Brand Archetype

The Soul of the Story: Unlocking Your Brand’s Power with Archetypes

What do Nike, Apple, and Disney have in common? Beyond being global giants, they all have a powerful, almost human, personality. This is no accident. They have masterfully tapped into the power of brand archetypes—a framework that uses universal patterns of human character to create a deep, subconscious customer connection.

What Are Brand Archetypes?

Derived from the theories of psychologist Carl Jung, archetypes are universally understood symbols or character types that reside within our collective unconscious. They are the heroes, the rebels, the sages, and the magicians that have populated our myths and stories for centuries.

When applied to branding, an archetype gives your business a soul and a recognizable personality. It provides a blueprint for your storytelling, your brand voice, and your overall behavior, making your brand more relatable, consistent, and memorable.

Meet a Few of the Characters:

There are 12 primary Jungian archetypes, but here are a few to illustrate their power:

• The Hero: Brands that want to inspire courage and mastery. Their goal is to prove their worth through decisive action. Example: Nike. Their motto, “Just Do It,” is a classic Hero call to action.
• The Rebel: Brands that crave revolution and aim to disrupt the status quo. They are for the misfits and iconoclasts. Example: Apple (in its early days). Their “1984” ad was a direct challenge to the establishment.
• The Sage: Brands that seek truth and aim to share wisdom with the world. They are the experts and the trusted source of information. Example: Google. They provide access to the world’s knowledge.
• The Creator: Brands driven by the need to create things of enduring value. They foster imagination and self-expression. Example: LEGO. They provide the tools to build anything you can imagine.

Why Does It Matter?

Choosing a brand archetype helps you move beyond simply listing product features. It forces you to think about your brand’s motivation, its fears, and its core story. This framework provides a powerful shortcut to an authentic brand personality, ensuring all your messaging is consistent and resonates on an emotional level. In a crowded market, the brands that tell the most compelling human stories are the ones that win our hearts.