You may have heard about archetypes as something invented by the Swiss psychologist Carl Jung. But he didn’t so much invent archetypes as discover them. Archetypes have been around as long as music, religion and storytelling. They are not only subconscious but also preconscious. That is to say, they don’t just operate below our awareness, but they’ve also been shaping our awareness since even before we were self-aware.
Carl Jung defines archetypes as universal, primal symbols and images that derive from the collective unconscious. In branding, we use archetypes to create personas that an audience can recognize and relate to immediately and on an unconscious level. Jung talked about an infinite number of archetypes, but for branding purposes, we stick to 12 basic archetypes. By adopting one of these personalities, a business can quickly convey a specific set of characteristics and forge an instant connection with clients and potential clients.
What are Archetypes?
Archetypes are symbols and images that are recognizable across every time and culture. They are like patterns inscribed in our minds, the same way a bird is born with the instinctual knowledge of how to build a nest or fly south in the winter. It’s hard to explain where they come from. Plato says they originate in some supernatural Realm of Ideas, and evolutionary psychologists would argue that they are written into our DNA. But we all know them when we see them.
Brand archetype examples
We find the best examples of archetypes in literature and mythology, and in this day and age, cinema. The moment Obi-Wan Kenobi or Gandalf draws back his hood to reveal his bearded, wizened face, we instantly recognize the wise old man, or the Sage. If the story includes a young neophyte, we know right away that the Sage character will be able to provide him with the wisdom and guidance he will need to prevail in his quest.
When Peter Fonda rolls onto the screen with the engine of his Harley-Davidson chopper rumbling, we know we’re dealing with a Rebel, or an Outlaw. We’ve seen this character before, and we might recall James Dean in a similar role. Or we might think of Prometheus stealing fire from the gods. But more importantly, we know what to expect. This is not a character who will play by the rules. If there are two paths to choose from, he will avoid the one that’s straight and narrow.
When the camera moves in on Don Corleone, with his immaculate tuxedo and an expensive cigar resting between his jewel-encrusted fingers, we know we are in the presence of a Ruler. He is the Godfather and the master of his domain. When he speaks, everyone in the room turns to listen, and more than that, they obey. And well they should, because he has the knowledge, the experience, and the expertise. It’s his way or the highway, and no need for explanation.
These are just three examples from the 12 primary archetypes that we use in branding. Hopefully, you’re beginning to get the idea. We’ll get granular on more of these archetypes in future blog posts. But in the meantime, here’s a quick breakdown.
The 12 archetypes and their associations
- Ruler: Control, status, wealth, success
- Caregiver: Warmth, empathy, service, gratitude
- Everyman: Authenticity, belonging, humility, fellowship
- Jester: Enjoyment, laughter, optimism, irreverence
- Lover: Intimacy, affection, sensuality, vitality
- Hero: Courage, growth, development, mastery
- Magician: Power, mystery, intuition, transformation
- Outlaw: Liberation, disruption, change, righteousness
- Explorer: Freedom, excitement, adventure, exploration
- Sage: Knowledge, wisdom, guidance, truth, understanding
- Innocent: Safety, optimism, honesty, purity
- Creator: Innovation, originality, vision, imagination
Why do Brands Need Archetypes?
Historians of business and commerce like to talk about the evolution of consumerism in the modern, industrial era. Once upon a time, people would buy products simply for what they were. You needed pants, or a hammer, you’d go to Sears and buy them. Then, late in the 20th century, the economy shifted towards products and services, gradually focussing less on the product and more on the consumer.
Today, we’re at the point where the relationship between the business and the consumer has become essential to the transaction. Customers need to feel a connection with the business they are buying from. And whether they realize it or not, most of their purchasing choices are based on emotions, instincts, and intuition, rather than rational decision-making.
Simply put, people don’t buy what you do, they buy why you do it and who you are. But how do you show them who you are? How does a business present itself in a way that individual consumers can feel a personal connection?
An archetypal image is worth 10,000 words
As a company, you and your team members may know who you are and what you stand for. That much is critical. But then, how do you convey that message to your audience in the split second before they delete your email or scroll down to the next meme?
This is where Brand Archetypes come into play. Rather than building a brand new, unique personality from scratch, we can use an archetype like a template. Whether consciously or not, storytellers have been using this same technique for thousands of years. Every time you come across a memorable character in a film, odds are that this character has several earlier avatars from Greek mythology, German fairy tales, Russian novels, and so on.
When you tap into these archetypal patterns, which are instantly recognizable, you draw upon a vast storehouse of ideas and emotions. If you tried to put it into words, it would fill pages and pages. But your audience doesn’t have time to read a novel, and you probably don’t have the time to write one.
Utilizing these archetypal characters, a business can express a whole host of familiar traits and qualities. Each archetype has its own set of core values, strengths and weaknesses, hopes and fears. And by evoking these universal, timeless characters, you can reach out and connect with the emotions of your audience.
The trick, which is something a blend of art and science, is to identify which archetypes make the most sense between you and your audience, based on the specific context of your relationship.
Audience and Brand Archetypes
Determining the most appropriate and effective archetypes means understanding the psychology of your audience, their drives, and their pain points. As individuals, we all embody a complex blend of archetypal energies. But certain archetypes take a leading role under specific circumstances.
The first step is to identify which archetype or archetypes are most activated in your customers when they come to you for your product, service or solution. If they’re looking for a software solution to put them in control of their calendar and their life, they might be in the role of the Ruler. If they’re buying baby wipes for their newborn, they’re probably playing the role of Caregiver. Or are they sick and tired of caregiving and in need of fuel for their inner Explorer?
Audience research
Sometimes the audience archetype looks pretty obvious. But the obvious answer isn’t always the best. Keep in mind, there’s always more than one archetype at play. So a huge part of your Brand Strategy will be deciding which traits and emotions you want to highlight, and which correspond the best with your specific solution.
Your target audience might consist of high-powered professionals that we’d normally describe as Rulers. They drive Mercedes SUVs and wear Rolex watches (two quintessential Ruler brands). But when they come to you for marriage counseling, it’s in the role of Lover that they need your services. So you need to take both of these archetypes into consideration. In some cases, the audience and brand archetypes will align, as with Mercedes and Rolex, Rulers serving Rulers. But usually it’s about finding complementary archetypes.
Competitor analysis
Once you understand where your audience is coming from, what they desire, and what they fear, you’ll have a better idea of how to position yourself. Again, there’s no single right answer. The best approach, after carefully studying your audience, is to thoroughly analyze your competition.
If you’re a soap company, for example, all your competitors could be adopting the Brand Archetype of the Innocent, promising purity, cleanliness and virtue. In that case, you’ll need to set yourself apart. In the role of Explorer, you might offer them escape: “Calgon, take me away!”
Brand archetypes and personalities
Like so many things in branding, choosing the right archetype is like a delicate mix of art and science. Keep in mind that the personality of the business owner and the persona of the business are two different things. Chances are the vision and values of the company are in fairly close alignment with those of the owner. But the Brand Archetype helps the business stay focused on a very specific role and position in the marketplace, whereas the owner is a human being with a wide range of interests and even some conflicting drives and emotions.
In a small business, with just a handful of employees, it’s easy to confuse the owner’s personality with the Brand Persona. But the bigger the business, the more difficult it is and the more important it becomes to keep everyone on the same page. Consistency is one of the key pillars of successful branding, and archetypal identification is a powerful tool that can keep the whole team on point and help them connect and communicate in a way that always lives up to the customers’ expectations.
Brand personas help you manage expectations
If you asked Obi-Wan Kenobi for advice and he responded with some snappy sarcasm or a goofy one-liner, you’d be shocked and frankly disappointed. In the same way, your goal is to present your brand in a way that manages customer expectations. And then, follow up by fulfilling those expectations, in every email, social media post, and face-to-face interaction.
People use archetypes unconsciously all the time. When you meet someone for the first time, your mind takes a shortcut and quickly puts them into a category. This is an outdoor explorer type, you say. Or here’s an introverted artsy type. In reality, people are more complicated, so later you may have to adjust your perception or re-categorize them altogether.
But brands are all about predictability and consistency. As a business owner, you want your audience to recognize your brand’s personality right away, and everything you say and do should confirm and reinforce that first impression. That’s the key to building loyalty and trust.
Roles within Brand Archetypes
One more way to add a little nuance to your Brand Strategy is by considering the role your brand plays. The Brand Archetypes helps you hone in on specific hopes, fears, worries, and desires. But it’s important to be aware of how that plays out in real life.
We like to break it down into four different brand roles:
- We are the same. (Imagine a video of an ordinary person stepping out of their office to hike the Appalachian Trail, to sell you some hiking boots.)
- You can be like me. (Picture a Ruler brand called Vermeer with a Dutch master sitting at an easel selling very high-quality oil paints and brushes.)
- I can guide you. (Consider a life skills coach, a dietician, an online course for web design, etc.)
- You can be great. (Think of a natural healthcare provider, an anti-aging medication, or an athletic shoe.)
And yes, it’s possible to do a little mixing and matching with these roles for a single brand. You can easily go back and forth between #3 and #4, for example.
Let the growth continue
I hope you enjoyed this quick introduction to Brand Archetypes. Now think about who your audience is and what their most important archetypes might be. And what are the one or two most important archetypes for your business?
To learn more about Brand Strategy and how we can help your business stand out in a crowded marketplace, check out some of these links.
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