We’ve gone through a few brand and brand identity exercises at my company, The Grid.
Generally I’m not a fan of these conversations, as they get a bit mushy, and I want all that I do to come across as genuine and my default mode is information rich with less faff.
Invariably during these conversations someone asks:
“What Brand Archetype are you?”
So I mapped it to the tarot.
What are the brand archetypes?
As part of the ritual of a “branding exercise” you and your appointed divinator (branding consultant) then investigate your “purpose”.
This exercise involves hearing about you as people (founder personalities often contribute to brand, particularly at early stages), your solution, customers (or potential customers).
Then as a group you proceed o map this all out into a branding tree of life in how you communicate inwardly (to your self, your internal teams, vendors, etc) and outwardly (customers, partners, investors, etc).
The tool for this is some variation of The 12 Brand Archetypes.
Unlike other forms of divination, you may quickly eliminate some brand archetypes as non-starters.
Why use tarot?
Why not?
Tarot is based on symbols and is often used to decipher both the inward and outward, and has powerful imagery much like an archetype.
And you can of course ritually invoke your guiding spirit for your entry into market.
What tarot to use?
There are a lot of decks out there, and while I personally prefer the Thoth deck, most decks seem to be Rider-Waite or based on Rider-Waite – for example I’ve been having a lot fun lately with the Queer Tarot: An Inclusive Deck & Guidebook by Ash + Chess, which seems Rider-Waite based. It’s also in my opinion more focussed on simpler exoteric meanings (simple names and what’s on the card).
But in the end, use whatever cards you have handy.
Mapping to tarot
Here is a symbolic, full‑deck mapping of the 12 classic brand archetypes to Rider–Waite cards, using both Major and Minor Arcana.
Innocent
Brand Archetype:
Goal: To be happy
Tarot
Primary: The Sun
Optimism, simplicity, purity, and “everything will be okay” energy.
Secondary: 6 of Cups
Nostalgia, childlike joy, and sentimental comfort.
Everyperson
Brand Archetype:
Goal: To belong, or connect with others
Tarot
Primary: 10 of Pentacles
Everyday prosperity, family, and “normal life” .
Secondary: 4 of Wands
Community, homecoming, and shared celebration.
Hero
Brand Archetype:
Goal: Help to improve the world
Tarot
Primary: Strength
Courage, resilience, and calmly mastering challenges.
Secondary: 6 of Wands
Victory, recognition, and winning against the odds.
Outlaw (Rebel)
Brand Archetype:
Goal: Break the rules and fight authority
Tarot
Primary: The Tower
Radical disruption, breaking rigid structures, and shocking change .
Secondary: 7 of Swords
Operating outside norms, outmaneuvering the status quo, and strategic subversion.
Explorer
Brand Archetype:
Goal: Finds fulfillment through discovery and new experiences
Tarot
Primary: The Fool
New journeys, risk‑taking, and open‑ended adventure.
Secondary: 8 of Cups
Leaving the familiar to seek something more meaningful.
Creator
Brand Archetype:
Goal: Create something with meaning and enduring value
Tarot
Primary: The Empress
Fertility, abundance, and bringing ideas into tangible form.
Secondary: 3 of Pentacles
Craftsmanship, collaboration, and building something of enduring value.
Ruler
Brand Archetype:
Goal: Control, create order from chaos
Tarot
Primary: The Emperor
Authority, structure, and command. Emphasis on order and stability.
Secondary: 4 of Pentacles
Guarding assets, maintaining control, and securing resources.
Magician
Brand Archetype:
Goal: Make dreams come true, create something special
Tarot
Primary: The Magician
Turning vision into reality, skillful manipulation of tools, and transformative power.
Secondary: Ace of Wands
A spark of inspiration, new initiative, and energetic beginnings.
Lover
Brand Archetype:
Goal: Create intimacy, inspire love
Tarot
Primary: The Lovers
Attraction, relationship, and value‑based choice.
Secondary: 2 of Cups
Mutual affection, partnership, and emotional bonding.
Caregiver (Nurturer)
Brand Archetype:
Goal: To care for and protect others
Tarot
Primary: Queen of Cups
Empathy, emotional support, and intuitive care .
Secondary: Temperance
Healing, balance, and gentle guidance.
Jester
Brand Archetype:
Goal: To bring joy to the world
Tarot
Primary: The Wheel of Fortune
Surprise turns, chance, and playful chaos .
Secondary: 3 of Cups
Celebration, humor, and social enjoyment .
Sage
Brand Archetype:
Goal: To help the world gain wisdom and insight
Tarot
Primary: The Hermit
Inner wisdom, reflection, and guiding light.
Secondary: King of Swords
Intellectual clarity, rational judgment, and analytical authority.