What are archetypes and how they can help your business


In short, archetypes are personifications of the main human emotions. Identifying the main archetypes of your brand will make it easier to recognize the audience that relates emotionally to you.

What are Archetypes

The Archetype is the ideal model of something, and Jung – founder of analytical psychology – believed that these representations were present in everyone’s unconscious, influencing emotions, having and receiving decisions

He defined 12 archetypes with their motivations, set of values ​​and characteristics that are widely used by successful brands to attract consumers who identify with their archetypal personality.

For those who want to build a brand image based on the ideal persona, knowledge about the 12 archetypes is essential for you to be able to identify the true personality of your business.

The archetype represents a pattern of ideas and ways of thinking that is consistent over time, across generations and cultures.

Archetypes in Branding

Jung’s 12 archetypes

Here is a summary of each archetype according to Jung’s classification. Each of them directly represents a human emotion or desire, which is grouped from four essential motivators:

Participate in a journey of spiritual evolution, a search for paradise.

Make a difference, leave a legacy, a mark on the world.

Connect with other human beings.

Guarantee a structure in which you want to live.

  • Participar de uma jornada de evolução espiritual, uma busca pelo paraíso.
  • Fazer a diferença, deixar um legado, uma marca no mundo.
  • Conectar-se com os outros seres humanos.
  • Garantir a estrutura em que se quer viver.

The Innocent: wants to be happy above all and believes in a better world. Fear: doing something wrong and being punished Wish: be happy

The Sage: wants to understand the world through study and automatic reflection. Fear: being deceived or being ignorant Desire: find the truth

The Explorer: freedom is the most important value and seeks to escape boredom. Fear: Feeling trapped, boredom and inner emptiness Desire: to experience the best side of life

The Rebel: likes to break rules, draw attention to himself. Fear: not being able to act Desire: do away with what no longer Works

The Wizard: seeks to know the vision of the fundamental laws of the universe. Fear: negative and unintended consequences of your actions Desire: make dreams come true

The Hero: believes that with courage it is possible to achieve anything. Fear: being a coward or showing weakness Desire: prove your worth through courageous acts

The Seducer: his focus is on relating to other people. Fear: being alone or being rejected Desire: to be on the move with people who love

The Joker: bet on humor and the idea of ​​living in the moment, making the most of it. Fear: annoy others or yourself Desire: light up the world

The Common Person: has the desire to belong to the group, being equal to the others. Fear: being out of the group or standing out Desire: being part of the whole

The Caregiver: has a great desire to help other people as he would with himself. Fear: not being recognized and receiving ingratitude Desire: protecting other people

The governor: his greatest desire is to exercise power. Fear: lack of control Desire: to create something successful and prosperous

The Creative: has the gift of creativity and needs to express it through meaningful actions. Fear: being mediocre Desire: turning ideas into something of value

Fonte: Viver De Blog e Wikipédia

How can archetypes help my business?

The main concept of archetypes is related to language and general communication, that is, to the way we express ourselves and understand the world around us, whether by verbal means or not.

When your customers look at your brand (name, logo, slogan), they unconsciously relate these elements to the archetypes present in their own repertoire of emotions already experienced.

For example, if we want to be considered as a kind and empathetic brand, we cannot have an authorized communication. Or, if our brand speaks of nature, it makes no sense to use many technological or fantastic elements, as they are not natural.

When you are sure of your true identity, it will be easier to identify the powerful archetypes that represent your emotions, intentions and motivations. Recognizing and using archetypes correctly generates an automatic connection of affinity with the public that also identifies with the same archetypes.

Once determined, use these archetypes and their essential elements in all communication and the content you produce.

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Do you want to read more? Also read the in-depth article on how to use archetypes for sales and digital marketing.

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