Building Relatable Brands with Archetypes
A course by Raluca Elena Rogoz
Marketing and Branding Strategist.
Lisbon, Portugal.
Joined March 2022
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, Marketing and Branding Strategist
Joined March 2022
Learn to use the power of archetypes to define a brand’s personality and create a compelling identity that resonates with the target audience
- 100% positive reviews (9)
- 436 students
- Audio: English
- English, Spanish, Portuguese, German, French, Italian, Polish, Dutch
Learn to use the power of archetypes to define a brand’s personality and create a compelling identity that resonates with the target audience
Joined March 2022
- 100% positive reviews (9)
- 436 students
- 14 lessons (2h 6m)
- 24 additional resources (13 files)
- Online and at your own pace
- Available on the app
- Audio: English
- English, Spanish, Portuguese, German, French, Italian, Polish, Dutch
- Level: Beginner
- Unlimited access forever
“Crafting a brand is like building a character for a novel. The more you trigger feelings and emotions in your audience, the better you will connect with them.”
Raluca Elena Rogoz is a brand strategist who specializes in helping companies create a personified image that resonates with their audience. To do so, she relies on the relatability of archetypes, which encompass a set of universally understood character traits. Her career portfolio includes clients like Jaguar Land Rover, SEAT, Deloitte, Daikin, Aperol, Campari, and Coca-Cola.
In this online course, Raluca teaches you the secrets to archetype-based branding. Learn how to use these character concepts to define your brand’s personality and design a coherent visual identity around it. Tap into the power of empathy and create an authentic connection with your customers.
What will you learn in this online course?
Course table of contents
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U1U1. Introduction
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U2U2. Brand Narratives and Archetypes
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U3U3. Crafting Your Brand Story
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U4U4. Bringing the Brand to Life
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FPFP Final project
Meet Raluca Rogoz, brand strategist, entrepreneur, and your teacher for the course. Hear about her winding career path across multiple countries, as well as the influences that have inspired her along the way.
Discover what makes a brand memorable and the role emotions play in connecting with audiences on a deeper level. Raluca then introduces you to the concept of archetypes and how they can be applied to branding, going over each of 12 Jungian figures and the main character traits they represent.
Time to find your place on the personality map. Look at several case studies to see archetypes in action and create a profile for your dream customer by researching their behavior and what drives them. Determine which archetype that best matches your brand and start shaping its identity by embracing the associated traits.
Finally, Raluca teaches you how to build your brand’s image through visuals and text that align with its personality Wrap up by showcasing the key information from your project in a concise, professional-looking presentation.
What is this course's project?
Design a brand’s personality and visual identity using archetypes.
Who is this online course for?
This course is for anyone with an interest in creative branding and design.
Requirements and materials
All you need is a computer with access to a presentation or design program like PowerPoint, Keynote, or Canva.
Reviews
A course by Raluca Elena Rogoz
Raluca Elena Rogoz is a Romanian marketing and branding strategist based in Madrid. After completing a degree in marketing and communication, she worked in numerous creative jobs before combining her talents to open a boutique agency, where she specialized in branding. She later pivoted into the corporate world and managed major European markets for Jaguar Land Rover.
Raluca currently runs her own branding consultancy, helping companies define their values and connect with their audience using archetype-based strategies. Her career portfolio includes clients such as SEAT, Deloitte, Daikin, Geze, MARS, Aperol, Campari, and Coca-Cola. She also shares her knowledge through workshops designed to empower entrepreneurs.
Content
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U1
Introduction
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About Me
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Influences
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U2
Brand Narratives and Archetypes
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What Makes a Brand Memorable? Emotional Connection
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The Power and Role of Archetypes
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The Yearning for Paradise: The Innocent, Explorer, and Sage Archetype
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Leaving a Thumbprint on the World: The Hero, Outlaw, and Magician Archetype
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No One Is an Island: The Guy or Girl Next Door, Lover, and Jester Archetype
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Providing Structure to the World: The Caregiver, Creator, and Ruler Archetype
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U3
Crafting Your Brand Story
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Case Studies
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Understanding Your Dream Client
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Embracing Your Archetype
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U4
Bringing the Brand to Life
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The Checklist and Verbal Message
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The Visuals
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Finishing Up
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FP
Final project
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Building Relatable Brands with Archetypes
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.
All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.
The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.
You can redeem the course you received by accessing the redeeming page and entering your gift code.
veronica_pvcalleros
Excelente información. Un curso práctico e interesante, Raluca sabe explicar bien.
Solo una observación , he comprado muchos cursos y los que no son el lenguaje castellana, tienen el material en el idioma original. Esto deja al curso incompleto, habrá alguna manera de corregirlo?
Gracias!
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vanessa_flourish
Interesting course.
josedaniel_design
Muy buen curso, te explica de manera entendible los arquetipos de personalidad. Muy buen curso para iniciar en el tema de trabajar con arquetipos de personalidad para identidad de marca.
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nattylung
Me encanta, super practico y con información muy útil.
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isabella_mlemos
Curso muito interessante, boas explicações e ensinamentos.
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