Definition
Twelve universal personalities (hero, sage, explorer, caregiver, creator…) used to define a brand's character consistently.
In practice
The archetype doesn't go on the website; it guides tone of voice, photography and campaign decisions. A "sage" brand doesn't shout in posts.
Amplifik service related to this term
Brand strategy & naming
Positioning, value proposition, brand platform and name — the map before the drawing.
Related terms
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