An archetype is an abstract concept that puts a label on your needs and hopes. Classifying your brand in this way will help you create focused messaging that aligns with your customer's needs. The term was coined by Dr. Carl Jung who described it as "forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconscious". The 12 different archetype options are the Innocent, Sage, Explorer, Hero, Outlaw, Magician, Everyman, Lover, Jester, Caregiver, Creator, and Ruler.

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