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    Course · Brand Foundations trackFramework

    Brand Archetypes

    The 12 archetypes deep-dive with brand examples, motivators and expression across voice, story and product.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Brand Archetype Picker
    12 Jungian archetypes — pick primary and secondary.
    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
    Value Proposition Canvas
    Customer jobs/pains/gains ↔ products/pain relievers/gain creators.
    Brand Differentiator
    The one thing only we say — with reasons to believe.
    Messaging House
    Promise on top · 3 pillars · proof points underneath.
    Mission Statement
    One sentence: who we serve, what we do, why it matters today.
    Tactics that execute this

    Concrete plays and workshops you can run to ship this strategy.

    Archetype Selection Workshop
    Tactic
    Run a 60-minute session to pick a primary + secondary archetype with do/don’t guardrails.
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    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.