12 Archetypes in Promoting and Advertising

Roger Dooley in his guidebook Brainfluence says that in 80% of situations we take a decision just before we already know about it.

Spite that Dooley specifies out this result with reference to work of our mind, the idea of archetypes could perhaps be incorrect. On the other hand, every aspect of human mind analysis is complementary.

So what are archetypes?

When studying dreams and their interpretations of his patients, Jung discovered some ideas and images, which couldn’t be experienced during one lifetime. The most surprising thing was that uncondicious layer was tightly connected with mythological and religious issues that existed even in very asunder cultures.

Referring to Jung,
when we define archetypes, we speak about powerful mental imagoes, hidden in the depth of unconscious, inherent universal ideas, original models of perception, thinking and experience.

Regarding marketing, archetypes can become an intermediate link between consumer motive and purchase of goods. The reason for using archetypes in branding is an appeal to the experience of potential consumers, with shopify competitors, which ensures effective integration of branded communications with their own  experience.

Archetypes can make a brand and its statement to audience different: the same market location and a brand that sounds in a unique way.

If we focus on strategy of marketing for consumers and shopify competitors, then we should  think about the manner they do searching, chat on social networking, what they want to give or what their demographic data are.

There are always some serious psychological  reasons – substantiated reasons – about why people start looking for something, want something, communicate their special way, give what they give, have relations with community, live the lifestyle and create an atmosphere around them.

Realizing that archetypes could be used to generate that link with clients-consumers and shopify competitors, and grow their robust positive opinion about brand. And all this is owing to the compassion between company and client.

Twelve archetypes

·         The Creator
Nonconformist. Always strive to express himself. A brand has a high need for creative activity, desire to stand out and convince everyone of its uniqueness. A brand that skillfully appeals to described archetype, one can exemplify Lego company.

·         The Ruler
The leader who is used to setting his own rules of the game. He needs to confirm his status and exclusivity. The brand that positions itself around archetype “the Ruler”, offers its audience to buy not just goods, but a symbol, status, attribute of power. Demonstrating it to others, no one will dare to doubt the leadership qualities of its owner. Examples of such brands are the companies Mercedes and Microsoft.

·         The Caregiver
Absolutely altruistic, compassionate and generous – those are qualities that characterize this archetype. Such brand positions itself as brand that people can trust. They are created to care about consumers and compassion with it. “The Caregiver” is maximum optimistic and positive archetype. It is often used for branding by non-profit organizations and government agencies. Johnson & Johnson, for instance.

·         The Innocent
He can see beauty in those things that others do not even notice. It lives in harmony with its inner world and finds positive aspects in everything. This archetype studies with interest new products and services, willingly buys new items. For such brand, this is a kind of game in which the main prize is new impressions. Dove, McDonalds, Evian – these are brands, the positioning of which is built on the basis of “the Innocent” archetype.

·         The Sage
Archetype “the Sage” is a humanist who believes in the power of humanity. Representatives of this archetype are inclined to knowledge, they like studying things. And their main motivation is to make our world better. Nevertheless, this archetype has the opposite side: absolute impatience to some other ideas and love to their own ones. Google is a brand of this type.

·         The Explorer
The most challenging archetype. An individualist, but he likes to set tasks to himself to find his true nature. Brands-seekers offer his audience to discover spirit of adventure. Red Bull is a company that exemplifies this archetype perfectly.

·         The Hero
the only difference with Explorer and Outlaw is that “the Hero” in fact never strove to be “the Hero”. Injustice in this world made him become  courageous and brave. To become a hero-savior. Nike and its main competitor Adidas, form the positioning of their brands around this archetype.

·         The Magician
A smart and intelligent archetype. His abilities sometimes seem supernatural – impossible becomes possible for this archetype. Brands-magicians skillfully convert their advanced knowledge into innovation. You may not like Apple, but you should admit that this company is a cult brand, forming its individuality around this archetype.

·         The Outlaw
He is a rebel. He does not respect rules, he always wants to free his real nature. The rebel stands against canons and restrictions of society. Betabrand, Virgin, Harley Davidson are “the Outlaw”.

·         The Everyman
For this archetype, happiness and peace of mind are in simplicity. He does not want to stand out or be different, he wants to match. And his biggest motivation is to be accepted by society as he is. Everyman-brands are focused on audience that prefers simple, understandable things for everyday life. Brand Ikea, Wrangle, GAP masterfully position themselves for this archetype.

·         The Jester
The one who does not hesitate to say even the most unpleasant truth. But by doing it jokingly, he does not cause a negative reaction. Cheerful, energetic, impulsive – he stays against established rules and norms. Fools can be revolutionaries. A joke-brand is a brand that wants to make our life easier, to help us throw off social blinds. The latest advertising masterpieces of Old Spice indicate that the brand has repositioned itself for this archetype.

·         The Lover
Sensuality is the main characteristic feature of this type. He is energetically strong, passionate and is always hungry for strong sensations. At the same time he can be both an idealist, and a romantic, yearning for ideal love. Baileys, Victoria`s Secret, Hallmark perfectly match to the archetype description above.

Identification of brand archetype and work with it.

1. Identify the essence of a product category.
Identify main archetype, but before find out values, mission, associations, stereotypes of the audience.

2. History and communication.
It is not necessary to keep the history of the brand only within strict framework of one archetype. You can add features and properties to others: the Creator’s archetype can be diligently “diluted” with features of the Innocent’s archetype.

Create a unique story for your brand, only then it will win hearts and recognition, like we did in Shopping Cart Elite!

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