Brand Archetypes

Did you know? ⁣⁣

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Almost all brands that you feel such a bond with are built with a solid alignment to an archetype.⁣⁣⁣

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Archetypes are based on Swiss psychologist Carl Jung's theory that humans have a basic tendency to use symbolism to understand concepts. ⁣⁣

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→ Jung identified 12 archetypes.⁣⁣

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They make it possible for target audiences to discern and differentiate your brand from the competitors through an expression of behavior and communication that speaks to said target audiences.⁣⁣

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Essential business factors that will define your brand archetype:⁣⁣

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• Purpose, vision, mission and values⁣⁣

• Target audience⁣⁣

• Niche and industry⁣⁣

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This is a step we highly enjoy during the brand strategy phase of our work process.⁣⁣

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