This is an article that belongs to a series, check the past ones to have a better understanding of the topic:
do you wanna know your archetype?
Archetypes are universal, archaic symbols and images that derive from the collective unconscious. They illustrate social behaviour patterns that repeat themselves over and over again during human History. Understanding these patterns you can use them in your favour, improving your communication.
Archetypes can help you to shape your message in a way to:
Have more attention to your message;
Convince people to support you in your own goals. Giving you opportunities, taking chances, hiring you, starting a business with you, buying what you are selling or lining up their ideas with yours, somehow;
Convert them in closer relationships as friends, partners or customers, or even a finance
Bring more people together to help a cause;
Make people help you to spread your message, scaling your reaching potential;
Create authority in a topic, since people will understand easier what you are explaining they feel you have great knowledge about it;
Fewer misunderstandings, confusion or discussions. Because there is less noise on the communication.
Jung classifies the archetypes in 3 groups: Ego, Soul and Self, depending on how they approach their motivations. Ego types are grounded, are connected with the environment and the community around them, they are more material and realistic, even being idealistic ones. Soul types tend to be connected with a bigger force, something outside themselves, a major mission or great values. Soul types can illustrate this force as a God, a muse, a special journey or a deep expression, in all of them what drives them is outside and it needs to be searched and conquered. On the other hand, Self types have an inner force that drives them. Self types feel as a whole and what is exceeding for them is their responsibility to share. Fun, wisdom, discipline, glories or cleverness. Self types seeing themselves as superiors and responsible to guide others.
If you are reading this to apply in yourself or your brand before the reading takes a test and discover what is your personal Archetype. (click here)
The Soul Types
5. The Explorer: Don’t fence me in
6. The Rebel: Rules are made to be broken
7. The Lover: You’re the only one
8. The Creator/Artist: If you can imagine it, it can be done
The Call: Alienation, dissatisfaction, restlessness, yearning and boredom, a deep desire for wholeness, for what the explorer believes will fill a void. The call is to get a sense of peace.
The Motto: "The grass is always greener somewhere else"; "Don’t fence me in"; "Let me find myself."
Characters: Indiana Jones, JFK, Peter Pan, Huckleberry Finn, Steinbeck's "Travels with Charley", King Arthur and his Knights, Johnny Appleseed, Chris, McAndes, Harry Potter, Howard Hughes.
The Setting: Caravan, camp, exotic locations, chaos, autonomous, travel, safaris, visionary, pioneering, adventuresome, unsettling, blue skies and wide horizons, anything non-conformist, not revealing weaknesses, walking away from the viewer.
Brands: MAC, Cosmetics, VH1, Truck and SUV Commercials, Levi’s.
Shadow: Creating alienation so people can’t find a way in because you become too self-involved. The picture of satisfaction, of peace, of wholeness, is so depraved it involves hurting others. The Seeker hurts others in the journey--discovering America.
Stages: To explore, seeking external adventure, finding adventure, getting an external sense of satisfaction, finally discovering uniqueness in the self.
Also known as the seeker, wanderer, pilgrim and iconoclast, the Explorer is a character that, familiarly, seeks to escape the confines of their average Life by travelling the world or exploring its many mysteries.
The Explorer is moved by the possibility of a more fulfilling and authentic Life by being more true to him or herself, and unlike the Hero, needs no inciting incident to try and find it on his/her own. Conformity is what terrifies the Explorer the most. To while away, unfulfilled and bored, is death to him/her. I could cue the lyrics of many Disney princess songs at this point, but you get the idea. We have all seen this character many times. Especially as children, it is the archetype most easily identified with. The Explorer loves to learn about the world.
The Explorer has its Shadow side, however, as with all the archetypes. They are self-sufficient, but sometimes so much so that they become misfits, or actively repel others because group mentalities seem to equal conformity. In his/her quest to be more fulfilled, the Explorer may become an aimless wanderer or even a thrill-seeker. Their goals are often unachievable, and in trying to ever scale that expectation, often disappoint themselves and excuse their lack of decision by suggesting they haven’t learned enough to try.
If you are an Explorer (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.
Since the Explorer archetype is an experiential learner, he or she is highly dependent on opportunities for exploration. However, opportunities are not always present, and in the absence of these opportunities, the Explorer can't help but feel a sense of inner emptiness. In the case of the Explorer, their biggest weakness is their dependency on external factors to feel joy.
Explorers also struggle with making commitments, and the mere thought of settling down is enough to asphyxiate them. This prevents them from forming deeper connections with people or finding a long-term romantic partner. It might even hinder them when it comes to truly excel at a certain skill since they quickly lose interest in it over a short spam of time…
The Explorer needs to be challenged with learning how to commit. Commitment might not necessarily apply to romantic relationships. In fact, it's applicable to pretty much everything. Explorer archetypes have a much greater potential to see and experience more once they learn how to commit themselves to certain things.
Solely relying on new adventures can be incredibly limiting when it comes to experiencing joy. Apart from that, the Explorer archetype also needs to find different ways of expressing itself and appreciating Life in general. For that reason, Explorers must learn the art of appreciating even the littlest of things. This has the potential to provide Explorers with the much needed motivation during periods of boredom or monotony.
Explorers tend to invest the majority of their finances into creating new travel experiences for themselves, and such a costly hobby prevents them from being financially prepared for the future. They live in the present and have no worries about tomorrow.
The Explorer archetype's wealth, in fact, lies not in monetary riches, but in experiences. They feel the most joy from learning the story of a stranger or by simply being in foreign lands.
Explorers tend to be critical of the status quo, so it is important to consider your market and target before deciding for this archetype. The approach of the explorer is radical and highly dynamic, changing a lot really fast. In general, are young spirit brands. Explorers are great for representing outdoor experiences or for works that talk about nature. The explorer’s pursuit is external, in the environment around him (internal spiritual or rational journeys are characterized in the Sage archetype).
This is the perfect choice if your work is about travel. So, if you write, photograph or create any type of travel content, this can be a great archetype for your creations.
Tending to be critical of the establishment, the Explorer desires to be free from constraints. But instead of challenging the establishment (as a Hero or Outlaw might), the Explorer simply goes off in a different direction, seeking a new path. That is why they are highly innovative. Ultimately, all it desires is the freedom and Joy of the Discovery. The Explorer is not obviously tied to a particular industry or category, it can very legitimately be expressed in cosmetics and fashion just as well as it can in a rugged outdoorsy brand.
Explorer brands are often ground-breaking or pioneering. Any brand, in any industry, that veers off the beaten path and forges its own, is tapping into Explorer tendencies. Nonconformity is one of the hallmarks of an Explorer brand.
The Call: Feeling of powerlessness, angry, mistreated, and undersigned.
The Motto: "If you are going to live outside the law, you have to be honest and have to cut your loses."
Characters: Malcolm X, Rosa Parks, Gandhi, Zorro, Robin Hood, Banksy.
The Setting: Liberal, radical, cutting edge, counter-culture, music, innovative, abstract, modern, non-materialistic, posters and campaigns, a sense of social consciousness.
Brands: Apple Inc., Harley Davidson
Shadow: Behaving in criminal or evil ways
Stages: Identifies self as an outsider, flying in the face of conventions. Behaves in disruptive ways, becomes a rebel.
The Outlaw, or Rebel, is a fiction favourite, striding through their worlds with a confidence bordering on arrogance and shaking the foundations their society has always known — often doing so with little to no help at all from those around them.
They speak to a base human desire to break free of the rules and constraints of regular Life. Take ten minutes to listen to any radio station: the message is loud and clear. Pop, Rock n’ Roll, and Punk have all gotten their popularity by settling in the heart of the listener and make them feel the blood of the Rebel pumping through their veins.
Also known as the outlaw, revolutionary, iconoclast, and misfit, the Rebel is the archetype that lives for revolution.
Rules are made to be broken, and without those at the ready to test the status quo, they never would be.
The Rebel, though often motivated by a need to better the world through somewhat questionable means, can also have a desire for revenge against atrocities committed against her.
Independent and radical, the Outlaw employs outrageous or disruptive, shocking habits to shake those they interact with out of complacency.
Though the Outlaw can also be a strong advocate for change, the methods they often employ to get the attention of their oppressor can be outright dangerous or misguided. They can also be dogmatic about their own perspective, and outcast those who do not fit their definition of “good,” thus repeating the cycle of society they are trying to break out of. It is not uncommon for them to turn to a crime that harms innocent people on the sidelines, and in the process, lose their way, as well as their sense of morality. They often alienate their friends or those who would otherwise support them.
If you are a Rebel (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.
Although Rebels are constantly looking at the bigger picture and doing everything they can to fight against a specific cause, they tend to overlook the details. Their eyes are often set too far onto the objectives that they neglect the beauty of the process. With that being said, Outlaws find it difficult to trust people and delegate tasks; they'd rather do it right themselves than let someone else potentially do it wrong. An Outlaw archetype might make an excellent speaker, but might not be the best leader.
Outlaws can also find it hard to connect with others on a personal level. They'd very much rather discuss ideas and invest their time in taking action that making small talk. It's also no help that they're always questioning other people's intentions. Their cynicism and skepticism can eventually lead to loneliness if they fail to find a group of friends or an individual that makes them feel truly comfortable and secure.
Outlaws need to challenge themselves with trusting people. However, being vulnerable can be an incredibly scary thought for the Outlaw archetype. It's important to take small steps towards the direction and make a few minor mistakes along the way. This can be applied to both personal and work relationships.
Outlaws also need to combat their cynicism by being less objective and more emotionally connected. It never hurts to open up once in a while to a loved one, such as family or close friends. The world can be a vicious place if you're standing alone; even if that thought doesn't scare you, it should definitely be something worth pondering about.
The truth is that Rebels typically despise the idea of money, and it's no help that most necessities require money. Financial struggles might be the least of their worries, but that's not because they have plenty of it; it's simply because they have no care for it. Rebels would very much rather grow their own crops and be completely self-sufficient than depending on societal expectations and systems for survival.
However, if a Rebel archetype were to tap into their most prospective shadow of “The Criminal”, they just might be able to make a dangerous amount of money. It's important to note that taking such significant risks can put the Outlaw in unnecessary danger.
The Outlaw is a countercultural force capable of releasing society’s taboos (sex, drugs, and rock ‘n’ roll anyone?) and does so by tapping into the shadowy part of human nature. Any brand that seeks to liberate itself (or others) from repression and break free of the prevailing dominant culture is an Outlaw.
It's a revolution, babe.
Outlaw brands can either reinforce questionable moral values or can topple an oppressive regime. These brands rely on marketing that emphasizes risk-taking and a departure from the ho-hum status quo. This may be achieved through imagery that is either dark and destructive or bold and revolutionary. There is often a certain element of shock value, whether extreme or simply a clever or unexpected joke.
Brands representing relatively “healthy” or “normal” products or services will often call upon the Outlaw in a lighthearted way, using marketing cues to suggest their brand is appropriate when people want to feel just a little bit bad or set apart from the norm.
The Call: Infatuation, seduction, falling in love with a person, cause, work or product, desire to be alive, hunger to continue, to be whole. It is an appetite for Life, a commitment to things sensual and satisfying and Life-giving.
The Motto: "Follow your bliss." "Love all creation."
Characters: Romeo and Juliet, Casablanca, Elizabeth Taylor, Titanic, Fatal Attraction, St. Francis of Assisi, Gift of the Magi, Mother Teresa, War of the Roses, The Sound of Music. Vampire characters, the Devil, Molin Rouge.
The Setting: Beautiful, glamorous, pleasurable, sensuous, romantic, superficial and good looking. Feeling special, charming or sexy, things which encourage romance, being liked, good food, idealized quality, or spiritual things if it is a spiritual love that calls.
Brands: Hallmark, Twilight, Godiva, Beyonce, Victoria Secrets.
Shadow: Promiscuity, obsession, jealousy, and envy, puritanism, a need to devour the object of love, to destroy.
Stages: Seeking great sex or romance, following your bliss or being committed to whom you love, ecstasy, self-acceptance, a feeling of being whole, of Life being satisfying and satisfied.
There is strength in intimacy; divinity in love and no archetype wields this power more skillfully than the Lover: aptly named, often misunderstood. This archetype brings to mind the great romances, playboys, and jilted lovers of the world’s story tapestry, but they are not limited to passionate affections. The Lover presides overall love: familial, religious, cultural, romantic, peaceful. The Lover desires their anima and animus to be united, in whatever form that might be.
Sometimes known as the friend, partner, intimate, enthusiast, sensualist, or team-builder, the Lover is all about creating lasting, meaningful relationships. They thrive in situations that bring them closer to the things they love.
The Lover performs best under mutually-beneficial arrangements. They are no stranger to dedication and commitment, will show appreciation and gratitude for others without being prompted, and are quickest to (excuse the cliches) wear their heart on their sleeve and view the world through rose-tinted glasses.
They are terrified of being alone. Getting excluded from the group, not having their passions reciprocated or even acknowledged are some of the greatest fears for the Lover, who usually has such a narrow, precise goal that anything less than bliss will leave them broken-hearted. The Lover rarely recovers from this sort of loss.
The Lover’s shadow can take many forms. Like a chameleon, they can't risk losing their own self-identity in trying to remake themselves into the image of their desired wishes or can grow so bitter over their failure that they will obstruct the path of their scorning love or naive people who remind them of their former, innocent passion. The shadow side of the Lover is also one of the most dangerous, as he can not be reasoned with. There is no Life for the Lover after the loss of love, and many times, they are willing to take many down with them in a final, fitting end. They can also have commitment problems, objectify their desire, and become addicts in the pursuit of recreating the instigating emotion.
If you are a Lover (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.
The Lover, with all of their sweetness and likability, has one significant weakness; they often try too hard to please others. Their fear of being alone or being rejected drives them to perform acts that can be far beyond their means. This can potentially lead to the Lover being manipulated and controlled by someone else.
It's also important to note that their fragility makes them highly sensitive to remarks about them. They value the way people view them, which always has an impact on how they view themselves.
The Lover archetype struggles the most with their self-esteem. Basing their worth on someone else's perspective puts them at a disadvantage when it comes to building self-confidence. Because of that, breaking a Lover can be just as easy as snapping a twig.
One of the biggest challenges that the Lover's face is seeing and loving themselves without the help of another. It's important for a Lover to examine themselves objectively, without listening to anyone else, and understand their personalities. They need to understand that rejection is a process in Life that simply can't be avoided. Unfortunately for the Lover, they'll need to find some way to numb themselves to rejection and failure. Failing to do so would put them in a world of constant pain and discomfort.
This is an archetype that has absolutely no qualms with giving everything that they have, including money. They find a deep sense of joy in giving to improve the way people see them. However, this can lead to them struggling monetarily since they tend to give way more than they receive.
Fortunately for the Lover, their likability puts them at an advantage over other archetypes as they're well-perceived in the office. This can lead to better opportunities as they're able to form strong bonds with co-workers and their bosses. If a Lover wants to find true financial success, they'll have to leverage their strengths and use them to get what they want. It's important to be cautious as the line between manipulation and love can thin fairly quickly.
Don't be misled by the name; it's not just about romance. The Lover archetype encapsulates all types of love — parental, familial, friendships, spiritual, and romantic. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – give joy and delight to the Lover. That is the reason why it can show up in many industries but is naturally seen in cosmetics, jewelry, fashion, and food. Wine and gourmet chocolate? Check. Spa treatments and beauty secrets? Check. Gifts just because? Check. With offerings like these, Lover brands help consumers to:
Find love or friendships
Show appreciation to others
Become more attractive to others
Pleasure their senses
Artistic markets are deeply connected to the Lover archetype since art uses to evoke our instincts and strong emotions with almost no rationality attached to it.
Marketing for lover brands can run the gamut, depending on the type of love they represent. Deep jewel tones or fiery red are often used, or they may be softer more romantic tones. Elegant script typefaces or handwritten fonts can make an appearance. It may be friendly or could be edgy and erotic (of course sex sells — you got that memo, right?). In all cases, the marketing focuses on the consumer, making them feel special, and always has a strong emotional appeal.
For Lover brands, customer appreciation is a way of life and is likely a big part of their business plan.
Staying in good relationships with those they serve and providing customer service keeps the customer madly in love with them. (Cue heart eyes emoji here.)
Pricing for Lover brand offerings falls in the mid to high range.
The passion of the Lover archetype is an asset. But it works both ways. On the negative side, passion can become jealousy, or in the case of brands, the competitiveness can take over if you are not careful.
The Artist / Creator
The Call: Daydreams paired with flashes of inspiration and a capacity for deep focus. Adversity to stasis. A desire to do things beautifully. A need to change. A desire to express oneself.
The Motto: “They say that time changes things, but you actually have to change them yourself. And you should do it beautifully. At any price.”
Characters: Georgia Okeefe, Writers, Artists, Scientists, God, Leonardo de Vinci.
The Setting: Imaginative, beautiful, well designed, full of art, music, abstract ideas, inspiring things, freedom, thinking out of the box, unusual, different, metaphoric, stylish. Heaven.
Brands: Crayola, Sony, Apple, Williams-Sonoma.
Shadow: Irrelevant, irresponsible, or destructive creativity. They may ignore reality. They may do everything for their art. They may want to play God.
Stages: Creativity is limited by what is known. Following own voice. Creation expresses personal genius.
Also known as the artist, innovator, inventor, architect, musician and dreamer, the Creator is solely focused on examining the boundaries of our reality and perception. As a character, they often take the position of the well-meaning scientist or savant artist.
If it can be imagined, it can be created.
This is the motto of the Creator, the Jungian archetype driven by the need to see the dream become reality while providing structure to the world. They are the great architects: the artists, the scientists, the gods and goddesses.
Their mind is always questioning, tinkering, and entertaining new theorems. Ingenuity is their hallmark.
The Creator carries an inexhaustible imagination, often excelling at their chosen vocation. When presenting as a mortal character in a reality-based world, he is often portrayed as a visionary.
There are often better examples of this archetype in the real world (Galileo, Einstein, Mozart, Steve Jobs) than in fiction!
Mediocrity is the Creator’s worst fear. Whether this result comes from concept or execution doesn’t matter. The creator wishes to be an authentic voice in a world of white noise. They gain rivals easily, answering those challenges with innovation in their work, and their personal outlook.
The Creator, however, has no shortage of a Shadow. Often given to starting multiple projects but finishing none, or abandoning morality for the sake of their craft, they can be taxing on other people for their insensitivity. Because of their genius, the Creator often tends to play god, allowing the end to justify the means, and deciding what is best for the masses without consulting outside opinion. Many a tormented villain began life as the over-eager, excitable, and impulsive Creator.
If you are a Creator (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.
One of the most obvious weaknesses of a typical Creator lies in his or her strengths. A Creator archetype's perfectionism can lead to spending an excessive amount of time on a single task as they refuse to move on until they get it right. While that might seem like a positive attribute at first glance, it can also be deemed to be inefficient at times.
Creators are also petrified of being mediocre in any way possible. They enjoy standing out in the way that they do things and the way that people perceive them. For that reason, Creator archetypes often dress in loud clothing or have an explosive sense of style. The weakness, in this case, is that Creators can't help but feel an immense amount of discouragement if they were to produce something they deem to be mediocre and beat themselves up about it afterwards.
The Creator archetype needs to overcome the fear of being unoriginal, mediocre, and perfectionist. It's important for them to understand that every idea thinkable was the product of another idea. In that sense, as much as the Creator refuses to admit it, nothing is ever completely original. It's all a product of our environment, our influences, and our experiences, much of which would not exist without someone else's idea.
Concerning yourself over producing perfect work every single time can also be an unhealthy obsession. It's important for Creators to understand that failure is a necessary part of the learning process. Ultimately, it's only through failure where we learn to succeed.
Because of the high calibre of expertise that often lies within the Creator archetype, accompanied by their unique perspectives and ability to perceive problems differently from others, Creators are easily one of the most sought after talents across various industries.
However, despite their talents, Creators are also often insufficiently rewarded for their efforts. If a Creator archetype truly wanted to achieve monetary wealth, he or she would need to delve into riskier projects such as embracing their entrepreneurial spirits. Financial management is also important for Creators if they want to achieve their financial goals in the long-term.
The Creator archetype contributes to society and provides structure to the world by bringing something into being — by realizing a vision. The Creator gets deep satisfaction from both the process and the outcome of creating something new. This archetype trusts in the creative process above all else and lives for authentic self-expression.
The inventor, artist, writer, and entrepreneur are representative of the Creator archetype.
Inherently non-conformist and sometimes self-involved, this archetype desires freedom of expression and doesn’t like to feel stifled. At the core for the Creator is this reality: the act of structuring something into tangible form is an outlet — a way to exert control in an otherwise uncontrollable world.
The Creator archetype is a natural fit for many marketing, design, and technology brands. But any brand that dismantles old systems or processes and creates something new in its place would be expressing the Creator archetype. Organizational consultants fit this bill quite nicely. Brands that focus on self-expression of any sort exemplify the Creator archetype. You may recognize the Creator in brands such as Crayola, Good Housekeeping magazine, Sony, YouTube, and Pinterest.
The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves. For product-centric brands, the marketing may actually, in word or image, compare their products to high-end artwork in order to evoke equivalent expressions of appreciation and awe.
For a Creator brand's offerings, pricing might be mid to high, however, the bottom line is often focused on beauty or enduring value just as much as money.
Trying to appeal to a Creator target market? Know that the Creator consumer is intolerant of cheap, mass-produced junk. This makes sense because Creator consumers demonstrate their taste and quality standards by the things they buy. In other words, they buy expensive items not to impress others, but to express how much they love beautiful and high-quality things.
Purchases, like anything else for the Creator consumer, are a means of self-expression.
While upscale products with beautiful design will win the appreciation of Creator consumers, this does not mean Creators are snobs that only purchase high-ticket items. On the contrary, you may find Creator consumers at flea markets looking for the latest bargain to turn into their next project. The Creator consumer is a 'do-er' and this manifests itself in many ways — gardening, woodworking, sewing, or decorating the house, for example. DIY projects and beautifying their surroundings are activities the Creator consumer is drawn to.
If marketing to a Creator archetype, know that the Creator can be awakened in many of us —particularly in turbulent times. This instinct speaks to the need to control our world by creating our own environment. The more out-of-control the world feels the more people crave the outlet of creating and self-expression. It becomes a form of healing and stability.
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*the pictures have references to the artistic in alt text and they are links to the artists' platforms.