Archetype Exercise

Brand Archetypes are fictional identities based on universally familiar characters or situations that transcend time, place, culture, gender, and age. Each Archetype has its own set of characteristics, values, attitudes, and behaviors. These attributes serve as a north star for your Brand by illuminating universal truths regarding the fundamental goals and desires of the organization.

Once identified, your Archetype provides the Brand with a platform to better understand the organization’s “Why” that can be leveraged in the development of voice, value propositions, and creative execution.

• Provide the first real system for understanding and managing the meaning of brands
• Define the intangible characteristics of a brand and capture the true meaning behind it 
• Help brands take on symbolic significance (not just use symbols to position the Brand)
• Create a rich personality for creative development

Explore Archetype Families by Core Attributes