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archetypes and adventures in Brand Voice discovery from
Andrew, Sumit, Konos and Jerry at

How to Find Your Archetype

If you've taken the Brand Voice Quiz but can't remember your archetype, fear not!
Just start typing howtobrandyou in your browser's address bar until it suggests something that looks like:
howtobrandyou.com /report/your-brand-name
If that doesn't work, just reply to this email and I'll have a look for you.
Archetype Journey Icon 1 - The Innocent
The Innocent Archetype is proactively honest, transparent and wonder-ful.

Read more about the Innocent Archetype


"Once upon a time, there was a race to understand the world." And then along toddled Tortoise.

Innocent Observation

"Zen is to have the heart of a little child."
— Takuan Sōhō
Archetype Journey Icon 2 - The Everyperson
The Everyperson Archetype is inclusive, individual and the salt of the earth.
They can often be spotted wearing their striped socks inside out.

Read more about the Everyperson Archetype

FRWRD Skincare

The lead paragraph on FRWRD Skincare's "Our Story" page reads, "Before you read this, take a minute to look out of the window. If you’re sitting outside, look up at a tree or at the sky. When we look a little closer, a sense of calm pervades us. Everything, from our past worries to our future concerns, suddenly seem much more manageable." If that's not enough, FRWRD is Canadian.

Everyperson Errors

"If you want to have a future, don't do anything with no future in it."
— Wú Chéng'ēn
Archetype Journey Icon 3 - The Hero
The Hero Archetype is as humble and vulnerable as it is valiant.

Read more about the Hero Archetype

VFC: Vegan Fried Chick*n

I sleep with the graven image of VFC's copywriter next to my roost. The company's mission is both rebellious (Outlaw) and heroic.

The birds and I voted: there are more of them.

Heroic Steps

"Do not seek to follow in the footsteps of the wise; seek what they sought."
— Matsuo Bashō
Archetype Journey Icon 4 - The Caregiver
As gutsy as The Hero Archetype, The Caregiver Archetype embraces compassion and empathy. The risk for this archetype is indifference in the face of hopelessness.

Read more about the Caregiver Archetype

Sea Shepherd

Along with the other hundreds of millions of stupid things humans do, we're responsible for killing more than 100 million sharks every year. Vancouver-born Sea Shepherd has a Jolly Roger logo which is about as Outlaw as you can look.
Looking like an Outlaw Brand while doing something selfless and honourable is about as Caregiver as you can get.
Footnote: Thankfully at least one of the caring distilleries who retooled to make hand sanitizer are now back to making gin.

Caregiver Observation

​"You cannot help people if you care too much about your reputation."
— Hong Zicheng
Archetype Journey Icon 5 - The Explorer
Explorer Archetype thinking is synonymous with bucking mainstream mores and myopic thinking — like an albatross and not all that unlike the Outlaw Archetype.

Read more about the Explorer Archetype


Adam at Untools is a product designer from Brno. The fact that his city's namers were too freaking frugl to buy another vowel or two is not why we outfitted him in the Explorer this month.

Explorer Directions

"It is better to travel well than to arrive."
— Gautama Buddha
Archetype Journey Icon 6 - The Outlaw
Although The Outlaw Archetype is challenging, confronting and sometimes disruptive, it's inherently honourable.

Read more about the Outlaw Archetype

Death Wish Coffee

I haven't tried Death Wish Coffee's joe, but their World's Strongest Coffee copywriting is downright Outlaw.
Thanks to Jeff at The Email Company for the Death Wish tip.
Be like Jeff. Send brilliant brand voice examples to andrew@howtobrandyou.com

Outlaw Thinking

​"If an action involves little profit but much righteousness, do it."
— Xunzi
Archetype Journey Icon 7 - The Lover
The Lover Archetype seeks union, is comfortable in surrender, is dedicated and powered by passion and tenderness.

Read more about the Lover Archetype

Little Green Pigeon

Can you distinguish a love of pigeons from a passion for the planet, or is that even necessary?
It's not you, it's me. Little Green Pigeon is a sanctuary in Staffordshire. Like me, they say "flock" a lot.

a Lover Observation

​"The substance of heart is the substance of heaven."
— Hong Zicheng
Archetype Journey Icon 8 - The Creator
The Creator Archetype is imaginative, artistic and visionary.

It loathes inactivity, occasionally to the point of workaholism.

Read more about the Creator Archetype

Health Icons

Designer Daniel Burka needed a way to communicate medical concepts simply and without language barriers so he created 12 icons beginning with one illustrating someone vomiting. He may be a workaholic but to his credit, he realized that a dozen wasn't going to do it so he tweeted for help.
There are now 1166.

Creator View

​"Let your eyes be what they see, not what others want you to see."
— Liezi
Archetype Journey Icon 9 - The Ruler
The Ruler Archetype is challenged to temper ego with understanding, and to distinguish majesty from bravado.

Read more about the Ruler Archetype


Happiness is a Kingdom.

Ruler Observation

​"A man is great not because he hasn't failed; a man is great because failure hasn't stopped him."
— Confucius
Archetype Journey Icon 10 - The Magician
A Magician brand must strive to weave delight between the lines of its visionary and intuitive story.

Read more about the Magician Archetype

Center for Humane Technology

In 2013, one of Google's design ethicists (if you're eating right now, swallow before trying to say that word out loud), Tristan Harris, imagined what a shift toward more humane technology might look like. No eyes of newts were ingredients in his mission that has engaged more than 100 million people.

Dew Magic

​"The world of dew is the world of dew. And yet, and yet ..."
— Issa Kobayashi
Archetype Journey Icon 11 - The Sage
The Sage is forever seeking balance; it struggles with idealism and its inability to compromise. "Listen more attentively" is sage advice for this archetype.

Read more about the Sage Archetype


Abooot halfway between Edinburgh and Loch Ness you might find The Workshop Aberfeldy.

If you dooo (it's ooot of the way) it's probably because you have the What3Words App on your fooon and you know their address is ///campus.armed.forgot.

What3Words divided the world up into 3 metre squares. I'm writing this from ///versus.stressed.coped. I kid you not.

Sage Becoming

"You will become what you continuously strive to become."
— Gadadhar Chattopadhyay
Archetype Journey Icon 12 - The Jester
The Jester Archetype lives for the experience; it is naturally compelling, entertaining and delightful, and is challenged by the tripartite trap of self-importance, disingenuity and indifference.

Read more about the Jester archetype

Carrot Weather

You'd think I was joking if I told you I was going to create a weather app that would win a 2021 Apple Design award but that's exactly what The Maker of Carrot Weather did, and did so exquisitely that you'll forget whether you opened it to check today's chances of nuclear fallout or whether you should make a blood oath with a Viking jarl.

A Jester's Superpower

​"There is nothing that one should suppose cannot be done."
— Yamamoto Tsunemoto
Like 37,400 other species, Konos, our Pelican-in-Chief (a Dalmatian Pelican from Lake Prespa in Greece), and Jerry, our Chief Algorithm Officer (a Jerdon's Courser from Andhra Pradesh, India) are threatened with extinction and therefore difficult or impossible to find.

That's not the case with our 🍊 unsubscribe button, because unlike Konos and Jerry it's not the end of the world.

Read more about beautiful creatures like Konos and Jerry on the IUCN's Red List.