WHAT ARE THEY

Brand Archetypes?

Noted psychologist, Carl Jung, theorized that humans use symbolism to more easily understand complex concepts. He believed that these Archetypes were ‘Imprinted and hardwired into our psyches’.

When properly identified, brand archetypes will reflect the personality of brands and serves to better align personality type with specific Customer Personas.

WHAT ARE THEY​

Brand Archetypes?​

Noted psychologist, Carl Jung, theorized that humans use symbolism to more easily understand complex concepts. He believed that these Archetypes were ‘Imprinted and hardwired into our psyches’.

When properly identified, brand archetypes will reflect the personality of brands and serves to better align personality type with specific Customer Personas.

ORIGINS

Who is Carl Jung?

Carl Gustav Jung, was a Swiss psychiatrist and psychoanalyst who founded analytical psychology. Jung’s work has been influential in the fields of psychiatry, anthropology, archaeology, literature, philosophy and religious studies.

He proposed that thoughts, connections, behaviors, and feelings exist within the human race such as belonging, love, death, and fear, among others. These constitute what Jung called as “collective unconscious” and the concept of archetypes underpin this notion.

He believed that evolutionary pressures have individual predestinations manifested in archetypes.He introduced the first understanding of this concept when he coined the term primordial images. Jung would later use the term “archetypes”.

learn more about Carl Jung and Jungian Archtypes within these links.

LET'S GET SPECIFIC

Who are the 12 Archetypes

Who are the 12 Archetypes, what are their characteristics, and how can you use them for marketing? Below is a quick synopsis of all of them, but to really dive in, we encourage you to take the Archetype quiz here while putting yourself in the shoes of your target audience.

The Innocent

Exhibits happiness, goodness, optimism, safety, romance, and youth. 

Example brands include: Coca-Cola, Nintendo Wii, Dove

The Everyman

Seeks connections and belonging; is recognized as supportive, faithful and down-to-earth. 

Example brands include: IKEA, Home Depot, eBay

The Hero

On a mission to make the world a better place, the Hero is courageous, bold, inspirational.

Example brands include: Nike, BMW, Duracell

The Rebel

Questions authority and breaks the rules; the Rebel craves rebellion and revolution. 

Example brands include: Virgin, Harley-Davidson, Diesel (jeans)

The Explorer

Finds inspiration in travel, risk, discovery, and the thrill of new experiences. 

Example brands include: Jeep, Red Bull, REI

The Creator

Imaginative, inventive and driven to build things of enduring meaning and value. 

Example brands include: Lego, Crayola, Adobe

The Ruler

Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized. 

Example brands include: Mercedes-Benz, Microsoft, British Airways

The Magician

Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual. 

Example brands include: Apple, Disney, Absolut

The Lover

Creates intimate moments, inspires love, passion, romance and commitment. 

Example brands include: Victoria’s Secret, Chanel, Haagen Dazs

The Caregiver

Protects and cares for others, is compassionate, nurturing and generous. 

Example brands include: Johnson & Johnson, Campbell’s Soup, UNICEF

The Jester

Brings joy to the world through humor, fun, irreverence and often likes to make some mischief. 

Example brands include: Old Spice, Ben & Jerry’s, M&Ms

The Sage

Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor. 

Example brands include: Google, PBS, Philips

Using Archetypes in Marketing

When using Archetypes in your marketing strategy, your goal is  to help define your target audience. Imagine you’re them when taking the Archetype quiz and then align your their values with that of your brand while overcoming their barriers with your brand’s solutions.

To learn more about how to really dive into audience creation, take our 1hr Audience course below.

Sign up for our Course on Audiences!

This 1hr course will help you find, understand, and market to your target audiences using their values, needs, and barriers to convince them.