BRAND

ARC H E T Y P E S

PRESENTED BY:
GOULLAL MANAL
 1. Who invented Archetypes?

2. What is a brand archetype?

3. The importance of brand archetypes

Plan 4. The 12 Brand archetypes

5. Quiz: Which archetype is this brand?

6. How to use Brand Archetypes?

 WHO INVENTED ARCHETYPES?

“THERE ARE FORMS OR IMAGES OF A

COLLECTIVE NATURE WHICH OCCUR
PRACTICALLY ALL OVER THE EARTH AS
CONSTITUENTS OF MYTHS AND AT THE
SAME TIME, AS INDIVIDUAL PRODUCTS OF
UNCONSCIOUS.”
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS

“THESE [ARCHETYPES] ARE IMPRINTED AND

HARDWIRED INTO OUR PSYCHES.”
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS

CARL JUNG (1875- 1961)

SWISS PSYCHIATRIST AND
PSYCHOANALYST
 WHAT, THEN, IS A BRAND ARCHETYPE?

A BRAND ARCHETYPE IS A REPRESENTATION OF YOUR

BRAND AS A PERSONA BASED ON 12 KEY HUMAN
DESIRES AND VALUES. THE IDEA BEHIND CREATING
YOUR ARCHETYPE IS TO BUILD A BRAND NARRATIVE
AND CREATE AN EMOTIONAL CONNECTION WITH YOUR
TARGET AUDIENCE.

-HUBSPOT
 “ARCHETYPES ARE THE
HEARTBEAT OF A BRAND
BECAUSE THEY CONVEY A
MEANING THAT MAKES
CUSTOMERS RELATE TO A
PRODUCT AS IF IT
ACTUALLY WERE ALIVE IN
SOME WAY, THEY HAVE A
RELATIONSHIP WITH IT
AND CARE ABOUT IT.”

-“The Hero and the Outlaw: Building Extraordinary

Brands Through the Power of Archetypes” by
Margaret Mark and Carol S. Pearson
ACCORDING TO GERALD ZALTMAN,
A HARVARD BUSINESS SCHOOL
PROFESSOR, 95% OF PEOPLE’S
PURCHASING DECISIONS OCCUR IN
THE SUBCONSCIOUS MIND.
THE 12 BRAND ARCHETYPES
LEAVE LEGACY
OUTLAW
"Don’t try to control me
and we won’t have a problem"
brandmasteracademy.com
MAGICIAN
"There’s more to most
than the eyes can see"
brandmasteracademy.com
HERO
"I strive to be the best for myself
and the greater good"
brandmasteracademy.com
PURSUIE CONNECTION
LOVER
“Don’t break my heart, I only
have one to give"
brandmasteracademy.com
JESTER
“When I’m not having fun
I’m mostly laughing"
brandmasteracademy.com
EVERYMAN
“I’m the same as you and
you’re the same as me"
brandmasteracademy.com
PROVIDE STRUCTURE
CAREGIVER
"It’s not about how much you
give, it’s about how you give"
brandmasteracademy.com
RULER
"Nobody gives you power,
you have to take it"
brandmasteracademy.com
CREATOR
"If it can be imagined, it can be
created"
brandmasteracademy.com
EXPLORE SPIRITUALITY
INNOCENT
"Nothing is more wholesome
than nature itself"
brandmasteracademy.com
SAGE
“Knowledge itsel isn’t power,
how you use it is"
brandmasteracademy.com
EXPLORER
""The unexplored and the
unknown is where I’m home"
brandmasteracademy.com
 QUIZ:
WHICH ARCHETYPE IS
THIS BRAND?
 HOW TO USE BRAND ARCHETYPES?

Step #1: Understand audience personality

Step#2: Identify attractive characteristics

Step#3: Align them to an archetype

Step#4: Know what they need

Step#5: Define your brand archetype mix

brandmasteracademy.com
CONCLUSION
T H A N K
YOU
RESOURCES
Carl Jung (1959). The Archetypes and the Collective Unconscious, Collected Works,
Volume 9, Part 1. Princeton University Press.

"What is Jungian Psychology? (2021) – Types, Archetypes, Complexes and More".

PsychoTreat.

Margaret Mark and Carol S. Pearson (2001). The Hero and the Outlaw: Building
Extraordinary Brands Through the Power of Archetypes”.

Brandmasteracademy (2022), [Online]: https://brandmasteracademy.com/

Hubspot (2022), [Online]: https://blog.hubspot.com/marketing/brand-archetypes

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MAY 02, 2025