Understanding Human Behavior: Connecting the Dots with SBI and Brand Archetypes

Gina Martinez

Gina Martinez

Sep 06, 20233 min read


Understanding Human Behavior: Connecting the Dots with SBI and Brand Archetypes


Understanding human behavior is a complex task that often requires us to delve deeper into the underlying reasons behind someone's actions. In this article, we will explore two powerful tools - Situation-Behavior-Impact (SBI™) and Brand Archetypes - that can help us make sense of human behavior and establish more effective communication.

The Power of SBI:

When we encounter someone's behavior that we perceive negatively, it is natural for us to make assumptions and jump to conclusions about their intentions. This hasty judgment can cloud our ability to provide objective feedback and hinder the growth of both parties involved. This is where the SBI™ tool developed by the Center for Creative Leadership comes into play.

The SBI™ tool encourages us to adopt a structured approach when giving feedback by focusing on three key elements: situation, behavior, and impact. By separating our emotions and judgments from the equation, we can provide clearer and more constructive feedback. Instead of assuming motives, the SBI™ tool allows us to focus on the observable behavior and its impact on the situation or individuals involved.

The Influence of Brand Archetypes:

While the SBI™ tool helps us understand and address behavior on an individual level, brand archetypes provide insights into collective behavior and consumer psychology. Archetypes are universal character types that resonate with people on a subconscious level. When we encounter a brand or product that aligns with a specific archetype, it triggers a familiar and instinctive response within us.

Brand archetypes are powerful tools for marketers as they allow them to tap into deep-rooted human desires and motivations. By understanding the archetypal associations, marketers can create more compelling and resonant brand experiences. For example, a brand that embodies the "Hero" archetype can inspire consumers to overcome challenges, while a brand that embodies the "Sage" archetype can position itself as a trusted source of knowledge and wisdom.

Connecting the Dots:

Although SBI™ and brand archetypes may seem like distinct concepts, they share a common thread - the power of understanding behavior and its impact. Both tools emphasize the importance of removing judgment and assumptions from the equation to establish more meaningful connections.

When we encounter behavior that triggers a negative response, whether in personal or professional settings, it is crucial to take a step back and analyze the situation objectively. By using the SBI™ tool, we can approach the situation with a clearer mindset and focus on the observable behavior and its impact rather than making assumptions.

Similarly, when crafting brand experiences and marketing strategies, it is essential to tap into the subconscious desires and motivations of consumers. By understanding the archetypes that resonate with our target audience, we can create more authentic and compelling brand narratives that establish emotional connections.

Actionable Advice:

  • 1. Practice active listening: When giving feedback or engaging in conversations, make a conscious effort to actively listen without immediately jumping to conclusions. By understanding the situation and behavior more deeply, you can provide feedback that is more objective and constructive.
  • 2. Research and understand your target audience: To effectively leverage brand archetypes, invest time in researching and understanding your target audience. Identify the archetypes that resonate with them and tailor your brand messaging and experiences accordingly.
  • 3. Seek feedback and self-reflection: To continuously improve your understanding of human behavior, seek feedback from others and engage in self-reflection. By embracing feedback and examining your own biases, you can develop a more empathetic and nuanced understanding of behavior.


Understanding human behavior is a complex and multifaceted endeavor. By utilizing tools like SBI™ and brand archetypes, we can gain deeper insights into behavior and establish more meaningful connections. Remember to remove judgment and assumptions, focus on observable behavior, and tap into the subconscious desires of individuals or target audiences. By doing so, we can foster better communication, create resonant brand experiences, and ultimately enhance our understanding of the human psyche.


  1. "Situation-Behavior-Impact", https://untools.co/situation-behavior-impact (Glasp)
  2. "How to use Brand Archetypes To Hack The Mind Of Your Customer [EXAMPLES]", https://iconicfox.com.au/brand-archetypes/ (Glasp)

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