Unlocking the Power of Archetypal Branding: Moving Beyond the 12 Archetypes

Archetypes are among our favorite subjects because they allow us to deeply understand human motivations, desires, and behaviors. We can craft more meaningful brand strategies for our clients by using archetypes. But not everyone values archetypes the way we do!

Critics argue that “the 12-archetype wheel of fortune” is incomplete and reductive. Some even go so far as to classify archetypes as “marketing bullsh*t.” We also heard claims that Carl Jung, the originator of the archetypes, knew nothing about brand strategy. So are archetypes a great thinking tool or as valid as horoscopes?

How creative can you be when you have only 12 options?

One of the most common criticisms wehear about archetypes is that they are one-dimensional. A marketing professional once told us, “Look, if I associate my brand with a single archetype, it will become generic. Brand strategy is about differentiation. There are only 12 options. How can you differentiate your brand like that?” There is a simple answer for that: complexity!

Let’s forget marketing for a second and think about the universe. We see the same truth everywhere: Complex systems emerge from simple rules. Interaction among a few building blocks could give rise to an endless complexity.

Think about color, for example. There are only three primary colors (red, blue, and yellow), but when we mix them differently, we can create endless shades and hues. Designers never seem to run out of unique colors to use!

The same goes for music. Even though there are only 12 notes in Western music, musicians worldwide create new songs every day.

And let’s not forget about the language. As English speakers, with just 26 letters, we can create infinite words and sentences to express our thoughts and ideas. It just goes to show you that the simplest things can create the most complex structures.

If four DNA building blocks can create all life as we know it, then we should be able to develop diverse and complex brand systems using archetypes. All we need is a bit of understanding and a whole lot of imagination!

Inexplicable universal recurring patterns

Let’s start by explaining what an archetype is. In simplest terms, an archetype is a recurring pattern. Those archetypal patterns are universal, meaning they are found worldwide, even in different cultures separated by time and distance. For instance, the hero concept exists in every culture that ever was, is or will be.

Archetypes can appear differently but always have the same basic characteristics. For example, there are many iterations of Batman movies. While stories’ specific details differ, we can all recognize the underlying theme: redemption.

Archetypes are an emergent property of human consciousness. To our knowledge, animals can comprehend symbols, but even the smartest animals cannot communicate hidden messages by using them. So archetypal thinking is a uniquely human characteristic.

Archetypal situations, symbols and characters

Contrary to popular belief, archetypes extend beyond characters. There are situational archetypes, such as the journey, initiation, and fall. These narrative patterns are everywhere, from ancient primal cultures to contemporary places like Silicon Valley.

Then there are symbolic archetypes, which are common symbols in stories, myths, and art. They help us understand the deeper meaning of stories by representing familiar ideas, like light (knowledge) vs. darkness (ignorance), water (life), and a circle (unity).

Finally, there are character archetypes. Carol Pearson’s renowned framework offers 12 archetypes — though she offers various variations for each. A quick note: unlike what many think, hers is not a model developed for marketing purposes. Instead, it is a psychological framework later adapted to marketing. This is the one some marketing professionals criticize adamantly.

Think differently.

Here’s how a typical brainstorming session goes:

Jack: Hey, what archetype do you think fits Apple best?
Ashley: Well, you know, creative people love Apple. I’d say it’s a Creator.
Tyler: But remember Steve Jobs’ quote about misfits and square pegs in round holes? Sounds like a Rebel to me!
Dan: You know, I’ve always thought of Apple as an Explorer. They’re all about self-expression, right?
Ava: I don’t know, guys. To me, Apple seems like a Magician. They’ve created and transformed entire industries!
Jack: Ugh, sometimes I feel like these archetypes are as reliable as horoscopes. What bullsh*t!

Indeed, looking at archetypes from that perspective, they seem reductive, confusing, and limiting. But let’s try to look at them another way.

People and brands are much more nuanced than just a single archetype. Like in the example above, you can often identify more than one. So what do you do when you spotted -say- the Innocent and the Rebel archetypes? Let’s see how complexity could arise from simplicity.

We can treat those two archetypes as a spectrum. On the one hand, the Innocent archetype represents purity, optimism, and simplicity. Consequently, innocent characters often believe in the inherent goodness of people and the world. A great example would be Anne Frank.

Conversely, the Rebel archetype challenges authority, questions societal norms and seeks to disrupt the status quo. A universally recognized example would be Che Guevara.

What if the Innocent takes center stage but with a touch of Rebel flair? That would create a character who embodies the Innocent’s purity and optimism while being influenced by the rebellious and non-conformist traits of the Rebel. An example? Nelson Mandela was an activist who championed forgiveness and reconciliation while pushing against the established order!

What if we flip it around? If the Rebel takes center stage, you’d find a non-conformist with a strong belief in humanity’s goodness and the possibility of a brighter future. This would describe someone like Martin Luther King Junior, a civil rights leader who defied the established social order while advocating for peace, love, and understanding among all people.

The key difference between the first and second is the main force that drives each character. When the Innocent is dominant, characters are fueled by their inherent purity and desire for justice, while their rebellious nature plays a supporting role in seeking fairness. On the other hand, the Rebel-dominant Innocents are mainly motivated by their defiance and hunger for change, with their innocent characteristics balancing their actions.

Now, for fun, let’s take it up a notch and introduce a third archetype: the Lover. That would give you John Lennon, who used his music to protest war and violence, such as during the Vietnam War and promote peace, love, and unity!

Do you speak archetypally?

Some experts liken archetypes to software. As a smartphone that has built-in apps, humans have archetypes. They say that we activate the necessary archetype when the right time comes.

Others see it as a blacklight that forensic investigators use to see fingerprints and hidden clues. You can reveal underlying patterns and universal themes when you have the right archetypal lenses.

To me, however, archetypal psychology is a language like English, French, Chinese, or even programming languages such as Python, Java, and C++! Just as we use these languages to communicate ideas, express emotions, or write complex software, archetypes help us convey the underlying themes and patterns that resonate with the human psyche.

By understanding and speaking the language of archetypes, we can create deep, multi-faceted brand strategies that resonate with the core of the human experience. As long as you know how to speak archetypally, your imagination is the limit!

You can follow Go on Instagram for inspirational branding content, interesting facts, book recommendations, and more!