12 Archetypes to Consider for Your Brand

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Editor’s Note:  This is the first of two articles exploring the 12 branding archetypes many companies use to nurture their brands. 

People naturally connect with 12 distinct archetypes. Each of these unique archetypes — which were first identified by the psychologist Carl Jung in the early 20th Century — express a separate familiar human emotion, from comfort and familiarity to excitement and danger.

Choosing one of these 12 archetypes to represent your brand in your web design and other marketing will allow your customers to make instant, instinctual connections with your company.

Here, then, are the first 6 of Jung’s 12 archetypes and what the express:

  • The Innocent — The goal of the Innocent is to be happy. It’s often used by companies that want to appear trustworthy, honest and reliable. Examples include Coca-Cola, Cottonelle bathroom tissue, and Dove bath soap.
  • The Regular Guy — All this archetype wants to do is to fit in and be part of the crowd. It’s used by companies that seek popularity and a sense of belonging, such as eBay and Home Depot.
  • The Hero — Quite simply, the hero wants to save the world. Companies using this archetype want to be agents of change, to represent the weak or disenfranchised, or to allow people to express their true selves. Examples include Harley-Davidson motorcycles and Richard Branson’s Virgin empire.
  • The  Explorer — The Explorer thrives from new discoveries and experiences. This archetype is used by companies that want to appear exciting and as risk-takers, such as Apple and Red Bull.
  • The Creator — The goal of the Creator is to give meaning and enduring value. Companies that use this archetype are trying to tell customers that they are visionary, that they can help customers express themselves in some sort of creative way. Examples include Lego, Crayola and Playskool.

In the second part of this series, we will be looking at the remaining six most common web design branding archetypes.

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