Know your outlaw from your hero?
Ever heard of the 12 Archetypes?
Created by Swiss psychologist, Carl Jung in 1919, he believed that they were innate and hereditary, unlike personality which can be moulded and adjusted according to the situation. Archetypes transcend time, culture and language and are the basis of all the characters we connect with in stories, movies and myths. They provide a familiarity of who we are as a brand to our audience that gives a sense of predictability and trust.
Exploring the 12 archetypes and their influence on personal branding can be a fascinating topic. Archetypes provide a framework for understanding the universal patterns of human behavior, and they can indeed play a role in establishing a compelling personal brand.
The archetypes sit on a scale or a spectrum and can be divided into the following buckets:
Exploring Spirituality
Leaving a Legacy
Striving for Belonging
Providing Structure
Let's examine how each archetype can impact brand voice, audience perception, and industry suitability:
Exploring Spirituality
The Innocent:
The Innocent archetype evokes simplicity, purity, and are natural optimists.
It can be effective in industries such as health, wellness, clean beauty and eco-friendly products.
Innocents are positive and have an optimistic outlook and want everyone to be happy. They see beauty in everyone and believe that everyone has the right to be themselves.
If your audience is an innocent, it is essential that you earn their trust with simple, honest and positive communication and affirmation. Negative communication and fear mongering won’t win you any favours with an innocent. They need to associate your brand with safety and will feel a connection when their inner beauty is recognised.
Promise: Safety
Brand voice: sincere, positive, and trustworthy.
Innocent brands: Beauty Counter, Innoxa, Dove
Innocent Celebrities: Frodo Baggins, Dolly Parton, Forrest Gump, Hagrid
The Sage:
The Sage archetype represents wisdom, knowledge, and expertise. It is well-suited for industries such as education, coaching, and consulting and Sages make great CEO’s.
The Sage seeks truth and knowledge and is a life long learner.
Their drive comes from the thirst to understand the world around them as well as sharing their wisdom with others. They are life-long learners and enjoy expressing their knowledge with philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than keeping their cards close to their chests, and effecting the change themselves.
If your audience belong to the Sage archetype, you need acknowledge their intelligence as you communicate. Your words will need to reflect a high level of education and should be peppered with philosophical meaning. Appealing to a wider audience and having a simplified message will not appeal to this archetype. Sages are drawn towards factual information that has been researched and can hold well in a debate if needed.
Promise: Understanding/Wisdom
Brand voice: authoritative, insightful, and educational
Sage brands: TED Talks, Audi, BBC,
Sage Celebrities: Oprah Winfrey, Ghandi, Obi Wan Kenobi, Gandalf
The Explorer:
The Explorer archetype embodies freedom, adventure, and discovery. It resonates well with industries related to travel, outdoor activities, and personal development. The Explorer's brand voice is adventurous, bold, and inspiring.
To captivate the attention of an explorer, it is essential to present them with enticing challenges. By pushing the boundaries of conventional living, you can quickly establish a deep connection with them. Emphasise the allure of the great outdoors and the uncharted territories as the realm of freedom, urging them to embark on explorations under the banner of your brand.
Modern societal norms often restrict the spirit of adventurers, and they crave breaking away from these constraints. Taking a firm stance against these conventions can resonate with explorers, awakening their innate desires.
Promise: Freedom
Brand voice: exciting, fearless and daring
Explorer brands: Patagonia, Jeep, National Geographic
Explorer Celebrities: Bear Grylls, Anthony Bourdain, Indiana Jones
Leaving a Legacy
The Hero:
The Hero archetype symbolizes bravery, determination, and resilience. It fits industries such as fitness, sports, and self-improvement.
To attract a hero, it is crucial to instill a sense of inspiration and empowerment, fueling their drive to succeed and accomplish great things.
Heroes perceive themselves as virtuous individuals, standing up against injustice and acting as adversaries to bullies. They are unwavering in their commitment to doing what is right.
This archetype aspires to reach their highest ambitions, and brands that acknowledge and encourage these ambitions will establish a wonderful connection with them.
A hero seeks to be inspired by the promise of achievement and the gratification that accompanies it. By tapping into their desire for personal growth and recognizing their potential, brands can forge a strong bond with heroes and motivate them to embrace challenges and overcome obstacles in pursuit of their goals.
Promise: Mastery
Brand voice: motivational, empowering, honest, candid
Hero brands: Nike, BMW, Fedex
Hero Celebrities: Luke Skywalker, Harry Potter, Serena Williams, Michael Jordan
The Outlaw:
The Outlaw archetype represents rebellion, individuality, and breaking the rules. It can be impactful in industries such as fashion, entertainment, and alternative lifestyles.
Promise: Revolution
Brand voice: Provocative, edgy, and unapologetic
Outlaw brands: Harley Davidson, Liquid Death, Diesel, Virgin
Outlaw Celebrities: Lady Gaga, Malcolm X, Madonna
The Magician: The Magician archetype embodies transformation, innovation, and mystique. It suits industries such as technology, coaching, and personal development.
The Magician archetype may not align with a specific buyer persona, but it holds a unique appeal to various personas due to its transformative nature. Brands that offer products or services capable of taking customers on a journey of personal transformation, such as moving from a state of being lost to found, insecurity to security, or feeling worn out to refreshed, could benefit from adopting the Magician archetype as a means to connect with their audience.
The Magician's ability to create profound change and facilitate personal growth resonates with individuals seeking transformative experiences.
Promise: Power
Brand voice: mystical, informed, reassuring - often using metaphors
Magician brands: Disney, Coca Cola, MAC, Polaroid
Magician Celebrities: Albert Einstein, Gandalf, Seth Godin, Martin Luther King
Striving for Belonging
The Lover:
The Lover archetype is associated with passion, sensuality, and emotional connections. It can be effective in industries such as fashion, beauty, and hospitality.
The lover archetype seeks desire and intimacy while fearing being unnoticed and unloved. They are motivated to enhance their appeal and can be easily influenced. Even when their desires are fulfilled, they fear loss.
To appeal to lovers, evoke their desire for connection and intimacy through sensual language and imagery. Leverage sensory experiences and consider using the color red to capture their attention.
Promise: Intimacy
Brand voice: romantic, intimate, and focused on creating emotional resonance.
Lover brands: Chanel, Victoria’s Secret
Lover Celebrities: Marilyn Monroe, Kim Kardashian, Beyonce, George Clooney
The Jester:
The Jester archetype represents humour, playfulness, and lightheartedness. It fits industries related to entertainment, comedy, and social media.
Jesters, much like Magicians, are not commonly a specific buyer persona, but they serve as an ideal archetype for brands in the entertainment industry or those seeking to associate themselves with positive experiences.
Laughter is universally enjoyed, and when delivered with appropriate context and timing, the Jester's personality can create a memorable and endearing point of distinction.
As a brand embodying the Jester archetype, it is crucial to highlight the light-hearted and positive aspects of life, infusing a playful and entertaining spirit. By connecting with the audience through happiness and laughter, brands have the potential to become beloved favorites.
Promise: Pleasure
Brand voice: witty, humorous, engaging through laughter
Jester brands: M&M’s, Ben & Jerry’s, TikTok
Jester Celebrities: Jim Carrey, Rebel Wilson, Donkey from Shrek
The Everyman:
The Everyman archetype desires a sense of belonging above all else. They prefer to blend in with society, avoiding standing out in the crowd. They are friendly and approachable, without being excessively humorous, rude, or loud.
Everyman types are trusting but fear rejection. They maintain a generally positive attitude and strive to fit in with the group. They tend to have broad interests without being overly passionate about any one thing. While they can be well-liked, they may also be easily forgotten.
To appeal to Everyman individuals, emphasize a sense of belonging. Brands focusing on everyday activities can use this archetype by promoting acceptance of normalcy. Home or family-oriented brands align well, while elitist messaging should be avoided. Communication should be honest, friendly, and down to earth, ensuring inclusivity.
Promise: Belonging
Brand voice: friendly, relatable, and emphasises practicality.
Everyman brands: KFC, Volkswagen, Ikea
Everyman Celebrities: Jennifer Aniston, Matt Damon, Peter Parker (Spiderman)
Providing Stucture
The Caregiver:
The Caregiver archetype embodies compassion, nurturing, and support. It can be effective in industries such as healthcare, counselling, and nonprofit organisations.
The Caregiver archetype is well-suited for brands that provide assistance to those in need. A warm, thoughtful, generous, and nurturing demeanour offers a sense of safety that resonates with their needs.
Caregiver brands strive to create a feeling of security, protection, and care for their customers. They may need to appeal to a broader audience as they often rely on external support to provide assistance. In such cases, educational and conscience-evoking messages can be effective in conveying their mission.
Promise: Service
Brand voice: empathetic, supportive, and focused on helping others.
Caregiver brands: UNICEF, WWF, Toms, Salvation Army
Caregiver Celebrities: Princess Diana, Mother Theresa, Mrs Weasley
The Ruler:
The Ruler archetype represents authority, leadership, and responsibility.
It fits industries such as finance, consulting, and luxury brands.
To appeal to a Ruler archetype, it is crucial to reinforce their sense of power, control, and respect. Rulers desire a feeling of superiority and exclusivity, akin to being part of an exclusive VIP club. Attempts to appeal to the masses are unlikely to capture the Ruler's attention and may even deter them. Ruler brands must provide customers with a strong sense of reaffirmation, emphasising their position at the top of the success ladder and their membership in an exclusive club.
Promise: Control
Brand voice: Confident, authoritative, and values professionalism
Ruler brands: Rolex, Mercedes-Benz, The Smithsonian, Louis Vuitton
Ruler Celebrities: Winston Churchill, Abraham Lincoln, Mufasa (Lion King)
The Creator:
The Creator archetype embodies imagination, innovation, and artistic expression. It resonates well with industries such as design, arts, and creative fields.
If your audience fits into a Creator archetype, it is essential to honour and celebrate the creative process while inspiring self-expression, in order to captivate them.
Offering the means or tools for individuals to express themselves freely and make creative choices are well-positioned with the Creator archetype.
Communication should evoke the desire for the creative process and motivate customers to express their true nature to the fullest.
Creators tap into their audience's imagination and their innate desire to create and innovate.
Promise: Innovation
Brand voice: Inspiring, daring, provocative and emphasises the uniqueness of their work
Creator brands: Apple, Tesla, Lego
Creator Celebrities: Elon Musk, Picasso, Steve Jobs, Tony Stark
Remember, these archetypes provide a starting point, and personal brands can incorporate elements from multiple archetypes or evolve over time.
It's important to consider the target audience, brand values, and industry dynamics while crafting a brand voice that aligns with the desired perception and resonates with the intended audience.