Archetypes: a deep connection with your customer

Archetypes are universal characters that have existed for thousands of years worldwide. They are part of our shared stories.

Heroes, magicians, caregivers, explorers… 

Defining your main archetypes allows you to connect with these shared stories and facilitates creating a bond with your target audience.

We help you understand, select and leverage the power of archetypes.

Step 1

Goal & Theory

Pin down those intangible characteristics

Archetypes are shorthand for a rich universe, a coherent personality and a purpose.

We start by covering the goal and the desired outcome and give you enough understanding for you to feel comfortable with the exercises.

Step 2


Mental role play

Archetypes are a different lens through which to see your company and your customers.

You will explore the main families and get a feeling of how they fit with your endeavour.

Step 3

Who are you?

Which archetypes match?

You will go through, as a team, the families and individual archetypes and play, group, rank the ones that fit you, your company, your offer, your customers, your vibe.

Confronting each other on your choices brings out your common vision for your positioning. It helps clarify who you are.

 Most often you will settle with a main archetype and one or two secondary ones.

Step 4


Try it on, how does it fit?

We will go through your offer, your marketing, your customers and get a feeling if your main archetypes hold up in the real world.

How do your customers see you? How do you want them to see you?


Step 5

What will be the impact?

What deep connections can you create?

How does this new positioning feel? How does it change things going forward?

Which customer segments will most naturally connect with your archetypes? Will you adapt your targeting?

Which benefits will resonate most with your future customers? Will you change your message?

Does your brand image match your company’s personality? Should it evolve?

Fact sheet


Build a strong brand personality based on shared archetypes and clarify your positioning.


Strategic report

  • Main and secondary archetypes
  • Directions for brand evolution
  • Ideas for adapting your marketing 


Depending on the scope, 1 or 2 half-day interactive workshops, spaced over 1-2 weeks.

With management, product-management, marketing/communications staff and customer-facing team members.


In real life, in workshop room, with whiteboards, post-its. In your offices or in a rented space.

Online collaborative Zoom sessions with virtual whiteboards / post-its.

Option for hybrid sessions with multiple cameras and projector.

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