If you’re looking to grow your travel business, one of the first steps you need to take is to fully understand your travel brand.
By positioning your travel brand, you’re better able to attract the right audience and grow your business.
The only problem?
Figuring out where to start!
One of the best exercises to help you define your brand and where you want to go is by understanding your brand’s archetype.
These brand archetypes originated from Swiss psychiatrist Carl Jung’s personality archetypes, which were developed in 1919.
By understanding how these 12 different brand archetypes and how they can appeal to travelers, travel brands can create more effective marketing campaigns and cultivate deeper connections with their target audience.
That’s what we’re here for, and that’s what this epic guide to brand archetypes in travel and tourism will help you accomplish.
Below, you’ll find an introduction to each of the 12 brand archetypes, examples of each brand archetype in travel and tourism, and actionable ways you can align your brand with said archetype.
What Are The 12 Brand Archetypes And How Do They Appeal To Travelers
The Innocent – Brands that embody the Innocent archetype often appeal to travelers through their simplicity, sincerity, and optimism. They can create a sense of comfort and nostalgia, and can offer a respite from the stress and complexities of modern life.
Innocent brands can appeal to travelers who seek a sense of safety and security, and who value simplicity, authenticity, and transparency.
Everyman – The Everyman is relatable, down-to-earth, and values connection and community. Travel brands that embody the Everyman archetype often focus on offering affordable, accessible experiences that cater to a wide audience.
They may emphasize the simplicity and authenticity of their offerings, and position travel as a way to connect with others and experience the world in a relatable way.
Hero – The Hero is confident, ambitious, and focused on achieving greatness. Travel brands that embody the Hero archetype often position themselves as offering transformative experiences that challenge travelers to push their boundaries and achieve their goals.
They may highlight the personal growth and empowerment that can come from travel, and appeal to travelers who are seeking adventure, challenge, and the chance to prove themselves.
Outlaw – The Outlaw is rebellious, nonconformist, and values individuality and freedom. Travel brands that embody the Outlaw archetype often offer off-the-beaten-path experiences that cater to adventurous, independent-minded travelers.
They may position themselves as breaking free from the constraints of traditional travel, and emphasize the unique, unconventional, and even subversive nature of their offerings.
The Explorer – Brands that embody the Explorer archetype often appeal to travelers through their sense of adventure, discovery, and curiosity. They can create a sense of excitement and inspiration, and can offer travelers the opportunity to explore new and uncharted territories.
Explorer brands can appeal to travelers who seek unique and immersive experiences, and who value independence, self-discovery, and personal growth.
The Creator – Brands that embody the Creator archetype often appeal to travelers through their creativity, innovation, and originality. They can create a sense of inspiration and self-expression, and can offer travelers the opportunity to express their individuality and creativity.
Creator brands can appeal to travelers who seek unique and personalized experiences, and who value creativity, self-expression, and authenticity.
The Ruler – Brands that embody the Ruler archetype often appeal to travelers through their sense of power, luxury, and exclusivity. They can create a sense of prestige and sophistication, and can offer travelers the opportunity to indulge in opulent and lavish experiences.
Ruler brands can appeal to travelers who seek luxury and exclusivity, and who value status, power, and control.
The Magician – Brands that embody the Magician archetype often appeal to travelers through their sense of transformation, magic, and possibility. They can create a sense of awe and wonder, and can offer travelers the opportunity to escape the mundane and experience something truly extraordinary.
Magician brands can appeal to travelers who seek unique and transformative experiences, and who value imagination, creativity, and mystery.
The Lover – Brands that embody the Lover archetype often appeal to travelers through their sense of passion, romance, and sensuality. They can create a sense of intimacy and connection, and can offer travelers the opportunity to indulge in experiences that ignite the senses.
Lover brands can appeal to travelers who seek romantic or sensual experiences, and who value emotional connections, beauty, and pleasure.
Caregiver – The Caregiver is nurturing, compassionate, and values empathy and connection. Travel brands that embody the Caregiver archetype often position themselves as offering personalized, nurturing experiences that cater to the needs and well-being of travelers.
They may emphasize the hospitality, service, and attention to detail of their offerings, and appeal to travelers who are seeking relaxation, comfort, and care.
The Jester – Brands that embody the Jester archetype often appeal to travelers through their sense of humor, spontaneity, and playfulness. They can create a sense of fun and levity, and can offer travelers the opportunity to let go of their inhibitions and enjoy the moment.
Jester brands can appeal to travelers who seek playful or adventurous experiences, and who value humor, spontaneity, and lightheartedness.
The Sage – Brands that embody the Sage archetype often appeal to travelers through their sense of wisdom, knowledge, and understanding. They can create a sense of trust and confidence, and can offer travelers the opportunity to learn and grow.
Sage brands can appeal to travelers who seek educational or intellectual experiences, and who value wisdom, knowledge, and understanding.
Innocent
4 Examples Of The Innocent Brand Archetype in Travel & Tourism
Disneyland
Disneyland is a family-oriented theme park that embodies the Innocent archetype by providing a sense of wonder, magic, and childlike joy.
Their branding is colorful and whimsical, and they go to great lengths to create an immersive and enchanting experience for guests.
Norwegian Cruise Line
Norwegian Cruise Line is a cruise line that caters to families and travelers of all ages.
Their branding is cheerful and upbeat, and they aim to create a fun and carefree atmosphere on board their ships. They also offer a wide range of activities and entertainment options to appeal to guests’ sense of playfulness.
Hershey’s Chocolate World
Hershey’s Chocolate World is a tourist attraction that offers a range of chocolate-themed experiences, from tours of the Hershey’s factory to chocolate-making workshops.
Their branding is cheerful and nostalgic, and they aim to create a sense of joy and happiness through their chocolate-themed offerings.
Hello Kitty Theme Park
The Hello Kitty Theme Park is a family-oriented theme park that offers a range of Hello Kitty-themed experiences, from rides to meet-and-greets with Hello Kitty herself.
Their branding is colorful and playful, and they aim to create a sense of joy and innocence through their Hello Kitty-themed offerings.
How A Travel Brand Can Embody The Innocent Brand Archetype
Create a sense of childlike wonder and joy
Brands that embody the Innocent archetype should focus on creating a sense of childlike wonder and joy for their customers.
This could mean providing playful and whimsical branding, offering fun and interactive activities and experiences, or creating an immersive and fantastical atmosphere.
Foster a sense of innocence and naivete
Innocent brands should strive to foster a sense of innocence and naivete in their customers.
This could mean creating a carefree and lighthearted atmosphere, emphasizing the positive and optimistic aspects of travel, or providing opportunities for guests to let loose and have fun.
Emphasize simplicity and purity
Innocent brands should emphasize simplicity and purity in their branding and offerings.
This could mean providing clean and uncluttered accommodations, offering healthy and wholesome meals, or creating a sense of natural beauty and simplicity in the surrounding environment.
Everyman
4 Examples Of The Everyman Brand Archetype in Travel & Tourism
Motel 6
Motel 6 is a budget-friendly hotel chain that embodies the Everyman archetype by providing affordable and accessible accommodations for travelers on a budget.
Their branding is straightforward and no-frills, and they aim to create a sense of familiarity and comfort for guests.
Greyhound
Greyhound is a bus line that caters to travelers of all backgrounds and budgets.
Their branding is simple and unpretentious, and they aim to provide reliable and affordable transportation options for all. They also emphasize the accessibility of their services, with routes connecting even the most remote areas.
Hampton Inn
Hampton Inn is a mid-range hotel chain that caters to travelers looking for comfortable and convenient accommodations.
Their branding is welcoming and friendly, and they aim to provide a sense of familiarity and reliability for guests. They also offer a range of amenities to make guests feel at home, including free breakfast and complimentary Wi-Fi.
Southwest Airlines
Southwest Airlines is a low-cost airline that caters to travelers looking for affordable and convenient air travel options.
Their branding is friendly and approachable, and they aim to create a sense of accessibility and ease for travelers. They also offer a range of services to make air travel more affordable and convenient, including free checked bags and no change fees.
How A Travel Brand Can Embody The Everyman Brand Archetype
Provide accessible and affordable options
Brands that embody the Everyman archetype should prioritize providing accessible and affordable options for travelers.
This could mean offering budget-friendly accommodations, providing affordable transportation options, or creating inclusive travel packages that cater to a range of budgets and preferences.
Emphasize familiarity and comfort
Everyman brands should focus on creating a sense of familiarity and comfort for guests.
This could mean offering amenities that make guests feel at home, creating welcoming and approachable branding, or providing reliable and convenient services that travelers can count on.
Celebrate diversity and inclusivity
Everyman brands should celebrate diversity and inclusivity in their branding and offerings.
This could mean offering a range of accommodations and services to cater to travelers of all backgrounds and preferences, creating a welcoming and inclusive atmosphere for all guests, and promoting a sense of community and connection between travelers.
Hero
4 Examples Of The Hero Brand Archetype in Travel & Tourism
REI
REI is an outdoor gear and clothing retailer that embodies the Hero archetype by empowering people to embark on epic outdoor adventures.
Their branding is adventurous and inspiring, and they aim to provide the gear and knowledge needed for customers to overcome challenges and achieve their goals in the great outdoors.
Intrepid Travel
Intrepid Travel is a tour company that offers small group adventures to off-the-beaten-path destinations around the world.
Their branding is adventurous and bold, and they aim to provide transformative travel experiences that challenge and inspire customers to be their best selves.
Red Bull
Red Bull is an energy drink company that embodies the Hero archetype by celebrating extreme sports and other high-stakes pursuits.
Their branding is bold and adventurous, and they aim to inspire people to push their limits and achieve their goals, whether they are athletes, creatives, or everyday people.
Four Seasons
Four Seasons is a luxury hotel and resort brand that embodies the Hero archetype by providing unparalleled service and experiences to guests.
Their branding is sophisticated and aspirational, and they aim to provide guests with the tools and resources they need to achieve their goals and fulfill their dreams.
How A Travel Brand Can Embody The Hero Brand Archetype
Inspire customers to overcome challenges
Hero brands should inspire customers to overcome challenges and achieve their goals.
This could mean offering challenging adventures or experiences that push customers to their limits, providing tools and resources to help customers achieve their goals, or celebrating the accomplishments of customers who have succeeded in achieving their goals.
Provide transformative experiences
Hero brands should aim to provide transformative experiences that help customers grow and develop as individuals.
This could mean offering adventures that challenge customers to step outside their comfort zones, creating opportunities for customers to make a positive impact on the world, or providing resources and support to help customers achieve their personal and professional goals.
Celebrate achievement and excellence
Hero brands should celebrate achievement and excellence in their branding and messaging.
This could mean highlighting the accomplishments of customers who have achieved their goals, showcasing the achievements of employees or partners, or creating opportunities for customers to connect with others who share their goals and aspirations.
Outlaw
4 Examples Of The Outlaw Brand Archetype in Travel & Tourism
Ace Hotels
Ace Hotels is a chain of boutique hotels that embodies the Outlaw archetype by breaking the rules of traditional hotel design and offering a more unconventional and independent experience.
Their branding is edgy and unconventional, and they aim to attract guests who want to be part of a creative, rebellious community.
Burning Man
Burning Man is an annual festival that embodies the Outlaw archetype by creating a temporary city in the desert where participants can escape the constraints of everyday society and explore their creativity and self-expression.
Their branding is rebellious and countercultural, and they aim to provide a space where people can push the boundaries of what is possible and express themselves freely.
Virgin Group
Virgin Group is a brand that embodies the Outlaw archetype by disrupting traditional industries and challenging established norms.
Their branding is irreverent and daring, and they aim to provide innovative and exciting products and services that shake up the status quo.
The Freehand
The Freehand is a chain of boutique hostels that embodies the Outlaw archetype by offering a more unconventional and independent experience than traditional hotels.
Their branding is edgy and unconventional, and they aim to attract travelers who want to be part of a creative, rebellious community.
How A Travel Brand Can Embody The Outlaw Brand Archetype
Break the rules
Outlaw brands should break the rules of their industry and challenge established norms.
This could mean offering unconventional experiences or products, challenging traditional pricing or distribution models, or disrupting the status quo in other ways.
Be irreverent and daring
Outlaw brands should be irreverent and daring in their branding and messaging.
This could mean using edgy or provocative language, taking risks with advertising or marketing campaigns, or using bold and unconventional visuals or design elements.
Create a rebellious community
Outlaw brands should create a sense of community among their customers and fans.
This could mean providing opportunities for customers to connect with like-minded individuals, creating events or experiences that celebrate rebellion and creativity, or fostering a sense of belonging among customers who share the brand’s values and worldview.
Explorer
4 Examples Of The Explorer Brand Archetype in Travel & Tourism
Lindblad Expeditions
Lindblad Expeditions is a tour operator that embodies the Explorer archetype by offering expedition-style cruises to some of the world’s most remote and exotic destinations.
Their branding emphasizes exploration, adventure, and discovery, and they aim to attract travelers who are eager to explore the world’s most inaccessible places.
Airbnb Experiences
Airbnb Experiences is a platform that embodies the Explorer archetype by offering travelers unique and authentic experiences led by local hosts.
Their branding emphasizes discovery, connection, and immersion, and they aim to attract travelers who want to explore the world through the eyes of locals.
National Geographic Expeditions
National Geographic Expeditions is a tour operator that embodies the Explorer archetype by offering small-group tours led by expert guides to some of the world’s most interesting and remote destinations.
Their branding emphasizes discovery, education, and sustainability, and they aim to attract travelers who are curious about the world and eager to learn.
G Adventures
G Adventures is a tour operator that embodies the Explorer archetype by offering small-group tours that emphasize authentic cultural experiences, sustainable tourism, and off-the-beaten-path destinations.
Their branding emphasizes adventure, community, and responsible travel, and they aim to attract travelers who want to explore the world in a way that supports local communities and protects the environment.
How A Travel Brand Can Embody The Explorer Brand Archetype
Emphasize discovery and adventure
Explorer brands should emphasize the thrill of discovery and the excitement of adventure.
This could mean offering tours to off-the-beaten-path destinations, providing opportunities for travelers to try new activities or explore new cultures, or creating unique and immersive experiences that challenge and inspire.
Be knowledgeable and expert
Explorer brands should be knowledgeable and expert in their chosen destinations or activities.
This could mean hiring local guides who are experts in the region’s culture and history, or providing extensive training and resources to their staff to ensure that they are able to provide the highest level of service and expertise to their customers.
Foster a sense of community
Explorer brands should foster a sense of community among their customers and fans.
This could mean providing opportunities for customers to connect with like-minded individuals, creating events or experiences that celebrate adventure and exploration, or fostering a sense of belonging among customers who share the brand’s values and passion for discovery.
Creator
4 Examples Of The Creator Brand Archetype in Travel & Tourism
Black Tomato
Black Tomato is a tour operator that embodies the Creator archetype by offering tailor-made trips that are designed to meet the unique interests and preferences of each individual traveler.
Their branding emphasizes personalization, innovation, and creativity, and they aim to attract travelers who want to design their own travel experiences.
Marriott’s Moxy Hotels
Moxy Hotels is a hotel brand that embodies the Creator archetype by offering design-forward accommodations that are targeted towards the millennial market.
Their branding emphasizes playfulness, creativity, and individuality, and they aim to attract travelers who want a unique and memorable hotel experience.
Virgin Galactic
Virgin Galactic is a space tourism company that embodies the Creator archetype by offering cutting-edge technology and the opportunity to experience something truly unique and transformative.
Their branding emphasizes innovation, exploration, and pushing boundaries, and they aim to attract travelers who are passionate about science and technology.
Culinary Backstreets
Culinary Backstreets is a tour operator that embodies the Creator archetype by offering immersive food tours that focus on local and authentic cuisine.
Their branding emphasizes the creativity and individuality of the local food scene, and they aim to attract travelers who are passionate about food and interested in discovering the unique culinary traditions of a destination.
How A Travel Brand Can Embody The Creator Brand Archetype
Emphasize creativity and individuality
Creator brands should emphasize the importance of creativity and individuality in travel.
This could mean offering unique and unconventional experiences, designing innovative itineraries, or providing opportunities for travelers to express their own creativity through art, design, or other forms of self-expression.
Be innovative and forward-thinking
Creator brands should be innovative and forward-thinking in their approach to travel.
This could mean using cutting-edge technology to enhance the travel experience, developing new and innovative products or services, or constantly pushing the boundaries of what is possible in travel.
Provide personalized experiences
Creator brands should provide personalized experiences that meet the unique interests and preferences of each individual traveler.
This could mean offering tailor-made itineraries, providing opportunities for travelers to design their own experiences, or creating unique and customized accommodations or services that reflect the individuality of the traveler.
Ruler
4 Examples Of The Ruler Brand Archetype in Travel & Tourism
The Ritz-Carlton
The Ritz-Carlton is a luxury hotel brand that embodies the Ruler archetype by providing guests with a sense of exclusivity and sophistication.
Their branding emphasizes high-quality service, elegant design, and attention to detail, and they aim to attract travelers who value luxury and refinement.
Abercrombie & Kent
Abercrombie & Kent is a tour operator that embodies the Ruler archetype by offering high-end travel experiences that are designed to cater to the needs and preferences of affluent travelers.
Their branding emphasizes exclusivity, luxury, and personalized service, and they aim to attract travelers who want a truly unique and high-end travel experience.
Four Seasons Hotels and Resorts
Four Seasons is a luxury hotel brand that embodies the Ruler archetype by offering guests a sense of refinement and exclusivity.
Their branding emphasizes high-end amenities, personalized service, and elegant design, and they aim to attract travelers who value luxury and sophistication.
Emirates Airlines
Emirates is an airline that embodies the Ruler archetype by offering a high-end travel experience that is designed to cater to the needs of affluent travelers.
Their branding emphasizes exclusivity, sophistication, and luxury amenities, and they aim to attract travelers who want a comfortable and luxurious travel experience.
How A Travel Brand Can Embody The Ruler Brand Archetype
Emphasize exclusivity and sophistication
Ruler brands should emphasize the importance of exclusivity and sophistication in travel.
This could mean offering high-end amenities and services, providing personalized attention to detail, or creating an exclusive and elevated experience that sets the brand apart from others.
Provide a sense of control and power
Ruler brands should provide a sense of control and power to the traveler.
This could mean offering customized experiences and itineraries, providing VIP treatment and services, or creating a sense of exclusivity that makes the traveler feel like they are part of an elite group.
Emphasize elegance and refinement
Ruler brands should emphasize elegance and refinement in their branding and design.
This could mean using high-quality materials and elegant design elements in their branding and marketing materials, providing luxurious and well-appointed accommodations, or offering high-end dining experiences that emphasize sophistication and refinement.
Magician
4 Examples Of The Magician Brand Archetype in Travel & Tourism
Disney
Disney is a brand that embodies the Magician archetype by creating magical and immersive experiences for their guests. Their branding emphasizes fantasy, imagination, and wonder, and they aim to transport guests to another world where anything is possible.
Cirque du Soleil
Cirque du Soleil is a performance company that embodies the Magician archetype by creating immersive and awe-inspiring shows that push the boundaries of what is possible. Their branding emphasizes creativity, innovation, and imagination, and they aim to transport audiences to a world of wonder and amazement.
Visit Iceland
Visit Iceland is a tourism board that embodies the Magician archetype by promoting Iceland as a destination that is unlike any other. Their branding emphasizes the natural beauty and wonder of Iceland’s landscapes, and they aim to transport visitors to a world of awe-inspiring natural phenomena, from the Northern Lights to the country’s many hot springs and glaciers.
Virgin Galactic
Virgin Galactic is a space tourism company that embodies the Magician archetype by offering a truly otherworldly experience. Their branding emphasizes the sense of wonder and excitement that comes with space travel, and they aim to transport customers to a world that is beyond their wildest dreams.
How A Travel Brand Can Embody The Magician Brand Archetype
Create immersive and imaginative experiences
Magician brands should strive to create experiences that transport travelers to another world, whether through immersive performances, interactive exhibits, or stunning natural landscapes.
Emphasize innovation and creativity
Magician brands should emphasize innovation and creativity in their branding and marketing efforts, showcasing their ability to push the boundaries of what is possible and create truly unique and awe-inspiring experiences.
Create a sense of wonder and excitement
Magician brands should aim to create a sense of wonder and excitement in their customers, whether through the anticipation of a new adventure, the thrill of a performance, or the sense of awe that comes from experiencing something truly extraordinary.
Lover
4 Examples Of The Lover Brand Archetype in Travel & Tourism
Belmond
Belmond is a luxury hotel and travel brand that embodies the Lover archetype by offering romantic and indulgent experiences. Their branding emphasizes sophistication, elegance, and intimacy, and they aim to transport guests to a world of refined luxury and sensual pleasure.
Sandals Resorts
Sandals Resorts is a couples-only resort brand that embodies the Lover archetype by offering romantic and intimate experiences for couples. Their branding emphasizes passion, romance, and sensuality, and they aim to transport guests to a world of tropical romance and relaxation.
Las Vegas
Las Vegas is a destination that embodies the Lover archetype by offering a range of experiences for couples, from fine dining to nightlife to luxury spas. Its branding emphasizes glamour, indulgence, and romance, and it aims to transport visitors to a world of fantasy and pleasure.
Airbnb
Airbnb is a travel brand that embodies the Lover archetype by offering unique and intimate accommodations for travelers. Their branding emphasizes the sense of connection and belonging that comes from staying in a local’s home, and they aim to transport guests to a world of authentic and personal experiences.
How A Travel Brand Can Embody The Lover Brand Archetype
Emphasize romance and intimacy
Lover brands should emphasize the romantic and intimate aspects of their experiences, whether it’s a couples-only resort, a luxury spa, or a private dinner on the beach.
Create a sense of sensuality and pleasure
Lover brands should aim to create a sense of sensuality and pleasure in their branding and marketing efforts, emphasizing the luxury and indulgence of their experiences.
Create a sense of connection and belonging
Lover brands should also create a sense of connection and belonging among their customers, whether it’s through intimate shared experiences or the feeling of being part of a community of like-minded travelers.
Caregiver
4 Examples Of The Caregiver Brand Archetype in Travel & Tourism
Ritz-Carlton
Ritz-Carlton is a luxury hotel chain that is known for its exceptional customer service. Their brand is all about making guests feel cared for and pampered, and they go to great lengths to anticipate and fulfill guests’ needs and preferences.
Four Seasons
Four Seasons is another luxury hotel chain that places a strong emphasis on customer care. Their brand is all about providing personalized service and attention to detail, and they strive to create a sense of comfort and security for their guests.
Disney
Disney is a family-oriented travel brand that appeals to the Caregiver archetype by providing a sense of safety, security, and fun for children and families. They go to great lengths to create a magical experience for guests, and their attention to detail and customer service is legendary.
Make-A-Wish Foundation
While not a travel brand per se, the Make-A-Wish Foundation is a non-profit organization that creates life-changing experiences for children with critical illnesses. Their brand is all about providing hope, joy, and care to children and families who are going through difficult times, and they are dedicated to making their wishes come true.
How A Travel Brand Can Embody The Caregiver Brand Archetype
Focus on exceptional customer service
Brands that embody the Caregiver archetype should prioritize exceptional customer service. This means going above and beyond to anticipate and fulfill customers’ needs, providing personalized attention and care, and creating a sense of comfort and security for guests.
Offer a sense of safety and security
Caregiver brands should focus on providing a sense of safety and security for their customers. This could mean investing in top-notch security measures, ensuring that accommodations and transportation are safe and well-maintained, and providing clear and helpful information to help customers feel at ease.
Create a welcoming and nurturing environment
Brands that embody the Caregiver archetype should create a welcoming and nurturing environment for their customers. This could mean providing cozy and comfortable accommodations, offering healthy and nutritious meals, and providing opportunities for relaxation and self-care. It’s all about making customers feel cared for and pampered.
Jester
4 Examples Of The Jester Brand Archetype in Travel & Tourism
Virgin Holidays
Virgin Holidays is a travel brand that embodies the Jester archetype by offering fun and playful experiences for travelers. Their branding emphasizes a sense of humor, irreverence, and wit, and they aim to transport guests to a world of lighthearted and joyful experiences.
Hard Rock Hotels
Hard Rock Hotels is a hotel brand that embodies the Jester archetype by offering a fun and playful atmosphere for guests. Their branding emphasizes music, entertainment, and youthfulness, and they aim to transport guests to a world of rock and roll fantasy.
Royal Caribbean
Royal Caribbean is a cruise line that embodies the Jester archetype by offering a range of fun and exciting activities on board their ships. Their branding emphasizes adventure, excitement, and playfulness, and they aim to transport guests to a world of adventure and exploration.
Airbnb Experiences
Airbnb Experiences is a travel brand that embodies the Jester archetype by offering unique and playful experiences for travelers. Their branding emphasizes a sense of curiosity, adventure, and fun, and they aim to transport guests to a world of unexpected and memorable experiences.
How A Travel Brand Can Embody The Jester Brand Archetype
Emphasize fun and playfulness
Jester brands should emphasize the fun and playful aspects of their experiences, whether it’s through humor, entertainment, or unique activities.
Create a sense of adventure and exploration
Jester brands should aim to create a sense of adventure and exploration in their branding and marketing efforts, emphasizing the excitement and thrill of trying new things.
Be irreverent and unconventional
Jester brands should embrace an irreverent and unconventional attitude, challenging the status quo and taking risks to create unique and memorable experiences for their customers.
Sage
4 Examples Of The Sage Brand Archetype in Travel & Tourism
Audley Travel
Audley Travel is a tour operator that specializes in tailor-made travel experiences. They embody the Sage archetype by providing in-depth knowledge and insights into the destinations they offer, and by emphasizing the importance of responsible and sustainable tourism practices.
Aman Resorts
Aman Resorts is a luxury hotel and resort brand that embodies the Sage archetype by offering exclusive and serene travel experiences. Their branding emphasizes a focus on understated luxury, cultural authenticity, and a deep respect for the natural environment.
G Adventures
G Adventures is a tour operator that embodies the Sage archetype by offering small-group adventure travel experiences. Their branding emphasizes a deep knowledge and understanding of the destinations they visit, and they aim to provide travelers with authentic and immersive travel experiences while promoting sustainable tourism practices.
National Parks Conservation Association
The National Parks Conservation Association (NPCA) is a non-profit organization that embodies the Sage archetype by promoting the protection and preservation of America’s national parks. Their branding emphasizes a focus on education, advocacy, and stewardship, and they aim to inspire people to connect with and protect these national treasures.
How A Travel Brand Can Embody The Sage Brand Archetype
Emphasize education and enlightenment
Sage brands should emphasize the educational and enlightening aspects of their experiences, offering travelers the opportunity to learn and grow through their travel experiences.
Promote responsible and sustainable tourism practices
Sage brands should aim to promote responsible and sustainable tourism practices, emphasizing their commitment to protecting the environment and supporting local communities.
Provide personalized and sophisticated experiences
Sage brands should focus on providing personalized and sophisticated experiences, emphasizing quality, attention to detail, and exceptional service.
Developing Your Travel Brand’s Brand Archetype
Need help deciding which brand archetype is the best fit for your brand? Wondering how to better use your brand archetype to align with your marketing efforts? Contact our partner agency, Passport Creative, for help.
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