The Brand Archetype

Before a customer knows they feel anything about your brand, their subconscious has already run a safety check; can they recognize and categorize you? This happens subconsciously in milliseconds, based on their own experiences and the visual and verbal cues you put in front of them. This safety check informs how they feel. And only after those two boxes have been checked can someone move into the rationalizing, logical justifications for why they chose you.

Most founders overlook one, if not two, of these layers. Because most founders themselves primarily value just one. This tool will look at all three elements to help you identify where you are losing trust, logic or emotional connection with your audience.

Based on the intersection of three bodies of work: Daniel Kahneman’s research on System 1 and System 2 thinking, Dr. Antonio Damasio’s work on how emotion and feeling shape human decision-making before conscious thought, Carl Jung and Joseph Campbell’s foundational work on human archetypes, and thirty years of our own professional design and user experience practice.

This is more than a personality test. It’s a look at how your brand is actually processed by the people you’re trying to reach.