How important are brand archetypes in digital strategies?
Posted: Thu Jan 23, 2025 5:03 am
What are brand archetypes?
Carl Gustav Jung, a Swiss psychiatrist and psychotherapist, mentions that brand archetypes are sets of “primordial images”.
They originate from a progressive repetition of the same experience, over many generations, stored in the collective unconscious.
To make this understanding simpler, we can say that they are images formed in our unconscious. They are directly linked to the beliefs, myths and moments that we experience over time .
Let's use the Magician and Hero archetypes as an example. As their names suggest, they have connections to information passed down about them from generation to generation.
As mentioned in the book The Hero and the Outlaw , archetypes provide the missing link between customer motivation and product sales .
A product with archetypal identification speaks directly to the consumer's deep psychic matrix. That is, it activates a sense of recognition and meaning .
Because they are connected to lived myths ivory coast whatsapp data and beliefs, archetypes give a brand a personality. When structured and worked on, they generate points of identification between the company and what customers are looking for .
That is, by defining archetypes, your brand finds a way to create links. Therefore, it delivers not only a quality product or service, but a relationship with shared experiences and desires.
In short, archetypes help to humanize brands , ensuring tone of voice, strategic positioning and a well-defined DNA. Essential characteristics for the contemporary market that values connection with the consumer.
Read also: B2B Inbound Marketing: why apply it in the industry?
What are the 12 brand archetypes?
12-brand-archetypes
It is worth mentioning, at the outset, that there are not only 12 brand archetypes . This specific number was defined by Carl Gustav Jung and they tend to be the most used.
Furthermore, it is worth highlighting that these 12 can also be separated into 4 main groups:
Independence and achievement (Explorer, Innocent and Wise);
Mastery and Risk (Mage, Hero and Outlaw);
Belonging and group (Lover, Jester and the Everyman);
Stability and control (Creator, Ruler and the Helpful).
Let's look at the definitions?
1. Explorer
The brand with this archetype:
Seek new experiences;
Likes to discover new places and things;
In the midst of the discovery process, discover yourself;
Not afraid to learn new things through experiences;
Seeks to free itself from the bonds of society, but does not want to transform reality;
Want to explore new environments without worry;
You want to be true to yourself and your values.
We can cite Outback as an example of the Explorer archetype. Watch the video in which the brand explores the world of CCXP.
2. Innocent
The company with this archetype:
Seek happiness;
It follows the idea that things in the world can be simple and uncomplicated;
Enjoys exploring the concept of authentic simplicity;
There is the utopia of what the future is and nostalgia for what the past is;
You want to experience paradise, being happy.
I bet reading these features made you think of Disney , right? So, watch the Disney Parks video to find out more.
Carl Gustav Jung, a Swiss psychiatrist and psychotherapist, mentions that brand archetypes are sets of “primordial images”.
They originate from a progressive repetition of the same experience, over many generations, stored in the collective unconscious.
To make this understanding simpler, we can say that they are images formed in our unconscious. They are directly linked to the beliefs, myths and moments that we experience over time .
Let's use the Magician and Hero archetypes as an example. As their names suggest, they have connections to information passed down about them from generation to generation.
As mentioned in the book The Hero and the Outlaw , archetypes provide the missing link between customer motivation and product sales .
A product with archetypal identification speaks directly to the consumer's deep psychic matrix. That is, it activates a sense of recognition and meaning .
Because they are connected to lived myths ivory coast whatsapp data and beliefs, archetypes give a brand a personality. When structured and worked on, they generate points of identification between the company and what customers are looking for .
That is, by defining archetypes, your brand finds a way to create links. Therefore, it delivers not only a quality product or service, but a relationship with shared experiences and desires.
In short, archetypes help to humanize brands , ensuring tone of voice, strategic positioning and a well-defined DNA. Essential characteristics for the contemporary market that values connection with the consumer.
Read also: B2B Inbound Marketing: why apply it in the industry?
What are the 12 brand archetypes?
12-brand-archetypes
It is worth mentioning, at the outset, that there are not only 12 brand archetypes . This specific number was defined by Carl Gustav Jung and they tend to be the most used.
Furthermore, it is worth highlighting that these 12 can also be separated into 4 main groups:
Independence and achievement (Explorer, Innocent and Wise);
Mastery and Risk (Mage, Hero and Outlaw);
Belonging and group (Lover, Jester and the Everyman);
Stability and control (Creator, Ruler and the Helpful).
Let's look at the definitions?
1. Explorer
The brand with this archetype:
Seek new experiences;
Likes to discover new places and things;
In the midst of the discovery process, discover yourself;
Not afraid to learn new things through experiences;
Seeks to free itself from the bonds of society, but does not want to transform reality;
Want to explore new environments without worry;
You want to be true to yourself and your values.
We can cite Outback as an example of the Explorer archetype. Watch the video in which the brand explores the world of CCXP.
2. Innocent
The company with this archetype:
Seek happiness;
It follows the idea that things in the world can be simple and uncomplicated;
Enjoys exploring the concept of authentic simplicity;
There is the utopia of what the future is and nostalgia for what the past is;
You want to experience paradise, being happy.
I bet reading these features made you think of Disney , right? So, watch the Disney Parks video to find out more.