What Is Your Brand’s Personality?
What are archetypes?
As the Swiss psychiatrist Carl Jung classified them, archetypes are a universal and subconscious concept, “images that are integrally connected to the individual by the bridge of emotions.”
Margaret Hartwell is well-versed in Jung’s psychology of archetypes and she brings her expertise to the Business of Story to apply this psychology to brand initiatives, creation, maintenance, and reinvention.
As you can see from our resources section, these universal character archetypes have proven to be incredibly powerful in influencing the story of various brands in the world.
Margaret shares how business leaders can bring these archetypes to life so that they are empathetic and so that we as consumers have an authentic connection that humanizes the brands in our lives.
In This Episode
- Brand archetypes and personality archetypes based in Jungian psychology
- Why archetyping is so important to business
- How to use archetypes to understand where your brand gets authentically positioned in the marketplace
- How business leaders can use archetypes to help set company vision and mission
- The four primary archetypes
Quotes From This Episode
“Archetypes are the signs and symbols and themes of our lives that are hidden in plain sight.” —@MPHpov (highlight to tweet)
“Archetypes have an incredible use in business and brands. They increase the bottom line. Brands that have a strong archetypal identity have been shown to positively influence a company’s real asset valuation by 66 per cent.” —@MPHpov
“Real relationships are formed when a business can focus on being true to its core motivations, its core character or personality, and its core purpose and promise.” —@MPHpov
“Archetypes are the ripples from the collective unconscious and we see them as symbols, but we experience them in our culture, in the unconscious way or conscious way, hopefully, that we make decisions and also the way that we attach meaning to everything.” —@MPHpov
“How do you cut through the noise of features and benefits to that core connection of why? I think story does that.” —@MPHpov
- Margaret’s Archetype Cards
- “Archetypes in Branding: A Toolkit for Creatives and Strategists,” by Margaret Hartwell
- “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, ” by Margaret Mark and Carol Pearson
- Chipotle’s “The Scarecrow”
- Apple’s 1984 Spot
- Carl Jung
- Jean Shinoda Bolen
- James Hillman
- “Women Who Run With the Wolves,” by Clarissa Pinkola Estés
- “Sacred Contracts,” by Caroline Myss
- “The Book of Symbols,” by Taschen
- “The Neurobiology of the Gods,” by Erik D. Goodwyn
- Livework Coaching
- “Building Trust Through Story,” with Dr. Paul Zak