12 archetypes – a secret weapon for your own brand

Whether metaphor, golden cycle or hero’s journey – whoever is involved in storytelling expressive images not only evokes emotions, but also effectively conveys the own messageThe goal: to captivate customers. But no matter which of these tools you use for strategic storytelling, their common origin lies in the Archetypes – so-called Archetypeswhich in psychology describes the entire personality in the form of archetypal ideas and patterns of action define.

In this blog post, you will learn how to use archetypes to create exciting and convincing images for your target group. This will give you a brief Overview of the 12 archetypes and draw the attention of others to the identity or the newly created image of your company.

What are archetypes?

The Swiss psychiatrist Carl Gustav Jung developed in the 1930s in his work The archetypes and the collective unconscious the idea of ​​archetypes (arche = beginning / type = original, model). These are Archetypes and archetypes of the human psychewhich are anchored in the “collective unconscious” and to which all people have access across cultures – without language barriers.
Their common core is reflected in Images which find their creative expression in the form of individually linked ideas, fantasies and stories. They trigger the same feelings and chains of images in all viewers across every generation and culture. But be careful: Die 12 most important archetypes of marketing Although they are based on the idea of ​​archetypes by CG Jung, they were not developed by him himself. Their origin is unknown.

Archetypes are no stereotypesalthough both expressions are characterized by their figurative character and Characteristics In psychology, the archetype carries an image that affects the environment from the “inside out”, while the stereotype is created by social attributions from the “outside in”.

Why archetypes are useful in marketing

The 12 archetypes help companies to to find your own identity and/or to realignThis pays off in account-based marketing, for example, when you use your figurative language to specific target group If you also use video content on your own website, on Instagram, Facebook, etc., your target customers can get an even better picture of your company. This will not only increase the Brand communication and positioning improved, but also the entire content planning within our own ranks.

You want to present your products and services to target groups on international level make available? Archetypisches Storytelling is the first choice if you want to be understood by everyone around the world. Use your archetype as a template to attract full attention with the right content design.

What are the 12 archetypes of marketing?

Overall there are 12 Archetypesin the four groups which all address archetypes in the collective unconscious of humanity: Order, fulfillment, change and connection.
For example, the Held courageous and strong-willed to move forward in the world with his Performance To leave traces that bring about change. The wizard impresses with its visionary and idealistic perspective, bringing about change through a Transformation Each type has individual characteristics that evoke feelings and associations in others.

The archetypes used in the world of marketing are proper names described in the masculine form. They are not intended to represent individuals, but concepts that relate to companies and marketing strategies.

The Protector

For the protector it is about Compassion, care and warmth. This guy wants to help others and give them a better life.

This is how the brand advertises Heinz with the slogan “Grown Not Made” for their real and natural tomato ketchup. Companies from the Health and food industry as well as in the Automotive industry the image of a protector:

1. DM
2. Bayer
3. Always
4. Dove
5. ADAC
6. Volvo

The ruler

Rulers are dominant, self-confident, cultured and responsible, setting the tone in a leading position. Behind this is the need for Control and powerwhich can be seen, for example, in the first Mercedes Benz slogan “Always ahead of its time!” This conveys a particularly high standard of quality and safety, which other companies this archetype to yourself:

1. Amazon
2. Bild
3. Microsoft
4. Mastercard
5. Rolex

The creator

The Creator creates through Innovation constantly comes up with new ideas and acts proactively and creatively. With his vision, he looks purposefully to the future in order to achieve perfection. This is the case at the hardware store Hornbach visible, who relies on his saying “There is always something to do”.

In addition to artists and architects, other brands as creative inspiration:

1. Lego
2. Apple
3. Nintendo
4. Dyson
5. Faber Castell
6. Obi

The Innocent

Anyone who sells himself as “innocent” triggers in others the feeling of purity Through trust, honesty and positive feelings, customers should feel like they are in paradise. Images of smiling faces, children, babies and animals are often used, because the ultimate goal is Luck:

1. Dove
2. Tempo
3. Hipp
4. Evian
5. Pampers

The wise

The archetype of the wise man is closely associated with a comprehensive and broad To know linked by having it after years of experience through his analytical skills This type is often associated with thoughtful, trustworthy and intelligent characteristics, which appeals particularly to people who are thirsty for knowledge. The search for wisdom begins with the first click in the largest search engine in the world.

1. Google
2. Philips
3. CNN
4. TED
5. Audi

The discoverer

Explorers strive for Freedom and are not afraid to try new and bold approaches. They need the “kick” and throw themselves into the adventure with a willingness to take risks, which is why they are considered to be extremely individualistic and independent They want to act as freely as possible from classical traditions, but also run the risk of wandering aimlessly through the world.

1. The North Face
2. Virgin
3. Jeep
4. Beck’s
5. Red Bull

The Rebel

Sensations, scandals and dramas? Anyone who breaks rules, goes against the opinion of others or causes a shocking stir wants with all their might to Revolution This often leaves younger people Traces by their rebellious side A well-known example is the slogan “Geiz ist Geil” (“Stinginess is great”) of the electronics retailer Saturn, which is aimed at teenagers, young adults and anyone with an “inner rebel”. This also includes other brands such as:

1. Tesla
2. Uber
3. Harley Davidson

The Wizard

Anyone who feels magically attracted to something is often dealing with a magician. With his visionary ideas and high ideals, he enchants his audience and convinces with his creative streak. The prime example of this is the Walt Disney Company, whose target audience is children and the whole family. In this way, the world is transformed into a better place, while Manipulation but can be the dark side of this dream world. Another brand like Apple delighted, however – similar to a dream catcher – by a Eye-catcher and uses the expression “miracle thing” from a magician’s vocabulary for his apple.

1. Disney
2. Intel
3. Dyson

The hero

Whether in competition, research or emergency operations – when it comes to an adventurous action, heroes appear. They always fight for the good and take on the role of rescuer, while strong, courageous and helpful With these characteristics they create change in the world through their PerformanceThey usually have a story to tell, which is known in storytelling as the “hero’s journey.” This archetype is also associated with companies that are committed to sustainability insert. Duracell For example, it advertises long-lasting batteries:

1. frog
2. Nike
3. Porsche
4. BMW

The Lover

Everything your heart desires! This could be the typical slogan of a company that has taken the archetype of the lover to its heart. Passion, sensuality, security and closeness are among the essential attributes through which the other person special appreciation The brand Kinder Bars For example, it not only appeals to children, but also to all chocolate fans with its “recipes to fall in love with” who want to enjoy the hearty pleasure of fresh spring feelings.

1. Lenor
2. Chanel
3. Victoria’s Secret
4. Alfa Romeo

The fool

Jokes, buffoons and fun-lovers have one thing in common: they live in the here and now and want to entertain others and make them laugh. Behind this is the image of the fool, who in fairy tales resembles a trickster figure (e.g. the clever fox) who creates chaos in the order of the universe and stands for sociability. humorous, entertaining and likeable However, he can also appear disrespectful and cynical to his contemporaries and make fun of others. Self-irony it makes up for this disadvantage. For example, Media Markt advertises with a popular self-ironic slogan “Media Markt – I’m not stupid”, while other companies such as Axe and Einhorn place even greater emphasis on visual stimuli for funny moments:

1. BVG
2. Edeka
3. Skittles

The Everyman

Unlike the hero, who stands out from his surroundings, the Everyman is in harmony with his fellow men. At the same time, he reaches the masses through his down-to-earth, responsible and goal-oriented character and has a high degree of adaptability. The Everyman addresses every segment of the population and creates connections by connecting them through the feeling of Affiliation With its philosophy of “Save first, then buy”, the Sparkasse relies on such a down-to-earth guiding principle, which is also evident in other companies:

1. VW
2. IKEA
3. Ebay
4. PG Tips
5. Aldi

Xpert Digital – the archetypal company you can trust

You don’t know who you are actually dealing with? Then you will meet the Anyone. The name itself Xpert Digital alludes to the trusting relationship with our customers, as the word comes from the English ad (advertising)the Latin to trust (Vertrauen) and the Latin videre (see) For example, we do not rush into the action like the hero, but instead develop purposeful a sustainable solution to help them more visibility on the web, increase their traffic and optimize the entire advertising process. With great attention to detail, we direct our work for “everyone” and all persons who place their trust in us. This is evident at first glance through the two nested hearts in our logo, with an eye in the middle…