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How Carl Jung's 12 character archetypes apply to branding

Jones Knowles Ritchie’s Global Strategy Director on how she taps into the human psyche to help define the character of a brand

Every brand has a story, but how do you turn that story into a compelling brand personality that will connect with audiences? Jane Steel, Global Strategy Director at Jones Knowles Ritchie, recommends one method using psychologist Carl Jung’s character archetypes as a tool. 

These archetypes, which were first outlined by Jung in the 1900s, sought to organise human personalities into 12 main types, based on their behaviour. Here, Steel plays a game of word association with the following archetypes to help brands form tailored narratives.

This is an exclusive excerpt from D&AD’s online Storytelling for Action Masterclass course that you can do at your own pace. It covers the fundamentals of crafting an effective story, embedding story within brands, and how and where to tell stories. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.


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