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Brand Archetype Personas

The idea comes from the psychological theories of Carl Jung, a 20th-century Swiss psychiatrist and psychoanalyst. He believed that people have one dominant trait that leads to typical behavioral patterns, desires, values, and motivations.


What personality traits do your customers tend to value and aspire to?
Identifying with an Archetype Persona will be a good test if you have done an excellent job thus far. Your niche customer information will be so clear and straightforward that a specific person with a definite personality will show up.

For example, Foria’s audience is crystal clear. Everything about their branding is emotionally identifying themselves as The Lover brand archetype.

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