Handmade Seller Magazine Sample Issue - Page 53

the newsstand | 53

Archetypes can be traced back to Swiss psychologist Carl Jung’s observation that humans have a natural tendency to compartmentalize thoughts and

use symbolism and stories to understand everyday concepts.

Jung identified a dozen distinct archetypes. Each has its own

set of characteristics, values and behaviors. He believed that these archetypes and their stories are empirically understood because

they represent the fundamental needs and desires in all of us.

Any brand can relate to one of these twelve iconic models to humanize their brand and any consumer can relate to the personality, story and behaviors of these brand archetypes.

I created my own proprietary version of the archetypes as

they apply to creative businesses that you'll see on the following page.

What are Archetypes?

industry expert

psych up your brand | 53