brand-archetype

name	brand-archetype
description	A brand archetype skill used by the brand-strategist and copywriter agents. Provides Jungian 12-archetype-based brand personality design, tone-and-voice mapping, and storytelling frameworks. Used for 'brand personality,' 'archetypes,' 'tone and voice,' 'brand story,' and related topics.

Brand Archetype — Brand Archetype Methodology

Expert knowledge used by brand-strategist and copywriter agents when designing brand personality and voice.

Why Archetypes

Consumers do not buy products — they buy the feeling that "this brand represents me." Archetypes are universal characters imprinted in humanity's collective unconscious over thousands of years. Mapping them onto a brand creates an intuitive connection.

Full Map of 12 Archetypes

Four Core Motivation Axes

                    Freedom / Liberation
                           ^
                Rebel  | Magician | Explorer
    Belonging <  Jester |   ---   |  Hero    > Self-Actualization
               Everyman | Caregiver| Ruler
                           v
                    Stability / Control

Archetype Details

#	Archetype	Core Desire	Fear	Brand Promise	Tone	Representative Brands
1	Hero	Make the world better	Weakness	"You can do it too"	Brave, challenging	Nike, FedEx
2	Caregiver	Protect others	Selfishness	"We'll take care of you"	Warm, trustworthy	Johnson & Johnson, Volvo
3	Ruler	Order and control	Chaos	"The finest choice"	Authoritative, premium	Mercedes, Rolex
4	Magician	Create transformation	Unintended consequences	"Making the impossible possible"	Inspirational, visionary	Apple, Disney
5	Explorer	New experiences	Confinement, conformity	"Beyond boundaries"	Bold, free	Jeep, Patagonia
6	Rebel	Break rules	Powerlessness	"Rules are made to be broken"	Provocative, raw	Harley-Davidson, Virgin
7	Lover	Intimate relationships	Loneliness	"You are special"	Sensual, passionate	Chanel, Godiva
8	Creator	Make something of value	Mediocrity	"Imagination made real"	Creative, experimental	LEGO, Adobe
9	Jester	Enjoyment	Boredom	"Enjoy life"	Humorous, witty	M&M, Old Spice
10	Sage	Discover truth	Ignorance	"We reveal the truth"	Intellectual, analytical	Google, BBC
11	Everyman	Belonging	Exclusion	"We're on your side"	Friendly, practical	IKEA, Target
12	Innocent	Happiness	Punishment	"The world is beautiful"	Pure, optimistic	Coca-Cola, Dove

Archetype Selection Process

Step 1: Derive Candidates from Brand Personality Keywords

Extract keywords from the user's desired brand image and shortlist the 2-3 most fitting archetypes.

Step 2: Combine Primary + Secondary Archetype

Using only one archetype leads to a generic result. Combine a primary archetype (70%) + secondary archetype (30%).

Combination Example	Resulting Personality	Example Brand
Hero + Sage	Intellectual courage	Tesla
Caregiver + Creator	Creative nurturing	LEGO Duplo
Rebel + Jester	Playful provocation	Dollar Shave Club
Explorer + Magician	Mystical adventure	Airbnb
Ruler + Lover	Elegant authority	Chanel

Step 3: Check Forbidden Combinations

Forbidden Combination	Reason
Innocent + Rebel	Contradictory messaging
Ruler + Jester	Self-undermining authority
Everyman + Magician	Conflict between ordinary and extraordinary

Archetype-to-Tone-and-Voice Conversion

Tone and Voice Specification Template

## Brand Voice Guide

### Archetype: [Primary Archetype] + [Secondary Archetype]

### We speak like this
- [Adjective 1]: [Specific description and examples]
- [Adjective 2]: [Specific description and examples]
- [Adjective 3]: [Specific description and examples]

### We never speak like this
- [Forbidden adjective 1]: [Why not + incorrect examples]
- [Forbidden adjective 2]: [Why not + incorrect examples]

### Voice Spectrum
Formal  *----  Casual
Serious  --*--  Humorous
Authoritative  ---*-  Friendly
Restrained  -*---  Expressive

### Tone Adjustment by Touchpoint
| Touchpoint | Tone Adjustment | Example |
|-----------|----------------|---------|
| Website Main | Standard voice | [Example sentence] |
| Social Media | Casual +20% | [Example sentence] |
| Customer Service | Empathetic +30% | [Example sentence] |
| Press Release | Formal +30% | [Example sentence] |
| Error Messages | Friendly +40% | [Example sentence] |

Brand Story Framework

Five-Chapter Structure

1. Founding Motivation (Why): What problem in the world sparked anger or concern?
2. Insight: How was the root cause of that problem discovered?
3. Solution: What unique approach addresses it?
4. Proof: What real changes have occurred?
5. Invitation: How is the customer invited into this journey?

Storytelling Rules

• The customer is the hero: The brand plays the "guide" role (Donald Miller's StoryBrand)
• Define a clear enemy: Inefficiency, unfairness, ignorance, boredom, etc.
• Use specific details: Not "many people" but "Sarah, a 32-year-old working professional"
• Emotion first, logic second: Why must this brand exist? -> What does it do?