Your Brand Archetype and how it applies to your building

Your brand character is a reflection of your true nature, your true values. But sometimes societal constructs confuse what we believe to be true and warp our perceptions about what we really want to achieve through our business.
What happens when you choose the wrong brand character? Life lived a little uncomfortably. Constant rethinking of the language and story. Nothing quite fitting.
On the other hand, what happens if we know our true character and embrace it in every facet of our business? Throughout history, the most successful brands have been strong and true in their core message. And the result is long lasting, memorable brands, that to their target market just feel like the right choice. Think Coca Cola, Johnson & Johnson baby products, Harley Davidson and Hallmark.
Your brand story is your most powerful asset – it is what truly sets you apart from your completion. Managing that message is critical, and getting it right can create powerful stories that resonate with your customers, visitors and guests.
Do you know your brand character and story?
At Studio S2 Architects, we use a scientifically proven system for determining your ideal brand archetype and story that resonates with your target market. That archetype should inform every aspect of your brand messages – not just advertising. A brand message that permeates your business consistently needs to shape the way you communicate on every level.
We are experts in translating brand archetype into buildings, spaces and places – shaping experiences, creating entrance and wayfinding, articulating materials and details that tell your story. We have helped lots of people and businesses find their unique personality and apply it to their buildings, and we can help you find yours too.
The starting point is discovering your brand archetype. Take our quiz to start your journey!


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.