Swiss psychiatrist and psychoanalyst Carl Jung is known to be the man behind brand archetypes.
If you are a brand builder, it makes sense to see your brand as a personality and then reflect on which of these attributes resonate with your brand values.
Once you have nailed your brand archetype, it will allow you, your teams, your agencies to do much sharper and focused #marketing that will resonate with your customers in a consistent way.
Brands sometimes can, and do wear the hat of more than one archetype due to factors like geography, market dynamics, audiences, etc.. However, the more aligned a brand archetype is, the more its chances to be seen in the same way by everyone resulting in effective communication and efficient results.