When you internally understand your archetype, it gives your stakeholders, leaders, and employees the ability to know how to act and speak authentically for your brand.


Internally, you should identify other archetypal characters that are relevant to your archetype, as they can be a further useful guide for how you should behave.


Both employees and future employees are more interested in working for a company with the right personality rather than a company’s vision alone.


As your company grows, the biggest challenge will be internally maintaining and evolving a consistent personality. If you decide to revise your company’s personality, then you must provide a legitimate rationale for it changing.


Question: What characters in pop culture (i.e., movies, books, etc.) would your employees say that your company behaves like?


 “One day everyone was wearing Red Wing boots and partying in warehouses in Williamsburg decorated with twinkling fairy lights. VIBE SHIFT! Everyone started wearing Nike Frees and sweating it out in the club. Now some did not make it through the vibe shift … ‘Why are you all wearing the same sneakers!’ they would plead. ‘Don’t you care about authenticity? What’s with all this sudden interest in branding!’”


— Sean Monahan



(Which movie character resonates most with your brand?)

Picture of Peter Stevenson
Peter Stevenson is the new business director + strategist at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.