The Jester

Brand Archetype

The Jester brand archetype is vivacious and full of energy. She teaches us to enjoy life and appreciate what we have. Her grace is seeing each moment as a precious gift and teaches us to find joy and awe in the every day. She makes life’s problems easy to face and brings irony, humor and joie de vivre wherever she goes. She lives life with a “no holds barred” attitude and brings the party wherever she goes.

The Jester

is also known as the

The main purpose

of this brand archetype

The main purpose of the Jester brand archetype is to uplift others and infuse a contagious sense of enthusiasm into everything. She helps us to have fun, experience joy and appreciate life. Most importantly, she teaches us all to lighten up and not take ourselves or life so seriously. Her key to live a happy life is a simple one: be here now. She helps us see the treasures and gifts in even the smallest aspects of our lives.

Doing Business

+ marketing

Best suited for
  • The Jester brand archetype is perfect for any service-oriented business where the primary personality of the owner can relate to the playful, quick-witted, expressive style of this archetype. It’s difficult to fake. It must be authentic. 
  • So if your personality matches this brand’s persona and you are the face (and heart and soul) of your business, no matter what services or product you offer this brand archetype will work for you.
Marketing niche
  • The Jester archetype appeals to clients who want to lighten up and bring joy and energy into their lives or while they tackle a daunting problem or task.
  • It appeals to those who love humor and want to be entertained.
  • It is ideal for clients who feel trapped, stifled, and want to break free, expand and enliven their lives with boldness, color, joy, excitement and enthusiasm.
  • Finally, it’s perfect for the brand who has a “no bullshit” approach to whatever service or product you’re offering. Clients attracted to this energy want something fast, quick, with not much fluff. Just get ‘er done and maybe have a little fun along the way.
The Jester

“There's power in looking silly and not caring that you do."

~ Amy Poehler ~

+ weaknesses

At her best...

She brings out the creative, playful side in all of us and infuses our life with a sense of humor, enthusiasm and whimsy that is contagious. She is quick thinking, has a sharp mind and can see ideas and possibilities everywhere and in everything. She tells us the truth about ourselves, no matter how harsh, but with a wink and a smile so it’s easier for us to take it in and really hear what she has to say. 

At her worst...

She is so quick and her energy (and mind) so fast she has no follow-through and too much FOMO (fear of missing out) which causes her to chase one shiny squirrel after another. Because of this, she can be terribly disorganized and literally “all over the place.” She has a terrible time getting things done and finishing projects, making her seem flakey and unreliable.

Traits & attributes

of this brand archetype

  • Playful
  • Funny
  • Quick
  • Quick-witted
  • Whimsical
  • Comedian
  • Quirky
  • Fun
  • Original
  • Creative
  • Animated
  • Messy
  • Active
  • Energetic
  • Spunky
  • High-spirited
  • Expressive
  • Edgy
  • Cheeky
  • Outgoing
  • Impulsive
  • Spontaneous
  • Colorful
  • Bright
  • Bold
  • Flamboyant
  • Spit-fire
  • Cheerful
  • Upbeat
  • Enthusiastic
  • Provocative
  • Flirtatious
  • Mischievous
  • Light-hearted
  • “In your face” but with a wink


The Jester Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Jester brand archetype.


Images representing the Jester archetype for your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Jester brand archetype.
Animated Gif

Took a class on creating animated GIFs so now I want to create one for ALL the archetypes. Ummm…still learning. LOL

  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Jester
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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