Reference tool

Brand Archetypes Reference Tool

This is your reference tool to help you uncover your brand’s archetypal identity so you can lean into a personality that feels like you.

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Archetypes aren’t fluff, they’re a tool for clarity. When your brand acts (and speaks) from a defined archetypal personality, your message cuts through the noise. You stop being “just another brand” and start being recognisable, memorable, relatable.

What you’ll get

  • An overview of the 12 core archetypes and what human desires each taps into
  • Examples of brand messaging, core theme and philosophy for that archetype
  • Example brands of that archetype

    • How to use this tool

  • Start with self-exploration
    Reflect on your values, audience, mission, and what you deeply believe.
  • Match to archetypes
    Compare your reflections to the 12 archetypes. Which feel familiar? Which resist you? Choose a primary and an optional secondary.
  • Embed into your brand
    Let your archetype(s) guide voice, visuals, content, tone, storytelling so every touchpoint feels consistent.
  • Make it actionable
    Map out the next steps, and commit to weaving this into your marketing, design, and team alignment.

    • Get it now:

    Brand Archetypes Reference Tool

    Download it now