This information can be found in the books Archetypes in Branding and Awakening the Heroes Within by Carol S. Pearson.
Whether you are communicating through your website, blog or social media, the images and messages that you use will help your brand to resonate with your audience. By using archetypes in your branding, you can create a memorable and powerful message that people will connect with on an instinctual level.
"The contents of the collective unconscious are called "archetypes," which means they are original (i.e., primal), inherited patterns, or forms of thought and experience. They are the ancient, unconscious source of much that we think, do, and say as human beings. They are the "givens" in our psychological makeup, the patterns that shape our perceptions of the world, the furnishings that are present in our psychological home from the moment of birth. We inherit the same forms, but each of us fills in the content by the way we experience our lives. Thus, Father might be a positive archetype to one person, but it might be filled with negative meaning for another." The Collective Unconscious and Its Archetypes by Philippe L. De Coster, D.D.
The Twelve Archetypes
ARCHETYPE: Innocent
GOAL: Remain in safety
FEAR: Abandonment
DRAGON/PROBLEM: Deny it or seek rescue
RESPONSE TO TASK: Fidelity, discernment
GIFT/VIRTUE: Trust, optimism
ARCHETYPE: Orphan
GOAL: Regain safety
FEAR: Exploitation
DRAGON/PROBLEM: Is victimized by it
RESPONSE TO TASK: Process and feel pain fully
GIFT/VIRTUE: Interdependence, realism
ARCHETYPE: Warrior
GOAL: Win
FEAR: Weakness
DRAGON/PROBLEM: Slay/confront it
RESPONSE TO TASK: Fight only for what really matters
GIFT/VIRTUE: Courage, discipline
ARCHETYPE: Caregiver
GOAL: Help others
FEAR: Selfishness
DRAGON/PROBLEM: Take care of it or those it harms
RESPONSE TO TASK: Give without maiming self or others
GIFT/VIRTUE: Compassion, generosity
ARCHETYPE: Seeker
GOAL: Search for better life
FEAR: Conformity
DRAGON/PROBLEM: Flee from it
RESPONSE TO TASK: Be true to deeper self
GIFT/VIRTUE: Autonomy, ambition
ARCHETYPE: Lover
GOAL: Bliss
FEAR: Loss of love
DRAGON/PROBLEM: Love it
RESPONSE TO TASK: Follow your bliss
GIFT/VIRTUE: Passion, commitment
ARCHETYPE: Destroyer
GOAL: Metamorphosis
FEAR: Annihilation
DRAGON/PROBLEM: Allow dragon to slay it
RESPONSE TO TASK: Let go
GIFT/VIRTUE: Humility
ARCHETYPE: Creator
GOAL: Identity
FEAR: Inauthenticity
DRAGON/PROBLEM: Claim it as part of the self
RESPONSE TO TASK: Self-creation, self-acceptance
GIFT/VIRTUE: Individuality, vocation
ARCHETYPE: Ruler
GOAL: Order
FEAR: Chaos
DRAGON/PROBLEM: Find its constructive uses
RESPONSE TO TASK: Take full responsibility for your life
GIFT/VIRTUE: Responsibility, control
ARCHETYPE: Magician
GOAL: Transformation
FEAR: Evil sorcery
DRAGON/PROBLEM: Transform it
RESPONSE TO TASK: Align self with cosmos
GIFT/VIRTUE: Personal power
ARCHETYPE: Sage
GOAL: Truth
FEAR: Deception
DRAGON/PROBLEM: Transcend it
RESPONSE TO TASK: Attain enlightenment
GIFT/VIRTUE: Wisdom, nonattachment
ARCHETYPE: Fool
GOAL: Enjoyment
FEAR: Nonaliveness
DRAGON/PROBLEM: Play tricks on it
RESPONSE TO TASK: Trust in the process
GIFT/VIRTUE: Joy, freedom
The Return
The journey is fundamentally about metamorphosis.