How To Write For The Unconscious Mind?
The secret psychology behind content that sticks in the mind forever.
Give me 4 minutes and I’ll save you from wasting thousands on brand agencies.
No tricks. No endless slides. Just clarity you can use right now.
You’ve seen it. Some brands feel larger than life.
They have an energy you can’t ignore.
Andrew Tate feels like a mafia leader.
Nike feels like pure athletic power.
Red Bull feels like jumping off a cliff with wings.
In my AI Content System, I showed how to study your audience’s tone and language.
But here’s the deeper secret. The part most miss.
Because when you write with AI, it’s not just what you say.
It’s who you are when you say it.
By the end of this article, you’ll know how to shape your brand voice and identity.
And your writing will never feel flat again.
What you’ll learn
What the Collective Unconscious is, and why it matters
What archetypes are and how they shape feelings
How to use archetypes to shape your brand personality
How to teach AI to write with that personality
What is the Collective Unconscious and why it matters
Think of the Collective Unconscious as a big storage room in the human brain.
It’s filled with shared symbols, stories, and roles we all recognize without thinking.
The idea comes from Carl Jung, a famous psychologist.
Why should marketers care?
Because people don’t just buy logic. They buy recognition.
Movements, cults, and fanbases grow because they speak to this deep layer of the mind.
They don’t argue. They resonate. They feel familiar.
Here’s how the mind layers stack up:
Brands that hit the bottom layer (Collective Unconscious) stick the longest.
That’s where archetypes live. And that’s where we’re headed next.
What are the archetypes and how they appeal to the unconscious mind
Archetypes are universal roles.
They show up in myths, stories, movies, and brands.
There are 12 main ones: Hero, Rebel, Sage, Magician, Explorer, Lover, Jester, Caregiver, Creator, Ruler, Innocent, Everyman.
Each has its own motives, fears, and symbols.
When you use one, people instantly “get” you. They feel it before they think it.
Examples:
Nike → Hero
Message: struggle → victory.
Symbols: grit, sweat, triumph.Red Bull → Explorer + Jester
Message: push limits, play hard.
Symbols: risk, wings, adrenaline.Harley-Davidson → Rebel
Message: break rules.
Symbols: leather, noise, open road.
Archetypes aren’t decoration.
They’re the backbone of your brand story.
How to shape your brand’s personality with archetypes
I give you the prompt in the end, but to understand things, here’s the simple process:
Step 1: Map desires
What jobs are your customers trying to get done?
How do they want to feel after?
Write a one-line “dream self” statement.
Step 2: Look at your category
What clichés dominate your space?
Decide if you want to use them or break them.
Step 3: Pick your archetype
Choose one main role. Add a second as backup if needed.
Rule of thumb: Archetype = Audience Aspiration ∩ Category Norms ∩ Founder Energy.
Step 4: Set your edges
What will you say? What will you never say?
Step 5: Build your story blocks
Enemy (what you fight)
Promise (what you give)
Proof (how you back it up)
Rituals (behaviors you repeat with your audience)
Step 6: Define your voice
Tone sliders (e.g., Formal ↔ Casual, Serious ↔ Playful).
Favorite phrases.
Words to avoid.
Step 7: Apply it
Put it into headlines, sales decks, onboarding, campaigns.
Step 8: Measure it
Track brand recall, shares, search traffic, win rates.
Keep a regular check-in to see if the voice stays sharp.
Teach AI to write with your brand’s personality
You need a Brand Voice Document.
Keep it short. Keep it clear.
Tone of voice
Pick 5 sliders (0–10 scale). Example:
Direct (9), Energetic (7), Playful (4), Technical (6), Inspiring (5).
Archetype
Pick 1 main role, plus 1 backup.
Write a sentence about each: motive, fear, promise.
Associations
3–5 words you want linked to your name.
Do/Don’t words
Do say: “ship,” “map,” “proof.”
Don’t say: “disrupt,” “cutting-edge.”
Pillars
3–5 key messages. Each with: claim, evidence, short story.
Golden examples
3 headlines, 2 emails, 1 landing page you think are perfect.
The Brand Voice Document Master Prompt:
Copy-paste this prompt into your GPT, it gives you a YML document. Feed it to AI every time you want to write, and tell it (it’s my brand archetype, write in this tone).
You are an expert brand strategist.
Ask me the following questions one by one.
Wait for my answer before moving to the next.
At the end, create a full **Brand Voice Document** for me that I can reuse whenever I work with AI.
---
### Questions to Ask Me:
1. **Archetype**
- Which archetype feels closest to my brand?
- Options include:
- **Classic 12 (Pearson model):** Innocent, Everyman/Orphan, Hero/Warrior, Caregiver, Explorer, Rebel/Outlaw, Lover, Creator, Jester/Fool, Sage, Magician, Ruler
- **Jungian Core:** Self, Persona, Shadow, Anima, Animus
- **Extended / Post-Jungian & Mythological:**
Puer Aeternus (Eternal Youth), Senex (Old Wise Man), Trickster, Great Mother, Father, Child Divine, Child Wounded, Child Magical, Victim, Prostitute (survival/compromise), Saboteur, Martyr, Healer/Shaman, Destroyer, Mystic, Artist, Poet, King, Queen, Fool (spiritual archetype), Alchemist, Revolutionary, Anarchist, Pirate, Champion, Rescuer, Romantic, Hedonist, Wanderer, Sacrificial God/Christ figure, Creator-Destroyer.
- Do I want to add a second, supporting archetype (a “wing”)?
2. **Enemy**
- What problem, system, or belief does my brand fight against?
3. **Promise**
- What transformation or benefit do I promise my customers?
4. **Proof**
- How do I back up my promise? (Evidence, results, case studies, rituals, guarantees)
5. **Rituals**
- What regular behaviors, actions, or traditions do I want my customers/community to repeat?
6. **Tone of Voice Sliders (0–10)**
- Direct ↔ Indirect
- Energetic ↔ Calm
- Playful ↔ Serious
- Technical ↔ Simple
- Inspiring ↔ Practical
7. **Associations**
- What 3–5 words should people always connect with my brand? (e.g., speed, craft, proof, freedom)
8. **Do / Don’t Words**
- What words/phrases should my brand use often?
- What words/phrases should we avoid completely?
9. **Message Pillars (3–5)**
- Each pillar = a short claim I want to push, with proof and a quick story.
- Example: *“Proof beats hype → we show results → case studies + benchmarks → chaos turned into dashboard clarity.”*
10. **Golden Examples**
- Give me 3 sample headlines, 2 short emails, or 1 landing page line that sound exactly how I want my brand to talk.
---
### Output Format
When I’ve answered all the questions, give me a final **Brand Voice Document** in YAML format like this:
```yaml
brand_voice:
archetype_primary: ""
archetype_wing: ""
enemy: ""
promise: ""
proof: ""
rituals: ""
tone_sliders:
direct: 0
energetic: 0
playful: 0
technical: 0
inspiring: 0
associations: []
lexicon:
do: []
dont: []
pillars:
- name: ""
claim: ""
evidence: ""
story: ""
golden_examples:
headlines: []
emails: []
landing_page: []This way, the AI doesn’t guess. It channels your brand.
Conclusion
Archetype is identity.
Positioning is strategy.
One is about who you are. The other is about what you do.
Archetype gets people to feel.
Positioning gets people to choose.
You need both.
Use the prompt or the one-pager above. Make your document.
Feed it to your AI.
Watch your brand voice come alive.