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Brand archetypes & effective AI content | Typetone

Sjoerd de Kreij
March 25, 2023
8 minutes

Introduction to brand archetypes and generative AI

In today's fast-paced digital world, companies are constantly looking for ways to make their content stand out from the crowd. One proven method for doing so is by using brand archetypes. By understanding and harnessing the power of brand archetypes, companies can create a consistent and powerful voice that resonates with their target audience.

In this article, we will explore how companies can use brand archetypes to write better texts and everything about writing successful content using brand archetypes. Moreover, we will also discuss how Generative AI can play a crucial role in achieving these goals.

What are brand archetypes?

The concept of archetypes

Brand archetypes are essentially universal symbols or characters that represent the core values and personality traits of a brand. These archetypes are derived from the works of Carl Jung, a Swiss psychiatrist and psychoanalyst who believed that these universal symbols are present in the collective unconscious of people across different cultures and time periods. As a result, they have a strong emotional appeal and can create a deep connection with the target audience.

Branding approach to create a strong brand with AI
How to create a strong brand based on brand archetypes

The 12 common brand archetypes

There are 12 common brand archetypes that companies can choose from, each representing a specific set of values and characteristics. These include:

1. The Innocent

2. The Explorer

3. The Sage

4. The Hero

5. The Outlaw

6. The Magician

7. The Regular Guy/Gal

8. The Lover

9. The Jester

10. The Caregiver

11. The Creator

12. The Ruler

By understanding the essence of each archetype and selecting the one that best represents their brand, companies can create a powerful and consistent brand voice.

Starbucks cup as an example of a strong brand

Incorporating brand archetypes into content writing

Identifying your brand's archetype

The first step in using brand archetypes for content writing is to identify the archetype that best suits your brand's personality and values. This can be done through a thorough analysis of your brand's mission, vision, and target audience. Once you have identified the archetype, you can use it as a guide for creating content that aligns with your brand's identity and appeals to your target audience.

Crafting content based on your brand archetype

Once you have identified your brand's archetype, you can start incorporating it into your content writing process. This involves:

1. Defining the tone of voice: Each archetype has a unique tone of voice that can be used to create a consistent and easily recognizable brand voice in all your texts.

2. Using language and imagery that resonates with your archetype: Choose words, phrases, and images that evoke the emotions and characteristics associated with your brand archetype.

3. Telling stories that align with your archetype: Create content that tells stories or shares experiences that embody the values and traits of your brand archetype.

Brand archetype Netflix
Netflix and Amazon use AI to help them maintain a consistent tone of voice

How generative AI can help in crafting brand archetype based content

Generative AI is a type of artificial intelligence that can assist in creating content based on brand archetypes. By feeding the AI system with information about your brand archetype, it can generate content that aligns with your brand's personality and values. This can help your content marketing team save time and resources while ensuring that your content remains consistent with your brand identity.

Benefits of using generative AI for archetype-based content

1. Consistency: Generative AI can help maintain a consistent brand voice across all your content, ensuring that your message resonates with your target audience.

2. Efficiency: By automating part of the content creation process, Generative AI can help your team focus on more strategic tasks and improve overall productivity.

3. Customization: Generative AI can generate content tailored to your brand archetype, ensuring that your content remains unique and true to your brand identity.


Incorporating brand archetypes into your content writing strategy can help your company create a strong and consistent brand voice that resonates with your target audience.

By understanding and leveraging the power of archetypes, and integrating Generative AI - like Typetone AI - into your content creation process, you can take your brand's messaging to new heights and achieve greater success in the competitive digital landscape.

Sjoerd de Kreij

Sjoerd de Kreij is the co-founder and CEO of Typetone. After founding several startups and working in data science, Sjoerd was captivated by the potential of Generative AI. This fascination led him to co-found Typetone, where they now focus on developing AI Digital Workers that help businesses in scaling their content marketing efforts. Typetone has become a leader in integrating artificial intelligence with businesses. Sjoerd envisions a world where AI strengthens businesses and human labor, allowing creativity and strategy to take center stage, by building an AI Digital Workforce.

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