Character Archetypes

What lies behind us and what lies before us are tiny matters compared to what's within. - Ralph Waldo Emerson

THE TWELVE CHARACTER ARCHETYPES

Renowned psychologist, Carl Jung used the concept of archetype in his theory on the human psyche. He believed that universal, mythic characters—archetypes—reside within the collective unconscious of people the world over. Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions.

In storytelling as well as branding, character archetypes are used to create and emotional connection between the audience and the subject. Larger-than-life characters like Sherlock Holmes, Indiana Jones, and Spider-Man all invoke powerful character archetypes that humanizes them in structured memorable ways.

The Innocent/Virgin

"Free to be you and me" is the innocent's motto. They are the young, free, and virgin. They desire nothing but bliss and paradise and are often ignorant to the darker side of life.

The Explorer/Traveller

This character archetype inspires travel in us all. They despise boundaries and can't be fenced in. They desire the freedom to discover themselves by traveling the world.

The Mentor/Sage

Also known as the mentor, sages are luminary characters meaning they often bring truth and light to situations. They seek the truth and nothing but, making them great judges and guides.

The Artist/Creator

Artists, musicians, writers, builders, and craftsmen are all fine examples the creator archetype. They value their imagination and seek to build lasting value. If they could imagine it, they could build it. Creator brands include Legos, Adobe, Apple, and Crayola.

The Caregiver/Healer

Mother Teresa, The Red Cross, and Mary Poppins exemplify the caregiver whose motto is the Golden Rule; Love your neighbors as yourself. They're selfless and desire to help and protect the weak and needy.

The King/Ruler

It's not hard to identify a ruler archetype. They care about one thing and one thing only; Power. Whether they weld that power with kindness and compassion or with an iron fist is up totally up to them.

The Jester/Joker

The jester is undoubtedly the most fun and easy going of all archetype. If they can't enjoy the moment with full enjoyment, they want nothing to do with it. Famous jesters identities include Tigger from Winnie The Pooh, Skittles, M&M's and Ben & Jerry's ice cream.

The Regular/Orphan

This archetype isn't particularly grand or spectacular but they're relatable. They desire growth and connection and believe all that men and women were create equal. They may seem humble and lack confidence but this archetype is persistent and unwavering.

The Lover/Temptress

The lover archetype exists in us all. They desire worldly pleasures and intimate experiences. The lovers motto it "I only have eyes for you." But beware, with every character there is a shadow. The seductress uses temptations and allure to create control.

The Warrior/Hero

The warrior is often admired for their heroism and willingness to overcome adversity. They desire to prove one's worth by their courageous and difficult actions. Warrior brands include Nike, Under Armor, and The Marines.

The Outlaw/Rebel

Rules are meant to be broken. This is the motto of the outlaw and rebel. They seek revenge and revolution and are often the catalyst for change. Famous outlaws and rebels include Steve Jobs, Robin Hood, Howard Stern, and Harley Davidson.

The Magician/Wizard

The magicians are the most wonderful character archetypes of them all. Knowledge of the universe's wonders are their core desires. "It can happen" and "order out of chaos" are their mottos. They are the masters of the universe. Think, Disney, Sherlock Holmes, and Marvel.

I think the best stories always end up being about the people rather than the event -- which is to say character driven. - Stephen King

THE MARKETER'S GUIDE TO CREATING ENCHANTING BRAND STORIES

Craft an enchanting brand story using the power of character archetypes and storytelling to engage your audience emotionally.

Craft a Brand Story

ABOUT ANTHONY NGUYEN

I'm a creative sales and marketing strategist at InThink Agency, a full service marketing agency located in Worcester, Massachusetts and Providence, Rhode Island. I've worked hands on in the creative marketing industry since 2005 practicing multiple disciplines including design, sales, marketing, video and photography. I work with small to medium sized businesses and start-ups, creating effective brand stories and marketing strategies on shoe-string budgets.