In StoryBrand, your brand is always the guide, never the hero. Your archetype decides the tone and energy that guide shows up with. Discover yours in a two‑minute quiz.
Why it matters
Around 95% of buying decisions happen in the subconscious. A brand with a clear, human personality is recognised, trusted and remembered, while a "me too" brand blends into the noise and discounts to win.
Speak to the emotion beneath the purchase. When your tone matches what your customer secretly wants, they feel understood.
Features get copied. Personality doesn't. An archetype gives you a voice competitors can't clone.
Clarity lowers the mental effort to say yes. A consistent character makes every message easier to act on.
The big idea
StoryBrand is clear: the customer is the hero of the story, and your brand plays the guide, the Yoda, not the Luke. That never changes.
What does change is how your guide speaks. Warm and nurturing? Bold and irreverent? Wise and measured? That’s your brand archetype at work: the tone and energy your guidance is delivered with.
The 12 archetypes
Hover or tap any archetype to reveal its core desire, personality and how it plays the guide. The four rings at the centre group each trio by the human drive they answer. Notice the Hero is greyed out. More on that below.
Tap a segment to explore · the centre is you, the guide
The resonance formula
Your archetype is one piece. Combine it with StoryBrand and a real understanding of your ideal client, and every touchpoint starts to land.
Take the quiz to lock in the tone and energy of your brand: the personality your guide leads with.
Make the client the hero. Position your brand as the guide to their success, using fewer words and less mental effort.
Map your ideal client’s deep motivators to your archetype’s core desire, so the message resonates on a subconscious level.
The quiz
Pick where on each slider best represents your brand. There are no wrong answers. Go with your instinct.
The clearest, most recognisable route: build your entire brand voice around a single archetype.
70% core archetype for consistency, 30% influence for differentiation. The mix most strong brands use.
Partner with RedPandas
We combine your brand archetype, StoryBrand messaging and deep ICP research into a brand experience that generates real, measurable growth. That’s the RedPandas difference.
Book a chat with our team