The History of Archetypes
The concept of the 12 archetypes is closely linked to the Swiss psychiatrist Carl Jung, who interpreted them as universal symbols and characters of our collective unconscious. For Jung, these figures, known from myths, dreams, and ancient art, were tools for understanding the human psyche. Their timeless presence makes archetypes symbols of common human experiences and stories that transcend time and culture.
More than Just Stories: Archetypes Today
Today, the concept of archetypes extends far beyond psychology. Marketers, politicians, and communicators use them to tell captivating stories and connect with their audience on an emotional level. Thus, brands and personalities create stories that not only sell but also inspire.
The Advantages and Disadvantages of Archetypes
Like almost every concept in brand psychology, archetypes have two sides.
Advantages of Archetypes:
- Universal Appeal: Archetypes touch broad audiences Due to their universal nature.
- Emotional Connection: They foster deeper emotional bonds between brands and consumers.
- Memorable Narratives: Archetypal stories are timeless, making them more impactful.
Disadvantages of Archetypes Overuse:
- Overuse: Too many brands relying on the same archetype can saturate the market.
- Misalignment: Brands choosing the wrong archetype appear less authentic.
- Oversimplification: Not everything fits into the narrow corset of a single archetype.
Characters with Influence: The Archetypes
How the 12 archetypes shape the business world and political events:
- The Innocent: Embodies purity and clarity. Brands with this archetype often promote simplicity, kindness, and an idealistic worldview.
Examples: Dove, Coca-Cola. - The Everyman: Represents common sense and the ability to find one’s way in the world. Brands with this archetype often connect with “ordinary” people, emphasizing this belonging.
Examples: Home Depot, Levi’s. - The Hero: Courageous and determined. Brands identifying with this archetype aim to improve the world and position themselves as solutions to big problems or challenges.
Examples: Nike, BMW. - The Outlaw: Disruptive and rebellious. These brands break rules and conventions, appealing to those who want to challenge the status quo.
Examples: Harley Davidson, Virgin. - The Explorer: Loves freedom and strives for discoveries. Brands with this archetype encourage their customers to step out of their comfort zone and experience new things.
Examples: Jeep, The North Face. - The Creator: Imaginative and visionary This archetype is all about innovation, creativity, and creating lasting value.
Examples: LEGO, Apple. - The Ruler: Embodies control, leadership, and responsibility. Brands using this archetype often see themselves as inDustry leaders, emphasizing stability.
Examples: Rolex, Microsoft. - The Magician: The dreamy transformer. These brands promise to change their customers’ lives and make dreams come true.
Examples: Disney, Tesla. - The Lover: Passionate, romantic, and intimate. Brands with this archetype focus on beauty, relationships, and emotions, often targeting the luxury or inDulgence market.
Examples: Victoria’s Secret, Godiva. - The Caregiver: Compassionate and nurturing. These brands focus on care, protection, and helping others.
Examples: Johnson & Johnson, Toms Shoes. - The Jester: Funny, playful, and entertaining. Brands of this archetype aim to bring joy to their customers and often don’t take themselves too seriously.
Examples: Ben & Jerry’s, Old Spice. - The Sage: Wise and knowledgeable. This archetype is about finding truth, wisdom, and intelligence. Brands using this archetype often offer expertise and help their customers understand the world.
Examples: Google, BBC.
How to Use Archetypes Correctly
Archetypes are just one tool to create a fitting story for your branding. True impact is achieved when you combine them with other marketing techniques.
- Personas Meet Archetypes: Who do you want to address, and which archetype best fits this customer persona? By aligning both, you create a more compelling branding story!
- Customer Journey: Integrate archetypal themes at key touchpoints of your customer journey to strengthen the emotional connection to your brand!
- Content Strategy: Your brand is more than your website or company brochure! Ensure that your entire content matches the concept of your archetype.
- Campaign Analysis: Analyze the resonance and engagement of your campaigns. Did the archetype really strike a chord? Use these insights for future strategies.
FAQs about Archetypes
Can a brand embody multiple archetypes?
It’s possible, but clarity and consistency are crucial. A dominant archetype often proves most effective.
How do I align my brand with the right archetype?
Reflect on your core values and the desired emotions of your audience. Insights about consumer perception, gained through market research, can help you create your fitting archetype.
Are archetypes perceived the same everywhere?
Archetypes are known in many cultures. Nuances can slightly change their reception, so always consider the local context.
Conclusion
Archetypes are an exciting concept in modern storytelling and can help you find the right tone for your brand. However, remember that a fitting archetype isn’t everything – real impact comes from being honest, authentic, and always considering your audience.
