This document outlines four brand archetypes: 1. The Innocent Explorer/Sage who desires freedom and truth through exploration. Their goal is to experience a better life and understand the world through knowledge. 2. The Hero/Outlaw who desires to prove their worth through courageous action or revolution. Their goal is to exert mastery and improve the world or disrupt what is not working. 3. The Regular Guy/Gal/Lover/Jester who desires connection and intimacy with others. Their goal is to belong, have relationships, and experience joy. 4. The Caregiver/Creator/Ruler who desires to help and protect others, create something of value, or exert control