Discover Your Brand Archetype / Exercise by Motto

Brands that embrace human traits are better at connecting with their audience on an emotional level. This exercise helps you discover which archetype is active in your organization so you can understand the character of your brand.

This immersive 16 page PDF Workbook made by Motto includes an introduction to Brand Archetypes, and examines the 12 primary archetypes that symbolize basic human motivations. You'll learn how each archetype has its own set of values, meanings, and personality traits, from which images and themes emerge.

Once discovered, your archetypal profile can be used to build a compelling brand for your organization through the power of storytelling. Use it to guide brand messaging, story, culture, and marketing strategy.

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