A brand archetype is a persona that a brand embodies, providing that brand with an easily recognizable personality, character, and set of behaviors.
To connect and resonate with customers in today’s commerce landscape, successful brands go beyond creating a simple logo to creating a full brand identity. To do so, they adopt a brand archetype based on psychiatrist Carl Jung’s idea that people understand larger concepts through symbols. A brand archetype is the embodiment of a persona or symbol that emphasizes the brand’s character.
Most brands match their persona to one of the 12 archetypes outlined by Margaret Mark and Carol S. Pearson in “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.” These archetypes each symbolize a certain personality, including the Creator, the Jester, the Outlaw, the Hero, and more.
A rugged outdoor clothing company might take on the Explorer archetype, while a diaper company might take on the Caregiver. Brands construct their marketing materials around these archetypes to create a cohesive brand personality that resonates with customers.