Brand Personality - Archetypes
Posted: Mon Dec 23, 2024 4:21 am
Just like people, brands have a way of communicating and having an attitude, which is why we say they have their own personality.
Maybe some brands define themselves more than others, but you can see it in the way they communicate.
Have you seen the way Coca Cola, M&M, Harley, Dior, Nike or even Google talk?
Their communication is linked to a purpose within their marketing strategy and that goes hand in hand with how they want to be perceived by their audience and how they can relate to them.
Archetypes are nothing more than the identity of the brand. Human beings have personalities and when something within the behavior of the same changes drastically we feel confused, for the same reason brands, in order to avoid confusion, establish themselves within an archetype which is known universally.
The creator of these archetypes is the well-known Carl Gustav Jung , a renowned psychologist and psychiatrist motivated by the analysis of dreams, who later began to consider the importance of the collective unconscious that is inherited and is formed in the patterns of behavior in all cultures of people, bringing out the theory of the "Collective Unconscious" and that would be helpful in relating to the audience.
Jung's 12 Archetypes
1) The explorer
He who needs to be constantly moving to discover new and novel experiences is bored of staying stagnant and is not suited to staying in one place.
Example: National Geographic
2) The creator
Motivated by the creation of new and novel ideas. He who does not settle and seeks through his imagination new ways to innovate to provide value and encourages those who hear him to also want to develop their new ideas.
Example: YouTube
3) The Hero
He who seeks to protect and pursue justice, has an honor to uphold in order to leave his mark, his resistance is one of his strongest talents, he is always seeking personal development which is why he empowers and inspires others, as well as bravely faces his problems.
Example: Snickers
4) The wise man
He who is in the endless search for total knowledge, analyzes, discovers, teaches and does not hesitate to express himself because he has a lot of confidence and logical arguments. He does not like not knowing something, he is very curious so he wants to understand the world, but at the same time this is his weakness because he immerses himself in his self-discovery and does not stop.
Example: CNN
5) The ruler
Related to power, he is a leader, he seeks to be the one who sets the rules of the game, he is confident and likes control, he dominates but in a refined way, he likes to have his own group, he finds it hard to understand why others do not have the same vision as him, so his weakness is believing that he is always right. He reflects himself as the best in the face of competition and that this is what the public will feel when acquiring what offers "status".
Example: IBM
6) The rebel
He who does not follow the rules can be defined as an anarchist, someone who does not feel that the rules are made for him or for the world, he seeks freedom, although in terms of a brand he seeks to attract the attention of those people who feel different and like to go against the grain because they are not guided by the thoughts of others. The rebel encourages others not to follow the flow, to provoke a change in what does not work.
Example: MTV
7) The magician
He seeks to give the world a different vision because he wants dreams or imagination to be something possible and to make people part of that through his discoveries to create a new world. He is a transformer, visionary and imaginative and his process is constant.
Example: Pixar
8) The Jester
He who doesn't take anything seriously, is spontaneous because his impulses lead him to be so, he doesn't care what others think, he seeks to enjoy life as much as he can. His coo means in company personality is lively and cheerful and he doesn't want to get bored so he tries to make others not get bored either or even take off the masks they wear. If you know someone who tells truths disguised as humor in his jokes, that person is the jester.
Example: Fanta
9) The lover
The lover of life, people and things, wants to show their beauty not only aesthetically but also in other ways, is passionate and accommodating to generate a desired environment. He seeks to be loved, generates the feeling of intimacy and wants those around him to feel interesting and desired.
Example: Dior
10) The innocent
The positive person wants to believe in the good things, is simple, wants to be happy, and is also usually carefree and honest. Just as he promotes nostalgia and naivety, he seeks to make others feel that faith, acceptance in simplicity, confidence and happiness by doing things well.
Example: Coca-Cola
11) The common man
He is someone who seeks to belong, to be a part of it, who advocates for inclusion or equality, but who is also honest, realistic, empathetic and a friend. He seeks to join various groups to achieve connection with others, it is simple since he is not pretentious.
Example: Kit Kat
12) The caregiver
That selfless soul who looks out for the good of his clients before anything else, has empathy, compassion and is very generous so much so that this can turn into a weakness when they take advantage of this, however, his altruism is his greatest ability since he sees it as an obligation to be the one who cares and helps avoid risk because he feels he can do it.
Maybe some brands define themselves more than others, but you can see it in the way they communicate.
Have you seen the way Coca Cola, M&M, Harley, Dior, Nike or even Google talk?
Their communication is linked to a purpose within their marketing strategy and that goes hand in hand with how they want to be perceived by their audience and how they can relate to them.
Archetypes are nothing more than the identity of the brand. Human beings have personalities and when something within the behavior of the same changes drastically we feel confused, for the same reason brands, in order to avoid confusion, establish themselves within an archetype which is known universally.
The creator of these archetypes is the well-known Carl Gustav Jung , a renowned psychologist and psychiatrist motivated by the analysis of dreams, who later began to consider the importance of the collective unconscious that is inherited and is formed in the patterns of behavior in all cultures of people, bringing out the theory of the "Collective Unconscious" and that would be helpful in relating to the audience.
Jung's 12 Archetypes
1) The explorer
He who needs to be constantly moving to discover new and novel experiences is bored of staying stagnant and is not suited to staying in one place.
Example: National Geographic
2) The creator
Motivated by the creation of new and novel ideas. He who does not settle and seeks through his imagination new ways to innovate to provide value and encourages those who hear him to also want to develop their new ideas.
Example: YouTube
3) The Hero
He who seeks to protect and pursue justice, has an honor to uphold in order to leave his mark, his resistance is one of his strongest talents, he is always seeking personal development which is why he empowers and inspires others, as well as bravely faces his problems.
Example: Snickers
4) The wise man
He who is in the endless search for total knowledge, analyzes, discovers, teaches and does not hesitate to express himself because he has a lot of confidence and logical arguments. He does not like not knowing something, he is very curious so he wants to understand the world, but at the same time this is his weakness because he immerses himself in his self-discovery and does not stop.
Example: CNN
5) The ruler
Related to power, he is a leader, he seeks to be the one who sets the rules of the game, he is confident and likes control, he dominates but in a refined way, he likes to have his own group, he finds it hard to understand why others do not have the same vision as him, so his weakness is believing that he is always right. He reflects himself as the best in the face of competition and that this is what the public will feel when acquiring what offers "status".
Example: IBM
6) The rebel
He who does not follow the rules can be defined as an anarchist, someone who does not feel that the rules are made for him or for the world, he seeks freedom, although in terms of a brand he seeks to attract the attention of those people who feel different and like to go against the grain because they are not guided by the thoughts of others. The rebel encourages others not to follow the flow, to provoke a change in what does not work.
Example: MTV
7) The magician
He seeks to give the world a different vision because he wants dreams or imagination to be something possible and to make people part of that through his discoveries to create a new world. He is a transformer, visionary and imaginative and his process is constant.
Example: Pixar
8) The Jester
He who doesn't take anything seriously, is spontaneous because his impulses lead him to be so, he doesn't care what others think, he seeks to enjoy life as much as he can. His coo means in company personality is lively and cheerful and he doesn't want to get bored so he tries to make others not get bored either or even take off the masks they wear. If you know someone who tells truths disguised as humor in his jokes, that person is the jester.
Example: Fanta
9) The lover
The lover of life, people and things, wants to show their beauty not only aesthetically but also in other ways, is passionate and accommodating to generate a desired environment. He seeks to be loved, generates the feeling of intimacy and wants those around him to feel interesting and desired.
Example: Dior
10) The innocent
The positive person wants to believe in the good things, is simple, wants to be happy, and is also usually carefree and honest. Just as he promotes nostalgia and naivety, he seeks to make others feel that faith, acceptance in simplicity, confidence and happiness by doing things well.
Example: Coca-Cola
11) The common man
He is someone who seeks to belong, to be a part of it, who advocates for inclusion or equality, but who is also honest, realistic, empathetic and a friend. He seeks to join various groups to achieve connection with others, it is simple since he is not pretentious.
Example: Kit Kat
12) The caregiver
That selfless soul who looks out for the good of his clients before anything else, has empathy, compassion and is very generous so much so that this can turn into a weakness when they take advantage of this, however, his altruism is his greatest ability since he sees it as an obligation to be the one who cares and helps avoid risk because he feels he can do it.