The uncover app and brand archetypes

The Uncover app was developed as one of the first activities we do with our clients when they go through the Conscious Branding process. Alternatively, it can be used as a stand-alone step to gain some quick brand direction. The app helps us to identify the core values of a company, what’s most important to them, and what drives them to do what they do from an innate human level.

This is the first step in uncovering purpose and turning ambiguity into certainty. Our Belief Workshop (of which the Uncover app is a part), is a process of deep reflection, awareness and examination, prompting you to think about the core beliefs and values of your company, and what motivates you to do what you do. And then at a deeper level, why you have these beliefs and values. This reframing of the way we do business from profit to purpose is an intentional journey, it can’t be approached from an unconscious or short-term context. Self-awareness is the first step in this journey.


Uncover App from Mezzanine


Direction in minutes not months

How can a company take aligned action right now when the path isn’t quite clear?This is exactly the problem we set out to solve using the Uncover app.

While you’re still discovering your exact purpose and beginning to develop your brand strategy, the app helps to get everyone looking ahead in the same direction and it empowers you as a leader to start making decisions today that will begin to move you closer to your long-term vision.

Using brand archetypes, the app will help identify an innate direction and serve as a guide to start taking aligned action towards your higher purpose and vision. For us, it provides insight into core values and innate drive, which enables us to empower you with the right knowledge, ideas and solutions to start building your brand.

Although it won’t determine a bespoke path, it will deliver direction… within a few minutes, not months.

Brand Archetype Summary Brochure - Uncover Workshops Mezzanine

Using the power of archetypes

Archetypes originated from Swiss psychiatrist Carl Jung, who said that in all of the stories ever told by man, there are a number of familiar journeys or characters that are archetypal. Psychological archetypes are therefore universal concepts embedded in humanity’s conscious and subconscious thought. They stimulate us emotionally and psychologically.

Branding is how people feel about you, your products and services at a gut level. Since brands are like people, we can explore them in the same way we explore ourselves and develop unique insights and approaches to brand positioning and strategy. Archetypal branding allows you to research and uncover who you are at a deep level and anchor your brand behaviour to the beliefs that are already embedded within humanity’s perception of that archetype.

Brand archetypes have been around for a long time but have mostly been used from an external context as a guide for an outer identity. With the new brand model – where the gap between brand and business is all but obsolete – we needed to ensure that the archetype was a true reflection of the core business and values, not simply a reflection of an alluring image or mask.

By getting businesses to focus on their own values and who they are (rather than just focusing externally on customers and opportunity gaps at this stage), we are able to identify the archetype that best reflects their purpose and values, and therefore, will be sustainable over the long-term.

If this post has got you asking more questions, it is because there is so much more! Want to read a little more? Here’s an ebook on Brand Clarity and Authenticity.

Ready to get started? Drop us a line to find out more about our workshops.

Our in-depth and archetype specific brand books were derived from ‘The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes’, by Mark and Pearson, 2001.

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