12 Brand Archetypes: How to Choose One for Your Brand #1

Sometimes just one look is enough to make you fall in love with a product, and sometimes even a single post can make you feel like a brand can read your mind.

At first glance, it seems like magic, but in reality, it's all about archetypes.

arkhétupon – It is a Greek word and means "primordial form" in Georgian. Its concept was popularized and made widely known by the great 20th century psychoanalyst Carl Jung.

Archetypes are a kind of mythical figures that are common to all of humanity. They are intertwined with our emotions and people. Over the years, many philosophers, sociologists, and psychologists have expanded on Jung's findings and applied archetypes to art, pop culture, literature, and business.

In the case of brands, an archetype represents its mission, aspirations, values, and character in its relationship with the consumer.

According to Jung, there are a total of 12 archetypes:

• Ruler;
• The Innocent;
• Everyman;
• Hero;
• Explorer;
• Creator;
• Rebel;
• Magician;
• Lover;
• Sage;
• Caregiver;
• Jester.

Why is a brand archetype needed?

A well-chosen archetype helps a brand to see human qualities and faces in consumers instead of a lifeless corporate structure, which helps to increase loyalty and create positive emotions towards the brand.

Archetypes are universal patterns of behavior that allow us to understand ourselves and others. We experience archetypes in the form of energy. This energy can be emotions, desires, aspirations, and even imagination.

Marketing has always been based on psychology, and that is why this idea of ​​​​Jung has become the main passion of this field. If you look at brands, you can identify the motives and archetypes of their behavior, which are characteristic of a particular company and appear to us as the face of the brand.

Now let's consider each of them with examples and brands that use this particular archetype:

1. Ruler

In three words: dominant, influential, successful.

He usually chooses his words carefully and constantly monitors his image. Rules and principles are important to him. He constantly strives for more power and pushes others to do the same.

This archetype is suitable for brands whose products and services:

• Helps you feel status and influence;
• Associated with increasing finances;
• Simplifies business life.

Brands: Rolex, Mercedes Benz, Hugo Boss.

2. Loving

In three words: sensitive, sensitive, calm.

He wants to make people feel special. This archetype combines all five types of love: maternal, familial, friendly, spiritual, and romantic. This archetype is emotional and sincere. It strives for intimacy, aesthetics, and veins.

This archetype is suitable for brands whose products and services:

• It gives you pleasure;
• helps you find your soulmate;
• helps you maintain your attractiveness;
• and is associated with aesthetics and sophistication.

Brands: Magnum, Victoria's Secret, Ferrari, Vogue, Dior, Nescafe.

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