At Milestone we’ve seen a boom in bookings for tone of voice workshops over the last couple of months. And we’ve run several for different brands. One of the main reasons is the rapid rise of content marketing. And linked to that is the increasing number of active content creators in an organisation. With such an increase in communications, it’s more essential than ever to share and agree some key principles.
The ‘Jungian Archetypes’ are one of the tools to help content stakeholders focus on delivering a consistent tone.
Proposed by the psychologist Carl Gustav Jung in 1947, his twelve character archetypes still have an immediate resonance with marketers today. Like human personalities, brands are made up of many elements. But it’s easy to relate different brands to each of the twelve archetypes that Jung identified.
With the emphasis on brand storytelling, it helps to understand the persona of your lead character. And when you’re looking at your own brand, it can be just as important to establish who you’re not, as who you are.
The Jungian Archetypes are particularly useful when you’re trying to discourage the product team from tweeting like a ‘jester’ or ‘outlaw’ when you’re actually the industry ‘sage’.
Think about brands you know. Ones you admire or even dislike. Which character are they?
And which archetype is most like your brand?
1. THE INNOCENT/DREAMER
The desire to do things right
2. THE ORPHAN/EVERYMAN
Connecting and belonging with others
3. THE HERO
Courageous acts that improve the world
4. THE CAREGIVER
Protecting and caring for others
5. THE EXPLORER
Finding out who you are by exploring the world
6. THE REBEL/OUTLAW
Overturning what isn’t working
7. THE LOVER
Intimacy, experience and relationships
8. THE CREATOR
Imagining and realising a vision
9. THE JESTER
Lightening up the world
10. THE SAGE/THINKER
Seeking out information and analysis
11. THE MAGICIAN
Making dreams come true
12. THE RULER/LEADER
Power to create a prosperous community