- Archetypes in Branding & Marketing: A Thread -

Archetypes can manifest in individuals, but they can also manifest in collectives: in ideas, in images. They are used in literature, film, and also branding. In this thread I'll go through each 12 archetypes defined by Jung.

The 12 archetypes all have their own goals and motives, but there are four categories in which they can be grouped:

1. Those that seek to provide a structure.
2. Those that seek paradise.
3. Those that seek to leave a mark.
4. Those that seek connection.

- Structure Providers: The Creator -

The creator seeks innovation. It seeks to create something new and exceptional. Brands that use this archetype usually encourage pursuit of originality: Lego & Adobe are examples. They often use yellow, white, red, purple, black as colours.

- Structure Providers: The Ruler -

The Ruler or the King seeks control, power, refinement, high status, and dominion. The message of these brands often is: "Achieve & reward yourself". They often use gray, black, toned blues, dark reds. Examples: Mercedes Benz, Rolex, Jaguar.

- Structure Providers: The Caregiver -

Also known as the mother archetype, or the nurturer archetype is motivated by service, care, altruism, and compassion. In branding they send a: "Everyone deserves care" message. Gray, & blue colours. Examples: Johnson-Johnson, UNICEF, TOMS.

- The Paradise Seekers: The Innocent -

Innocents are motivated by safety, simplicity, purity, and positivity. These brands usually portray wholesome, feel good spirit. It is common in cosmetic brands: Nivea, Aveeno, Dove all embody this archetype. Coca-Cola belongs here too.

- The Paradise Seekers: The Sage -

Sage seeks the truth & understanding. It wants to guide, & help others reach wisdom, & knowledge. Embodying higher principles & virtues is important for it. Universities, educational channels use this archetype. Google also uses it.

- The Paradise Seekers: The Explorer -

The Explorer pushes beyond comfort zone. It seeks freedom & excitement. The brands use this archetype when they want to make people feel thirst for adventure, of exploring what is "out there". Examples: Northface, Jeep, Patagonia, Red Bull.

- The Mark Leavers: The Outlaw -

Outlaw is a revolutionary, and often an anarchist. They stand for change, disregard for rules, revenge, & change. The brands that embody it try to shock, & reject the "standard life". Examples: Harley Davidson, Diesel, Virgin.

- The Mark Leavers: The Magician -

Magician seeks to make dreams come true, often through almost mystical ways. Magician brings a transformation. They show a vision for the future. Belief, discovery & connection with transcendent are its marks. Examples: Spacex, Tesla, Disney.

- The Mark Leavers: The Hero -

Heroes prove themselves through determination, and courage. They seek to become stronger, better, and to prove people wrong. Hero overcomes challenges & is recognised for it. Brands that use this archetype: Fedex, Adidas, Nike, Ariel, Snickers.

- The Connection Builders: The Everyman -

Everyman wants to belong, blend in and simply be like everybody else. They seek fellowship, inclusion, & connection. These brands usually align with basic, general values that appeal to most people. Examples: IKEA, Target, Kitkat, Visa.

- The Connection Builders: The Jester -

Jester or Trickster is fun and optimistic. They are the comedians & desire to bring light & laughter. These brands often promote good times, make people laugh, & invite to "loosen up" a little. Examples: Old Spice, M&Ms.

- The Connection Builders: The Lover -

Lover promises intimacy, and desires to be desired. They offer sensuality, pleasure, beauty, closeness, & affection. These brands use sensual, erotic, language & images. Example: Alfa Romeo, Magnum, Chanel, Victoria's Secret, Bailey's.