Brand archetypes

Brand archetypes borrow from Jungian psychology to give your brand a recognisable character. When you know whether you’re the Caregiver or the Explorer, every word choice becomes easier – from headlines to help pages. Archetypes are especially powerful when multiple writers need to maintain a consistent voice, because they provide an intuitive character to write as rather than a rigid set of rules to follow.

See also: Tone of voice; Verbal identity

From The Hero and the Outlaw by Margaret Mark and Carol S. Pearson