Primary Archetype

This is the foundation of your brand’s identity, shaping its core values, voice, and purpose. It defines how your audience perceives and connects with you.

Secondary Archetype

While your primary archetype is dominant, a secondary archetype adds supporting traits that bring depth and flexibility. It can refine your messaging, appeal to a broader audience, or differentiate you from competitors.

Why This Matters

Blending archetypes makes your brand more relatable and unique. A Hero brand with a Caregiver influence, for example, balances strength with compassion. This mix creates a richer brand story and a stronger emotional connection with your audience.