Business,  Business,  Marketing and Branding

Jung’s 12 Brand Personality Archetypes

Personality, previous experiences, and other people’s opinions can influence a consumer’s decisions to buy your product or use your service. Although quality and benefits are equally important, these may hold little value in a saturated market -where everyone is doing the same business (–starting a new blog in 2020). Establishing a brand identity is crucial, but it needs to have a “personality” to be more effective. A business or brand personality represents the human aspect of a business that helps your brand reach out to its consumers. Having a brand personality will guide you in choosing and aligning the elements of your brand identity. Just as your personality influences your lifestyle and choices.

  1. THE INNOCENT
  2. THE SAGE
  3. THE EXPLORER
  4. THE OUTLAW
  5. THE MAGICIAN
  6. THE HERO
  7. THE LOVER
  8. THE JESTER
  9. THE EVERYMAN
  10. THE CAREGIVER
  11. THE RULER
  12. THE CREATOR
Brand Archetypes - Brand Personality - Jung

Marketing Model: Brand Peronality Archetypes

THE INNOCENT
Voice: Concise, Accepting, Optimistic/Cheerful, Unpretentious/Straightforward, Nostalgic
Wants/Makes you: feel safe, natural
Ideals: Simple, Pure, Loyal
Fear: Punishment for breaking rules, Cannot fulfill a promise, Being tainted
Strategy: Do what is morally right, Create a feel-good spirit
Weaknesses: Can be Boring, Naive,
Talents: Faith, Optimism,
Motto: Do right. No worries.

Innocent Archetype

THE SAGE
Voice: Guiding, Factual -fewer emotions
Wants: to understand and find the truth
Ideals: Intelligence, Authority/Expertise, Calm,
Fear: Ignorance, Confusion, Being wrong, Misinformation
Strategy: Seek information and provide practical advice
Weaknesses: Indecisive, Obsession with detail, Overthinking
Talents: Decisive, Influence, Objective, Life-long Learner
Motto: Knowledge is power

Sage Archetype

THE EXPLORER
Voice: Exciting, Daring, Encourage
Wants: to be free and live a life worth living
Ideals: Independence, Self-Discovery
Fear: Conformity, Feeling Trapped, Incarceration, Immobility
Strategy: Rise up to the challenge, explore alternatives,
Weaknesses: May not fit-in; aimless;
Talents: Adventurous, Risk-taker, Free
Motto: Life is an adventure.

Explorer Archetype

THE OUTLAW
Voice: Disruptive, Rebellious,
Wants: to liberate and start a revolution -change the status quo
Ideals: Liberation, Independence
Fear: Dependence, Servitude, Conformity
Strategy: Destroy then rebuild
Weaknesses: Can pursue negative ways, too unorthodox ways
Talents: Inspiring, pave the way to change
Motto: Rules are meant to be broken

Outlaw Archetype

THE MAGICIAN
Voice: Mystical, Reassuring
Wants: to have power
Ideals: Transformation, inspiration, dynamics
Fear: Stagnation, uncertainty, unforeseen negatives
Strategy: Pursue a vision and transform reality
Weaknesses: manipulation
Talents: Simplifying things,
Motto: Make things happen

Magician Archetype

THE HERO
Voice: Candid/Direct, Challenging/Motivational,
Wants: to master
Ideals: Honesty, bravery, focus
Fear: Incompetence, deterioration, vulnerability
Strategy: Become stronger and better
Weaknesses: Arrogance, always seeking competition
Desire: Prove one’s worth
Motto: No excuses, find a way to make the world a better place

Hero Archetype

THE LOVER
Voice: Empathetic, Romantic, Warm and Sensual, Appreciative
Wants: intimacy and feel desired
Ideals: emotions, affections, pleasure
Fear: Rejection, Isolation, Loneliness
Strategy: be the most attractive, reaffirm positive traits, provide red-carpet treatment
Weaknesses: Too selfless and idealistic, may create unnecessary drama
Talents: Fully committed and passionate
Motto: Beauty cannot be ignored

Lover Archetype

THE JESTER
Voice: Fun, Optimistic, Playful, Mischievous, Humor. Sarcasm, Easy-going
Wants: to bring enjoyment, enjoy life, and have a great time
Ideals: lighten up the world,
Fear: Boredom, Gloom,
Strategy: Add humor and appreciate life,
Weaknesses: wasting time, frivolous, can be disrespectful or unsuitable
Talents: bring laughter, being the center of attention
Motto: Live in the moment

Jester Archetype

THE EVERY MAN (REGULAR GUY)
Voice: Friendly, Authentic, Relatable, Act as a peer
Wants: to belong, inclusion
Ideals: humility, hard work, build connections
Fear: To be left out, Be judged
Strategy: create a community, provide comfort
Weaknesses: losing oneself, lack distinctive character, not a leader
Talents: Authenticity, Realism
Motto: Everyone is equal

Everyman Archetype

THE CAREGIVER
Voice: Selfless, Encouraging, Considerate
Wants to/Makes you: serve and care for others
Ideals: Nurture, Protect, Benevolence
Fear: Ingratitude. Helplessness, Taken for granted,
Strategy: Provide. Do things for others
Weaknesses: taken advantage of, exploited, Cannot say n
Talents: Compassion, Generosity
Motto: Love thy neighbor

Caregiver Archetype

THE RULER
Voice: Commanding, Confident, Refined, Simple but Sophisticated,
Wants to/Makes you: feel in power, control, secured, and important, good taste
Ideals: Success, Wealth, Dominance, Luxury/High-Standard
Fear: Chaos, Weakness, Failure, Poverty, Losing control
Strategy: Show superiority and exclusivity, Lead others to success,
Weaknesses: Can be too controlling; inability to delegate
Talents: Organized, Leader, Responsible, Goal-oriented
Motto: Power is the only thing that matters

Ruler Archetype

THE CREATOR
Voice: Descriptive, Visual, Expressive
Wants/Makes you: innovate; create things with value
Ideals: Originality/Unique, Vision, Aesthetics
Fear: Stagnation, Poor execution/results, Criticisms
Strategy: Enhance skills, encourage originality and DIY solutions, creative thinking
Weaknesses: Perfectionism. impractical solutions
Talents: Creativity, Imagination, Curiosity, Craftmanship
Motto: You create your reality -uncover potentials; if you can think it, you can do it

Creator Archetype

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