Understanding and manifesting your brand archetype enables you to signal your qualities to your ideal customers. Use these reference books to help you find your brand archetype, understand its qualities and how to build your brand around it.
The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. Margaret Mark & Carol S. Pearson. McGraw-Hill. 2001. If you only read one book on archetypes, make it this one. Thorough explanations of the 12 main archetypes with clear examples and ways to apply archetypes to your business.
Archetypes in Branding: A Toolkit for Creatives and Strategists. Margaret Pott Hartwell and Joshua C. Chen. HOW Books. 2012. Beautifully produced book that presents 60 archetypes in an easy to understand format.
What Story Are You Living? A self-improvement guide for discovering the unconscious influences that drive your life story. Carol S. Pearson and Hugh K. Mark. Center for Application of Psychological Type, Inc. 2007. This book and the included Pearson-Marr Archetype Indicator Assessment are designed for individual, not business, assessment. However it can be useful for many business owners, especially solo entrepreneurs with a business that is an extension of their personal characteristics and passions.