DO YOU KNOW YOUR BRAND ARCHETYPE?
ARE YOU STRUGGLING TO FIND YOUR BRAND'S VOICE?
A brand archetype is a universally recognisable, innately
understood character type or role that a brand can embody.
Archetypes are imprinted and hardwired into our psyches. When properly identified, brand archetypes will reflect the
personality of brands.
Carl Jung, a Swiss psychologist, and psychiatrist who founded the analytic psychology, in some aspects a response to Sigmund Freud's psychoanalysis, Jung proposed and developed the concepts of the extroverted and the introverted personality, archetypes,
and the collective unconscious.
Here are the 12 archetypes he created.
BY HANNAH ALLEN | 11-3-22
Exhibits happiness, goodness, optimism, safety, romance and youth
Seeks connections and belonging; is recognised as supportive, faithful, and down-to-earth.
On a mission to make the world a better place, the Hero is courageous, bold, and inspirational.
Questions authority and breaks the rules; the Rebel craves rebellion and revolution.
Finds inspiration through travel, risk, discovery, and the thrill of new experiences.
Imaginative, inventive, and driven to build things of enduring meansing and value.
Creates order from the chaos, the Ruler is typically controlling and stern, yet reponsible and organised..
Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual.
Creates intimate moments, inspires love, passion, romance, and commitment.
Protects and cares for others, is compassionate, nurturing, and generous.
Brings joy to the world through humour, fun, irreverence, and often likes to make some mischief.
Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor.
What archetype would you class yourself as?
To give you a hint Google is a Sage archetype, filling the consumer's need for understanding and knowledge. Tesla and Apple are both Magician's -they have big ideas to change the world and question the status quo.