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Branding with Archetypes - Part I

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Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious, as proposed by Carl Jung. They are the psychic counterpart of instinct. That is to say, they are a kind of innate unspecific knowledge, derived from the sum total of human history, which prefigures and directs conscious behavior. (wikipedia.org) That is to say, an Archetype is a collection of forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of unconscious origin. (C.G. Jung, Psychology and Religion)

The development of his work has led over the years to a sum of great minds studying his work and further developing it. For example, in the study of Margaret Mark & Carol S. Pearson, they created the first-ever systematic approach to meaning management. As they describe it “Archetypal psychology helps us understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty - all, potentially in socially responsible ways.”

Their system provides 12 major archetypes. These are creator, caregiver, ruler, jester, regular guy/gal, lover, hero, outlaw, magician, innocent, explorer, sage. In their words, archetypes provide the missing link between customer motivation and product sales.

While personally studying their work in detail and seeking to apply it in female entrepreneurship, I follow the description from my coaching school Money Breakthrough, and I’ve found fascinating the further enhancement of this line of work. The names given to the Archetypes by my coach Kendall Summerhawk vary to a certain degree because these are mostly targeted to Women in Business. However, we will explore each archetype in detail in these 5 parts series, together.

Let’s see which ones resonate with you, and let’s begin by enunciating which are the 12 that correspond to the Branding with Archetypes system: romantic, nurturer, innocent, explorer, artist, sage, hero, humanitarian, ruler, alchemist, maverick, jester.

The Romantic Archetype spiritual contract is to deepen intimate connections. The romantic archetype’s deep desire is for intimacy, connection, and feeling singled out as special. The romantic is attentive, often elegant, and promises a feeling of being loved, desired, indulged, or decadent. The romantic appeals to our core need to be loved and appreciated. The enduring quality of the Romantic appeals to our deep longing for the ideal relationship.

The Nurturer Archetype spiritual contract is to care for, nourish, and protect our mind, body, and soul. The nurturer’s compassion, generosity, and caring envelopes us in the feeling that we are home. They care for our health, happiness, and well-being by soothing our hurts and comforting our hearts. The Nurturer’s deep desire is to take care of the people and things in their world, keeping them safe and protected.

The Innocent Archetype spiritual contract is to make us new again. The promise of the innocent is we can be happy. The Innocent child-like appeal touches our hearts and holds out hope that somehow, we can escape the hectic life around us and instead find ourselves in our own version of Utopia. The Innocent’s unwavering faith and optimism speak to our need for simpler times, wholesomeness, and honest values. Innocent brands create long-lasting loyalty because there is always some part of us that wants to either be a kid again or feel taken care of in at least one corner of our lives. No matter how practical the product, when created by the Innocent archetype it becomes something that makes us smile, feel good, and hopeful about the world again.

Stay tuned for the upcoming part, there are 9 more archetypes to explore. In the Branding with Archetypes system, there are 10 steps in creating The Soul of Your Brand Guide. In a VIP Day with me 1 on 1, we can discover and infuse your archetypes right away into your brand. Stay tuned for the next part coming next week, but if you can’t wait, simply book your Clarity Audit today to get started. To your success, speak soon!

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