What’s Your Brand Archetype?

Archetypes are complexes of experience that come upon us like fate, and their effects are felt in our most personal life.” — Carl Jung

Humans connect with people, not with logos, packaging or price points, so if you want loyal customers who support, trust, or even love your brand — you need to humanize it.

Helpfully, psychologist Carl Jung introduced the concept of archetypes, or universal models of personality traits which he thought to reside within our “collective unconscious.” By applying these ideas to branding, we can align our brand attributes with the specific customer personas they need to appeal to.

Strictly speaking, the theoretical ubiquity is unscientific, but the fact remains that aligning your brands’ attributes with those of an archetype will allow you to connect with far more people than just doing whatever you want.

Optimistic | Positive | Utopian | Traditional | Moral

Free-thinking | Intellectual | Analytical | Rational | Wise

Adventurous | Trail-blazing | Investigative | Free-spirited | Rugged

Revolutionary | Rebellious | Unapologetic | Disruptive | Renegade

Visionary | Intuitive | Transformative | Mystical | Inspirational

Brave | Honest | Ambitious | Honorable | Determined

Loving | Intimate | Aesthetic | | Empathetic | Sensual

Playful | Spontaneous | Humorous | Mischievous | Irreverent

Humble | Dependable | Authentic | Realistic | Inclusive

Selfless | Altruistic | Nurturing | Compassionate | Generous

Confident | Responsible | Charismatic | Authoritative | Prestigious

Innovative | Creative | Imaginative | Artistic | Ambitious

This post was created with Typeshare

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James L. King

Hi, I’m James L. King, entrepreneur and brand architect. I write about branding, marketing, sales and self-improvement. Prepare yourself, I talk a lot.