Brand archetype
A brand archetype is one of 12 universal personality types (from Carl Jung's work) used to give a brand a single, consistent character, such as the Hero, the Sage, or the Jester.
Archetypes give a brand a recognizable personality that audiences understand instantly. The 12 are the Innocent, Sage, Explorer, Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, and Creator.
Your archetype is the source code for your brand voice: it sets the constant personality, which then shows up in your vocabulary, rhythm, and what you refuse to say. Most strong brands pick one primary archetype, sometimes with a secondary for texture.
Read brand archetypes: the 12 types to find yours.
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