A powerful tool used by most brand and marketing executives to help you identify your brand's character. This tool navigates you through the 12 archetypes page by page in detail, as outlined in Jung’s theory, and enables you to plot your brand against competitors in your category to better understand their character and how you should behave.


The benefits of what can you learn from the selected archetype, are vast:

It improves your communication strategy and ensures your tone and messaging speaks to the right personality traits of your brand, reflective of your core consumer.


To use archetypes as a brainstorming tool you 
can look at how a brand can talk, behave and act from the view of different archetypes. This will develop new and unexpected thinking on new projects.


Building Brand Archetypes

  • Brand Managers, Product Managers, CMO’s, Creative Agencies