05: Learn about the Good Guy Archetype

The Hero Archetype promises independence. Brands that value challenge tap into the universal patterns of the hero and exist to champion threats and foes in the world.

The Innocent Archetype promises paradise. Brands that value innocence tap into that child-like view of the world and exist to offer optimism, simplicity, and hope.

The Explorer Archetype promises independence. Brands that value exploration tap into the universal patterns of the explorer and exist to guide people to new adventures in the world.

The Caregiver Archetype promises belonging. brands that express the caregiver archetype value family and offer a promise of compassion and care to the world.

The Good Guy Archetype promises belonging. Brands that express and value everyday ‘familiar’ experiences tap into the universal patterns of the good guy and deliver practicality, inclusion and kindness to the world.

The Lover Archetype promises belonging. Brands that express the lover archetype to the world often deliver pleasure in the form of passion, indulgence and rich celebrated experiences.

Your brand’s unique position in the market can help differentiate you from your competition, help you attract the right customers and grow your business like mad! Archetypes provide a unique lens through which to look at your competitive landscape. Identify your unique brand position using archetypes.

Discover your True North. Gain clarity and confidence as you define your core archetype and understand how archetypes help to focus your brand and communication.

Archetypal psychology can help you to define the intrinsic meaning of the products and services you create and guide your brand identity, expression and business evolution leading to increased customer loyalty and exponential business growth.