In its simplest form the practice of branding is about creating differentiation, making one product or service seem different from competitor products. Brand values are the core beliefs or philosophy that a brand upholds, and which differentiate it from its competitors. Another way of characterizing a brand is by identifying its brand personality.

Today the brand is a repository, not merely of functional characteristics, but of meaning and value. But if we are to identify and effectively leverage the essential elements, or “immutables,” of our brands, we must become fluent in the visual and verbal language of archetypes.

An archetypal product identity speaks directly to the deep psychic imprint within the consumer, sparking a sense of recognition and of meaning.

Archetypes mediate between products and customer motivation by providing an intangible experience of meaning. Figure 1.4 identifies the archetypes most important to the fulfillment of the four basic human needs.