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“The real act of discovery

consists not in finding new lands

but of seeing with new eyes.” 
- Marcel Proust



Brand coaching

Working with individuals to create a personal brand for your business or career development.

Three modules:


Getting Started


Getting Sorted


Getting Traction


Working with creatives and strategists to develop and apply an archetypal lens


Develop your unique facilitation method


Deepen your practice


Collaborate on a specific project.


Get support

Find Out More>


Asynchronous learning platform, reviewed assignments, and synchronous office hours


Introduction to Archetypes in Branding


Learning the Archetypal Landscape


Activating Archetypes


Giving growth- to late-stage ventures an objective perspective

Addons can include: Recommendations

Scope of Work Preparation

Workshop Design + Facilitation

“No one belongs here more than you.”
― Brené Brown


Today’s brands are increasingly defined by their interactions and relationships. Customers are demanding greater accountability and integrity from businesses. Workers are craving a deeper sense of meaning from their careers. And companies are continually seeking ways to achieve more powerful and resonant brand engagements.


Applying the phenomena of archetypal wisdom facilitates a more authentic, holistic and human way of being in business.

When differentiation, loyalty, and bottom-line sustainability matter, archetypes matter. 


Brand Alignment

Match your market and your culture with your brand

If a brand is about what you stand for, then embodying your organization's archetype guides brand development and connects people to your organization, in subtle yet powerful ways. Archetypes help us understand what motivates people. When revealed, and made intentional, these universal patterns of behavior guide individuals and companies to stay true to their mission and brand promise. An archetypal approach coalesces your business strategy to resolve friction points and obstacles to innovation. Functioning as a kind of compass, brand and culture inconsistencies simply dissolve in the light of shared values, needs and purpose. 


Brand Experience

Close the customer experience gap and build trust

Archetypes are an inherently user-centred approach that provide visibility and insight into how a brand is actually felt. As a tool they offer principles, rather than rules, to guide the experience of the brand  at every stage of the customer journey. Because they are grounded in a consistent and enduring expression of meaning, they increase trust with stakeholders while instilling belonging, stability, mastery and self-actualization. 

As greater numbers of customer touchpoints are assumed by technology solutions, grounding your brand with 

archetypes simplifies decision making for business to retain its humanity and cohesion.

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Brand Attraction

Create magnetic demand and grow long-term relationships

Archetypes are powerful attractors of consciousness.  Through universal symbols and stories, they create instant emotional resonance and affinity, an archetypal  framework uncovers your authentic brand character. When archetypes are embodied people recognize themselves in some aspect of your brand. They become connectors for the brand. Using archetypes can shift your brand from push to pull, from messaging to values, from control to expansion, and move your engagements from transactions toward relationships. Archetypes help bring your story to life in a way that creates magnetic attraction — the illusive piece that builds lasting value.


“There is a knack to flying. You must throw yourself at the ground and miss.” ” 

- E.E. Cummings

Archetypes in Branding: A Toolkit for Creatives and Strategists

Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. With a foreword by Jay Ogilvy, co-founder of Global Business Network and a companion deck of sixty original archetype cards, the book includes useful advice on the meaning and responsible use of archetypes, as well as how to apply archetypes in a variety of business contexts. 


Designed to help the effective integration of brand culture and communications, an archetypal approach creates a unique way to have the conversations that matter to the future success and sustainability of your brand and your business.


Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications.

“If you want to build a ship, don’t drum up people together to collect wood and assign them tasks, but rather teach them to long for the endless immensity of the sea.” 
- Antoine De Saint-Exupery

“You’re only given a little spark of madness. You mustn’t lose it.” 
- Robin Williams

Archetypes in Branding 12 Families


Offering refinement, nuance, and differentiation

Because the collective unconscious is dynamic, Jung said that he believed there were an unlimited number of archetypes. So why do we mostly hear about 12? Mark and Pearson’s seminal work, The Hero and The Outlaw, introduced twelve common archetypes in the branding world. Their set of 12 archetypes served as an organizing principle for Archetypes in Branding.  The fundamental 12 expand to 60 — five archetypes to a family. Another shift from Mark & Pearson’s work is that Archetypes in Branding promotes The Citizen, as the fundamental head of the family that includes The Regular Guy/Gal or The Everyman. This reprioritization represents an increasingly important brand embodiment in our world today. 


While 60 might seem overwhelming at first, with greater specificity and nuance users can achieve greater differentiation in their brand stories and greater resonance with stakeholders. Whether you use 12 or 60, or more, to guide your branding decisions is less important than the benefits of shared ownership that comes with the exploration and commitment that are possible using an archetypal lens.


Undoubtedly you have your own perspectives.  

What archetypes do you think might be worth adding, refining, or combining?

What archetype would you want to add to the deck?



“I dwell in possibility.”” 
- Emily Dickinson

Margaret Hartwell, author, Archetypes in Branding
Hi, I'm Margaret!


I'm a coach, strategist, facilitator, designer, and writer.

As a Silicon Valley native, I learned to think 
in systems, strategies, and surprises, to create in metaphor, experiences, and technology, and to relate with empathy and curiosity.

I help design integrated brand cultures, enable innovation, facilitate change, and co-create the narratives that make the future real.

I help people remember themselves. 

“Until you make the unconscious conscious, it will direct your life and you will call it fate.”
- Carl Gustave Jung

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