15 Feb What are archetypes and how they can help you start or improve your authentic brand
Archetypes are not new and have been used throughout the course of history to understand behavior and human thinking.
The most modern theory is inspired from Swiss Psychoanalyst Carl Jung (a rebel disciple of Sigmund Freud) who said…
Archetypes represent the collective unconscious of all human beings regardless of their culture, biological gender or in which period in history they lived.
Meaning, that human beings, although they have unique personalities, have desires and motivations that are common to them all.
In the world of marketing and branding 12 main archetypes/personalities have been defined, each with a powerful identity, motto and its own set of characteristics, values, desires, fears and behaviors.
EACH ARCHETYPE CONNECTS WITH A BASIC AND UNIVERSAL HUMAN DESIRE:
We ALL have basic human desires. We are not taught to love or need them. We simply have them. They are intuitive and primitive.
Basically, everything fits into a kind of archetype.
You, your ideal client, your loved ones, your dog, your cat…
Even the products you LOVE capture a type of Women Essence based on one of the Archetypes.
HOW CAN ARCHETYPES HELP YOU START OR IMPROVE YOUR AUTHENTIC BRAND?
It just simplifies a lot of decision making by giving you clarity and focus: understanding what combination of archetypes is aligned with you and your ideal client can help you be more precise when you define your verbal, visual identity. Message, values, stories, look and feel and voice to align it to the right person you feel for and you want to help.
It helps you to naturally “sell yourself” because you are clearly communicating what you represent and stand for: it increases your chances of attracting real people who identify with what you are expressing… because they looooove the way you are and what your brand represents.
You feel more confident: this methodology has helped me and my asistup.com clients to continue our paths with greater confidence. We understand that as the FACES & VOICES of our businesses, we need to be able to intentionally connect and reach out to the hearts of who we are meant to serve… speaking the same language as our ideal clients.
…clients who worked with me, just like I did at the beginning, had certain insecurities and difficulties in knowing what part of their authentic selves to show the world.
Knowing the combination of archetypes for you and that of your ideal client is a wonderful compass that can help you begin your journey or take a different route in order to reach the hearts of the people you love to help.