Learn how self-published authors can utilize the 12 classic brand archetypes to create strong, recognizable author brands. Explore examples and strategies for each archetype.
Your author brand is essential for standing out as a reader’s choice. A strong, consistent brand can connect you with your readers on a deeper level, and that’s where the 12 classic brand archetypes come into play. These archetypes—originally based on Carl Jung’s theories—are powerful tools for shaping an author's identity in an authentic and compelling way.
But what exactly are brand archetypes? Simply put, they are universal personas that represent core human motivations. Brands use them to tap into emotions and create connections. For authors, especially those self-publishing, defining your brand archetype is like finding the key to unlocking your unique narrative voice. It clarifies how you present yourself, your writing, and even how you engage with your audience.
Branding is an aspect of your author platform you can’t overlook. Readers are more likely to connect with and remain loyal to brands with clear, relatable personalities. This is why strong branding influences purchasing decisions, which rings true for authors who are essentially marketing themselves and their books to potential readers.
In the following sections, we’ll dive into the 12 classic brand archetypes and explore how each can be applied to your author brand, providing practical examples and tips for incorporating them into your branding strategy.
You are your brand, not your books.
I’m sure you’ve realized by now, but the publishing market is saturated. The rise of self-publishing opened the doors for an influx of new writers, and thousands of books hit vendor platforms each year.
Your competition isn’t only those who publish the “traditional” self-publishing route; web-based content for web novels and comics is sweeping up readers worldwide. The fandoms these online publications create are nothing to scuff at.
So, as a self-publishing author, you face the challenge of not only writing books (how’s that draft going?) but also creating a personal brand that resonates with readers and gives you a leg up. But a brand is more than your book covers or marketing strategies—it’s the emotional connection you foster with your audience. Understanding and applying brand archetypes is a powerful tool to establish that connection.
For authors, aligning your branding with one of these archetypes can create a cohesive identity across all aspects of your writing career—from social media to marketing to the tone of your books. Let’s explore the 12 classic brand archetypes and see which archetype resonates with your unique voice, stories, and audience.
What are Brand Archetypes?
Brand archetypes are universal patterns of behavior or personalities that align with consumers' emotional needs. These personas allow brands—or, in your case, authors—to connect with their audience on a deeper, emotional level.
The concept stems from the work of Swiss psychologist Carl Jung, who believed we all have shared memories and experiences, which he called the "collective unconscious." These archetypes exist in our minds as symbols, images, or ideas we inherently recognize.
In branding, these archetypes help define a brand's personality and relationship with its audience. They offer a framework for storytelling, guiding how you communicate your values, mission, and overall message. For authors, aligning your brand with a specific archetype can create a cohesive identity that resonates with readers, making your brand instantly recognizable.
Take the Hero archetype, for instance. This archetype stands for courage, perseverance, and achievement. Authors who embody the Hero archetype might write adventure, fantasy, or even self-help books that inspire their readers to take action and conquer their challenges. In contrast, authors aligned with the Lover archetype might focus on romance, passion, and building emotional connections through their stories and characters.
As Margaret Mark and Carol S. Pearson noted in their book The Hero and the Outlaw, successful brands align themselves with archetypes to create stronger emotional ties with their audience. This strategy’s versatility works across various industries and business models, and authors who adopt this approach can develop powerful personal brands reflective of who they are and what they stand for.
When applied effectively, brand archetypes help you stand out in a crowded market. They offer a way to tap into your readers' emotional needs and allow you to craft a clear, consistent message, whether you're designing your website, book covers, or social media content.
The 12 Brand Archetypes Applied to Author Branding
Every author brand tells a story, but what makes yours unique?
Whether you're writing high fantasy, contemporary romance, or non-fiction, identifying your brand archetype gives you a clear framework to guide how you present yourself to the world. Here's a quick overview of the 12 archetypes and how they can impact your author branding
1: The Innocent Author
Description: The Innocent archetype is about optimism, simplicity, and purity. Authors aligned with this persona often focus on themes of goodness, hope, and a desire to do the right thing. The Innocent is driven by the need for happiness and to avoid harm, which creates a sense of safety and warmth in their stories.
Ideal Authors: This archetype is a natural fit for children’s book authors, inspirational self-help authors, and even clean romance authors. If your stories uplift, encourage, and bring out the best in people, the Innocent might resonate with your brand.
Branding Tips: To incorporate the Innocent archetype into your brand, focus on creating a light, approachable aesthetic. Use soft colors like pastels, clean fonts, and visuals that evoke simplicity and happiness. Your website and social media should emphasize positive messaging, focusing on hope, joy, and renewal.
Book covers might feature symbols of innocence—flowers, bright skies, or childlike imagery.
Example: Think of Beatrix Potter, whose stories like The Tale of Peter Rabbit embody this archetype. Her works are filled with innocence, portraying a world where kindness and curiosity lead the way.
2: The Explorer Author
Description: The Explorer archetype seeks adventure, discovery, and the freedom to experience the world in new ways. This archetype thrives on pushing boundaries and rejecting conformity. They’re driven by the desire to discover what lies beyond the next horizon.
Ideal Authors: Authors who write science fiction, adventure novels, travel memoirs, or even experimental indie fiction may align with the Explorer archetype. If your writing focuses on characters pushing their limits, exploring new worlds, or discovering deep personal truths, this archetype could shape your brand.
Branding Tips: To reflect the Explorer in your branding, your design elements should feel open and adventurous. Use earthy tones or striking, bold colors that evoke vast landscapes or new frontiers. Your website can feature dynamic imagery—whether it’s mountain ranges or space vistas—encouraging readers to embark on a journey through your stories.
Keep the messaging aspirational, focusing on themes of freedom, curiosity, and discovery.
Example: Authors like Jack London, who wrote The Call of the Wild, embody the Explorer archetype. His works are filled with adventure and the quest for survival in untamed environments. There’s also J.R.R. Tolkien and Elizabeth Gilbert, whose works take readers on transformative journeys.
3: The Sage Author
Description: The Sage archetype is driven by the pursuit of truth, knowledge, and wisdom. Sage authors focus on research, insight, and sharing information with their readers. They provide depth and perspective, often making complex ideas accessible to others.
Ideal Authors: Non-fiction writers, particularly those focused on educational content, thought leadership, or personal development, align well with the Sage. This archetype is ideal for authors who are known for their expertise and want to position themselves as trusted sources of knowledge on their chosen topic or subject.
Branding Tips: To create a Sage-driven brand, opt for a clean, sophisticated design. Neutral colors and minimalist layouts work best as they convey authority and clarity. Your website and book covers should communicate a sense of order and insight. Use clear, thoughtful language in your messaging, emphasizing the value of learning and understanding.
Example: Carl Sagan exemplifies the Sage archetype through his work in popularizing science. His book Cosmos and the accompanying TV series made complex astronomical concepts accessible to the general public.
4: The Hero Author
Description: The Hero archetype is about courage, strength, and overcoming obstacles. Hero authors focus on tales of victory, empowerment, and perseverance. They want to inspire their readers to take action and become stronger in the face of adversity.
Ideal Authors: Authors writing action-packed genres like fantasy, military fiction, or motivational books often align with the Hero archetype. If your stories are filled with characters overcoming great odds and your message is about personal strength, this may be your branding direction.
Branding Tips: For a Hero brand, incorporate bold, strong visuals. Dark or vibrant colors like red, gold, or black can convey power and intensity. Use dynamic, action-oriented imagery in your website design, and emphasize words like “strength,” “achievement,” and “victory” in your messaging. Your book covers should feel inspiring, reflecting a sense of triumph and empowerment.
Example: J.R.R. Tolkien’s The Lord of the Rings series is a quintessential Hero story. It’s filled with characters who rise to meet impossible challenges, reflecting the Hero’s journey archetype at its core. There are also other authors like Suzanne Collins or Brené Brown, whose works inspire readers to rise above challenges.
5: The Outlaw Author
Description: The Outlaw archetype is about rebellion, disruption, and challenging the status quo. These authors break the rules, push boundaries, and often write stories that critique societal norms. They’re not afraid to shake things up and be provocative.
Ideal Authors: Dystopian fiction writers, political commentators, or authors tackling controversial themes often align with the Outlaw archetype. If you write edgy, thought-provoking content that questions authority or challenges accepted ideas and ideals, this archetype may be a natural fit.
Branding Tips: Outlaw branding is bold and unapologetic. Darker color schemes like black, red, or deep purples can evoke a rebellious, daring vibe. Your website and social media should reflect your desire to challenge the norms—use strong, direct language that emphasizes defiance and revolution. Think outside traditional formats and experiment with unique designs or bold, raw imagery.
Example: George Orwell, known for 1984 and Animal Farm, is a classic example of the Outlaw archetype. His works critique oppressive systems and push readers to question authority and power structures.
6: The Magician Author
Description: The Magician archetype focuses on transformation, creating change, and unveiling hidden truths. Magician authors write stories that explore mystical, spiritual, or fantastical realms, often focusing on the power of transformation—whether it’s personal, societal, or magical.
Ideal Authors: Fantasy authors, spiritual writers, or anyone whose work deals with profound change or self-discovery often embody the Magician archetype. If your stories center around the idea of unlocking hidden potential or unveiling the extraordinary, this could be your brand framework.
Branding Tips: Magician branding leans toward the mystical and transformative. Incorporate rich, vibrant colors like purple, gold, and dark blues to create a sense of wonder and possibility. Your website and book covers should evoke a sense of magic, mystery, and discovery—think starry skies, glowing symbols, or intricate patterns.
Use messaging that emphasizes transformation, magic, and the extraordinary.
Example: J.K. Rowling's Harry Potter series and Neil Gaiman's works like The Ocean at the End of the Lane perfectly represent the Magician archetype. Both authors focus on characters discovering magical abilities and transforming their lives—and the worlds around them—through mystical journeys and hidden truths.
7: The Regular Person (Everyman) Author
Description: Not everyone’s a Hero or an Outlaw. The Regular Person archetype, a.k.a. the Everyman, is about being relatable, approachable, and down-to-earth. These authors write stories that connect with the everyday experiences of their readers, creating characters and plots they find familiar and authentic.
Ideal Authors: Writers of contemporary fiction, memoirs, or slice-of-life stories often fit into this archetype. If your stories focus on ordinary people facing relatable challenges and want your readers to feel seen and understood, the Everyman could be your brand.
Branding Tips: For the Everyman archetype, your branding should feel welcoming and inclusive. Use neutral, comforting colors like beige, soft blues, or muted greens. Your website should be straightforward and easy to navigate, focusing on user-friendly design and accessible language.
Your messaging should emphasize connection, community, and authenticity—think of words like “real,” “honest,” and “relatable.”
Example: Anne Tyler, known for her character-driven novels like The Accidental Tourist, embodies the Everyman archetype by focusing on the small, everyday details of life and relationships.
8: The Lover Author
Description: Here come the swoons and sniffles. The Lover archetype revolves around passion, emotion, and connection. Authors who embrace this archetype focus on deep feelings, relationships, and the desire for romantic or emotional intimacy.
Ideal Authors: Romance writers, poets, and authors whose work revolves around emotional depth and human connection often align with the Lover archetype. If your stories focus on love, beauty, and emotional bonds, this archetype will help shape your brand identity.
Branding Tips: Lover branding should be rich, emotional, and alluring. Use warm, romantic colors like deep reds, pinks, and golds. Your website design should evoke sensuality and beauty, with flowing fonts and imagery that reflects intimacy and desire—like flowers, soft lighting, or romantic scenes. Your messaging should emphasize themes like passion, connection, and emotion.
Example: Nicholas Sparks, with works like The Notebook, embodies the Lover archetype, focusing on stories that explore deep romantic and emotional connections.
9: The Jester Author
Description: The Jester archetype is playful, humorous, and thrives on entertaining others. Jester authors love to make their audience laugh, using humor as a way to connect and offer perspective. They’re not afraid to poke fun at themselves or the world around them.
Ideal Authors: Comedy writers, satirists, or authors who enjoy writing light-hearted, funny stories often embody the Jester archetype. If your goal is to bring joy, amusement, or a clever critique through humor, this archetype could define your brand.
Branding Tips: Jester branding should be vibrant, energetic, and fun. Bright, bold colors like orange, yellow, and red can bring a playful tone to your website and book covers. Use quirky, creative fonts and include humorous, lighthearted imagery that makes readers smile. Your messaging should focus on fun, joy, and not taking life too seriously.
Example: Terry Pratchett, author of the Discworld series, perfectly represents the Jester archetype with his witty, satirical, and humorous take on fantasy and life.
10: The Caregiver Author
Description: The Caregiver archetype is nurturing, compassionate, and focused on helping others. Authors aligned with this persona often write stories that heal, support, and uplift. Their work centers around offering their readers comfort, understanding, and guidance.
Ideal Authors: Self-help authors, inspirational fiction writers, or those focusing on themes of healing and personal growth often embody the Caregiver archetype. This could be your brand if your stories or books are centered on helping others improve their lives.
Branding Tips: Caregiver branding should feel warm, safe, and supportive. Soft, pastel colors like light blues, pinks, and greens evoke a sense of care and calm. Your website should be user-friendly and designed to make readers feel comfortable. Include imagery suggestive of nurturing—like hands, hearts, or cozy environments—and use messaging focused on care, support, and guidance.
Example: Elizabeth Berg, known for her heartwarming novels like "The Story of Arthur Truluv," embodies the Caregiver archetype, offering comfort and emotional insight to readers through her compassionate storytelling.
11: The Ruler Author
Description: Long live…the Queen? The Ruler archetype embodies leadership, power, and control. Ruler authors are often seen as authoritative figures who provide direction and structure, whether in fiction or non-fiction.
Ideal Authors: Business writers, thought leaders, or authors who write about systems of power or governance align with the Ruler archetype. If your books focus on leadership, strategy, or creating order out of chaos, this persona could fit your brand.
Branding Tips: Ruler branding should be strong, polished, and professional. Use bold, classic colors like navy, gold, or black to evoke authority and stability. Your website should be sleek and well-organized, reflecting the structured nature of your brand. Messaging should focus on leadership, control, and mastery.
Example: Robert Greene, author of The 48 Laws of Power, is a clear example of the Ruler archetype, providing strategic guidance on navigating power dynamics.
12: The Creator Author
Description: The Creator archetype is about imagination, innovation, and self-expression. These authors are driven by a desire to create something meaningful, original, and enduring. They are constantly inspired and focused on bringing their unique vision to life.
Ideal Authors: Poets, literary fiction writers, or those who focus on highly creative, unique storytelling fit well with the Creator archetype. If you view writing as an art form and your goal’s to craft something original or experimental that expresses your inner vision, this archetype could define your brand.
Branding Tips: Creator branding should be artistic, imaginative, and visually striking. Incorporate bright, varied colors and creative, unconventional design elements. Your website and book covers should reflect artistic flair and originality. Use messaging that highlights creativity, inspiration, and innovation.
Example: Margaret Atwood is recognized for her genre-defying novels, which often incorporate speculative fiction elements to explore contemporary issues.
Aligning your author persona with one of the 12 archetypes is your shortcut to developing a brand framework suited for your platform. As you explore each archetype in detail, you may find that you resonate with more than one. This is the case for many personality tests as no one is only one single thing. The mix and variety are what make it so interesting.
Embracing multiple archetypes can allow you to connect with a broader audience and express different facets of your authorial voice. The key is to find a balance that feels authentic to you and resonates with your readers. As you develop your brand, you may find that one archetype dominates while others play supporting roles, creating a rich and nuanced author persona. This multi-faceted approach can add depth and versatility to your author brand.
Identifying the Best Brand Archetype for Your Unique Author Voice
Choosing the right archetype for your author brand is about aligning your core values, writing style, and audience expectations with the personality traits of the archetypes.
Here’s how to approach it:
1: Reflect on Your Writing Themes and Tone
Start by thinking about the consistent themes in your writing. Are your stories about overcoming adversity or deep emotional connections, or are they more focused on adventure and exploration? Your tone matters too. If your writing is lighthearted and humorous, the Jester archetype might be your match. On the other hand, if your writing’s rooted in profound wisdom, the Sage could be a natural fit.
Ask yourself: What emotions or experiences do you want to evoke in your readers? Do you want them to feel inspired, entertained, or challenged? Understanding this will give you a clearer sense of your brand’s direction.
2: Know Your Audience
Understanding your audience’s needs and expectations is key. If you’re writing for readers looking for escapism and adventure, the Explorer archetype will resonate with them. However, if your audience seeks comfort and support, the Caregiver might be the better choice.
A helpful exercise is to envision your ideal reader. What are they looking for when they pick up your book? What do they hope to experience or learn? This can guide you in selecting an archetype that will best connect with them.
3. Evaluate Your Long-term Vision
Your brand should extend beyond your current book or project. It should also factor in where you want to take your author career over time. Think about your long-term goals as an author. Do you want to build a reputation as a thought leader, or are you focused on entertaining and creating lasting emotional connections? The Ruler archetype might serve a business-oriented author, while the Lover speaks to those writing passionate, emotional stories.
Take stock of where you’re headed and make sure your archetype aligns with that vision. Consistency over time builds trust with your audience.
4. Test and Reassess
You don’t have to lock yourself into one archetype forever. As your writing evolves, so might your brand. What works for one series or book launch may shift as you grow in your career. It’s worth revisiting your chosen archetype periodically to ensure it still feels right.
As you explore different marketing strategies and reader engagement, take note of how people respond. Create a document and store their feedback for reference. Sometimes, the best way to confirm your archetype is by seeing how your audience interacts with your content. Do they see you the way you want to be seen?
Reflect on your themes, audience, and long-term goals to find an archetype that authentically represents your brand and strengthens your connection with readers.
For more insights into crafting a successful author brand, don’t forget to subscribe to our newsletter.
5. Download the Free Brand Archetype Worksheet
If you're still unsure which archetype best fits you, download our free Author Brand Archetype Worksheet. This step-by-step guide will help you reflect on your writing style, target audience, and long-term vision, providing clarity on which archetype aligns with your brand.
Choosing the right brand archetype isn't just about marketing—it's about being authentic to who you are as a writer. When you identify the right one, you'll build a brand that feels genuine and resonates with readers.
Transform Your Author Brand with the Power of Archetypes
Building a strong, consistent, cohesive brand is the foundation of your platform-building strategy. Archetypes provide a framework for understanding how your values, personality, and storytelling style can be communicated through every aspect of your brand—from your brand identity and website design to your book covers and social media presence.
Tap into the 12 classic brand archetypes. Whether you identify with the adventurous Explorer, the nurturing Caregiver, or the wise Sage, aligning your brand with an archetype helps you create a memorable connection with your audience. This connection will boost reader engagement and make it easier for you to market yourself and your work in a way that feels authentic and true to your author's voice.
Ready to take your author brand to the next level? Writerly Owl Designs specializes in helping authors like you build brands that are both visually compelling and strategically aligned with your unique storytelling style. Contact us today for a branding consultation, and let’s start building an author brand that sets you apart.
For more practical tips and guidance on building a thriving author career, download our free branding worksheets or check out our portfolio of author branding projects to see how we’ve helped others create lasting impressions with their readers.
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