Brand Archetypes

Developed by Carl Jung, a Swiss psychiatrist, the 12 Archetypes has been used throughout psychology based on his studies and research on the unconscious mind. Carl Jung theorized using symbolised to portray complicated concepts. His research into specific personality traits of individuals led to the development of archetypes.  An Archetype is a representation of a collective behaviours that can be related to individuals as typical.   Jung's research proposed that the unconscious mind of humans inherently infer a lot from context. Through inferred roles, brands are able to position themselves in the market by quickly connecting to a large audience using our subconscious bias.

THE INNOCENT

The age of innocense represents safety. It's a happy, optimistic and positive resonance that can plays on our emotion of security.  We want to protect and allow the innocent to prosper.  

THE SAGE

The sage is dedicated to knowledge, looking to provide insight and understanding.  This role can take on an advisory position and input guidance and suggestion with a comforting tone.

THE EXPLORER

The Explorer is free; inspired by life and adventure, free to take risks and indulge in new experiences.  They appeal to our sense of adventure and spontaneity, offering hope and inspiration.

THE EVERYMAN

The everyman is reliable and comfortable, providing a sense of belonging to us all.  They can appeal to everyone using the sense of belonging, the faithful reliance on something that is exactly as it seems. 

THE LOVER

The suggestions of intimacy is clear in the lover, they are indulgent, passionate, romantic and committed.  This combination can create a powerful infatuation and create desire and wanting from within.

THE JESTER

The Jester is a guilty pleasure.  It's where we go to capture joy, to laugh, to embrace the silly and the outrageous.  They allow a release and escape in to a lighter space, providing a sense of needed relief and pick me up.

THE HERO

The master is on a mission; the Hero has a set driver purpose.  They are courageous bold and brave.  We feel inspired by them and seek to gain  a piece of the strength they emulate.

THE OUTLAW

The Outlaw is liberated; they are not subject to the regulations of the masses. They crave rebellion and the opportunity to fight for a cause, not willing to let the world pass by.  They are embracing their truth without remorse.

THE MAGICIAN

The Magician is a powerful vision, able to create something from nothing, make dreams come true and manifest possibility.  A visionary, a trickster, the magician can play with illusion, offering a new reality. 

THE CREATOR

An innovator of ideas, the creator is driven to build and values meaning and purpose.  They engage the imagination and cause the gears in your mind to start turning questions of why not and could it be?  The creator seeks out interest and wonder that stirs in our subconscious. 

THE RULER

The Ruler has control over chaos. They are not easily deterred from a goal and willing to stand alone. This is a leader with followers. The leader is organised, calm and here to solve the problem.

THE CAREGIVER

The service of a Caregiver is an endless task. Their role is protection for those in their care. They are nurturing and compassionate, offering reassurance when they enter the room.  They are what we hope to always have nearby in times of need. 

Archetypes are used in branding to manipulate the pre-existing bias that exists in the unconscious mind.  If you can apply one of these archetypes into your brand to tell a story, then you can link a message to your audience by association. 

For further information on the 12 archetypes, refer to our article references Brand Strategy Archetypes
https://brandsbyovo.com/expertise/brand-archetypes Understanding Personality Archetypes
https://conorneill.com/2018/04/21/understanding-personality-the-12-jungian-archetypes/ An Encyclopedia of Archetypal Symbolism
https://aras.org/books/encyclopedia-archetypal-symbolism The Archetype Brand - Ebaq design
https://www.ebaqdesign.com/blog/-archetype