According to  The Hero and The Outlaw , archetypes have existed as long as mankind has told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film, certain characters emerge (Mark & Pearson, 2001).

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Have you ever noticed that there are timeless characters who show up throughout history, legend, art, and popular culture?

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These are archetypes: Universally recognized figures that stand for certain basic human motivations and emotions.

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Archetypes make sense to us. Our brains naturally organize ideas by grouping like things, and by seeing patterns. Recognizing common traits in people and symbols helps us to process and understand a story. Those commonalities cue us to feel particular emotions.

And they trigger certain gut-level responses.

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The paradox of modern life is that at the same time that we are living in ways never done before and therefore daily recreating our world, our actions often feel rootless and empty. To transcend this state, we need to feel rooted simultaneously in history and eternity. Awakening the Heroes Within by Carol S. Pearson

So, how do archetypes relate to branding? Well, the answer is simple: In the most essential way possible.

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As humans, we want to connect with people – not products or services.

So, when a brand takes on a primary character archetype, people recognize it – they get it.

When people understand your brand, they can begin to like and trust you, which leads to sales.