Brands are like living creatures, like real people who have own history, stories, personalities and identities. Especially today’s marketing world where storytelling is mostly preferred. To be more visible, brands choose identities for themselves.
A famous analytical psychologist Carl Gustav Jung who was a Swiss psychiatrist and influential thinker defined peoples personality in 12 Archetypes which cover the spectrum of many brands and it is really crucial for choosing the right archetype for your business. Understanding the archetypes and its relation is essential for creating a real connection with your customers. Because people are more likely to get involve where they can find consistencies with brand or product they wanted to purchase.
According to Carl Jung, there are 12 classical Archetypes that a brand can choose: Each of these Archetypes can be observed in brands and among people.
The MAGICIAN: All Of Your Dreams Come True!
These brands who have Magician Identities are aimed to make your dreams come true such as Disney. It is a great example of magician identities because even though it is a fundamental media company, it offers people to a transformative experience. By this way, they differentiate themselves in their category. They made it possible by constructing a magical kingdom.
The SAGE: King Of The Wisdom who is Always Seeking The Truth
To a brand that sees wisdom is the key to success and before anything else is secondary in pursuing the knowledge. The sage brands and who identifies itself in that manner differentiates itself from the magicians. Harvard University can be seen as a great example of this archetype. Academic environment and the wisdom personality of Harvard University had proven itself among the universities with its publications, academic staff and famous graduates like Mark Zuckerberg.
The INNOCENT: Just Wants To Be Happy
Everything is possible in an innocent person’s world. The brands which portrayed themselves as innocent will never put blame on you and never try to convince you insistently. It gives you and your brand a charming look or the feeling of Nostalgia.
The OUTLAW: The REBEL Seeks To Revolution
The outlaw archetype is fearless. In contrast to the innocent brother, the outlaw archetype is keener skipping the class and has fun instead. Who is more likely to deconstruct the establish rules rebelling against it.
Apple is one of those outlaw brand examples whose ultimate goal is to be an outlaw brand. Remember the old iPod commercials in which monochromatic dancing figures. It was motivating you to be yourself and dance whenever you like while listening to your favourite tracks on your iPod.
The JESTER: Lives The Moment
Humour, clumsiness and nonsense are the jester’s main characteristics. The jester brand’s main goal is to make people happy by enjoying them.
Lately, The Old Spice Man is an all-time favourite ad campaign and can be a great example related to this archetype.
The LOVER: For Your Special Moments
Love, passion, sensuality and pleasure are weapons of the lover brands. A lover brand wants you to be with them especially in your special moments. For example, what would you like to buy while you celebrating something important?
Think about Godiva Chocolate. Do chocolate commercials make you think about your health, your wealth or your future? The answer is No. Godiva makes you want that delicious, creamy taste by marketing it as special chocolate for special occasion.
The EXPLORER: Wants To Break Free!
Freedom is the most important thing for the Explorer. These Explorer brands tend to get involved in a new adventure in the pursuit of adventure in mostly to the exterior world.
Subaru is the classical fit for Explorer archetype. The Subaru Company doesn’t locate their cars based on luxury or comfort they put forward the notion of freedom and focuses on that. When using Subaru you are free to put yourselves in new adventures.
The RULER: Seeks To Absolute Power
The Ruler keeps the power, enjoy the luxury and exclusivity. Its vision consists of two distinctive features: high-quality and expensiveness these two are critical. These product categories compasses fall under this spectrum including jewellery and high-end vehicles, clothes and etc.
Think about why do you buy a Mercedes-Benz? Not because of its crash-test rating right? It can be seen at the value is what a ruler brand makes you want to have it.
The CAREGIVER: Makes You Feel Better
The caregiver wants to be there for you for your good or bad day. These Caregiver brands main aims are to build trust in the people. In a caregiver brands commercial, you feel the sense of benevolent. Think about Johnson & Johnson’s brand slogan: “Johnson & Johnson: A Family Company” which explains both companies’ identity and the archetype.
The HERO: Wants To Be The Best And Prove Itself
The hero makes the world a better place by saving people and does best for them. A hero brand isn’t concerned with caring, but it is there to challenge you and put you out of trouble. You’ll need a hero to figure things out. Generally, all the Armies and police forces can be examples related to the hero archetype.
The REGULAR GUY/GIRL: They Are With Us
This archetype is focused on providing something that can appeal to everyone. However, it is the most challenging archetype because your product has to be a product that must be appealing among the demographics.
For example, everyone drinks coffee. Not every human on earth, but every major group of people with a little exception. That’s what makes coffee brands make good brands for everyone.
The CREATOR: Chasing The Creativity
For a creator the cost of production does not matter to them they follow a path to create a product you can’t leave.
Lego is one of the greatest examples of creator archetype. Most of Lego ads are about creating new stuff by bringing Lego pieces together with your imagination. They use simplicity to create a different type of objects.
Now you know the brands and Carl Jung’ 12 archetypes it is time to decide what your brand’s personality fit in this spectrum.