How many of you have tried to lock down your kid’s devices only to find it doesn’t work or that the kids find a workaround in two hot seconds?

I had a friend tell me the other day that their husband, an international finance CEO, spent countless hours trying to lock down their kid’s phone from the type of content allowed to be seen, to the time limits on specific apps. He was in South Korean chatrooms and tech company forums. It was global search, a deep dive. It was that complicated.

Does the brand make you feel like they know your name?

The Everyman archetype brands are the approachable, familiar faces that resonate with a wide range of consumers. They are a brand that feels like someone you can trust and rely on. It isn’t about being flashy or trendy.

I asked my middle school daughter about her facial routine and the products she uses. She responded, “Just because I’m beautiful on the inside doesn’t mean I don’t want to be beautiful on the outside.” I’m pretty sure this is a response a Magician Brand Archetype for a beauty product brand would want to hear.

This brand personality isn't about smoke and mirrors; it's about harnessing creativity and innovation to create a brand experience that feels like magic for your customers.

Is your brand in a crowded market place? Do you want your brand to be the go-to authority?

Throughout history, from China to Africa, Europe, and Mesoamerica, sages were revered figures who were consulted for their knowledge and insights.

A study by Applied Developmental Psychology found humorous ads are 33% more likely to be remembered by viewers compared to non-humorous ads. Source: Cause and Effect of Funny Advertising in the Child Target Group by Meike Hammerstein, Kirsten D. Knopf

The Jester archetype isn't about being silly for the sake of silliness.

Is your brand stuck in a one-night stand mentality with customers? Do your marketing campaigns fall flat, failing to capture their hearts and minds (and wallets)?

Are your clients looking for an immersive and emotionally charged experience? No, you didn’t click on a dating app link. But yes, the Lover brands are seeking your attention

Feeling the pressure to differentiate your brand in today's competitive landscape?

The Caregiver archetype is a powerful brand personality, which caters to a deep human desire for exceptional service, personalized attention, and genuine care. You don’t have to be a luxury brand like The Four Seasons Hotels, Hermès, Apple or have a Michelin Guide's star to follow how these brands achieve excellence.

Is it liberating us by solving a problem? Does your Brand break the rules? 💣 💥

Have you considered if your brand publicly expresses its personality and core values for more than its clients?

I’m thinking internal corporate rebellion. 👔

Does your brand crave calculated risks and thrive on rapid iteration? Do you want to conquer the business landscape by fostering a culture of experimentation and fearless leadership?

AI can feel a bit sci fi but when you think about character traits it can also evoke the personality of the gods. Powerful yet flawed. Take Hermes for example. The Messenger god. I think Hermes would bridge the gap between humans and automation.

What Archetype is Your Brand?