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The top 5 brands of 2020 are Amazon, Google, Apple, Microsoft, and Samsung. I’m sure you know what these companies are unless you were living under a rock for the last 30 years. These brands have made a huge impact on consumers all around the world. They made our lives easier.
What is the secret behind the success of these brands? How are we, the consumers, keep coming back for more? How were we able to trust these brands in the first place?
There are a lot of key factors for a successful business. It all starts with creating a good business idea. Next is getting the right team. Follow it up with an achievable goal and plan. Fourth is creating a solid marketing strategy while acquiring high-value customers. Lastly, working hard to grow the business.
Having a successful brand also has many factors. One of which is using the power of psychology.
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How does Brand Archetype work?

Brand Archetypes build a connection with consumers. They use these to convey emotions that can relate to their target audience. As a result, they can meet loyal customers who will buy their products/services without hesitation. We all have our preferred brand of gadgets, pizza, clothing lines, and even genres of music. How these promotes with the use of archetypes, taps into our subconscious mind and relates their product with our morals and values.

Who introduced Archetypes?

Carl Gustav Jung was a Swiss psychiatrist and psychoanalyst who founded analytical psychology. Jung’s work was influential in the fields of psychiatry, anthropology, archaeology, literature, philosophy, and religious studies. He worked as a research scientist at the famous Burghölzli hospital, under Eugen Bleuler. (-Wikipedia)
Jung believes that each person’s psyche has three components.
  • Ego
  • Personal Unconscious
  • Collective Unconscious
Archetypes are part of the collective unconscious because it embodies symbols or forms that inhibits the conscious mind. We are not aware of these archetypes, yet have an emotional bond with them.

The 12 Brand Archetypes

"All the most powerful ideas in history go back to archetypes"

Carl Jung

Carl Jung has divided the 12 Archetypes into 4 categories.


Margaret Mark and Carol Pearson, authors of “The Hero and The Outlaw” also have their own categories but with similar meanings behind it.


The Four Categories

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The Creator is the innovator of the archetypes. They have the passion to always bring something new to the table. A drive to put their visions into fruition.

The Ruler is the control of the archetypes. They have a dominating personality. A leader that focuses on bringing in success for everyone’s benefit.  

The Caregiver is the altruist of the archetypes. They are more concern of helping others than for their own benefit. They are selfless and does not require anything in return.

The Explorer is the adventurer of the archetype. They thrive in challenges and push themselves pass their limit. 

The Sage is the enlightened of the archetype. They acquire and teach knowledge. A sage provides wisdom to those who have questions and truth to those who doubt.

The Innocent is the optimist of the archetype. They have a positive outlook in life. They see the good side in everybody and does not discriminate.

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The Everyman is the general people. They want to be part of the society as a norm without standing out. They are neutral in every way and just goes with the flow.

The lover thirsts for devotion. They need to feel affection, pleasure and will do anything to get it. They tend to make themselves more appealing to attract others.

The Jester is the ecstatic of the archetype. They create an environment wherein everyone can be stress free. A Jester loves to make sure that everyone should not take everything too seriously. 

The Hero is motivated to work hard  to succeed. They want to be ahead of everyone and loves to be acknowledged of their success. 

The Outlaw is the rebel of the archetype. They live for revolution. They desire changes to the system for the good.

The Magician takes everyone’s imagination and materializes it in any way they can. They love gaining knowledge but does not share it, rather, they show everyone the end results.

How to use Brand Archetypes

  1. Hire a Brand Agency
For business who doesn’t have the time or is unsure where to start then I recommend hiring a Brand Agency. A reputable brand agency can save you time and can get things done while you focus on other important matters of your business.
  1. Use a Brand Archetype Quiz

If you want to build your brand on your own then using a Brand Archetype Quiz is beneficial for you.

Choose Your Brand Archetypes: The 4 step Road-map

Research – learn what archetypes stand for and what it embodies.
Observe – observe your interactions with each archetype. Choose the archetype that best identifies your brand.
Analyze – figure out which archetype and sub archetype you have chosen can impact your brand awareness.
Decide – be consistent in your chosen archetype and sub archetype. You cannot please all the audience.
  1. Mix up your Brand Archetype
Get to know your archetypes You have a good idea on what your archetypes are. This time around, dive deep and know the details on how it actually works. Mix up your archetypes, you don’t need to balance it out.
For example, take 60% from your primary archetype. Use it as the brand’s voice. Take the other 40% and use it as the brand’s visual. Use what feels right for you. You don’t need to follow a generated strategy. Know from your gut because that brand is your identity as a business owner.
If the brand has contradicting archetypes, then look for ways that they will complement each other. Find out how to mix them without negating each other.


A brand is successful if there is a story behind it. Letting your audience know what the core value is can influence them into being loyal customers. Being able to connect with your target audience on a personal level signifies the brand’s human persona.
It’s time to start building your brand. Understand what it is conveying and learn how to convey it to your audience.

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