The Science of Establishing True Emotional Connection: How Archetypes Help you Create a Desirable Brand
One of the critical challenges of any discipline in business – whether that's sales, marketing, change management, supply chain management or branding – is to make meaning of human behaviour. Successful business people want to learn what drives human behaviour, how to make sense of it, and how, at best, to predict it.
If you're in business and are not interested in the ways humans behave, your calling lies elsewhere.
But If you ever found yourself thinking and answering these questions for your business:
How can we better understand our clients and their needs?
What motivates people to buy our products or services?
How can we create a positive client experience that drives brand loyalty?
What role do emotions play in consumer decision-making?
How can we effectively communicate our brand message to our target audience?
How can we create a strong brand identity that resonates with our clients?
What are the key factors that influence customer satisfaction and loyalty?
How can we use psychology to improve our marketing and sales strategies?
How can we create a workplace culture that promotes productivity and high employee satisfaction?
1How can we effectively manage and motivate our employees to achieve business goals?
What role do ethics and social responsibility play in business decision-making?
How can we promote diversity and inclusion in the workplace?
You tried to find answers to why and how humans do, say, think, and buy the way they do.
My quest for answers
My curiosity led me to study Sociology, a field I had not heard much about before my studies. I was fascinated with how Sociologists look at things like how families work, how different groups interact, how societies and cultures develop, and how race, gender, and class affect people's lives and experiences.
Sociologists study how groups of people organise themselves, interact with each other, and create meaning through shared cultural practices and beliefs. By exploring human culture's universal patterns and archetypes, sociologists can gain insights into the shared values and beliefs underpinning social structures and institutions.
So from a sociological perspective, understanding universal patterns is crucial for understanding how human societies function. Like, why does money work? Why shame is an effective tool…
From a psychological perspective, understanding universal patterns is crucial for understanding how individuals experience and navigate the world around them. Psychologists study how individuals think, feel, and behave and seek to understand the underlying psychological processes that drive our behaviour.
Since human behaviour isn't isolated in a sterile environment but interwoven in the beautiful mess we call life, we have to look at cultural and societal patterns to make sense of human behaviour as an added layer of complexity.
Universal patterns in storytelling
If you look at myths, fairy tales and other ancient stories cross-culturally, you see universal storytelling patterns emerge. Universal patterns connect all humans, regardless of culture, ethnicity, or background. These patterns are often associated with archetypes, universal patterns of behaviour, thought, and emotion that all humans share. Here are some examples of universal patterns and stories that connect us all:
The quest for meaning and purpose: Humans have a deep-seated need to find meaning and purpose in their lives. This is one of the reasons why we have so many myths, lore and stories that explore the search for purpose and the quest for self-discovery.
The experience of love and connection: Love and connection are universal human experiences that transcend cultural boundaries. From the love between parents and children to the bonds between friends and lovers, the experience of connection is a fundamental aspect of our existence.
The struggle between good and evil: The battle between good and evil is a universal theme in myths, stories, and religious traditions worldwide. This theme reflects the universal human experience of grappling with moral questions and the challenge of making ethical choices.
The experience of growth and transformation: Human beings constantly grow and change. This experience of growth and transformation is a universal aspect of the human experience and is reflected in myths and stories that explore the journey from innocence to experience.
The experience of loss and grief: Loss and grief are universal human experiences that are an inevitable part of the human condition. The universal presence of rituals and practices associated with mourning and remembrance reflects the importance of these experiences in human life.
Universal patterns reflect the fundamental aspects of human experience that connect us all. By exploring these patterns and understanding their significance, we can better appreciate the shared experiences that unite us as human beings and bridge cultural, economic and societal imposed divides.
How to start working with universal patterns in your business
From the earliest days of human history, people have recognised that certain symbols and patterns seem universally recognised and understood. These symbols represent various concepts, from basic shapes like circles and triangles to specific colours or more complex ideas like courage, wisdom, and transformation.
Over time, these symbols have become associated with specific archetypes - patterns of behaviour and personality that are present across all cultures and throughout history. These archetypes can help us understand ourselves, others, and the world more deeply and meaningfully.
For example, the archetype of the Hero represents courage, strength, and doing what's right. This archetype is in myths and legends worldwide, from the Greek hero Hercules to the Japanese samurai. The Hero is also a familiar archetype in modern storytelling, from superhero movies to sports underdog stories.
Why you should care about universal patterns and archetypes
Understanding universal patterns and archetypes that connect all humans is one of the top skills every successful service provider must have.
Every business (regardless of whether you're B2B, B2C, or SAAS....) relies on human interactions. Thus, a deeper understanding of human behaviour, emotions, and motivations helps service providers create more effective and efficient strategies to build stronger client relationships.
These universal and primal patterns can guide your business decisions, particularly your branding efforts. Understanding universal patterns and archetypes helps service providers to develop a brand identity that resonates with their audience on a deeper level. By tapping into these universal patterns, service providers create a brand that speaks to the fundamental human experiences and emotions that are universally shared and understood.
Similarly, the archetype of the Caregiver represents nurturing, kindness, and helping others. This archetype is present in the role of the mother in many cultures. The Caregiver is also a familiar archetype in advertising, with many brands using images of caretakers and helpers to promote their products.
Understanding archetypes can help us connect with others deeper and gain insight into our motivations and behaviours. By recognising which archetypes resonate with us and those around us, we can build stronger relationships, create more compelling brands and stories, and ultimately lead more fulfilling lives.
What are archetypes
If you’re diving into archetypes, you won’t find a way around the work of Carl Gustav Jung. Jung first coined the term "archetypes" in his 1919 essay "Instinct and the Unconscious". However, he acknowledges that he is not the creator of archetypes. The question of their origin and source was one he asked himself. Archetypes are a tale as old as time.
Arche, from Ancient Greek ἀρχή (arkhḗ), literally means the beginning or origin. Type used since the late 15th century in the sense of ‘symbol or emblem derives from French, or Latin typus, from Greek tupos, which means impression, figure, type.
Archetype
The Original Figure: the source of its meaning and impression
Archetypes do not belong to us. They belong to the universe where they originate from. They belong inherently. They express themselves through us, and as we change, they adopt too. Yet, they are timeless.
We can never fully capture an archetype. All our work will always remain a simpler version of the archetype. But our work must capture the energy and essence of the ever-infinite archetype.
Archetypes, according to C.G. Jung
Carl Gustav Jung, the Swiss psychiatrist and psychoanalyst, is well-known for his theory of the collective unconscious and archetypes. Jung's work has significantly impacted modern psychology, mythology, and popular culture, and his ideas continue to influence fields ranging from literary criticism to branding.
Jung's concept of the collective unconscious is rooted in his belief that human beings share a common inheritance of experiences, images, and symbols deeply embedded in the psyche. He believed that the collective unconscious is a vast, interconnected network of archetypal images and motifs that all members of the human race share, regardless of culture, language, or historical period.
According to Jung, archetypes are the basic structural elements of the collective unconscious. They are universal, symbolic patterns that all humans inherited and are present in dreams, myths, and other forms of cultural expression. Jung believed that archetypes are not specific thoughts or images but deep-seated psychological impulses and patterns that are universal and innate.
One of the key aspects of Jung's theory of archetypes is that they are not fixed or rigid. Instead, they are fluid and dynamic, adapting and evolving to meet the changing needs of individuals and societies. As Jung writes in his book, "The Archetypes and the Collective Unconscious":
"Archetypes are complexes of experiences that come upon us like fate, and their effects are felt in our most personal life. The anima no longer crosses our path as a goddess, but it may be as an intimately personal misadventure or perhaps as our best venture. When, for instance, a highly esteemed professor in his seventies abandons his family and runs off with a young red-headed actress, we know that the gods have claimed again and anew their victim."
Jung identified numerous archetypes, each with its own characteristic qualities and meanings. Some of the most well-known archetypes include the shadow, the anima/animus, the persona, and the self. These archetypes serve as a framework for understanding the deep-seated psychological patterns that drive human behaviour and experience.
Jung's work on archetypes has influenced various fields, including literature, mythology, branding and marketing. Using archetypal characters and motifs in literature is common for creating memorable and relatable stories. As Jung writes in "The Archetypes and the Collective Unconscious":
"The hero is the man of self-achievement. He is the son of his own works, the father of his own deeds. The hero Hercules is not identical with the constellation which bears his name, but he is a personification of it, and the constellation is an image of him."
Using archetypes has become a popular technique for creating a consistent and memorable brand identity in branding. By identifying and embodying a specific archetype, brands can create a deep emotional connection with their audience, tapping into universal human desires and motivations. For example, a brand that embodies the caregiver archetype might use warm, comforting imagery and messaging to create a sense of nurturing and support.
While Jung's work on archetypes has been influential, it has also been subject to criticism. Some critics have argued that Jung's concept of the collective unconscious is not supported by empirical evidence and is, therefore, not a valid scientific theory. Others have argued that Jung's reliance on symbolism and metaphor makes his work difficult to understand and apply in practical terms.
Despite these criticisms, Jung's work on archetypes remains influential and relevant today. The use of archetypes in branding, literature, and other forms of cultural expression attests to the enduring power of Jung's ideas and their ability to resonate with people on a deep, subconscious level. As Jung himself wrote:
"As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being. It may even be assumed that just as the unconscious affects us, the increase in our consciousness affects the unconscious."
This quote by Jung encapsulates his belief that the ultimate purpose of human existence is to bring consciousness to the unconscious aspects of our being. According to Jung, the unconscious is the repository of our repressed emotions, desires, and experiences, and it exerts a powerful influence on our behaviour and thought processes.
However, Jung also believed we could increase our awareness and understanding of these unconscious forces through self-discovery and introspection. Doing so can bring greater meaning and purpose to our lives.
In this quote, Jung suggests that by increasing our consciousness and bringing awareness to the unconscious aspects of our being, we can "kindle a light" in the darkness of our existence. This means that we can bring clarity, insight, and understanding to the hidden parts of ourselves, and in doing so, we can live more fulfilling and meaningful lives.
Jung also suggests that this process of increasing our consciousness has a reciprocal effect on the unconscious. As we become more aware of our unconscious forces, these forces become more accessible and integrated into our conscious lives. In this way, increasing our consciousness can lead to a greater understanding and acceptance of ourselves and a more profound connection to the world around us.
Archetypes, according to Michael Meade
Michael Meade is a renowned storyteller, mythologist, and scholar who has explored the concept of archetypes in depth. According to Meade, archetypes are universal patterns of behaviour, thought, and emotion shared by all humans. These patterns are rooted in the collective unconscious, a term coined by Jung to describe the shared reservoir of human experience beyond our personal consciousness.
Meade suggests that archetypes are the fundamental building blocks of human experience and form the basis of our myths, stories, and symbols. These archetypes are abstract concepts and living forces that shape our lives, often guiding our behaviour, thoughts, and emotions in unconscious ways.
Meade identifies several fundamental archetypes that are particularly important for understanding human experience. These include the hero, the trickster, the wise old woman/man, the mother, the father, and the child, among others. Each of these archetypes represents a universal pattern of behaviour or experience in the myths and stories of cultures around the world.
For example, the hero archetype represents the quest for self-discovery and personal growth. This archetype is often associated with the hero's journey, who must overcome obstacles and challenges to achieve their goal. Conversely, the trickster represents human nature's playful, mischievous side and is often associated with deception and transformation.
According to Meade, archetypes are not simply fixed, static concepts but constantly evolving and adapting to the changing circumstances of human experience. As such, they provide a framework for understanding the complexities of the human psyche and offer a way to explore the most profound aspects of our being.
In Meade's view, archetypes are essential for understanding individual human experience and critical for understanding the larger patterns of human history and culture. By studying the myths and stories of different cultures, we can identify the archetypes shared across different societies and periods and gain a deeper understanding of the fundamental patterns that shape human experience.
Overall, Meade's understanding of archetypes offers a powerful framework for exploring the depths of human experience and understanding the universal patterns that connect us all.
Applying archetypes to modern branding
Margaret Mark and Carol S. Pearson are two branding experts who developed a theory that helps businesses create a strong brand identity based on the work of Jung and Meade. They identified 12 brand archetypes businesses could use to create a compelling brand and messaging that resonates deeply with their target audience.
Here are the 12 brand archetypes that Mark and Pearson identified in their book “The Hero and the Outlaw”:
The Innocent
Purity, simplicity, and sincerity
Helps people to: Retain or renew faith or spirituality
Examples of brands using this archetype: Dove, Herbal EssencesThe Explorer
Freedom, adventure, and discovering new things
Helps people to: Maintain independence
Examples of brands using this archetype: The North Face and JeepThe Sage
Wisdom, knowledge, and understanding
Helps people to: Understand their world
Examples of brands using this archetype: Oprah, The New York TimesThe Hero
Courage, strength, and doing what's right
Helps people to: Act courageously and in your own strength
Examples of brands using this archetype: Nike, BMWThe Outlaw
Rebellion, nonconformity, and breaking the rules
Helps people to: Break the rules
Examples of brands using this archetype: Harley-Davidson, DieselThe Magician
Transformation, vision, and creating something out of nothing
Helps people to: Facilitate transformation
Examples of brands using this archetype: Apple, DisneyThe Girl next door
Reliability, authenticity, and being down-to-earth
Helps people to: Be OK just as you are
Examples of brands using this archetype: McDonald's, IkeaThe Lover
Passion, sensuality, and intimacy
Helps people to: Find and give love
Examples of brands using this archetype: Hallmark, Alfa RomeoThe Jester
Humour, joy and makes people laugh
Helps people to: Have a good time
Examples of brands using this archetype: M&Ms, MagnersThe Caregiver
Nurturing, kindness, and helping others
Helps people to: care deeply for others
Examples of brands using this archetype: Johnson & Johnson, Volvo, WWFThe Creator
Imagination, creativity, and innovation
Helps people to: Design something new
Examples of brands using this archetype: Lego and YouTubeThe Ruler
Power, authority, and control
Helps people to: exert control
Examples of brands using this archetype: Mercedes-Benz, Rolex, Chanel
By identifying which archetype resonates with their brand, businesses can create a strong brand identity that connects with their target audience on a deeper level.
While archetypes can be a powerful tool for understanding ourselves and the world around us, it's important to remember that I’d advise using them with a grain of salt. Humans are complex: many factors beyond simple patterns and symbols shape our behaviours and motivations.
Relying too heavily on archetypes can lead to oversimplification and stereotyping. When we view ourselves and others solely through the lens of an archetype, we risk ignoring the nuances and complexities that make us who we are. We may also be tempted to make assumptions about others based on their perceived archetype, which can be harmful and unfair.
While specific patterns and symbols may be recognised across many cultures and throughout history, how archetypes are expressed and understood can vary widely. What may be seen as a positive trait in one culture or context may be viewed as negative or even harmful in another.
Ultimately, the key to using archetypes effectively is approaching them with an open mind and a willingness to see beyond their surface-level meanings. Rather than simply applying archetypes to ourselves and our brands, we should use them as a starting point for deeper exploration and understanding. By recognising the complexity and diversity of human experience, we can gain a more nuanced and compassionate perspective on ourselves and those around us.
Don’t let archetypes become stereotypes
While archetypes and stereotypes involve categorisation based on shared characteristics, the two concepts have some key differences.
An archetype is a universal symbol or pattern representing a certain idea or personality trait. Archetypes are often based on recurring patterns of behaviour and personality that are present across cultures and throughout history. For example, the archetype of the Hero represents courage, strength, and doing what's right, and it is present in myths and legends from around the world.
On the other hand, a stereotype is a simplified and often negative representation of a particular group of people. Stereotypes are based on preconceived notions about a group's behaviour, personality, or other characteristics and are often based on limited or inaccurate information.
One of the critical differences between archetypes and stereotypes is that archetypes are meant to be universal and transcendent, while stereotypes are limited and often harmful. Archetypes can help us understand ourselves and others on a deeper level, while stereotypes often lead to oversimplification and prejudice.
Another difference is that archetypes can be positive or negative, while stereotypes are almost always negative. While some archetypes may be associated with negative traits or behaviours, such as the Trickster or the Outlaw, they are still recognised as part of a broader pattern of behaviour and personality. Conversely, stereotypes are often used to denigrate or belittle a particular group of people.
Where do we go from here
Understanding universal patterns and archetypes can be very relevant for owning a successful brand, as it can help service providers to build a business and develop a brand identity that resonates with their audience and clients on a deeper level. By tapping into these universal patterns, service providers can create a brand that speaks to the fundamental human experiences and emotions shared by their ideal clients and target audience:
Brand archetypes create clarity.
Brand archetypes help you get recognised and remembered more easily.
Brand archetypes set expectations.
Brand archetypes invite trust.
Brand archetypes foster brand engagement and loyalty.
For example, a brand that taps into the hero archetype may create messaging and visuals that emphasise overcoming challenges and achieving success. This can be a powerful way to connect with clients seeking personal growth and self-improvement.
Similarly, a brand that taps into the archetype of the caregiver or nurturer may create messaging and visuals that emphasise the importance of community, connection, and compassion. This can be a powerful way to connect with clients who value relationships and social responsibility.
Brand archetypes guide your brand strategy and messaging, forging a strong emotional connection with people. At the same time, mixing archetypes can be/should be done. Still, be careful not to confuse people with, let’s say, a bold outlaw brand colour palette for a caregiver archetype brand identity. Brand owners are the architects of how others perceive them. Yet, it lies with the receiver or outsider of these perceptions that determine a successful brand identity. The bigger the overlap between what the brand owner or architect wants to send out into the world and what the world perceives, the bigger the brand equity and leverage.
Are you tired of playing it safe with your brand's colours?
Do you feel your brand's personality is as exciting as an eggshell wall?
Do you feel your brand's image does not reflect the values you want to communicate anymore?
Fear not, my friend! "Hue-Manizing Your Brand: The Ultimate Brand Colour Guide" is here to spice things up.
This guide is not your average, boring colour palette book. We've curated over 50 unique colour palettes, sorted by brand archetypes, to give you the inspiration you need to make your brand stand out. It's like having your very own personal stylist but for your brand!
About the author
Meet Jen, your fellow wanderer on the Scenic Route to figuring out this gorgeous thing called life.
BA in Social Sciences and MA in Sociology? You bet.
Certified NLP and EFT practitioner? Check.
Fucked shit up a lot? Been there, didn’t even get a lousy t-shirt.
Empath and HSP? It’s all just peachy.
Jen’s professional background and personal experience make the secret sauce that adds depth to every conversation. She tunes into the frequencies most people skip over. She's on a heartfelt mission to support too-brilliant-to-not-shine humans moving from surviving to thriving.
Together with her clients, she dives deep into the chaos of being human, finding that sweet spot where vulnerability meets badassery to rediscover the thrill of living a life that's as beautifully complex as you are – flaws and all.
