Nuvo Agency


What is tone of voice?

The tone of voice is how your brand communicates with its’ audience with specific word choice, order, and expression. Part of establishing a tone of voice adds to the personality of the band. Similar to the way a friend, colleague, or family member speaks to you, they deliver their message based off their own unique personality. Maybe you have a dad who is always cracking jokes, or an older sibling that is more mature and speaks with poise. What you take away when speaking to them is the way their messages are conveyed and how it made you feel. It adds to their personality and influences your desire to associate with them again. The difference in your interactions with these personalities is what makes them stand out, and the same thing can be said about a brand.

What’s a brand archetype?

When it comes to brands, there are twelve different archetypes that categorize the unique tones they use when speaking to their audience. The archetype resembles the core of what the brand stands for and the various feelings it will evoke. Brands with a strong sense of their archetype are usually the ones customers take the most interest in. Expressing traits and symbols associated with a brand helps the audience recognize who they are by what story they tell. The tone of these stories gives customers a chance to understand the deeper messages the brand offers, match emotions to them, and form a response.

What are the 12 brand archetypes?

1) The Explorer

Has a passion for discovery, new beginnings, and travel. Portrayed with lots of photography and new experiences.

Example brands: The North Face, National Geographic

2) The Creator

Finds creative perspectives and always seeks to create things that have a deeper meaning and add value.

 Example brands: Adobe, YouTube

3) The Caregiver

Provides a sense of comfort and protection. Has a calm and nurturing nature and is viewed as compassionate and selfless.

Example brands: Pampers, WWF

4) The Everyman

Strives to be relatable in hopes to connect with everyday life. Comes off very approachable with intent of making others feel like they belong.

Example brands: IKEA, GAP

5) The Ruler

Expresses qualities of a leader, while being organized and desired. Leads by example and inspires others with their success.

Example brands: Chanel, Tesla

6) The Rebel

Operates by breaking the rules and straying away from “normal.” Has a destructive and wild behavior and does not wish to please everyone.

Example brands: Harley Davidson, Redbull

7) The Magician

Aspires to make dreams a reality. Captures magic with strong visuals and symbols. Thinks of themselves as a visionary and creates special moments for their audience.

Example brands: Disney, Apple

8) The Lover

Inspires love and connects with intimacy. Acts with passion first and fabricates a warm romantic atmosphere.

Example brands: Haagen-Das, Godiva

9) The Jester

Displays a “don’t take life too seriously” mindset and showcases a playful spirit. Wants to bring joy to others and has a fun sense of humor. Isn’t afraid to be troublesome at times.

Example brands: Skittles, Old Spice

10) The Sage

Acts as an advisor with great wisdom and direction. Always hopes to gain more knowledge and is a good source of information.

Example brands: Google, BBC

11) The Innocent

Exemplifies pure, and wholesome qualities. Leads with simplicity and optimism. Goal in mind is to be happy and to provide happiness to others.    

Example brands: Coca-Cola, Dove

12) The Hero

Represents bold, strong and courageous ideals. Promotes a “work hard” mindset and never stops pushing the limits. Leaves you with a feeling of motivation.

Example brands: Nike, FedEx

Identifying your brands’ archetype allow the audience to feel like they are connecting with a person, not just a brand. Establishing the foundation of how your brand will look, sound, and appeal to others is an important step to take in order for your brand to leave a lasting impression. Your archetype is what will stand out and is what they will remember you by.