Archetypes are personified symbols that allow the conscious mind to identify with, or access, subconscious desires, meanings and truths. Archetypes represent our aspirations, not just in a material sense, but in a more mystical or spiritual sense. Archetypes instill meaning into brands and are naturally genuine and authentic. We have been including brand archetypes as a part of all client work for several years. Once we uncover their brand archetype through our brand archetype indicator test, clients immediately understand their brand archetype – now they know how their organization should act and behave.
Why do we persist in having myths and archetypes? What is their purpose? Carl Jung, who developed the idea of archetypes, had this to say about them: All the most powerful ideas in history go back to archetypes. This is particularly true of religious ideas, but the central concepts of science, philosophy, and ethics are no exception to this rule. In their present form they are variants of archetypal ideas, created by consciously applying and adapting these ideas to reality. For it is the function of consciousness not only to recognize and assimilate the external world through the gateway of the senses, but to translate into visible reality the world within us.
Thus, according to Jung, it is the archetypes that help us understand visible reality. Because archetypes speak in the language of our mind itself, archetypes are the most efficient “language” to use when building the foundation for a strong brand. Brand archetypes go beyond merely stating product features and benefits to connect with the customer in a deep and profoundly meaningful way.
As the excellent book, The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson outlines, 12 archetypes are very applicable to brand building. Here is an outline of the 12 brand archetypes, including some of their primary attributes:
The Innocent
Wholesome, pure
Forgiving, trusting, honest
Happy, optimistic, enjoy simple pleasures
The Explorer
Searcher, seeker, adventurous, restless, desire excitement
Independent, self-directed, self-sufficient
Value freedom
The Sage
Thinker, philosopher, reflective
Expert, advisor, teacher
Confident, in-control, self-contained, credible
The Hero
Warrior, competitive, aggressive, winner
Principled, idealist, challenge “wrongs,” improve the world
Proud, brave, courageous, sacrifice for greater good
The Outlaw
Rebellious, shocking, outrageous, disruptive
Feared, powerful
Counter-cultural, revolutionary, liberated
The Magician
Shaman, healer, spiritual, holistic, intuitive
Value magical moments and special rituals
Catalyst for change, charismatic
The Regular Guy/Gal
Not pretentious, straight shooter, people-oriented
Reliable, dependable, practical, down to earth
Value routines, predictability, the status quo, tradition
The Lover
Seek True Love, intimacy, sensuality
Passionate, sexy, seductive, erotic
Seek pleasure, to indulge, follow emotions
The Jester
Clown, jester, trickster
Playful, take things lightly, create a little fun/chaos
Impulsive, spontaneous, lives in the moment
The Caregiver
Altruistic, selfless
Nurturing, compassionate, empathetic
Supportive, generous
The Creator
Innovative, imaginative, artistic
Experimental, willing to take risks
Ambitious, desire to turn ideas into reality
The Ruler
Manager, organizer, take charge attitude
Efficient, productive
Confident, responsible, role model
Now, let’s look at few brands in the world today. We hypothesize the following archetypes for each of the ten brands on the list. Do you agree?
1. Coca-Cola - The Innocent
2. Microsoft - The Ruler
3. IBM - The Sage (but with a Jester component, in a conscious effort by IBM to counter the
perception of stuffiness – old Charlie Chaplin ads, current humorous ad campaign)
4. GE - The Caregiver or Ruler
5. Nokia - The Explorer
6. Intel - The Sage
7. Disney - The Innocent
8. Ford - The Hero and The Explorer (trucks and cars are “Heroes,” SUV’s are “Explorers”)
9. McDonald’s - The Innocent
10. AT&T - The Caregiver
Call us at 604-739-8939 for a free evaluation of your branding needs. Or email us using our Contact Us page with any questions you might have.