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Strengthen Your Branding Using Archetypes

IABC Orange County

Wednesday, November 28, 2018 from 6:00 PM to 8:30 PM (PST)

Strengthen Your Branding Using Archetypes

Ticket Information

Ticket Type Remaining Sales End Price Fee Quantity
IABC members: pay only for the meal they order from an open menu   more info 10 Tickets Nov 28, 2018 Free $0.00
Non-IABC members: will pay for his or her meal plus an additional $20 + processing fee to attend   more info 14 Tickets Nov 28, 2018 $20.00 $2.85

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Event Details

IABC/OC IndyComm presents
Rebels, Heroes and Optimists:  
How to Use Archetypes to Create Evocative Brands Backed by Psychology
Hollywood loves archetypes - and you will, too, after learning how you can use recognized patterns of ideas to create a stronger brand identity as an independent communications professional.  

Based on the work of psychiatrist and psychoanalyst Carl G. Jung, archetypes are universally recognized characters that represent fundamental human emotions. Jung defined archetypes as "images and thoughts, which have universal meanings across cultures which may show up in dreams, literature, art or religion." Think of the heroism of Luke Skywalker, the innocence of Forrest Gump or the rebellion of James Dean to feel the depth of definition archetypes carry.  

According to Jung, our minds resonate with innate, "imprinted" characteristics that all humans - regardless of ethnicity, age or other demographics - share. When applied to branding, archetypes help organizations and individuals telegraph their motivations, meanings, values and traits through language, colors and associations that attract target audiences with clarity. For any consultant, that means greater power to charge what you're worth, generate the ideal inbound leads and referrals, and enjoy shortened sales cycles.

So, how can you harness the clarity and persuasion of archetypes to differentiate yourself? Cara Raffele has helped nearly 200 organizations and professionals answer this question, and she joins IndyComm to lead a hands-on workshop to help you define and communicate your value authentically by identifying your primary archetype.
Attendees will learn:
  • How brands use the psychology of archetypes to create emotional connections with target audiences
  • How to identify their dominant archetype and create a stronger personal or professional brand
  • How to convey your unique archetype through messaging and design
Special Offer: 
The first 10 attendees to register will be sent Cara's brand archetype test and will receive a free archetype analysis. Cara will share results at our event. Attendees must be present to receive results.

IABC members pay only for the meal they order from an open menu.
Non-IABC members will pay for his or her meal plus an additional $20 + processing fee to attend.
About the speaker:
Chief Creative Officer for The Brand Journalist
Cara Stewart Raffele,
CEO, The Brand Journalist
Co-founder & Chief Creative Officer, MyJane

She's not conventional, but after two decades devoted to branding and communication strategy, Cara knows only the original thrive. She began her career at the Orange County Register as a staff writer before diving into public relations, marketing and branding for early-stage and publicly traded technology companies, including Ingram Micro, and charging up strategic communications for Anaheim Public Utilities. This self-starter also helped to give voice to the innovation economy and the people leading its revolution by founding WunderMarx, a top-ranked integrated communications agency, in 2001. In May 2018, Cara helped co-found MyJane, the first curated cannabis experience for women in Orange County, California, and serves as its chief creative officer in adding to leading The Brand Journalist, a brand communications and content writing consultancy. Cara is counted on as a trusted advisor to CEOs, executives and boards of directors, and she operates at the intersection of technology, media, lifestyle and nonprofit.
About IABC/OC's IndyComm:
IndyComm is designed for independent communication consultants who want to discover creative ways of marketing their businesses, attracting new clients, acquiring a higher level of business acumen and looking to network and brainstorm with like-minded professionals. The group meets bi-monthly in the evening at selected locations.  

IABC Orange County Payment Policy

Advanced Reservations:  
We accept reservations online with credit card payment only. Payment must be received online by credit card at time of reservation and will include an additional credit card processing fee. 

If you pay online by credit card, we will refund your registration fee, minus the credit card processing fee, if notice of cancellation is received by the Friday before the event. Due to catering guarantees, no-shows will be billed. To request a refund, please email and include in the subject line: Event Refund Request. Please provide the name under which the reservation was made and the date of the event

Walk-ins and Payment by Check:  
Walk-ins are welcome, but must pay by cash or check at the door. If you are paying by check, please make it payable to IABC/OC. We look forward to seeing you at the IABC/OC event
Have questions about Strengthen Your Branding Using Archetypes? Contact IABC Orange County

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When & Where

Citrus Café
1481 Edinger Avenue
Tustin, CA 92780

Wednesday, November 28, 2018 from 6:00 PM to 8:30 PM (PST)

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IABC Orange County

Since 1970, the International Association of Business Communicators (IABC) has set the standard of global excellence for professional communicators. Join our vibrant network of 13,000 members in more than 80 countries. Our members hold positions in:

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  • Teaching
  • Writing

Whether you’re a student, individual or corporate team leader, find out more about the benefits of becoming an IABC member.

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