The concept of brand archetypes are based on Swiss psychologist Carl Jung’s theory that people naturally use symbolism to comprehend ideas. Jung mentioned 12 archetypes, all of which are strong identities. They are a unique collection of traits, beliefs, attitudes, and actions.
This idea has been used by the advertising and marketing sector to develop brand archetypes. Any brand is supposed to be able to link to one of these 12 classic models since they serve to characterize and sustain the brand. We identify with or can relate to the character and goals of the brand archetype as consumers. They increase our familiarity with the business and its offerings.
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They are universal and timeless representations of our core needs and aspirations. When you think of a magician, what pictures come to mind? Someone with the ability to fulfill aspirations, accomplish the seemingly unachievable, and produce something unique and memorable?
What if you connect a business or product to those qualities? Vision, creativity, and transformative power are qualities that can generate an intense emotional bond that can motivate loyalty and even devotion.
Consider Apple as an illustration of a business that embodies these qualities. The world of Apple’s customers has changed. After his passing, Steve Jobs received numerous moving tributes that captured his personality and the strength of his iconic brand.
When you can create a connection with your audience that is so strong and meaningful that they not only become lifelong customers but also mourn your passing, you know you’ve struck a chord. It doesn’t happen by accident or by going through the motions.
It takes place when your brand is so strong and trustworthy that it forges a lasting, profound psychological bond with consumers. Although it requires time, the effort is rewarded.
The term ‘archetype’, therefore, refers to a wide range of iconic figures and traits, from the hero to the rebel, from the security and safety of the caregiver to the exhilarating and wild adventure of the explorer or from the young and innocent (innocent) to the wise or sage elder statesman (Sage).
Learning archetypes and how to use their power can be like learning a new language. One must know about archetypes and consider how they might apply to your company’s brand as a crucial first step.
The following posts will cover detailed information about the 12 brand archetypes. Follow us on Instagram if you want to learn more about them.
