The 12 Brand Archetypes

What are archetypes?

Psychiatrist Carl Jung originally introduced archetypes as a concept defining various behaviours and personalities.

Writers often use archetypes when creating books and movies so the audience knows how to connect with certain characters.

And it works the same way with brands!

If you can embody one or a few of these archetypes, your audience will understand how they're supposed to connect with your brand on a personal, emotional level.

It's that emotional connection that creates customer loyalty and keeps people coming back to your business again and again!

Here are the 12 Brand Archetypes:

Now what?

Once you have an idea of which archetypes are relevant to your brand, use them when developing your brand's identity!

Refer back to your brand's archetype(s) throughout the entire process to ensure everything your brand does makes sense in relation to your types.

Sure, every single piece of marketing or design or internal brand identity doesn't have to fit any of these types 100%, but being able to create a brand that makes your customers feel a certain connection will only help to develop a brand that they can relate to, and ultimately build brand loyalty.