Optimistic and hopeful
Wondering how to capitalize on your archetype? Send us an email! Our marketing and design services can help enhance your branding and expand your reach.
