You might be curious about how brands can deeply influence people’s emotions. Here’s the secret: using brand archetypes. In this article, we will uncover the secrets by exploring 12 brand archetypes that stimulate the subconscious and examine 5 successful healthcare brand case studies.
What are Brand Archetypes?
Brand archetypes are based on the collective unconscious concept by psychologist Carl Jung. Margaret Mark and Carol Pearson organized them into 12 archetypes for brand strategy. These archetypes represent the essence of a brand and can elicit unconscious responses from consumers. The 12 archetypes are:
- Seeking Freedom Values: Innocent, Sage, Explorer
- Ego-Driven: Hero, Magician, Rebel
- Social-Focused: Everyman, Jester, Lover
- Order Creating: Ruler, Caregiver, Creator
Healthcare Brand Case Studies
Mayo Clinic: Sage Archetype
Mayo Clinic has established itself as the “world authority on treating serious or complex diseases.” They utilize the ‘Sage’ archetype to reinforce their image of seeking knowledge and truth, and educating. Their road movie campaign leaves a strong impression through emotional metaphors.
UNICEF: Caregiver Archetype
Since its founding in 1946, UNICEF has been a leading Caregiver brand, protecting children’s rights. Their role has evolved with messages addressing survival, emotional care, and more, fitting the Caregiver archetype.
Aveeno: Innocent Archetype
Aveeno emphasizes ‘purity’ as a skincare brand based on natural ingredients. Their nature-oriented ad campaigns featuring Jennifer Aniston have reinforced Aveeno’s pure image. Recently, they have transformed with the #SkinVisibility campaign, highlighting skin health for diverse individuals.
GE Healthcare: Creator Archetype
GE Healthcare, a brand providing advanced medical devices and diagnostic solutions, utilizes the ‘Creator’ archetype. They offer patient-centered solutions through innovation and imagination, emphasizing a patient-centered image through brand renewal.
SickKids Foundation: Hero Archetype
Canada’s SickKids Foundation launched a major campaign in 2016 to build a new hospital, using the ‘Hero’ archetype. Their powerful messages and visuals created a huge impact, achieving their fundraising goal ahead of schedule.
Conclusion
It is important to maintain brand archetypes while evolving with the times. Mayo Clinic’s emotional road movies and SF-like campaigns touch the audience’s subconscious. UNICEF and Aveeno have evolved their messages to fit contemporary culture, while GE Healthcare balances by providing patient-centered solutions.
Create a brand that stimulates the subconscious by utilizing brand archetypes. These archetypes can be a cheat key to ensure that your brand does not disappear but continues to grow.
References
- Templafy, “12 Brand Archetypes That Stimulate the Subconscious”
- CampaignUS, “UNICEF’s One Love Campaign”
- Interbrand, “GE Healthcare’s Rebranding”
- SickKids Foundation, “SickKids vs Campaign”