"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

What are BRAND archetypes?

Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?

This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.

This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.

Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.