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
Fun
Jester brands often emphasize their ability to provide fun and enjoyment to their customers or clients.
Playfulness
Jester brands often have a playful and lighthearted tone, and may use humor and whimsy in their branding.
Levity
Jester brands often provide a sense of levity and escape from the stresses of everyday life, and may use imagery and language that evokes a sense of relaxation or fun.
Spontaneity
Jester brands often emphasize their ability to be spontaneous and to encourage their customers or clients to embrace a sense of adventure and fun.
Unpredictability
Jester brands often have an element of unpredictability and may use surprise or novelty in their branding to create an element of excitement.
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.
