Archetypes make a brand’s personality tangible for readers. Use them as guardrails for tone, vocabulary and story choices across channels.
Which pitfall shows archetype misuse?
using consistent sentence rhythm
leaning on clichés or stereotypes instead of values and behaviours
aligning visual and verbal tone
testing language with customers
If you want the “Caregiver” to feel authentic, your copy should emphasise ______.
reassurance, safety and practical help
technical jargon and aloof distance
mystery and riddles
mocking rivals and breaking norms
Which line best matches a “Rebel” voice?
“Break the rules that slow real progress.”
“Your trusted guide through complexity.”
“We’re here to soothe and support.”
“Let’s preserve what matters most.”
The main reason to pick a primary archetype is to ______.
guarantee higher ad CTRs regardless of audience
avoid doing any brand research
anchor a consistent tone and vocabulary across channels
replace the need for a style guide entirely
If your brand is the “Sage,” what copy trait best fits?
sarcastic asides and inside jokes
constant hype and exclamation points
ominous warnings and fear appeals
clear explanations that teach and de‑jargonise
How many archetypes should most brands lead with to avoid mixed signals?
one primary and (optionally) one supportive secondary
all 12 equally so you’re versatile
none—archetypes are only for logos
a new archetype for every channel
A practical way to operationalise archetypes in writing is to ______.
retire punctuation to keep things minimal
create a voice chart and word bank with do/do‑not examples
forbid editing to preserve spontaneity
allow each team to improvise tone freely
Before choosing an archetype, the smartest first step is to ______.
validate audience needs and expectations with research
mirror the founder’s favourite movie hero
pick whichever has the edgiest name
copy a competitor’s archetype to blend in
Which cross‑functional artifact best prevents tone drift over time?
an annual poster of adjectives
verbal feedback passed along informally
a single kick‑off workshop, unrecorded
a living style guide with archetype examples and review rules
During a rebrand or a new market entry, you should ______ your archetype choice.
lock it permanently to protect heritage
let agencies decide without evidence
re‑validate it with the new audience and adjust if needed
spin up a fresh archetype for every campaign
Starter
Good start. Pick one primary archetype and document voice rules to stay consistent.
Solid
Solid grasp. Strengthen with word banks, examples and regular user checks.
Expert!
Expert level. Your archetype guides copy choices across channels with clarity.
