Things to read
No matter what your form of entertainment is, whether that’s reading comic books, historical literature, biographies, watching movies, just reality TV or living your own life, there are common characters that show up across all genres, all times in all different types of media. These timeless characters are universally recognized. The reason this happens is that humans have very universal values.
What one person wants out of their life isn’t so different from what another person wants. And there are different personality types that show up over and over again.
So when you pay attention to these patterns, you can align your brand with a universally recognized character or a theme or a category and it helps people understand what you stand for on a deep, emotional, even subconscious level.
The other reason they’re so powerful is that people want to relate with people and when we’re choosing a brand, it’s like we’re assimilating it into our identity and we’re relating with it on this almost human level. Our brains naturally humanize things even that aren’t human, so, things like animals or like brands, when we’re telling this narrative, this story, we connect with people on that level and they love us for it.
What is Archetype?
The word archetype is made up of two-word forms in Greek, so Arche, which means beginning, and typos, means imprint, And that’s exactly what you want a strong brand to do, you want to create this like a strong first impression or this strong understanding of what your brand stands for. This concept goes way back.
Philosopher, Plato, was playing around with these ideas and discovered the pattern in his work. Then Psychologist, Carl Jung, expanded this work and talked specifically about archetypes as part of our personality and part of our psyche. And more recently, Carol S. Pearson, wrote a few very important books about archetypes, including The Hero and the Outlaw, which describes each of the 12 archetypes that I’m going to explain to you now.
1) Sage archetype
the Sage archetype is all about universal truth. It’s very analytical and wise. You can think about Yoda or any otherwise teacher. It’s very focused on facts and truth. This is the expert, the thinker, the teacher and the goal of this Sage archetype is to share knowledge.
2) The Royal
The royal archetype is sophisticated, ambitious and influential. Their goal is to build a prosperous community and to hold very high standards, to live as an example for the people who look up to them. People aspire to be a part of their inner circle.
The Magician archetype is the visionary, sometimes the inventor, or even a spiritual guide
who helps us transform our inner and outer worlds using seemingly magical techniques and strategies. The Magician teaches us about how we’re connected to a universal source, an inner power.
The Lover archetype is passionate and devoted. Very focused on pleasure and also with relationships. The term follow your heart was made for the Lover archetype. There’s also a focus on beauty and aesthetics. Again, like the pleasure of the eye, the pleasure of the experience, that all speaks to the Lover archetype.
5) The Innocent
The Innocent archetype is optimistic and pure. It believes in nirvana or heaven that we can all live in. They always look on the bright side, they’re very optimistic. They help us declutter and not to over-complicate our world or to reply on artificial things, to go back to what is natural, true and good.
6) The Hero
The Hero archetype is the warrior or the victor. They’re the ones that motivate us to do the really hard things, to stay disciplined, to overcome our challenges and to achieve what we didn’t even think was possible. Hero inspires us to do better.
7) The Explorer
The Explorer archetype is the trailblazer, the adventurer and the ever-curious. They might be literally discovering the world or maybe just figuratively exploring different ideas, a different product or different techniques. They help us shed the shackles of convention or our responsibilities to discover who we really are and what we want to do in this world. They value freedom and fulfilment.
8) Known Archetype
The Girl or Guy Next Door sometimes called the Everyman or the Orphan is friendly, humble and loyal. They are all about community over competition. No judgments, always accepting of others and they build communities to help each other succeed.
9) The Entertainer
The Entertainer is all about having fun. They are humorous, light-hearted and the life of a party.
They’re excited to help others enjoy life. Boredom is the enemy, let’s live in the moment, not think too much about the future or what’s ailing us, and just enjoy ourselves.
The Creator is inventive, unique and vibrant, all by their own design. They inspire us to be fully expressed, to own our unique vision and to be an individual.
11) The Maverick
The Maverick is bold, revolutionary and unapologetic. They disrupt the status quo. They break down what isn’t working to make room for the way that the world should change. Their ideas might be unpopular, they might be brash, but we love them for helping us evolve to the next place that we need to go.
The Caregiver is empathetic, generous and committed. They focus on other people’s needs, they’re soft and warm, and when you’re working with a Caregiver, you feel like your dreams are being supported.
Brand archetypes that best represent your brand will attract the ideal clients you want to work with you. Do not forget to share which archetype are you, and which one do you resonate with the most?
Thanks so much for spending time here at Robust Story, I hope you liked it.do let us know if you want to learn more about Archetype.