Jester Archetype
Spreading Joy with a Nuanced Playful Brand (with Design Examples)
Playful, humorous and spontaneous, the Jester Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Jester brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Jester brand that feels unique to them.
So I decided to create this guide, just for you.
Jester archetype in branding: What is it?
Let’s first dive into the Jester brand persona in its pure, undiluted form.
Jester archetype symbolism
The Jester is the Rebel of the Connection quadrants.
According to Jung, the Jester archetype is a rule-breaker and disrupter in a joyful, rather than aggressive way. The Jester archetype uses satire and irony to challenge conventions, question authority, and expose the absurdities of life.
Through humour, the Jester archetype brings lightness to serious situations and provides a fresh lens through which to view the world.
The Jester’s…
DESIRE: To live in the moment with full enjoyment
GOAL: To have a great time and lighten up the world
FEAR: Boredom or being boring
TRAP: Frittering away one’s life
GIFT: Joy
STRATEGY: Play, make jokes, be funny
Businesses that embody a healthy Jester archetype prioritise entertainment, creativity, and breaking the mould. They bring a sense of playfulness and fun to business.
In The Hero & The Outlaw, Margaret Mark talks about 5 Jester Levels:
THE CALL: Dissatisfaction, boredom
LEVEL 1: Life as a game, fun
LEVEL 2: Cleverness used to trick others, get out of trouble, and find ways around obstacles, transformation
LEVEL 3: Life experienced in the moment, one day at a time
THE SHADOW: Self-indulgence, irresponsibility, mean-spirited pranks
“Okay, the Jester Brand Archetype sounds like what I’m going for. What next?”
If the Jester archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Jester archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“I had tears reading how you’ve captured my purpose, my people and my why SO DAMN WELL. Seriously, it’s totally given me a really clear direction and sense of purpose.
I think you’ve hit the perfect mark between rebellion, expression, glamour, sophistication and rock and roll!“
– Danee – Killer Queen Creative
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Jester brand
Is Your Brand a Jester? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to entertain and bring joy to your audience? Does your company value creativity, playfulness, and breaking conventions? If you answered yes, it is very likely your brand has Jester energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“I was so impressed by Elise’s comprehensive deep dive into my core offering, mission and values. No stone was left unturned. My stunning new brand assets are timeless and reflect her understanding of my business and the audience we want to attract into our community. I’m now in a happy place to move my business forward with pride.“
– Rita De Michele – Onus app
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Jester brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Jester archetype and brand differentiation
Jung proposed a variety of different subcategories for the Jester archetype, each reflecting a different dimension of the Jester. We can use these to add layers of nuance to a Jester brand.
Clown
Entertainer
Jester
Provocateur
Shapeshifter
Leveraging these will help you bring more nuance to your Jester brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Jester archetype and target audience
The Jester archetype delivers a customer experience that is fun, engaging and memorable. Encouraging others to lighten up, have fun and live in the moment, Jester brands create connection by energetically creating joy through entertainment.
From clever takes to playful wordplay, poking fun at a shared enemy to finding the funny side of serious topics, the Jester brand engages with empathetic comedy. Customers who are drawn to a Jester archetype brand are often looking for experiences that bring a sense of fun, excitement, and laughter.
Industries like entertainment, gaming, comedy, hospitality, event planning, and online entrepreneurs often have Jester energy because they care about providing enjoyment.
Strengths and weaknesses of the Jester Archetype in marketing and advertising
My best advice for Jester brands is to connect with humour and disrupt the status quo.
The Jester brand’s strength is its ability to create joy and fun, so feel free to be bold and playful, use comical, surprising language, break rules that don’t hurt anyone, and disrupt or challenge what’s not working with humour and action. Avoid leaning too far into insensitivity out of boredom.
Jester branding examples
Here are examples of the Jester archetype in marketing and design in the wild.
Here are some of the Jester brands I’ve had the pleasure of working with.
Designing for the Jester archetype
Jester archetype and visual branding
Jester archetype visuals are full of vibrant energy: playful, bold and spontaneous. Images should engage and surprise with comedy.
Here is a curated Pinterest board I’ve created for the Jester archetype.
Jester archetype design and colour psychology
Jester brand colours are attention-grabbing and punchy. Opt for a fun, bold colour palette. This can be a full spectrum of young-at-heart, saturated colours or a more minimal palette paired with playful patterns, graphic elements or messaging. Colours create a feeling of vibrant energy.
A word on the Jester archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Jester archetype and typography
The Jester brand gravitates to playful font combinations. Think big and brash, unexpected compositions, or an unconventional twist on a familiar style.
Jester archetype and photography
Jester photography is colourful, quirky and festive with surprising, light-hearted or humorous details. Photos should feel vibrant, bold, energetic, and fresh.
Jester archetype and brand messaging
The Jester brand voice is fun, energetic, lighthearted, and full of wit and humour.
Their voice says: “I’m fun and irreverent. No matter what, it’s all going to be okay.”
Branding with the Jester archetype – Practical tips
Here are actionable tips to bring your Jester brand to life with visual storytelling techniques.
Tips for showcasing your Jester brand on Instagram
- Use clever wordplay, funny captions, and humorous content that tickles your audience’s funny bone. Keep it light and amusing to leave a lasting impression.
- Share relevant memes and gifs that align with your brand’s personality and appeal to your target audience’s sense of humour.
- Reveal the fun and candid moments behind your brand’s operations. Share outtakes or behind-the-scenes bloopers to showcase your playful side.
- Use Instagram Reels to create funny skits, quick parodies, or comedic tutorials.
- Embrace quirky holidays or theme days that resonate with your brand’s humour. Create content around these occasions to add a playful touch to your feed.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
Jester Archetype
Spreading Joy with a Nuanced Playful Brand (with Design Examples)
Playful, humorous and spontaneous, the Jester Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Jester brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Jester brand that feels unique to them.
So I decided to create this guide, just for you.
Jester archetype in branding: What is it?
Let’s first dive into the Jester brand persona in its pure, undiluted form.
Jester archetype symbolism
The Jester is the Rebel of the Connection quadrants.
According to Jung, the Jester archetype is a rule-breaker and disrupter in a joyful, rather than aggressive way. The Jester archetype uses satire and irony to challenge conventions, question authority, and expose the absurdities of life.
Through humour, the Jester archetype brings lightness to serious situations and provides a fresh lens through which to view the world.
The Jester’s…
DESIRE: To live in the moment with full enjoyment
GOAL: To have a great time and lighten up the world
FEAR: Boredom or being boring
TRAP: Frittering away one’s life
GIFT: Joy
STRATEGY: Play, make jokes, be funny
Businesses that embody a healthy Jester archetype prioritise entertainment, creativity, and breaking the mould. They bring a sense of playfulness and fun to business.
In The Hero & The Outlaw, Margaret Mark talks about 5 Jester Levels:
THE CALL: Dissatisfaction, boredom
LEVEL 1: Life as a game, fun
LEVEL 2: Cleverness used to trick others, get out of trouble, and find ways around obstacles, transformation
LEVEL 3: Life experienced in the moment, one day at a time
THE SHADOW: Self-indulgence, irresponsibility, mean-spirited pranks
“Okay, the Jester Brand Archetype sounds like what I’m going for. What next?”
If the Jester archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Jester archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“I had tears reading how you’ve captured my purpose, my people and my why SO DAMN WELL. Seriously, it’s totally given me a really clear direction and sense of purpose.
I think you’ve hit the perfect mark between rebellion, expression, glamour, sophistication and rock and roll!“
– Danee – Killer Queen Creative
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Jester brand
Is Your Brand a Jester? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to entertain and bring joy to your audience? Does your company value creativity, playfulness, and breaking conventions? If you answered yes, it is very likely your brand has Jester energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“I was so impressed by Elise’s comprehensive deep dive into my core offering, mission and values. No stone was left unturned. My stunning new brand assets are timeless and reflect her understanding of my business and the audience we want to attract into our community. I’m now in a happy place to move my business forward with pride.“
– Rita De Michele – Onus app
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Jester brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Jester archetype and brand differentiation
Jung proposed a variety of different subcategories for the Jester archetype, each reflecting a different dimension of the Jester. We can use these to add layers of nuance to a Jester brand.
Clown
Entertainer
Jester
Provocateur
Shapeshifter
Leveraging these will help you bring more nuance to your Jester brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Jester archetype and target audience
The Jester archetype delivers a customer experience that is fun, engaging and memorable. Encouraging others to lighten up, have fun and live in the moment, Jester brands create connection by energetically creating joy through entertainment.
From clever takes to playful wordplay, poking fun at a shared enemy to finding the funny side of serious topics, the Jester brand engages with empathetic comedy. Customers who are drawn to a Jester archetype brand are often looking for experiences that bring a sense of fun, excitement, and laughter.
Industries like entertainment, gaming, comedy, hospitality, event planning, and online entrepreneurs often have Jester energy because they care about providing enjoyment.
Strengths and weaknesses of the Jester Archetype in marketing and advertising
My best advice for Jester brands is to connect with humour and disrupt the status quo.
The Jester brand’s strength is its ability to create joy and fun, so feel free to be bold and playful, use comical, surprising language, break rules that don’t hurt anyone, and disrupt or challenge what’s not working with humour and action. Avoid leaning too far into insensitivity out of boredom.
Jester branding examples
Here are examples of the Jester archetype in marketing and design in the wild.
Here are some of the Jester brands I’ve had the pleasure of working with.
Designing for the Jester archetype
Jester archetype and visual branding
Jester archetype visuals are full of vibrant energy: playful, bold and spontaneous. Images should engage and surprise with comedy.
Here is a curated Pinterest board I’ve created for the Jester archetype.
Jester archetype design and colour psychology
Jester brand colours are attention-grabbing and punchy. Opt for a fun, bold colour palette. This can be a full spectrum of young-at-heart, saturated colours or a more minimal palette paired with playful patterns, graphic elements or messaging. Colours create a feeling of vibrant energy.
A word on the Jester archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Jester archetype and typography
The Jester brand gravitates to playful font combinations. Think big and brash, unexpected compositions, or an unconventional twist on a familiar style.
Jester archetype and photography
Jester photography is colourful, quirky and festive with surprising, light-hearted or humorous details. Photos should feel vibrant, bold, energetic, and fresh.
Jester archetype and brand messaging
The Jester brand voice is fun, energetic, lighthearted, and full of wit and humour.
Their voice says: “I’m fun and irreverent. No matter what, it’s all going to be okay.”
Branding with the Jester archetype – Practical tips
Here are actionable tips to bring your Jester brand to life with visual storytelling techniques.
Tips for showcasing your Jester brand on Instagram
- Use clever wordplay, funny captions, and humorous content that tickles your audience’s funny bone. Keep it light and amusing to leave a lasting impression.
- Share relevant memes and gifs that align with your brand’s personality and appeal to your target audience’s sense of humour.
- Reveal the fun and candid moments behind your brand’s operations. Share outtakes or behind-the-scenes bloopers to showcase your playful side.
- Use Instagram Reels to create funny skits, quick parodies, or comedic tutorials.
- Embrace quirky holidays or theme days that resonate with your brand’s humour. Create content around these occasions to add a playful touch to your feed.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
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