How does Brand Archetype work?
Who introduced Archetypes?
- Personal Unconscious
- Collective Unconscious
The 12 Brand Archetypes
Carl Jung has divided the 12 Archetypes into 4 categories.
Margaret Mark and Carol Pearson, authors of “The Hero and The Outlaw” also have their own categories but with similar meanings behind it.
The Four Categories
The Creator is the innovator of the archetypes. They have the passion to always bring something new to the table. A drive to put their visions into fruition.
The Ruler is the control of the archetypes. They have a dominating personality. A leader that focuses on bringing in success for everyone’s benefit.
The Caregiver is the altruist of the archetypes. They are more concern of helping others than for their own benefit. They are selfless and does not require anything in return.
The Explorer is the adventurer of the archetype. They thrive in challenges and push themselves pass their limit.
The Sage is the enlightened of the archetype. They acquire and teach knowledge. A sage provides wisdom to those who have questions and truth to those who doubt.
The Innocent is the optimist of the archetype. They have a positive outlook in life. They see the good side in everybody and does not discriminate.
The Everyman is the general people. They want to be part of the society as a norm without standing out. They are neutral in every way and just goes with the flow.
The lover thirsts for devotion. They need to feel affection, pleasure and will do anything to get it. They tend to make themselves more appealing to attract others.
The Jester is the ecstatic of the archetype. They create an environment wherein everyone can be stress free. A Jester loves to make sure that everyone should not take everything too seriously.
The Hero is motivated to work hard to succeed. They want to be ahead of everyone and loves to be acknowledged of their success.
The Outlaw is the rebel of the archetype. They live for revolution. They desire changes to the system for the good.
The Magician takes everyone’s imagination and materializes it in any way they can. They love gaining knowledge but does not share it, rather, they show everyone the end results.
How to use Brand Archetypes
- Hire a Brand Agency
- Use a Brand Archetype Quiz
If you want to build your brand on your own then using a Brand Archetype Quiz is beneficial for you.
- Mix up your Brand Archetype