The human world is filled with stories, based on which we recreate what we know and what inspires us. In these stories we create, we convey values: joy, wisdom, courage, creativity and many, many others. It is the same with creating a brand - it is also building a story. We then answer questions such as: who are we? What do we believe in? Why are we here? The theory of archetypes - one of the popular methods in building a brand communication strategy - comes to our aid in finding answers.
Stories are the most natural forms of interpersonal communication. We like to share them – after a long day over dinner, by a campfire on vacation, or even over coffee in a favorite cafe. In each story, we meet a hero who is characterized by certain traits and who is guided by certain values. It can be a tender lover, a hero inspiring great deeds, or even a sage seeking balance. There are many possibilities, but all of these characters have one thing in common – they are an essential element of every myth, fairy tale or story. Your company can be one of those characters. After all, many of us create stories about the brands we co-create every day. However, to do it consciously, it is worth discovering who our brand is.
Archetypes – what are they?
The concept of an archetype was popularized in the first half of the 20th century by Carl Gustav Jung. This Swiss psychiatrist and psychologist noticed recurring motifs in various works and behaviors. He defined them as archetypes, defining them as highly developed elements of the collective unconscious, certain universal patterns that we as humans recognize in the world around us.
A little later, the American anthropologist, religious scholar and writer Joseph Campbell noticed that myths share the same story pattern, which he called the monomyth.
Based on the achievements of these scientists, in 2001 Margaret Mark and Carol S. Pearson published their book devoted to archetypes in brand management. According to the authors, the lack of a strong brand forces managers to compete on price, and this can sooner or later lead to the collapse of the company.
According to them, a brand should have a story behind it that will allow it to build relationships with both current and potential customers. This story should bring out the best in the brand and indicate the direction it will go. Thanks to their theory, which consists of 12 archetypes, companies have a chance to effectively manage the meaning of their brands.
12 Characters in Archetype Theory
Margaret Mark and Carol S. Pearson identified 12 personas that can reflect the brand's DNA. Each of these attitudes is a reference to specific human needs. In everyday life, people constantly face difficult choices in search of their place. What is more important to them: independence or belonging to a group? What about challenges? Do they prefer stability or taking risks? In brand management, the art also lies in making a decision and giving it the right personality that satisfies the right desires of recipients.
Archetypes related to independence is: Innocent, Explorer, Sage.
Archetypes related to affiliation to the group are: Prankster, Everyday Hero (Ordinary Man), Lover.
Archetypes related to stabilization is: Creator, Guardian, Ruler.
Archetypes related to decision-making Risks are: Fearless Hero, Rebel, Wizard.
Innocent
is a sincere, straightforward character, characterized by a big heart. His goal is to perpetuate truth and justice, but injustice and evil stand in his way. Examples of such brands are: Coca Cola and Dove.
Traveler
explores the world and discovers new territories. He is curious and brave. However, his plans can be thwarted by cognitive limitations and the adversities of everyday life. Examples of such brands are: Red Bull and Jeep.
Sage
seeks truth, wants to learn the greatest secrets of life. He is intelligent and constantly seeks knowledge. However, obstacles are thrown in his way by such opponents as Ignorance and Lies. Examples of such brands are: Barnes&Noble, Audi.
Jester
aims to entertain others and enjoy life. Characterized by a sense of humor and joy. Hates boredom. Examples of such brands are: M&M's and Old Spice.
Everyday Hero (Ordinary Man)
is a character who stands firmly on the ground and is direct. He feels best when he is part of a community. Then he achieves peace. His biggest opponent is the lack of acceptance from his surroundings. Examples of such brands are: magazine People and IKEA.
Lover
follows his heart. Emotional needs are most important to him. He is characterized by hot blood and sensuality. Reason and lack of passion stand in his way. Examples of such brands are: Alfa Romeo, Victoria's Secret.
Creator
is someone for whom imagination and creativity are the highest values. He creates and develops new ways of expressing his own self. His opponents are repetition and passivity. Examples of such brands are: LEGO and Apple.
Guardian
is someone who helps and supports others. He is caring and gives a lot of himself for the good of others. His plans can be thwarted by selfishness. Examples of such brands are: Volvo, Nestle.
Ruler
takes control, provides security and establishes order. It is characterized by the ability to be a leader, authority and class. However, it can be overthrown by rebellion and chaos. Examples of such brands are: Mercedes and Microsoft.
Fearless Hero
he is brave, fearless and self-confident. He fights for a better world, believing that everyone can be a winner. His main enemies are fear and weakness. Examples of such brands are Nike and the Red Cross.
Rebel
goes against the grain and breaks the rules. Rebelling, he refuses to compromise. The system and dominant norms try to limit him. An example of such a brand is Harley-Davidson.
Wizard
he is full of ideas and constantly surprises. He wants to fulfill dreams and prove that the impossible does not exist. Stagnation and lack of control stand in his way. Examples of such brands are: Disney or AXE.
Summary
It is worth considering what kind of personality your brand presents and what values it espouses. What story could it tell? The consistency of communication is very important. It is better not to leave it to chance. Choosing the right archetype will help you with this and will make you better understand and satisfy the needs of your customers. They will reward you with commitment and loyalty, which will prove to be the key to your success in a competitive market.
What's worth reading?
- Mark M., Pearson CS, The Hero And The Outlow. Building Extraordinary Brands Through The Power of Archetypes, 2001.
- Fog. K, Budtz Ch., Munch P., Blanchette S., Storytelling. Narration in advertising and business, Warsaw 2011.
Feeling like you need more knowledge? Read our other articles:
- Do Marketing Like Them: A Summary of 2019 Cultural Marketing Campaigns That Stole My Heart.
- Make Your Ad Great: An Introduction to Facebook Ads Manager. Part 1
- Design Thinking at the Beginning of the Road, or What is Design Thinking All About?
- Organize Your Ad Account in 30 Minutes: About Naming Your Facebook Campaign
- Learn How to Get Fans on Facebook for Free. In 3 Minutes!