We use Archetypes – a LOT – and people always ask, what on earth …?
Jungian Psychology describes archetypes as “collectively inherited unconscious ideas, patterns of thought or images universally present in individual psyches”
Did you get all that?
Essentially, Archetypes are symbols and human motivations present in every single human being regardless of culture, race, age, etc.
We use Archetypes to humanize Brands. When a Brand understands their Archetype, their core motivation, as if they were a human themselves, they are then able to connect with that feeling, that core motivation in their customers and consumers to acquire or retain their attention and therefore grow their business and brand in consistent ways.
Many people get confused between motivation and personality. Your brand can have a personality but still be showing up inconsistently, this is because the deeper meaning of your Archetype, of your motivation is not yet uncovered.
Let’s give you an example.
Na na na na na na na na – na na na na na na na na … Batman!
Batman’s Archetype is that of the Superhero, to come to your aid and save the day (in one hell of a suit).
The Archetype of Superman is that of the Superhero, to come to your aid and save the day (in a lot of Lycra).
You see… you already knew that – why? Because it’s universal, your psyche simply “knows” that the motivation of Batman and Superman is to save the day.
What they do and HOW they go about doing it is very, very different.
Their personalities are very different, their tone, their language, their humor. The one thing that is consistent is their Archetype, they exist to save the day.
Tenacia helps Brands unlock their Archetype, because when you do you will be able to predict the attitudes and behavior of your Brand and communicate to your consumers like never before.
In other words – Archetypes are your answer for efficient, consistent, meaningful, sustainable growth in business.
To hear more, give us a shout. We could talk about this stuff forever.