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
Craft a Brand That People Will Love
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Establish a clear foundational strategy that mirrors what your business stands for.
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Gain immediate insights into your primary and secondary brand personality archetypes.
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Discover your brand's unique color palette, vibe, and style.
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Discover effective communication strategies to connect with your audience based on your archetype.
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