The document discusses brand archetypes and how understanding a company's archetype can help with branding and positioning. It describes 12 common archetypes including the Hero, Rebel, Innocent, and Sage. Companies can determine their archetype quantitatively by surveying customers and employees, and qualitatively by examining brand artifacts and messaging. Understanding a company's archetype allows it to communicate more clearly and consistently through its actions, attitudes, and behaviors. The document provides examples of how different companies embody various archetypes in their mission statements and branding.