Discovering what your brand archetypes are, is central to positioning your company and products in a unique way. Having this distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal & emotional level.

According to Swiss psychologist Carl Jung, people tend to use symbolism to understand their world. He identified 12 archetypes (powerful identities or personas) that make up the world. Each identity has its own set of characteristics, values, attitudes & behaviors.

What are Brand Archetypes Used For?

Advertisers use this archetype concept when creating marketing ads, business messages, and etc. Consumers connect with, or relate to the personality of brands and how they represent needs and desires. And of course, through relating, that brings us closer to that company and their products.

Archetypes are a powerful marketing and advertising tool and cover a broad range of iconic characters. Like the Good Guy (Hero) to the Bad Guy (Rebel). So take time to learn about each one and how they may apply to your business brand. You will use these archetypes as a basis for your online marketing and even when writing product descriptions and content for your website.

I will spread the types of archetypes out with descriptions and examples over the course of several blog posts.

In the meantime, here is a list of the archetypes that we will be covering.. I’m sure that you can already attach certain archetypes to well known brands already, just by the name!

1. The Innocent                             7. The Ruler
2. The Regular Guy/Gal               8. The Magician
3. The Hero                                    9. The Lover
4. The Outlaw                                10. The Caregiver
5. The Explorer                              11. The Jester
6. The Creator                                12. The Sage

Click here to read about The Innocent and The Regular Guy/Gal!

By Tisha Hedges

Director of Operations for Worldwide Brands, Inc

5 thoughts on “What are your Brand Archetypes?”
  1. Fascinating how things are label. My old brain is having a hard time understanding all of this Archetypes stuff. If I was comparing these to myself then I would totally understand. Hopefully this will all come together and I can get my little store going.

  2. Hi James, once you finish the whole archetype series, I think you will get a better grasp on the different ones. On my final post, I did an example for how you can market a certain set of products to different archetypes, which I think would be helpful. Thanks for commenting!

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