The Unconscious Brand
Understanding the Deep Psychology of Storytelling
As I've immersed myself in applied psychological approaches, I’ve been fixated on languaging several aspects of marketing psychology that I just don’t see clearly talked about. Psychological storytelling and brand narratives is one of those things.
Our relationship with brands mirrors our deepest psychological processes. Through my research and work with diverse brands, I've witnessed how the most resonant brand stories aren't crafted – they're uncovered from the depths of human experience.
But sadly, I haven’t been able to find any resources that I feel address this in a way that holds space for the complexity of human behavior.
Mirroring the Complexities of Human Behavior
I created my own solution and developed the PSYCH framework, built upon three fundamental psychological truths that emerged from extensive research into consumer behavior and narrative psychology:
Projection as the Gateway to Connection
Studies reveal a fascinating pattern: when consumers strongly identify with a brand's story (scoring 4.7 out of 5 in psychological alignment), they're actually projecting their ideal selves onto the brand narrative. This isn't just marketing — it's a fundamental psychological process of self-discovery and identity formation.
The Schema Effect
Analysis of over 200 successful brand narratives showed that stories integrating with existing mental models achieved 3.4 times higher emotional resonance. When a brand story fits naturally into how people already understand the world, it becomes not just believable, but inevitable.
The Collective Yearning Response
Perhaps most compelling is the discovery that brands tapping into collective unconscious patterns saw a significant increase in emotional engagement. This suggests that the most effective brand storytelling speaks to something ancient and shared in our psychological makeup.
Using these layers of psychological constructs feeds the following framework I’ve developed to get you one step closer to implementing psychological storytelling.
How to Approach Psychological Storytelling
Let’s break it down:
The PSYCH Framework for Psychological Storytelling
Projection & Identification
Map how your customers see themselves in your story
Identify the aspirational identities they're reaching toward
Create narrative mirrors for self-discovery
Schema Integration
Align with existing mental models
Build on familiar psychological patterns
Create coherent narrative frameworks
Yearning Activation
Tap into deep psychological needs
Awaken dormant aspirations
Connect with fundamental human motivations
Collective Unconscious Connection
Leverage universal archetypal patterns
Draw on shared human experiences
Create resonance across cultural boundaries
Habit Formation & Integration
Build lasting behavioral patterns
Integrate brand story into daily life
Create sustainable psychological connections
What makes this framework particularly powerful is its grounding in fundamental psychological processes combined with the practical application in external marketing messaging.
A Brain-Centered Future
Through my continued research, I've observed how brands that align with these deeper psychological patterns create not just customers, but advocates who see the brand as part of their own story of becoming.
The future of brand storytelling lies not in telling better stories, but in understanding the psychological stories already unfolding in our customers' minds.
The path forward isn't about crafting more compelling copy or creating better campaigns — it's about developing a deeper understanding of the psychological processes that drive human connection and meaning-making. It's about recognizing that every brand story is, at its core, a story about human becoming.
Ready to Implement Psychological Storytelling?
I'm currently creating a PSYCH Framework workbook that walks you through the ideation to implementation process.
If you're interested in the workbook, you can find it in the Products section of my Work With Me page.
Want to Speak into Psychological Storytelling?
Let’s connect and talk about psychological storytelling in brand building. Together, we can explore how to create brand narratives that resonate at the deepest levels of human psychology.