What are the 12 Brand Archetypes?

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A brand archetype is essentially your identity: a set of values, attitudes and behaviours that define you. Finding out what it is and how to develop it is a basic task for connecting emotionally with your audience and is essential for the work of a branding agency.
History has given us mythological stories, fairy tales and narratives in which several characters interact. If you look closely, they all comply with and adapt to certain behaviour patterns.


Where do archetypes come from and why apply them to your brand personality?
Human beings also respond to dreams, actions and a specific mould. Based on bolivia phone number list characteristics, psychiatrist Carl Gustav Jung defined twelve archetypes.
For Jung, these archetypes are outlined as fragments of life and are highly effective in establishing emotional relationships between people. In addition, they are outlined as effective in building your brand personality.
Likewise, the Swiss psychiatrist revealed that these are present in the collective unconscious. We may not realise it, but they are imprinted in the deepest recesses of our brain. They are twelve personality patterns that our ancestors have left us as an inheritance.
Margaret Mark and Carol S. Pearson are responsible for introducing Jung's theory into marketing through their work "The Hero and The Outlaw". In this way, the twelve archetypes help branding professionals.

How do they do it?
It drives them to establish a brand identity. This is an essence, a flavor, a color, a sound that differentiates you from your competition. In this way, they stand out in connecting with their target audience and in being understood and recognized.