The 12 Brand Archetype Card Guides

Get clarity on your brand's identity with these easy-to-use guides that help you define your core brand archetype and strategy.

The is just a guide on how you can use and maximize this tool called The 12 Brand Archetypes by Carl Jung.

In order to guide you effectively, you need 2 key items to make this happen:
1. Your Brand Foundations, and
2. Your Client Personas.

Once you have these 2 key items, you can now proceed with the steps inside, and even go to the Cheat Sheet One and Two 🪄

Developed by psychiatrist Carl Jung, the 12 Brand Archetypes characterise universal patterns of behaviour that we all instinctively understand.

Archetypes are rooted in universal truths that are rich and distinctive.

The understanding of these archetypes is instinctive, we are able to connect with (or avoid) others very quickly when we experience them.

Because this recognition is pre-programmed into our brains, they are an extremely useful tool when defining the position of your brand and the personality traits that will resonate with your intended audience.

Brand Archetypes Are Not About Appealing To Everyone

As the old adage goes “If you try to please everyone, you’ll end up pleasing no one”.

Great brands are focussed. And so must your brand!

That’s why, at the end of this guide, you should be able to pin point and decide what are your Main Brand Archetype, the dominating element, and your Sub Brand Archetype, the supportive element.