fundamental brand archetypes

Your Guide to Fundamental Archetypes

What are Fundamental archetypes?

“Archetype,” as a word, has ancient Greek origins that translate to “original patterns.” In a sense, archetype as a combined meaning refers to original patterns from which highly similar human personas are fashioned.

Carl Gustav Jung is famous for applying archetypes to human pyschology. He believed universal archetypes lived within the collective human psyche. Therefore archetypes, as we know them – and will discuss them here – represent “represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions.”

Why You Need to Know This

There are countless archetypes; however, Jung defined 12 primary archetypes, each with its own set of motivations, values and personality. Generally speaking, we all possess several archetypes within us but one will to hold primary residence in our personality. It’s helpful to know and understand archetypes as you develop your brand, because what appeals to you will appeal to your perfect audience – i.e. your soul tribe.  Further, understanding archetypes helps you understand people you know – friends, siblings and coworkers – and gives you a little insight into their personal design. 

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Brand Archetypes

What are Brand Archetypes

Brand archetypes embody universal stories and journeys we all share.  They represent roles and situations we play in these universal tales, the lessons learned, the paths we walk and how we walk them. Since brands are humanistic – like people – we can explore them in the same way we explore ourselves, developing unique insights and approaches to brand positioning and strategy.


Archetypes Make Branding Easier

Brand archetypes originate from Carl Jung, a Swiss psychiatrist who founded the concept of psychological archetypes. Psychological archetypes are universal concepts embedded in humanity’s conscious and subconscious thought.

Archetypes stimulate us emotionally and psychologically. They mirror our deepest thoughts, desires and intentions and fears, connecting our conscious mind with inherently expressive subconscious meanings and concepts within our universal thoughts.

Branding is the gut feeling people hold regarding you, including your products and services. Working with archetypal branding allows you to research and discover who you are (your current archetype(s), and all their inherent properties) and who you may need to become.

Branding through archetypes expands the humanity of your brand, making it more humanistic and relatable, and giving it the personality it truly requires for distinction. Once you determine these qualities, you anchor your brand behavior against the beliefs that are already embedded within humanity’s collective conscious and unconscious understanding. The more in alignment your brand is with the archetype and its related behaviors, the more trustworthy and cohesive your brand becomes.

How to Use Brand Archetypes

Archetypes can be used for branding and communications exploration. Integrate them with a linear, left-brained approach to create a transcendent brand experience that pushes beyond the realm of the mundane and easily assimilated. Using brand archetypes provides instant clarity through a pre-defined vantage point that will highlight inconsistencies, gaps, and opportunities for exploration.

Understanding brand archetypes can help your brand strategy kick ass via SWOT analysis. Why? Because you’ll be able to set the tone. In an industry of Generalists, you can become the Gambler. You can swap out being the Sage for the Samaritan, the Seeker or the Sovereign.

Explore brand archetypes through independent study. Archetypes in Branding is one of my favorite creative resources for brand development through archetypal exploration. Margaret Mark’s The Hero and the Outlaw is another well-revered source of brand guidance via archetypes also.

Of course, you can also schedule your free 30 minute Bombshell Branding Breakthrough Session with me. I’ll help you identify areas of improvement with your strategy and give you actionable insights for immediate brand development.

How to Survive Full Sail Online

Okay so, I went to Full Sail and got not one but two Master’s degrees. One in Internet Marketing; the other Media Design.

I’ve gotten asked plenty of times how Full Sail is and what to expect, so I finally took it upon myself to make a video regarding my experience and ways to get ahead and succeed with the program. I enjoyed myself but it was a lot of hard work and to be quite honest, I never really went for a Master’s there in the hopes of getting a job but furthering my business.

Has this helped me land work? Yes, of course. But was it my motivation? No, it wasn’t.

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How to Create a Social Media Strategy for Instagram

Instagram ChaudsJuiceTherapy


This post is inspired by a friend of mine who has a product-based business and loves Instagram, but has no idea how to generate more customers through the app. If, like her, you have a tangible (physical) product that’s marketable but have NO idea how to generate an audience, f*ckwithmeyouknowIgotit.

I’ll show you why Instagram marketing can help you grow business, and how to create a social media strategy for Instagram with your own personal IG account. Continue reading

A Lady’s Guide to Sexual Empowerment: Confidence in the Bedroom + Boardroom

Sexual vitality is powerful. In addition to giving you an undeniable, blissful glow, sexual energy turbocharges your confidence and sends it soaring well beyond the bedroom. It’s this confidence that makes it easier for you to assert yourself in all areas of life. As a sexually empowered woman, you’ll know how to get what you want when you want it – unapologetically.

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