You already know that archetypes are personifications of human emotions. Here we will talk about the use of these archetypes for sales and digital marketing (online / offline).
In this article I will address the 12 Jungian archetypes, which are related to language in general. As communication tools, they serve very well to facilitate people’s understanding when telling stories and allegories.
Over time, literature, theater, cinema and TV have already dominated the use of archetypes to create public identification with the characters. This type of resource is very powerful because it can create an immediate, and deeper, emotional connection between your audience and your brand.
Knowing the main archetypes that represent your brand is essential to improve your attraction and relationship. This clarity will certainly facilitate your communication with an audience that automatically identifies with the same archetypes.
Using the 12 archetypes for sales and digital marketing
Let us now look at the particularities of each archetype in advertising and marketing. See also some brands that use these archetypes to attract customers, as well as related cultural references.
Desire: to live in paradise with happiness;
Fear: making mistakes and being punished;
Strategy: do things the right way.
To reach this audience, one must simulate the concepts of simplicity and purity. For the innocent seeks to adapt his lifestyle to a more natural and simple way, in order to exercise fullness and experience paradise.
He wants to be free from the conventions of society, with the hope of returning to pure life, without the worries of modern life.
Brands: Johnson’s hygiene line, Veja cleaning line (promises a germ-free life for a healthy family).
Movies: Forest Gump, American Beauty, Titanic.
- Desire: to achieve happiness through knowledge and truth;
- Fear: being deceived, deluded or being ignorant;
- Strategy: seek self-knowledge and develop skills.
To seek the supreme truth that liberates you to a full life. Through knowledge of processes and information flows, he wants to control, evaluate and validate. He is the expert archetype, but methodical and detailed. Identifies with brands and products that instigate creativity, intellectual skills and everything that makes you think.
Brands: Technical books, Discovery Channel;
Movies: Plots elaborated as the Butterfly Effect and 007 investigation films.
Explorer / Adventurer
- Desire: freedom to live your discovery, worldwide;
- Fear: getting stuck in a situation or settling down;
- Strategy: travel, search for new things and escape boredom and routine.
To reach this audience, one must resort to adventure and breaking of rules. Because the Explorer is a restless profile, looking for products that help the journey, that is, it will only be useful that will make you free and independent, products for the routine.
Associated with generation Y, who live on the move and do not accept the rules of modern life, seeking individuality around the world fleeing routine.
Brands: Levis, McDonalds, Starbucks
Movies: Indiana Jones, Easy Rider, Mad Max, Fight Club.
Rebel / Outlaw
- Desire: revolution or revenge;
- Fear: being common or not having power;
- Strategy: break, destroy and hatch.
Faithful to its values, and not to the values of society, but lacking by nature. There is a need to draw attention, even if it is necessary to commit crimes, shock and humiliate. With sarcastic and cynical behavior, try to unbalance the situation and have control.
Outlaws are generally maladjusted and despised in society with rules and judgment. He does not want to be worshiped, but feared. Its habitat is dark in places far from civilization. Often associated with the use of drugs or gangs.
To understand its appeal, it is necessary to keep in mind that during the life-changing phases (adolescence and middle age) the psyche is linked to death, which in this case has the sense of renewal. That is why it is common for these bands of public to have a positive association with the outlaw archetype, through their symbols of change.
Brands: Harley-Davidson, Apple, MTV
Movies: The Godfather, Bonnie & Clyde, Easy Rider, Suicide Squad
Wizard / Mystic
- Desire: to know and master the laws that govern the universe and things; Fear: negative and unexpected consequences; Strategy: develop a vision.
The uses of knowledge that cannot be explained with numbers, this archetype embodies magical wisdom, science, religion and technology to understand the mechanism of people and objects in the universe.
The magician is associated: with products that heal or relax, and high technology due to the ability to catalyze changes.
The dark side of this archetype is the ability to manipulate people through mental and subliminal traps, promoting and instilling separatist and fascist ideas.
Brands: Mastercard, Universal Church
Movies: Harry Potter, The Lord of the Rings, The Wizard of Oz
- Desire: to prove your worth through courageous and difficult actions; Fear: being weak or vulnerable; Strategy: be as competent and courageous as possible.
A dynamic and agile consumer profile. The brands that intend to explore this archetype offer products that linked to skills offer challenges to danger and speed.
The hero is disciplined and proud, focusing his efforts on being the best and standing out for determined choices. This is how he fulfills his primary need, protecting others and doing everything that needs to be done. The problem with this archetype is its tendency to, when out of control, become arrogant and reckless by exposing others to danger. The hero can easily become a villain when he subdues his opponent or when he has an index of pure domination, without measuring consequences.
Brands: Nike (Just do it – break the rules, become the best) FedEx (trust me, I guarantee);
Movies: Star Wars, Rambo, Gladiator, Wonder Woman
Lover / Seducer
- Desire: to connect with others through sensuality;
- Fear: being rejected;
- Strategy: become attractive, physically and emotionally.
- This archetype is associated with several brands in the world of fashion and aesthetics. It is characterized by the cult of beauty, elegance, valorization of sex, eroticism, bodily admiration and other ephemeral pleasures.
Brands: Playboy, Coco Chanel
Movies: Don Juan, One step from eternity,
Playful / Jester
- Desire: to live the joy of the moment;
- Fear: becoming dull;
- Strategy: play and be pleasant.
It is a true archetype, which is not concerned with hiding in the group. But he wants to be accepted as he is, with his spontaneous and playful way of looking at life.
Bobo da Corte helps to make boring hypotheses less burdensome, leading to uncompromised and relaxed life. Allowing innovation and informality to simplify tedious daily tasks.
Brands: Mc Donalds
Movies: Patch Adams, Crazy People, Mr. Bean
Ordinary person / orphan
- Desire: to establish connection with others; Fear: not being accepted, being rejected for your ideas; Strategy: level up using common virtues
The common guy is the most democratic of the archetypes, and is present in different segments of society. Often associated with mild and peaceful feelings, these people do not explain their convictions and thus preserve their identity in the crowd. They do not want to stand out, but to fit into an implemented scheme in which they feel they are an integral part of effective. They always run the risk of manipulation when following the group, often canceling their wants and desires.
Brands: Brahma Beer (the “sou brahmeiro” defines the characteristics common to the group);
Movies: a classic example is that typical film from the Afternoon session, where an adolescent struggles to be part of fraternity X and to be able to fit in the common characteristics, even if for this he is forced to ignore his convictions.
Caregiver / Caregiver
- Desire: to protect others from evil;
- Fear: selfishness, ingratitude;
- Strategy: doing things for others.
This archetype is selfless and driven by generosity. He fears instability and difficulty, due to the impact on people who are less fortunate or less resilient.
In marketing, the Caregiver is perceived in any activities related to the provision of services, both for compelling and for associations, such as, for example, clothing repair, house cleaning, restoration of objects, health care and well-being of the sick or elderly. , between others.
To be considered effective, it is taken into account as consumer concerns directed at others. In this case, it should be exposed as having concerns for others, and the product should help you to demonstrate greater commitment and provide ease of action.
Brands: Evernote, Buscapé;
Movies: 3 bachelors and a baby, Happiness can’t be bought, An almost perfect nanny.
Governor / Manager
- Desire: to have control;
- Fear: chaos, the coup;
- Strategy: leadership to leadership.
The Ruler is always without command. It is typical of him to be defined as an extremely responsible individual with important decisions.
This archetype wants leadership and power. If it becomes more ambitious, it would be concerned with the well-being of society.
In marketing, the Governor is perceived in the products and services that safeguard and encourage the administration of charges in an appropriate manner, reaffirming the power and prestige of the consumer. Credit cards, institutions, computers and financial products to the class “A” target audience are some examples.
Brands: Microsoft, Cadillac, Porto Seguro
Movies: The social network, Wall Street, The Iron Lady
Creative / Inventor
- Desire: to create something of lasting value; Fear: having mediocre ideas or being mediocre in execution; Strategy: development of control and aptitude in the artistic area.
When the Creator’s archetype is active in requirements, they feel compelled to create or innovate – otherwise, they suffocate.
Currently, everyday hypotheses are out of control of requirements, which channel their problems and difficulties into creativity, using it as an escape valve. For example, artistic activities are useful in satisfying the desire for harmony and stability, in addition to raising the individual’s self-esteem.
In marketing, the Creator is perceived in all people, as everyone has a form of expression through creativity, exposed through activities such as: painting, sculpture, decoration and others. The Creator’s products tend to assist people in such tasks, providing an evocation of status to the product, usually with high values such as: furniture, sculptures and carpets.
Brands: Crayola, Disney, Ikea
Movies: Charlie and the Chocolate Factory, Muppets, Sesame Street, Toy Story
How to use archetypes in your brand marketing
Now that we have recognized the 12 main archetypes for sales used marketing and advertising, it is time to put them into practice.
Identify the archetypes that embody your audience’s desires;
Give your brand a personality and perspective on these archetypes;
Find and publish your content including stories that connect with the values of these archetypes.
The result is really impressive because an emotional connection with your audience is immediate.
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