brand-archetype-selection

Identify your brand's core values and personality, then select a primary archetype (70%) that dominates your positioning and a secondary archetype (30%) that adds differentiation. Use the evaluation templates to validate that both archetypes align with your brand narrative and market positioning.

The 12 archetypes are universal brand personality profiles—including Explorer, Hero, and Sage—each with distinct motivations, values, and messaging cues. They provide a framework to position your brand's emotional identity and guide consistent personality expression across campaigns.

The 70/30 rule designates one primary archetype as your brand's dominant personality (70%) combined with a secondary archetype (30%) that provides nuance and differentiation. This combination prevents one-dimensional positioning and creates flexibility in crowded markets.

Yes. Pairing a primary archetype with a carefully chosen secondary archetype creates a unique brand personality that differentiates you from competitors using the same primary archetype alone. The 70/30 framework ensures the secondary archetype complements rather than dilutes your core positioning.

Draft a brand narrative that incorporates both your primary and secondary archetypes, then use the selection and validation templates to test alignment with your brand values, target audience, and market positioning. Refine until the archetype profiles consistently reflect your brand's emotional positioning.