Who are you really? Audiences want to know and brand archetypes can help.
Famed psychologist, Carl Jung, believed that universal, mythic characters (aka archetypes) reside within the collective unconscious of people. In other words, there are fundamental things imprinted and hardwired into our psyches that evoke strong emotion within us.
By using this idea of archetypes for brands, you’re taking advantage of a shortcut into someone’s feelings and perceptions. Archetypes come in handy to differentiate your brand from others, help build your own vocabulary and unique brand voice and give your brand message meaning in a human context.
Building a brand persona around up to 3, out of 12, archetypes that connect unconsciously with your audience helps create connection, engagement and brand loyalty.