Brands are a lot like people, so we can use some of the same techniques we use for defining ourselves to define our companies.
Throughout history, many of the same characters appear in literature, religion, folklore, mythology, etc. Over time, companies began to take on the qualities of these characters, which makes it easier for customers to quickly discern what they’re all about. Forty uses archetypes in a similar way. Instead of just creating a brand out of thin air, we use archetypes to develop visuals, messaging, and experiences that evoke certain feelings for the customer.
Unlock new inspiration for your branding, marketing, and customer experience with this guide to the 20 universal brand archetypes.