Archetypes have been used throughout the course of history to understand behavior and human thinking. The most modern theory is inspired by Swiss Psychoanalyst Carl Jung 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.
Archetypes are used in many professional disciplines including branding, marketing and publicity to help companies tap into consumers most inner desires and foster sales.
Each archetype represents a powerful identity, motto and its own set of characteristics, values, desires, fears and behaviors. Understanding each archetype will help you drive your marketing, communications and sales efforts naturally.
Choosing the right archetype combination for your brand can make a HUGE difference in the construction of your message, the values and personality that you project and therefore the type of client you attract