“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:
Optimistic | Positive | Utopian | Traditional | Moral
Free-thinking | Intellectual | Analytical | Rational | Wise
Adventurous | Trail-blazing | Investigative | Free-spirited | Rugged
Revolutionary | Rebellious | Unapologetic | Disruptive | Renegade
Visionary | Intuitive | Transformative | Mystical | Inspirational
Brave | Honest | Ambitious | Honorable | Determined
Loving | Intimate | Aesthetic | | Empathetic | Sensual
Playful | Spontaneous | Humorous | Mischievous | Irreverent
Humble | Dependable | Authentic | Realistic | Inclusive
Selfless | Altruistic | Nurturing | Compassionate | Generous
Confident | Responsible | Charismatic | Authoritative | Prestigious
Innovative | Creative | Imaginative | Artistic | Ambitious
Which one matches your brand?