“Archetypes are complexes of experience that come upon us like fate, and their effects are felt in our most personal life.” —Carl Jung

Humans connect with people, not with logos, packaging or price points, so if you want loyal customers who support, trust, or even love your brand— you need to humanize it.

Helpfully, psychologist Carl Jung introduced the concept of archetypes, or universal models of personality traits which he thought to reside within our "collective unconscious." By applying these ideas to branding, we can align our brand attributes with the specific customer personas they need to appeal to.

Strictly speaking, the theoretical ubiquity is unscientific, but the fact remains that aligning your brands' attributes with those of an archetype will allow you to connect with far more people than just doing whatever you want.

The 12 Archetypes and their attributes:

The Innocent

Optimistic | Positive | Utopian | Traditional | Moral

The Sage

Free-thinking | Intellectual | Analytical | Rational | Wise

The Explorer

Adventurous | Trail-blazing | Investigative | Free-spirited | Rugged

The Outlaw

Revolutionary | Rebellious | Unapologetic | Disruptive | Renegade

The Magician

Visionary | Intuitive | Transformative | Mystical | Inspirational

The Hero

Brave | Honest | Ambitious | Honorable | Determined

The Lover

Loving | Intimate | Aesthetic | | Empathetic | Sensual

The Jester

Playful | Spontaneous | Humorous | Mischievous | Irreverent

The Everyman

Humble | Dependable | Authentic | Realistic | Inclusive

The Caregiver

Selfless | Altruistic | Nurturing | Compassionate | Generous

The Ruler

Confident | Responsible | Charismatic | Authoritative | Prestigious

The Creator

Innovative | Creative | Imaginative | Artistic | Ambitious

Which one matches your brand?