Before writing the next blog post, a new Facebook post or preparing another video, we must pause and ask ourselves about 2 important aspects:
What role does my business play in the lives of my customers?
How is it useful to you and how does this shape the way you view it?
Sometimes the answer is not so simple and having a guide is very helpful.
In these years of creating content for brands with different personalities, Carl Gustav Jung's ARCHETYPES theory helped me focus and project my messages in a clearer and more human way.
For Jung, ARCHETYPES are emotional or behavioral patterns (a kind of mold that helps us understand reality and that are universal), that is, all humans can easily understand them regardless of our culture.
Learn about modern archetypes , derived from Jung's theory, and discover which one fits your business or brand:
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THE CAREGIVER:
It is maternal or paternal. Its goal is to care for others. It has a high degree of compassion and generosity. It is the saint and the altruist. For example, hospitals, tire brands, and health food adopt this archetype.
The HERO:
He is the savior on the battlefield, always looking to prove his bravery, strength and competence, but at the same time this can put him in danger. Toothpaste that fights cavities, political candidates and medicines take on the role of heroes.
THE REALIST:
He seeks security and home, rather than adventures. He tries to fit in, without causing problems. He is also empathetic and has common sense . He is also called the good son. A clear example are the cleaning products that come to the home to help.
THE INNOCENT:
He is naive and inexperienced, but happy. Saints, dreamers and romantics can become naive. Remember the yellow M&M character? Innocence is vital to humor.
THE EXPLORER:
It is the one that seeks freedom and hates being caged . Exploring is a way of getting to know oneself. Land Rover, Jeep, Harley Davidson are the modern standard-bearers of freedom.
THE REBEL:
She thinks that rules are made to be broken. It's the job function email list revolution and destruction of everything that doesn't work. Sprite has been adding a touch of teenage rebellion to its formula for years.
THE LOVER:
This is the person who seeks out his other half to fill the void. This is the passionate person, the partner, the sensual person or the spouse. Luxury goods are promoted under this archetype.
THE CREATOR:
This is the artist who wants to leave a legacy with his work. He is a perfectionist and imaginative. He can be an inventor, a dreamer or a musician. For example, Apple wants all of its customers to be creators.
THE JESTER:
He laughs at everything and makes the world a less tense place . He thinks that any time is the right time to make a joke. An interesting case that exemplifies the joker is the insurance company GEICO and its absurd humor.