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Character patterns used to explore a brand's personality, motivations, and expected behaviour.
Brand archetypes apply familiar character patterns to the way a business presents itself.
Common models include the Hero, Sage, Explorer, Creator, Caregiver, Ruler, Jester, Lover, Innocent, Magician, Outlaw, and Regular Person. Each represents a recognisable set of motivations and behaviours.
Archetypes can help a team discuss personality in more concrete terms. A Sage is expected to pursue understanding. An Explorer values independence and discovery. A Caregiver is expected to protect and support.
The Limitation
An archetype is a creative lens, not a diagnosis.
Real businesses contain tensions that a single character label cannot explain. A company might combine the discipline of the Sage with the challenge of the Outlaw, or the ambition of the Creator with the responsibility of the Caregiver.
The useful question is not “Which archetype are we?” It is “What behaviour should people consistently experience from us, and does this pattern help us express it?”
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