The 12 Brand Archetypes are an invaluable marketing tool that will help brands to develop loyal relationships and cultivate connections with their audience. It is critical for a brand to understand which Archetype(s) represent their brand, identify where their audience spends their time and plan a marketing strategy representing the archetype characteristics that appeal to their audience. There is a distinct advantage when a brand archetypes plan is implemented.

Ar · che · type - relates to an original pattern of which all of the same type is based. Carl Jung (c.1919)  pioneered the concept of psychological archetypes. His theory is based on symbolism that relates to both the conscious and unconscious that is common to all people regardless of culture or society.  Jungian Archetype refers to the unconscious ideal from which universal psyches are formed. Jung based his concept on Plato’s eidos descried as the essence or metaphysical ideals imprinted on the soul before birth.

Jung observed four major universal prototypes; the persona is described as a mask or public image we present to the world, anima (female)/animus (male) representing our true self, the unconscious masculine/feminine parts of our nature, the shadow self, representing a part of our psyche that may be undiscovered or hidden also referred to as the animal aspects of our personality including the creative and destructive dynamisms, and the self, signifying unification of all aspects into one representing wholeness. Our connection to the universe and all things.

These prototypes are organized into three overarching categories of the Ego, Soul, Self. The Overarching categories become the driving force of the 12 archetypes.

The 12 archetypes were formed from these basic principles.