Archetypes are pretty much the foundation of building your brand. Carl Jung (pronounced “Young”), a Swiss psychiatrist who founded analytical psychology, defined twelve primary types of “personalities” that represent the range of basic motivations. Each one of us has a dominate archetype that dominates your personality – as does your brand. You know how each character in a story has a specific personality that we see throughout other stories time and time again? The Hero, The Entertainer/Jokster, The Wise Guide, The Magician, The Innocent, The Rebel, etc.? These are defined as archetypes. 

A brand archetype is the personality of your business that you communicate through symbols, whether that be in words or images. Knowing your brand archetype allows you to understand how to effectively communicate with your target audience so that you’re not only staying consistent, but that your business is being represented in a way that you’re intending it to – leading to success.