Creation: used by brands like Lego and Crayola, geared towards inspiration and imagination. Ruler: brands like British Airways and Mercedes Benz represent that Ruler, who are powerful and influential. Magician: think of brands like Apple and Disney, who inspire magic and dreams. Sage: used by brands like Harvard and the Mayo Clinic, representing wellness and wisdom. Jester: think of brands like Southwest and Ben & Jerrys, who are spontaneous and offer comedic relief.
1. Employes Effective Storytelling Based on Science The root of canadian hospitals email list communication is storytelling. This is where the science behind using archetypes comes in. It dates back to extensive research done by Carl Jung in the early 1900s. Jung defines archetypes as universal symbolism that are unconsciously and innately understandable by humans. These universal themes or characters are surprisingly all around us.
From literature to television, and even branding! Humans have basic desires such as wanting to feel powerful or yearn for freedom. Archetypes can relate to these desires, making your brand feel more relatable. Archetypes are used to connect on a deep and cognitive level. After all, reliving these desires and narratives offer proper pleasure, as Aristotle once said. (Woodside, Sood, & Miller 2008) 2. It Creates a Clear, Not Confused Brand Applying archetypes help your brand, answer the ever so critical question, “what is on brand?”.