Archetypes are an essential part of the character and identity of companies. Originally introduced by Swiss psychiatrist Carl Gustav Jung, these concepts give companies a human character. But why are archetypes so important and how can they help your company build an authentic brand?

What are archetypes?

Archetypes are universal, timeless symbols and character types that are deeply rooted in our psyche. Jung identified 12 primary archetypes that not only appear in myths and stories, but are also relevant to modern brands. These archetypes are the rebel, jester, lover, protector, realist, innocent, leader, sage, magician, hero, creator and adventurer. Each archetype represents specific core values and traits that companies can use to define and communicate their brand personality.

Why are archetypes important for your business?

Archetypes provide a powerful foundation for brand consistency and recognisability. By choosing an archetype that matches your company's core values and vision, you create a clear and authentic brand identity. This consistency helps build a strong connection with your target audience and ensures your brand stands out in a competitive market.

Internal and external impact

Archetypes influence your business both internally and externally. Internally, they guide behaviour, decision-making and corporate culture. Externally, they help define your unique tone-of-voice and communication style. This leads to a coherent and recognisable brand experience for your customers.

How do you determine your company's archetype?

Choosing the right archetype for your company is crucial. It is tempting to choose an archetype that appeals to you personally, such as the rebel or the leader. However, the archetype should really resonate with the essence of your business.

At TVE Group, we use a proven method to identify your company's archetype. We analyse your core values, mission and vision to determine which archetype best fits your brand. This session is designed to provide deep insight into your brand identity and is an important step in creating a consistent and authentic brand.

The story behind archetypes

To understand the origins of archetypes, we need to go back to the year 1875, when Carl Gustav Jung was born. Jung's work was revolutionary for psychology. He discovered that certain characters and symbols, such as the hero and the wise old man, appear again and again in different cultures and stories. This discovery formed the basis for his theory of archetypes.

Jung realised that these archetypes are relevant not only to individuals but also to companies. Brands can use archetypes to create a clear and consistent identity. For example, brands that embody the hero, such as Nike, inspire their customers to never give up and achieve their goals.

The important role of archetypes in marketing

Archetypes are more than just theoretical concepts; they are practical tools for marketers. By choosing an archetype and applying it consistently in your communications, you build a brand that is clear and recognisable to your target audience. This creates a deeper emotional connection and strengthens your customers' loyalty.

Wondering which archetype suits your business?

Understanding and applying archetypes can help your company build an authentic and consistent brand. At TVE Group, we are happy to help you discover and implement your company's archetype. Contact us for an archetype session and discover the power of archetypes for your brand.