I want my brand archetype to be Superwoman!

Superwoman isn’t a traditional Jungian brand archetype which is why it might be perfect for you.

Superwoman has extraordinary capabilities and could represent bringing transformation and empowerment to your new product line, service offering, or even your entire community.

  • Image of superwoman ready to take off into the air with arms extended and ponytail flying behind her.

What is a Brand Archetype?

Brand archetypes are universal character models derived from Carl Jung’s psychological theory that represent fundamental human motivations, desires, and goals. These archetypes serve as frameworks for brand identity.

Choosing the right archetype is one of the most exciting decisions you’ll make for your brand strategy. The Superwoman archetype is a powerful modern hybrid combining elements of the Hero and the Magician archetypes. It represents extraordinary capability, transformation, and empowerment. This archetype might be perfect for you: 

  • It communicates exceptional quality and capability
  • It attracts those seeking something transformational
  • It positions you as someone who helps empower others
  • It is aspirational conveying extraordinary achievement
  • It stands out with bold, aspirational energy

Why Archetypes Matter?

Brand archetypes allow you to add personality to your brand, bringing it alive as your customers’ superhero.

Brands that embody elements of the Superwoman archetype include Spanx (founded by Sara Blakely), Fenty (Rihanna), and athletic brands like Athleta or Lululemon.

To fully embrace this archetype, your visual identity might include dynamic colors, powerful imagery, and designs that convey strength and transformation.

Your messaging would focus on empowerment, capability, and helping your customers achieve what seems impossible. If you are thinking Superwoman might not be the best archetype for your brand and your vision, let us recap twelve of the “standard” Jungian brand archetypes below.

An infographic of the 12 Jungian brand archetypes with color icons & short descriptions

Archetype Examples

The traditional 12 brand archetypes include:

  • The Hero
    Disciplined, courageous, saves the day
    (Nike, Under Armour, FedEx, US Army)
  • The Caregiver
    Nurturing, empathetic, supportive
    (Pampers, J&J, Campbell’s Soup, TOMS)
  • The Creator
    Innovative, artistic,imaginative, original
    (Canon, Moleskin, Etsy, Adobe, LEGO)
  • The Explorer
    Pioneering, restless, intrepid, daring
    (North Face, Jeep, Patagonia, REI)
  • The Rebel
    Defiant, provocative, uncompromising
    (Virgin, Harley-Davidson, Beats by Dre)
  • The Magician
    Mystical, enchanting, wonderous
    (Dyson, Tesla, Sony, Apple, Disney)
  • The Ruler
    Commanding, influential, elite
    (Rolex, Mercedes-Benz, AMEX)
  • The Lover
    Sensual, alluring, affectionate
    (Chanel, Tiffany, Godiva, Victoria Secret)
  • The Jester
    Mischievious, light-hearted, humorous
    (Skittles, Geico, Old Spice, M&M’s)
  • The Everman
    Practical, accessible, dependable
    (IKEA, Budweiser, Levi’s, Target)
  • The Innocent
    Wholesome, simple, hopeful, honest
    (Dove, Method, Aveeno, Whole Foods)
  • The Sage
    Expert, respected, thoughtful, mentor
    (TED, Mayo Clinic, NPR, Harvard)

Do You Want Your Brand to Become Superwoman?

The right name can help you telegraph your Superwoman persona for your new company or product. It will grab your customers’ attention and not let go regardless of how hard they try to shake it off.

We helped Intergraph do this  when they went  against the giant in their industry, AutoCAD. AutoCAD was a very functional name as in “Automated Computer Aided Design.”

Intergraph needed a superwoman-style name that conveyed why their offering was so much better. We gave them “Solid Edge,” a name that conveyed a true competitive advantage for their engineering customers. It also related to how the software worked with physical materials (solids) and helped engineers push past the boundaries (edges) of traditional design.

The name helped Intergraph steal share from AutoCAD, grow their brand, and proved so supercharged that it was eventually acquired by Siemens. Let us do the same for you!

We are constantly trying to deliver more value

  • Despite dealing with a unique company that manufactures highly technical products, the team was able to understand the concept before creating a suitable name. The NameStormers team has a broad set of backgrounds, allowing them to draw from a lot of experience.

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    Danielle Applestone

    CEO, Other Machine Co.

  • When it comes to creating a name in a logical way, NameStormers is the best. They work at a pace that is comfortable for a fast-moving entrepreneur and they put a lot of thought into every name. There is logic, intent, and meaning to every step of their creative process.

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    Jessica Johnson

    Innovation Manager, Personal Care Company

  • One of the names that NameStormers produced is already in use. The team’s dedication and timeliness were critical to the success of the project. Their flexibility and professionalism set them apart from other vendors. They were professional and timely with every deliverable. They were also committed to the success of the project.

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    Scott O’Reilly

    Founder & Software Architect, Spider Strategies

  • First, they’re excellent listeners. That is so critical, and I could tell they listened in every single deliverable. Then, their ability to do consumer testing and give us that insight into what consumers think. They truly presented us with every bit of information so we could make the best decision possible.

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    Jane Balek

    Executive Director, Think About Your Eyes

  • They had a perfect process. They also gave us risk assessments of names, not legal advice but MUCH MORE holistic than other services. Much more creative than I expected. I initially was concerned that the rigor would get in the way of creativity but they knocked it out of the park.

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    Brian Myers

    Founder & CEO, CurveJumper

  • They worked quickly and efficiently, ensuring our feedback was captured, and provided us with a wide range of naming options based on our requests. The team was flexible in accommodating additional rounds of work-even during the busy holiday season-to make sure we were satisfied with the final results.

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    Fiona Chow

  • The team excelled at managing expectations and explaining their rationale. They completed the work within a month by executing succinct project management. What they did for us wasn’t just about names; it was about the way of thinking about what the name could be.

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    Deon Lewis

    Global Strategist, Tech Organization

  • Mike’s experience is invaluable in this highly specialized field. I highly recommend Mike & his team if you have a new brand that requires a highly marketable name or considering a re-branding of an old name. NameStormers are the naming experts!

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    Brandon L. Maddox

    Founder and CEO, Retailer in North America

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