Glossary

What is a brand archetype?

A brand archetype is one of twelve character types, such as the Hero or the Caregiver, used to give a brand a recognizable personality.

Why it matters

People understand characters faster than lists of adjectives. An archetype keeps the tone of voice and the design pointing at the same personality.

Example

Nike is the Hero: it challenges people to prove themselves. Dove is the Innocent: simple, honest, and reassuring.