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:
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.