Archetypes map

Description

The Archetypes Map is a strategic tool that reveals how your brand’s identity compares to its closest competitors—using the lens of classic brand archetypes derived from Jungian psychology. This isn’t about audience segmentation, but about understanding how your brand behaves, communicates, and is perceived, relative to the broader emotional landscape of your industry.

We assess the personality your brand expresses—whether it aligns more with the Hero, the Sage, the Outlaw, or another of the 12 universal archetypes—and do the same for up to three competitors. The result is a clear visual map that shows overlaps, gaps, and positioning opportunities within your market.

This analysis guides strategic decisions on tone of voice, storytelling, visual style, and emotional resonance—ensuring your brand doesn’t just speak, but speaks distinctly. Ideal for rebranding, competitive differentiation, or building more cohesive messaging across all channels.