The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed. – Carl Jung
SO WHAT ARE ARCHETYPES?
Carl Gustav Jung is perhaps the most famous dissident of classic psychoanalysis. He strayed away from Freudian ideas and explored ancestral roots and the collective unconscious and had many revolutionary ideas. One of them was the 12 Jungian archetypes of personality.
To define his 12 archetypes of personality, Jung studied the symbols and myths of many different cultures. These archetypes represent behavior patterns that make up different ways of being. Archetypes are defined as: “a very typical example of a certain person or thing”. Historically, archetypes have been used in literature to create unique personalities that readers can connect with and understand. There are 12 archetypes that are most relevant and you might already be familiar with a few, such as, heroes, outlaws, lovers, and explorers to name a few.
WHY ARE THEY IMPORTANT?
So, you might be curious as to how this applies to your brand? Well in today’s marketing environment where social media is king, having a defined brand archetype can help differentiate you from your competition, build a unique relationship with your target market, and potentially grab the attention of new audiences. A defined archetype should help direct the way you speak to your audience and how you present your content. When people understand and connect with your brand, they can begin to LIKE + TRUST you (the person), which leads to sales. Listed below are the multiple archetypes that a brand can align with, a really brief description explaining each of the archetypes.
OUTLAW BRAND ARCHETYPE
As the Outlaw, you are bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.
MAGICIAN BRAND ARCHETYPE
As the Magician, you may manifest as a visionary, an inventor, or even a spiritual guide. But while the process and path to results may vary, all Magicians have one common goal – to transform lives.
HERO BRAND ARCHETYPE
Being the Hero, you are a warrior, and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. We look up to you. You inspire us, as you overcome challenges like a champion.
LOVER BRAND ARCHETYPE
As the Lover, you are passionate and devoted to your people. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to reveal your brand message.
JESTER BRAND ARCHETYPE
The Jester is a whole lot of fun! You’re humorous, light-hearted, and the life of any party. You’re playful, and it’s contagious. Above all, you’re excited to help others get more enjoyment out of life!
EVERYMAN BRAND ARCHETYPE
The Everyman or Girl/Guy Next Door is friendly, down-to-earth, and loyal. You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.
CAREGIVER BRAND ARCHETYPE
The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those in your fold feel considered, safe, and supported in their pursuits.
RULER BRAND ARCHETYPE
The Ruler is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.
CREATOR BRAND ARCHETYPE
Being the Creator, you’re inventive, unique, and vibrant – and it’s all by your own design. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.
INNOCENT BRAND ARCHETYPE
The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand loves simplicity – the world doesn’t have to be complicated.
SAGE BRAND ARCHETYPE
The Sage is analytical and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.
EXPLORER BRAND ARCHETYPE
As the Explorer, you are the trailblazer, the adventurer. You are among the few who dare to literally (or figuratively) investigate the world. You help us find more of the freedom and fulfillment we seek.