Empower - Archetypes - Flipbook - Page 6
define a brand’s core
values, and inform the
way it does business.
WHAT ARE BRAND
Yes, the quality of our favorite businesses definitely sets them apart and
keeps us returning.
But brand archetypes play an important role, as well.
Brand archetypes not only set the tone of a particular brand (from visual,
to content voice guidelines), but they can also give your brand that unique
aura that will charm your customers’ socks off.
Introduced by the renowned psychoanalyst Carl Jung, archetypes are
what he used to describe models of behavior, personality and people.
Archetypes are even visible in the kind of story or genre we often run to.
From thrillers, to something light and breezy, each story’s characters and
plots stick to an archetype.
To put it simply, brand archetypes define a brand’s core values, and
inform the way it does business.
WHAT ARE BRAND ARCHETYPES?