brand-archetype
A brand archetype skill used by the brand-strategist and copywriter agents. Provides Jungian 12-archetype-based brand personality design, tone-and-voice mapping, and storytelling frameworks. Used for 'brand personality,' 'archetypes,' 'tone and voice,' 'brand story,' and related topics.
Best use case
brand-archetype is best used when you need a repeatable AI agent workflow instead of a one-off prompt.
A brand archetype skill used by the brand-strategist and copywriter agents. Provides Jungian 12-archetype-based brand personality design, tone-and-voice mapping, and storytelling frameworks. Used for 'brand personality,' 'archetypes,' 'tone and voice,' 'brand story,' and related topics.
Teams using brand-archetype should expect a more consistent output, faster repeated execution, less prompt rewriting.
When to use this skill
- You want a reusable workflow that can be run more than once with consistent structure.
When not to use this skill
- You only need a quick one-off answer and do not need a reusable workflow.
- You cannot install or maintain the underlying files, dependencies, or repository context.
Installation
Claude Code / Cursor / Codex
Manual Installation
- Download SKILL.md from GitHub
- Place it in
.claude/skills/brand-archetype/SKILL.mdinside your project - Restart your AI agent — it will auto-discover the skill
How brand-archetype Compares
| Feature / Agent | brand-archetype | Standard Approach |
|---|---|---|
| Platform Support | Not specified | Limited / Varies |
| Context Awareness | High | Baseline |
| Installation Complexity | Unknown | N/A |
Frequently Asked Questions
What does this skill do?
A brand archetype skill used by the brand-strategist and copywriter agents. Provides Jungian 12-archetype-based brand personality design, tone-and-voice mapping, and storytelling frameworks. Used for 'brand personality,' 'archetypes,' 'tone and voice,' 'brand story,' and related topics.
Where can I find the source code?
You can find the source code on GitHub using the link provided at the top of the page.
SKILL.md Source
# 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
```
Freedom / Liberation
^
Rebel | Magician | Explorer
Belonging < Jester | --- | Hero > Self-Actualization
Everyman | Caregiver| Ruler
v
Stability / Control
```
### Archetype Details
| # | Archetype | Core Desire | Fear | Brand Promise | Tone | Representative Brands |
|---|-----------|------------|------|---------------|------|---------------------|
| 1 | **Hero** | Make the world better | Weakness | "You can do it too" | Brave, challenging | Nike, FedEx |
| 2 | **Caregiver** | Protect others | Selfishness | "We'll take care of you" | Warm, trustworthy | Johnson & Johnson, Volvo |
| 3 | **Ruler** | Order and control | Chaos | "The finest choice" | Authoritative, premium | Mercedes, Rolex |
| 4 | **Magician** | Create transformation | Unintended consequences | "Making the impossible possible" | Inspirational, visionary | Apple, Disney |
| 5 | **Explorer** | New experiences | Confinement, conformity | "Beyond boundaries" | Bold, free | Jeep, Patagonia |
| 6 | **Rebel** | Break rules | Powerlessness | "Rules are made to be broken" | Provocative, raw | Harley-Davidson, Virgin |
| 7 | **Lover** | Intimate relationships | Loneliness | "You are special" | Sensual, passionate | Chanel, Godiva |
| 8 | **Creator** | Make something of value | Mediocrity | "Imagination made real" | Creative, experimental | LEGO, Adobe |
| 9 | **Jester** | Enjoyment | Boredom | "Enjoy life" | Humorous, witty | M&M, Old Spice |
| 10 | **Sage** | Discover truth | Ignorance | "We reveal the truth" | Intellectual, analytical | Google, BBC |
| 11 | **Everyman** | Belonging | Exclusion | "We're on your side" | Friendly, practical | IKEA, Target |
| 12 | **Innocent** | Happiness | Punishment | "The world is beautiful" | Pure, optimistic | Coca-Cola, Dove |
## Archetype Selection Process
### Step 1: Derive Candidates from Brand Personality Keywords
Extract keywords from the user's desired brand image and shortlist the 2-3 most fitting archetypes.
### Step 2: Combine Primary + Secondary Archetype
Using only one archetype leads to a generic result. Combine a **primary archetype (70%) + secondary archetype (30%)**.
| Combination Example | Resulting Personality | Example Brand |
|--------------------|---------------------|---------------|
| Hero + Sage | Intellectual courage | Tesla |
| Caregiver + Creator | Creative nurturing | LEGO Duplo |
| Rebel + Jester | Playful provocation | Dollar Shave Club |
| Explorer + Magician | Mystical adventure | Airbnb |
| Ruler + Lover | Elegant authority | Chanel |
### Step 3: Check Forbidden Combinations
| Forbidden Combination | Reason |
|----------------------|--------|
| Innocent + Rebel | Contradictory messaging |
| Ruler + Jester | Self-undermining authority |
| Everyman + Magician | Conflict between ordinary and extraordinary |
## Archetype-to-Tone-and-Voice Conversion
### Tone and Voice Specification Template
```
## Brand Voice Guide
### Archetype: [Primary Archetype] + [Secondary Archetype]
### We speak like this
- [Adjective 1]: [Specific description and examples]
- [Adjective 2]: [Specific description and examples]
- [Adjective 3]: [Specific description and examples]
### We never speak like this
- [Forbidden adjective 1]: [Why not + incorrect examples]
- [Forbidden adjective 2]: [Why not + incorrect examples]
### Voice Spectrum
Formal *---- Casual
Serious --*-- Humorous
Authoritative ---*- Friendly
Restrained -*--- Expressive
### Tone Adjustment by Touchpoint
| Touchpoint | Tone Adjustment | Example |
|-----------|----------------|---------|
| Website Main | Standard voice | [Example sentence] |
| Social Media | Casual +20% | [Example sentence] |
| Customer Service | Empathetic +30% | [Example sentence] |
| Press Release | Formal +30% | [Example sentence] |
| Error Messages | Friendly +40% | [Example sentence] |
```
## Brand Story Framework
### Five-Chapter Structure
1. **Founding Motivation (Why)**: What problem in the world sparked anger or concern?
2. **Insight**: How was the root cause of that problem discovered?
3. **Solution**: What unique approach addresses it?
4. **Proof**: What real changes have occurred?
5. **Invitation**: How is the customer invited into this journey?
### Storytelling Rules
- **The customer is the hero**: The brand plays the "guide" role (Donald Miller's StoryBrand)
- **Define a clear enemy**: Inefficiency, unfairness, ignorance, boredom, etc.
- **Use specific details**: Not "many people" but "Sarah, a 32-year-old working professional"
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