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Archetypes are everywhere. Once you start noticing them, it can be difficult to stop. From familiar character types in movies to advertisements for your favorite brands, archetypes show up constantly. You might think that they’d be hard to spot, but they’re hiding in plain sight. All that’s required is that you take the time to focus when watching commercials or look at characters a little more closely.
The 12 Archetypes
The late Swiss psychiatrist Carl Jung developed the 12 different archetypes that tend to show up in every story. Archetypes are elemental ideas, feelings, fantasies, and visions. Archetypes can help define a brand and also help lead customers to develop a meaningful relationship with them.
Built deep into our unconscious self is an inner guide that controls decision-making. Connecting to archetypes helps bring this inner guide to the surface. Jung’s 12 archetypes can help tell the story of a brand, making your brand more immediately accessible and (hopefully) desirable.
Stability and Control: The Creator, The Caregiver, and The Ruler
The Creator, Caregiver, and Ruler archetype all desire control and stability.
The Creator
Brands developed for the art, design, entertainment, fashion, and music industries typically use this archetype to connect to their audience. The Creator has a desire to create something of value, taking a vision and turning it into stunning reality. This is why those in the art and design industry, where self-expression is encouraged, normally leverage the Creator to reach their target audience.
One brand that leaps to mind when considering the Creator archetype is Instagram. Instagram is an entertaining brand, yes, but it also provides … Read More
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