Brand building
glossary

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, the outlaw, the magician, the hero, the lover, the jester, and the everyman. Building a consistent brand personality based on an archetype can help build trust in a brand because people are drawn to personalities with similar values and aspirations.