The BrandsThatPunch™ Approach
The Brand Archetypes
Gives your brand a human personality, shaping how it speaks, behaves, and connects emotionally with the people it serves.
What /
Brand Archetypes define your brand’s personality through twelve timeless human characters, from Hero to Caregiver to Creator. They make your brand relatable, memorable, and emotionally consistent.
01
Defining the Core Personality
We identify the archetype that best represents your brand’s purpose, values, and tone — the human face behind your strategy.
02
Shaping Voice and Behaviour
Your archetype informs how your brand speaks, acts, and makes people feel across every touchpoint and communication.
03
Guiding Creative Direction
From design to storytelling, your archetype ensures visual and verbal alignment, giving your brand instant emotional recognition.
Why /
People connect with people — not corporations. Archetypes make your brand human, helping audiences instinctively understand who you are and what you stand for.
01
Builds Emotional Connection
Your audience recognizes themselves in your archetype, forming deeper relationships based on shared values and traits.
02
Drives Consistent Expression
It ensures your brand’s tone, visuals, and behavior remain cohesive, regardless of channel or campaign.
03
Simplifies Decision-Making
When every choice is filtered through your archetype, creativity becomes faster, sharper, and more on-brand.
How /
Explore the twelve archetypes — Hero, Explorer, Sage, Creator, and more. Identify which best aligns with your brand’s values and customer expectations. Use it as a filter for every message, design, and experience.