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.
Expert knowledge used by brand-strategist and copywriter agents when designing brand personality and voice.
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.
Freedom / Liberation
^
Rebel | Magician | Explorer
Belonging < Jester | --- | Hero > Self-Actualization
Everyman | Caregiver| Ruler
v
Stability / Control
| # | 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 |
Extract keywords from the user's desired brand image and shortlist the 2-3 most fitting archetypes.
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 |
| Forbidden Combination | Reason |
|---|---|
| Innocent + Rebel | Contradictory messaging |
| Ruler + Jester | Self-undermining authority |
| Everyman + Magician | Conflict between ordinary and extraordinary |
## 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] |