Don't Know Who Your Buyers Are? Try using Brand Archetypes and Start Reading your Customers' Mind
- May 9, 2023
- 11 min read
Updated: 1 day ago
Generic writing wisdom often tells us to “Write for your ideal customer.”
The idea is simple: get inside their head, understand the problem they’re solving, and craft a message that attracts them. But in B2B, things aren’t that simple, especially when you’re a startup, still discovering who your ideal customer really is and the best way to get them on your side.
This is where brand archetypes become powerful.
Archetypes come from psychology and have shaped storytelling for thousands of years. They represent universal character patterns that humans instinctively recognise.
Later, researchers Margaret Mark and Carol Pearson (2001) applied these patterns to brand management, showing how archetypes could shape a company’s identity, tone, and voice.
When most people think of brand archetypes, they picture B2C icons: Nike the Hero, Harley-Davidson the Rebel, Apple the Creator.
These archetypes help audiences instantly understand what a brand stands for. They make a brand feel relatable, aligning it with the values, ambitions, and personality of its customers.
But archetypes aren’t just for consumer brands.
They matter just as much in B2B.
Because you’re not writing to someone scrolling Instagram on their sofa who clicks buy.
You’re writing to professionals:
scanning emails between meetings
researching solutions late at night
explaining your product to colleagues
trying to justify a decision to leadership
Which means your message needs something stronger than just information to stick. It needs a personality.
B2B Archetypes give your brand a recognisable voice and consistent story that sticks, an essential foundation to your messaging.
When a brand clearly embodies an archetype, it becomes easier to understand, easier to remember, and easier to trust.
In B2B storytelling, archetypes help answer three critical questions:
What does our brand sound like?
What story do we tell about the problems we solve?
Why should buyers remember us instead of competitors?
That’s why I’ve matched 12 brand archetypes to B2B examples. Each comes with its own voice rhythm, vocabulary, and emotional pull that can guide what you say — and how you say it.
These patterns help your messaging feel familiar, meaningful, and memorable to the audience you want to attract.
Category One: Structure and Stability
These archetypes attract customers who value security, reliability, and stability. Their messaging reassures buyers that the organisation behind the product is dependable, responsible, and built for the long term.
1. Caregiver: The Supportive Enabler
Driven by the desire to protect, support, and help others succeed.
Example brands: Duck Duck Go, Salesforce, DHL, Okta
Messaging signal: Support and protection
Core promise: “We’ll take care of this.”
Caregiver brands position themselves as partners who stand beside their customers, helping them manage complexity, reduce risk, and look after the people they serve.
B2B storytelling focus
Caregiver brands tell stories about responsibility and care.
Instead of highlighting how advanced their technology is, they emphasise how they look after customers and remove worry.
Messaging approach
Your messaging should communicate that organisations choose you not just for capability, but because they trust you to take care of what matters most.
Focus on your purpose, values, and commitment to customers.
2. The Creator: The Builder of Possibility
Driven by the desire to invent, design, and build something meaningful and lasting.
Example brand: Notion, Adobe, Canva, Autodesk
Messaging signal: Imagination and transformation
Core promise: “We can build something remarkable.”
Creator brands position themselves as enablers of innovation. Their messaging speaks to organisations that want to create, design, and shape new ideas rather than simply maintain the status quo.
B2B storytelling focus
Creator brands tell stories about bringing ideas to life.
Instead of focusing only on product functionality, their messaging highlights how customers use the platform to design, experiment, and build something unique.
Messaging approach
Show how your customers turn ideas into reality.
Your messaging should celebrate creativity, highlight what people are building with your product, and position your brand as the platform that unlocks imagination and innovation.
3. Ruler: The Authority That Sets the Standard
Driven by the desire to lead, organise, and bring order to complexity.
Ruler brands project confidence and authority. They position themselves as organisations that define standards, guide industries, and provide the structure businesses rely on to operate with control and confidence.
Example brand: Microsoft, Oracle
Messaging signal: Control and leadership
Core promise: “This is the standard.”
B2B storytelling focus
Ruler brands tell stories about control, leadership, and setting the direction for an industry.
Their messaging often highlights how they help organisations bring order to complex environments — whether that’s managing data, running operations, or governing large systems.
Messaging approach
Position your organisation as a trusted authority.
Your messaging should reinforce the idea that customers choose you because you bring structure, expertise, and leadership — the qualities businesses rely on when decisions carry real responsibility.
Category Two: Belonging and Enjoyment
These archetypes provide a sense of belonging and community.
4. The Every Person: The Accessible Partner
Driven by a core desire for community and belonging.
Everyperson brands position themselves as approachable partners who understand the everyday challenges their customers face. They avoid corporate distance and instead communicate in a way that feels human, relatable, and grounded in real experience.
Example brand: Salesforce, HubSpot, Shopify
Messaging signal: Relatability and belonging
Core promise: “You’re not alone. We get it.”
Everyperson brands reassure customers that the problems they face are shared by many others — and that the brand exists to help them navigate those challenges together.
B2B storytelling focus
Everyperson brands tell stories about real people solving real problems together.
Their messaging often highlights how teams work with the platform or service in their daily roles, making complex tools feel accessible and practical.
Messaging approach
Focus on the shared experiences of your customers.
Your messaging should make buyers feel understood and supported, showing that your brand is a partner who works alongside them — not a distant corporate provider.
5. The Jester: The Playful Innovator
Driven by the desire to bring lightness, humour, and fresh perspective to everyday challenges.
Jester brands stand out by refusing to take themselves too seriously. In industries where messaging can feel heavy, technical, or overly formal, they introduce a sense of playfulness that makes the brand instantly more approachable and memorable.
Example brand: Mailchimp, Slack, GoDaddy
Core promise: “This doesn’t have to be so painful.”
Messaging signal: Wit and relief
B2B storytelling focus
Jester brands tell stories about removing friction and making work less painful.
Their messaging often highlights everyday workplace frustrations — endless emails, clunky tools, confusing processes — and positions the brand as the smarter, simpler alternative.
Messaging approach
Use humour to challenge complexity and make your brand memorable.
Your messaging should acknowledge the realities of work while showing that there’s a better, simpler, and sometimes more enjoyable way to get things done.
6. The Lover: The Connector
This one's a bit trickier and more often is a hybrid of other archetypes, pairing well with Creators
Driven by the desire to create meaningful connections and experiences people genuinely enjoy.
The Lover archetype is less common in B2B on its own and often appears as a hybrid, frequently paired with the Creator. Instead of focusing purely on efficiency or productivity, these brands emphasise how their products make work feel more enjoyable, elegant, and emotionally satisfying.
Example brand: Canva, Zoom, Figma,
Messaging signal: Desire and craft
Core promise: “This should feel beautiful.”
Lover brands communicate that the experience of using a product matters just as much as what it does. Their messaging highlights design, detail, and the feeling customers have when interacting with the product or community.
B2B storytelling focus
Lover brands tell stories about the joy of well-designed work.
Their messaging often highlights how thoughtful design improves collaboration, creativity, and the everyday experience of teams using the product.
Messaging approach
Emphasise experience, design, and connection.
Your messaging should show that your product isn’t just functional — it’s something people appreciate, enjoy using, and feel proud to bring into their daily work.
Category Three: Leveling Up and Tackling Uncertainty
These archetypes can't help but help their audiences. Their audiences want to achieve more and leave a mark in their industry.
7. Hero: The Champion of Big Challenges
Driven by the desire to overcome obstacles, solve difficult problems, and achieve meaningful results.
Hero brands position themselves as partners that help organisations tackle big challenges and emerge stronger. Their messaging appeals to companies with ambitious goals and the determination to outperform competitors or transform how they operate.
Example brand: Siemens, IBM, Stripe
Messaging signal: Action and results
Core promise: “We’ll help you win.”
Hero brands communicate confidence and momentum. Their message is clear: when the stakes are high and the challenge is significant, they are the partner that helps organisations rise to the occasion.
B2B storytelling focus
Hero brands tell stories about customers overcoming major obstacles.
Their messaging often highlights how organisations used the solution to tackle a difficult problem, improve performance, or achieve a breakthrough result.
Messaging approach
Focus on the challenges your customers are determined to solve.
Your messaging should show how organisations can move from struggle to success — positioning your brand as the partner that helps them achieve meaningful progress and win in their market.
8. The Rebel: The Disruptor
Driven by the desire to challenge the status quo, break the rules, and rethink how things are done.
Rebel brands thrive on shaking up industries and challenging traditional ways of working. They appeal to organisations that value innovation, independence, and bold thinking over following established norms.
Example brand: Lemonade Insurance, Monzo, Robinhood Messaging signal: Disruption and defiance
Core promise: “The old way is broken.”
Rebel brands communicate that sticking to conventional approaches is limiting — and that adopting new ways can unlock greater potential. Their messaging inspires change and positions the brand as a catalyst for transformation.
B2B storytelling focus
Rebel brands tell stories about breaking barriers and driving transformation.
Their messaging often highlights how organisations moved away from conventional approaches, embraced innovation, and gained a competitive edge.
Messaging approach
Position your brand as the partner for forward-thinking organisations.
Your messaging should challenge your audience to rethink the old ways, show that change is possible, and highlight the new opportunities unlocked by bold, disruptive action.
9. The Magician: The Transformer
Driven by the desire to create transformation, unlock potential, and help organisations achieve what once felt impossible.
Magician brands position themselves as catalysts for change. They inspire customers to imagine a better future and guide them along a clear path to achieve it, turning complexity into opportunity.
Example brand: Slack (transforming workflows), Loom, Broadlume
Messaging signal: Transformation and wonder
Core promise:“Change is closer than you think.”
Magician brands communicate that meaningful change isn’t just aspirational — it’s achievable with the right partner. Their messaging often combines vision with practical impact, showing how transformation happens step by step.
B2B storytelling focus
Magician brands tell stories about turning complex challenges into remarkable outcomes.
Their messaging often shows how organisations have moved from friction or inefficiency to seamless workflows, innovation, or accelerated growth.
Messaging approach
Position your brand as the partner who makes transformation possible.
Your messaging should show how customers can achieve their goals, overcome obstacles, and experience measurable change — making your brand synonymous with progress, innovation, and breakthrough results.
Category Four: Independence and Fulfillment
These archetypes seek independence and fulfillment for their audience.
10. The Innocent: The Idealist
Driven by the desire to make things simple, positive, and trustworthy.
Innocent brands position themselves as optimistic, honest partners that make complex challenges feel manageable. They appeal to customers who value transparency, reliability, and ethical practices — organisations that want solutions that are straightforward, responsible, and aligned with their values.
Example brand: Ørsted, Gusto, Octopus Energy
Messaging signal
Simplicity and optimism
Core promise
“This can be easy. You’ll be okay.”
Innocent brands communicate that doing the right thing doesn’t have to be complicated. Their messaging reassures customers that solutions are simple, ethical, and designed to make life better.
B2B storytelling focus
Innocent brands tell stories about making work easier while doing good.
Their messaging often highlights solutions that reduce friction, follow best practices, and support a greater purpose — whether that’s environmental responsibility, employee well-being, or social impact.
Messaging approach
Show customers that your brand is trustworthy, ethical, and uncomplicated.
Your messaging should highlight transparency, promote shared values, and communicate that choosing your solution is both responsible and easy — creating confidence, loyalty, and long-term engagement.
11. The Explorer: The Trailblazer
Driven by the desire for freedom, discovery, and new possibilities.
Explorer brands position themselves as guides for organisations that want to push boundaries, rethink conventions, and seek better ways of working. Their messaging inspires curiosity and encourages customers to explore innovative solutions rather than settle for the familiar.
Example brand: Gong, SpaceX
Messaging signal: Freedom and possibility
Core promise: “There’s a better way out there.”
Explorer brands communicate that change is possible, and that venturing beyond established norms can unlock new opportunities. Their messaging encourages bold thinking and adventurous action.
B2B storytelling focus
Explorer brands tell stories about organisations that venture beyond the status quo.
Their messaging often highlights journeys of experimentation, growth, and breakthrough results achieved by trying something new or taking calculated risks.
Messaging approach
Position your brand as the partner for organisations seeking new horizons.
Your messaging should invite customers to rethink how they operate, explore uncharted possibilities, and embrace transformation, showing that your brand is the bridge to greater freedom, innovation, and impact.
12. The Sage: The Trusted Advisor
Driven by the desire for wisdom, insight, and understanding.
Sage brands position themselves as trusted authorities, guiding organisations through complexity and helping them make informed, confident decisions. Their messaging builds credibility by providing clarity, frameworks, and expert perspective rather than hype.
Example brand: TED, McKinsey, Accenture,
Messaging signal: Insight and authority
Core promise: “We understand what’s really happening.”
Sage brands communicate that they have a deep understanding of the industry, trends, and challenges, and can translate that knowledge into actionable guidance for their customers.
B2B storytelling focus
Sage brands tell stories about knowledge applied to real-world problems.
Their messaging often highlights frameworks, lessons learned, and insights that help organisations navigate complexity and make better decisions.
Messaging approach
Position your brand as the trusted guide for organisations seeking clarity and understanding.
Your messaging should educate, inform, and provide perspective — helping customers gain wisdom, make confident choices, and see your brand as a source of reliable insight.
Some of the most effective B2B brands layer archetypes across the customer journey because the journey isn’t linear, and there isn’t just one ideal customer.
Each layer can serve a different purpose: a Hero on your website to help visitors identify their challenges, a Jester in ads to grab attention, or a Caregiver in internal newsletters to foster community and loyalty.
By mapping your brand—and your ideal customers—to these archetypes, you gain clarity on how to speak, what to promise, and where to focus your energy.
Archetypes guide not only external messaging but also internal alignment, ensuring teams, campaigns, and strategies convey a consistent, recognisable identity.
In short, archetypes transform your B2B communication from a collection of features and facts into a story others want to be part of.
And in complex buying environments, this is how you move from being just another vendor to a trusted partner that your audience chooses again and again.
3 questions to ask your team:
Which archetype best describes our customers’ core motivations — and does our messaging reflect that?
Where might our current copy feel disconnected because it doesn’t speak to the psychological “why” behind customer decisions?
Have we clearly stated what problem shift or aspiration our customers care about — not just what we sell?
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