Who invented the 12 brand archetypes?

Carl Jung’s
Brand Archetype Wheel. The 12 brand archetypes as we know them today were derived from Swiss psychiatrist Carl Jung’s personality archetypes, which were outlined back in 1919. Jung maintained that all humans have one dominant trait that leads to typical behavioral patterns, desires, values and motivations.

How do you define brand archetypes?

Just as fictional characters are written according to broadly defined paradigms that help us understand their actions, a brand archetype is a way of presenting a brand – its symbology, values, behaviours, messages – as a persona, thus making it more recognisable and relatable to target audiences.

How do you apply brand archetypes?

Using Archetypes to Define Your Brand

1. Understand the Power and Potential of Your Brand. Know what you are offering your customers in ways that go beyond the rational and logical.
2. Get to Know Your Customers.
3. Build on the Emotional Connection.
4. Use Symbolism for a Stronger Connection.
5. Review and Apply the Right Archetype.

Which is the best definition of a brand archetype?

The Magician Brand archetypes is the kind of concept everyone has heard of but few actually understand it. We’ve heard about brand personality, brand identity, brand traits. A brand is an identity at the end of the day. A brand archetype, however, involves more than just a list of values of personality traits.

How are archetypes used to create brand personas?

In branding the archetypal framework helps us build human-like brand personas. And best brand personas are forged by identifying solidly with one—and only one—core archetype. PS. Also check out my podcast with Kaye Putnam who specializes in the subject of Using Archetypes in Branding.

Which is an example of a Hero brand?

Brands falling into the “Hero” archetype shout out their accomplishments from the rooftop and persistently work to improve and prove themselves. A wonderful example of a Hero brand archetype is Nike. Nike just doesn’t sell sportswear; it inspires and empowers its customers by the products they buy.

How are archetypes used in the real world?

Archetypes are successfully used in film, books, and in branding. In branding the archetypal framework helps us build human-like brand personas. And best brand personas are forged by identifying solidly with one—and only one—core archetype. PS.