Archetype-Based Branding Strategies
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Learn to combine engaging concepts with powerful archetypes to build strong brands that connect with the public
Hero, explorer, creator, and ruler are just some of the 12 archetypes you can use to convey and translate your brand’s identity. Renata Rodrigues, who’s worked with brands like Tátil, Itaú, and Magazine Luiza, teaches you to use the power of symbolism to develop compelling communication strategies that connect with the public.
In this course, learn to design consistent and creative brand strategies using archetype-based concepts. Renata teaches you to identify the archetype that best suits your business and how to translate each element into inspiring visual identities.
Start by hearing a little about Renata Rodrigues’ career as a designer and strategist, and see how she learned to create brand archetypes and revolutionize her projects. She also shares her biggest professional influences.
Move on to discover how brands and people express themselves nowadays before deepening your knowledge of archetype-based branding concepts, paying close attention to how they’re used for both branding and communications. Renata talks you through 12 archetypes divided into four cardinal orientations.
Now it’s time to analyze your business and choose the archetype that best suits your interests and values. Study your brand’s personality as well as the competition’s, and learn to create a visual identity using the characteristics of your chosen archetype.
Renata explains what a brand persona is and how to create one to help your brand form a connection with the public. To finish up, your teacher shows you other applications of the brand archetypes when choosing products and services.
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