Brand Archetypes

What are brand archetypes?

An archetype is a universal character or pattern of behavior that helps people understand themselves and the world around them. This timeless structure, discovered over 100 years ago, is being used by global brands to define their own brand archetypes, gain notoriety and increase loyalty.

Swiss psychiatrist Carl Jung is at the foundation of Archetypes, through his studies that all human behavior is driven by a ‘collective unconscious’.

Brands that use Archetypes as their foundation have proven to connect faster and more deeply with consumers because the message communicated is clear and taps into the deeper ambitions and aspirations of their audience.

This is relevant in business because people form emotional connections with brands at a subconscious level. And the deeper the connection, the greater their loyalty.

"The priviledge of a lifetime is to become who you truly are."

- Carl Jung

Through the discovery of your Archetype, a brand identity will come to life.

Here are some global brands that use the power of Archetypes.
Pick your favorite one and discover its dominant positioning.

Innocent

Explorer

Sage

Magician

Rebel

Hero

Lover

Everyperson

Jester

Ruler

Creator

Caregiver

"To connect with people at the deepest level, you need stories."

- Rob McKee

What's your story?

Jung discovered that these archetypes have continued cross-cultural potency because they reflect our own ‘collective unconsciousness’, drives, needs, fears and desires - that are hardwired into each of us. And this forms the basis of storytelling...

Having worked with Sabrina to find my voice through my Archetype I can vouch for the fact that it contributes beautifully to creating an authentic brand, whether you’re an extrovert, or an introvert like me. I strongly recommend!!

Paola Graziani, Manager, Quality Systems & Organization Development

For quite a while I was looking for something that could help me and my brand stand out. I was not sure what that was, until I met Sabrina. Thanks to her, I discovered what brand marketing using Archetypes was all about. It literally opened up my world. Sabrina brings: a strong willingness to serve and to make your brand shine, deep listening, attention to detail, great communication skills, and Frameworks adapted to your needs to help guide the process. And to top it all off, she’s a wonderful person to work with!

Ana Noriega, Coach

Advantages of using archetypal methodology

Connection

Faster and deeper connection with an audience because of how beliefs and motivations are articulated. This allows involved parties to validate fit more easily.

Clarify

The ability to synthesize the most important things brings simplicity and efficiency to all branding initiatives, reducing resources needed.

Meaning

Brings substance to one’s story. Marketing efforts have positive ROI because everyone, both internal and external audiences, understand the brand’s narrative.

Positioning

Increases one’s competitive advantage by adopting a brand archetype or archetypal mix within its category.

Longevity

Sustains brand consistency over the years while allowing for flexible, creative initiatives that deliver specific messaging on a day-to-day or grassroots level.