Humans Have Been Telling the Same Twelve Stories for Thousands of Years. Your Brand Should Too.
From ancient Greek mythology to Marvel movies. From Shakespeare to Star Wars. The same patterns keep showing up because they're wired into human psychology.
And when your brand taps into these universal patterns, you're not just creating marketing. You're activating something that bypasses conscious thought and goes straight to emotion, memory, and identity.
And if you’ve been in my world a while, then you know just how important emotion is when it comes to building a successful business. It’s not ‘nice to have’ - it needs to be the core of your brand and all your marketing.
Today, after many many requests for this episode, I'm breaking down the twelve Jungian archetypes and why they're one of the most powerful strategic tools you can use to create instant recognition, deep connection, and fierce brand loyalty.
But here's what most people get wrong: They pick an archetype based on what sounds cool and end up with a stereotype instead of a strategy. The secret is understanding the four core motivations underneath the twelve archetypes. That's what transforms this from marketing gimmick into psychological strategy that runs all the way the way from your reels to your company’s vacation policies.
You'll discover why brands with tight archetypal clarity grow 97% more than confused brands, how Founders like Richard Branson manage to infuse their archetypes across over 400 companies worldwide.
What You'll Learn:
- The Four Core Motivations:
- The Four Core psychological Motivations driving all archetypes
- Jung’s 12 Core Archetypes with Brand Examples
- The difference between founder archetype, brand archetype, and product archetype
- Why combining primary and secondary archetypes creates depth
- Warning signs of archetypal dissonance and which archetypes and personality types clash (and what to do about it)
- How to translate archetypes into voice, visuals, and customer experience
- Creating an archetypal strategy document for consistency
Links & Resources Mentioned:
- "The Hero and the Outlaw" by Margaret Mark and Carol Pearson
- Nic’s Colour Brand Quiz
- Get on the waitlist for our new course to build your brand with archetypes.
