What’s Your Brand Archetype?
“Archetypes are complexes of experience that come upon us like fate, and their effects are felt in our most personal life.” — Carl Jung
Humans connect with people, not with logos, packaging or price points, so if you want loyal customers who support, trust, or even love your brand — you need to humanize it.
Helpfully, psychologist Carl Jung introduced the concept of archetypes, or universal models of personality traits which he thought to reside within our “collective unconscious.” By applying these ideas to branding, we can align our brand attributes with the specific customer personas they need to appeal to.
Strictly speaking, the theoretical ubiquity is unscientific, but the fact remains that aligning your brands’ attributes with those of an archetype will allow you to connect with far more people than just doing whatever you want.
The 12 Archetypes and their attributes:
The Innocent
Optimistic | Positive | Utopian | Traditional | Moral
The Sage
Free-thinking | Intellectual | Analytical | Rational | Wise
The Explorer
Adventurous | Trail-blazing | Investigative | Free-spirited | Rugged
The Outlaw
Revolutionary | Rebellious | Unapologetic | Disruptive | Renegade
The Magician
Visionary | Intuitive | Transformative | Mystical | Inspirational
The Hero
Brave | Honest | Ambitious | Honorable | Determined
The Lover
Loving | Intimate | Aesthetic | | Empathetic | Sensual
The Jester
Playful | Spontaneous | Humorous | Mischievous | Irreverent
The Everyman
Humble | Dependable | Authentic | Realistic | Inclusive
The Caregiver
Selfless | Altruistic | Nurturing | Compassionate | Generous
The Ruler
Confident | Responsible | Charismatic | Authoritative | Prestigious
The Creator
Innovative | Creative | Imaginative | Artistic | Ambitious
Which one matches your brand?
This post was created with Typeshare
