First described by 19th-century psychoanalyst Carl Jung, personality archetypes are best described as a collection of character traits and behavioral tendencies that form a character to which people can easily relate. In the context of brands, there are 12 classic archetypes. These cover the full spectrum of brand types, from brands that want to evoke comfort to those that want to create excitement.
Curious? Check out this gallery for real-world examples of the 12 brand archetypes.