How to Use The 6 Basic Story Archetypes in Your Brand Storytelling

Did you know that there are only 6 stories in the world?

Whenever I tell people my story of going from law school to country music, to filmmaking, and now also copywriting and brand storytelling…

People are usually very intrigued.

But over the years I’ve come to learn that my story isn’t that unique. There are actually plenty of non-practicing attorneys in the entertainment industry. In fact, there are many non-practicing attorneys in various industries, including copywriting too!

But what makes my story interesting to people are my specific experiences and perspectives.

So today I'll break down the six archetypal plots and how you can use your unique perspective to tell engaging stories that help you build community.

What are the six archetypal story plots?Every story follows one of six archetypal plots:

1) Rags to Riches: Think Annie - orphan girl finds Daddy Warbucks and in the end she and her dog are adopted by him.

2) Riches to Rags (or tragedy): Think Macbeth - a once wealthy nobleman whose greed leads to his tragic demise.

3) Man in a Hole (fall then rise): Think Cast Away - Chuck Noland literally falls when he survives a plane crash and he endures many challenges before he is finally rescued from the island.

4) Icarus (rise then fall): Think The Great Gatsby - J. Gatsby starts from humble beginnings but accumulates immense wealth to win over the love of his life only to fall again.

5) Cinderella (rise fall rises): Cinderella rises as she makes her way to the ball and dances with the prince, but falls again as the clock strikes midnight; however, in the end rises again when she gets her happily ever after.

6) Oedipus (fall rise fall): Think Gladiator - Maximus rises to prominence in the Roman army, but falls due to betrayal. However, he rises again as a gladiator, before falling tragically once more.

How can you use these story archetypes in your brand storytelling?

• Rags to Riches:Brand Application: Highlight your brand's journey, especially if it started small and faced challenges. Share stories of growth, innovation, and success, emphasizing how your product or service has evolved to meet customer needs.
• Riches to Rags (Tragedy):Brand Application: Share our business’s challenges or setbacks, and demonstrate resilience how you overcame them. This could include a shift in business strategy, learning from mistakes, or even addressing a product recall transparently.
• Man in a Hole (Fall then Rise):Brand Application: Narrate a relatable challenge or low point your brand experienced, followed by a strategic pivot or innovation that led to a successful turnaround. Showcase the resilience and adaptability of your brand.
• Icarus (Rise then Fall):Brand Application: Share instances where your brand experienced rapid success, but be transparent about the lessons learned and how you navigated challenges. This archetype allows for humility and authenticity in your storytelling.
• Cinderella (Rise, Fall, Rises):Brand Application: Illustrate how your brand has not only risen from challenges but has consistently evolved and adapted. Emphasize customer success stories and portray your brand as a solution that helps customers overcome their own challenges.
• Oedipus (Fall, Rise, Fall):Brand Application: Address a significant challenge your brand faced, highlight the rise that followed due to strategic changes, and then discuss how you navigate ongoing challenges. This archetype allows for a continuous improvement narrative.

When incorporating these archetypes, consider the following tips:

• Authenticity: Ensure your storytelling aligns with your brand values and remains authentic to build trust with your audience.
• Relatability: Connect with your audience by sharing stories that resonate with their experiences and emotions.
• Resolution: Conclude your stories with positive or constructive elements, emphasizing the solutions your brand provides.

By weaving these archetypes into your brand storytelling, you can create narratives that captivate and engage your audience, fostering a deeper connection with your brand.

Are you using these story archetypes throughout your storytelling and brand communications?

If you're a business owner who could use some help with your brand storytelling and marketing, especially if you're spread thin or just aren't a fan of writing...

Contact me to see how we can work together to strengthen your community and help you create lasting impact.

🎈Justine