I want to have a clear idea what my brand should and should not be like. Is it more like Apple or Microsoft? Red Bull or red wine?
How this helps you
If you would describe soap as a hero, an explorer or as a lover you get a completely different mental picture of the type of soap. Choosing the archetype for your product or service helps you describing it.
What is it?
The term “archetype” has its origins in ancient Greek. The root words are archein, which means original or old and typos, which means pattern, model or type. Although there are many different archetypes, the psychologist, Carl Gustav Jung, defined twelve primary types that symbolize basic human motivations. Each type has its own set of values, meanings and personality traits.
How does it relate?
The power of association is very strong it helps the creative process needed to find the right solution. Creates valuable resource for Idea generating. The archetype can ‘lead the way’ in terms of helping you take decision on your next steps. Some things simply don’t fit a specific archetype, while other aspects are a perfect match. It can simplify choosing.
Your next Waypoint
Start by finding out your own archetype, by learning these 12 archetype and their differences: