Tuesday, August 25, 2015

Archetype Series: Creator

As you delve into the world of marketing, it can be helpful to focus on targeting a specific archetype that aligns with your product/service and the type of brand you want to promote. If you can build your brand personality around a specific archetype, you can easily make yourself and your products more marketable by connecting with your audience unconsciously. Archetypes are within all of us, a part of our collective consciousness in ways that are more instinctive than readily apparent. Thus, assigning an archetype to your product will promote brand loyalty, commitment, community creation, engagement, and ensure a higher success rate.

Archetypes are a concept originally conceived by psychologist, Carl Jung. According to Jung, archetypes are: "[...] forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconsciousness". He then added something that is both interesting and thought-provoking: "The [forms and images] are imprinted and hardwired into our psyches".

This means that by selecting an archetype, you make it easier to connect with your audience. There are 12 archetypes in total, and one of those archetypes includes that of the Creator. As you might guess, the Creator archetype consists of building and creating and it can inspire a sense of empowerment, enthusiasm, and creativity in your audience. The creator archetype stands by the creed that you are only limited by your own imagination and if you dream of it and believe in it, it can be done no matter what. Creators want to build things that have immutable, enduring value and will tend to view clumsy vision and execution as complete failure. By developing artistic skill and strategy through the creator archetype, this type of marketing creates a culture of positivity and excitement and allows room for broad expression of varied visions and ideas.

Creatory archetypes often include artists, inventors, musicians, and writers. In the field of marketing, the creator archetype aims to give customers a multitude of choices and options to help promote self-expression and nurture innovation. Within the creator archetype culture, there is the belief that the customer can and should have the time to be creative and strive for the “do-it-yourself” approach so the customer is completely involved. Some examples of current creator archetype brands: Sony, Lego, Crayola.

By utilizing the creator archetype in your marketing, you are telling your audience that you believe they can do anything as well, just as you have. You are giving them products and offering them services that will allow them to achieve their dreams or pursue creative exploits to stimulate the brain. You are giving them a product and telling them, ‘Here. The world is your oyster - build, create, grow, learn, show us what you can do!’ You are letting them create with you, to build bigger and dream higher, and there can be nothing better than that.

No comments:

Post a Comment