What are Brand Archetypes?

Ah, the 1940’s. The decade all of The Beatles were born. And the decade Swiss psychologist Carl Jung developed a set of common personality archetypes.

Jung concept imagined the models of people, behaviours, and personalities. As he suggested, archetypes were human tendencies that play a role in influencing day-to-day behaviour.

As brands need to connect with consumers in a meaningful way in order to build trust and loyalty, clever companies forge brand archetypes that pull together their values, mission, and vision… with a view that (hopefully) their target audience will resonate with.

The brand archetype framework shows 12 personalities: