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Behavioral Economics: Core Concepts
Brand Archetypes
A framework of 12 universal character types used to define a brand's personality, story, and emotional connection with its audience. ✨
Article Points:
1
Based on Jungian psychology, archetypes represent fundamental human motivations.
2
The 12 archetypes include the Hero, Sage, Outlaw, Magician, Jester, and others.
3
Choosing an archetype helps create a consistent and relatable brand identity.
4
It guides everything from brand voice and messaging to visual design.
5
Aligns your brand with the subconscious desires of your target audience.
6
Examples: Nike (The Hero), Google (The Sage), Disney (The Magician).
Source:
Brand Archetypes
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