UNDERSTANDING BRAND ARCHETYPES AND HOW THEY SHAPE BUSINESS

If people can recognize certain characters and their fundamental desires, strengths, and weaknesses, then maybe there is a parallel to business. Marketers have modified Jung’s archetypes to create brand archetypes, offering a shortcut to storytelling and helping customers connect to a company.

How Archetypes Can Help Shape a Brand’s Identity and Drive Sales

Although there is some psychological debate on whether Jung’s archetypes are truly embedded in the unconscious and the role they play in the mind, the relevance in branding is less complicated. Archetypes, at the very least, enable people to connect to a character or others on a fundamental level. Thus, the same can be said for consumers and brands.

Brand archetypes mirror Jung’s character archetypes. For instance, there are companies that fit into the “wise old man” archetype, and use the appropriate values, meanings, and personality traits to help define what the business is all about. Why would they want to do that? People instinctively recognize who the wise old man is and what he offers. The same is true for the “hero” archetype that exudes bravery and strength. Individuals, whether watching a movie or an advertisement, can identify with these fictional characters (Superman) and companies (Nike).

The 12 Brand Archetypes

Here are the 12 brand archetypes that companies can choose from to help define their identity. Choosing just one brand archetype is important for following a single narrative and set of values. You can refer to the brands under each image!

1. The Caregiver

Caregivers exude compassion, seeking to nurture, care for and help others feel safe.

2. The Creator

Creators seek to innovate through imaginative, artistic items that create value.

3. The Explorer

Explorers seek freedom through new approaches and adventures.

4. The Hero

Heroes challenge others and make the world better.

5. The Innocent

Innocents are simple, pure and believe the world is a good place.

6. The Jester

Jesters want to have fun and live in the moment.

7. The Lover

Lovers crave intimacy and romance.

The lover is passionate and appreciates beauty. These people and companies want others to feel glamourous inside and out. 

8. The Magician

Magicians use their imagination and vision to create new experiences.

A magician wants to make dreams come true. Transforming situations, impacting people and changing the world are common sentiments among these people and companies. 

9. The Outlaw

Outlaws break the rules and create their own path.

An outlaw is not satisfied with the status quo. Rebellious and seeking change, the outlaw fights authority and anything that stands in the way of change. 

10. The Regular Guy or Gal

Regular guys and gals are normal people who want to connect to others.

Down to earth and unpretentious, the regular guy or gal seeks belonging. He or she doesn’t expect all that much from life, but has solid virtues, street smarts, empathy and is practical.

11. The Ruler

Rulers seek control and order.

The ruler is responsible and organized. By inspiring people to take responsibility in their lives, the ruler is able to help make things better. Leadership and influence, if harnessed properly, enables rulers to succeed. 

12. The Sage

Sages seek truth and understanding.

Deeply reflective and analytical, the sage is focused on wisdom and insight. This person or company examines complex issues and, once information and solutions are obtained, shares results with the world.

If you are looking to build your brand archetype then get in touch :)