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— The —

Jester

Brand
Archetypes
Let your hair down
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Jester
Let your hair down
The Jester is all about having fun and living life at the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them. They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
Also know as
Clown, Entertainer, Provocateur, Shapeshifter, Trickster, Comedian, Practical Joker, and Fool
BIG IDEA

If you’re not having fun, you’re doing something wrong!

Core Desire

To live in the moment with full enjoyment

Strategy

If it can't dance, I'm not part of it.

Promise

If you’re not having fun, you’re doing something wrong

Goal

To have a great time and lighten up the world

Gift

Joy

Motivation

Belonging

The MESSAGE
Let your hair down and start living life.
EXECUTION

Jester brands tend to grab attention. The biggest draw is usually its cleverness. The Jester is always very high on energy and the one thing you can count on is that no matter what, The Jesterwill do the unexpected. They are not afraid to bend rules or be politically incorrect. If your business culture is playful, wacky, and likes to have fun, and most importantly, not afraid to put yourselves out there, and always be really creative in your comebacks, then The Jester might be right for you.

VOICE

Fun loving
Playful
Optimistic

SWOT Analyses
Strength
Be the Jester

Fun, energetic, exciting, anything is possible. They will embody these positive ideas and brand attributes: They're playful and spontaneous ... they remind us to lighten up and live in the moment.

Fun
Happiness
Laughter
Togetherness
Positivity

S
Strength >
click to reveal
weakness
Don't Be Wimpy

The real danger is to not be taken seriously and be perceived as annoying. Jester brands fear being bored or boring to others. The Jester can also make light of things that are perhaps actually serious issues.

‍Boredom
Gloom
Sadness
Loneliness
Negativity

W
Weakness >
click to reveal
opportunities
Dream BIG

Imagine having fun every day with your marketing! This isn't just a possibility, it's a guarantee! Real possibilities happen when going head-to-head with less energetic brands (e.g. everyman innocent, caregiver) ... or going head-to-head with “serious” brands (e.g. ruler, outlaw, explorer, sage)

O
Opportunity >
click to reveal
threats

The Jester Archeytpe is only successful when it is embraced 100% ... not 99.99%

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:

The Jester expressed at level one sees life as a game. The only important thing is to just have fun!

Level 2:

Level two is more advanced. Here, the Jester is expressed by combining fun with resourcefulness/intelligence (resulting in things like practical jokes, or finding ways to get around rules). This is where the cleverness and innovation is developed.

Level 3:

At the highest level, the Jester knows that life is lived in the moment. If all we have is today, we should live each day to the fullest.

Brand Example
I would live by everyday. — Ben & Jerry
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Does your business helps people have a good time?

Q2

Are your employees enjoying what they are doing?

Q3

Does your company culture allow employees to be more impulsive and spontaneous?

Q4

Do you have the ability to think outside the box and come up with innovative ideas?

Q5

Are you a master at brainstorming, reframing concepts, and presenting new perspectives?

Q6

Do you use clever or quirky a methods to help people see something differently?

Social

Freedom

Order

Ego

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