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.

Branding benefits from these insights by framing the product and service as an extension of these types of personalities. These archetypes can be the foundation on which you build a community of followers or loyal consumers, knowing your target you can better tailor your product and messaging. The most fun part of reading these archetypes I have found is that it easy to begin to think of people you may know that fit one or more of these descriptions and then begin to see think about the products or lifestyles they like to surround themselves with.
Here are the 12 archetypes as outlined by Dr Pearson.

1. The Child – Innocent

Motivation: Independence & Fulfillment
Motto: Free to be you and me
Goal: To experience paradise

Person: Dolly Parton, Dorthy(Wizard of Oz), Forest Gump, Betty Boop, Ronald Regan
Company: Disney, Coca Cola, McDonalds


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.

Innocent organizations often are successful at ignoring and moving through barriers that would stop others; seeing what’s right in almost any situation; and maintaining faith in their ideals.
Innocent types need to make sure they’re not in denial about real problems that need to be faced, resistant to change/innovation, or too loyal when loyalty is not deserved.
Subtypes include:
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


2. The Hero
Motivation: Risk & Mastery
Motto: Where there’s a will there’s a way
Goal: To prove worth, through courage and over coming obstacles.

Person: Lone Ranger, Superman, Michael Jordan
Company: Nike, Fed Ex


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.

Hero organizations normally are very successful at producing consistent results; creating teams and systems that fulfill objectives; and giving their all to achieve a goal.
Hero types need to be careful about seeing others as enemies; responding to stress by working harder and harder; and rushing to action instead of thinking things through.
Subtypes include:
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


3. Every Person
Motivation: Belonging & Enjoyment
Motto: All men and woman are created equal
Goal: Connection with Others

Person: Jimmy Carter, Al Gore, Oliver Twist
Company: Gap, Wrangler, Saturn, Wendys


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.

Everyperson organizations often are very successful at providing a sense of belonging and human dignity to others; creating hard-working teams that take pride in their work; and fostering real camaraderie among employees.
Everyperson types need to be careful about playing the victim, becoming cynical and negative, creating an “us vs. them” mentality, and being too protective of their own turf.
Subtypes include:
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”


4. The Great Mother – Caregiver
Motivation: Stability & Control
Motto: Love thy Neighbor, as yourself
Goal: Protect people from harm

Person: Mother Teresa, Princess Diana
Company: Campbell’s Soup, All State Insurance


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.

Caregiver organizations often are most successful at providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.
Caregiver types need to watch their tendencies toward martyrdom and enabling others, and to burn themselves out while always putting others first.
Subtypes include:
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


5. Explorer
Motivation: Independence & Fulfillment
Motto: Don’t fence me in
Goal: Freedom to find out who you are through travel

Person: Amelia Earhart, Indiana Jones, Christopher Columbus
Company: Starbucks, REI, Jeep


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.

Explorer organizations often are very successful at staying current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.
Explorer types need to avoid being unwilling to settle down or commit to a course of action; forgetting to coordinate with others; and overlooking the needs of others.
Subtypes include:
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


6. Sage
Motivation: Independence & Fulfillment
Motto: The truth will set you free
Goal: Discovery of the truth

Person: Carl Jung, Oprah, Albert Einstein
Company: Discovery Channel, Oprah Show


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.

Sage organizations often are very successful at developing significant expertise; gathering and analyzing information so that it’s useful to others; and contributing knowledge to almost any situation.
Sage types need to be wary of ivory tower thinking, dogmatism, and coming across as lacking feeling/empathy.
Subtypes include:
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


7. Lover
Motivation: Belonging & Enjoyment
Motto: Only have eyes for you
Goal: Intimacy and experience sexual pleasure

Person: Rudolph Valentino, Bill Clinton, Klimt
Company: Victoria’s Secret, Calvin Klein


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.

Lover organizations often are very successful at building real partnerships among employees and clients; seeing the possibilities for greater quality of life inside and outside of the workplace; and establishing harmonious ways of working together.
Lover types need to be careful about cliquishness, emotional intrigue/drama, and conflict avoidance.
Subtypes include:
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


8. Trickster – The Fox -Jester
Motivation: Belonging & Enjoyment
Motto: If I can’t enjoy myself I don’t want to be part of the revolution
Goal: Live in the moment with full enjoyment

Person: Tina Fey, Charlie Chaplin, Robin Williams
Company: Ben & Jerry’s, Geico


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.

Jester organizations usually are successful at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.
Jesters need to be careful to stay on task when getting routine work done; avoid using humor in hurtful ways; and not come across as being unable to take anything seriously.
Subtypes include:
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


9. Devil – Outlaw – Revolutionary
Motivation: Risk & Mastery
Motto: Rules are meant to be broken
Goal: Revenge or Revolution

Person: Che Guevara, James Dean
Company: Apple, Harley Davidson


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.

Revolutionary organizations often are very successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates.
Revolutionary types need to be careful about coming across as reckless, shaking things up endlessly/needlessly, and becoming stubbornly oppositional.
Subtypes include:
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


10. Magician
Motivation: Risk & Mastery
Motto: It can happen!
Goal: Knowledge of the fundamental laws of the Universe, how things work

Person: Martin Luther King, Escher
Company: Calgon, Mastercard


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.

Magician organizations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation.
Magician types need to ensure they don’t use power manipulatively, don’t expect miracles to save them when things get rough, and lose patience with those who aren’t as visionary as they are.
Subtypes include:
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


11. Ruler
Motivation: Stability & Control
Motto: Power is all that matters
Goal: Control

Person: Alan Greenspan, Queen Elizabeth I, Hilary Clinton
Company: Microsoft, Mercedes, American Express

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.

Ruler organizations often are most successful when they can make decisions that benefit others, use power to create positive outcomes, and make order out of chaos.
Ruler types need to be careful about dominating others, getting bogged down in policies and procedures, and becoming overly hierarchical or political.
Subtypes include:
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


12. Creator

Motivation: Stability & Control
Motto: If you can imagine it it can be created
Goal: Creating something of value

Person: Martha Stewart, Edison, Leonardo Di Vinci
Company: Crayola, Lego


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.

Creator types need to be careful about overloading themselves with constant new projects and a tendency toward perfectionism. 
Subtypes include:
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
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