Carl Jung's 12 Types Brand Archetypes
In order to create a strong and recognizable brand based to brand archetype, you need to know what archetype will work best for your business first.
Nowadays, brand architypes help businesses in various ways. It helps small and medium-sized businesses create a unique identity, helping them to connect with their target audience on an emotional level. Businesses can tap into the emotions that drive customer behavior and create more resonant advertising, branding, and messaging.
When used effectively, brand archetypes can be an incredibly effective way to connect with customers and create loyalty. However, it's important to understand that each archetype appeals to different emotions and should be used accordingly.
Each archetype has its own set of values, strengths and weaknesses, just like any human personality. It has its own distinct set of characteristics, which can be used to guide your branding strategy.
But before we dig into that, let's take a step back and understand what an archetype is, and how it can help you to create a strong brand identity. How does it work?
What Are The Brand Archetypes?
A brand archetype is defined as "a universally recognized symbol, term, or pattern of behavior." In other words, it’s a stereotype that exists in the minds of your target audience. Carl Jung, a Swiss psychiatrist and founder of analytical psychology, first introduced the concept of archetypes in the early 1900s.
While there are an infinite number of archetypes that could be used for branding purposes, Swiss psychiatrist Carl Jung first identified 12 primary archetypes that he felt were innate in the human psyche. These have become widely accepted by marketers and brand strategists as a way to connect with consumers on a deep, subconscious level. Jung believed that everyone had a personal relationship with each archetype, which he called the "collective unconscious."
The 12 Types of Brand Identity Based on Karl Jung´s Archetypes
01. The Caregiver
The caregiver is a natural nurturer who provides care and support to others. The Caregiver archetype is often associated with words like "caring," "nurturing," and "protective." If your brand were a person, the Caregiver would be the one always lending a helping hand or stepping in when things get tough.
Caregiver Brands examples: Campbell’s Soup, and Gerber.
How To Apply The Caregiver Archetype Brand Strategy?
When applying the Caregiver archetype to your brand strategy, keep in mind that your customers need to know that you care about them and their needs. Understand what they are going through and show them that you can help make their lives easier.As a Caregiver, your top priority is always going to be the people you are caring for. Showing compassion will make your customers feel valued and appreciated. When people are in need, they want to know that they can rely on you. They need to know that you will be there for them when they need you. Show your customers that they can count on you to be there for them and that you are there to help them through whatever they are going through.
02. The Explorer
The explorer is a free spirit who seeks out new experiences and adventures. They are curious, courageous, and independent. Some examples of explorer brands include; Jeep: The off-road vehicle brand encourages drivers to "go anywhere, do anything"—an ethos that perfectly aligns with the explorer archetype.
Explorer Brands examples: Jeep, Red Bull, and REI
How to Apply the Explorer Archetype Brand Strategy?
The Explorer archetype brand strategy is all about discovery: uncovering new opportunities, new ways of doing things, and new ideas like an adventurer or explorer. If your brand is all about innovation and growth, then the explorer archetype is likely a good fit. Always look for new opportunities to grow and expand your business. This could mean expanding into new markets or finding new ways to reach your target audience. Provide something new and distinct that sets you apart from your competitors. This could be a new product or service, or a new way of doing things. Keep these three things in mind as you build your brand strategy, and you’ll be well on your way to success with the Explorer archetype.
03. The Protagonist/Heroine
The Hero is a brave, courageous, and determined individual who overcomes challenges and saves the day.
Protagonist Brands examples: Nike, BMW, and Duracell.
How to Apply the Protagonist/Heroine Archetype Brand Strategy?
The Protagonist/Heroine archetype can be a powerful tool in branding, but it is only one piece of the puzzle. To create a successful brand, you need to have a clear understanding of your customer, a unique value proposition, and a well-executed marketing strategy. But if you can focus on the protagonist/heroine archetype and use it to guide your brand strategy
The first step is to identify your brand's protagonist or heroine. What is their goal? Once you have a clear understanding of your brand's goal, you can begin to develop a strategy that will help you achieve it. This can be done by telling stories that connect with their values and by creating an experience that is memorable and unique.
04. The Lovers
The Lovers archetype is all about connection. Aside from being the perfect match for relationships and love brands.
Lovers Brands examples: Victoria’s Secret, and Haagen Dazs.
How to Apply The Lovers' Archetype Brand Strategy?
When it comes to applying the Lovers archetype to your brand strategy, there are a few key things to keep in mind.
First, focus on creating an emotional connection with your audience. This can be done through storytelling, using relatable characters, and speaking to their needs and desires.
Finally, create an intimate relationship with your customers. This doesn't mean getting too personal, but it does mean finding ways to connect with them on a deeper level. Whether it's through one-on-one interactions, providing VIP treatment, creating intimacy will help turn your customers into lifelong fans.
05. The Magician
The Magician archetype is often associated with innovation, creativity, and making the impossible happen.
Magicians Brands examples: Apple, Disney, and Absolut.
How to Apply the Magician Archetype Brand Strategy?
This archetype is all about using your creative power to manifest your dreams and goals. If you want to create something new in your life, whether it's a business, a project, or a relationship, the Magician archetype can help you make it happen. To tap into the powers of the magician, start by getting clear on what you want to create. Then, use your imagination to visualize it in your mind. Feel the excitement and joy that comes with having already accomplished your goal.
06. The Rebel or Outlaw
The Rebel is a nonconformist who wants to change the world. They are rebellious, edgy, and often misunderstood.
Examples of Rebel Brands include: Harley-Davidson, and Diesel
How to Apply the Rebel or Outlaw Archetype Brand Strategy?
If your brand is ready to make a statement and break free from the pack, the rebel archetype may be right for you. Keep reading to learn more about how you can apply this archetype to your brand strategy. When an organization or product embodies the rebel archetype, it stands out from the crowd and breaks the mold. It bucks tradition and dares to be different. It doesn't follow the rules because it doesn't believe in them. The rebel is an agent of change, determined to make a difference.
07. The Ruler
The Ruler archetype is all about leadership, power, and control. It represents a brand that is authoritative and knows what’s best for its customers.
Ruler Brands’ examples: Mercedes-Benz and Microsoft.
How to Apply the Ruler Archetype Brand Strategy?
To apply the ruler archetype to your brand strategy, focus on creating messages that establish your brand as the leader in your industry. Use strong language and definitive statements to convey your message. Focus on your brand’s core values, and make sure that everything you do communicates those values. Be consistent in your messaging, and your actions always align with your words.
08. The Sage
The Sage is a wise and knowledgeable individual who is always seeking the truth. They are intelligent, thoughtful and often seen as experts in their field.
The Sage Brands examples: Google, PBS, and Philips.
How to Apply the Sage Archetype Brand Strategy?
When it comes to applying the sage archetype to your brand, you want to focus on creating content that is informative and educational. This could include blog posts, infographics, or even video tutorials. You want to position yourself as an expert in your industry and provide valuable insights that will help your audience better understand your products or services. Let your knowledge shine through, and you'll build trust with your audience.
09. The Innocent
The Innocent is optimistic and pure. They are childlike, gullible, and open-minded.
Innocent Brands examples: Coca-Cola, Nintendo Wii, and Dove.
How to Apply the Innocent Archetype Brand Strategy?
When using the Innocent archetype in your branding strategy, it’s important to stay true to your values and show that you are committed to making a difference. This will help you build trust with your audience and create a strong emotional connection.
Use positive language and imagery in your marketing materials, and focus on values such as innocence, hope, and purity.
10. The Everyman
The Everyman is someone who is down-to-earth and relatable. They are friendly, unpretentious, and often seen as everyday heroes.
Everyman Brands examples: IKEA, Home Depot, and eBay.
How to Apply The Regular Guy or Gal archetype Brand Strategy?
So, how can you make sure that your brand is coming across as the regular guy or gal?
Here are a few tips: In your marketing and advertising materials, use simple language.No need for fancy words or jargon—just speak like a real human being. Create a brand that comes across as The Regular Guy or Gal archetype. Just remember to keep it real, and you'll be sure to win over some loyal customers.
011. The Creator
The Creator is an artist who expresses their unique vision through their work. They are passionate, imaginative, and often seen as trendsetters.
If you want to apply the Creator archetype brand strategy, you need to focus on creating something new that will capture people's attention and imagination.
Creator Brands examples: Lego, Crayola, and Adobe
How to Apply the Creator Archetype Brand Strategy?
To do this, you need to tap into your own creativity and come up with an original idea that can be used to promote your brand. Once you have an idea, you need to put it into action and bring it to life. This means creating content, products, or services that are unique and interesting. The more creative and innovative you are, the more likely you are to succeed with the Creator archetype brand strategy.
012. The Jester
The Jester is a fun-loving individual who loves to make people laugh. They are carefree, lighthearted, and often seen as the life of the party.
The Jester archetype brand strategy is both unique and effective. It is a great way to connect with your target audience in a way that is both fun and memorable.
Jester Brands examples: Old Spice, Ben & Jerry’s, and M&Ms.
How to Apply the Jester Archetype Brand Strategy?
If you can do all of these things, then you are well on your way to successfully applying the Jester archetype brand strategy. Here are a few tips on how you can apply the Jester archetype brand strategy to your business: Having fun and making people laugh. Use this to your advantage by incorporating humor into your marketing campaigns.
Conclusion:
Once you have a good understanding of the different brand archetypes, you can start to narrow down which one best aligns with your brand identity and values. Keep in mind that you don’t have to limit yourself to just one archetype — you can use multiple archetypes in your branding strategy. No matter what type of business you’re in, there’s an archetype that can help you better connect with your target audience. By understanding the 12 common brand archetypes and how to use them, you can create a more compelling and differentiated brand that resonates with consumers on a deeper level.
Do you want to learn more about how to use brand archetypes in your business? Get in touch with our team of branding experts today.
