Archetypes in marketing are used to make one’s brand stand out.

If you are wondering what archetypes are in marketing you are in the right place! Let us make a necessary premise: building the brand today is one of the main activities for a company that wants to be recognized in the market for its unique value.

Therefore, knowing the topic and understanding how to use archetypes in Brand Design is helpful to build a damn powerful strategy, but more importantly to communicate better with your target audience.

Archetypes in marketing: why is it important to know them?

The archetype is the symbol that encapsulates the characteristics of certain personality types. Each person can identify with an archetype (or multiple archetypes), which is why you will need to figure out which archetype your audience most identifies with. This will allow you to build a strategy that works and great personal branding.

Keep one thing in mind: it doesn’t matter if you work in B2B or B2C. In both cases, we are talking about people. It is the people we are addressing, and that is why we should keep in mind all the characteristics (especially psychological) of our audience. The goal is to strengthen the relationship, to build an ecosystem in which our target audience can recognize themselves.

Delving into archetypes in marketing will give you a hand in achieving this goal! Leading Neuromarketing manuals- Mariano Diotto’s book “Neurobranding” comes to mind, for example-suggest building a brand through archetypes.

The 12 brand archetypes you absolutely must know about

There are 12 archetypes identified in psychology. Each is grouped into four categories: the Lover, the Wise, the Hero and the Fool.

The challenge for anyone working in marketing is to understand these categories and, by consequence, their audiences.

It has to be said that this challenge has become even more difficult over time as customers today are looking for brands (and brand archetypes) that respond more pointedly and specifically to their needs and desires. The archetypes developed by psychiatrist and philosopher Carl Jung will be your guide to better understand the audience.

Are you ready? Let’s get started!

1. Innocent
2. Sovereign
3. Explorer
4. Hero
5. Creator
6. Wizard
7. Essay
8. Guardian Angel
9. Common Man
10. Rebel
11. Joker
12. Lover

1) Archetype: Innocent

TheInnocent archetype believes in others, in the world, and is able to keep the child inside alive.

By nature, the Innocent is optimistic and confident, and even when facing difficulties he retains that heavenly vision that moves his life.

If you find yourself in this description beware of one thing: this attitude may lead you to deny your weaknesses and make you dependent on others.

Innocent Archetype in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are simplicity and authenticity.

Tone of voice: simple and cheerful with images that refer to nature.

Colors: light and soft, such as white, brownish or green.

Keywords: fruit, goodness, juice.

Hunting for inspiration? The one below is an advertisement that addresses the Innocent Archetype.

2) Archetype: Sovereign

Guess what, leaders and managers are figures who embody the Sovereign Archetype. This archetype aims to build his kingdom, retains the desire for power and control.

If you recognize yourself in this archetype, leadership is your main quality and you use your power to generate positive results, even where chaos reigns.

Sovereign archetypes relate well to technology companies such as IBM, Microsoft, Sabanet.

Sovereign Archetype in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are simplicity and authenticity.

Tone of voice: refined and elegant

Colors: black and blue, symbolizing authority and stability.

Keywords: elegance, luxury, movement.

Hunting for inspiration? The one below is an advertisement that addresses the Sovereign Archetype.

3) Archetype: Explorer

TheExplorer archetype is independent, ambitious and-as the word suggests-wants to explore the world.

If you recognize yourself in this archetype, it is because you experience adventure as a means of innerand outer discovery. You like the unknown, you shy away from your comfort zone to have as many experiences as possible, meet new people, new places.

Be careful, however, not to be led and dominated by restlessness, which could lead you to easily change course.

Explorer archetype in the Communication strategy

On a communicative level, to bring out this archetype, the main values you should convey areindependence and rebellion.

Tone of voice: energetic and bold.

Colors: green and brownish, reminiscent of the colors of nature; black is also a typical color for this archetype because it stands for rebellion.

Keywords: rebellion, innovation.

Hunting for inspiration? The one below is an advertisement that addresses the Exploratory Archetype.

4) Archetype: Hero

TheHero archetype wants to make the world a better place. Therefore, he mainly engages in activities that have great value and significance.

If you have a story that could help someone and be an inspiration because you have overcome so many obstacles and come out on top, this is your moment. If, in addition, you tend to achieve your goals with discipline and competitive spirit, then the Hero is without a doubt your archetype.

Your goal is to generate thewow effect in your listener, inspire them with your content or the services you offer.

Archetype Hero in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are discipline and competitive spirit.

Tone of voice: dreamy, bold, courageous.

Colors: red or, if you prefer to give a touch of elegance to your Communication, also black.

Keywords: wow effect, inspiration.

Hunting for inspiration? The one below is an advertisement that addresses the Hero Archetype.

5) Archetype: Creator

The Creator Archetype in the 12 brand archetypes is the one who creates new ideas instead of rebelling against things.

If you are visionary, innovative and nonconformist, then the Creator archetype is the one that best represents you. Creativity, for you, is your bread and butter, and you use creative solutions even when you have to solve complex problems.

You like to create an object, an entrepreneurial project, but most of all you are fond of the process and the path you trace with perseverance and discipline.

Archetype Creator in Communication Strategy

At the communication level, to bring out this archetype, the main value you should convey is creativity

Tone of voice: inspirational and even a little provocative.

Colors: black and white, but also purple and yellow.

Keywords: dare, discipline.

Hunting for inspiration? The one below is an advertisement that addresses the Creator Archetype.

6) Archetype: Magician

The magician archetype has a power: the ability to transform the ordinary into the extraordinary, to see what others do not see.

You get obsessed with figuring out how things work, and you may get lost in unpragmatic reasoning. Beyond that, however, those who follow you will do so because of the transformation you can generate in them.

In short, you are a great revolutionary.

Archetypal Magician in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are innovation, dynamism, competition.

Tone of voice: charismatic, compelling, out of the box.

Colors: light blue, light blue, purple and red.

Keywords: dynamism.

Hunting for inspiration? The one below is an advertisement that addresses the Magician Archetype.

7) Archetype: Wise

The pursuit of truth and knowledge is the basis of the values of theWise Archetype. You enjoy learning new things and teaching them to others in a simple and understandable way.

Your goal is to understand the world and attain higher knowledge, because you are convinced that the truth sets you free (not surprisingly, it is your motto).

Your aptitude for being a strategic adviser makes you a potential high-level manager or team leader. In addition, you often refer to data, quotes and logical arguments in your work.

Archetype Wise in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are knowledge, simplicity, and management skills.

Tone of voice: refined and authoritative.

Colors: blue, green, dark gray.

Keywords: strategy.

Hunting for inspiration? The one below is an advertisement that addresses the Wise Archetype.

8) Archetype: Guardian Angel

The characteristic of theGuardian Angel archetype is easily guessed: its main purpose is to help others. You are selfless, protective and do not like selfishness, especially in yourself.

People are mostly attracted to your empathy, which is why the messages you craft-emotionally charged-are the ones that resonate most with your followers.

Guardian Angel Archetype in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are empathy and altruism.

Tone of voice: calm, reassuring and gentle.

Colors: white, light blue, light gray.

Keywords: empathy, altruism.

Hunting for inspiration? The one below is an advertisement that addresses the Guardian Angel Archetype.

9) Archetype: Common Man

In the pair archetypal psychology also finds room for the Common Man, simple, honest and empathetic.

Your character makes you suitable for the masses, whom you will treat as equals and with humility. Instead, your deep realism helps you keep your feet on the ground so much that you do not aspire to be different at all costs.

Archetype Common Man in the Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are realism, empathy.

Tone of voice: friendly, humble.

Colors: blue, light blue, gray.

Keywords: deep realism, concreteness.

Hunting for inspiration? The one below is an advertisement that addresses the Archetypal Common Man.

10) Archetype: Rebel

Rebellious, edgy, innovative. These are the main characteristics of theRebel Archetype. You are a real train, able to pull those around you; you are the spark of change and escape from any rule.

Your energy is infectious and you represent everything that is contrary to tradition. Woe betide if you are confronted with entrepreneurs who claim, “We have always done it this way.”

Therefore, for those who decide to follow you, you will be a symbol and be an inspiration.

Rebel Archetype in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are inspiration and energy.

Tone of voice: combative, biting, unconventional.

Colors: yellow and orange.

Keywords: rebellion, boldness, energy.

Hunting for inspiration? The one below is an advertisement that addresses the Rebel Archetype.

11) Archetype: Joker

Take creativity and mix it with sympathy-there you have the Archetypal Prankster.

You madly love freedom of expression and need space to create your own rules and patterns. The secret, in your journey of archetypes in branding, always remains fun.

Sometimes your spirit has to divide between your bookish nature and the determination with which you want to complete projects. In this case, it helps you to prioritize to better organize your work.

Archetypal Prankster in Communication Strategy

At the communication level, to bring out this archetype, the main values you should convey are sympathy and creativity.

Tone of voice: funny, humorous, optimistic.

Colors: yellow, red, orange.

Keywords: effervescence, fun, play.

Hunting for inspiration? The one below is an advertisement that addresses the Archetypal Prankster.

12) Archetype: Lover

All you need is love, it should be said. “Romance” could be the second name for theLover Archetype. Relationships (whether of love or friendship) are most important to you.

You like to be understood, accepted, and you like to be considered attractive. Regarding this last point, you know how to make your character persuasive when communicating with others. We are convinced that your nightstand does not lack the book “The Weapons of Persuasion” by Robert Cialdini.

However, this incredible desire to be seen as an attractive person is a double-edged sword, because you experience rejection or failure very badly.

Archetypal Lover in Communication Strategy

On a communicative level, to bring out this archetype, the main values you should convey are sensuality, empathy.

Tone of voice: sensual, relaxing.

Colors: red in its variations and pink.

Keywords: persuasion, relationships.

Hunting for inspiration? The one below is an advertisement that addresses the Loving Archetype.