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12 Primary Personality Archetypes Every Brand is Built Upon



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Which of these 12 primary archetypes best reflect the authentic personality of your brand? It's important to get it right, because the proper archetype informs the tone of your content, copy, design, user experience and customer engagement.

This brand personality creation exercise is chapter 6 in the Story Cycle, a proven 10-step process to help you craft and tell compelling brand stories that help you grow your enterprise and your people.

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