04/24/2023
One way to build your brand personality is through brand archetypes, which are a set of personas that brands can use to present themselves to the world consistently.
They come from the work of psychiatrist and psychoanalyst Carl Yung, who created these types based on a set of goals, values, patterns, and behaviors.
The personality types include:
The Creator
The Sage
The Explorer
The Innocent
The Ruler
The Caretaker
The Jester
The Magician
The Hero
The Lover
The Outlaw
The Citizen
For example, the Creator archetype desires to create something enduring and to exist in a space of self-expression and imagination.
They ultimately want to take ideas and make them a reality, and what they fear is being blocked creatively.
A brand like Crayola or Lego is a perfect example of this archetype.
Citation: Spangenberg, Katie. The University of Washington ProQuest Dissertations Publishing, 2021. 28314283.