Thought Leadership | Greg Manis Fractional CMO

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Thought leadership. Sharing a few insights.

Might be something strategic. Or creative. Or related to leadership. Whatever the topic, here are a few learnings from experience that might help in your situation, or serve as a jumping off point for inspiration.

Why Brand Archetypes Are as Essential in B2B as in B2C

Unlocking Emotional Connections in Every Industry

It’s easy to assume that emotional storytelling and archetypal branding are tools best reserved for consumer-facing (B2C) companies. After all, consumers buy with their hearts as much as their wallets. B2B, by contrast, is often thought to be sterile, logic-driven, and purely functional.

That assumption is not only outdated—it’s flat-out wrong.

B2B brands still sell to people. Corporate decision-makers are human beings with goals, fears, values, and aspirations. Just like B2C customers, they’re drawn to stories, symbols, and relationships that feel meaningful.

That’s where brand archetypes come in—and they’re just as powerful in B2B as in B2C.

I’ve deployed brand archetypes in both realms over my career, and can testify firsthand to their effectiveness in B2B.

The Psychological Roots of Brand Archetypes

The concept of archetypes stems from Carl Jung’s theory of the collective unconscious—universal characters and themes hardwired into the human psyche. These timeless figures—like the Hero, the Sage, the Explorer—embody fundamental human desires such as mastery, truth, and freedom.

Carol Pearson and Margaret Mark applied Jung’s ideas to branding in their landmark book The Hero and the Outlaw in 2001, and it’s as relevant today as ever.

Their framework of the 12 brand archetypes helps brands develop authentic internal cultures and compelling external identities based on timeless, emotionally resonant narratives.

Why do archetypes work so well? Because they’re mental shortcuts. We instantly grasp the essence of a Hero brand like Nike, a Sage brand like Audi, or an Explorer brand like The North Face. These associations happen almost unconsciously—creating emotional resonance without requiring analytical effort.

Archetypes in Branding: Why They Matter

In both B2C and B2B, brand archetypes help:

Build consistent, authentic messaging
Evoke emotional connection
Stand out in crowded markets
Create trust and loyalty through familiarity

They help brands feel more human.

Emotional Decision-Making in B2B

“It’s not personal—it’s business.” That’s a myth.

In reality, B2B decisions are highly emotional. Research from Google and CEB (now Gartner) found that B2B buyers are more emotionally connected to the brands they purchase from than consumers. Why? Because the stakes are higher: reputations, careers, and large budgets are on the line.

Buyers aren’t just evaluating specs—they’re seeking trust, identity alignment, and reassurance. Choosing the wrong toothpaste is annoying. Choosing the wrong enterprise software could cost millions.

Brand archetypes give companies a personality and emotional presence that B2B buyers can relate to and trust.

Archetypes and Cognitive Ease

The human brain craves simplicity. Archetypes reduce cognitive load by providing a familiar psychological framework that helps people instantly “get” a brand.

In B2B—where buyers are inundated with complex information—this simplicity is crucial. Brands that align with clear archetypes cut through the noise and create memorable, emotionally resonant impressions across all touchpoints.

Archetypes provide consistency across departments and stakeholder interactions, helping everyone from procurement to end users align on what the brand stands for.

Making B2B Brands More Human

When B2B brands embrace archetypal identity, they go beyond talking about what they do—they reveal who they are. A cybersecurity firm positioned as a Hero brand signals protection and courage. A logistics provider embracing the Caregiver archetype communicates trust and dependability.

Buyers don’t form emotional attachments to feature lists. They connect with stories. And archetypes are the foundation of compelling brand narratives.

Belonging, Identity, and Trust

At a deeper level, archetypes help define the kind of world a brand believes in. People are drawn to companies that reflect their self-image—or their aspirations.

In B2B, where long-term relationships and lengthy buying cycles are the norm, emotional alignment builds trust and deepens loyalty. Archetypes serve as internal compasses for buyers trying to navigate complex marketplaces. They help customers say, “This brand gets me.”

Archetypes in Action: B2B Brand Examples

Here’s how top B2B companies successfully use archetypes:

Salesforce – The Caregiver + Magician
Salesforce positions itself as a guide for digital transformation. Its brand voice is warm, empowering, and solution-focused—never cold or technical.
IBM – The Sage
IBM embodies wisdom, thought leadership, and intelligence. It consistently shows up as the trusted advisor, helping companies make smart decisions.
Slack – The Jester + Everyman
Slack combines humor, accessibility, and relatability. It reimagines work communication as simple, fun, and human—breaking the mold of boring B2B software.
GE – The Creator + Hero
GE emphasizes bold innovation and heroic engineering feats. Its branding communicates a clear mission to build, solve, and lead.

Conclusion: Emotion Is the Differentiator

In today’s crowded market, differentiation is not about features—it’s about feeling.

Whether you're selling software, consulting, or logistics, emotional resonance is what drives trust, loyalty, and growth. Brand archetypes aren’t just for consumer goods—they’re essential tools for every business that wants to be remembered, respected, and chosen.

At its core, branding is about human connection. Archetypes are a timeless and deeply effective way to build that connection—no matter the industry. Because they tap into universal psychological patterns that transcend industry, audience, or product category.

In B2B, that matters just as much, if not more.

Curious to see how brand archetypes could help your brand? Reach out to me here or email me: greg@gmaniscom.

Image credit: Wowmmakers

Brand Archetypes in B2B: Examples of Building Emotional Relevance in Business Markets

As a follow-up to my previous article about brand archetypes being just as important in B2B as in B2C, here’s a quick overview of some well-known B2B brands and their respective archetypes.

In B2B branding, where purchases often involve long sales cycles, complex stakeholder groups, and high perceived risk, emotional clarity becomes a differentiator. Brand archetypes help B2B companies establish an intuitive identity and build trust faster, making human connections that are even more important with the rise of AI.

Here’s how each archetype translates into B2B environments, and the emotions or aspirations they appeal to.

1. The Hero – “We help you conquer big challenges.”

Core desire: Mastery, achievement, courage.
B2B relevance: Hero brands appeal to buyers facing mission-critical problems. These brands present themselves as bold, reliable partners who help customers rise to a challenge.
Examples: Cisco, Siemens.
Emotional payoff: Confidence and capability in high-stakes situations.

2. The Sage – “We give you clarity and insight.”

Core desire: Understanding, truth, wisdom.
B2B relevance: Sage brands are trusted advisors. They lead with thought leadership, data, and expert analysis. Ideal for knowledge-driven sectors like consulting, IT, and finance.
Examples: IBM, McKinsey & Company.
Emotional payoff: Security through intelligence and informed decision-making.

3. The Explorer – “We help you break new ground.”

Core desire: Freedom, innovation, discovery.
B2B relevance: Explorer brands appeal to innovators, startups, and businesses undergoing transformation. They champion disruption and new ways of working.
Examples: Atlassian, Palantir.
Emotional payoff: Freedom, autonomy, and inspiration for forward-thinking leaders.

4. The Creator – “We bring your vision to life.”

Core desire: Creativity, expression, innovation.
B2B relevance: Creator brands offer tools or platforms that enable clients to build, design, or develop new ideas—from marketing agencies to software platforms.
Examples: Adobe, Autodesk.
Emotional payoff: Empowerment through self-expression and creation.

5. The Caregiver – “We’re here to support and protect you.”

Core desire: Service, compassion, support.
B2B relevance: Caregiver brands are nurturing, often found in industries like HR tech, healthcare, logistics, and support services. They remove pain points and foster trust.
Examples: Salesforce (brand tone), ServiceNow.
Emotional payoff: Reassurance, safety, and partnership.

6. The Ruler – “We bring order to complexity.”

Core desire: Control, stability, structure.
B2B relevance: Ruler brands speak to decision-makers who value systems, governance, and strategic alignment. They often serve enterprise-level clients or government sectors.
Examples: Oracle, SAP.
Emotional payoff: Security and authority in managing large-scale operations.

7. The Innocent – “We make things simple and pure.”

Core desire: Simplicity, goodness, optimism.
B2B relevance: Innocent brands often promise ease of use, transparency, and ethical values. Their tone is uplifting and idealistic—often seen in SaaS or sustainability sectors.
Examples: Canva (B2B tools), Mailchimp.
Emotional payoff: Relief, ease, and a sense of doing the right thing.

8. The Rebel – “We challenge the status quo.”

Core desire: Revolution, independence, nonconformity.
B2B relevance: Rebel brands position themselves as disruptive forces. They're ideal for startups, challenger consultancies, or tools that overturn outdated processes.
Examples: HubSpot (early brand), Notion.
Emotional payoff: Empowerment and excitement for change-makers and rule-breakers.

9. The Lover – “We build meaningful, emotional connections.”

Core desire: Intimacy, passion, connection.
B2B relevance: While rare, Lover archetypes work in industries where aesthetics, brand loyalty, and emotional resonance are key—like creative agencies or experience platforms.
Examples: WeWork (early branding), high-end design or luxury service providers.
Emotional payoff: Belonging, identity, and emotional richness.

10. The Jester – “We make business enjoyable.”

Core desire: Joy, fun, spontaneity.
B2B relevance: Jester brands bring humor and humanity to dry categories—especially software, internal tools, or marketing services. They differentiate by personality.
Examples: Slack, Mailchimp (again), Drift.
Emotional payoff: Relief from stress and a fresh, human tone in professional settings.

11. The Everyman – “We’re relatable, honest, and here to help.”

Core desire: Belonging, inclusion, authenticity.
B2B relevance: Everyman brands thrive in crowded, commoditized markets where trust and relatability are key. Their messaging is clear, democratic, and unpretentious.
Examples: Xero, Zoom, Basecamp.
Emotional payoff: Comfort, approachability, and inclusiveness.

12. The Magician – “We transform the impossible into possible.”

Core desire: Transformation, vision, wonder.
B2B relevance: Magician brands promise breakthrough solutions and radical change—perfect for AI, biotech, or deep-tech sectors. They tap into awe and imagination.
Examples: Snowflake, NVIDIA, OpenAI.
Emotional payoff: Inspiration, transformation, and visionary leadership.

Closing Thought: Archetypes as Strategic Anchors

In B2B markets, where brands risk becoming interchangeable, archetypes create emotional anchoring. They don’t just shape storytelling; they signal what your brand believes in, how it behaves, and what kind of future it helps clients achieve.

Choosing the right archetype isn’t about being clever, it’s about being true to your purpose and deeply resonant with your audience’s identity.

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