Brand personality archetypes · 12 types, 2 winners
Find out which of the twelve archetypes your company actually is, and which one gives it an edge.
Halfway
That was what you’re after. Now: how you get there. Hands, head or heart.
You answered both of these ways. When there’s only time for one:
Done
Scoring…
What to do next
Double down on the one that comes naturally. Build the other one in on purpose.
Your primary is your default: it shows up without trying, especially under pressure. Your secondary is the dimension that keeps you from being one-note, and it has to be added deliberately. Here’s where to start.
Emblematic touchpoints
Three moments that say who you are, every single time.
An emblematic touchpoint is a repeatable moment in your process that stands for the whole brand. Each archetype asks a different question to find them. Answer yours below; the examples show the kind of thing that comes out.
AI brand audit
Hand this file to Claude or ChatGPT and press Enter.
It carries your two archetypes, what each one should look and sound like, and step-by-step instructions for the AI. Upload it, add your website address and a few photos of your trucks, logo and social posts, and you’ll get an audit of how consistently your brand shows up, with a ranked fix list.
Add your own ideas from the brainstorm above; they’re included automatically.