What Jungian Archetypes Are and How to Choose Them

The Importance of Brand Identity

Do you know what world-famous brands like Apple, Coca-Cola, and Nike have in common?
These are companies that have distinguished themselves in the market with winning positioning, tone of voice, and brand identity, based on the theory of Jungian archetypes.
Of course, it’s a long and complicated journey, but certainly not impossible if you can identify the right strategy to dress your company with distinctive and unique physical and psychological characteristics. Like Hansel and Gretel, you must then patiently leave breadcrumbs to become authoritative in a specific sector.
Every brand, like a person, must possess its own peculiarities: precise visual characteristics—for example, Milka’s identifying color is purple; auditory—the double “Knock Knock” sound belongs to Netflix; olfactory—the unmistakable scent of Singapore Airlines in customer contact areas.
The important thing is to maintain consistent communication toward the community that supports the brand/product/service across all communication platforms. In this blog, you’ll find a specific article on brand and color.
So what’s the first step to take in creating an effective brand identity? Let’s find out together.

The 12 Jungian Archetypes

If you’re passionate about psychology and personal growth, you’ve surely heard of Jungian archetypes—well, know that this theory can easily be applied in the marketing context as well.
First of all: what is an archetype?
“A symbol, theme, setting, or character type that recurs across different times and places in myth, literature, and rituals so frequently as to suggest it embodies essential elements of universal human experience.”
For Carl Jung, there are 12 archetypes, each representing a universally familiar character that can be used to build brand personality and serves as the backbone for distinctive and effective development:

• Innocent
• Sage
• Explorer
• Rebel
• Magician
• Hero
• Everyman
• Jester
• Lover
• Caregiver
• Ruler
• Creator

Jungian archetypes are divided into four human needs: Freedom and Independence, Challenge and Change, Connection and Belonging, Stability and Structure, and each quadrant, in turn, comprises three archetypes that reflect the values of the category that contains them. The archetypes at the extremity of each quadrant blend into the characteristics of neighboring quadrants, while the central one fully represents the sensory macro-category to which it belongs.
Let’s examine them in detail.

First Quadrant: Freedom and Independence

1. INNOCENT

Has great trust in others and more generally in the world, tries not to give up in the face of obstacles, and when possible, helps those around them. Boasts a big heart and is loved by all.
Brands that use this archetype address problems of insecurity and self-esteem, intending to make their customers feel beautiful and “clean” inside—pure, in short.

• Brand example: Dove
• Slogan used: “You’re more beautiful than you think”
• Tone of voice: Authentic, to convey loyalty and simplicity
• Other brands using this archetype: Disney, Nintendo, Aveeno, Coca-Cola

2. SAGE

Characterized by great intellect and a spirit of knowledge. This rationality allows them to give an objective and logical explanation to facts, thus avoiding being influenced by third-party opinions. What they’ve achieved will never be enough. They discover a humanistic side of themselves and act as a motivator, pushing individuals to always give their best.

• Brand example: Google
• Slogan used: “Do the right thing”
• Tone of voice: Professional, to lead to reflection and critical thinking
• Other brands using this archetype: Audi, BBC, IBM, Sky

3. EXPLORER

Seeks constant change, is not satisfied with the ordinary, loves challenges and faces them without any fear. More than logic, follows instinct supported by self-esteem—independent and curious, able to motivate others by encouraging them to discover new territories, even surpassing their own limits.
Their goal is to know everything they can.

• Brand example: Red Bull
• Slogan used: “Red Bull gives you wings”
• Tone of voice: Empathetic, to establish a relationship of complicity
• Other brands using this archetype: Jeep, Starbucks, The North Face, National Geographic

Second Quadrant: Challenge and Change

1. REBEL
Is an unconventional thinker, predisposed not to follow rules but rather to develop new approaches, doesn’t let others influence them, thinks with their own head, and rarely accepts advice from others. Loves freedom and tends to motivate people to think differently.
Brands that draw on this archetype primarily target those who love living on the edge.

• Brand example: Harley-Davidson
• Slogan used: “All for freedom, freedom for all”
• Tone of voice: Aggressive, to convey determination and grit
• Other brands using this archetype: Diesel, Virgin, Lamborghini, Motorola Mobility

2. MAGICIAN

Intuitive, insightful, seeks to push beyond limits, making even seemingly impossible things possible. Feels stimulated by great transformations, constantly aiming for experimentation and innovation to produce significant changes in society.
Those who use this archetype promise their customers they’ll make their dreams come true.

• Brand example: Apple
• Slogan used: “Think different”
• Tone of voice: Dreamlike, to lead toward new dimensions
• Other brands using this archetype: Dyson, LYNX, MasterCard, Tesla

3. HERO

Is results-oriented, does everything to achieve set goals, and the more difficult they are, the more determined they’ll be to accomplish them—doesn’t accept defeat and fears nothing. Is stubborn and tenacious but at the same time altruistic toward the outside world.
Demonstrates a winning attitude and presents themselves to their customers as the one who will solve their problems.

• Brand example: Nike
• Slogan used: “Just do it”
• Tone of voice: Resilient, to encourage openness to change
• Other brands using this archetype: Adidas, Land Rover, Ariel, FedEx

Third Quadrant: Connection and Belonging

1. LOVER

Bases their communication on love in the broadest sense: feels strong emotions for those around them. Seeks intimacy and connection, therefore tends to build stable and motivating relationships for themselves but especially for those they encounter.
Those who use this archetype employ evocative images to evoke strong sensations.

• Brand example: Müller Yogurt
• Slogan used: “Make love with flavor”
• Tone of voice: Sensual, to captivate the audience
• Other brands using this archetype: Chanel, Magnum, BMW, Nespresso

2. JESTER

Is spontaneous and loves fun. Irony is their secret weapon: can joke even about serious topics without ever exceeding into bad taste. Radiates joy and serenity, engaging with wit and ingenuity.
The brand that uses this archetype wants to motivate people to recognize the value of lightness, especially in stressful moments.

• Brand example: Fanta
• Slogan used: “More Fanta less serious”
• Tone of voice: Ironic, to convey positivity
• Other brands using this archetype: Skittles, M&M’s, Ceres, Ben & Jerry’s

3. EVERYMAN

Represents everyday life and simplicity. Loves being part of social contexts like groups or communities, cultivating friendships and relationships with other participants. A characteristic trait is empathy and openness toward others. Celebrates family and encourages fully enjoying time for oneself.
The brand that uses this archetype employs a friendly tone of voice, conveying the message that “it’s normal to be normal.”

• Brand example: Ikea
• Slogan used: “Life improvement store”
• Tone of voice: Conversational, to be welcomed and understood by everyone
• Other brands using this archetype: Visa, KFC, Ebay, KitKat

Fourth Quadrant: Stability and Structure

1. CREATOR

Is positive, expressive, and imaginative. Aims for change by demonstrating their inventiveness and often manages to bring out creative thinking in others.
Prefers thinking outside the box, putting previously conceived ideas into action, trying to stand out for their originality.
This brand addresses its customers by selling them infinite possibilities.

• Brand example: Lego
• Slogan used: “Only the best is good enough”
• Tone of voice: Quirky, to stimulate a vivid and uncommon imagination
• Other brands using this archetype: Adobe, Crayola, Mac Cosmetics, Playmobil

2. RULER

As you might guess, this archetype loves being at the head of a team. Thanks to their strong, authoritative, competent, and responsible character, they operate pursuing the values they believe in and enjoy making things work better. Their greatest flaw is not appreciating being dethroned.
The message they want to convey to their customers is that they too can stand out and rule.

• Brand example: Mercedes-Benz
• Slogan used: “The best or nothing”
• Tone of voice: Commanding, to express the idea of command and leadership
• Other brands using this archetype: Rolex, Microsoft, British Airways, American Express

3. CAREGIVER

Seeks to take care of others, to convey protection and security. Is sensitive and empathetic, compassionate and discreet, puts people’s needs first. Loves serenity and peaceful environments.
The brand that uses this archetype tends toward nostalgic references, memories of a time when everything was more genuine and simple, without the frenzy of modern days.

• Brand example: Mulino Bianco
• Slogan used: “Good things make us happy”
• Tone of voice: Familiar, to represent a serenity given to us by the little things
• Other brands using this archetype: Pampers, P&G, Volvo, Vicks

Now that we’ve reviewed the 12 Jungian archetypes, you’ll have understood that even companies in the same sector offering identical products or services can embody different archetypes.
Let’s look at some examples:
Burger King is represented by the “Jester” archetype, while McDonald’s identifies as the “Caregiver.”
Ferrero Rocher favors the “Lover” archetype, while Kinder is represented by the “Innocent.”
At this point you’ll wonder: “Why does an individual prefer one brand over another?” The factors to consider are personal taste, shared values, and sense of belonging. We choose who resembles us, what we share, and what we identify with.

In this article, we’ve explained why you shouldn’t underestimate building an effective brand identity that leverages emotions.

Once you’ve understood how to position your brand, once you’ve identified which of the Jungian archetypes might be right for you, maintain this decision consistently, with clear and coherent messages over the long term: this will differentiate you from your competitors!

Remember that each archetype contains codes, tone of voice, and emotional content that will help your brand communicate effectively with the audience you want to reach.

Have you identified the right archetype for your business?

If you need support in designing your brand identity, we’ll be happy to help you.

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