12 BRAND ARCHETYPES

We have psychologist Carl Jung to thank for the 12 brand archetypes: he developed a theory that we’re all hardwired to recognise and react to distinctive personality traits. Why should you use them to shape your brand story? Choosing the right archetype can help you build a relationship with your audience, giving them familiar characteristics they can connect with. It strengthens your brand positioning and gives people the shorthand they need to understand what your brand stands for.