- How to Use Brand Archetypes to Create a Compelling Brand Story

Brand Archetypes - What's Yours?

Brands associated with certain archetypes often achieve greater economic success. And I’m not the only one saying that – research by advertising agency Y&R, covering 13,000 brands and published by Harvard Business School, proves it.

BUT WHAT ARE ARCHETYPES, REALLY?

The idea of archetypes comes from Carl Jung, a renowned psychiatrist who introduced the concept back in 1919 as part of his theory of the collective unconscious.

Archetypes are universal stories, symbols, and narratives that resonate across cultures and time. Each archetype has its own unique traits and its shadow side, or challenges we recognize no matter where (or when) we are.

AND… WHAT DO ARCHETYPES HAVE TO DO WITH BRANDS?

When you weave your brand archetype into your storytelling consistently, you make your brand human. Vulnerability, authenticity, and depth help people relate to your brand—and remember it.

BUT HERE’S THE CATCH

It’s not enough to choose an archetype. You’ve got to live it. It needs to be authentic. Your messages, visuals, and experiences all need to embody that archetype, fulfilling essential human needs in the process.

Jung said it best: "Every person has a mythical archetype they aspire to. People fantasize about these alter egos and seek experiences to bring them closer."

Think about it: when people identify with a brand, it’s like stepping into the shoes of their favorite character, living out a story that mirrors their own values and aspirations.

Humans are hardwired for connection—always craving meaningful relationships. (Yes, even in this AI-driven era!)

Below, you’ll find the key archetypes highlighted in the Harvard Business School article “Brand Storytelling” by Jill Avery (2020).

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SO, WHICH ARCHETYPE FEELS MOST LIKE YOUR BRAND?

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