brand-archetype-selection

Original source / Raw SKILL.md

---
name: brand-archetype-selection
description: Provides Jungian brand archetype frameworks, the 12 archetypes with profiles, the 70/30 primary/secondary rule, archetype combinations, and selection templates. Auto-activates during brand archetype selection, emotional positioning, and brand personality work. Use when discussing brand archetypes, Jungian archetypes, 12 archetypes, Hero, Outlaw, Magician, Creator, Lover, Jester, Everyman, Caregiver, Ruler, Sage, Explorer, Innocent, 70/30 rule, Mark-Pearson, or archetype combinations.
---

# Brand Archetype Selection Framework

Quick reference for selecting brand archetypes using the Mark-Pearson methodology and Jungian psychology.

> "Archetypes are the heartbeat of a brand because they convey a meaning that makes customers relate to a product as if it actually were alive in some way." — Margaret Mark & Carol Pearson

---

## Psychological Foundations

### Why Archetypes Work

Carl Jung proposed that beyond our personal unconscious lies a **collective unconscious**—a shared psychological inheritance containing archetypes: universal symbols, themes, and characters that appear across all human societies.

**Key Insights:**
1. **Subconscious Pattern Recognition**: Our brains respond to archetypal stories as deeply familiar
2. **The 95% Rule**: According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are made subconsciously
3. **Mirror Neuron Response**: When encountering clear archetypal expression, our mirror neurons fire as if we were embodying that archetype ourselves
4. **Archetypes bypass the intellectual mind** and produce feelings that lead to brand loyalty

### The Business Case

A six-year Young & Rubicam study found that **brands most clearly aligned with a single archetype were the most profitable**.

---

## The 70/30 Rule (Core Methodology)

**Primary Archetype (70%)**: Your core personality that represents the majority of your brand. Any less and your personality will be confusing—you'll struggle to connect through familiarity.

**Secondary "Influencer" Archetype (30%)**: Left to spend on differentiation. This is where you stand out from competitors who share your primary archetype.

### Strategic Choice
- **Align with industry expectation** (safety, meets customer expectations)
- **Go against the grain** (differentiation opportunity, but riskier)

---

## The Four Motivation Quadrants

The 12 archetypes are organized into four fundamental human motivations:

| Quadrant | Motivation | Archetypes |
|----------|------------|------------|
| **Stability & Control** | Providing structure to the world | Innocent, Everyman, Ruler, Caregiver |
| **Independence & Fulfillment** | The yearning for paradise | Hero, Outlaw, Explorer, Sage |
| **Mastery & Risk** | Leaving a thumbprint on the world | Magician, Creator |
| **Belonging & Enjoyment** | No one is an island | Lover, Jester |

---

## The 12 Archetypes Quick Reference

| Archetype | Motto | Core Desire | Greatest Fear | Gift |
|-----------|-------|-------------|---------------|------|
| **Innocent** | "Free to be you and me" | Happiness, paradise | Punishment for wrongdoing | Faith, optimism |
| **Everyman** | "All are created equal" | Belonging, connection | Being rejected, left out | Realism, empathy |
| **Hero** | "Where there's a will, there's a way" | Prove worth through courage | Weakness, vulnerability | Competence, courage |
| **Outlaw** | "Rules are made to be broken" | Revolution, freedom | Powerlessness, being ordinary | Radical freedom |
| **Explorer** | "Don't fence me in" | Freedom to discover oneself | Getting trapped, conformity | Autonomy, ambition |
| **Creator** | "If you can imagine it, it can be created" | Create enduring value | Mediocre vision/execution | Creativity, imagination |
| **Ruler** | "Power isn't everything. It's the only thing." | Control | Chaos, being overthrown | Responsibility, leadership |
| **Magician** | "I make things happen" | Transform reality | Unintended consequences | Finding win-win solutions |
| **Lover** | "You're the only one" | Intimacy, experience | Being alone, unwanted | Passion, commitment |
| **Caregiver** | "Love your neighbor as yourself" | Protect and care for others | Selfishness, ingratitude | Compassion, generosity |
| **Sage** | "The truth will set you free" | Discover the truth | Being duped, ignorance | Wisdom |
| **Jester** | "You only live once" | Live in the moment | Being bored or boring | Joy |

---

## R-O-A-D Map Framework (Kaye Putnam)

**R - Review** your brand values, audience, and competitive landscape
**O - Observe** how each archetype feels when applied to your brand
**A - Align** with your business goals and ideal client
**D - Decide** on primary (dominant) and secondary (influencer) archetypes

---

## Industry Default Archetypes

| Industry | Default Archetype | Notes |
|----------|-------------------|-------|
| Healthcare | Caregiver | Expected; breaking from this is risky but differentiating |
| Finance | Sage or Ruler | Trust and expertise expected |
| Technology | Creator or Magician | Innovation and transformation |
| Luxury | Ruler or Lover | Status and desire |
| Outdoor/Adventure | Explorer | Freedom and discovery |
| Sports/Fitness | Hero | Achievement and overcoming |
| Entertainment | Jester or Magician | Fun and transformation |
| Food (comfort) | Caregiver or Everyman | Nourishment and belonging |

---

## Archetype Combinations

### Complementary (These Work Well)

| Primary | Secondary | Effect | Example |
|---------|-----------|--------|---------|
| Ruler | Creator | Authority with innovation | Chanel |
| Outlaw | Explorer | Rebellion with adventure | Roxy |
| Everyman | Lover | Welcoming with emotional depth | Airbnb |
| Sage | Magician | Wisdom with transformation | TED |
| Hero | Caregiver | Strength with compassion | Healthcare brands |
| Creator | Sage | Innovation with expertise | Adobe |
| Explorer | Outlaw | Adventure with counter-culture | Patagonia |

### Problematic (Use with Caution)

| Combination | Conflict |
|-------------|----------|
| Jester + Ruler | Playfulness vs. authority |
| Innocent + Outlaw | Purity vs. rebellion |
| Sage + Jester | Wisdom vs. playfulness |
| Ruler + Everyman | Exclusivity vs. accessibility |
| Caregiver + Outlaw | Nurturing vs. disruption |

---

## Customer Journey Archetype Strategy

Different archetypes can be relevant at different stages:

| Stage | Archetype Purpose | Example |
|-------|-------------------|---------|
| **Awareness** | Differentiating archetype | Rebel energy to stand out |
| **Sales** | Expertise archetype | Sage energy to build trust |
| **Support** | Comfort archetype | Caregiver energy to nurture |

**Apple Example**: Creator in product development, Outlaw in awareness marketing, Sage when teaching customers, Caregiver when providing support.

---

## Common Mistakes & Anti-Patterns

| # | Mistake | The Fix |
|---|---------|---------|
| 1 | **Trying to Be Everything** (too many archetypes) | Commit to one primary; use secondary sparingly |
| 2 | **Inconsistent Application** | Every touchpoint must reflect archetype |
| 3 | **Ignoring Your Audience** | Must align with customer expectations and desires |
| 4 | **Overused Without Differentiation** | Add secondary archetype for uniqueness |
| 5 | **Ignoring Shadow Sides** | Understand and mitigate archetype weaknesses |
| 6 | **Making It Too Rigid** | Allow room for growth and adaptation |
| 7 | **Cultural Blindness** | Vet archetypes for target cultural context |

---

## Shadow Sides (Weaknesses to Avoid)

| Archetype | Shadow Side | What to Avoid |
|-----------|-------------|---------------|
| Innocent | Naive, in denial | Seeming out of touch with reality |
| Everyman | Bland, forgettable | No distinctive point of view |
| Hero | Arrogant, aggressive | Putting others down, being preachy |
| Outlaw | Destructive, alienating | Rebellion without purpose |
| Explorer | Aimless, flaky | Unable to commit or be relied upon |
| Creator | Perfectionist, impractical | Dismissive of execution details |
| Ruler | Tyrannical, elitist | Appearing arrogant or inaccessible |
| Magician | Manipulative, over-promising | Smoke and mirrors, undeliverable claims |
| Lover | Obsessive, shallow | Desperate for approval, purely superficial |
| Caregiver | Martyring, smothering | Making customers feel incompetent |
| Sage | Condescending, disconnected | Talking down, ivory-tower thinking |
| Jester | Irresponsible, offensive | Humor that punches down, inability to be serious |

---

## Selection Validation Tests

Apply these tests before finalizing archetype selection:

| Test | Question | Pass Criteria |
|------|----------|---------------|
| **Authenticity Test** | Does this feel true to the founder/brand? | Resonates deeply, not forced |
| **Audience Test** | Does this archetype resonate with our customers? | Matches their emotional needs |
| **Differentiation Test** | Does this stand out from competitors? | Not the same as direct competitors |
| **Consistency Test** | Can we express this across all touchpoints? | Translates to voice, visuals, experience |
| **Longevity Test** | Will this still fit in 5-10 years? | Not tied to trends, core to identity |
| **Shadow Test** | Can we avoid the archetype's dark side? | Have plan to mitigate weaknesses |

---

## Differentiating Within an Archetype

When competitors share your archetype:

1. **Add a secondary archetype** for unique flavor
2. **Go deeper into sub-archetypes** — find unique angle within archetype
3. **Own specific territories** — causes, aesthetics, customer segments
4. **Develop unique voice** within archetype — Nike vs. FedEx are both Hero

---

## Key Principles

### From Mark & Pearson
- "Archetypes are the heartbeat of a brand"
- Discover the "soul" of your brand through archetypal analysis
- Express that soul in ways that tap into universal stories
- Achieve iconic brand identity that withstands time

### From Neumeier
- "A brand is not what you say it is. It's what they say it is."
- Focus on differentiation and "onliness"
- Archetypes are one tool in the toolkit, not the entire strategy

### Core Truths
1. **Archetypes are shortcuts to meaning** — they accelerate emotional connection
2. **Consistency compounds** — consistent expression builds trust (up to 23% revenue increase)
3. **Primary archetype clarity beats complexity** — one clear archetype outperforms blends
4. **Archetypes must be authentic** — forcing misalignment creates dissonance
5. **Differentiation happens at the edges** — same archetype, different expression

---

## Templates

See [reference/templates.md](reference/templates.md) for:
- Archetype Selection Worksheet
- Archetype Profile Template
- Competitive Archetype Mapping Template
- Archetype Combination Validation Template
- Archetype Expression Guide Template
- Quick Reference Card Template
- Full Archetype Documentation Template

---

## When to Apply This Knowledge

### During Competitive Analysis
- Map competitors to archetypes
- Identify archetype gaps in market
- Find differentiation opportunities

### During Archetype Selection
- Review all 12 archetypes against brand values
- Apply the 70/30 rule for primary/secondary
- Validate combinations are complementary

### During Archetype Validation
- Run all 6 validation tests
- Check against common mistakes
- Assess shadow side mitigation

### During Final Documentation
- Include complete archetype profiles
- Document expression guidelines
- Provide quick reference card


---

## Referenced Files

> The following files are referenced in this skill and included for context.

### reference/templates.md

```markdown
# Brand Archetype Templates

Structured templates for archetype analysis, selection, and documentation.

---

## Archetype Selection Worksheet

Use this to systematically evaluate archetype fit.

```
### Archetype Selection Worksheet

**Brand**: _______________
**Date**: _______________

---

#### Step 1: Context Review

**Brand Purpose (WHY):** _______________
**Core Values:** _______________
**Target Audience:** _______________
**Competitive Position:** _______________

---

#### Step 2: Audience Archetype Analysis

What archetype does the target audience respond to?

| Question | Answer |
|----------|--------|
| What do they aspire to? | [Answer] |
| What do they fear? | [Answer] |
| What emotional need are we fulfilling? | [Answer] |
| What brands do they love and why? | [Answer] |

---

#### Step 3: Competitive Archetype Mapping

| Competitor | Primary Archetype | Secondary | How It Shows |
|-----------|-------------------|-----------|--------------|
| [A] | [Archetype] | [Archetype] | [Evidence] |
| [B] | [Archetype] | [Archetype] | [Evidence] |
| [C] | [Archetype] | [Archetype] | [Evidence] |

**Archetype Gaps:** [Which archetypes are underrepresented?]

---

#### Step 4: Archetype Evaluation Matrix

Rate each archetype (1-5) on fit:

| Archetype | Purpose Fit | Audience Fit | Founder Fit | Differentiation | Total |
|-----------|-------------|--------------|-------------|-----------------|-------|
| Innocent | _ | _ | _ | _ | _ |
| Everyman | _ | _ | _ | _ | _ |
| Hero | _ | _ | _ | _ | _ |
| Outlaw | _ | _ | _ | _ | _ |
| Explorer | _ | _ | _ | _ | _ |
| Creator | _ | _ | _ | _ | _ |
| Ruler | _ | _ | _ | _ | _ |
| Magician | _ | _ | _ | _ | _ |
| Lover | _ | _ | _ | _ | _ |
| Caregiver | _ | _ | _ | _ | _ |
| Sage | _ | _ | _ | _ | _ |
| Jester | _ | _ | _ | _ | _ |

**Top 3 Candidates:**
1. [Archetype] — Score: [Total]
2. [Archetype] — Score: [Total]
3. [Archetype] — Score: [Total]

---

#### Step 5: Primary/Secondary Selection

**Primary Archetype (70%):** _______________
**Secondary Archetype (30%):** _______________

**Why this combination:**
[Explanation]

---

#### Step 6: Validation Checks

- [ ] Authenticity Test: Feels true to founder/brand
- [ ] Audience Test: Resonates with customers
- [ ] Differentiation Test: Stands out from competitors
- [ ] Consistency Test: Can express across all touchpoints
- [ ] Combination Test: Primary + Secondary complement each other
```

---

## Archetype Profile Template

Complete profile for a selected archetype.

```
### Archetype Profile: [Archetype Name]

---

#### Core Identity

**Motto:** "[The archetype's core motto]"

| Element | Description |
|---------|-------------|
| **Core Desire** | [What this archetype wants most] |
| **Goal** | [What it's trying to achieve] |
| **Greatest Fear** | [What it avoids at all costs] |
| **Strategy** | [How it achieves its goals] |
| **Gift** | [What it offers the world] |

---

#### Personality Traits

1. [Primary trait]
2. [Secondary trait]
3. [Tertiary trait]
4. [Additional trait]
5. [Additional trait]

---

#### Voice & Messaging Style

**Tone:** [Overall tone description]

**Characteristics:**
- [Voice quality 1]
- [Voice quality 2]
- [Voice quality 3]

**Vocabulary Tendencies:**
- Words to use: [Examples]
- Words to avoid: [Examples]

**Messaging Focus:**
- [Primary messaging theme]
- [Secondary messaging theme]

---

#### Visual Identity Tendencies

| Element | Guidance |
|---------|----------|
| **Colors** | [Specific color palette guidance] |
| **Typography** | [Font style recommendations] |
| **Imagery** | [Photo/illustration style] |
| **Overall Aesthetic** | [Design direction] |

---

#### Emotional Territory

**Primary Emotion Evoked:** [The main feeling]
**Supporting Emotions:** [Additional feelings]
**Emotions to Avoid:** [Feelings that conflict]

---

#### Industries Where This Works

- [Industry 1]
- [Industry 2]
- [Industry 3]
- [Industry 4]

---

#### Exemplar Brands

| Brand | How They Express It |
|-------|-------------------|
| [Brand A] | [Specific example] |
| [Brand B] | [Specific example] |
| [Brand C] | [Specific example] |

---

#### Shadow Side (What to Avoid)

**The Dark Side:** [Description of archetype's weakness]

**Specific Pitfalls:**
1. [Pitfall 1]
2. [Pitfall 2]
3. [Pitfall 3]

**Mitigation Strategies:**
- [How to avoid pitfall 1]
- [How to avoid pitfall 2]
- [How to avoid pitfall 3]
```

---

## Competitive Archetype Mapping Template

Visualize the competitive landscape.

```
### Competitive Archetype Landscape

**Category:** _______________

---

#### Competitor Analysis

| Competitor | Primary | Secondary | Evidence | Strength | Weakness |
|-----------|---------|-----------|----------|----------|----------|
| [Company A] | [Archetype] | [Archetype] | [How it shows] | [What works] | [Gap] |
| [Company B] | [Archetype] | [Archetype] | [How it shows] | [What works] | [Gap] |
| [Company C] | [Archetype] | [Archetype] | [How it shows] | [What works] | [Gap] |
| [Company D] | [Archetype] | [Archetype] | [How it shows] | [What works] | [Gap] |

---

#### Archetype Distribution Map

```
         Stability & Control
                 │
    Innocent ●   │   ● Ruler
                 │
    Everyman ●   │   ● Caregiver
                 │
─────────────────┼─────────────────
                 │
    Hero ●       │       ● Magician
                 │
    Outlaw ●     │     ● Creator
                 │
         Independence              Mastery
         & Fulfillment             & Risk
```

(Mark where each competitor sits)

---

#### Opportunity Analysis

**Overcrowded Archetypes:**
- [Archetype] — used by [Competitors]

**Underrepresented Archetypes:**
- [Archetype] — potential opportunity

**White Space:**
[Description of archetype territory no one owns]

---

#### Strategic Recommendation

**If aligning with industry norm:**
[Which archetype and why]

**If differentiating:**
[Which archetype and why]
```

---

## Archetype Combination Validation Template

Validate that primary + secondary work together.

```
### Archetype Combination Validation

**Primary Archetype:** _______________
**Secondary Archetype:** _______________

---

#### Compatibility Check

| Factor | Assessment | Notes |
|--------|------------|-------|
| **Motivation Alignment** | [Compatible/Conflicting] | [Which quadrants?] |
| **Value Alignment** | [Compatible/Conflicting] | [What values overlap?] |
| **Tone Compatibility** | [Compatible/Conflicting] | [Can voices blend?] |
| **Visual Compatibility** | [Compatible/Conflicting] | [Can aesthetics merge?] |

---

#### Known Combination Patterns

Is this a documented combination?

- [ ] Listed as Complementary (low risk)
- [ ] Listed as Problematic (high risk)
- [ ] Novel combination (needs testing)

If Problematic, how will you resolve the conflict?
[Resolution strategy]

---

#### The Blend in Practice

**How the blend manifests:**

| Touchpoint | Primary Shows As | Secondary Shows As |
|------------|------------------|-------------------|
| Voice | [Expression] | [Expression] |
| Visuals | [Expression] | [Expression] |
| Experience | [Expression] | [Expression] |
| Marketing | [Expression] | [Expression] |

---

#### Balance Check

The 70/30 rule means primary dominates.

**Primary (70%) dominates in:**
- [Context 1]
- [Context 2]
- [Context 3]

**Secondary (30%) emerges in:**
- [Context 1]
- [Context 2]

---

#### Validation Result

- [ ] **APPROVED** — Combination works well
- [ ] **NEEDS ADJUSTMENT** — Issues: _______________
- [ ] **RECONSIDER** — Significant conflict detected
```

---

## Archetype Expression Guide Template

Translate archetype to brand expression.

```
### Archetype Expression Guide

**Brand:** _______________
**Primary Archetype:** _______________
**Secondary Archetype:** _______________

---

#### Brand Personality Traits (Derived from Archetype)

1. [Trait from primary archetype]
2. [Trait from primary archetype]
3. [Trait from primary archetype]
4. [Trait from secondary archetype]
5. [Trait from secondary archetype]

---

#### Voice Guidelines

**Overall Tone:** [Description]

**The brand sounds like:**
- [Voice quality 1]
- [Voice quality 2]
- [Voice quality 3]

**The brand does NOT sound like:**
- [What to avoid 1]
- [What to avoid 2]

**Vocabulary:**

| Use These Words | Avoid These Words |
|-----------------|-------------------|
| [Word/phrase] | [Word/phrase] |
| [Word/phrase] | [Word/phrase] |
| [Word/phrase] | [Word/phrase] |

---

#### Visual Identity Direction

**Color Palette:**
- Primary: [Color + hex] — [Why from archetype]
- Secondary: [Color + hex] — [Why from archetype]
- Accent: [Color + hex] — [Why from archetype]

**Typography:**
- Headlines: [Font style] — [Why from archetype]
- Body: [Font style] — [Why from archetype]

**Imagery Style:**
- [Image type 1] — [Why from archetype]
- [Image type 2] — [Why from archetype]

**Overall Aesthetic:**
[Description derived from archetype]

---

#### Experience Guidelines

How the archetype shows in customer experience:

| Touchpoint | Archetype Expression |
|------------|---------------------|
| First Contact | [How archetype shows] |
| Sales Process | [How archetype shows] |
| Onboarding | [How archetype shows] |
| Support | [How archetype shows] |
| Retention | [How archetype shows] |

---

#### Marketing Approach

**Messaging Themes:**
- [Theme from archetype]
- [Theme from archetype]

**Story Patterns:**
- [Narrative arc that fits archetype]

**Campaign Approaches:**
- [Campaign type that fits archetype]

---

#### Decision Filter

When making brand decisions, ask:

> "Would a [Primary Archetype] do this?"
> "Would a [Primary Archetype] say it this way?"
> "Does this feel authentic to our archetype?"

If no, reconsider the decision.
```

---

## Quick Reference Card Template

Summary for daily use.

```
### Archetype Quick Reference Card

**[Brand Name]**

---

| Element | Answer |
|---------|--------|
| **Primary Archetype** | [Archetype] |
| **Primary Motto** | "[Motto]" |
| **Secondary Archetype** | [Archetype] |
| **Secondary Motto** | "[Motto]" |
| **Blend Ratio** | 70% / 30% |

---

#### Core Motivation

**We desire:** [Core desire from archetype]
**We fear:** [Greatest fear from archetype]
**We offer:** [Gift from archetype]

---

#### Personality in 5 Words

1. [Trait]
2. [Trait]
3. [Trait]
4. [Trait]
5. [Trait]

---

#### Emotional Territory

> **We make customers feel:** [Primary emotion]

---

#### The Quick Test

Before any brand decision, ask:
> "Would a [Archetype] do this?"

---

#### Shadow Side Warning

**Avoid:** [Brief description of archetype's dark side]

---

#### Reference Brands

- [Brand A] (same primary)
- [Brand B] (similar blend)
```

---

## Full Archetype Documentation Template

Complete documentation format.

```
# Brand Archetype: [Brand Name]

## Executive Summary

[2-3 sentences: What archetype fits this brand and why?]

---

## Archetype Analysis

### Context Review

**Brand Purpose:** [Summary]
**Core Values:** [Summary]
**Target Audience:** [Summary]
**Positioning:** [Summary]

### Audience Archetype Alignment

What archetype does the target audience respond to?
[Analysis of audience's emotional needs and archetypal preferences]

### Competitive Archetype Landscape

| Competitor | Primary Archetype | Notes |
|-----------|-------------------|-------|
| [A] | [Archetype] | [How it manifests] |
| [B] | [Archetype] | [How it manifests] |
| [C] | [Archetype] | [How it manifests] |

**Archetype Opportunities:**
[Which archetypes are underrepresented in the competitive set?]

---

## Primary Archetype Recommendation

### [Archetype Name]

**Motto:** "[Archetype motto]"

**Why This Archetype:**
[Detailed explanation of why this archetype fits]

**Connection to Purpose:**
[How this archetype expresses the brand's WHY]

**Connection to Audience:**
[How this archetype resonates with target customers]

**Competitive Differentiation:**
[How this archetype differentiates from competitors]

**The Core Motivation:**
- Desire: [What this archetype wants]
- Fear: [What this archetype avoids]
- Strategy: [How this archetype achieves goals]
- Gift: [What this archetype offers]

### How It Manifests

**In Brand Voice:**
- [Voice quality 1]
- [Voice quality 2]
- [Voice quality 3]

**In Visual Identity:**
- Colors: [Specific color guidance from archetype]
- Typography: [Type style guidance]
- Imagery: [Image style guidance]
- Overall aesthetic: [Design direction]

**In Customer Experience:**
- [Experience quality 1]
- [Experience quality 2]
- [Experience quality 3]

**In Marketing:**
- [Marketing approach 1]
- [Marketing approach 2]

### Reference Brands (Same Archetype)
- [Brand A]: [How they express this archetype]
- [Brand B]: [How they express this archetype]

### Shadow Side to Avoid
[The dark side of this archetype and specific pitfalls to watch for]

---

## Secondary Archetype Recommendation

### [Archetype Name]

**Motto:** "[Archetype motto]"

**Why This Secondary:**
[How it complements the primary]

**The Blend:**
[How primary + secondary work together]

**When It Appears:**
- [Context when secondary comes forward]
- [Situations where blend is evident]

**Balance:**
- Primary [Archetype]: ~70%
- Secondary [Archetype]: ~30%

---

## Alternative Archetypes Considered

### [Alternative Archetype]
- **Fit Score:** [High/Medium/Low]
- **Pros:** [Why it could work]
- **Cons:** [Why it's not the best choice]

### [Alternative Archetype]
- **Fit Score:** [High/Medium/Low]
- **Pros:** [Why it could work]
- **Cons:** [Why it's not the best choice]

---

## Archetype Expression Guide

### Brand Personality Traits (from archetype)
1. [Trait from archetype]
2. [Trait from archetype]
3. [Trait from archetype]
4. [Trait from archetype]
5. [Trait from archetype]

### Emotional Territory Owned
- **Primary Emotion:** [Emotion]
- **Supporting Emotions:** [Emotions]
- **Emotions to Avoid:** [Emotions that don't fit]

### Story Archetypes
The brand story follows these patterns:
- [Story pattern that fits the archetype]
- [Common narrative arc]

### Archetype in Action

**Decision Filter:**
"Would a [Archetype] do this?" → Yes/No

**Communication Filter:**
"Would a [Archetype] say it this way?" → Yes/No

---

## Summary

**Primary Archetype:** [Name] — "[Motto]"
**Secondary Archetype:** [Name] — "[Motto]"
**Emotional Territory:** [The feelings this brand owns]
**Archetype Expression:** [One-sentence summary of how archetype shows up]

---

## How Archetype Informs Other Elements

| Brand Element | Archetype Influence |
|--------------|-------------------|
| Voice | [How archetype shapes voice] |
| Visual Identity | [How archetype shapes visuals] |
| Messaging | [How archetype shapes messaging] |
| Experience | [How archetype shapes CX] |
```

---

## Output Validation Checklist

When reviewing archetype documentation, verify:

**Selection Quality**
- [ ] Primary archetype clearly identified with rationale
- [ ] Secondary archetype complements (not conflicts)
- [ ] 70/30 balance is clear
- [ ] Competitive differentiation addressed

**Fit Validation**
- [ ] Authenticity test passed (founder resonance)
- [ ] Audience test passed (customer alignment)
- [ ] Differentiation test passed (competitive)
- [ ] Consistency test passed (expressible everywhere)

**Expression Quality**
- [ ] Voice guidelines are specific and actionable
- [ ] Visual direction derives from archetype
- [ ] Experience guidelines included
- [ ] Shadow side acknowledged with mitigation

**Documentation Quality**
- [ ] All templates completed thoroughly
- [ ] Reference brands included
- [ ] Quick reference card provides summary
- [ ] Decision filters are clear

```