Gabriela Permetei - Digital Marketing
Some time ago I was watching a video of Vanessa Lau, a YouTuber who shares interesting advice for creators and entrepreneurs. In this particular video, she shares how she managed to build a clear brand guide which has helped her to maintain a consistent personal brand throughout all of her platforms. To build this clear brand guide she mentioned that the first thing was to really explore which brand Archetype she belonged to. This was the first time I heard any mention about the Archetypes and found it very intriguing and interesting. So as anyone who wants to find more information on a topic I went straight on Google and started digging. The more I read the more interested I became, I became obsessed!
The Archetypes should be the bible for anyone who is in branding or marketing. I believe it is the base to build any brand and its communication.
But let me not get ahead of myself, first let me share with you what I discovered on this topic and why I believe everyone should know about it and use it in their strategy.
What are the 12 Personality Archetypes?
“Most fundamentally an archetype is a behavioural pattern.” – Dr Jordan Peterson, professor of University of Toronto
The Archetypes have been used for centuries in storytelling. The stories our ancestors have told, passing on knowledge and myths from generation to generation hold a lot of similarities even though they are told by different cultures in different times and in completely different parts of the globe.
All our favourite stories, Star Wars, Harry Potter, The Avengers, use Archetypes to develop their characters. You will find the Hero, the Outlaw, the Magician, the Sage, etc. What you may not know is that big well-known brands also base their brands on Archetypes: Nike, Diesel, Disney, Google, etc,
But, what is the real theory behind these “coincidences”?
Where did the Archetypes come from?
The concept of Archetype is born in the early 20th century when the Swiss psychiatrist Carl Jung proposed that the human mind, or psyche, is not exclusively the product of personal experiences but rather contains elements that are pre-personal or trans-personal and common to all, these elements he calls “The Archetypes”. He proposed that we are not born as a blank slate and learn all as we go through life, but rather that our mind comes equipped with a collective wisdom shared by all.
Jung described the psyche as one´s total personality. Encompassing all one´s thoughts, behaviours, feelings and emotions.
In other words, all humans are born with a predetermined heritable personality that is common to all, which will influence the way we perceive the world around us.
Jung divides the psyche into 3 main roams that are constantly interacting with each other:
- The Consciousness
- The Personal Unconsciousness
- The Collective Unconsciousness
The Consciousness
Your consciousness is your awareness of yourself and the world around you. It is specific to the individual formed by his/her experiences.
We are self-aware of these personality trades and are strongly influenced by our closest social circles most critically parents and siblings
The Personal Unconsciousness
Personal to each individual: experiences and thoughts that have been temporarily forgotten as well as repressed memories.
The Collective Unconsciousness
The collective unconscious consists of psychic structures or personalities which are not unique to the individual, but rather are shared by all regardless of culture, religion or geographic location; influencing our thoughts, behaviours, and the way we look at the world.
The collective unconscious is home to the Archetypes
The archetypes are behavioural patterns shared by all humans. We are complex beings, and this is why we are a combination of various archetypes or personalities, but it is clear that some personalities are more dominant than others within us. For example, if we take Ron Weasley, Harry Potters’s best friend, he is mainly the Everyman but he is also a Hero and a Jester.
These “personalities”, independently of tradition and influences, guarantee in every single individual a similarity and even a sameness of experience and how they perceive the world.
How are Archetypes relevant to my brand identity?
Knowing your archetypes can make your brand feel more personal. It will not only allow you to feel more identified with your brand but it create a sense of familiarity, a personal touch if you will, with your clients.
All characters in a story or movie are based on one or another archetype.
We see the same characters over and over, whether in our everyday life or our favourite novels or movies. By being able to relate to the characters of a story we build an emotional connection to them and care for them even though we never met them in person (or they don´t even exist). We feel a connection to them because we feel identified.
Everybody loves the Hero, a person who despite a tragic start in his life, his strong will, hard work and good heart changes everything around and saves the day- Harry Potter, Luke Skywalker, Super Man, etc. The Sage, the loved old and wise grandfather, with all the knowledge to pass on so that the hero can use it and do something amazing with it- Yoda, Gandalf, Dumbledore, etc.
Nowadays brands need to be more human. We connect with people not with enterprises. By giving our brand a “Personality” we make it “human”. We give it values, drivers and fears, everything we as humans can connect and feel identified with.
By defining to which archetype you and your brand belong to, you have a very strong base on which to build a strong brand guide and in consequence a brand identity, with which your clients and employees alike can build a strong connection and loyalty to. Let’s take Apple as an example: when Apple, “Creator Archetype”, launches a new product there are people queuing overnight to be the first to buy it. The adverts do not need even to mention their product, you see it and you immediately know it is an Apple advert.
There are 12 main Archetypes, this theory paints a world wherein there are 12 groups of people that are connected amongst each other by their archetype. How is this important? Well, if I feel a strong connection to your archetype because we share values, motivations and fears, I will be more likely to be drawn to you than to someone that I have nothing in common with. We are social creatures and like to be in groups, share experiences and beliefs.
How do I choose my Brand Archetype?
First of all, what archetype represents you the most?
It is not about who you want to be, but rather who you really are, as it will shine through if you are not real.
Then, identify what archetype your ideal client is.
Combining both of these archetypes, you will be able to show who you are by appealing to the archetype of your ideal client.
The 12 Personality Archetypes
The Creator Personality
If It Can Be Imagined It Can Be Created
The creator is innovative, creative and entrepreneurial. Driven by the desire to create new, groundbreaking things they differentiate themselves from others with packaged and stereotyped solutions, with no imagination. They think outside the box. The Creator gives their community different choices and options that adapt to their preferences. If you can think it, you can create it. Their unique artistic point of view helps them explore new perspectives. They are not scared to express themselves and share their view with the world. Things have to be functional and stylish at the same time.
Drive
- Creation
- Originality
- Self-Expression
- Vision
- Imagination
Fear
- Stagnation
- Duplication
- Familiarity
- Disillusion
- Indifference
Values
- Original
- Innovative
- Inspiring
- Flexible
- Art
- Imagination
- Expression
- Authenticity
- Vision
- Creativity
Content Ideas
- Inspiring and creative content
- Artist´s entry, access to artistic and creative process
Brands with Creator personality
The Innocent
Life is simple and simplicity is elegant
The innocent has an optimistic, pure, naive, childlike outlook on life. They see the good in everybody, doesn’t wish ill to anyone and wants everyone to be happy. Everyone has the right to be who they truly are and are beautiful just because of it. Simplicity is beautiful and we should enjoy life avoiding modern life pressures. We can simplify complicated matters so that everyone can understand.
Drive
- Happiness
- Morality
- Simplicity
- Honesty
- Positivity
Fear
- Anguish
- Depravity
- Complexity
- Deceit
- Negativity
Values
- Wholesome
- Purity
- Idealism
- Trust
- Honesty
- Optimism
- Simplicity
- Hope
- Belief
- Renewal
- Natural
- Traditional
Content Ideas
- Uplifting & aspirational quotes.
- Tips and tricks for a simple life.
Brands with Innocent personality
The Explorer
Don´t Fence Me In
The explorer is uncomfortable with conformity. They are in constant search of what makes them happy and find the lifestyle that fits them. They have the drive to push themselves out of their comfort zone into the unknown, they do not have the need to prove anything to others, just to themselves. Normal does not exist to them, everyone is unique and have their own idea of paradise. Everyone has the right to find their personal happy place and should not settle.
Drive
- Adventure
- Exploration
- The Unknown
- Self Discovery
- Liberation
Fear
- Confinement
- Immobility
- Entrapent
- Incarceration
- Cautiousness
Values
- Adventurer
- Free
- Unique
- Independent
- Curious
- Inspirational
- Non-conformist
Content Ideas
- Discoveries & Inspirations
- Portraits, Meet-ups,
- Documentaries, Interviews of various individuals
Brands with Explorer personality
The Magician
It can happen
The magician is a visionary that likes to show others what the future can look like. They can take people on a journey of transformation through the experience of a magical moment. The laws of reality are inexistent for the magician, our own imagination is the only limitation. Their thirst for knowledge makes them seem always some steps ahead of the others but they do not like to share it until they have the final product. The magician will transform your life.
Drive
- Transformation
- Knowledge
- Vision
- Belief
- Discovery
Fear
- Consequences
- Stagnation
- Ignorance
- Doubt
- Uncertainty
Values
- Smart
- Charismatic
- Intuitive
- Talented
- Sensitive
- Imaginative
- Vision
Content Ideas
- Qualitative and seductive content
- Storytelling of projects and transformations
Brands with Magician personality
The Ruler
Power isn´t everything. It´s the only thing.
The Rules value quality and success. They are strong, authoritative, organised, responsible and in control of their lives, and expect the same from others. This is why they may irradiate a sense of intimidation. They Are on the top of their field and work hard to remain there. They are born leaders, desire control above all else and is dominant.
Drive
- Power
- Prosperity
- Status
- Success
- Wealth
Fear
- Weakness
- Insignificance
- Failure
- Poverty
- Destitution
Values
- Directive
- Stable
- Responsible
- Experimented
- Fair
- Wise.
- Organization
- Efficiency
- Systems
- Confidence
- Savy
- Leadership
Content Ideas
- Surveys & Consultations.
- Studies of regulation systems.
Brands with Ruler personality
The Jester
If I can´t dance, I´m not part of it.
The Jester lives in the moment. They love life and see the humorous side in every situation. They are embracing their inner child and never want to grow up. Being serious is boring and depressing. Enjoy every second this beautiful life gives us. Their life mission is to have fun and make everyone around them laugh. They are optimistic, social and don’t care for established rules, with a fresh and joyful attitude.
Fear
- Fun
- Happiness
- Laughter
- Togetherness
- Positivity
Fear
- Bordom
- Gloom
- Sadness
- Loneliness
- Negativity
Values
- Original
- Irreverencial
- Funny
- Sarcastic
- Social
- Popular
- Playfulness
- Joy
- Light-hearted
- Spontaneity
- Exuberant
- Humour
- Resourcefulness
Content Ideas
- Humoristic content
- Second degree or childish copy-writing and tone.
Brands with Jester personality
The Everydayman
You are just like me and I'm just like you
The Everydayman is that personality that gets along with everyone. Friendly easy going, positive and trustworthy. They just want to belong and fit into society without standing out from the crowd. They welcome everybody, like everything but are not particularly passionate about anything specific. The Everydayman is happy living the everyday life with their everyday experiences.
Drive
- Connection
- Togetherness
- Equality
- Fellowship
- Inclusion
Fear
- Exclusion
- Standing Out
- Isolation
- Hostility
- Disassociation
Values
- Social
- Faithful
- Realistic
- Fair
- Global
- Not elitist
Content Ideas
- Everyday life content.
- Testimonial, Life-telling, etc
Brands with Everydayman personality
The Hero
Where there´s a will there's away
The Hero is a highly motivated individual that won´t stop until they right a wrong. They show the world their worth through courage and determination. Their hard-working mentality inspires others to do the same and be the best version of themselves that they can be, fight for what they think is right and never give up.
Drive
- Mastery
- Courageousness
- Growth
- Development
- Defence
Fear
- Incompetence
- Cowardice
- Deterioration
- Downfall
- Incapabillity
Values
- Strong
- Courageous
- Deliberate
- Self Sacrifice
Content Ideas
- Motivating & Positive Content
- Community events, share and gathering, tutoring.
Brands with Hero personality
The Lover
I only have eyes for you
The Lover wants to be desired. The aim is to become more physically and emotionally appealing to attract others. They long for intimacy, closeness, sensual pleasures and ultimately love. Their desire to be loved can cloud their judgement and can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
Drive
- Sensuality
- Closeness
- Indulgence
- Affection
- Love
Fear
- Rejection
- Loneliness
- Isolation
- Invisibility
- Contempt
Values
- Passionate
- Engaged
- Faithful
- Sensual
- Luxurious
- Refined
Content Ideas
- Editorial and Refined Content.
- Aspirational Products and Vision, Influence on trends.
Brands with Lover personality
The Outlaw
Rules are made to be broken
The Outlaw challenges everything wanting to make the world better. They do not believe there is only one way of doing things so they feel they need to break the rules and regulations as this removes any freedom of choice. They are provocative, anti-conformist and disrupt the status quo finding their own way of doing things.
They are good at the core but anger can become the dominant force of their motivation.
Drive
- Liberation
- Change
- Righteousness
- Revenge
- Independence
Fear
- Servitude
- Conformity
- Complacency
- Acceptance
- Dependence
Values
- Provocative
- Rebel
- Smart
- Talented
- Tenacious
- Imaginative
Content Ideas
- Provocative content
- Denunciation of vicious systems
- Disruptive Events
Brands with Outlaw personality
The Sage
The truth will set you free
The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world but to then share that understanding 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 change the world with it themselves.
Drive
- Wisdom
- Intelligence
- Expertise
- Information
- Influence
Fear
- Ignorance
- Insanity
- Powerlessness
- Misinformation
- Inaccuracy
Values
- Analytic
- Moderate
- Fair
- Equal
- Documented
- Scientific
- Educative
Content Ideas
- Give access to data and info, encyclopedia, compilation.
- Democratization of knowledge.
Brands with Sage personality
The Caretaker
Love thy neighbour as thyself
The Caretaker has a charitable personality, whose motivation is to protect and care for others, especially those most in need. They are generally maternal and protective of the weakest.
Although they like their efforts to be recognised, they do not try to be patronised. Caregivers are not only reactive, they are also preventers, and are the first to respond when someone needs help.
Drive
- Support
- Help
- Service
- Acknowledgement
- Gratitude
Fear
- Anguish
- Impotence
- Ingratitude
- Neglect
- Guilt
Values
- Altruism
- Patience
- Proactivity
- Warmth
- Awareness
- Protection
- Community
- Family
Content Ideas
- Positive and motivational content.
- Emotional stories.
- Testimonials about activities carried out to help others.
Brands with Caretaker personality
Always keep in mind
Defining to which Archetype we or our brand belongs to can be difficult. We need to look into ourselves, ask the right questions and be honest. We need to embrace who we are. Pretending to be someone we are not is exhausting.
Be proud of who you are, the good and the bad, and use that individuality to connect with others.