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Carl Jung’s 12 Brand Archetypes
Understand modern branding through a psychological lens.
In my previous article, we discussed the significance of Brand Archetypes in modern branding and how we can leverage all of that to give your brand a competitive edge. Jung’s archetypes are one of the most powerful tools you can deploy to build timeless brands. If you haven’t read my last article, I suggest you check that out before you dive into this. I’ll drop down the link below.
To give you some context, Carl Jung, a Swiss psychoanalyst, identified 12 personalities. Each of these personalities represents a specific collection of behaviours and is personified within these characters, archetypes. These personalities will lead us to comprehend human’s deepest desires and what makes them tick. An archetype can assist new businesses in shaping their brand perception. It’s easier for customers to understand an archetype because it is tied to universal human characteristics and instincts. Otherwise, the relationship between a brand and its existing and potential customers would only be transactional.
“We all have the same instinctive and unconscious understanding of behavioural patterns “— Carl Jung (1875–1961)
Understanding your audience’s expectations and needs will not only make your brand more human but will also help you to create emotionally intelligent products. In this article, we’re discussing the twelve archetypes in detail.
Happy Reading!
The 12 Brand Archetypes
1. Explorer
The Explorer archetype is defined by a desire for independence and freedom that is not constrained by traditional constraints. Quite similar to Rebels, but they’re more interested in exploration than disturbance.
Dominant traits: Exploration, Pioneering, Independence.
