Jungian Psychology and Messaging Strategy: An Unlikely Duo
Until you make the unconscious conscious, it will direct your life and you will call it fate.
- Carl Jung*
Back in grad school when I first encountered the work of Carl Jung, I went down some rabbit holes I'm not sure I ever completely emerged from. But that quote about using fate as a scapegoat for the things we are unwilling to examine has always resonated with me.
But what does Jungian psychology have to do with messaging strategy, Liz?
Glad you asked.
Think of all the brands in your industry with tired visual identities and unremarkable content and messaging strategies. They radiate “been there, done that” energy, and they play it too safe to stand out. They all claim to offer something unique or evidence-based, but their proposed “revolutionary” solutions all sound the same.
Of course, that's not what we do around here.
But if I had to diagnose their problem, I'd say these brands (both personal and organizational) struggle in no small part because they never made an effort to make their unconscious, conscious. Rather than doing the in-depth work to uncover who they really are, they simply modeled themselves after what everyone else was doing and it shows.
Then, when they don't see the growth they're hoping for they blame it on things beyond their control like the market or the algorithm (which, admittedly, does suck).
In other words, they chalk it up to fate.
Any good content marketer or mental health professional will tell you that our most captivating stories start with a deep look inside ourselves. Because that's how we learn to speak with integrity about who we are and who we hope to be. By revealing your unpolished authenticity, you will build profound resonance with the people who need to hear what you have to say.
Oddly enough, the same is true for your brand.