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DO YOU KNOW YOUR BRAND ARCHETYPE?

ARE YOU STRUGGLING TO FIND YOUR BRAND'S VOICE?

A brand archetype is a universally recognisable, innately 

understood character type or role that a brand can embody.

Archetypes are imprinted and hardwired into our psyches. When properly identified, brand archetypes will reflect the 

personality of brands.

Carl Jung, a Swiss psychologist, and psychiatrist who founded the analytic psychology, in some aspects a response to Sigmund Freud's psychoanalysis, Jung proposed and developed the concepts of the extroverted and the introverted personality, archetypes,

and the collective unconscious.

Here are the 12 archetypes he created.

BY HANNAH ALLEN | 11-3-22

THE INNOCENT

Exhibits happiness, goodness, optimism, safety, romance and youth

Smelling Flowers

THE EVERYMAN

Seeks connections and belonging; is recognised as supportive, faithful, and down-to-earth.

Looking Sideways

THE HERO

On a mission to make the world a better place, the Hero is courageous, bold, and inspirational.

Image by Aidan Bartos

THE REBEL

Questions authority and breaks the rules; the Rebel craves rebellion and revolution.

Image by Alexander Popov

THE EXPLORER

Finds inspiration through travel, risk, discovery, and the thrill of new experiences.

Image by Einar Ingi Sigmundsson

THE CREATOR

Imaginative, inventive, and driven to build things of enduring meansing and value.

Image by Frankie Cordoba

THE RULER

Creates order from the chaos, the Ruler is typically controlling and stern, yet reponsible and organised..

Antique store

THE MAGICIAN

Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual.

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THE LOVER

Creates intimate moments, inspires love, passion, romance, and commitment.

Luscious Lips

THE CAREGIVER

Protects and cares for others, is compassionate, nurturing, and generous.

Comforting Hands

THE JESTER

Brings joy to the world through humour, fun, irreverence, and often likes to make some mischief.

Young Man Pointing

THE SAGE

Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor.

Indigenous Woman

What archetype would you class yourself as?

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HANNAH SAYS

To give you a hint Google is a Sage archetype, filling the consumer's need for understanding and knowledge. Tesla and Apple are both Magician's -they have big ideas to change the world and question the status quo.