Have you ever noticed how certain eternal figures appear in literature, myth, art, and popular culture?
The archetypes below are universally admired individuals, stories, or myths who represent particular fundamental human drive and feelings.
Archetypes make sense to us
By putting similar items together and recognizing patterns, our brains spontaneously arrange concepts. Understanding a story is facilitated by identifying recurring characteristics in characters and symbols. These similarities prompt us to experience certain emotions. Additionally, they bring about certain gastrointestinal reactions.
So, how do archetypes relate to branding? Well, the answer is simple: In the most essential way possible.
The Twelve Archetypes
Information can be found in the book Awakening the Heroes Within by: Carol S. Pearson
According to The Hero and The Outlaw, archetypes have existed as long as mankind has told stories. They are evident in every compelling story: whether it is a play at your neighborhood theater or a blockbuster film, certain characters emerge (Mark & Pearson, 2001).
The paradox of modern life is that at the same time that we are living in ways never done before and therefore daily recreating our world, our actions often feel rootless and empty. To transcend this state, we need to feel rooted simultaneously in history and eternity.
The goal of changing lead into gold on the physical plane was always secondary, for genuine alchemists, to the greater spiritual goal of raising leaden consciousness to golden consciousness. That is, we expand Ego consciousness to experience Soul, and in the process give birth to the Self. The achievement of changing led to gold on the physical plane was thought to be an outer sign of the more important inward, spiritual accomplishment.
The various chemical procedures that separate out the essence of the gold (Spirit) from lesser elements (matter) parallel the stages of the hero’s spiritual journey out of consensual, Egodominated reality into the transmutable, spiritual domain, and then back, to transform physical reality as Spirit is made manifest on earth.
The final stage of the alchemical process—symbolized by royalty, gold, and the sun—signifies the
successful ability to manifest a spiritual truth on the physical plane.
ARCHETYPE: Innocent
GOAL: Remain in safety
FEAR: Abandonment
DRAGON/PROBLEM: Deny it or seek rescue
RESPONSE TO TASK: Fidelity, discernment
GIFT/VIRTUE: Trust, optimism
ARCHETYPE: Orphan
GOAL: Regain safety
FEAR: Exploitation
DRAGON/PROBLEM: Is victimized by it
RESPONSE TO TASK: Process and feel painfully
GIFT/VIRTUE: Interdependence, realism
ARCHETYPE: Warrior
GOAL: Win
FEAR: Weakness
DRAGON/PROBLEM: Slay/confront it
RESPONSE TO TASK: Fight only for what really matters
GIFT/VIRTUE: Courage, discipline
ARCHETYPE: Caregiver
GOAL: Help others
FEAR: Selfishness
DRAGON/PROBLEM: Take care of it or those it harms
RESPONSE TO TASK: Give without maiming self or others
GIFT/VIRTUE: Compassion, generosity
ARCHETYPE: Seeker
GOAL: Search for a better life
FEAR: Conformity
DRAGON/PROBLEM: Flee from it
RESPONSE TO TASK: Be true to your deeper self
GIFT/VIRTUE: Autonomy, ambition
ARCHETYPE: Lover
GOAL: Bliss
FEAR: Loss of love
DRAGON/PROBLEM: I love it
RESPONSE TO TASK: Follow your bliss
GIFT/VIRTUE: Passion, commitment
ARCHETYPE: Destroyer
GOAL: Metamorphosis
FEAR: Annihilation
DRAGON/PROBLEM: Allow the dragon to slay it
RESPONSE TO TASK: Let go
GIFT/VIRTUE: Humility
ARCHETYPE: Creator
GOAL: Identity
FEAR: Inauthenticity
DRAGON/PROBLEM: Claim it as part of the self
RESPONSE TO TASK: Self-creation, self-acceptance
GIFT/VIRTUE: Individuality, vocation
ARCHETYPE: Ruler
GOAL: Order
FEAR: Chaos
DRAGON/PROBLEM: Find its constructive uses
RESPONSE TO TASK: Take full responsibility for your life
GIFT/VIRTUE: Responsibility, control
ARCHETYPE: Magician
GOAL: Transformation
FEAR: Evil sorcery
DRAGON/PROBLEM: Transform it
RESPONSE TO TASK: Align self with cosmos
GIFT/VIRTUE: Personal power
ARCHETYPE: Sage
GOAL: Truth
FEAR: Deception
DRAGON/PROBLEM: Transcend it
RESPONSE TO TASK: Attain enlightenment
GIFT/VIRTUE: Wisdom, nonattachment
ARCHETYPE: Fool
GOAL: Enjoyment
FEAR: Nonaliveness
DRAGON/PROBLEM: Play tricks on it
RESPONSE TO TASK: Trust in the process
GIFT/VIRTUE: Joy, freedom