How Character Archetypes Make Branding for Musicians Fun

Written by Kathryn Holeton, Brand Designer for Musicians and Writers

Kathryn Holeton is a multi-talented creative with a knack for poetry and lyrics. She is a Brand Designer for Creatives, has collaborated on several musical projects, and is the author of "You're a Deity: An Inspirational Poetry Collection."

The concept of personality archetypes, introduced by Carl Jung⁸, is a powerful tool for understanding universal patterns of behavior and thought patterns. For all the newbies to branding, “brand archetypes” are exactly like Jung’s personality archetypes, except brand archetypes focus on the personality of the brand instead of the person.

A tattooed woman passionately sings into a microphone while holding a guitar, performing with a band in a modern studio.

Your brand archetype is how your business appears to your desired audience, or in musician terms, it’s how you show up on social media and on your website. It’s your logo on your drum kit, how you interact with your fans, how you present yourself in interviews, and your reputation among producers and other music industry professionals.

Your brand archetype is one of the most important parts of maintaining your brand and your relationship with your fans, but did you know that most musicians who are just starting out don’t know what it is or how to make their brand?

On top of that, traditional brand archetype tests are boring, technical, and hard to follow. They’re not fun to take, are long and time-consuming, and are often phrased in a technical manner. For brand designers, we do need all that information to better understand you and your music and to know where to start for competitor research. But there is a more exciting way to create a brand identity.

The branding process for musicians should be fun, creative, and fulfilling. It should also set the tone for your music, marketing, and brand management. Through my branding services, I aspire to change the game on branding and make it more fun and easier for any level of musician, beginner and advanced, to understand what it is and its importance. Which is why I’ve made my brand design services are “character design” services.

Through my services, I help musicians create the character they’ll play in this game called the music industry. I want musicians to not only love the brand I make but also have fun watching it come alive. The first step I take when working with a client is to identify my client’s brand, or character archetype. The character archetype is the first step in creating your brand because it sets the stage for the next stage, which is research, which will be covered in a different article at a different time lol.

Brief overview of all the character archetypes

More detailed versions of each are coming soon! Hope this helps you get some ideas on the type of character you and your brand are.

The artificer

Artificers are crafty and experimental. They are an expert at their craft and can fuse ideas together into a bigger message seamlessly. Craftsmanship and attention to detail are the name of their game, and they play it well.

For design styles, the artificer favors a more mechanical vibe for their brand. Almost steampunky or heavily inspired by machinery. Some colors this archetype might gravitate toward are dark blues, metallics, and deep reds. Their type choices may be geometric or industrial-inspired. They want to showcase their experimental and eclectic nature.¹⁵

Their stage costume or regular clothing may have layered textures, emphasize metallics, and may even be accented with LED-embedded wearables, like a neon digital watch, if that’s a thing. This same design style may be carried into the merchandise they sell. An artificer’s merch may incorporate blueprint-like designs featuring machines or gearwork artwork.¹⁶

Two examples of musicians who fit the artificer archetype are Daft Punk and Imogen Heap. Daft Punk blends heavy technology sounds with melodic vocals and are always experimenting with their sounds. Imogen Heap is known for her use of clarinet, cello and array mbira that is extensively manipulated with electronic sounds. Both Daft Punk and Imogen Heap are known as pioneers in the electronic pop scene.

The barbarian

The Barbarian archetype is normally seen as the harbinger of chaos and destruction, but they are more a symbol of raw energy, freedom, and primal power. They are rebellious, the picture of strength and courage, and unfiltered expression.

Design-wise, the Barbarian leans into its rebellious phase and uses colors that are reminiscent of a hellish scenery. They might gravitate toward colors like blood red, blackhole black, burnt orange, yellow, and ash gray. Type-wise, they might lean into Gothic, hand-drawn, or very distressed fonts.¹¹

Stage clothing-wise, they may lean into distressed clothes like ripped-up jeans, splatter bleached shirts, worn leather, scuffed-up shoes or boots, maybe some well-worn Converse shoes. Their normal clothes may look very similar to their stage clothing, choosing comfort or anything shiny. Their merch may also lean into chaotic aesthetics, like primitive designs such as hand-drawn symbols or raw and chaotic linework.⁴

Two musicians who fit the Barbarian archetype are Limp Bizkit and Kurt Cobain. Limp Bizkit is known for blending aggression and rebelliousness with pure, raw energy. They are unapologetic and refuse to bend to the mainstream. Kurt Cobain, of course, was the pioneer of modern rock and metal. He was the epitome of the rebellious nature with his raw lyrics and strong disdain for the music industry, which also made him a symbol of rebellion and independence.

The bard

The Bard archetype is known for its creative storytelling and prowess with words. In roleplaying games, they are known as musicians, poets, and entertainers. The Bard’s secret, not-so-secret weapon is their ability to write narratives that bring out emotional reactions from their audience.

The Bard’s design choices are inspired by emotional colors like royal purple, gold yellows, burgundies, deep greens, and ivory. They want a romantic or nostalgic vibe, like wearing their emotions on their sleeves. Their type styles may be more script, calligraphic, or classic styled, like cursive writing, or cutesy handwritten themed fonts.¹⁴

Their stage clothing may be more theatrical with vibrant colors and covered in intricate, embroidered details. Their normal everyday clothing may be a toned-down version of their show costume, like blue jeans, loose flowing shirts, and pastel colors. Their merch could feature lyric-inspired designs and mystical or romantic elements like hearts or butterflies.⁹

Two musicians who embody the Bard archetype are Bob Dylan and Taylor Swift. Bob Dylan’s music is known for its poetic nature and how it addresses social issues, personal struggles, and universal themes. Taylor Swift’s music incorporates powerful narratives that always keep her audience coming back for more. Her shows are also known to be one of the best shows to go see.

The cleric

The Cleric archetype is the symbol of healing, guidance, and wisdom. They have a deep compassion for others, as well as a strong commitment to help others. They are spiritual leaders and are driven to heal not only themselves but their fanbase as well.

The Cleric archetype prefers colors that evoke healing properties, such as soft gold, ivory white, sapphire, muted lavender, and earthy olive colors. They want to evoke feelings of peace and warmth so that they can better connect with their audience. Their type choices lean more to timeless elements, such as ornate calligraphic script and minimalistic and classic Sans-Serif fonts.⁵

Their performance clothing may be loose and flowing, with detailed embroidery and with a mix of cool and warm colors. Their normal everyday clothes may focus on modesty, with light colors and gold colored jewelry. The Cleric’s merch may focus more on divine or pure symbology, such as halos and mandalas.¹

Two musicians that fit under the Cleric archetype are John Legend and Beyoncé. John Legend’s music is known for its messages of love, hope, and social justice. His brand is built to show his belief in compassion and empathy and his commitment to making the world a better place. Beyoncé has used her music to empower and heal her audience through self-love. Her music has also positioned her as an advocate of women’s rights, mental health, and social justice.

The druid

The Druid archetype is connected to nature, wisdom, and the balance between humans and the natural world. They are traditionally the keepers of ancient knowledge and the Earth’s secrets. The druid archetype represents a mix of spirituality, mysticism, and worldly understanding.

The Druid archetype leans into a more nature-inspired design. They favor forest green, warm ochre, soft moss, gray mist, gold, and muted blue. They want to emphasize their connection to nature and have their audience feel that connection. Their type choices also lean into organic vibes, like handwritten fonts and rustic fonts, or Celtic or rune-inspired fonts.¹³

For their stage clothes, they may wear clothing that is inspired by nature, like a cute mushroom or floral printed dress or shirt, blue jeans, and flower-themed jewelry. Their normal clothes may contain phrases like “Save the Planet,” and their clothes may all be made from recycled materials. Their merchandise may embody eco-friendly vibes with herbal designs or have runic themes.⁶

Two musicians who are examples of this archetype are Enya and Iron & Wine. Enya’s music is known for ethereal and nature inspired sounds. Their soundscapes communicate a sense of peace, tranquility, and connection to the natural world while also conveying spirituality and healing themes. Iron & Wine’s music explores themes of nature, personal growth, and healing. Their music is also soothing and introspective thematically and sonically.

The fighter

The Fighter archetype is known as resilient, determined, and persevering individuals. They are driven by an unwavering inner blaze that refuses to be snuffed out. The Fighter archetype is the symbol of courage and determination.

Design-wise, the Fighter tends toward bold colors like crimson red, charcoal, gunmetal gray, bright orange, and steel blue. Their typography choices are also bold and contrasting. They like using blocky and bold sans-serif, distressed or military-inspired fonts, or sharp and geometric type faces.¹⁰

Their stage clothing could feature bold graphics, distressed elements, or bold geometric shapes. Their normal clothes could incorporate charcoal gray ripped jeans, fiery red and orange graphics on a dark colored shirt, and some combat boots. Their merch may incorporate some military-inspired styling, like camouflage patterns, patches, and aggressive iconography.⁴

Two musicians that fit under the Fighter archetype are Dorothy and REOL. Dorothy’s music is nostalgic rock ‘n roll and upbeat, with themes of overcoming demons and other hardships. Her music seeks to empower her audience with the same determination she has learned through her journey as a musician. REOL’s music is electronic and upbeat. Her translated lyrics are full of resilience and determination. Her song “SHINOBI” is a good example, showing the strength and resilience she has had through her journey in the Japanese music scene.

The monk

The Monk archetype is a symbol of introspection, discipline, and spiritual growth. They aspire to inspire their audience to pursue inner peace and continual self-improvement. The Monk archetype wants to better themselves and the people who listen to their music.

The Monk archetype uses colors that inspire a sense of introspection. They use colors like tan, ivory white, slate gray, and warm saffron. Their typography choices also reflect their introspective and self-improvement qualities. Their typography choices lean toward calligraphic or brushstroke fonts, elegant sans serif fonts, or sleek serif fonts.⁵

Clothing-wise, the clothes they might wear for stage performances may emphasize simple cuts with monochromatic or muted tones that are made of high-quality materials. Their normal everyday clothing may have simple crew cut necklines and comfortable waist bands and be in shades of brown, white, or black. Their merch may feature abstract calligraphy spiritual symbols or refined geometric patterns.¹

Two musicians that exemplify the Monk archetype are Sade and Nick Drake. Sade’s music is known for its smooth and introspective quality. Sade’s music also seeks to build emotional depth, which can also be seen in her brand, which is simple yet elegant. Nick Drake’s music is best known for his introspective lyrics and haunting melodies. His lyrics discuss melancholic themes such as personal struggle, emotional depth, and introspection.

The paladin

The Paladin archetype stands for honor, justice, and noble purpose. They have strict morals that they stand by, and nothing anyone says will change their minds. They could be seen as traditional and old fashioned, but their standing on their viewpoints is what makes them stand apart. They stay true to themselves to the bitter end.

The Paladin archetype uses colors that reflect their noble nature, such as gold, pure white, royal blue, and deep purple. Their typography choices also lean toward their noble and traditional aspects, like Gothic lettering, classic serifs, and bold or high-contrasting typefaces. These colors and type choices would add an elevated vibe to the visual aspects of their brand.⁵

The Paladin’s stage clothing could reflect royal or military influences with structured cuts and metallic embroidery with other metallic elements. Their normal clothing could be simple yet regal, with simple necklines and bold colors. Their merch style could use heraldic symbols, celestial motifs, and strong gothic calligraphy.¹

Two bands that are prime examples of the Paladin archetype are Shinedown and Memphis May Fire. Shinedown’s lyrics have always been thought-provoking since their debut album, “Leave a Whisper.” They stand for mental health awareness, and their lyrics reflect that, especially in their song, “Devil.” Their core brand message has not changed since they first formed. Memphis May Fire is a newer band on the rock scene, but their lyrics are also focused on bettering mental health as well as recovering from drug addiction.

The ranger

The Ranger archetype is known to be self-reliant, connected to nature, and able to navigate through life with purpose. They are fiercely independent and resourceful and their understanding of the world around them and their purpose is what makes them who they are.

The Ranger archetype favors colors that are earthy and moody, like forest green, earth brown, gray, rusty orange, teal, and dark gold. Their typography features vintage and rustic styles, like handwritten fonts and vintage or typewriter-themed fonts. These colors and type choices make it easier for the Ranger’s audience to connect with them because nostalgia has a timeless vibe when done right.¹³

Clothing-wise, the Ranger’s stage clothes may feature outdoor wear like hiking boots, adventurer’s styled shirts and pants, worn leather, or flannel. Their normal everyday clothes may be flannel and a pair of worn jeans, with a backpack they carry everywhere with everything they might ever need when they leave the house. Their merch could incorporate handcrafted aesthetics with survival-gear-inspired designs or adventure-themed graphics.¹²

Two musicians who are perfect examples of the Ranger archetype are Bon Iver and Jack Johnson. Bon Iver’s music is inspired by the nature world and the wilderness. Lyrically, his music carries themes of solitude, introspection, and personal growth. Jack Johnson’s music explores themes of environmentalism, personal freedom, and nature’s beauty. He focuses on eco-friendly initiatives and earthy visuals.

The rogue

The Rogue archetype is full of rebellion angst, they’re cunning, and independent. They are great at charming people into believing that they can also break the rules and get away with living freely. The Rogue inspires people to be unconventional and to break through anything that is holding them back from freedom.

The Rogue archetype uses colors that help them blend into the shadows yet lets them reveal themselves in surprising ways. Gray, pitch black, blood red, and deep purple are just some of the colors they may use. Their type choices could feature sleek sans-serifs or minimalist monospace fonts. These colors and type choices give the Rogue archetype a timeless, sleek, and unconventional feel.³

Clothing-wise, the Rogue archetype’s stage costume may be sleek, understated, and asymmetrical. Their normal clothing could feature asymmetrical earrings and black clothing with pops of dramatic blue, red, or purple. Their merch could utilize minimalistic street-inspired designs with cryptic symbols and small hints of metallic tones.²

Two musicians who are prime examples of the Rogue archetype are David Bowie and Billie Eilish. David Bowie reinvented his image throughout his career and was always trying new identities. He pushed the boundaries in ways that were unconventional for the time he lived in. Billie Eilish’s music and fashion choices broke all the current conventions when she first made her. Her soft vocals and harsh, out-of-nowhere lyrics laced with charismatic angst are what make her stand out. That and her loose-fitting clothes that are inspired by tomboy-ish outfits.

The sorcerer

The Sorcerer archetype symbolizes the gift of immense power and wisdom that’s been inherited through their blood. They wield mysterious powers and use the universe’s energy for greater purposes. They are masters of change and knowledge and can guide their audience on powerful personal empowerment journeys, as well as other journeys.

The Sorcerer archetype’s colors reflect their mystic side, with royal purple, burnt orange, dark indigo, electric gold, and bright teal. Their typography mirrors their mysticism with elegant serif fonts, calligraphic fonts, and softer fonts. Their type and color choices add to their mystic and transformative qualities by captivating their audience with mysterious imagery.⁷

The Sorcerer’s stage costume could feature luxurious and flowing clothing with mystical prints paired with metallic embroidery. Their normal clothing could feature abstract patterns with shirts that are two colors at the same time, like gray-green or blue-purple. Their merch could be more creative and utilize psychedelic prints or mystical symbols.¹

Two musicians that are examples of the Sorcerer archetype are Prince and Björk. Prince’s music was known for its bold, innovative sound and its ability to communicate emotional and spiritual connections. Prince’s persona was packed with power and transformation, and his music often explored personal empowerment, love, and transcendence. Björk’s music is experimental with emotional and spiritual themes. Her mystique and willingness to experiment with new sounds have made her very influential in the music industry.

The warlock

The Warlock archetype are enigmatic figures in mythology known for their dark powers that are drawn from pacts from dark forces. They have access to forbidden knowledge that they use to achieve their goals, no matter how twisted or impossible. Their mysterious powers are what captivates their fans.

Design-wise, the Warlock archetype loves using gemstone colors like dark purple, crimson red, black, emerald green, gray, and gold or bronze. Their typography choices are gothic-inspired, with minimalist, distressed, or modern fonts as accents. Their type and color choices match their mysterious and powerful personality because the visuals are reminiscent of Medieval art with a modern twist.⁷

The stage clothing of the Warlock archetype could feature dark fabrics and dark makeup that reflect dark themes, like devilish masks or skull-styled makeup. For their normal clothing, they could wear black jeans with a dusty black shirt and jewelry laden with gemstones like amethysts, emeralds or green onyx, or red garnets. Their merch designs could feature sigils, esoteric symbols, or arcane artwork.²

Two musician groups that are examples of the Warlock archetype are Ghost and Nick Cave. Ghost is a nostalgic rock band that has dark and mysterious vibes, which are first seen in their stage costumes. Ghost’s costumes are characterizations of priests gone dark, with blacked-out eyes and pale white faces. Their lyrics also reflect dark themes, most notably in their song “Hunter’s Moon.” Nick Cave’s music is known for its dark and mystical elements, phrased poetically. His lyrics dive into themes of death, love, and existential struggle. His persona is enigmatic and mysterious, which is what draws his audience in.

The wizard

The Wizard archetype is a symbol of creativity, intuition, and mastery. They have the power to shape reality to match their desires and the wisdom to know when to say enough is enough. Their ability to manifest their dreams into reality is what makes them an inspiration to their audience.

The Wizard archetype favors colors that are dark and moody, like burgundy, gold, silver, dark blue, and emerald green. Their font choices are a mix of classics, intricates, and geometrics. They could use classic serif fonts with a geometric font to elevate the reality-shaper feel of their visuals. Their type and color choices set the standard for their personality to shine with.⁷

Their performance costumes could feel elegant but functional, like a loose dress shirt and a pair of flashy pants that have a stretchy waistband, all in darker colors paired with bright metallics. Their normal clothes could be as simple as a pair of jeans, a black t-shirt with a saying like, “My World, My Reality,” written in silver lettering, and a pair of burgundy boots. Their merch could utilize intricate calligraphic fonts, celestial charts, or designs that have a book-like nature.¹

Two musicians who are the epitome of the Wizard archetype are Pink Floyd and Peter Gabriel. Pink Floyd is known for their spacey sounds and dream inspired lyrics. Their lyrics also paint a picture of a reality they dreamed into reality, most notably in their album, “The Wall.” Peter Gabriel’s lyrics also created a reality that was different from the mainstream at the time, which can be heard in his albums, “So” and “Secret World.” His album, “Secret World,” dives into themes that are alternates to mainstream thoughts. An example is his song, “Kiss that Frog.”

In closing

Brand, or character, archetypes are useful and powerful tools to help you develop your brand to stand out in the music industry. With your character archetype, you will be able to see how to set yourself apart from others in your genre, whether you dive into a part of your personality or decide to lean into a specific action you do on stage.

Once you have your brand archetype figured out, then it will be time to do competitor or alternative analysis. During this stage of the branding process, I and other brand designers will research what people in your genre who you sound like are doing in their marketing, merchandising, while they’re on tour, and more. Brand designers conduct this research for two reasons: a) to know what your competitors, or alternatives, are doing, and b) to know what you can do to stand out among their marketing, merchandising, etc.

The competitor analysis section of brand design is its own chunk of work, and I promise that there are more articles coming that detail what exactly this step entails. But for now, just know that competitor analysis is where the real magic of brand design happens, and best of all, the brand designer will sum up their research so that it’s easier to digest, and they will use that research when designing your visuals, like your logo, website, and other marketing pieces.

For now, I hope this brief overview of each character archetype will help you start brainstorming on how you can develop your brand to stand a better chance of winning in the game of the music industry. Stay tuned for more in-depth overviews of the archetypes coming soon! Thanks for reading, and I hope it made your coffee break better.

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Read more from Kathryn Holeton

Kathryn Holeton, Brand Designer for Musicians and Writers

My name is Kathryn Holeton. I am a Brand Designer for musicians and writers based in Knoxville, Tennessee. I was a musician and writer for many years but found I had a knack for brand design when I was finishing up my Bachelor's in Professional and Technical Communication.

After I graduated, I worked in several industries, most notably music, poetry, and publishing, which you can read about in "My Creations."

One thing I found consistently lacking was the conversation of having a brand. No one was actively discussing this important step in the creative industries, and it annoyed me.

My mission is to help musicians and writers create a brand that supports their creative practice. Because you deserve to be successful, you deserve to grow. Your work deserves to be heard and seen.

Sources:

How Character Archetypes Make Branding for Musicians Fun

Brief overview of all the character archetypes

The artificer

The barbarian

The bard

The cleric

The druid

The fighter

The monk

The paladin

The ranger

The rogue

The sorcerer

The warlock

The wizard

In closing

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