A brand archetype is a symbolic representation of a brand's personality, values, and characteristics. It's a way for businesses to create a distinct identity and connect with their audience on a deeper level. Archetypes are based on Carl Jung's theory of archetypes, which suggests that there are universal patterns of behavior and personality traits that exist within the collective unconscious.

There are twelve primary brand archetypes, each with its own set of characteristics and associated values. These include the Innocent, the Explorer, the Sage, the Hero, the Rebel, the Magician, the Regular Person, the Lover, the Jester, the Caregiver, the Creator, and the Ruler.

By identifying a brand's archetype, businesses can develop a cohesive brand identity and messaging that resonates with their target audience. Archetypes help to create a consistent tone of voice, visual branding, and messaging that aligns with the brand's values and personality. This can help to build trust, loyalty, and emotional connections with customers, which can ultimately lead to long-term success.

Follow along with us as we break down each archetype and help you discover which one you identify with most!

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