--- title: cogito | archetypal branding description: applying archetypes to brands is a powerful framework to give your brand a unique twist that makes the story-telling compelling and future-proof. --- - [who we are](https://www.cogito.marketing/equity) - [our services](https://www.cogito.marketing/added-value) - [cogithon](https://www.cogito.marketing/cogithon/hackathon-acquisition-branding) - [blog](https://www.cogito.marketing/blog) - [insights & analytics](https://www.cogito.marketing/abcsolutions) [![vast.png](https://www.cogito.marketing/hs-fs/hubfs/MATERIAL%20WEBSITE/Logo/LOGO%20Horizontal.png?width=335&height=86&name=LOGO%20Horizontal.png "vast.png")](https://www.cogito.marketing/?hsLang=en) - [who we are](https://www.cogito.marketing/equity) - [our services](https://www.cogito.marketing/added-value) - [cogithon](https://www.cogito.marketing/cogithon/hackathon-acquisition-branding) - [blog](https://www.cogito.marketing/blog) - [insights & analytics](https://www.cogito.marketing/abcsolutions) # ARCHETYPAL BRANDING   [![embrace this unique opportunity! reach out to us here ->](https://no-cache.hubspot.com/cta/default/7306514/575eb4d9-92e2-400b-8d7b-ac32d2828209.png)](https://cta-redirect.hubspot.com/cta/redirect/7306514/575eb4d9-92e2-400b-8d7b-ac32d2828209)   ## THE PROCESS OF APPLYING ARCHETYPES TO BRANDS IS A POWERFUL FRAMEWORK THAT PAYS TRIBUTE TO THE DIGITAL UNIVERSE. DEPENDING ON THE UNDERLYING ARCHETYPES, THE BRAND'S STORY TAKES A UNIQUE TWIST - THE ARCHETYPAL STORY THAT MAKES THE BRAND UNFORGETTABLE AND THUS ENSURES YOUR BUSINESS MAKES THE PARADIGM SHIFT TOWARDS COMPELLING USER EXPERIENCE ACROSS CHANNELS    ## THE SELECTION OF ARCHETYPE AND KEY PERSONALITY TRAITS IS NOT ARBITRARY OR A RANDOM LIST OF WORDS. IT ROOTS IN BRAND’S PRESENT, HISTORY, PURPOSE   ## THE COGITO BRANDING MODEL ### in a nutshell To get to the core of what your brand is, what your brand stands for, why your brand has a great impact and makes a difference, how your brand should express itself, we have developed a framework and a methodology that leverage - the key learnings from the book "The Hero and the Outlaw: building extraordinary brands through the power of archetypes" - the insights of the identity-based brand management theory pioneered by KAPFERER and BURMANN. ### the process The whole process that spans from brand identity, to brand personality and tone-of-voice is dedicated to - **uncover that unique something else** -that makes your brand stands out from the crowd -that has a meaningful impact on audiences’ life - **reveal the underlying archetypal brand story** -that unifies values, purpose, core essence, attributes, benefits, personality in a compelling manner -that audiences identify and identify with instantly - **drive cross-functional focus within your organization** -that sparks consistent actions to effectively generate demand -that guides the efforts to create greater brand experiences ### archetypal brands deliver **97%** higher market value ****added,**** **66% higher economic value added **than non-archetypal brands\* ### \*according to the *Young & Rubicam Worldwide study reported in the book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes* ![the archetypal branding process broken down into 6 phases, each symbolized by an image: target customer with a human face; functional benefits with utility knife; emotional benefit with bristly hair ; brand attributes with multicolored chameleon; brand personality with orange among apples; core essence with a thumbprint](https://www.cogito.marketing/hubfs/archetypal%20branding%20_framework.jpg "the archetypal branding process broken down into 6 phases, each symbolized by an image: target customer with a human face; functional benefits with utility knife; emotional benefit with bristly hair ; brand attributes with multicolored chameleon; brand personality with orange among apples; core essence with a thumbprint")   ## 1. customers' wants, tasks, motivations based on customer portraits,  buyer persona's empathy mapping, interviews with target groups or the sales guys who serve them, develop the most concrete and meaningful short description that summarizes the target group's behavior and key insights. ## 2. functional & emotional benefits select the competitive advantages which your brand can legitimately claim, while ensuring that they are relevant, distinctive and durable The functional and emotional benefits must be consistent and in line with the consumer's previously generated insights.   ## 3. reason to believe translate into the customer's language - no jargon! - why the product/service is the ultimate answer to the target audience's needs and what are the features that underpin the benefits claimed?   ## 4. personality define how your brand - as a person - thinks differently, behaves differently, speaks differently than others, in a word, how your brand tells its story. This is where archetypes - not to be confused with stereotypes - come into play and make a real difference when it comes to anchoring your brand in the minds of the relevant target group     ## 5. CORE ESSENCE capture the primary impact on customers to ensure they appreciate how meaningful, distinctive and consistent your brand is in helping them achieve their goals and ambitions.         ![the twelve archetypes wheel applied to Elisabeth II with her colored dresses and the question self-directed ruler or premium regular guy?](https://www.cogito.marketing/hubfs/aerchetypal%20branding_queen%20mum.jpg "the twelve archetypes wheel applied to Elisabeth II with her colored dresses and the question self-directed ruler or premium regular guy?")   [![LOGO Horizontal](https://www.cogito.marketing/hs-fs/hubfs/MATERIAL%20WEBSITE/Logo/LOGO%20Horizontal.png?width=204&height=52&name=LOGO%20Horizontal.png "LOGO Horizontal")](https://www.cogito.marketing/?hsLang=en) [Follow us on LinkedIn](https://www.linkedin.com/company/cogito-marketing-consult) [Follow us on Twitter](https://www.twitter.com/ConsultCogito) [Follow us on Facebook](https://www.facebook.com/AcquisitionStrategyDesign) #### acquisition strategy - [excellence fast track](https://www.cogito.marketing/acquisition-strategy) - [hacking your acquisition plan](https://www.cogito.marketing/cogithon/hackathon-acquisition-branding) - [off the beaten paths](https://www.cogito.marketing/added-value) #### archetypal branding - [core essence](https://www.cogito.marketing/archetypal-branding) - [tone of voice](https://www.cogito.marketing/360-degrees-approach) - [brand story](https://www.cogito.marketing/brain-trust) #### Lighthouses - [B2B](https://www.cogito.marketing/bestpractices/lighthouses-b2b) - [B2C](https://www.cogito.marketing/bestpractices/lighthouses-b2c) #### blog - [TLRS model](https://www.cogito.marketing/blog/tlrs-model) - [path to purchase](https://www.cogito.marketing/blog/path-to-purchase) - [stairs of agony](https://www.cogito.marketing/blog/stairs-of-agony) - [customer intimacy](https://www.cogito.marketing/blog/customer-intimacy) Copyright © 2026, COGITO Marketing Consult [Impressum | Privacy Policy | Terms and Conditions of Use](https://www.cogito.marketing/legal_information?hsLang=en)