Archetypes for Risk and Achievement
Once we’ve achieved a level of safety and comfort for long enough, we usually can’t stay satisfied with this. Human nature dictates that we usually want for more. Enter, archetypes for achievement, risk and pushing our own boundaries.
While similar to the motivations of 'self exploration', these archetypes are centred more around pushing our limits. These archetypes ask, where is my edge? While feeling safe is essential; we also crave risk once we have enough safety and confidence. We can see reward lies on the other side of fear, we see what others have done or the mountain we wish to climb.
These are the archetypes of discipline, reward, risk and achievement. They speak to the parts inside of us that dream of leaving a mark, a legacy, a name for ourselves; the part that craves to feel pride and the satisfaction that comes after doing something we once thought impossible.
So let’s explore the archetypes that appeal to this part of us…
You may be a Hero brand.
You allow people to access their own bravery, strength and courage. You ask people to go after their goals despite the difficulty, or stand up for what they believe in. This sort of need is often seen in sporting brands or even 'for purpose' charities or not for profits (Think Nike - “just do it”). The key emotion of this archetype is overcoming FEAR and facing adversity (ie. 20 burpies). You’ll often see government organisations like the Army or Police Force utilising Hero messaging. A more recent phenomenon is also marketing the Hero with feminine brands, as women haven’t been positioned as the Hero historically; so this sort of reframe can be very resonant.
Or perhaps a Rebel?
There is a risk to being totally yourself, always unfiltered, and the Rebel says "to hell with it". The Rebel isn’t afraid of being disliked, not fitting in or ruffling a few feathers. In the 90’s this Archetype was very alive and well in popular music, Kurt Cobain is a great example of the Rebel archetype in pop culture. Being weird, artistic or sometimes offensive are rebel tropes. This sort of Rebel in the present is possibly less appealing to the culture (usually because there is no longer a need for a kind of violent, aggressive rebel), however the word Activist usually comes to mind in the current vernacular. People standing up for their rights, fighting oppression and a desire for a better world is a great example of a modern expression of The Rebel. If your product, service or brand personality champions people to loosen their shackles, let down their hair, fight for what they believe in, and fully embody who they are (even if it rubs some people the wrong way) you may be a Rebel.
Or the Magician?
As Darwin once said, it isn't the strongest or the fastest that survive, but those most willing to adapt to change. And this is the power of the Magician. Change is also (to some) a terrifying experience; which is where the risk comes in - but for such great rewards. Is there anything more satisfying than creating the change you want to see in the world or in your own life? This is the power of the Magician - the power to transform.
Do any of these archetypes resonate for your brand?