Is Joker your brand's *irresistible* personality?
Second-guessing your brand personality? Take the 60-second Brand Quiz

Joker Brand Archetype is all about fun.

“The only difference between me and a madman is that I am not mad.”

Salvador Dali

Hedonist, careless, cheerful, unpredictable.

The Joker is all about playing around, disrupting the order, making fun and not taking things too seriously.

If your brand is the Joker, you are spontaneous and want to inject fun in everything you do.


The Joker loves disrupting order, making jokes and being unpredictable. It’s his way of making a change in the world and expressing themselves. You love helping people by treating even difficult subjects less seriously, therefore making the world easier to cope with.

The Summary

Motto: You only live once.

Basic desire: Enjoy the moment.

Goal & objective: To have a good time.

Fear: Boredom, seriousness.

Strategy: Being spontaneous, having fun doing things.

Weakness:  Waste of time, lack of action, self-indulgence.

Talent: Intelligence, joy.

The call: Feeling tired, overwhelmed with responsibilities, wanting to have fun and relax.

Your customers need: To have a good time and forget about their worries.


Your ideal customer

Your ideal audience are people who hate boring stuff and love having a good time. They want to have fun whatever they do and they don’t like to take life too seriously.


Connect with your audience

To appeal to the Joker consumer you need to get their attention by creating something fun, even silly and over-the-top. Using bright colors and high energy visuals you’ll evoke feelings of good times and spontaneity.


What your brand experience should be?

Your audience lives in the moment and enjoys life, so your brand experience needs to help them do that. Don’t be too serious or stuffy, use bright colors and whatever you do, do not be boring.


Brands and people within the Joker archetype


Skittles, Fanta, M&Ms, 7up, Pepsi


Jim Carrey, Robbie Williams, Nicky Minaj




Does this describe your brand?


  1. Randi Norton

    This is my second time taking the brand personality quiz for my jewelry business, and once again I got the joker!?

    • Alex

      Hey, Randi! Your brand must really be a Joker then! Do you not agree with your results? If not, try to answer questions as your brand, not YOU as a person – this sometimes is tricky! Let’s discuss it inside our Facebook Group, Brand To Adore Lounge.

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other archetypes



Idealists and dreamers always looking for ways to be happy and spread happiness. They are seeking simplicity, honesty and being able to be themselves.



Sensual, passionate and vulnerable.The Lover wants a true connection not only with their lover but their family and friends.



The Hero is disciplined, driven, very competitive. Strong both physically and mentally, they do not shy away from challenges that lay ahead.

Girl Next Door

Girl Next Door

If your brand strives to belong, being a part of the community and create a connection with others like Jenna Kutcher, GAP or IKEA this is your archetype.



Deeply loving and compassionate. Often forget about themselves, feeling neglected and out of their power. They are very inclusive, approachable, protective.



They’re called to stop to the chaos around them, take control of their lives. As a Leader brand, you help people use their authority to influence change.



Restless, always searching, exploring, trying to find themselves. Whether they are searching for themselves or experiences, they are always on the run.



The Rebel is all about destroying what’s not working and doing things their own way, often shocking others in the process.



They spend their whole time searching for the truth, learning and digging deep into the things they care about. It’s not about education, but wisdom.



The Magician is all about change, transformation, and metamorphosis. They find ways to create something that is truly magical, leaving you mesmerized.



The Creator is all about expressing themselves and bringing their vision to reality. They love creating something that did not exist before and get great satisfaction from both the process as well as the outcome. They want to leave a legacy, create something of lasting value.

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