There’s a powerful psychological framework you can use to differentiate your business.

The biggest and most recognized companies on Earth understand and use this system to infuse their brands with personality and tap into the human mind on a deeper level. The result? A more profound connection with customers, marketplace differentiation, a cohesive brand experience, increased sales, trust, brand awareness, and more.

This comes down to your brand voice and, more specifically, to the 12 Jungian archetypes that unlock it.

What Are The 12 Jungian Archetypes?

The great Swiss psychiatrist and psychologist Carl Jung first wrote about the concept of archetypes in 1919.

He reported 12 archetypal characters, each with a distinct personality type that embodies a specific cornerstone of human behavior that sets them apart.

And here’s where it gets interesting…

Jung discovered that humans possess a collective unconscious, or a deep understanding, of the universal patterns that these archetypes display.

But that wasn’t all Jung revealed…

He explained that our innate understanding of these archetypes spans countries and cultures. So, regardless of where someone was born, how they were raised, or what their cultural background is, they (and everybody else) will have an inherent understanding of these 12 Jungian archetypes.

Overview Of The 12 Jungian Archetypes

Each archetype has its own drive, purpose, patterns of behavior, style of language (the words, tone, and phraseology it uses), and perception of human experiences. Moreover, each of them also has one of four goals, which is their primary focus and reason for existing.

These four goals (or the categories that each archetype falls into) are:

1. Leave A Mark
2. Provide Structure
3. Connect To Others
4. Yearn For Paradise

Here are the 12 Jungian archetypes, along with their goals and motivations.

1. The Hero

Without a doubt, The Hero archetype is the most recognizable out of all the archetypes.

We see this archetype in movies, books, and stories. They are brave, strong, resilient, and bold, with a burning desire to win and save the day. The Hero refuses to give up or submit. They attack their goals with fearlessness, persistence, and determination.

Brands, people, or characters that embody The Hero archetype include:

• Nike
• Duracell
• Serena Williams
• Adidas
• Harry Potter
• FedEx
• BMW
• Marvel
• Gatorade

Guess who else embodies The Hero archetype? You guessed it: Alex Brown Copywriting.

I’ve deliberately draped my copywriting brand with this prominent and recognizable archetype. The Hero is also perpetually used in Hollywood storylines (Rocky in the Rocky series, Luke Skywalker in Star Wars, and Neo in The Matrix) and the literary world (Harry Potter, The Hunger Games, and The Lord of the Rings).

The Hero is dependable and trustworthy; they operate with honor and integrity.

The goal of The Hero archetype is to Leave A Mark.

2. The Magician

Your brand is magical.

It focuses on converting dreams into reality. Your products and services yield an almost wizard-like quality that flips run-of-the-mill encounters into remarkable experiences. With an expansive and charismatic personality, you “wow” your customers with your undeniable ability to transform the ordinary into the extraordinary.

You are The Magician brand archetype.

The Magician is a powerhouse due to the curiosity and intrigue that the personality evokes. They are magical, mesmerizing, and magnetic. Brands that embody The Magician include:

• Disney
• SONY
• Chris Angel
• Houdini
• C.S. Lewis
• Gandolf from Lord of the Rings
• Prince
• Steve Jobs
• Elon Musk
• Dyson

The Magician lives by the philosophy: dream big.

This may be your archetype if you have a visionary brand. You’re on a mission to improve the world through the magical and mysterious powers of your products and services. This is a powerful archetype, unyielding in its search for truth, wisdom, and understanding.

The goal of The Magician is to Leave A Mark.

3. The Rebel/Outlaw

The Rebel archetype (also known as The Outlaw) is the troublemaking, risk-taking trailblazer.

They don’t conform to society’s rules and regulations. In fact, they delight in stirring things up by challenging the status quo. They are rebellious, unruly, and defiant. What’s more, they make no apologies for their tumultuous ways.

Brands and people that embody The Rebel archetype include:

• Red Bull
• Harley Davidson
• Rosa Parks
• Abraham Lincoln
• Martin Luther King Jr.
• William Wallace from Braveheart
• Bart Simpson

With its rough, rugged, and no-nonsense attitude, the Rebel stands as the most confrontational out of the 12 Jungian archetypes. As a result, this is the ideal personality for your brand if freedom, liberation, and change are at the core of your brand values/convictions.

The goal of the Rebel/Outlaw archetype is to Leave A Mark.

4. The Innocent

The Innocent archetype represents someone who “wouldn’t hurt a fly.” They are moral, childlike, and even naive in their presentation. Moreover, they have a sense of purity about them that remains untainted by the challenges and hostility of the world.

Brands and people who embody The Innocent archetype include:

• McDonald’s
• Dory from Finding Nimo
• Forrest Gump
• Nintendo
• Coca Cola
• Aveeno
• The Body Shop
• Dove
• Lisa Simpson

This archetype looks at the world through a set of pure and unblemished eyes. For this reason, they are hopeful and naively optimistic. Vegans and vegetarians tend to be aligned with The Innocent archetype.

The goal of The Innocent archetype is to Yearn For Paradise.

5. The Explorer

The Explorer archetype is on the search for new adventures.

They crave a sense of stimulation and are constantly looking for novel experiences. This tendency for excitement propels them forward into uncharted territories. Whether it’s exploring the city, the countryside, or the world, The Explorer archetype wants to see and experience it all. Travelers, backpackers, and even hikers will resonate with this archetype the most.

Some examples of people, brands, and characters who embody The Explorer include:

• Jeep
• North Face
• Timberland
• Tomb Raider
• Indiana Jones
• Amelia Earhart

The Explorer archetype is independent, daring, and bold. They have no fear of stepping outside of their comfort zones into the unknown. In fact, they crave the adventure (and uncertainty) that comes with diving headfirst into the unknown.

The goal of The Explorer archetype is to Yearn For Paradise.

6. The Sage

The Sage archetype is knowledgeable and wise. They walk through the world with a sense of enlightenment and acute knowing. They crave understanding and are always aiming upward to increase that understanding. Anyone who guides you in the right direction can be called The Sage.

Some examples of this archetype include:

• Google
• Mindvalley
• TED
• Oprah
• Spok
• Yoda
• Harvard University
• CNN
• The New York Times

While The Sage desires wisdom, they have an equal desire to share the wisdom they accumulate with others. As a result, they put their knowledge out there freely for the world to draw upon. Coaches, teachers, mentors, etc., can all be viewed as The Sage.

The goal of The Sage is to Yearn For Paradise.

7. The Caregiver

The Caregiver is usually the archetype most of us are first exposed to in life.

This would be your mother and father. The Caregiver is warm, loving, and, you guessed it, caring. They just want to make sure that other people are safe and comfortable. Nurses and nannies are typically associated with this archetypal framework.

Some brands and people who embody The Caregiver archetype include:

• Mother Theresa
• WWF (World Wildlife Fund)
• Mary Poppins
• Mary from The Sound of Music
• Volvo
• UNICEF
• TOMS
• Huggies
• Pampers
• The Salvation Army
• Proctor & Gamble

The Caregiver archetype is compassionate, nurturing, and self-sacrificing. As a result, you should consider this archetype if you want people to see your brand as soft, reliable, and trustworthy.

The goal of The Caregiver archetype is to Provide Structure.

8. The Creator/Artist

The Creator (or Artist) archetype is animated, lively, and loves creative projects.

They think outside the box and tend to have big imaginations about how they can change the world. For The Creator, the possibilities are endless. They are constantly trying new ways to innovate, originate, and initiate. This need for continual improvement makes The Creator such a powerful archetype.

Brands and businesses that embody The Creator include:

• Apple
• Adobe
• LEGO
• Crayola
• Willy Wonka from Charlie and the Chocolate Factory

The Creator is often associated with big visions and new worlds of inspiration, individuality, and expressiveness. As a result, you use this archetype to communicate your brand’s ingenuity and creative tone.

The goal of The Creator is to Provide Structure.

9. The Ruler

The Ruler is all about power and status; they are a dominant archetype.

They create order from chaos and strive for excellence in all that they do. As a result, they retain a prestigious position and rule with competence and even intimidation. The Ruler is powerful, dominant, and poised in every situation. Moreover, they have an unrelenting desire for control while demonstrating authority and leadership.

Some examples of The Ruler archetype in brands and businesses include:

• Rolex
• Mercedes-Benz
• Gillette
• Donald Trump
• BOSS
• The Queen
• Louis Vuitton
• Mufasa in The Lion King

The Ruler is a natural leader.

In real-life circumstances, they are often seen as the boss in the context of the work environment. The Ruler could also be the deen of discipline you experienced at school, a strict parent, or even a domineering bully.

The goal of The Rule is to Provide Structure.

10. The Lover

The Lover archetype is sensual, seductive, and sexy.

However, beneath that alluring and sultry exterior, The Lover just wants to belong. They crave passion, pleasure, and security. As a result, they have a playful undertone that lies beneath their many times (although not always) provocative presentations.

Brands and people who embody The Lover archetype include:

• Chanel
• Victoria’s Secret
• Marilyn Monroe
• Tiffany & Co.
• Godiva
• Romeo and Juliet
• Jack from Titanic

The Lover is soft and gentle.

As a result, they ooze a sense of tenderness that is often intermingled with eroticism, making The Lover especially sensitive and vulnerable.

The goal of The Lover archetype is to Connect To Others.

11. The Jester

The Jester archetype is the funny man (or woman).

They are always cracking jokes and trying to get others to laugh and smile. They don’t take themselves (or the world) too seriously. As a result, The Jester has a light-hearted and playful demeanor that separates them from every other archetype.

Some examples of The Jester include the following:

• Old Spice
• Geico
• Ben & Jerries
• Terry Cruz
• Deadpool
• Homer Simpson
• Ace Ventura
• Will Farrell in Anchermon
• Melissa McCarthy
• Kevin Hart

The Jester archetype is all about levity, making light of the situation, and providing the comic relief. For this reason, they serve as the perfect archetype for your brand if you value humor, playfulness, and fun.

The goal of The Jester is to Connect To Others.

12. The Everyman

The Everyman is the simpleton of the batch. And that’s not meant in any way to demean this archetype personality. Instead, it’s simply a distinction that sets this one apart from the others. The Everyman is the down-to-earth character who just wants to fit in.

They don’t want to be in the limelight or have any special attention on them. They just want to be normal and blend in with the crowd. Examples of The Everyman include:

• IKEA
• Wal-Mart
• eBay
• Amazon
• Trevor Noah
• Target
• KFC

The Everyman archetype is relatable, friendly, welcoming, and humble. For this reason, it uses the binding qualities of regular everyday experiences to connect and resonate with its market. Truly, The Everyman archetype is for everybody.

The goal of The Everyman is to Connect To Others.

Why You Need To Use This Proven Framework In Your Marketing

The 12 Jungian archetypes give your brand character and personality.

And this is critical because your target audience will give their loyalty and business to brands they connect with on an emotional level. If you’re showing up in your content, on your website, in your emails, etc., with a flat and lifeless personality, you’ll fail to make the emotional impact you could had you taken the time to flesh out your brand voice using this framework.

And here’s where it gets interesting…

Most brands and businesses have NO CLUE what their brand voice/personality is. As a result, there are massive opportunities for companies that do take the time to hone in on this essential element of their marketing.

Next Step: Develop Your Brand Voice Today

Developing your brand voice can be the difference between success and failure.

For this reason, it’s an essential component of your overall marketing and business strategy. The best part is that I’m here to help. If you’re interested in developing your brand voice to separate yourself from the competition, create an emotional connection with your market, and increase sales and brand awareness, contact me today to see how I can help.