Brand archetypes are a concept derived from Carl Jung's theories of the collective unconscious. In the context of branding, archetypes serve as universal patterns or characters that represent fundamental human desires, values, and behaviors. These archetypes provide a framework for businesses to create a distinct brand identity that resonates with their target audience on a deep emotional level.

Each archetype embodies specific traits, motivations, and narratives that customers can easily relate to. By aligning a brand with a particular archetype, companies can tap into the archetypal symbolism and associations to craft a compelling brand story and establish a consistent brand personality.

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