Branding is an art – but it’s also a science grounded in psychological research that shows brands can embrace inherent traits to attract new audiences and build customer loyalty. When people find themselves inspired by new brands – or loyal to old ones – some of the cues they are responding to are known as brand archetypes. What are brand archetypes? In literature, they’re the typical characters, actions, or situations that seem to represent universal patterns of human nature. To psychologist Carl Jung, archetypes represent the “collective unconscious” of mankind.