How to Use Archetypes to Build a Successful Brand Identity

Matt: I've just recently completed a definitive guide for brand personality. It includes all the archetypes, but it includes all of the personality building steps as well. So essentially what you're trying to do for your brand is to build a real person, something that's relatable. Steve: You really need to bring your personality to life and ask some questions to this fictional personality. Knowing what your brand tone of voice is because this is part of the development of your brand personality.