Building Relatable Brands with Archetypes
A course by Raluca Elena Rogoz , 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
Joined March 2022
“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?
14 lessons & 24 downloads
- 98% positive reviews (52)
- 1,742 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 · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
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
Raluca Elena Rogoz
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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FAQs
Archetype-based branding uses universal character types, like the Hero or Sage, to shape a brand’s personality and story. This approach helps brands connect emotionally with audiences and stand out by aligning messaging and visuals with core motivations and values.
This course is designed for intermediate learners. You should have some familiarity with branding basics, but you don’t need to be an expert or have extensive professional experience.
You’ll learn techniques for building strong emotional connections with customers, including storytelling, empathy, and leveraging archetypes to create memorable and relatable brand experiences.
Jungian archetypes provide a framework for defining brand personalities and crafting messaging that resonates. Brands use these archetypes to evoke emotional responses and differentiate themselves in the market.
You’ll need a basic understanding of branding concepts, internet access, and a willingness to engage in creative and strategic exercises. No advanced tools or software are required.
The course shows how to choose colors, typography, and imagery that align with your brand’s archetype, ensuring your visual identity reflects core values and emotional appeal.
Yes, you’ll learn strategies for effective teamwork, communication, and hosting branding workshops to foster collaboration and creativity within branding projects.
Honestly, It's an really interesting concept and I am inspired by this - but I think overall this course has not been developed enough. The archetypes explained felt chaotic - and sometimes it didn't make a lot of sense. There's too much fluffy abstract words that sounds good or clever at first, but then when you really sit down and consider - you are left confused. For example- it still not explained why creator is under the category to seek "stability". it was completely brushed off.
Excelente curso! los textos de referencia geiales tambien!
Really great information and structure!
Love it!!
toll erklärt - konkrete Umsetzunshilfen - super!