3 Unexpected Archetypes from Some of Your Favourite Brands

What if you could shortcut the way your audience perceives you?

It’s all due to the magic of brand archetypes (and if you are new to them, I am giving you a short 101 below).

Let’s face it – most conversations about the topic brand archetypes sound like a marketing bingo card. Nike the Hero. Apple the Magician. IKEA the Everyman. I get it. They’re textbook.

But what if I told you that the most interesting brands aren’t the ones following the obvious way of embodying these archetypes?

And if you are like “Fab I do not even know what the heck a brand archetype is” then let me give you the recap.

Some of the most unexpected archetype fits come from brands you’d never peg as “rebellious” or “pure-hearted”… and yet, they’ve built entire identities around those vibes.

So today, I’m going beyond the usual suspects. I’ve picked out three brands that are quietly (or not-so-quietly) owning their archetype in surprising ways.

Whether you’re building a brand from scratch or refining your tone of voice, these examples might just get you thinking differently about your own identity.

Let’s dive in.

Think of brand archetypes as different personality types for your business. Each one tells a unique story that your audience can relate to. Bear in mind, I’m not talking about stereotypes here.

It's more about finding an authentic way to connect with your people that feels natural and real. Imagine Nike trying to market itself as playful and quirky (Jester) instead of motivating and empowering (Hero).

It wouldn’t land, because Nike’s entire brand is built on grit, resilience, and pushing limits.

As a very important note, most brands don't fit neatly into just one box. Take Dove, which blends the Innocent (pure, honest) and Everyman (relatable, approachable) archetypes. A mix of primary (70%) and secondary (30%) archetypes can help you stand out while still feeling authentic.

Think about the brands you admire. Chances are, their personality is crystal clear.

Now ask yourself: what’s yours? If your brand walked into a room, what would its presence feel like?

If you need any help, take the Alt Marketing School Brand Archetype Quiz to uncover your primary archetype and start shaping your messaging, visuals, and strategy with confidence.

When we think Outlaw, we don’t usually think… fizzy drinks. But Mountain Dew? Oh, it’s thriving in Outlaw territory.

This radioactive green cans with flavours that sound like code names from a sci-fi film.

The energy is unfiltered, wild, and totally Outlaw.

Mountain Dew is the brand that cannonballs into the pool fully clothed, flips off a cliff on a BMX, then high-fives a gamer mid-battle. It’s chaos, energy, and unapologetic adrenaline in a bottle.

Where Coke plays it safe and Pepsi tries to be cool, Mountain Dew goes all-in on rebellion and anti-authority vibes.

Their campaigns are loud, fast, and often completely unhinged, and that’s the point. They speak directly to youth culture, extreme sports communities, and digital-first audiences that crave something with bite.

Even their partnerships (think gaming tournaments, skate events, and late-night Twitch streamers) scream “we don’t follow the rules, we write our own.”

Among the high-stakes, jargon-heavy world of productivity apps, Notion stands out by doing… less. But in the best possible way.

While other platforms bombard you with features, integrations, and complicated dashboards, Notion whispers, “It doesn’t have to be this hard.”

From the soft, neutral colour palette to the calm and welcoming tone of voice, Notion embodies the Innocent archetype: quietly creating order, clarity, and peace in a chaotic digital world.

The Innocent archetype is all about simplicity, honesty, and optimism. And that’s exactly what Notion delivers. It doesn’t try to overwhelm you with tech-speak or aggressive growth hacks. Instead, it focuses on ease, empowerment, and building tools that feel good to use.

Even their branding choices reinforce this: gentle animations, minimal design, and a product that adapts around you, as you can see from their social presence.

Banking isn’t exactly known for warm fuzzies. But Monzo? It showed up like your financially-savvy mate who actually explains things in plain English.

At its core, Monzo is a textbook Everyman brand. It’s inclusive, approachable, and built around the idea that everyone should feel in control of their money. No suits. No stuffy jargon. Just neon coral debit cards, straight-talking notifications, and a refreshingly human tone of voice.

But scratch beneath the surface, and you’ll find a little rebellious streak. Because while Monzo makes money feel easy, it’s also been shaking up the entire industry behind the scenes.

And that’s where its Rebel side kicks in:

Remember we talked about primary and secondary archetypes? Monzo earns trust through familiarity and friendliness (Everyman), while earning admiration through innovation and boundary-pushing (Rebel).

It’s proof that you don’t need to choose just one lane. Sometimes, combining archetypes (if done with intention) can help your brand feel layered, authentic, and unexpectedly memorable.

At its core, brand archetypes give you a framework to make everything about your brand more intentional, from the way you show up online to how you make people feel.

Your brand already has a personality: the question is, are you using it to your advantage? If you’re not sure which archetype fits your brand best, I’ve got you covered.

So, are you ready to bring your brand’s personality to life?

🔗 Take the quiz now

🎟️ Save your spot for the live class on April 3rd

Always cheering you on,

Fab ✌️