Defining your brand archetype gives you, and, all those who associate with your brand, a sense of who you are.


Archetypes come from Carl Jung, a Swiss psychiatrist, who posited that there were 12 fundamental archetypal people. Brand strategists use archetypes to identify the personality of the brand.


If you know who you are and what you are trying to accomplish, then the messaging and marketing become much more efficient and effective.


My mother used to tell me as I walked out the door, “Remember who you are and what you stand for.” If brands would have those two things locked in through the use of a purpose and an archetype, the business they are pursuing would become invariably easier.


Question: What are 3-5 adjectives that people inside and outside of the company would use to describe your company?


 “…in a planned economy there was no need for advertising and branding.”

— Tim Mohr, Burning Down the Haus: Punk Rock, Revolution, and the Fall of the Berlin Wall


Here’s more insight on our process and how we discover your brand’s archetype at modern8.


(Usually it’s memes. This week, it’s some helpful information on the 12 archetypes.)

Picture of Peter Stevenson
Peter Stevenson is the new business director + strategist at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.