How to Use Brand Archetypes to Hack the Mind of Your Customer and Give Your Numbers Real Value

Gina Martinez

Gina Martinez

Mar 02, 20244 min read


How to Use Brand Archetypes to Hack the Mind of Your Customer and Give Your Numbers Real Value

In the world of marketing and advertising, understanding the psychology of your customers is key. One powerful tool that can help you connect with your audience on a deeper level is the use of brand archetypes. These archetypes are universal characters or personas that we instinctively recognize and relate to. By aligning your brand with a specific archetype, you can tap into the subconscious desires and motivations of your customers, creating a strong and lasting connection.

When we see a brand that embodies a certain archetype, we may not consciously think of the character, but we have an instinctive understanding of it. It feels familiar to us, and we are able to connect with or avoid certain brands very quickly based on this understanding. For example, a brand that embodies the "Hero" archetype may inspire us to be brave and take action, while a brand that embodies the "Sage" archetype may appeal to our desire for knowledge and wisdom.

But how can you effectively use brand archetypes to hack the mind of your customer? One approach is to combine the power of archetypes with the storytelling potential of numbers and statistics. While numbers alone may be impressive, they can often feel cold and impersonal. By translating these numbers into stories, you can give them real value and life.

For instance, instead of simply stating that a certain product can save customers 50% on their gas expenses, you can create a story around it. Let's say the average American drives 40 miles a day. By using a more fuel-efficient car, such as a Prius, they can save 50% on their gas expenses. Now, instead of just presenting this as a statistic, you can frame it as a story. If they were to replace their car with a Prius, in a month, they would have saved enough money to go on a fancy dinner date. In 6 months, their savings would cover a weekend getaway. And in a year, it would cover their annual gym membership.

By connecting the statistic to concrete actions and experiences, you make it more relatable and compelling. People can see themselves enjoying the benefits of the product, and this motivates them to take action. So, when presenting numbers and statistics, always look for ways to transform them into stories that resonate with your audience.

In addition to storytelling, there are a few actionable tips you can follow to make your numbers more impactful:

  • 1. Convert numbers into different forms: Rather than presenting a number as is, consider converting it into a ratio, a percentage, or its inverse form. This allows your audience to grasp the magnitude of the number more easily and understand its implications.
  • 2. Personalize the savings: If your product saves people time and money, go beyond the numbers and show them what they can do with the extra money or time. Highlight the tangible benefits and experiences that they can enjoy as a result of using your product.
  • 3. Scale up the impact: To inspire change and encourage long-term commitment, emphasize the long-term impact of your product. Show your audience what it would mean if they stick with the change for weeks, months, or even years. Help them understand the true value and significance of what you're offering.

By incorporating these strategies into your marketing efforts, you can effectively use brand archetypes and storytelling to hack the mind of your customer. Remember, numbers may be impressive, but it's the stories behind them that truly resonate with people. So, find creative ways to give your stats and numbers real value and life, and position your brand as the answer to your customers' needs.

In conclusion, understanding the power of brand archetypes and the art of storytelling can significantly enhance your marketing efforts. By tapping into the subconscious desires and motivations of your customers, you can create a strong and lasting connection. Additionally, by transforming cold statistics into relatable stories, you can give your numbers real value and make them more impactful. So, take the time to understand your audience, align your brand with a relevant archetype, and craft compelling stories that resonate with your customers.


  1. "How to use Brand Archetypes To Hack The Mind Of Your Customer [EXAMPLES]", (Glasp)
  2. "We're using numbers wrong", (Glasp)

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