Brand Archetypes: The Definitive Guide [36 Examples]

We now know that brands that consistently express an appropriate archetype drive profitability and success in real and sustainable ways.

Now let’s get you thinking about your brand. If you had to choose one story to describe who you are, which would it be? It can be something that happened to you, a story inspired by someone else, a fictional story or even a metaphor. …………………………………………………. …………………………………………………. …………………………………………………. …………………………………………………. …………………………………………………. ……………………………

The best archetypal brands are—first and foremost—archetypal products, created to fulfill and embody fundamental human needs.

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.