Illustrated Brand Archetypes


Is your brand a hero or an outlaw?

In this series, I will share with you 12 brand archetypes that will help you position your brand to better connect with your audience.

Psychologist Carl Jung theorized that people use symbolism to understand complex concepts. Based on that he categorized 12 specific personality traits that we can assign to brands and their audiences. That’s how archetypes were born.

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