Brand archetypes represent a concept created by Carl Jung and are sets of standards responsible for creating an organization’s personality traits, values, worldview, and beliefs. From 12 types, we can classify the main brands and understand how they position themselves in relation to themselves and the market they are in. Ana Júlia Ramos Jul 8, 20 | 14 min read brand archetypes what are they Just as human beings have individualities, worldviews and values, companies also need to develop some attributes to create real connections with the audience. Branding archetypes are great ways to practice humanization and generate good marketing strategies from emotional triggers. Companies that have a well-defined identity and know how to communicate using the best of their attributes, gain the public’s trust much more easily, in addition to positioning themselves as the best option in purchasing decision-making processes . To define aspects such as the archetype and go further, developing behavior practices and brand positioning, it is important to understand which are the main ones and how each of them has been used by big names in the market.
If you want to learn more about this exciting topic, keep reading! What is a brand archetype? The word archetype comes from the Greek: ” archein ” means original and ” typo ” means standard, type, therefore, the archetype is a standard that serves as a model for people, objects, concepts and creations in general . Who developed the theory was the psychiatrist and psychotherapist named Carl Jung, who also founded analytical psychology and described the concept of the collective unconscious. According to him, the collective unconscious is a kind of union of inherited materials (transmitted from generation to generation) that contain characteristics common to all people.
According to Jung, the archetypes represent the basic motivations of the human being : values, premises, personality traits and general beliefs that are divided into 12 types and are disseminated throughout the world. They, in turn, are fundamental for the experience and evolution of the human being, in addition to provoking emotions and generating connections between one individual and another . The concept quickly began to be applied in neuromarketing studies around the 1980s, but it did not spread around the world in the early 21st century. Authors Carol S. Pearson and Margaret Mark wrote a book called “The Hero and the Outlaw,” presenting the application of archetypes in marketing and advocating for their application to empower brands with greater purpose and create true connections with others. the consumer .
Nowadays, they are frequently related to studies of Branding , visual identity and development of successful brands. What is the impact of brand archetypes? Think of someone with a strong way of being and someone who does not know how to position themselves, which of the two is more likely to be remembered, associated or mentioned when watching a movie, seeing a product or even talking to someone? Certainly, the one that has the most striking characteristics or, even, works better with its personal branding . The same can be applied to brands. Those who do not have a clear position or try to embrace, in a superficial way, a series of causes at the same time, will hardly be remembered in the middle of decisive processes . That is why it is necessary to invest in vision, values and, also, in the archetype, which brings together all these pillars in a specific cut. In addition to generating brand awareness and standing out in the market, genuine bridges are created between the product offering and the consumer who receives the message. Think of the great companies that stand out in their niche . When you buy a Chanel wallet, you are not only paying for a cloth bag that contains objects. There is an essence , a complete construction of what it means to consume such a good and how it is reflected in the daily life of the consumer.
The same goes for Starbucks, for example: why not buy coffee at the corner coffee shop instead of buying from a company that sells the same more expensive drink? The list is extensive and the examples can be replaced by hundreds of other brands that have built such a strong identity to the point of selling a lifestyle . The archetypes, therefore, exist precisely to strengthen this essence and create offers that go beyond the simple need to have something, targeting the desire, social implications and emotional triggers involved in the act of making specific purchases. Furthermore, the impact of archetypes in an increasingly demanding society is real. People got tired of shallow and hypocritical speeches when, deep down, the brand’s only desire is to generate sales and make a profit from its audience. Therefore, there is an overall effort when it comes to communication. The value proposition is a pillar responsible for generating an identification of an audience that, in turn, prefers brands that have a purpose .
What types of brand archetypes are there? After learning about brand archetypes and how powerful they are in enhancing the relationship between a business and its consumer, it ‘s time to find out more about them . In total, there are 12, which are: The innocent; The wise; The hero; The Outside of the Law; The Explorer; The magician; The ordinary person; The lover; The Jester; The Caregiver; The creator; The governor. We select the main brand archetypes so that you can understand the concept and the practical implications for a marketing strategy. Continue reading! 1. The Innocent As his name implies, the Innocent is the one who inspires purity, simplicity and positivity when it comes to himself and the world . He sees things in a simple way and believes that great solutions can be found when problems are addressed in a simple way. Other striking characteristics in its identity are authenticity, spontaneity and transparency when making decisions. One of the best examples is Dove , a personal hygiene products company.
Whether in advertising campaigns , institutional pieces or even packaging, we realize the innocence of the purity archetype: positioning meets simple solutions to enhance all kinds of beauty. On their official website, we soon noticed the following concept: “beauty is not defined by shape, size or color, it is about feeling like the best version of yourself. Authentic. Only. True ». The “Choose to Feel Beautiful” campaign stimulated the empowerment of women around the world. She illustrated that many people view themselves negatively and how simple details can transform self-esteem . The brand’s digital branding is very well designed and, despite the fact that Dove’s campaigns are different and feature novelties, its genius is already known to the public. 2. The Sage The archetype of the Sage is responsible for stimulating learning and valuing the act of “thinking . ” A source of wisdom and great ideas, she believes that sharing knowledge is a great way to understand the world and reach great places. His character, therefore, is appreciated for always being aware of the main trends, studies and materials that can improve his understanding of different topics. The idea of mentoring or consulting can be seen in language, visuals, and speeches as a whole. TEDx , which has hundreds of versions spread over 7 continents, is a great example of action that illustrates the archetype.