Not just because the words and images are striking — but because they make you feel something.
FACT:
Brands that market with archetypes create STRONG FEELINGS in customers
Think of the ads and websites
that make you stop in your tracks.
POWER
NIKE
INTRIGUE
MAILCHIMP
DELIGHT
JOHNSON & JOHNSON
These brands jump out from pages and screens.
They grab your emotions by the jugular.
... which leaves you wondering:
"How on earth do they DO it?
And will I ever create a brand like that???"
This is the psychology that drives brand attraction
Based on Carl Jung’s theory of symbolism,
the 12 brand archetypes draw on subconscious
associations with 12 story characters.
Used correctly,
archetypes give your brand
the heart-grabbing magnetism of a Netflix drama.
This means that you can:
- Woo the subconscious mind with evocative colors and images.
- Get noticed and remembered with a standout brand voice.
- Position as dramatically different than the competition.
- Compete on something other than price — and win.
- Earn avid loyalty — (hello, brand ambassadors!)
- Achieve one consistent "look and feel" across multiple assets, channels and sub-brands.
... and if you think archetype psychology is the kind of thing that only belongs to
BIG BRANDS AND BIG AGENCIES...
... I'm going to ask you a question.
What if YOU knew
everything you needed to know about
how to market with
BRAND ARCHETYPES?
What if YOU
had a firm grasp on archetype psychology
and how to create magnetic marketing?
What if YOU had all the answers?
Not your Slack friends.
Not your client's business consultant.
Not the marketing director who hired you.
YOU.
What if you could be sitting behind your desk ...
... sipping a latte, 12 browsers open, Slack notifications flashing
and also ...
CONFIDENTLY
EXPLAINING
why a client company is a Hero brand?
Because you just
reviewed a quick video on Hero brands, then confirmed your choice with a decisive checklist.
CLEVERLY
SELECTING
a strategic color palette for a Ruler brand?
Because you have
clear visual guidelines for each brand archetype — and a stash of stunning examples for inspiration.
CREATIVELY
CRAFTING
an ad campaign concept for a Jester brand?
Because you finally
grasp the difference between the Jester and the Innocent — and can unleash your creativity within the framework of 3 simple voice rules.
What if you could do ALL of that
all.
by.
your.
brilliant.
self.
Yeah, that'd be pretty cool.
No-Hype Brand Archetypes is the crash course that gives you everything
designers wonder about. the blogosphere won't tell you. the books overcomplicate. marketing directors expect you to know. copywriters need for branded copy.
It's the course that lets you
implement archetype psychology immediately.
(And will be the resource you come back to again and again.)
"No dollar amount can define the impact"
I’ve used what I’ve learned to create scalable culture messaging. Clients marvel at how they finally have the words to express their vision as a company. No dollar amount can define the impact this makes on large healthcare organizations. I know that my work truly affects my client’s bottom line and pays for itself many thousands of times over.
SURI JERUSALEM
PARADIGM
SURI JERUSALEM
PARADIGM
People who are
locked
in a kind of
awkward archetype side-step.
Because they're figuring things out as they go along —
and sort of hoping no one realizes it.
THE COPYWRITER >
She just got a creative brief containing a "brand archetype" section. Now she's self-medicating with food while running 3 Google searches and shooting off frantic Slack posts to anyone who can help.
THE ENTREPRENEUR >
He's got 3 proposals in his inbox from marketing agencies. ($10K, $15K and $30K) — which he can't afford. So he's trying to cobble together a brand strategy on his own — and this is SO not his forte. ☹
THE DESIGNER >
She's already read every archetype book, blog, and free-PDF-in-exchange-for-her-email-address. So she's practically an expert. She's just getting stuck at what to DO with all this vague and weighty knowledge.
These exceptionally talented people
SHOULD
be wielding archetype psychology
as their #1 creative weapon
No-Hype Brand Archetypes
is the creator's hands-on guide to
ARCHETYPE PSYCHOLOGY IN MARKETING
What can you do with it?
Own the craft of choosing and using brand archetypes
Banish dependency on
intuition and guesswork
with
14 detailed how-to videos
Refer to practical messaging guidelines
Stop wondering what to do
with your archetype wisdom
with
12 brand archetype messaging guides
Discover inspiring real brand examples
Go from dry-on-ideas to
overflowing with them —
no Googling required
with
80+ links to brand websites
PLUS
have all the messaging
in one place
with
a PRINTABLE Brand Archetype Messaging Guide
Who is already No-Hype Brand Archetyping?
This is not theoretical learning.
Creators use this formulaic approach to archtypes in real life, all the time.
COPYWRITER LIBBY KASTEN
used this course to create her first-ever brand messaging guide — and she’ll use it again.
LIBBY'S TAKE >
"Archetype is such a complicated thing, but this course was simple to use and extremely practical. I implemented it immediately. I would 100% use it again. It's just pulling me back, because it's so practical. Even if I'm very clear about the archetype, I would still go back for a refresher or a messaging guide, or to skim through a website."
CREATIVE DIRECTOR RACHEL FRIEDLANDER
keeps the printable guide on her desk and uses it to develop personal brands for clients.
RACHEL'S TAKE >
"Before I got this course I'd read the book The Hero and The Outlaw. Which, I'm going to be blunt and honest — is kind of heavy, technical and hard to implement. This course was so much fun. I totally binge-watched... everything made so much sense. It was mind-blowing. I have the printable messaging guide literally sitting on my desk. This is what we work on all the time."
Light on headspace, tight on time?
Bite-sized videos are perfect for skimming and quick-checking
Binge-watch
over lunch
breaks
Sound smart
during sales
calls
Crush deadlines
with impressive results
You don't need to be "doing branding"
to harness the power of archetypes
Archetype psychology can help drive
- web copy
- creative campaigns
- social media content
- brand design
- business culture
Copywriter
Chani Kahan
is writing ad campaigns for
nonprofits – with voice.
"I've started incorporating brand archetypes into my process!"
>>>
Sometimes I want to differentiate between subtle brand voices for my clients. Even if I'm just writing an ad campaign. This course helps me figure out the difference between different brands, and how to talk in a way that speaks like them.... it was so clear, easy to understand, and fun to watch and listen to. It includes a ton of visuals so you can really see how it comes into play in real life. No-Hype Brand Archetypes is helping me be intentional with my copy & brand voice. I started incorporating brand archetypes into my process!
Chani Kahan
NPO Campaign Copywriter
Entrepreneur
Fraidy Monheit
is choosing corporate gifts — strategically.
"Made it really simple to figure out how to use the archetypes."
>>>
In my company, I pair clients with gifts based on the brand archetype. And before I bought this course, I already knew a lot about brand archetypes; I’d read two books about it, did a bunch of Googling, and figuring it out.
But because my company focuses on brand first, I’m really into this! I wanted to learn the most I could about brand archetypes so I could be on target when talking to clients.
This course reinforced everything I knew and made it really simple to figure out how to use archetypes for my clients. I found the checklist for each archetype very valuable… it helps you feel sure of which one to choose.
I felt like before, I was putting everyone in the same three categories, and now I’ll use the other archetypes more.
But because my company focuses on brand first, I’m really into this! I wanted to learn the most I could about brand archetypes so I could be on target when talking to clients.
This course reinforced everything I knew and made it really simple to figure out how to use archetypes for my clients. I found the checklist for each archetype very valuable… it helps you feel sure of which one to choose.
I felt like before, I was putting everyone in the same three categories, and now I’ll use the other archetypes more.
Fraidy Monheit
CEO, Regards
Already read everything about brand archetypes?
You are awesome.
Now get the strategies + information you WON'T find anywhere else
"I had no idea what archetypes were —
even though I'd read tons of articles"
I wanted to learn more about brand archetypes and incorporate them into copywriting. So I tried to teach myself and figure it out. And I could list them for you if I wanted, but even though I’d read tons of articles… I had no idea what they were. I started listening to No-Hype Brand Archetypes and it was so awesome. Because even though the videos were very short, it was very to the point and got right down to the foundations: what each archetype makes you feel, what it makes you think, and how you should be. That stuff was exceptionally useful and practical… I had a one-page website this week and I was really struggling with the voice. They didn’t really have a voice. I said, “Okay, we’re going to do Hero.” And it really made the copy so much stronger.
Eliana Cline
B2B Website Copywriter
Eliana Cline
B2B Website Copywriter
What can you do with this course?
Six cool things
Demystify archetypes
Fully grasp the branding
behaviors of every archetype —
with messaging examples
from 80+ brands
Choose
scientifically
Apply my MAD Formula™️
to the process of choosing the right brand archetype — using data, not guesswork.
Proceed with confidence
Use a simple checklist to affirm your choice of archetypes so you can move forward without second-guessing yourself.
Explore
examples
Discover drool-worthy
sites at your fingertips —
and visit them with
one click.
Leverage
symbolism
Learn how to use
brand archetypes in your marketing (from voice to color palettes to visual symbolism)
Double-dip
on data
Revisit neatly organized archetype guidelines, anytime. Gain from — and contribute to — an archive of brand archetype FAQs.
... and here's a surprising perk >
Understand your family better
Discover insights into the core motivations that make people who they are. Change the way you think about that "too much" person in your life.
“This course gave me a motivation for each of the archetypes. I love the enneagram and personality types. This is like the enneagram for brands. It gave me a depth.”
Chani Kahan
NPO Copywriter
NOW THE MILLION-DOLLAR QUESTION
Who created this course?
(and what is her archetype ???)
Hiya, I'm Chaya.
(80% Creator, 20% Ruler, since you're asking.)
I’m a brand strategist for multi-million dollar clients and a brand strategy trainer for marketers. I created this course because the prevalence of archetype confusion out there is ridiculous. With so many blogs, books, and free printable PDFs, it should be easy to choose and use brand archetypes. But it wasn’t. Until now.
I take creative branding and CODIFY it. That’s because way too many brands and creatives fall for the illusion of “fluff;” messaging that “feels right” and “looks nice” and images that “are my favorite color.” But that’s all a misunderstanding — and sometimes a costly one. Branding is a science, not just an ART. I use my MAD Formula™️ to deliver a more scientific, accurate and data-driven process for branding and messaging.
The first time I ever trained a group to use brand archetypes was in Brand Authority, my intensive live training program for creative marketers. The reaction was thunderous. Marketers said things like “It was worth taking this whole course just for this module,” and “This was the coolest thing I ever learned.” I knew this was powerful information that I had to put in the hands of creators everywhere. So I repackaged the archetype module as a course unto itself — No-Hype Brand Archetypes.
You’re going to do what you do best, of course. Get to work creatively. Only now, you’ll have a logical process to follow instead of gutwork and guesswork. I want you to use this to unleash something insanely awesome onto the world. Something only YOU can create. Then come back and tell me about it.
I asked creators what they loved about this course.
Here's what they said
The archetype
checklists
Fraidy Monheit
CEO
Regards
"I found the checklist for each archetype very valuable … it helps you feel sure of which archetype to choose. I felt like before I was putting everyone in the same three categories, and now I’ll use the other archetypes more."
B2B vs B2C
differences
Sara Tyberg
Agency Copywriter
The Document Docs
"I love how you divided B2B and B2C in the videos. The type of business makes a huge difference in the approach and manifestation of archetypes. The way you articulated it was very eye-opening for me."
Mood boards
and palettes
Zippy Seliger
B2B Website Copywriter
& Speaker
"Loved the mood boards and color palettes. As a copywriter, I always think in terms of words and messaging, but there's a lot more at play. So the fact that I could visualize the brand as well was really helpful."
THE KICKER
5 Stars from Eden Bidani
(conversion hero & savior of all mankind messaging)
"Inspiring but not overwhelming.
Awesome with a capital A."
So clear and concise, definitely straightforward and no-hype. I’ve found other descriptions and explanations of archetypes confusing and unclear, but these videos communicated the core idea or theme behind each archetype, fleshed it out with plenty of examples, gave the pros and cons of each, and backed it up with additional resources. Perfect. Just the right amount of info to be inspiring but not overwhelming. I thought it was Awesome with a capital A.
5 gold stars .⭐⭐⭐⭐⭐
Eden Bidani
Conversion Copywriter & Acquisition Strategist at Cape Agency
The 12 Brand Archetypes talk about this course
(Fiction alert — I made these up just to amuse you.)
"WOW for impact.
This course will help you create better stuff than
EVER before."
This course will help you create better stuff than
EVER before."
"So fun, so simple.
Less like a course and more like cotton candy."
Less like a course and more like cotton candy."
"Love being part of the
knows-about-archetypes crowd.
Clients like it, too."
knows-about-archetypes crowd.
Clients like it, too."
"I am about to blow some clients' minds.
Thank you, Chaya."
Thank you, Chaya."
"Guaranteed to make you look
really smart or really creative.
When in fact, you are neither."
really smart or really creative.
When in fact, you are neither."
"Throw out them books -
or use them as toilet paper.
This course is the real deal."
or use them as toilet paper.
This course is the real deal."
"Stunning examples in every
module. Could not resist."
module. Could not resist."
"Like wow TRANSFORMATIONAL.
Our marketing became more
powerful overnight."
Our marketing became more
powerful overnight."
"Takes you on an epic adventure
through the wilds of archetypes."
through the wilds of archetypes."
"A veritable wealth of archetype wisdom -
in just a short amount of time."
in just a short amount of time."
"About time you took control of
your customer's subconscious.
This course lets you do it."
your customer's subconscious.
This course lets you do it."
SOME NOTES FROM OUR CAREGIVER
Before buying the course, you should know:
This course is hosted on a platform called LEARN, which is awesome. But it is NOT optimized for mobile. To get the most out of this course, you’ll need a laptop or PC.
While the Lover archetype is all about connection, many Lover brands are simply about lust. As a person of faith, I have not included lustful images or websites in the course videos or in the archive of examples. For that reason, there are significantly less examples and links to Lover brands when compared with the other archetypes.
Once this knowledge is in your head, it’s impossible for us to take it out. We’re confident in this product and are not offering refunds. If you have any questions or doubts, ask before you buy. We’re happy to answer.
As a course member, you’ll be able to submit:
- Questions to be considered as additions to our FAQs section
- Brands to be considered as additions to our archive of examples (including your own — flaunt!)
Oh, so you’re reading the footer!
Cool. (I once had a fortune cookie that said “You will meet someone who reads footers.” Guess it was you.) 🥠