Carl Jung, conceived of the concept of unconscious personality types that drive and ultimately become manifestation of ourselves to others in the early 1900’s. He perceived of many of these archetypes in the unconscious that represent us metaphorically. I am interested in 12 of the most notable, that are useful when thinking about branding and any kind of product development that goes beyond just functionality but need to connect at an emotional level. The work of Dr. Carol S. Pearson, has formulated these ideas into 12 easy to digest archetypes that fit nicely in the field of personifying brands and consumers.
1. The Child – Innocent
Description: Innocent individuals are most fulfilled when their lives are based on their deeply held values and beliefs. Naturally idealistic, optimistic, and hopeful, they often demonstrate perseverance in the face of obstacles and motivate others to trust that everything will turn out well in the end. They’re most excited and challenged by opportunities to put their personal values into action.
|•||Idealist/utopian: Lives through belief in the perfect world or a set of ideals|
|•||Traditionalist: Remains loyal to and maintains faith in simple values and virtues|
|•||Perseverer: Stays the course and goes “where angels fear to tread”|
|•||Optimist: Believes in the power of positive thinking|
|•||Cheerleader: Encourages and cheers on others|
Description: Hero individuals are most fulfilled when they can rise to and overcome a challenge. Naturally determined, achievement-oriented, and focused, they enjoy demonstrating a winning attitude and often can motivate others to achieve their goals. They’re usually excited and challenged by the opportunity to prevail against the odds.
|•||Competitor/winner: Energized by overcoming obstacles and competing with others|
|•||Dragon slayer: Energized by besting adversaries|
|•||Crusader/rescuer: Emphasizes making a difference for others|
|•||Achiever: Consistently produces results and succeeds through discipline/focus|
|•||Coach: Shapes individual or team performance by bringing out the best in others|
Description: Everyperson individuals are most fulfilled by helping others belong and fit in to the group. Naturally empathetic, unpretentious, and resilient, they often demonstrate their common touch and can motivate others to try hard to do their best. They’re usually excited and challenged when everyone needs to pitch in and solve a problem.
|•||Egalitarian: Believes in the inherent worth and dignity of all|
|•||Realist: Tries to face the facts as they are, not as she or he wishes they were|
|•||Communitarian: Seeks and builds community in all situations|
|•||Comrade/pal: Likes to be one of the gang|
|•||Democrat: Believes in the concept of “all for one and one for all”|
Description: Caregiver individuals are most fulfilled when they can make a difference for someone else. Naturally compassionate, nurturing, and dedicated, they enjoy demonstrating their supportiveness and can motivate others to provide better service or care. They’re usually excited and challenged by responding to needs.
|•||Supporter/advisor: Lends a helping hand, support, or counsel to others|
|•||Advocate: Stands up to others on behalf of those in need|
|•||Nurturer: Provides comfort, kindness, and compassion to others|
|•||Service provider: Provides consistent, high-quality service or support|
|•||Altruist: Gives selflessly to make a difference for others|
Description: Explorer individuals are most fulfilled when they can seek out new approaches and perspectives. Naturally independent, authentic, and curious, they’re able to follow unique paths and motivate others to explore uncharted territory. They’re usually excited and challenged by the opportunity to blaze a new trail.
|•||Trailblazer/pioneer: Sees or scouts for new opportunities/possibilities|
|•||Adventurer: Emphasizes adventure and/or new experiences|
|•||Seeker/wanderer: Searches for a unique identity, path, or solution|
|•||Iconoclast: Places great value on being different and/or independent|
|•||Individualist: Maintains personal integrity and authenticity in all endeavors|
Description: Sage individuals are most fulfilled by finding the answers to great questions. Naturally intelligent, knowledgeable, and reflective, they demonstrate the value of thinking things through and motivate others to seek the truth. They’re usually excited and challenged by situations and problems that need to be better understood.
|•||Expert/guru: Develops own knowledge and expertise to the highest level|
|•||Philosopher/contemplative: Uses deep thinking to seek and create clarity|
|•||Mentor/teacher: Shares wisdom with the world|
|•||Investigator: Researches and gathers information|
|•||Analyst: Thinks things through and synthesizes learning|
Description: Lover individuals are most fulfilled by building relationships. Naturally appreciative, passionate, and committed, they enjoy creating consensus and motivating others to see and utilize their own special gifts. They’re usually excited and challenged by opportunities to enjoy the richness and fullness of life.
|•||Partner/intimate: Forms close bonds; finds ways to make others feel special|
|•||Harmonizer: Ensures that relationships are harmonious and pleasurable|
|•||Connector/matchmaker: Brings together people/groups who are well suited
for each other
|•||Aesthete: Appreciates/creates beauty and beautiful environments|
|•||Bon vivant: Lives life with passion and enthusiasm|
Description: Jesters are most fulfilled when they can use their ingenuity and wit. Naturally playful, spontaneous, and humorous, they enjoy light-hearted truth-telling and can motivate others to see the value of fun. They’re usually excited and challenged by opportunities to lighten up stressful situations.
|•||Entertainer: Helps others have fun or a good time|
|•||Wit: Uses ingenuity and resourcefulness; lives by his/her wits|
|•||Wise fool: Sees the absurdity/hypocrisy of life and rises above it|
|•||Holy fool: Emphasizes living life in the now in a Zen way|
|•||Jovial truth-teller: Satirizes or parodies current thinking|
Description: Revolutionary individuals are most fulfilled when they can change something that they feel needs to be changed. Often unconventional thinkers who can develop new, cutting-edge approaches, they enjoy challenging the status quo and motivating others to think differently. They’re usually excited and challenged when they can take on tried-and-true methods or ways.
|•||Troubleshooter: Sees problems/drawbacks/defects in current ways of doing
things and determines how to improve them
|•||Radical/rebel: Lives/thinks outside the bounds of conventions and/or takes action
or risk without waiting for others to agree/catch up
|•||Challenger/contrarian: Questions the tried and true; presents opposing
points of view
|•||Populist: Believes in the premise of giving “power to the people”|
|•||Game-changer: Initiates radical innovations that change the rules of the game
or the realities of the marketplace
Description: Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible. They’re usually excited and challenged in times of great transformation and turmoil.
|•||Catalyst/change agent: Sees opportunities for change or provides impetus for innovative transformation|
|•||Envisioner: Sees possibilities and develops a clear vision of the future|
|•||Healer: Effects individual or group healing|
|•||Intuitive: Uses synchronicities/hunches/serendipity to set a course|
|•||Wizard: Has a talent for unexpected, serendipitous results|
Description: Ruler individuals are most fulfilled when they can demonstrate leadership, orchestrate complex situations, and/or use their influence to make things work better. Naturally confident, competent, and responsible, they enjoy demonstrating their savvy and motivating others to maintain high standards. They’re usually excited and challenged by opportunities to take charge of a situation.
|•||Leader: Takes charge of people/situations; takes responsibility for the
good of others
|•||Powerbroker: Uses power/influence to get things done|
|•||Conductor/orchestrator: Directs complex systems/processes/structures
and/or creates order
|•||Role model: Sets standards for others to follow|
|•||Peacemaker: Finds common ground among disparate individuals and/or groups|
Description: Creator individuals are most fulfilled by seeing new ideas take shape. Naturally expressive, original, and imaginative, they enjoy demonstrating their inventiveness and often are able to motivate creative thinking in others. They’re usually excited and challenged by opportunities to express themselves or advance new ideas. Creator organizations often are most successful at developing distinctive, original products and services and/or innovating new solutions or expressive means.
|•||Artisan: Gives expression to visions/thoughts/ideas|
|•||Innovator: Generates ideas for new approaches|
|•||Inventor: Devises objects or ideas that perform new functions|
|•||Builder/designer: Makes new forms/objects/processes/structures|
|•||Dreamer: Envisions ideas and sees the world through an imaginative lens|