Jester Brand Archetype

[Strategy + Examples]

The Jester Brand Archetype is the most light-hearted and fun loving of all 12 archetypes.

A brand that wants to connect through personality can use the characteristics of the jester to connect by entertaining.

Some audiences gravitate towards brands that make them smile (or laugh out loud).

If you’re considering using the brand personality of The Jester to connect with your audience, this article will tell you what you need to know.

The Jester Brand Archetype is the most light-hearted and fun loving of all 12 archetypes.

A brand that wants to connect through personality can use the characteristics of the jester to connect by entertaining.

Some audiences gravitate towards brands that make them smile (or laugh out loud).

If you’re considering using the brand personality of The Jester to connect with your audience, this article will tell you what you need to know.

Who Is The Jester Brand Archetype?

The jester personality is young at heart and doesn’t take life too seriously.

They don’t care for status or the seriousness or gloom of everyday struggles and they go out of their way to be the ray of sunshine in everyone’s day.

Their mantra is:

We’re here for a good time, not a long time

The Jester is an optimistic person and see’s the good in bad situation and if there is little good, they’ll just laugh at the bad.

The life of the party and a seeker of the limelight, the Jester has a self-appointed duty to ensure anyone within their vicinity is the beneficiary of their well-intended joy.

The Jester Personality Key Characteristics

The Jester is driven by the core desire for:

LAUGHTER

The Jester is constantly searching for or displaying

Fun

Happiness

Enjoyment

Positivity

While they’re constantly running from and fear

Gloom

Boredom

Sadness

Loneliness

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The Jester Archetype Brand Strategy

If your brand exists to entertain your audience through humour, the Jester is an obvious choice for your brand personality.

With that said, you don’t need to be in the business of making people laugh for your brand to benefit from the human emotions laughter evokes.

The strategic association made with The Jester Characteristics are that of:

“Enjoyment”.

Here are some hilarious examples of brands taking to the mic on social media.

old spice jester archetype

The strategic association made with The Jester Characteristics are that of:

“Enjoyment”.

When To Use The Jester Archetype

Whether directly or indirectly, if you want your audience to associate your brand with the feeling or experience of enjoyment then the Jester characteristics can play an effective role in making that connection.

When To Avoid The Jester Archetype

Use The Jester archetype with caution if there is an element of seriousness in the solution your brand offers. Most people will, in this instance, seek security and trust and this not the strength of the Jester Archetype.

Typical Jester Industries