They arise out of story

… story that we humans have been using for millennia, and long before Carl Jung or even the label, Archetype.

They are types of personality and types of behaviours, as well as narrative types.  We see them in the ancient gods and goddesses, as well.

But for our purposes here, they are a way of responding in behaviour and thought

to what life throws at us ---  to the narrative we find ourselves in.

They are driven from deep within our sub-conscious by those millennia of story, our DNA and inheritance.

And so they drive how we see the world and react to it, and the kind of person we see in ourselves and that others see

… which, really, is not a bad definition of our brand!

Basically, if you stay true to who you are, to your innate archetypal behaviour and responses, then you will be powerfully aligned with your message, your product and service and the impact you bring to the world.

On other levels, though, you will have archetypal behaviour and responses in many aspects of your business, your branding, your marketing and the experience your clients and customers have with your product or service.  They will not all be driven by your dominant archetype, though the more they are the better.