The 12 archetypes within the marketing
The 12 fundamental structures of the human imagination and behaviour patterns, that are universal in very culture.
The term originates in the 20. Century philosophy and was introduced by C.J. Jung (*July 26th, 1875 in Kesswill, Switzerland, June 6th, 1961 in Küsnacht/ Zurich; swiss psychologist and founder of the analytic psychology) into the field of psychology.
These archetypes simplify the successful storytelling process. They represent images of heroes, that the audience will find themselves reflected in. Archetypes can be a person, a company or even a brand.
Archetypes for your brand
Every successful brand has to define two kind of archetypes. Primarily the archetype of your brand itself. That means, that you have to become aware, how you (as a company) want to be perceived, what values you stand for and what represents your “Why” the best.
Archetypes for your target group
The second determination is for your target group. The lesser known usage of the archetype is the combination with the “Persona”. Marketers use the persona to concretize the target group. Every participant should have an exact image/ face to whom he speaks to or creates content/ products for.
Get to know the 12 archetypes and find out, which one will characterize your company distinctively and you can derive your brand language from there. You will see, that your personality/ your brand personality will fit into multiple categories as you get to know the archetypes. The point is, to determine the basic orientation for yourself and choose the characteristic that you would see primarily for your company.
The 12 archetypes can be organized into four basic motivations (order, fulfillment, change and connection). The three archetypes, that belong into this motivation are the specifications and manifestations within this basic motivation.
As a first step, you will choose a basic motivation, Then you can review the three graphics with the corresponding archetypes and choose the one with the most fitting character traits. It follows a detailed description of your archetype with the fitting diction included.
His motto is “If there is a will, there will be a way”. A hero is brave and disciplined. He is working hard to improve himself. He meets challenges and masters difficult situations A typical hero is the basketball player Dirk Nowitzki. Hero-brands are Porsche or Nike. The hero talks motivating, directly and confident. This should be taken into account for your communication.
Rules are made to be broken. The outlaw is radical – protest, revolution or shock. In direct contrast to the hero, he will resist the mainstream. Typical outlaws are Elon Musk or the young Steve Jobs. Brands are Tesla or Harley Davidson. The outlaw’s tone is provoking, direct and sassy.
The magician can enable things, no one else would suspect. He aims for the understanding of the rules of the universe, to make the world into a better place. A typical magician is the older Steve Jobs. Brands are Apple and Google. The magician uses an expressive and moving language.
Adventuresome and creative are characteristics of this archetype. Creators are artists, inventors or builder – they want to put a vision into action. A typical creator was Leonardo DaVinci. Brands are Andy Warhol or Farber Castell. The creator uses many metaphors and descriptive language, that outlines his uniqueness at the same time.
He will look after other people, is thoughtful and empathetic. He wants to help everybody, support and protect them. A typical caregiver was Lady DI. Brands, that value protection, are ADAC and Dove. The caregiver talks friendly and with intent, for the good of all.
The ruler is in pursuit of power and control, but at the same time looking for a harmonic surrounding. He tries to use his power to do good things. A typical ruler is Angela Merkel. Brands, that fall into this category are Mercedes Benz and Rolex. A ruler has to talk powerful and dominant. But he shouldn’t forget about the noble aspect of ruling.
[Translate to Englisch:]
Der Herrscher strebt nach Kontrolle und Macht, zugleich aber nach einem harmonischen Umfeld. Er versucht, seine Macht für Gutes zu nutzen. Eine typische Herrscherin ist Angela Merkel. Marken, die zu diesem Archetyp zählen, sind Mercedes Benz und Rolex. Ein Herrscher muss machtvoll und herrschend reden. Dabei sollte er aber auch das Edle nicht aus den Augen verlieren, um nicht zu dominant zu wirken.
The innocent is curious, spontaneous and optimistic. His most important values are luck and trust. A typical innocent is the Dalai Lama. Brands are McDonalds and Evian. The innocent talks in a simple language and is open and optimistic.
The explorer is called by the world. He travels a lot, tries new things and likes his independence most of all. A typical explorer is Reinhold Messner. Brands are Virgin and North Face.
An explorer is open while communicating, but is strength orientated at the same time.
The sage is in pursuit of the truth. He wants to get to know the world with intelligence and analytic abilities. He is eager to learn, curious and diligent. A typical sage is Albert Einstein. Brands are TED and the London School of Economics and Political Science. The sage thinks a lot about his words and chooses carefully. He is intelligent, fact-orientated and dissecting.
A jester is looking for fun and joy. He cares about the sympathy of other people, so he entertains them. He is living in the now. A typical jester is Stefan Raab. Brands are Media Markt and Axe. Like every prankster, the jester is funny and humorous when he talks. A certain dash of irony is mandatory.
He is an inconspicuous fellow citizen, a democrate, who negates privileges and is down-to-earth. He is a loyal companion. He can fit in any group and play his part. Typical everymen are the Albrecht brothers (Aldi-founders). Typical brands are VW and IKEA. Respect and honesty will bring him further. The everyman is friendly, but practical at the same time, exactly like his language.
The lover is passionate and seductive, He can give other people the feeling of being uniquely. But he wants to be loved in return. A typical lover is Marilyn Monroe. Brands are Agent Provocateur and Chanel. If you can use as many descriptive words as the lover, you might be received as affected. But this is due to your passion.