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STRATEGIC BRANDING
The Jester
Brand Archetype
This archetype positions itself as fun, playful, and lighthearted. This archetype is often associated with brands that offer products or services that are meant to be enjoyed or that provide a sense of levity or escape from the stresses of everyday life.
Icon art by Madeleine-Bennett, The Noun Project
Fun | Light-Hearted | Mischievous | Irreverent | Playful | Optimistic
Key Characteristics
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Connection
Promote good times or make people laugh.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Color
Palette: Fun, Confident, Playful
Key Colors: Orange, Yellow, or Red
M&Ms | Old Spice | Dollar Shave Club
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
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