Introduction: The 12 archetypes of identity
KARL JUNGS 12 ARCHETYPES OF IDENTITY
In the early 1900s a prominent psychologist, Carl Jung introduced the concept of Archetypes. He highlighted that certain forms or images are hardwired in the human psyche because humans use symbolism to understand complex ideas. He further pointed out that since there are some specific paths already imprinted in the minds of people that lead to greater understanding, it is essential that these specific paths be characterized since he claimed that they are timeless as well as recognizable. Remarkably, he even had the foresight to say that these categories exhibit personal traits that can enable companies worldwide to market their brands to their particular targeted audiences effectively.
There are twelve archetypes in total: The Innocent, The regular person, The Hero, The Caregiver, The Explorer, The Rebel, The Lover, The curator/artist, The Jester, The sage, The Magician, and The Ruler. These 12 classic archetypes cover the spectrum, from those that convey comfort to those that create excitement. Choosing the right archetype for your business is essential. Hence, let's review the twelve classic archetypes and understand their role in creating a deep connection with their target market.
1. The Innocent
Goal: To be happy
Traits: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal
Drawback: Could be naïve or boring
Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, simplicity, can be nostalgic
Example: Dove soap, Coca-Cola, Cottonelle bathroom tissue
2. The Regular Person
Goal: To belong, or connect with others
Traits: Down to earth, supportive, faithful, folksy, person next door, connects with others
Drawback: Could lack a distinctive identity and blend in too much
Marketing niche: Common touch, solid virtues, gives a sense of belonging
Example: Home Depot, eBay
3. The Hero
Goal: Help to improve the world
Traits: Courageous, bold, honorable, strong, confident, inspirational
Drawback: Could be arrogant or aloof
Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so
Example: Nike, BMW, Duracell
4. The Caregiver
Goal: To care for and protect others
Traits: Caring, maternal, nurturing, selfless, generous, compassionate
Drawback: Being taken advantage of, taken for granted, or exploited
Marketing niche: Help people care for themselves, serve the public through health care, education or aid programs
Example: Mother Theresa, Campbell’s Soup, Johnson & Johnson, Heinz
5. The Explorer
Goal: Finds fulfillment through discovery and new experiences
Traits: Restless, adventurous, ambitious, individualistic, independent, pioneering
Drawback: Might not fit into the mainstream
Marketing niche: Exciting, risk-taking, authentic
Example: Indiana Jones, Jeep, Red Bull
6. The Rebel/Outlaw
Goal: Break the rules and fight authority
Traits: Rebellious, iconoclastic, wild, paving the way for change
Drawback: Could take it too far and be seen in a negative way
Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions
Example: Harley-Davidson, Virgin (Richard Branson)
7. The Lover
Goal: Create intimacy, inspire love
Traits: Passionate, sensual, intimate, romantic, warm, committed, idealistic
Drawback: Could be too selfless or not grounded enough
Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships
Example: Victoria’s Secret, Godiva Chocolate, Marie Claire
8. The Creator
Goal: Create something with meaning and enduring value
Traits: Creative, imaginative, artistic, inventive, entrepreneur, non-conformist
Drawback: Could be perfectionistic or impractical
Marketing niche: Visionary, help customers express or create, and foster their imagination
Example: Lego, Crayola
9. The Jester
Goal: To bring joy to the world
Traits: Fun, sense of humor, light-hearted, mischievous, irreverent
Drawback: Could be seen as frivolous or disrespectful
Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous
Example: Motley Fool, Ben & Jerry’s, IKEA
10. The Sage
Goal: To help the world gain wisdom and insight
Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor
Drawback: Could be overly contemplative or too opinionated
Marketing niche: Help people to understand the world better, provide practical information and analysis
Example: BBC, PBS, Google, Philips
11. The Ruler
Goal: Control, create order from chaos
Traits: Leader, responsible, organized, role model, administrator
Drawback: Could lack a common connection, or be too authoritative or controlling
Marketing niche: Help people become more organized, restore order, create more stability and security in a chaotic world
Example: Microsoft, Barclays, Mercedes-Benz
12. The Magician
Goal: Make dreams come true, create something special
Traits: Visionary, charismatic, imaginative, idealistic, spiritual
Drawback: Could take risks that lead to bad outcomes
Marketing niche: Help people transform their world, inspire change, expand consciousness
Example: Disney, Wizard of Oz, Apple
Parting thoughts
Given that understanding the dynamic needs of your customers and going underneath the surface to grasp the imperceptible desires of your audience is the key to your long-term success, you need to take a long hard look at the real-life examples in the past as well as the present. The successes and failures of various brands and how they went about aligning themselves with their customers can surely teach you an essential lesson or two.
