Chalk Talk

Brand Archetypes: The Jester

Bring on the laughter…

Is your business personality one that wants to entertain people? Is it important that you connect with people through happiness or laughter? As the Jester archetype, your business is a bit irreverent, pushing the boundaries of what’s expected or “normal.” It’s this humor and the way you deliver it that sets you apart from the competition with their stale or boring products. You—as the Jester brand archetype—are associated with good times, allowing your products and services to lighten up the lives of your customers.

For example…

Duluth Trading Co. as the Jester.

Duluth Trading Co. has a brand that strategically combines down-to-earth, rugged-outdoors-man say-it-like-it-is with giggles, guffaws and jester jokes. They also take functional features and improvements—like, say, a bit more room in your underwear—and present them in ways that catch a consumer’s attention. Duluth Trading has built a rabid grassroots following for their humor and plain speak. This brand, aimed specifically at tradespeople and other hard-workers, has become an irresistible jester persona that resonates with anyone who seeks functional and durable clothing. With a smile.


Old Spice as the Jester.

Old Spice was a completely different brand when it was founded in 1934. But after 50 years, it needed to pivot to attract a younger generation. It worked when it acquired some… Swagger. Today, with the swaggering jester archetype firmly at the helm, the Old Spice campaigns are laced with tongue-in-cheek humor that pokes fun at the dated idea of manliness and the unattainable expectations of the real world. From their hilarious ad campaigns to their dry-humored website content and social engagement, the Old Spice brand voice and attitude is unapologetically brash and entertaining. And successful.

Keep reading about the family members of the Citizen family archetypes: Clown, Entertainer, Provocateur and Shapeshifter.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.

👉 Dive into archetypes and how to use them to empower your brand.

Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.

If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

Red Chalk Studios has been helping clients understand, develop and grow their brands for more than 20 years. Interested in building a strong and successful brand? Let’s talk!

Interested in growing your business?