Archetypes: Discovered, Not Chosen

The 12 Jungian brand archetypes, used as strategy, not as personality quiz.

If you chose it in a workshop and the team voted, you probably chose the wrong one.

What this is

Twelve archetypes, explained through real brands and real mistakes. Learn to discover the archetype a brand already has, use it to make decisions, and keep it consistent across every channel.

What you will be able to do

Modules

  1. Foundations. What archetypes are, why they work on customers, why they are a decision tool rather than decoration, and why the workshop vote usually picks the wrong one. 3 lessons.
  2. The motivation map. Where the twelve archetypes come from, and the map of four core desires that tells you which group your customer is actually buying from. 2 lessons.
  3. The Independence archetypes. The Innocent, the Explorer and the Sage: three brands that sell freedom, from worry, from walls and from confusion. 3 lessons.
  4. The Mastery archetypes. The Hero, the Outlaw and the Magician: the most voted, most faked archetypes, and what it costs to prove them. 3 lessons.
  5. The Belonging archetypes. The Everyman, the Lover and the Jester: brands people stay loyal to because they feel like part of life, not a purchase. 3 lessons.
  6. The Stability archetypes. The Caregiver, the Creator and the Ruler: brands that make people feel protected, equipped and in good hands. 3 lessons.
  7. Discovery method. How to find the archetype from evidence: audit what the brand already does, read the founder signal, then validate it in customers' own words. 3 lessons.
  8. Primary, secondary and conflict. How a primary and a secondary archetype share the work, which pairs fight each other, and how to resolve a pair that confuses customers. 2 lessons.
  9. Archetype into voice, language and visuals. Turning the archetype into words, banned words, colour, type, imagery and layout, then holding it steady across every channel while only tone flexes. 3 lessons.
  10. Archetype in behaviour. The archetype proven in service, pricing, policy and refusals, and tested hardest in how the brand apologises when something goes wrong. 2 lessons.
  11. Case scenarios. Three full walk-throughs of Malaysian businesses, from evidence to archetype decision to execution, including the mistakes they nearly made. 3 lessons.
  12. Archetype governance. Using the archetype to settle creative arguments and brief every campaign, then evolving the brand without breaking the character customers trust. 2 lessons.

Who it is for

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