Brand Archetypes

Twelve character types, such as Hero, Outlaw and Caregiver, applied to branding by Margaret Mark and Carol Pearson in 2001, drawing on Carl Jung.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Brand archetypes are twelve character types, such as the Hero, Outlaw and Caregiver, used to define a brand's personality. Margaret Mark and Carol Pearson applied them to branding in 2001, drawing on Carl Jung's ideas about universal patterns. Marketers use archetypes to create consistent tone, storytelling and emotional associations that audiences recognize.