As a brand, you always want to have the same look and feel. That fixed look ensures that the brand always evokes the same feeling in people and they know what they have to gain from you. But how do you get this done? Give your brand a personality with an archetype from Carl Gustav Jung.
All the most powerful ideas in history go back to archetypes - Carl Gustav Jung
Carl Gustav Jung
Carl Gustav Jung was a Swiss psychiatrist and student of Sigmund Freud. He came up with the concept of archetype within psychology. According to Jung, archetypes are structures in our "collective unconscious. They can evoke automatic patterns of thought and feeling. Main characters in stories (in myths, books, movies) are often based on certain archetypes and are therefore immediately liked or disliked. We all know the archetypes of the past and present: Robin Hood the freedom hero, Merlin the wizard, Mother Theresa the caring one and superman the hero.
Archetypes speak for themselves
Strong brands manage to become archetypes themselves and then hardly need to explain anything; archetypes speak for themselves. To build a strong brand, you have to appeal to the deep drives and desires that everyone has. A powerful way to strike that chord is to work with archetypes.
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12 different brand archetypes
1. Ruler (Ruler).
The Ruler is demanding, structured, energetic and sometimes a bit impatient. Seeks objectivity and, after careful consideration, shows himself to be a decisive leader. Is also visionary and change-oriented with great attention and attention to detail.
A Ruler's brand promise is powerful, efficient and effective.
Examples: Albert Heijn, Rolex
2. Lover (Lover)
A lover has a positive attitude and is easygoing and sociable. Conflict avoidance is typical of the lover. He also brings harmony to relationships, focusing strongly on the needs of others. As a result, he sometimes cancels himself out.
A Lover shows merit and willingness.
Examples: Christine le Duc, Pink Lady
3. Magician (Magician).
A magician is thorough and good when it comes to preparation and execution. This manifests itself in observant, perceptive and focused handling of subjects. Makes the difficult easy again by bringing things simple.
A Magician easily plays out the impossible for the user.
Examples: Ted, Disney
4. Clown (Jester)
A Jester is spontaneous and intuitive in finding the right chord for his audience. He is relaxed and vividly involved with other people and is all for experimenting. Plays an upbeat note as part of a company. Always sees more than enough opportunities to have fun and uses his rich imagination to move forward together. A clown brings liveliness and merriment to a motley crew.
Examples: M&M, Fanta
5. Ordinary man (Regular, Everyman)
The common man is subservient to others. Loyal and unobtrusive. Is cooperative, patient and helpful. Sometimes a bit stubborn, but all in all a good listener with full attention. The Everyman is a solid and steadfast brand character.
Examples: IKEA, Ebay
6. Rebel (Revolutionary, Outlaw).
The rebel is headstrong, driven, full of self conviction, assertive and confrontational. Because of this independence, is somewhat aloof. Is often emphatic with clear views. Understands the world according to universal beliefs and principles. Acts to change. The Outlaw's behavior is daring and unfettered.
Examples: Diesel and Harley Davidson
7. Innocent (Innocent)
The innocent in the ultimate strives for goodness, justice and, naively, seeks paradise on earth. Is subdued, diplomatic, introspective and ideological thinking and dreaming. Wary of only partially admitting the big bad and imperfect outside world. The Innocent has high quality and honest brand content.
Examples: Dove, Chocomel
8. Explorer (Explorer).
The Explorer is outspoken. Seeks to develop himself by exploring the world. Is bold, quick and generous, communicative, participative, expressive and directing. But sometimes authoritarian. Brings something into motion, momentum and momentum. Sees opportunities and the bigger picture where others see only dangers. The Explorer has a drive to make the brand even more than what it already represents.
Examples: North Face, Jeep
9. Mode (Sage)
The Sage is a balanced, cautious thinker and philosopher. He sets the tone based on facts, is level-headed and can handle a lot of input. Is also able to impart knowledge in mentoring for the common (practical) good. Judges people with whom there seems to be no kinship. Can come across as skeptical. Demanding of himself, is creative and applies his creative ability for practical purposes. The Sage knows how to make things useful and enjoyable by providing knowledge and demonstrating insight for brand users.
Examples: Google, Phillips
10. Creator (Creator)
The Creator is warm, cordial, enthusiastic, intuitively responsive and always seeking innovation. Is strikingly visible in appearance and gestures. Is good company and a lively host. Can get anyone to generate a lot of output. Is able to bring logical order to a multitude of ideas. Open minded, social, democratic and entrepreneurial.
The Creator is demonstrably innovative with a meaningful contribution to brand, people and society.
Examples: Canon, Lego
11. Caregiver (Caregiver).
The Caregiver is unselfish, engaging and thinks of others. Is driven to listen well and advise to enhance well-being for others. Has a responsible attitude and offers efficient pressure to initiate change. Is unconditionally present for others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent and an excellent multitasker.
Examples: Volvo, Pampers
12. Hero (Hero)
Decisive, leading and sacrificial. The Hero is focused on achieving a result, accomplishing a task or realizing the higher goal. Has an independent attitude. Does not avoid difficulties but names them and switches to action. Shows in this also attention and understanding for the rational. Is emphatically present. The Hero is primarily concerned with performance.
Examples: Nike, Duracell
Did you know there are multiple ways to make your brand speak? Check it out in this blog.
Responding to needs of target groups
Of course, the archetype also says something about the relationship between brand and customer. Customers do business based on certain drives and needs. You can divide the drives of archetypes into four main categories:
- Structure and order (Caretaker, Ruler and Creator)
- Connection and cooperation (Common Man, Clown, Lover)
- Development and change (Innocent, Wise, Explorer)
- Achievement and daring (Hero, Rebel and Magician)
For example, if you choose the Hero archetype, capitalize on performance needs. Archetypes can help you tremendously to better respond to specific audiences. Target groups that can be tricky for many companies and brands, such as the "elusive" Generation Y and Z.
Positioning with the archetypes
Positioning with the archetypes means that as a brand you match the archetype that determines the consumer's buying behavior, at a specific moment. A well-developed archetype for your brand gives direction to all your marketing and communication expressions. Externally, a well-executed and authentic archetype ensures the correct identification of your target group. No matter how fast the market changes or how quickly your product range changes. By using an archetype correctly, you maintain recognizability throughout the years and changes. Especially in times of change, an archetype is a valuable addition to your brand values.
Which archetype fits your brand?
Discover the archetype and its drivers and build a strong brand. A strong and consistent brand improves brand recognition and appreciation. You attract the right customers and make existing customers more loyal. Employees become proud of their company and work in unison and more motivated, and not unimportantly, they gain a sense of focus and direction.
Want to find out which archetype fits your brand? Schedule an appointment to learn more about how we work or start working on your brand positioning.
Were you inspired by this article? Make work of your brand strategy.
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