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The Power of Archetypes in Marketing

Kirsten Berns • March 5, 2023

How to Connect with Your Audience on a Deeper Level

Have you ever wondered why certain brands have a unique and compelling personalities of their own? It's because they can evoke emotions and beliefs in people they can instantly identify with. This is where the concept of archetypes comes into play. Archetypes are universal symbols and behavior patterns in all humans' collective unconscious. By applying archetypes to their marketing strategy, brands can create a solid and recognizable identity that resonates with their audience. 


Understanding archetypes and their application to your clients is critical for effective marketing. You can tap into your audience's subconscious desires and needs by aligning your brand with a specific archetype. This can lead to stronger emotional connections, increased brand loyalty, and more sales. 


Carl Jung, a Swiss psychiatrist, and psychoanalyst, identified twelve primary archetypes, including the Innocent, Explorer, Sage, Hero, Outlaw, Magician, Regular Guy/Girl, Lover, Jester, Caregiver, Creator, and Ruler. Each archetype has its own set of characteristics and values that can be used to shape a brand's identity. 

tally creative blog archetypes marketing

Archetypes are broken up into four categories for general target market uses. 


The Researcher

Craves information is the kind of person who would read a pamphlet, often checks multiple resources, and often goes down 'rabbit holes.' 


  • The Sage: Pursuing knowledge and understanding, sharing wisdom with others. 

  • The Creator: Expressing originality and imagination through artistic endeavors. 

  • The Magician: Transforming situations and bringing about change through knowledge and skill. 


The Maverick

Wants to be impressed by awards, degrees, and certifications, will notice brand names, will choose quality over price, and is influenced by celebrities. 


  • The Outlaw: Challenging authority and pushing boundaries to create change. 

  • The Explorer: Seeking out new experiences and pushing beyond limits. 

  • The Ruler: Exerting control and influence over their environment and others. 


The Everyman

Appreciates generic information and FAQs, is the kind of person who would want to know your recommendation, and loves reading reviews. 


  • The Innocent: Finding happiness in simplicity and nostalgia. 


  • The Average Joe: Connecting with others through shared experiences and common values. 

  • The Jester: Finding joy in humor and laughter, bringing lightness to life. 


The Empath

Craves caring, wants to see the passion, kind of person who wants to know 'the why', loves testimonials, values intentional time, and followup calls or cards mean a lot. 


  • The Caregiver: Providing support and compassion to others. 

  • The Lover: Building intimate connections and seeking beauty and pleasure in life. 

  • The Hero: Overcoming obstacles and achieving greatness, often with the help of others. 


By leveraging archetypes that resonate with your target audience, you can tailor your marketing efforts to create a brand identity that aligns with their values and desires. This can help you stand out in a crowded market and create a lasting impression on your customers. 

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