The Storytelling Archetype: How to Make Your Brand Stories Unforgettable

When we talk about storytelling, two important concepts usually come up: frameworks and archetypes. A storytelling framework is about how you tell the story: the structure, flow, and order of events. A storytelling archetype, on the other hand, is about who or what kind of character is driving that story.

Think of it this way: if a framework is the road map, then an archetype is the character you choose to put in the driver’s seat. Archetypes make stories more relatable because they tap into universal human experiences. We recognise them instantly, and they create an emotional bond with the audience.

Let’s break them down with simple explanations and examples:

1. The Underdog

This archetype tells the story of someone who starts at a disadvantage but rises to success through determination, persistence, and grit. It resonates because everyone loves to see the “small guy” win.

Example: Think of a local bakery that begins with just a small oven in a backyard but grows into a city-wide favourite because of quality and consistency.

In fact, brands like Zoom used this archetype during the pandemic. Initially, they were once seen as just another video tool but became essential worldwide.

2. The Mentor

The Mentor storytelling archetype represents wisdom, guidance, and trust. It’s about an experienced figure who helps others navigate challenges and reach their goals.

Example: A financial advisory firm that positions itself as a trusted guide, helping young professionals manage their money better. Brands that take this role are saying: “We’ll guide you. So, you can rely on us.”

3. The Rags to Riches

This archetype tells the story of someone who begins with nothing but, through effort and resilience, climbs to wealth or success. It inspires because it reflects the possibility of transformation.

Example: Many entrepreneurs embody this archetype like Oprah Winfrey, who rose from poverty to global influence. A local fashion brand could use this archetype by sharing how they started with a single sewing machine but now export their designs internationally.

4. The Outcast

This archetype focuses on individuals or brands that are initially rejected, overlooked, or misunderstood but later find acceptance and belonging. It connects deeply with audiences who have ever felt like outsiders.

Example: A skincare brand for people with rare skin conditions can use this archetype to show how it provides hope and belonging to customers who previously felt ignored by mainstream beauty companies.

Apple famously tapped into this archetype with its “Think Different” campaign, appealing to those who saw themselves as unconventional or misunderstood.

Storytelling Tips to Boost Success

Don’t: Use jargon or business-speak.
Do: Use visuals to show your ideas.

Don’t: Focus too much on yourself or your brand.
Do: Know your audience.

Don’t: Make your character too perfect.
Do: Be honest and realistic.

Don’t: Leave plot holes.
Do: Outline your plot and core message.

Don’t: Skim over the details.
Do: Go deep.

Don’t: Push your Call to Action (CTA) too hard.
Do: Make it genuinely useful.

Don’t: Overcomplicate the story.
Do: Leave room for imagination.

Conclusion

The storytelling archetypes give your brand personality and emotional weight. When paired with the right framework, they don’t just make your stories interesting, they make them unforgettable.