Examples of Jungian Philosophy in Branding

There’s just something about the brands we connect with. We have an affinity for them that’s hard to define. In some cases, it’s as if we know them. Sometimes, it feels as if we love them.

What is it that attracts us to these brands? Why do we welcome them into our family or show loyalty towards them?

Is it the awesome ad copy, amazing brand identity design, or some kind of trickery?

The answer? Brand Archetypes.

In this article, we’re going to show you how you can use them to hack the mind of your audience and create enduring connections.

The 12 Brand Archetypes

Here is a snapshot of the 12 Brand Archetypes we’ll be exploring:

• The Outlaw
• The Magician
• The Hero
• The Lover
• The Jester
• The Everyman
• The Caregiver
• The Ruler
• The Creator
• The Innocent
• The Sage
• The Explorer

How The Brand Archetype Framework Builds Emotive Brands

Although all brands are businesses that we have a transactional relationship with (they give you something in exchange for your money), for some brands, we feel connection, loyalty, and in some cases, love.

The most loved brands connect with their audience on a deeper level than most brands and those with an authentic brand purpose often capture hearts.

Summary of the Top 6 Most Loved Brands in the U.S.

Note - this list is from Insider Monkey.

1. Nike, Inc. (NYSE: NKE)

   • Popularity: Nike holds a strong market presence with 38.68% of the market share and 97% brand recognition in the U.S. Despite controversies involving endorsed athletes like Lance Armstrong and Tiger Woods, Nike remains beloved for its commitment to environmental values and high-quality sportswear.
   • Factors: Product quality, environmental commitment, and strong brand values contribute to its popularity.

2. Coca-Cola (NYSE: KO)

   • Popularity: Coca-Cola is a leading global soft drink brand with a brand value exceeding $98 billion. Despite health criticisms and environmental issues, it remains a top favorite, with significant revenue increases reaching over $46 billion recently.
   • Factors: Strong brand recognition, consistent product quality, and effective marketing.

3. Ziploc

   • Popularity: Ziploc, known for its resealable storage bags, enjoys widespread usage with 204.86 million users in the U.S. in 2020. The brand's commitment to sustainability and reducing plastic waste adds to its appeal.
   • Factors: High utility, product quality, and environmental initiatives.

4. Target Corporation (NYSE: TGT)

   • Popularity: Target is a leading U.S. retailer known for its diverse product range and customer-friendly stores. Despite a slight revenue dip in 2023, it continues to attract customers due to its low prices, excellent customer service, and clean stores.
   • Factors: Competitive pricing, diverse product offerings, and positive shopping experience.

5. FedEx Corporation (NYSE: FDX)

   • Popularity: FedEx is a top international courier service known for its reliable overnight delivery. With over $90 billion in annual sales in 2023, it remains a preferred choice for shipping services.
   • Factors: Reliability, extensive delivery network, and strong brand trust.

6. Cheerios

   • Popularity: Cheerios, a popular cereal brand from General Mills, is consumed by millions of Americans. Known for its low-calorie and nutrient-rich profile, Cheerios remains a staple in American households despite some health concerns.
   • Factors: Health benefits, brand trust, and long-standing market presence.

These brands have successfully built strong connections with their customers through a combination of product quality, brand values, effective marketing, and addressing customer needs. Their ability to maintain popularity despite occasional controversies highlights their strong brand loyalty and trust.

Almost all brands that you feel such a bond with are built with a solid alignment to an archetype, grounded in decades of psychological research and with roots in Greek mythology.

Psychologist Carl Jung, who coined the term in the early 20th century, was in good company. Though Carl and Sigmund Freud fell out later on.

How Human Emotion Gave Birth to the Archetype

We all have basic human desires. We aren’t taught to want or need them. We just do.

They are instinctive and primitive. I’m sure you can relate.

Here are the basic human desires that each match with a specific archetype:

• LIBERATION > The Outlaw
• POWER > The Magician
• MASTERY > The Hero
• INTIMACY > The Lover
• ENJOYMENT > The Jester
• BELONGING > The Everyman
• SERVICE > The Caregiver
• CONTROL > The Ruler
• INNOVATION > The Creator
• SAFETY > The Innocent
• UNDERSTANDING > The Sage
• FREEDOM > The Explorer

Your heart rate will increase for some more than others.

As we are all different, our desires are different. My core desire might be Innovation, while yours might be Freedom or Mastery.

Archetypes in Action: Popular Campaigns

Let’s look at some of the most popular marketing campaigns that have successfully utilized these archetypes:

1. The Outlaw - Harley Davidson: Known for its rebellious spirit, Harley Davidson’s campaigns often highlight the freedom and non-conformity that appeal to the Outlaw archetype.

Harley Davidson Campaign

1. The Hero - Nike: Nike’s "Just Do It" campaign epitomizes the Hero archetype, encouraging people to overcome challenges and achieve greatness.

1. The Caregiver - Unicef: Unicef’s campaigns are built around the Caregiver archetype, focusing on protecting and caring for children in need.

Building A Brand Personality That Demands Attention

Don't build a limp, apologetic brand that's easily ignored. Cult brands with fanatic followers demand attention by oozing personality to make emotional connections. Use the Archetype Framework and follow these four actionable steps to help your brand find out who your brand is.

1. Identify Your Core Desire: Understand what fundamental human need your brand fulfills.
2. Choose Your Archetype: Select the archetype that best aligns with your brand’s purpose and the desires of your audience.
3. Develop Your Personality: Flesh out your brand’s personality with attitudes, opinions, and a tone of voice.
4. Communicate Consistently: Apply your brand’s personality across all communication channels to create a cohesive and recognizable identity.

Jungian Philosophy in Branding

Brand archetypes are not a new concept but they are an underutilized one, especially in the smaller business space. With so much noise in any market, it is only brands that connect on a human level that garner any kind of affection.

By understanding and applying the principles of archetypes in your branding strategy, you can build a deeper connection with your audience, fostering loyalty and love that goes beyond mere transactions. Brands that know where they’re going inspire people to follow.