THE JESTER – Brand Archetype & Leadership

Humor breaks barriers and builds connections.

The Jester teaches us to live in the moment and lighten up the world. It desires to connect us to our desire for play, but also teach us how to turn things on their head. Underneath its humor hides the urge to speak truth to those in power and authority.

We only have to look to our culture to see how often the truth is spoken through comedy. We have the stand-up comedians, but also their more prominent subset of late-night show hosts, who have taken to challenging authority through their blend of delivering news with humor and sharp wit. 

At its core, the Jester is here to remind us that we have the freedom to choose: our perspective, the way we live our lives, and how we choose to express our life path.

The gift of humor in the Jester shatters boundaries and builds connections that are often outside of the status quo and in favor of those in power. Brands that are aligned with the Jester archetype lead through shattering expectancies and often revealing a truth that has been hidden from view for far too long.

They question the status quo and are willing to subvert how things are done. Always expect the unexpected when it comes to the Jester. ⁠


The motto of the Jester is to lighten up the world. Its motivation is to play and turn things on their head. Their refreshing attitude gifts us with a different perspective and opens us up to create new ways of being and doing things. ⁠⠀
The Jester reminds us that our birthright is freedom of choice: to be, to express ourselves, and to think. ⁠This Brand Archetype teaches us to move beyond tradition, convention, and norms of society that have become stale and lacking in spirit. The Jester awakens us to other possibilities and opportunities, often ones that go against the grain of those in power. Tapping into the universal language of humor, the Jester infiltrates in every sphere of society and can be found in the least expected of places.
Other Related Archetypes are:⁠⠀⁠⠀
Because it lives on the edge of what is status quo, it isn’t always the accepted choice. Their gift of transformation is through humor. ⁠⠀⁠⠀
Their potential for leadership comes from revealing that there are other ways of seeing and showing the cracks in the status quo’s foundation. Its sharp wit is both liberating, but also scary for some. In many ways, the Jester is a reluctant leader, because what fuels their spirit is going against those in power, through shedding light on diverse ways of being and acting in the world. However, through navigating the tension of the opposites between standing as a rebel against authority and yet leading others through different perceptions on what is possible, they can be sagacious leaders and transform society.


The challenge for any Brand Archetype is a double-edged sword. The challenges they face leads to their strengths. But if these challenges go unattended, they may show up as the shadow aspect of your business. ⁠⠀⁠⠀
As business is deeply personal, when thinking of your Brand Archetype, look to how its challenges may be reflected in your life and business story. The challenges you’ve faced are aligned with the challenges of the Brand Archetype. ⁠⠀⁠⠀
When it comes to the Jester (and its other related archetypes), the challenges focus around being either shunned or misunderstood in some way.⁠⠀⁠⠀
Here are a few challenges of this archetype:⁠⠀⁠⠀
*Danger of being misunderstood⁠⠀
*Considered a threat⁠⠀
*Self-indulgence ⁠⠀
*Cleverness used to trick others⁠⠀
Being able to understand the challenges in an archetype help one also realize what their niche wants and needs from them. Of all the Brand Archetypes, the shadow aspect of the Jester can function as an impediment to it claiming and accepting its potential for leadership. Early traumatic experiences may embitter one to see their difference as something to be weaponized instead of being a leading torch. 

For those who are the face of their business, this is especially relevant, as their shadow work around the negative aspects of this Brand Archetype is sine quo non to their success. The challenges or shadow aspects of a Brand Archetype are also the hidden gems that once worked through become the attraction magnet in clients and niche markets. In pure Jester-Provocateur form, it’s best to name the elephant in the room early on and use it to its advantage in building connections to the heart of your niche.


The strengths of a Brand Archetype are their attraction-honey. These strengths need to be first and foremost in your products and services. It needs to show up in your company’s mission statement, branding messaging, and work culture. ⁠⠀
The Jester (and it’s related archetypes) fosters innovation through bringing humor and a different perspective. It inherently says: you will want to hang out with me because you will have fun. ⁠⠀
They give meaning to the expression: ‘shaking it up.’⁠⠀
Some of its strengths are:⁠⠀⁠⠀
*Social skills⁠⠀
*Being in the now⁠⠀⁠⠀
Understanding your Brand Archetypes’ strengths is discovering what makes your brand attractive. ⁠⠀
It’s also what helps your clients/customers connect with your business. They either see their strengths reflected in your brand or see their potential, what they would like to be in such reflection. ⁠⠀⁠⠀
Your Brand Archetype’s strengths are your attraction magnet. ⁠But first always remember: first understand the rules and the challenges before breaking them. Irreverence in communication isn’t to be trivialized but used as a tool of awakening your tribe to different possibilities and ways of being.

Originality is not about ego, and humor is not superficial. Both can be potent tools of connection and of leading others to uncover truths in their lives and also society. Because the Jester is so much closer to society’s shadowy aspects, its vital that those in alignment with this Brand Archetype weave their inner work with their business and branding. 

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