Brand archetypes are a set of universal, symbolic characters or personas that represent the core values, personality traits, and attributes of a brand. These archetypes are based on the collective unconscious, a concept introduced by Carl Jung, which suggests that certain universal patterns and symbols are present in the human psyche.

There are 12 commonly recognized brand archetypes, each with its own unique characteristics and associations:

1. The Innocent: Pure, simple, and optimistic, the Innocent represents safety, sincerity, and happiness. Example: Coca-Cola.
2. The Explorer: Adventurous, curious, and ambitious, the Explorer embodies discovery, freedom, and independence. Example: Jeep.
3. The Sage: Wise, knowledgeable, and introspective, the Sage represents intelligence, thoughtfulness, and insight. Example: Harvard University.
4. The Hero: Courageous, determined, and selfless, the Hero embodies bravery, strength, and resilience. Example: Nike.
5. The Outlaw: Rebellious, daring, and unconventional, the Outlaw represents freedom, non-conformity, and independence. Example: Harley Davidson.
6. The Magician: Creative, transformative, and visionary, the Magician embodies magic, imagination, and inspiration. Example: Disney.
7. The Regular Guy/Girl: Honest, genuine, and down-to-earth, the Regular Guy/Girl represents authenticity, sincerity, and approachability. Example: IKEA.
8. The Lover: Passionate, sensual, and romantic, the Lover embodies love, intimacy, and sensuality. Example: Victoria’s Secret.
9. The Jester: Playful, humorous, and irreverent, the Jester represents fun, lightheartedness, and spontaneity. Example: M&M’s.
10. The Caregiver: Nurturing, compassionate, and generous, the Caregiver embodies empathy, support, and kindness. Example: Johnson & Johnson.
11. The Creator: Innovative, imaginative, and artistic, the Creator represents imagination, creativity, and self-expression. Example: Apple.
12. The Ruler: Powerful, authoritative, and commanding, the Ruler embodies control, leadership, and dominance. Example: Mercedes-Benz.

Brands can use these archetypes to develop a clear and consistent brand identity and communicate their values and personality to their target audience. By understanding which archetype best represents their brand, companies can create more meaningful and engaging marketing campaigns, build stronger connections with their customers, and differentiate themselves from their competitors.