Archetypes are believed to be a product of unconscious biases and dispositions that have been “hard-wired” in the brain over the course of human evolution.
In branding, archetypes are used to guide and strengthen a brand’s story. Choosing an archetype can help your brand establish meaningful relationships with current and future customers.
It’s also a great way to stand out from a busy marketplace and leave a lasting impression on potential buyers. Identifying and aligning appropriate archetypes with a design will help to increase its probability of success.