Determining your archetype is a means to make your brand strong
A brand is a personality that you convey. If you have a crystal clear view of what the brand stands for, it is easier to establish a brand. A tool for positioning your brand on the market is choosing an archetype. The psychologist Carl Gustav Jung defined twelve archetypes that symbolize the basic human motivations. They have personality traits that can also be found in brands. As you can see in the illustration below, the twelve archetypes can be divided into four groups. The lover, everyman and jester, are motivated by togetherness and pleasure. The hero, outlaw and magician, live for taking risks and mastery. The most important thing for the explorer, innocent and sage is individuality and satisfaction and for the caregiver, ruler and creator, stability and control are the basic motivations.
Each archetype has its own set of values, meanings and personality traits. All people have multiple personality traits, but one trait is always dominant. This also applies to brands. As an organization, you promote a personality and choose one archetype. The archetype that you choose is what you stand for. In fact, that's how you ARE. It offers you a tool in brand communication. With every communication you think; is this in line with the archetype we have chosen?