Describe your brand’s personality without using “friendly,” “professional,” or “authentic.” Tricky, isn’t it? That’s the problem archetypes solve. Most brands don’t lack personality; they lack a name for it, so every piece of content gets written from scratch in a slightly different voice, and the whole thing ends up beige by committee.
This course brings psychology into your marketing through the 8 core emotions that drive people and the timeless characters (the Rebel, the Lover, the Hero and friends) that audiences recognise instantly. With Fab, you’ll discover your brand’s archetype (there’s a quiz for the undecided), learn to adapt it to your needs rather than wear it like a costume, and align it with the marketing you’re already making: your voice, your content, your campaigns. You’ll finish with a one-page archetype guide you’ll reach for every time you write.
The foundations: the 8 core emotions driving people, your workbook, discovering your brand archetype, and your project brief with the one-pager template.
The hands-on middle. Take the quiz, adapt your archetype to your needs, align it with your marketing, and raid the content vault for ideas.
Create and submit your archetype one-pager for feedback, and explore the Brand Archetype Collection for real examples to steal from (ethically).
Your Brand Archetype One-Pager: your archetype, emotional drivers, and voice direction on a single page, built with the template and submitted for feedback. It becomes the character brief for everything your brand writes next.
Because making learning fun is kinda our thing
“Following the chosen archetype, I’m now ready to consciously and confidently think, act and speak through the brand values we developed.” — Matt, founder of ThunderHawk
Fab Giovanetti is an award-winning author, entrepreneur and marketer of 15 years with a love for GIFs, band t-shirts and strong coffees. She is the CEO of Alt Marketing School, looking to make marketing more impactful, accessible, inclusive and fun.
Fab Giovanetti, founder of Alt Marketing School, has spent 16+ years helping brands stop sounding like everyone else. Archetypes are her favourite shortcut: psychology that works in practice, minus the lecture.
Level up with AMS
Looking to supercharge your team’s marketing skills? The AMS courses are available both on-demand and live, and are perfectly tailored to your marketing stars.
Dive into our offerings by reaching out at hello@altmarketingschool.com
You can access the course for as long as you are part of our all-access pass. We continuously refine, add, and update our content to keep it sparkly and relevant. As long as you have an active membership, you’ll receive all future updates and enhancements!
What sets our classes apart is our commitment to hands-on, actionable learning. While many courses offer theoretical knowledge, ours are designed for real-world application. Each course is an immersive experience where the skills you acquire are applied immediately and integrated into your marketing toolkit.
Since the course lets you follow your own learning journey, time investment can vary. Dedicating approximately two hours a day to the training allows you to get through the course in about a weekend. But remember, replay, pause, and play it again whenever you need.
We aim to build training that can support marketers with all levels of knowledge. Each course also includes a breakdown of the level of knowledge required and anything else you may need to make the most of your training.