Carl Jung developed the concept of the 12 character archetypes – the personalities we interact with and help us understand the world. This is based even further back with Plato’s ideas about elemental forms.

 

Brand Archetypes are able to tell a story about yourself, your business, or your brand because it uses universal ideas and values and turn it into a tangible outcome that is associated with your persona. This taps into an easily digestible narrative that’s easily understood by your audience… because they’re essentially stereotypes that we’re taught our entire lives.