Analysing the symbols and myths of the different cultures, Jung established 12 personality archetypes. They are patterns of behaviour that represent specific ways of being that are common in every culture. Sometimes they come to us through the collective unconscious as inherited symbols and images.
Although nowadays we still don’t know how they work at the brain level, or how they are inherited, the archetypes are a way to simplify the most recurrent forms of personality and are very useful in different disciplines, from psychoanalysis to marketing.
Many companies have associated their brand to a personality type in order to connect with their audience. This means that they have created a visual communication, verbal identity, tone of voice and defined a specific vision to the world, their biggest motivation. The whole thing is almost as complex as a person is.
This technique becomes also an useful guide when creating your content strategy and communicating it with consistency, as well as choosing the marketing actions and events that align with your archetype.
In order to define the personality of your brand, think firstly about your own personality, your values and the deep motivations that move you to develop your company. Then choose the slice of it that you want to use to represent your company using the archetypes.
Your inner personality and the public one must be aligned, and you should feel very comfortable with them, therefore you get a consistent brand.
Don’t worry know about a possible evolution over time, that will happen for sure, but it’s not the moment to take care of that.
So, which of these 12 personality archetypes you would like for your audience to identify your brand?
These brands inspire intelligence and analytical skills. They study the environment and want to expand knowledge. They fear ignorance. Examples: Google, Laura Ribas.
The are always optimistic and looking for happiness. They are dreamy and support issues such as friendship, childhood, vitalism. Its negative facet is always wanting to please the other. Examples: Coca-Cola, Disney.
The adventurers who don’t follow the path. They have a deep desire to discover and explore new challenges. The negative point is related to finding the ideal that will never be satisfied or the fear of being targeted. Examples: Amazon, Oye Deb.
Represents the classic leader. It’s associated with premium brands, stable and concerned with excellence, that take care of the status and legacy. The biggest fear they have is losing their position of power. Examples: Mercedes-Benz, Rolex.
These are very innovative brands that give their users the possibility of making their own creations from their products. Their biggest fear is mediocrity. Examples: Lego, YouTube.
They provide maternal attention. If done in excess, the caregiver becomes a martyr who blames others for their sacrifices. Examples: Sanitas, Mapfre.
They are charismatic and inspiring brands. They renew and transform. Its leader also renews and transforms continuously. Its negative facet is a sick person who makes others sick. Examples: Apple, Tesla.
He doesn’t give up. He’s ambitious and likes to win. His biggest fear is weakness or conformism. Examples: Nike, Versace.
They are rebellious and transgressive. They take out the wildest side of their audience and don’t get affected by the opinion of the others too much. In their negative facets they become self-destructive. Examples: Harley Davidson, Hana Kanjaa.
All heart and sensitivity. They are very passionate and seductive brands with an image in which they take care of aesthetics and seek beauty. His biggest fear is not feeling loved. Examples: Value, Häagen-Dazs.
- Jester or crazy
Teach to laugh, even from oneself. He has no mask and usually frees others from his mask. He does not take himself too seriously. At its negative end it can be vague or libidinous. Examples: 7up, Ara Malikian.
- The everyday man
They are the ones that look for the connection through empathy. They want to be close, helpful and easy to understand. Examples: IKEA, La Vecina Rubia.
Which one do you most identify with? Tell me in the comments.