When it comes to defining a brand; finding its voice and personality, the 12 Jungian archetypes are a useful tool.
As Daniel J. Moore of Iron Dragon Design, writes on his website:
‘Archetypes help align a brand’s vision, purpose and values. They create a voice for the brand to utilise in interactions, forming consistency in their branding and message. They also help by differentiating brands in the marketplace. This means that two companies can sell similar products but will attract different audiences based on their personality.
Brand personalities are great because they help to attract your tribe.’
So, what are Jungian archetypes?