The Archetypes of Carl Gustav Jun

We’d like to remind you that when we talk about the 12 Archetypes, we’re referring to the personalities defined by psychologist Carl Gustav Jung. He recognized specific behavioral patterns that influence our every activity and are grouped into four major categories

1. LEGACY (The Outlaw, The Magician, The Hero)
2. CONNECTION (The Lover, The Jester, The Everyman)
3. STRUCTURE (The Caregiver, The Ruler, The Creator)
4. SPIRITUALITY (The Innocent, The Sage, The Explorer)

Legacy (The Outlaw, The Magician, The Hero)

Brands in this category want to have an important impact in the world and leave behind a legacy.

THE OUTLAW

Brands in this category enjoy continually challenging the world and believe in freedom, change, revolution, and independence

Aceasta personalitate se aplica cel mai bine in industriile: auto, moto, constructii, imbracaminte, body art.
THE MAGICIAN
This category includes brands that like to transform the world, expand, and progress. They are the brands that offer unique experiences, giving their customers hope that every dream is possible if they choose to believe in it strongly

This personality fits better in the following industries: entertainment, beauty, health, and well-being.

THE HERO
Brands in this category are competitive spirits that despise finishing second. These companies aim to show the world that with perseverance and willpower, everything is possible.

This personality fits better in the following industries: sports, sports equipment or clothes, and emergency services (electricity, installations).

Connection (The Lover, The Jester, The Everyman)

Brands in this category want to be liked, desired and admired by those around them.

THE LOVER

Brands in this category like being looked at, adored, and loved by people around them. They value tenderness, intimacy, attractiveness, and red-carpet treatment. They put value on appearance and are terrified of rejection and ignorance.

This personality type works well in the following industries: cosmetics, perfumes, wine, lingerie, jewelry, and vehicles.

THE JESTER

Brands in this category like having fun and bringing joy to others. They are fun and upbeat brands.

This personality works well in the following industries: services, beer, food, sweets, entertainment, and children’s companies.

THE EVERYMAN
Brands in this category are those that serve the whole community and want to feel like they are part of a group with shared values. They encourage harmony and friendship. They are the brands that demonstrate that being a common person with nothing out of the ordinary is completely OK.

This personality works well in the following industries: furniture, daily clothing, supermarkets, and family cars.

Structure (The Caregiver, The Ruler, The Creator)

Brands in this category want to build something in their name or in the name of others.

THE CAREGIVER
Brands in this category put others first and have a strong desire to help others.
This personality type works well in the following fields: health, non-profit organizations, and education.
THE RULER
This is the Archetype of high-end industry. Brands with this personality desire to be in charge, to be intimidating, and to encourage success and prosperity. They are the brands that seek excellence in everything and strive to stand out from the crowd.

This personality works well in the following industries: luxury automobiles, luxury jewelry or accessories, luxury hotels, and any business that emphasizes luxury and well-being.

THE CREATOR

Brands in this category like transforming the world and designing new things. They have a wild imagination and like coming up with new ideas and solutions all the time, not just in the digital world, but in any field of innovation. They value originality and freedom of speech

This personality works best in the following fields: art, design, information, marketing, and content development.

Spirituality (The Innocent, The Sage, The Explorer)

Brands in this category care about physical and mental health. They want to feel connected with nature and promote well-being and inner peace.

THE INNOCENT

This category includes optimistic brands that seek happiness and see the positive in everything. These brands encourage  simplicity, happiness, and positive experiences, and want everyone to be happy with themselves

This personality is most suited to the following industries: beauty, spa, and organic food..

THE SAGE
This category’s brands place a high value on intelligence, knowledge, and education. They are well-known for their intellect and analytical abilities. They are the companies that are continually trying to make discoveries, uncover the truth, study and educate others, use elevated words, and challenge the audience to think.
This personality type works well in the following fields: media and news, schools and universities, institutes, consulting services, and search engines.
THE EXPLORER
They are brands that like novelty and adventure. They are always seeking for new challenges and want to move out of their comfort zone in order to create new experiences and learn about the world and themselves.
This personality type works well in the following industries: sports equipment, extreme sports, SUV automobiles, and tourism.
Your Action Plan!

Now that you know what the 12 brand archetypes are, which is the most representative for your brand? A Superhero eager to defend the world, a Magician who perfectly captures wonderful dreams, or an Explorer eager to go on new adventures? Maybe you’re a mix of two or three Archetypes, or you have a certain archetype but aspire to have another? Or are you confused and unsure of your archetype? 

1. Foloseste Modelul Arhetipurilor ca parte din strategia ta de brand, pentru a te pozitiona in piata in acest moment si pentru a iti trasa calatoria spre ceea ce doresti sa devii in viitor.

2. Uita-te peste cele 12 Arhetipuri prezentate in acest articol si vezi care ti se potriveste cel mai bine.

3. Studiaza exemple ale altor branduri care folosesc acest Model si vezi cu care te identifici cel mai bine.

4. Foloseste Acest Framework in 3 pasi petnru a iti identifica mai clar personalitatea:

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