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