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Archetypes

Use archetypes to adopt the best alter ego for the job at hand.

Archetypes are a way to describe the different types of people and their behaviours. The concept of archetypes dates back to the Ancient Greeks, however Carl Jung establised 12 universally familiar characters or themes that recur throughout history in myths, stories, and dreams across cultures.

Classification Types​

Schema​

Brand Archetypes​

In marketing, archetypes are often used to create brands that build stronger emotional connections with consumers by aligning their brand personality.

The Innocent​

  • Characteristics: Pure, naïve, romantic, optimistic.
  • Brands Examples: Dove, Coca-Cola.
  • Goal: To be happy.

The Everyman​

  • Characteristics: Relatable, comforting, humble, down-to-earth.
  • Brand Examples: IKEA, Home Depot.
  • Goal: To belong or fit in.

The Hero​

  • Characteristics: Brave, honorable, strong, confident.
  • Brand Examples: Nike, BMW.
  • Goal: To make the world better.

The Outlaw​

  • Characteristics: Rebel, revolutionary, wild, iconoclast.
  • Brand Examples: Harley-Davidson, Virgin.
  • Goal: To overturn what isn't working.

The Explorer​

  • Characteristics: Adventurous, pioneering, independent.
  • Brand Examples: Jeep, The North Face.
  • Goal: To experience a better, more authentic, fulfilling life.

The Creator​

  • Characteristics: Innovative, imaginative, artistic.
  • Brand Examples: Apple, LEGO.
  • Goal: To create things of enduring value.

The Ruler​

  • Characteristics: Authoritative, responsible, organized.
  • Brand Examples: Mercedes-Benz, Rolex.
  • Goal: To create a prosperous, successful family or community.

The Magician​

  • Characteristics: Visionary, charismatic, imaginative.
  • Brand Examples: Disney, Red Bull.
  • Goal: To make dreams come true.

The Lover​

  • Characteristics: Passionate, sensual, warm, romantic.
  • Brand Examples: Chanel, Victoria's Secret.
  • Goal: To attain intimacy and experience sensual pleasure.

The Caregiver​

  • Characteristics: Nurturing, selfless, compassionate.
  • Brand Examples: Johnson & Johnson, Campbell's Soup.
  • Goal: To help and care for others.

The Jester​

  • Characteristics: Fun, irreverent, lively, humorous.
  • Brand Examples: Ben & Jerry's, Old Spice.
  • Goal: To have a great time and lighten the world around them.

The Sage​

  • Characteristics: Wise, knowledgeable, mentor.
  • Brand Examples: Google, BBC.
  • Goal: To use intelligence and analysis to understand the world.

Schema​