Why can we connect with certain brands better than others? Why are there certain brands that, regardless of what they sell, produce or drop, we’re right there waiting with bated breath to work out what they are doing next?
Why do certain brands inspire grade of fanaticism (see ‘Hypebeast’ culture references in our older blog, the ability of brand: Supreme) and almost a cult-like following?
I’ve got the solution for you: Archetypes
I know, I know, you’re probably thinking arche-WHAT!? But let me lay this down for you.
Archetypes (or Jungian Archetypes) were developed by psychoanalyst Carl Gustav Jung within the early 20th Century to map the universal personality traits, no matter culture or language, inherent within all people (and per se, every character in an exceeding film, book, myth or legend, poem, song or piece of art known to man). As humans, we more often than not sense and interpret these archetypes sub-consciously and instinctively.
“Words are good, but there's something better. the simplest isn't to be explained by words. In the end, one returns to a wordless beholding.”
-Johann Wolfgang Von Goethe
Archetypes are effective because they're within us all, and as Jung claimed, are shared by the full civilization as a part of our “collective unconscious”, so as humans, we easily relate to them. the basic archetypes, as Jung explained, are stuffed with positive, admirable attributes – values like strength, courageousness, imagination, etc. Yet, let’s be honest, as humans we’re never perfect, and then Jung developed Shadow Archetypes that sit together with each fundamental. The Shadow details the unconscious and infrequently negative traits of every character type (e.g. jealous, dictatorial, fickle, aggressive, unreliable, etc.) – the darker side of the character. give some thought to Dr. Jekyll and Mr. Hyde – the quintessential showcase of a ‘creator’ archetype and his shadow at play.
Brands aren't any different and using archetypes to differentiate yourself and your personality can bring powerful marketing and ensure enduring relationships together with your target audiences. as an example, many of us don’t understand why they sort of a certain brand, “they just do”. They get a particular ‘feel’ for it, a warmth or sense of belonging. Perhaps a way of intrigue or needing to know more. this is often thanks to a transparent archetype being present within the brand, which archetypes fulfilling a specific need or want within that person. It’s about connection. Deep down, we’re all searching for that kindred spirit – someone or a brand that ‘just gets us’, without judgment, without hesitation, unconditionally.
This doesn’t mean completely separating yourself from your Shadow Archetype in your marketing though (you don’t should trip the light fantastic pretending you’re perfect, in fact, that tends to rub people up the incorrect way). Understanding and being in tune together with your Shadow Archetype gives you the tools to understand your potential weaknesses and flaws, and allows you to be honest about them, thus instilling a way of transparency and humility in your audience. It’s saying “hey look, this is us, we’re not perfect, we’re combating xxx, but we’re functioning on it, we wish to be better).
A perfect example of this is often when KFC (the Everyman archetype, just in case you were interested) was met with supply-chain difficulties and effectively ran out of chicken and had to close…people were outraged (lol). The media got involved. All hell broke loose….and then they apologized with a stroke of genius campaign visual that rearranged the letters of ‘KFC’ into ‘FCK’ and everybody LOVED them for it. All was forgiven. Their stock rose, people were happy, and once their chicken-supply was reinstated custom was through the roof. the utilization of their everyman tone of voice during this media storm and their subsequent apology made people smile, reminded them that brands are human and make mistakes too, and ultimately strengthened their reference to their audience.
“There exists a second psychic system of a collective, universal and impersonal nature which is identical altogether individuals.” – psychologist
As with humans, we define Archetypes in brands through their desires, values, fears, and motivations, and as a marketing tool, defining your archetype is important when consolidating your overall brand personality and tone of voice. does one want to attach with people on a specific level? does one want to be seen as authentic, honest, and filled with integrity? (the golden trifecta of brand name values in today’s marketplace) – then define your archetype! QUICK!
There are 12 fundamental archetypes up for grabs and that they each have their own distinct values, motivations, goals, and fears:
The Outlaw
Brand samples of Outlaw Archetype – Harley Davidson, Diesel, Supreme
Character samples of Outlaw Archetype – Dirty Harry, Ferris Bueller, Katniss Everdeen
Values: Strong, Honest, Courageous
Motivations: Freedom, independence, social change
Fears: Conformity, dependence, powerlessness
Goals: Revolution. To fight against the establishment.
The Magician
Brand samples of Magician Archetype – Disney, Red Bull, Dyson
Character samples of Magician Archetype – Nathan Bateman (Ex Machina), Anakin Skywalker (as a young boy), Gandalf the Grey
Values: Visionary, Imaginative, Intuitive
Motivations: Discovery. Knowledge. Harnessing power.
Fears: Doubt. Uncertainty. Consequences
Goals: reference to the next force/’the intangible’. Transformation. to create dreams come true
The Hero
Brand samples of Hero Archetype – Nike, Adidas, Landrover, FedEx
Character samples of Hero Archetype – Simba (The Lion King), Neo (The Matrix), Harry Potter, Moana, Rocky Balboa
Values: Courageous. Determined. Disciplined.
Motivations: Restoring peace. Fighting injustice. Self-improvement. Proving people wrong.
Fears: Weakness, incompetence, cowardice
Goals: a far better world for everybody
The Lover
Brand samples of Lover Archetype – Chanel, Magnum (Ice cream), Victoria’s Secret, Haagen Dazs
Character samples of Lover Archetype – Norma Jean Baker (Some prefer it Hot), Baby (Dirty Dancing), M. Gustave (The Grand Budapest Hotel)
Values: Empathetic, Affectionate. Warm
Motivations: Indulgence. Intimacy. Closeness & Vulnerability
Fears: Rejection. Loneliness. Invisibility. Ugliness
Goals: to supply experience through luxury and love. to understand quality.
The Jester
Brand samples of Jester Archetype – Dollar Shave Club, Ben & Jerry’s, Mailchimp, Innocent
Character samples of Jester Archetype – Beetlejuice, Austin Powers, C-3PO (Star Wars), Genie (Aladdin)
Values: Playful, optimistic, self-deprecating
Motivations: Positivity, being within the moment, not taking life too seriously
Fears: Boredom. Sadness. Negativity. Loneliness
Goals: To forge a connection through laughter. To use humor to level the playing field between those with power and people without.
The Every-person
Brand samples of Everyman Archetype – IKEA, KFC, Toms, VW
Character samples of Everyman Archetype – Ronald Weasley (Harry Potter), Homer Simpson, Spiderman, Rogue (X-Men)
Values: Relatable. Humble. Down-to-earth. Hardworking
Motivations: Equality. Close relationships. Security. Realism
Fears: Exclusion. Isolation. Disassociation
Goals: to make a way of belonging and community
The Caregiver
Brand samples of Caregiver Archetype – Unicef, Macmillan, Vicks, Fairy, Pampers
Character samples of Caregiver Archetype – Mary Poppins, Obi-Wan Kenobi (Star Wars), Hagrid (Harry Potter), Miss Honey (Matilda), Patch Adams
Values: Reassuring. Reliable. Caring. Empathic.
Motivations: to assist and effect positive change. Dedication to a cause. Recognition
Fears: Selfishness. Ingratitude. Blame. Neglect
Goals: to guard and look after others. to supply service. to stay harm trapped.
The Ruler
Brand samples of Ruler Archetype – Rolex, Mercedes Benz, Rolls Royce, Microsoft
Character samples of Ruler Archetype – Don Corleone (The Godfather), Mufasa (The Lion King), Miranda Priestly (The Devil Wears Prada), Tony Soprano (The Sopranos)
Values: Strong. Commanding. Refined. Articulate. Charismatic
Motivations: Mastery. Being the most effective. Prosperity. Status. Stability. Control.
Fears: Weakness. Failure. Poverty. Insignificance. Being overthrown.
Goals: Obtain absolute power. Lead confidently and certainly. Demand respect and recognition. Command authority.
The Creator
Brand samples of Creator Archetype – Lego, Adobe, Youtube
Character samples of Creator Archetype – Dr. Frankenstein, Zeus, Remy (Ratatouille), Tony Stark (Iron Man)
Values: Innovative. Imaginative. Entrepreneurial
Motivations: Pushing the boundaries. Inspiring other's creativity.
Fears: Mediocrity, duplication, indifference
Goals: The pursuit of originality. Unlocking imagination.
The Innocent
Brand samples of Innocent Archetype – Dove, Aveeno, Simple, Method, Nintendo
Character samples of Innocent Archetype – Forrest Gump, Buddy The Elf, Snow White, Dory (Finding Nemo), Luke Skywalker (Star Wars)
Values: Truthful. Sincere. Optimistic
Motivations: Making others feel good. Sharing positivity and joy. Acceptance.
Fears: Depravity. Anguish. Deceit. Negativity
Goals: Safety & happiness for all. Being wholesome and pure. Setting a decent example.
The Sage
Brand samples of Sage Archetype – Google, BBC, University of Oxford, National Geographic
Character samples of Sage Archetype – Yoda (Star Wars), Morpheus (The Matrix), The character (Alice in Wonderland), Spock (Star Trek)
Values: Analytical. Experienced. Wise. Guiding. Calm
Motivations: Expertise. Influence. Leaving a legacy
Fears: Ignorance. Insanity. Inaccuracy.
Goals: Leave a long-lasting legacy. Provide help through the supply of data. To teach.
The Explorer
Brand samples of Explorer Archetype – Patagonia, The North Face, Nasa, Jeep
Character samples of Explorer Archetype – Indiana Jones, Captain Kirk (Star Trek), Maria (The Sound of Music), Tommy (The Rugrats)
Values: Courageous. Curious. Exciting. Inspiring
Motivations: Freedom. a way of adventure. Living life to the fullest
Fears: Conformity. Confinement. Cautiousness. Boredom
Goals: to measure life to the fullest. To be completely self-sufficient. to get the unknown.
Do any of those sound familiar to you? What would you say your archetype is? Ideally, you wish your fundamental archetype to represent 70% of your brand personality, with the additional 30% showing off the subtle nuances of your personality. for instance, you may be defined as an EVERYMAN JESTER or a CREATOR CAREGIVER, but be mindful that you just don’t want to dilute your archetypes an excessive amount of as you'll come upon as inauthentic.
We’ve scarcely scratched the surface on this fascinating subject but if you wish to read more, then we will recommend the subsequent resources that supported our own research:
The Hero and therefore the Outlaw: Building Extraordinary Brands Through the ability of Archetypes By Margaret Mark & Carol C. Pearson
Archetypes in Branding by Margaret Pott Hartwell & Joshua C Chen
The Archetypes and also the Collective Unconscious (Collected Works of C. G. Jung)
