Discover your archetype
Archetypes: How they can shape your strong corporate identity.
In the dynamic world of business strategy and brand development, it is essential that companies know not only who they are, but also how they want to present themselves to the world. A powerful tool for achieving this is the use of archetypes. Archetypes are universal symbols or characters that are deeply rooted in our culture and help us make meaning of the world around us. By choosing an archetype that fits your company's identity and values, you can create a consistent and recognizable brand experience. But how exactly does this work, and which archetype fits your company?
Artist Guardian Leader Hero Hero Magician Companion Lover Jester Primal Mother Destroyer Rebel Destroyer Wise. \ Artiest \ Bewaker \ Leider \ Held \ Magiër \ Metgezel \ Minnaar \ Nar \ Oermoeder \ Onschuldige \ Ontdekker \ Rebel \ Verleider \ Wijze \ Artiest \ Bewaker \ Leider \ Held \ Magiër \ Metgezel \ Minnaar \ Nar \ Oermoeder \ Onschuldige \ Ontdekker \ Rebel \ Verleider \ Wijze \
Archetypes of Jung
Archetypes are concepts originally introduced by Swiss psychologist Carl Jung. He defined archetypes as universal, innate models of people, behaviors or personalities that represent a collective unconscious. In the context of marketing and branding, archetypes are used to make brands more human and recognizable. This is done by associating a brand with a specific set of values, emotions and behaviors that people intuitively understand.
In addition to using archetypes to develop personas that represent your target audience, you can also use archetypes how you want to come across to your target audience. We use archetypes to establish the branding of a company.
We here at AlienTrick have put a little twist on the original list of archetypes, describing some archetypes slightly differently and adding two. We did this because we found that in some companies there was just a bit of contrast between certain characteristics and thus the archetypes.
These archetypes are divided into 4 quadrants separated by 2 axes; from individual to social and from emotion to knowledge. The 4 quadrants represent shared overarching values; excitement, power, warmth and security.
- The Artist (Creator): Stands for innovation and creativity, always looking for new ideas and innovative solutions.
- The Guardian: Works systematically and in a controlled manner and is thus very disciplined.
- The Leader (Ruler): Commits to control, order and power, with the goal of maintaining stability and structure.
- The Hero: Driven by courage and determination, the Hero strives to overcome obstacles and achieve goals.
- The Magician: Transforms and innovates, seeking to change people and situations through vision and intuition.
- The Companion (Ordinary Man): Stands for equality and connection, and seeks authenticity and commonality.
- The Lover (Beloved): Focuses on relationships, connection and love, and wants to inspire and support others.
- The Jester (Jester): Brings joy and fun, challenging conventions through humor and playfulness.
- The Primal Mother (Caregiver): Cares for others and is committed to protection and safety.
- The Innocent: Believes in purity and simplicity, and wants to create a world full of joy and happiness.
- The Explorer: Seeks adventure and new experiences, and wants to discover and explore the world.
- The Rebel: Challenges the status quo and wants to bring about change by breaking down conventions.
- The Seducer: Is passionate and glamorous and has a charismatic nature.
- The Sage: Seeks knowledge and understanding, and strives for truth and wisdom.
Your brand strategy
To apply archetypes effectively, you must first clearly define your company's core identity. Ask yourself the following questions:
- What are the most important values of our company?
- What do we want customers to feel when they experience our brand?
- How do we want our company to be perceived in the marketplace?
Once you have answered these questions, you can begin to identify the archetype (and any sub-archetype) that best aligns with your business values and goals.
Thus, KLM really has the Leader archetype. The airline evokes a sense of nostalgia and exclusivity. The sleek blue logo, with the crown, exudes royal allure and subtly refers to blue blood. As a KLM member, you belong to a select group that enjoys the flying blue concept. The miniature porcelain canal houses have also become sought-after collector's items. Flying with KLM is seen as a status symbol. The tickets are more expensive than budget airlines, the planes look more spacious, and the experience oozes luxury and comfort. KLM presents itself as a reliable choice for rested and safe travel.
And then you have the Magnum brand as the ultimate Seducer. The brand plays heavily on the senses in its campaigns, with images of eyes, lips and sensual ice creams where caramel, for example, drips seductively. This seductive aura is reinforced by the use of numerous adjectives.
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The archetype as a compass
Choosing an archetype is not only about how you want to be seen by your customers, but also about who you want to be in the world as a company. This archetype should resonate with your company's internal culture and the way your team works together and functions. Ask yourself the question, "Who do we want to be in our market and community?" If the answer is that you want to be a source of inspiration and knowledge, then the Wise archetype might be your choice. If you want to make a positive impact and make people smile and feel good, it can be Jester archetype are appropriate.
Choosing the right archetype not only helps create a strong brand, but it also acts as an internal compass. It helps you make decisions that are consistent with your brand values and ensures that your brand experience remains coherent and authentic at all levels.
Powerful tool
Archetypes offer a powerful tool to define and strengthen your company's identity. By choosing an archetype that resonates with your values and goals, you can create a strong, recognizable brand personality that appeals to and builds customer loyalty. So, who do you, as a company, want to be in your world? The choices are diverse, but by choosing the right archetype, you lay a solid foundation for long-term success and impact.
We have already helped many clients research which archetype suits them best and use this as a basis for various activities. Like creating a clear positioning, rebranding (new corporate identity), campaign concept, tone-of-voice on the website and socials, etc. Would you like us to help your company with this? Get in touch!
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Raymond
Strategy Director and co-founder