Jung’s archetype: what it is and how it applies to branding and marketing

Wizard, Sage, Explorer. These are not the protagonists of a fantasy saga or role-playing game, but some of the universal archetypes elaborated by the theories of psychiatrist Carl Gustav Jung. These symbolic figures, rooted in the collective unconscious, represent patterns of behavior, emotions and narratives that cross cultures, eras and languages. Indeed, every fairy tale, every myth, every major brand tells a story that we already know, even without realizing it. And it is precisely this familiarity that makes them powerful: archetypes weave universal plots that speak directly to the deepest emotions of the human being. From tools for analyzing the psyche, archetypes have become central to branding and marketing strategies, because a brand that embodies an archetype is instantly recognizable, able to build a unique identity that inspires trust and creates lasting emotional connections. Moreover, applying an archetype allows brands to authentically and consistently engage in dialogue with their audiences, offering a personality that resonates as credible and akin to shared values. Think of Nike, which embodies the Hero by pushing boundaries, or Coca-Cola, which celebrates the Innocent with simplicity and positivity. They are not just companies: they are symbols that enter our memories, our personal stories. And their strength lies precisely in their ability to evoke universal archetypes, transforming products into experiences and messages into emotions. In this in-depth study, we will then discover the basics of Jung’s theory, what the 12 archetypes are, and most importantly, how to apply them to marketing to build brands capable of standing out and winning over their audiences.

What is an archetype by Jung

According to the theory of psychiatrist Carl Gustav Jung, an archetype is a universal pattern of behavior or symbolic image shared by all cultures and eras, rooted in thecollective unconscious. It is a kind of psychological “imprint,” a set of recurring patterns that emerge in our minds in the form of symbols, dreams or behaviors, reflecting fundamental traits of human experience. Jung describes the collective unconscious as a level of the psyche that accumulates and preserves memories, experiences and patterns common to all humanity, regardless of individual or h