In this dynamic and engaging presentation on Brand Archetypes, delve into the strategic framework that unlocks the essence of your brand identity. Uncover the power of storytelling and emotional resonance as we explore archetypal characters such as the Hero, Explorer, and Sage, and understand how they can be harnessed to create a compelling narrative for your brand. Discover the synergy between Jungian psychology and marketing, unlocking the subconscious connection with your target audience.

1. BRAND
ARCHETYPES
PRESENTED BY:
PRESENTED BY:
PRESENTED BY:
GOULLAL MANAL
GOULLAL MANAL
GOULLAL MANAL

2. Plan
1. Who invented Archetypes?
2. What is a brand archetype?
3. The importance of brand archetypes
4. The 12 Brand archetypes
6. How to use Brand Archetypes?
5. Quiz: Which archetype is this brand?

3. “THESE [ARCHETYPES] ARE IMPRINTED AND
HARDWIRED INTO OUR PSYCHES.”
WHO INVENTED ARCHETYPES?
CARL JUNG (1875- 1961)
CARL JUNG (1875- 1961)
SWISS PSYCHIATRIST AND
PSYCHOANALYST
“THERE ARE FORMS OR IMAGES OF A
COLLECTIVE NATURE WHICH OCCUR
PRACTICALLY ALL OVER THE EARTH AS
CONSTITUENTS OF MYTHS AND AT THE
SAME TIME, AS INDIVIDUAL PRODUCTS OF
UNCONSCIOUS.”
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS
-THE ARCHETYPES AND THE COLLECTIVE UNCONSCIOUS

4. WHAT, THEN, IS A BRAND ARCHETYPE?
A BRAND ARCHETYPE IS A REPRESENTATION OF YOUR
BRAND AS A PERSONA BASED ON 12 KEY HUMAN
DESIRES AND VALUES. THE IDEA BEHIND CREATING
YOUR ARCHETYPE IS TO BUILD A BRAND NARRATIVE
AND CREATE AN EMOTIONAL CONNECTION WITH YOUR
TARGET AUDIENCE.
-HUBSPOT

5. “ARCHETYPES ARE THE
HEARTBEAT OF A BRAND
BECAUSE THEY CONVEY A
MEANING THAT MAKES
CUSTOMERS RELATE TO A
PRODUCT AS IF IT
ACTUALLY WERE ALIVE IN
SOME WAY, THEY HAVE A
RELATIONSHIP WITH IT
AND CARE ABOUT IT.”
-“The Hero and the Outlaw: Building Extraordinary
Brands Through the Power of Archetypes” by
Margaret Mark and Carol S. Pearson

6. ACCORDING TO GERALD ZALTMAN,
ACCORDING TO GERALD ZALTMAN,
A HARVARD BUSINESS SCHOOL
A HARVARD BUSINESS SCHOOL
PROFESSOR,
PROFESSOR, 95% OF PEOPLE’S
95% OF PEOPLE’S
PURCHASING DECISIONS OCCUR
PURCHASING DECISIONS OCCUR IN
IN
THE SUBCONSCIOUS MIND.
THE SUBCONSCIOUS MIND.

7. THE 12 BRAND ARCHETYPES

8. LEAVE LEGACY

9. OUTLAW
OUTLAW
"Don’t try to control me
and we won’t have a problem"

10. brandmasteracademy.com

11. MAGICIAN
MAGICIAN
"There’s more to most
than the eyes can see"

12. brandmasteracademy.com

13. HERO
HERO
"I strive to be the best for myself
and the greater good"

14. brandmasteracademy.com

15. PURSUIE CONNECTION

16. LOVER
LOVER
“Don’t break my heart, I only
have one to give"

17. brandmasteracademy.com

18. JESTER
JESTER
“When I’m not having fun
I’m mostly laughing"

19. brandmasteracademy.com

20. EVERYMAN
EVERYMAN
“I’m the same as you and
you’re the same as me"

21. brandmasteracademy.com

22. PROVIDE STRUCTURE

23. CAREGIVER
CAREGIVER
"It’s not about how much you
give, it’s about how you give"

24. brandmasteracademy.com

25. RULER
RULER
"Nobody gives you power,
you have to take it"

26. brandmasteracademy.com

27. CREATOR
CREATOR
"If it can be imagined, it can be
created"

28. brandmasteracademy.com

29. EXPLORE SPIRITUALITY

30. INNOCENT
INNOCENT
"Nothing is more wholesome
than nature itself"

31. brandmasteracademy.com

32. SAGE
SAGE
“Knowledge itsel isn’t power,
how you use it is"

33. brandmasteracademy.com

34. EXPLORER
EXPLORER
""The unexplored and the
unknown is where I’m home"

35. brandmasteracademy.com

36. QUIZ:
WHICH ARCHETYPE IS
THIS BRAND?

45. Step #1: Understand audience personality
HOW TO USE BRAND ARCHETYPES?
Step#3: Align them to an archetype
Step#4: Know what they need
Step#5: Define your brand archetype mix
brandmasteracademy.com
Step#2: Identify attractive characteristics

46. CONCLUSION

47. THANK
YOU

48. RESOURCES

49. Carl Jung (1959). The Archetypes and the Collective Unconscious, Collected Works,
Volume 9, Part 1. Princeton University Press.
"What is Jungian Psychology? (2021) – Types, Archetypes, Complexes and More".
PsychoTreat.
Hubspot (2022), [Online]: https://blog.hubspot.com/marketing/brand-archetypes
Brandmasteracademy (2022), [Online]: https://brandmasteracademy.com/
Margaret Mark and Carol S. Pearson (2001). The Hero and the Outlaw: Building
Extraordinary Brands Through the Power of Archetypes”.

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MAY 02, 2025
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