# Module 40 — Personality & Archetype

> **Frameworks:** Mark & Pearson 12 brand archetypes · J. Aaker 5 brand personality
> dimensions (sincerity / excitement / competence / sophistication / ruggedness)
>
> **Goal:** Establish the brand's character — how it would behave if it were a
> person. Personality governs tone, visual register, and what feels "on brand"
> versus "wrong". A sharp archetype makes a hundred small decisions automatic.

---

## Raw

<!-- Verbatim quotes and projective-technique responses. -->

### "If the brand were a person, how would they walk into a room?"

### Archetype instinct (which of the 12 resonates immediately, and why?)
> Creator · Caregiver · Ruler · Jester · Regular Person · Lover · Hero ·
> Outlaw · Magician · Innocent · Sage · Explorer

### Three adjectives the founder uses most naturally to describe the brand's character

### One brand or public figure the founder admires but the brand should NOT become (and specifically what to avoid)

### One brand or public figure whose personality register the brand aspires to

### How should the brand make clients feel? (not think — feel)

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## Synthesis

### Primary archetype + shadow

| | |
|---|---|
| **Primary archetype** | (name + 1-line why) |
| **Secondary / shadow** | (what the primary archetype risks becoming; what keeps it honest) |

### J. Aaker personality scores (1–5, 5 = strongly applies)

| Dimension | Score | Evidence |
|---|---|---|
| Sincerity (warm, honest, down-to-earth) | | |
| Excitement (daring, spirited, imaginative) | | |
| Competence (reliable, intelligent, successful) | | |
| Sophistication (upper-class, charming) | | |
| Ruggedness (outdoorsy, tough) | | |

### Personality in action (3 behavioural guidelines derived from the archetype)

1.
2.
3. ### What the brand must never sound or look like (the anti-personality)

### Open questions / tensions with Module 50 Voice
