Identify your primary and secondary brand archetypes and translate them into voice, visual cues, and messaging behavior.
## CONTEXT Brand archetypes are twelve universal personality patterns (the Hero, the Sage, the Outlaw, the Caregiver, and so on) that give a brand a recognizable human character people instinctively understand. Choosing an archetype is a shortcut to consistency: it tells you how to speak, what to celebrate, and what…
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