The 12 Brand Archetypes of Jung

What are the archetypes? Where do they come from? And why are they of value to your organization? If you want to be attractive as a brand, you can’t ignore a bit of psychology. Research shows that brands that resemble 1 of the 12 archetypes are many times more successful. These organizations exist longer and have more loyal customers. But why? We are happy to tell you!

To overview

What are Jung’s 12 archetypes?

Maybe you’ve heard of it, maybe you haven’t. When you build a brand, you always go back to the core. You ask yourself why you do what you do. The next question you ask is how that why becomes visible. After that it is important to keep that recognition visible for the long term. To make this visible, the 12 brand archetypes of the Swiss psychologist Carl Jung are used. The brand archetypes are used to characterize organizations and brands.

Why characterize your brand?

One fact is that people make decisions based on emotions. We do this because we want to belong and feel safe. Sometimes we choose security, other times we choose adventure. One person is a real joker and wants to convey the message in a humorous way, while the other wants to convey the message in a magical way. By linking an archetype to your organization it is clear how your organization wants to profile itself, both internally and externally. The archetypes provide insight into customer needs, what moves people and what motivates them. Subsequently, you can direct your communication to this, so that you really attract customers who fit your brand. You can then also align your corporate identity and web design with this. In this way, your customers will remain loyal for longer.

12 Brand Archetypes Carl Jung
12 Brand Archetypes Carl Jung

Our Favorite Brand Archetypes

Although there are many different characters, Jung defined 12 primary archetypes. Each type has its own values, characteristics and meanings. So basically they are like people. They stand for something, have dreams and have certain standards. If we could choose two favorites, we would go for the Magician and the Jester.

The Magician, a.k.a. the Magician

The Magician is also called the magician. He does not believe in limitations and always wants to make the impossible possible. With his magic wand he always finds a way and makes dreams come true. Turning negativity into positivity is something he loves to do and sees as a higher goal. A Magician creates moments of happiness. Brands that have the Magician archetype are Roll Royce, Efteling, Red Bull, Disnep and Axe.

The Jester, a.k.a. the Joker

The Jester goes for fun and laughter and is sometimes called the comedian among the archetypes. Under the motto of you only live once he takes on challenges. With plenty of humor, he delivers the message in a playful manner. One of the most important characteristics of the Joker is that he breaks taboos. Expressions that are on the edge connect with him. In addition, he is engaging, diplomatic and honest. Brands that have the Jester as their archetype are Ben&Jerry’s, Amstel, M&M’s and Nintendo.

What is your Brand Archetype?

The important thing to remember is that you don’t pick an archetype just because you happen to like the sound of it. The archetype that is your organization perfectly matches your brand personality. We recommend using an external party for this. When you research this from within the organization you will miss some crucial parts, because you are simply inside the organization and cannot look from the so called helicopter view. However, you can ask colleagues where they see the organization.