In part 1 you learned a little bit about what archetypes actually are.
But so what?
What does an idea that comes from the ancient philosophy of Plato and the psychology of Jung have to do with YOUR business? Or any business for that matter?
Why Use Archetypes In Business?
Well, the answer is pretty simple.
All businesses are about connecting to people.
…and ultimately helping them solve a problem through the products you provide.
All people either connect with something, or they don’t – they have a mind that they use to observe, interpret and understand the world.
And your business is just another part of that world.
So understanding how people will or won’t connect with you is an important factor in building an audience for your message.
So how do you connect?
Connection Comes Through Brand
Your brand is a visual expression of you, your business, who you are and what you stand for.
It’s a combination of colours, typography, symbols, shapes and images that project the intangible qualities of you and your business in a tangible form.
And it flows through every thing you do – in all areas of your business. From the products you sell, to the way you market and manage your finances.
If your visual brand is aligned with your values and philosophies and the way you do business – people will intuitively, instinctively know this. They will sense it. Feel it.
They may not be able to define it, but they know it.
On the flip side, if your brand is not aligned with who you are, they’ll intuitively know this too.
And so will you.
Things just won’t feel right.
That’s Why You Use Archetypes
You know that archetypes are embedded within the human sub-conscious. Recognised across different cultures, continents and times.
Expressed in myths, legends and fairy tales.
If an audience can instinctively recognise archetypal symbolism within the world, they will instantly connect with it.
If an audience can instinctively recognise archetypal symbolism within a BRAND they will instantly connect with it.
That’s why we use archetypes
Archetypes Do Three Things
01 – Archetypes trigger emotions.
Every archetype is connected to emotions – either individual, but often collective. When you recognise an archetype, you instantly feel something that relates to that archetype.
- Yellow is the colour of sunshine and happiness and joy. Blue is the colour of the sky and sea and makes us feel calm and tranquil.
- Images of mothers and babies and home cooking make us feel nurtured and safe and secure.
02 – Archetypes provide meaning.
Every human being has an inner world that houses your feelings and emotions and thoughts and imagination.
Within that inner world, you create meaning.
You take in the archetypes of the external world, observe and process them and place meaning upon them – often based upon memories, associations, past experiences, the thoughts and emotions they evoke.
If something feels good, that means it’s probably a good thing.
If It makes you feel bad, maybe it’s not so great.
03 – Archetypes affect behaviours.
Archetypes provoke an internal response in the form of thoughts, meanings, feelings and emotions.
Every thing you create in your inner world is expressed through your behaviour in the external world.
If something is a good thing, you take action to get more of it. If you think it’s bad thing, you’ll take action to get less.
In other words…
The way you behave is triggered by the emotions and thoughts and meanings that archetypes create for you and your audience.
That’s The Power Of An Archetype Brand
When you consciously understand and connect to the strongest archetypes that exist within you, you suddenly have the resources to express the intangible of who you really are and what you stand for.
When you use archetypes in your business and brand, you suddenly have the ability to tap into your core essence, and your audience will instantly know.
Archetypes Help You…
- Align with who you are and what you stand for
- Connect to your self and your audience
- Start being your self in all areas of business
- Select unique strategies that will work for you
- Create a business from the inside out and stop worrying about every body else
- Use your strengths and accept your weaknesses
- Be confident in the decisions you make
- Create something that you love
With archetypes, you have infinite paints to create your master piece.
Check out the next post, and I’ll show you how…
If You’ve Missed Any Of This 3 Part Series…