Communication tools today may be largely digital, but the art of storytelling goes back thousands of years. Did you know there’s a way to connect with an audience on a more emotional level by tapping into the human subconscious simply through the type of story you tell?
Joseph Campbell’s seminal work The Hero of a Thousand Faces examined tales from cultures around the world and identified several time-honored archetypes in narrative. His analysis was based in Jungian psychology and harkened back to classic Greek Mythology storytelling.
Carl Jung’s research delved deep into the human psyche and dream symbolism to reveal a universally relatable world of archetypes: the hero, the quest, the magician, the monster, the caregiver, the trickster, and a host of others.
The modern marketeer and brand storyteller can look for ways to build upon these frameworks, so communications resonate more deeply with customers. The epic nature of story archetypes helps raise the stakes of your brand narrative while taking people on an intrinsic journey.
The next time you’re creating content for your next video series or product microsite, try using the prompts below for inspiration.
7 Storytelling Archetypes
Here are seven story archetypes that have recurred in literature, stage and film for centuries, as identified by English writer Christopher Booker in his 2004 book The Seven Basic Plots: Why We Tell Stories:
- Overcoming the Monster: in this scenario, a hero must go up against an evil creature, usually culminating with a physical conflict. Get inspired by Beowulf, Dracula, Terminator, Star Wars, Harry Potter.
- Rags to Riches: a hero of humble means is able to reach new heights (money, power, love), sometimes with a bit of magical help, only to lose it, then win it back again. Look to fairy tale examples like Cinderella, My Fair Lady, Pretty Woman.
- The Quest: here our hero is tasked with reaching a specific place or finding a significant object while facing many arduous obstacles with outstanding strength. Think Odyssey, Holy Grail, Excalibur, Lord of the Rings.
- Voyage and Return: the protagonist travels to a new world, then returns home with rich knowledge and insight. Examples include Alice in Wonderland, 20,000 Leagues Under the Sea, Treasure Island.
- Comedy: one of the two pillars of classic theater arts, the plot line often hinges on the anti-hero’s shortcomings, a mistaken identity or a ridiculous chain of events. Take a closer look at Taming of the Shrew, Cyrano de Bergerac, A Funny Thing Happened on the Way to the Forum, Seinfeld.
- Tragedy: the other pillar of classic theater, universally relatable, these dramatic stories pivot on terrible loss, death or heartbreak. The tragic turn of events is often caused by the main character’s momentary weakness, susceptibility to human vices, deep flaws, or plain bad luck. Pick up Oedipus Rex, Macbeth, Death of a Salesman.
- Rebirth: a character goes through a profound inner change and comes out better for it, such as finding a renewed sense of optimism, repenting and mending their past mistakes, learning to see life once again through a child’s eyes. Consider A Christmas Carol, Annie, The Grinch Who Stole Christmas, Cocoon.
Transport your audience with compelling brand stories that connect with the human subconscious.
You can experiment and pick and choose the plotlines that best fit your brand personality and buyer personas. By creating deeper, more unforgettable experiences you are perceived as inherently authentic and differentiate your brand all the more.
Go ahead and choose your next adventure!
