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The Jester - Brand Archetypes Skip to content

The Jester Archetype

The Big Idea: If you’re not having fun, you’re doing something wrong!

What Does it Mean to Be a Jester Brand?

The Jester brand is, you guessed it – funny! The Jester uses a well developed sense of humor, is light-hearted, mischievous at times, and often irreverent. Some Jesters find that bold, brash and unexpected behavior work well as an alternative to humor.  The Jester is also the only one who is able to tell the truth with a joke. However, the goal of The Jester is to bring joy to the world.

Also Known as...

The Jester is also known as the clown, trickster, comedian, practical joker or the fool.

Jester brands tend to grab attention. The biggest draw is usually its cleverness. The Jester is very high energy and the one thing you can count on is that no matter what, The Jester will do the unexpected. They are not afraid to bend rules or be politically incorrect.

If your business culture is playful, wacky, and likes to have fun, and most importantly, not afraid to put yourselves out there, and always be really creative in your comebacks, then The Jester might be right for you.


Several archetypes can be broken into 2 or more sub-archetypes.  The Jester is one of those. The Sub-Archetypes are:

The Jester Archetype

The Jester

Life is a playground, irreverent antics, lives fully in each moment. Bold, brash, fresh, and unexpected.

The Clown Archetype

The Clown

Quick-witted and highly adaptable. Puts on a good show. Uses exaggeration and drama to make others laugh.

The Jester Archetype

Is Your Business a Jester?

  • If your business helps people have a good time
  • If your employees enjoy what they are doing
  • If your company culture allows employees to be more impulsive and spontaneous
  • If you have the ability to think outside the box and come up with innovative ideas
  • If you are a master at brainstorming, reframing concepts, and presenting new perspectives
  • If you use clever or quirky a methods to help people see something differently
If you said "yes" to any (or a lot) of the above, you just may be a Jester!


BE the Jester

Fun, energetic, exciting, anything is possible, did we say fun? Typical Jester brands will embody these positive ideas and brand attributes: They're playful and spontaneous ... they remind us to lighten up and live in the moment ... Jesters love to bend the rules, see things from a fresh perspective, and engage in out-of-the-box thinking.


Don't Be Wimpy

The real danger is to not be taken seriously and be perceived as annoying.

Jester brands fear being bored or boring to others. The Jester can also make light of things that are perhaps actually serious issues, or promote something that is not actually good for you (think junk food, alcohol, etc.) The negative side of The Jester also includes being seen as frivolous or disrespectful.


Dream BIG

Imagine having fun every day with your marketing!  This isn't just a possibility, it's a guarantee!

Real possibilities happen when going head-to-head with less energetic brands (e.g. neighbor, innocent, mother) ... or going head-to-head with “serious” brands (e.g. ruler, outlaw, explorer, sage)



The Jester Archeytpe is only successful when it is embraced 100% ... not 99.99%

Examples of Great Jester Brands

Watch Some Great Jester Ads...