
The 12 Brand Archetypes
A brand archetype is a personified representation of your brand’s main attributes and values, such as stability, safety, strength, or creativity. It is critical for your brand to have an archetype in order to tell a narrative and make an emotional connection with its audience.
For example, the main archetype of Inobox in Sage (because we believe in education and knowledge) and the second archetype is Creator (because we are an agency that believes in innovation, creativity and always looking for new ways to help our partners).
Are you interested in learning about the 12 Archetypes and maybe identifying a suitable one for your brand?