Archetypes, when effectively implemented, can provide a strong connection between a brand and the consumer. The stories and characteristics applied to a brand can build an emotional motivation to buy that could outweigh the proof of a better product.
These archetypes touch nerves within us and drive our innermost desires - various levels of belonging, independence, mastery, and stability. Want to learn more about the Twelve Branding Archetypes? Click here to read my article about overall Archetypal Branding.