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Cortis Creative


  • Writer's pictureCortis Loukes

Archetypes and Powerful StoryTelling

Brand storytelling is not just about weaving a tale. It's a strategic process of crafting narratives that not only capture the essence of your brand but also deeply resonate with your target audience. By tapping into the powerful realm of archetypes, we can create compelling stories that stand the test of time.

Jonah Sachs, in his seminal work, "Winning the Story Wars," delves into the art of using proven archetypes in brand storytelling. Sachs argues that these archetypes, which are timeless patterns of human character and narrative, serve as essential tools for businesses and brands to connect with their audience on a profound level.


From the beginning of time, stories have been used to share knowledge, pass down traditions, and shape societies. The recurring characters we see in these tales - the Hero, the Mentor, the Outlaw, and so on - are more than just figments of a writer's imagination. They're archetypes, universal symbols deeply ingrained in our collective consciousness. These archetypes cut across cultures and time, resonating with our innate understanding of the world and human nature. As a business or brand, leveraging these archetypes in your storytelling can lead to deeper, more meaningful connections with your audience.


  • The Hero: Consider a brand like Nike. Its stories always revolve around the Hero archetype. The message is clear: with Nike, anyone can overcome adversity and achieve their goals. This archetype appeals to the innate human desire to triumph over obstacles.

  • The Caregiver: Johnson & Johnson, the global medical devices company, embraces the Caregiver archetype. It presents itself as a brand that nurtures and protects, building an emotional bond with consumers who value safety and care.

  • The Explorer: The Explorer seeks freedom and a fulfilling experience. This archetype perfectly exemplifies brands like Jeep or The North Face, which inspire customers to embark on adventures and explore the world.


Incorporating archetypes into your brand storytelling fosters an instant and lasting connection with your audience. They provide a familiar structure that your audience can readily identify with, allowing you to speak to their desires, fears, and aspirations more effectively.

Moreover, using archetypes can lend consistency to your brand story. Whether it's in your marketing campaigns, social media content, or customer interactions, consistently portraying your brand through the lens of an archetype helps to reinforce your brand identity.

Remember, an effective brand story does more than just sell products; it evokes emotions, shapes perceptions, and builds a community. By leveraging archetypes, you are not just telling your brand's story, you are echoing narratives that have been told for centuries.

In the process, you are touching upon universal themes and experiences that deeply resonate with your audience, helping your brand to be remembered, revered, and retold. Cortis LoukesFounder & Editor.

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