Building Relatable Brands with Archetypes

Learn to use the power of archetypes to define a brand’s personality and create a compelling identity that resonates with the target audience

• Introduction
• Brand Narratives and Archetypes
• Crafting Your Brand Story
• Bringing the Brand to Life
• Final project

“Crafting a brand is like building a character for a novel. The more you trigger feelings and emotions in your audience, the better you will connect with them.”

Raluca Elena Rogoz is a brand strategist who specializes in helping companies create a personified image that resonates with their audience. To do so, she relies on the relatability of archetypes, which encompass a set of universally understood character traits. Her career portfolio includes clients like Jaguar Land Rover, SEAT, Deloitte, Daikin, Aperol, Campari, and Coca-Cola.

In this online course, Raluca teaches you the secrets to archetype-based branding. Learn how to use these character concepts to define your brand’s personality and design a coherent visual identity around it. Tap into the power of empathy and create an authentic connection with your customers.

• About Me
• Influences
• What Makes a Brand Memorable? Emotional Connection
• The Power and Role of Archetypes
• The Yearning for Paradise: The Innocent, Explorer, and Sage Archetype
• Leaving a Thumbprint on the World: The Hero, Outlaw, and Magician Archetype
• No One Is an Island: The Guy or Girl Next Door, Lover, and Jester Archetype
• Providing Structure to the World: The Caregiver, Creator, and Ruler Archetype
• Case Studies
• Understanding Your Dream Client
• Embracing Your Archetype
• The Checklist and Verbal Message
• The Visuals
• Finishing Up
• Building Relatable Brands with Archetypes