Brand Archetypes - Branding Strategy Insider

By definition a brand archetype is a universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth more than just a (stereotypical) manifestation; a start point more than the finishing line and a brand’s bedrock more than the characters in its advertising. With the brand personality the brand archetype gives a brand a more human feel. Brand archetypes include the pioneer, the wizard, the scientist, the sage and the artist. We explore 22+ common archetypes with our clients.  
Archetypes Wield Power For Brands

Everything we experience in life is imprinted into our memories, and becomes a part of our subconscious mind. Some experiences are commonly held across all of humanity, as they describe common aspects of the human journey in a single idea or image, and when these common experiences are then depicted in art or literature, which has occurred thousands of times across different cultures, then these fundamental folksy ideas are called archetypes.

Brand Archetypes Defined

Whereas the brand personality uses adjectives to describe the brand as if it were a person, the brand archetype, based on Jungian archetypes, indicates the brand’s driving force or motivation. Several books describe brand archetypes. Two of my favorites are: (1) The Hero and he Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson and (2) Winning the Story Wars: Why those who tell – and live –...

Brand Strategy And Jung’s Archetypes

Archetypes in product branding are nothing new. The Jungian-based psychology behind the use of archetypes began in earnest shortly after World War II. Carl Jung, the founder of analytical psychology, also conceptualized the theories of archetypes and the collective unconscious. His theories certainly seem to have great merit, given their unparalleled success when applied to consumer marketing and product branding.

Connect With Us