People gravitate towards people and towards those with similar likes and values. This is called ‘the-similar-to-me-effect’.
It’s a form of bias that can be helpful and unhelpful. In a work situation it can cause ‘groupthink’ whereby creativity diminishes as team members prioritise fitting in over positively challenging the status quo.
Diversity of thinking helps to identify new opportunities and ideas by exploring different perspectives and ways of looking at the world.
Ever thought why you gravitate to some brands more than others?
The strongest brands develop a humanlike personality that attracts like minded consumers.
Psychologist Carl Jung developed the phrase ‘archetypes’. He believed archetypes come from the unconscious mind shared by all humans (memories, experiences and knowledge). They are unlearned, hereditary, and universal. Each archetype plays a role in our personality. Most people are dominated by one archetype. How that archetype is expressed depends on cultural and learned experiences. So, archetypes shape how we experience the world.
Jung’s 4 archetypes
1) The persona - how we present ourselves to the world
2) The shadow - our unconscious mind (desires, weaknesses, repressed ideas, shortcomings and instincts)
3) The anima (female) empathy, trust, intuition, and emotional connections with others) and animus (male) - logical thinking, problem-solving, and emotional stability
4) The self - unified consciousness or unconsciousness ego and personality
Jung's main archetypes fuse into 12 archetype figures:
Archetypes - Desires
The Outlaw - Liberation
The Magician - Power
The Hero - Mastery
The Lover - Intimacy
The Jester - Enjoyment
The Everyman - Belonging
The Caregiver - Service
The Ruler - Control
The Creator - Innovation
The Innocent - Safety
The Sage - Understanding
The Explorer - Freedom
Businesses use archetypes to help define their brand’s personality
Apple's archetype is associated with The Creator (characterised by innovation and a focus on doing things differently). Nike’s archetype is strongly associated with The Hero (having the courage and determination to fearlessly pursue your dreams). Google’s archetype is The Sage (understanding, knowledge and wisdom). Netflix is the Magician and the Jester and Amazon is The Everyman.
Once you become familiar with Jung's archetypes you can apply an archetype to practically any brand or person. Brands that stand out from the category norm align with the Outlaw archetype. A good example is Oatley with their bold and distinctive tone of voice.
An alternative view is to leverage a We’ve adopted this approach PlatformAlt5, we’re 60% Explorer and 40% Outlaw.
If you use Large Language Models like, Chat GPT or Gemini, a quick and easy way to get them to write in your brand’s tone of voice is to share your brand’s archetype.
Example prompt
Please write a killer call to action to sign up for our newsletter in an explorer archetype tone of voice. Please write it in as few words as possible. Be succinct.
Explorer archetype
Explore the unknown. Uncover secrets. Sign up now.
Outlaw archetype
Break the rules. Join our underground. Subscribe.
Hero archetype
Answer the call. Become legendary. Subscribe today.
Lover archetype
Ignite passion. Embrace desire. Subscribe now.
All these examples need further work and refinement from a creative writer. You can start to see how different characters can be created through the power of writing.
Associating your brand with an archetype (or archetypes) helps to bring your brand to life, builds an emotional connection with your ideal consumers and increases your brand's value.
