The Jester Archetype: Bring Laughter to the World

The Jester Archetype is, you guessed it – funny! The Jester uses a well-developed sense of humor, is light-hearted, mischievous at times, and often outlandish. Some Jesters find that bold, brash, and unexpected behavior work well as an alternative to humor.  They are clowns, the life of the party, and never dull.

The Jester is the only one who can tell the truth with a joke. However, the goal of The Jester is to bring joy to the world.

WARNING: The Jester Archetype is high energy. You are ON all the time and you can never, ever be just sort of funny. No half-hearted twitters of politeness. Only big knee-slapping guffaws. You have to go all the way. The Jester is only successful when it is embraced 100% … not 99.99%.

Hold onto your seats and brace yourselves as we chuckle our way to learning more about The Jester.

The Jester Archetype

More Info on The Jester Archetype

Check out the Jester page on

Podcast Episode 11 – The Jester Archetype

Podcast Episode 52 – Marketing the Jester Archetype

What’s it like to be a Jester?

Jester brands grab your attention immediately. 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, be politically incorrect, or fire off a witty comeback. Puns and jokes are their favorite mode of communication.

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

The Jester Archetype logo

Jester Words

Amusing – You have to be amusing if you are Jester. It should be as natural to your brand as breathing.

Bold – Being outrageous and unexpected is also important. Anything goes with this brand, except boredom and mediocrity.

Fun – The Jester’s prime objective is to bring fun and joy to the world. If you adopt this brand, your company culture must also be fun!

Quirky – Nothing about the Jester is normal or status quo. Being called quirky is a compliment and a goal to always be striving for.

Outlandish – Anything goes for this brand. The bigger the better. The crazier the more successful you will be.

Surprising – If you land a joke or an unusual play on words it will delightfully surprise your audience.

Unexpected – Always do the unexpected and you can’t go wrong.

Want more words? Buy the JESTER word bank for $29.95. Send an email to

More facts about the Jester

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


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

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

Examples of the Jester Archetype

Popular Jester brands include:

  • Frank’s Red Hot Sauce
  • Ben & Jerry’s
  • Lume
  • Aflac
  • Pepsi
  • M&Ms
  • Aviation Gin

Is Your Business a Jester?

  • Does your business help people have a good time?
  • Do your employees enjoy what they are doing?
  • Does your company culture allow employees to be more impulsive and spontaneous?
  • Do you have the ability to think outside the box and come up with innovative ideas?
  • Are you are a master at brainstorming, reframing concepts, and presenting new perspectives?
  • Do you use clever or quirky 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!

Standing Up Against the Competition

Dream BIG. Always. 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 like the Neighbor, Innocent, or Mother. You will make a big splash when going head-to-head with “serious” brands like The Ruler, Outlaw, Explorer, and Sage.

Embracing Your Archetype

Once you choose an archetype, it is important to look at everything you do through that lens. Zeedia Media has a process and schedule that cuts it up into bite-size pieces tackling only one hurdle at a time in a way that makes sense.

We guide you to look at each aspect of your business, starting with your name and logo. Is it JESTER enough? Can it be improved upon? Then we move onto colors, fonts, taglines, etc. until each element of your brand and company culture has been tweaked and improved to be in line with your brand. This is true no matter which archetype you pick.

With any brand initiative, the most important element is consistency. The more consistent your message is the bigger impact you will have over time in your space. People will start to recognize your company and associate it with JESTER-like qualities- whether they realize it or not.

We are dying to know!

Are you a JESTER brand? Let us know. Show us what you have been doing so far to make your brand hilarious and energetic?

Need help? We are here for you.


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