Archetypal Business design is a unique business modelling methodology that focuses on the human influences and relationships of a business. The benefit of ABD is that you can create a complete strategic blueprint for your business that encompasses: Business identity Branding and marketing Value proposition Culture and organisational design mission and purpose Customer relationships and partnerships

1. ARCHETYPAL
ALIGNMENT
ARCHETYPAL
ALIGNMENT
ARCHETYPAL
BUSINESS DESIGN
How to effectively create
brands, customer
relationships and culture in
your business

2. ARCHETYPAL
ALIGNMENT
ARCHETYPAL
BUSINESS DESIGN
Business success
by design
© Daniel Browne Consulting Ltd

3. ARCHETYPAL
ALIGNMENT
ARCHETYPAL BUSINESS DESIGN
• Archetypal Business design is a unique business modelling methodology that focuses
on the human influences and relationships of a business. This is done using the
Archetypal Business Canvas
• Whereas conventional business modelling tools such as the Business Model Generation
canvas map out the practical aspects of a business, the Archetypal Business canvas
focuses on an organisations’ key areas of influence and relationships
• The benefit of ABD is that you can create a complete strategic blueprint for your
business that encompasses:
• Business identity
• Branding and marketing
• Value proposition
• Culture and organisational design
• mission and purpose
• Customer relationships and partnerships
Copyright © 20019 Daniel Browne

4. ARCHETYPAL
ALIGNMENT
THE CANVAS
The Business Canvas is a powerful tool that
enables a business to design, specify and
map out its relationships and influences in
an easy to understand and relatable format
Inspired by the best selling book Business
Model Generation, the Archetypal Business
Canvas was created to help a company
design its key relationships and influences
principally its branding, culture and customer
relationships this serves as a business
modelling and planning tool
Copyright © 20019 Daniel Browne

5. ARCHETYPAL
ALIGNMENT
WHY USE IT
The Various uses of Archetypal Business Design
WHY USE THE MODEL
• Design
• Model
• Analyze and understand
• Re-design
• Rework
• Understand your
business
APPLICATIONS
• Branding and Brand
Archetypes
• Marketing
• Organizational design and
culture design
• Customer relationship
• Start-up design
• Scale up businesses
• Turning an existing
business around
• Business diagnostic
WHO SHOULD USE IT
• The CEO
• THE CMO
• Senior Executive
• The Entrepreneur
• The Investor
• The Consultant
• The Conscientious
Entrepreneur

6. ARCHETYPAL
ALIGNMENT
THE CONCEPT
• Typically a company is divided
into different departments e.g.
sales, marketing, operations,
finance
• Each division is managed by a
head of department.
• With ABD instead of using conventional
departments such as marketing, finance
and operations, we use human influence
departments we’ll call them archetypal
divisions
• Each division represents an area of
archetypal influence for a business.
• Each division is then headed up by an
Archetype
Sales Operations Finance
Culture
Customer
service
Business
Identity
Creativity Mission
Value
Proposition
Organisation
Highest
Potential
Marketing
CEO

7. ARCHETYPAL
ALIGNMENT
WHYARCHETYPES
The use of Jungian archetypes
• Archetypes serve as a point of reference for articulating a
company’s identity, values and purpose and philosophy.
• Just as a picture is worth a thousand words. An archetype
captures a world of description. Instead of saying our
brand is brave, bold and heroic or we have a work hard
play hard culture we can use the archetype of the hero for
the brand and the warrior for our culture.
• Each archetype has its innate motivations, ways of
operating, philosophies and purpose.
• Archetypes are widely used in Branding. The 12
archetypes of branding is a common methodology to
articulate the personality of a brand. Archetypal business
design takes this concept further to describe the 9 factors
of a business.
7
Advocate
Athlete
Clown
Detective / Analyst
Dreamer
God/Goddess
Hedonist
Hero/Heroine
Magician
King
Liberator
Mentor
Midas/Miser
Mother
Pioneer
Prince
Princess
King
Queen
Scientist
Seeker
Shape-shifter
Storyteller
Teacher
Rescuer
Student
Thief
Visionary

8. ARCHETYPAL
ALIGNMENT
THE CANVAS
• We came up with 9 archetypal divisions divided into three groups.
• These form the basis of the Archetypal Canvas
Culture
Customer
service
Business
Identity
Creativity Mission
Value
Proposition
Organisation
Highest
Potential
Marketing

9. ARCHETYPAL
ALIGNMENT
THE CANVAS - DESIGN
The three faces of your business
The Public
The 3 faces of the
business represent
the different levels
that I can get to
know your business.
Each face of the
business is
controlled by three
specific archetypes
Understanding
these 3 layers
enables me to
understand and
specify my business
to relate in each
area.
Copyright © 20019 Daniel Browne

10. ARCHETYPAL
ALIGNMENT
THE THREE WAYS IN WHICH I CAN KNOW YOUR BUSINESS
The three faces of your business
I can know your business externally as a
prospect this is the BRAND FACE
Moving from your brand face to actually
doing business with you. I can know your
business as a customer. This is the
CUSTOMER FACE
If I develop an insider relationship with
your business either as an employee or a
partner I encounter the ENGINE or the
Internal Face
Copyright © 20019 Daniel Browne

11. ARCHETYPAL
ALIGNMENT
THE BRAND FACE -ARCHETYPES
Traditionally known as the brand archetype, these are the archetypes that interact with prospective customers
Business Identity
Archetype
The hat that your business wears. Essentially the functional identity of the
business that dictates how it acts and its motivations. Is your business the
Knight – charging into battle for a cause, is it the Advocate representing
fairness and justice for its customers?
The Value
proposition
Archetype
The archetype the customer wants to access by buying from you Is it the
beauty and sensuality of the Lover, the creative magic of the artist? Is it the
status of the King or Queen?
The
Communication
Archetype
The Voice Of Your Business how your brand communicates in sales and
marketing. The language your business uses - includes verbal and non
verbal communication. Do you communicate your deals (the trader
archetype) Do you communicate with Passion (The lover), do you convey
status (The ruler)
11Copyright © 20019 Daniel Browne

12. ARCHETYPAL
ALIGNMENT
THE CUSTOMER FACE
The archetypes that drive my relationship with my customers and the wider world of insiders
Customer
Relationship
Archetype
Customer relationship what is the nature of our relationship how do you
serve and relate to your customers. Are you the Lover bring passion and
dedication. Are you the scribe storing your customer’s information or
providing access to information?
The mission or
purpose
archetype
This is the archetype of the mission or higher purpose of your business
The highest
potential or
reputation
archetype
The reputation your business can achieve in the industry. What will you
business be known for? Will it be the Pioneer like Apple?
12Copyright © 20019 Daniel Browne

13. ARCHETYPAL
ALIGNMENT
THE ENGINE ROOM
The internal workings and culture of your business
Culture
Archetype
The culture I would experience by being an employee
Mentor – mentoring culture
Fool – A fun place to work
Midas – highly entrepreneurial culture
Creative Output
Archetype
The archetype of creativity activity that brings the best results.
Pioneer – R&D and innovation
Hedonist – creating great social events for customers
Magical Child -
Organisational
Archetype
The culture and organisation of your business
Engineer – highly systematized, engineered and logical
Warrior – Work hard play hard, disciplined and gung ho
Artist – creative and intuitive
13Copyright © 20019 Daniel Browne

14. ARCHETYPAL
ALIGNMENT
EXAMPLES
Well known brands
as seen by the
archetypal canvas
14

15. ARCHETYPAL
ALIGNMENT
NIKE
The
goddess
The star
The gossip
The
athlete
Story-teller
titanThe gambler
creative
Magical child
The Archetypes of Nike represents
its Mega status as a brand.
Key points of note
• Nike was named after the Roman
Goddess of Victory which informs
its Brand identity that of
championing athletics and the
hero
• The Value proposition archetype of
the Star represents Nike’s use of
celebrity, while the Gossip
represents Nike including itself in
popular culture
• The Gambler represents an
organization that encourages
creativity and calculated risks

16. ARCHETYPAL
ALIGNMENT
APPLE
The network
trickster
The high
priest
The
detective
The lover
pioneerThe story-
teller
The
midas
Magical child
POINTS OF NOTE
• Apple is known for its
rebel/trickster/creative branding.
However its actual functional
identity is of a network or club
• Apple’s secret of its success is
the High Priest archetype –
Apple’s marketing has been
demonstrated to trigger the
same circuits of the brain as
religion
• Apple has cemented its
reputation as a Pioneer. This
represents its true north in
terms of where it will find
continuing success

17. ARCHETYPAL
ALIGNMENT
GOOGLE
The entrepreneur
The seeker
The lover/
geek
The scribe
The
engineer
The kinggod
The
visionary
The
Detective
POINTS OF NOTE
• Google’s Value Proposition is
the seeker which makes sense
– end users and advertisers
gain value from its search
parameters
• Business customers relate to
Google's data capabilities
• Google is known for directing its
creative output into data
analysis products and various
ways of analytical products

18. ARCHETYPAL
ALIGNMENT
CONTACT US
Daniel Browne +44 778 228 1809
daniel@danielbrowne.com
www.danielebrowne.com