Crafting the ideal tone of voice for your brand is easier when you have a framework to comprehend the various choices available. Carl Jung’s archetypes provide an effective tool for recognizing and expressing distinct personalities and styles.

When you align your brand’s tone of voice with one or more of Jung’s archetypes, you can efficiently communicate your message and connect with your audience on a more profound level. So, what are Carl Jung’s archetypes, and how can they boost your brand’s tone of voice? Let’s dive into it.

What are Carl Jung’s archetypes?

Carl Jung, a Swiss psychiatrist and psychoanalyst, proposed the idea of archetypes. These archetypes are universal patterns or themes that exist in the collective unconscious of humanity. They aid in comprehending and interpreting human behavior and psychology.

Jung identified numerous archetypes, each symbolizing a distinct aspect of the human experience. Some prevalent ones are:

– The Caregiver: Nurturing, support, and compassion.

– The Creator: Creativity, imagination, and self-expression.

– The Explorer: Adventure, curiosity, and independence.

– The Hero: Courage, determination, and leadership.

– The Innocent: Purity, simplicity, and optimism.

– The Jester: Playfulness, humor, and lightheartedness.

– The Lover: Passion, sensuality, and romance.

– The Sage: Wisdom, knowledge, and intellect.

– The Ruler: Power, authority, and control.

Enhance the power of your tone of voice

here are 4 tips to enhance your brand’s tone of voice:

1. Identify archetypes

Identify archetypes that align with your brand’s personality and values. Take time to consider what sets you apart from the competition, your core values, and how you want to be perceived by your audience.

2. Target audience

Think about your target audience and what archetypes they identify with or aspire to. Choose a tone of voice that speaks to their needs and values.

3. Communication

Determine the purpose of your communication, whether it’s to educate, persuade, or entertain. Choose an archetype that aligns with your goals and intended outcome.

4. Industry

Consider your industry and choose archetypes that are unique and relevant, but not too disconnected from your industry’s common tone of voice.

Examples of brands using Jung’s archetypes

Let’s examine some brands that have successfully incorporated archetypes into their branding and communication, to better understand how Jung’s archetypes can enhance a brand’s tone of voice.


Nike is a great example of a brand that has embraced the hero archetype in its tone of voice. Its slogan, “Just Do It,” is a rallying cry for people to embrace their inner strength and conquer their goals. Nike’s ads often feature athletes pushing themselves to their limits and overcoming obstacles, inspiring viewers to do the same.


Apple is another brand that has used the hero archetype in its tone of voice, positioning itself as a leader and innovator in the tech industry. Its slogan, “Think Different,” encourages people to challenge the status quo and embrace their creativity. Apple’s ads often feature people using its products to do amazing things and change the world.


Dove is a brand that has embraced the caregiver archetype in its tone of voice, positioning itself as a champion for real beauty and self-esteem. Its campaigns often feature ordinary people of all shapes, sizes, and ages, celebrating diversity and promoting self-acceptance.


Virgin is a brand that has embraced the explorer archetype in its tone of voice, positioning itself as a leader in travel and adventure. Its campaigns often feature people pushing the boundaries and experiencing new things, encouraging viewers to join the journey and “Unbelievable Things Happen When You Virgin.”

Old Spice

Old Spice is a brand that has embraced the jester archetype in its tone of voice, using humor and wit to connect with its audience. Its ads often feature absurd and over-the-top scenarios, poking fun at traditional notions of masculinity and encouraging people to embrace their own unique style.

Embrace your tone of voice

Carl Jung’s archetypes provide a potent tool to enhance your brand’s tone of voice. By aligning your tone of voice with one or more of these archetypes, you can effectively communicate your message and establish a deeper connection with your audience.

However, it is crucial to consider your brand’s values and personality, target audience, purpose, and industry while choosing the appropriate archetype for your brand. Ultimately, this approach can help you to optimize your brand communication strategy.

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