The most compelling brands operate in the overlap between their business’s core mission and their customers’ genuine needs. The 12 Brand Archetypes offer a tool to help us understand ourselves, our customers, and how we can relate to spark genuine brand connections.

Grounded in Jungian psychology and centuries of human stories and myths, these 12 archetypes are already active in the subconscious of everyone around you. Because of their universal human nature, the Brand Archetypes enable brands to communicate ideas in a way that instinctually relates to their audience. This is what takes your brand from logically coherent to emotionally captivating.

The Brand Archetypes are divided into 4 overarching categories called Motivations. Your Brand Motivation is the engine behind your brand. It speaks to your core mission, while your Brand Archetype informs the specific persona through which you accomplish that mission. Knowing both your motivation and archetype are key to creating a compelling brand.