The JESTER Brand Archetype

The JESTER Brand Archetype

The Jester loves to laugh. Laughter is their medicine. They’ll make others laugh if they can, but often, they’re just out to create entertainment for themselves. They’re prone to boredom and pursue outlandish or unusual sources of entertainment, often creating it. They enjoy drawing people out of their shells and getting them to share a laugh.

The jester lives by their own rules, and they exist to provide enjoyment. Either they create fun, or they make boring things more fun to deal with. They ooze charisma and work hard to create and maintain the impression that they live on the wild side.

Color: Dark Pink

Brand Promise: Entertainment

Goal: To have fun.

Strategy: Empower consumers to let go and live a little.

Personality to project: the comedian, the party animal, the rascal.

Ideal Customer: Consumers who are attracted to jester brands want to get away from it all, but they don’t want to have to go on vacation to do that. They want to be able to have fun now, even if they’re in the office. They know how to have fun, and they appreciate brands that do too. They want to patronize brands that don’t take themselves too seriously.

Weakness: Jester brands can easily be typecast, their reputation can be damaged if they’re involved in major litigation and they can easily overdo the irreverence angle

SUGGESTED COLOR PALETTE & IMAGERY

This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

Example JESTER Brands

GODADDY

The name says it all. It’s an irreverent name for what started out as a domain registrar. Their messaging, too, reinforces the idea that they exist to enable webmasters to have fun. What is at the core of this strategy? Their intent seems to be to show consumers that even the tedious tasks of backend management can be fun and engaging.

Jack Links Jerky

Jerky is jerky, right? So how do you get consumers to sit up and take notice? You create a series of ads called, Messin’ With Sasquatch, that’s how.

What does a Sasquatch have to do with jerky? Who knows. But the brand’s slogan, Feed your wild side, speaks to the company’s target demographic.