A breakdown of twelve brand archetypes based on Carl Jung's psychology, from the Hero to the Sovereign. Learn how archetypes like the Rebel, Magician, and Creator shape brand voice and help you tell stories that feel true to who you are.
Authenticity. The organization's messaging is consistent, true, genuine, and communicates value propositions. Brand voice equals tone plus words plus style plus sentence structure. Make your brand voice distinctive, recognizable, and authentic to your values. Storytelling is story selling. It's powerful. A brand is made up of stories your own, your employees, the stories that others tell about you. Your company stories are rooted in your purpose. Tell stories as part of your messaging. Make them authentic, creative, inspiring, intimate, and emotional. Take your audience on a journey with your brand. If you don't tell your story, someone else will tell it for you. Let's look at brand Archetypes Noted psychologist Carl Jung theorized that humans use symbolism to more easily understand complex concepts. When properly identified, brand archetypes will reflect the personality of brands and serve to better align personality type with specific customer Personas. All stories have characters to begin crafting or strengthening the stories of your brand. It helps to think about the archetypal personality of the main character in your company stories. Read about each of these archetypes and think about which top three represent your the hero the innocent the citizen the caregiver the rebel the magician the sage the lover the Creator the jester the explorer the sovereign the Hero Also called the superhero or the warrior. The hero's desire is to prove its worth and leadership position. The core qualities of a hero include quality, efficiency, reliability, and being number one. The Innocent Also considered the romantic. Its core qualities are wholesome, pure, natural, safe, clean, free and happy. The Citizen Also called the everyman or the regular average guy. The qualities of this archetype are to belong, integrity, fairness, equity, responsibility and equality. The Caregiver Also called the parent, the nurturer or the altruist. The core quality of this archetype are its unselfish concern and devotion to nurture and care for others. The Rebel Also called the outlaw or the revolutionary. The core qualities are change being free spirited, part of a counterculture, brave, and a rule breaker. The Magician Also called the shaman or the visionary. The core qualities are a desire for the understanding of the universe and how it works. It is spiritual, holistic, and a visionary that sometimes works miracles. The Sage Also called the scholar, the guru, the thinker, the philosopher or the teacher. The sage seeks truth and wisdom in all things. It is wise, open minded and expert, objective and autonomous. The Lover Also called the idealist or the dreamer. This archetype desires passion, sensuality. It's indulgent in matters of the senses and has a sense of style. The Creator Also called the artist. The creator represents imagination, expressiveness, a willingness to take risks. It's a cultural pioneer with a developed sense of the aesthetic. The jester, also called the joker, the fool or the comedian. This archetype desires playfulness, spontaneity. It's impulsive, fun, lives in the moment, is carefree and offers a unique perspective on truth and reality. The explorer, also called the seeker or the wanderer. Its core qualities include a desire for adventure, excitement and discovery. It is self directed, innovative, an individualist and a traveler. And the sovereign, also called the ruler, the king or the leader. Its desire is to power and control. It is decisive, stable and enjoys being in charge. Which archetype are you?
