Brand Archetypes
BRAND ARCHETYPES
Definition of brand archetypes
ar·che·type | \ ˈär-ki-ˌtīp
The Origination of Brand Archetypes began with a pattern or model of which all things of the same type are representations or copies.
Psychology: an inherited idea or mode of thought in the psychology of Carl Gustav Jung that is derived from the experience present in the unconscious of the individual
In the 1940’s Carl Jung, a Swiss Psychologist theorized that people use symbolism to understand complex concepts. Jung believed there are innate model images that transcend language, time, and culture. He once stated, “There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time, as individual products of unconscious.” The primary Jungian archetypes are Self, Anima, Animus, Shadow, Persona, Father, Mother, Child, Wise Old, Hero, Trickster, and Maiden.
Research led to an understanding of the 12 Archetypes we today know as Caregiver, Creator, Entertainer (Joker), Explorer, Girl/Guy Next Door, Hero, Innocent, Lover, Magician, Outlaw, Ruler, and Sage.
We, as humans, can all recognize and understand these archetypes. They play a role in our behavior patterns, values, and motivation.
Brands that embrace Jungian archetypes use human psychology to nurture and build relationships with their audience. These archetypes are a way to connect with an audience on a deeper level and offer a way to share more relatable concepts and values that resonate on a deeper level.
When a brand emanates an archetype(s) that best relate to their business, they connect in a more meaningful way to their audience, build authenticity, loyalty, and trust. Brand archetypes help your company build a worthwhile relationship.
Below are a brief overview of the 12 archetypes. To learn more, an in-depth look into Brand Archetypes is available by visiting their individual pages.
The Magician Archetype is also known as a visionary, inventor, healer, and medicine man. The Magician Archetype attributes are leader, inventor, inspire, visionary, imagination, and dream large. Their products and/or services create something special. They make dreams come true. They strive to expand consciousness and to transform their world.
The Regular Guy/Girl Archetype wants to be part of a group. They strive to belong. The Regular Guy/Girl archetype is down to earth and thought of as the person next door. They reach across to all men and women and are thought of as honest, dependable, quality-oriented, and a good neighbor.
The Sage Archetype is also known as the expert, scholar, philosopher, professional, teacher, and advisor. The Sage Archetype seeks the truth. They are a trusted source of information. Their attributes are wisdom, knowledge, and intelligence. Their products and/or services provide information. The Sage is always seeking wisdom, knowledge, and truth.
The Innocent Archetype wants to be happy. They are optimistic and strive to do the right thing. The attributes for the Innocent Archetype are described as simplicity, pure, trustworthy, good morals, and value. Their products and/or services are natural, wholesome, nostalgic, and traditional.
The Entertainer Archetype is also known as the joker, comedian, and trickster. The Entertainer Archetype is all about having fun, spontaneity, and playfulness. They do not take life seriously. Their attributes are light-hearted, impulsive, and bring laugher to those around them. Their products and/or services bring joy to the world. The Jester Archetype is humor. Play, Jokes, Fun, Humor, enthusiastic, expressive, comedian.
The Outlaw Archetype is also known as a rebel, and revolutionary. The Outlaw Archetype breaks the rules. Their attributes are free-spirited and reject conformity. Activist, shocking, independent, radical. Their products and/or services are an alternative to the mainstream. The Outlaw Archetype does not settle for the status quo.
The Lover Archetype is also known as a partner, friend, spouse, and team player. The Lover Archetype is passionate and is all about pleasure. Their attributes are indulgence, desire, appreciation, and appeal to all the senses. Their products and/or services connect with intimate moments in life. The Lovers Archetype seeks a heart connection., artistry and creativity. They find inspiration everywhere. Creators think outside the box. They are driven by a desire to create works of enduring value. They are authentic. Creators push boundaries and portray themselves as the key to unlocking creativity. They are unique, entrepreneur, dreamer, visionary, storytellers, and authentic.
The Creator Archetype is also known as the artist, inventor, musician, and writers. The Creator’s attributes are imagination, artistry, and creativity. They find inspiration everywhere. Creators think outside the box. They are driven by a desire to create works of enduring value. They are authentic. Creators push boundaries and portray themselves as the key to unlocking creativity. They are unique, entrepreneur, dreamer, visionary, storytellers, and authentic.
The Ruler Archetype is also known as a leader, boss, king, queen, politician, and administrator. The Ruler Archetype is a leader. They want power, high-quality, luxury items. Their attributes are a role model, leadership, administrator, and gatekeeper. Their products and/or services connote exclusivity. The Ruler is organized and prosperous.
Also known as a saint, parent, and aid. The Caregiver Archetype serves by helping others. Their attributes are maternal, nurturing, and striving to be at their best for you. They are compassionate, selfless, and generous. Their products and/or services build trust. They are parents and guardians. Caregivers help others through their thoughtful, kind, generous actions. They are considerate, selfless, and comforting.
Also known as a warrior, rescuer, superhero, and soldier. The Hero Archetype strives to make the world better. They are courageous and ready to prove one’s worth. They do not let anything stand in their way. Their products and/or services communicate strength, determination, and perseverance. They are inspiring.
Also known as a seeker, wanderer, and pilgrim. The Explorer Archetype seeks adventure. They want to discover the world. Their attributes are independence, freedom-loving, and self-discovery. Their products and/or services promote experiencing the unknown. The Explorer Archetype enjoys the journey, adventure-bound, adventure seeker, experience, escape the ordinary, go where you feel most alive, Never stop exploring, is their motto. The world is yours to explore.
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