The 12 Dominant Archetypes

In the early 1900’s through the study of religions, myths, and fairy tales of different cultures, Carl Jung, Swizz Psychologist and founder of Analytic Psychology discovered that the contents of individual consciousness—dreams, fantasies, wishes, impulses, and thoughts—seemed rooted in a collective consciousness. What amazed him is that this was shared by all human beings.

Today, these primitive and instinctive types have become the backbone for modern brand development.

Summed up, for Marketers and Brand Strategists it reads: How does this brand story provide MEANING to events in my life?

As we reflect on our dominant Archetype, we become clearer about who we are, what we say, and how we act. This helps us become more intentional about our identity.

There are 12 main Archetypes. Each one of these Archetypes represents a universally familiar character which, once matched with your brand, can then be used to build brand personality.

The effect can be astonishing, enabling specific audiences to identify with brands, and elicit the emotional responses that creating a sense of belonging. This is because it provides an actual system for the management of meaning.

Brand Archetypes give brands a WHY and a character that makes them accessible and relatable to audiences who share those same values. This representation of your personality is based on key human desires, motivations, needs, fears and values - such as safety, power, and belonging. These are the same elements needed to produce a blockbuster movie or write a best-selling novel! While you may not identify with your brand as a film or book, it is important to remember this: the clearer you are about your Archetype, the easier it will be to position yourself, build narrative and create an emotional connection with your target audience.

Brands that are able to capture the essential meaning within their categories – and communicate that message succinctly – dominate the market. Take the Archetype Assessment and discover why global brands use the power of Archetypes to stand out.