# Archetyping

> Archetyping

- Skill: `everyinc/archetyping` (Agent Skill, multi-file: 6 files)
- Install (CLI): `npx skillmds@latest add everyinc/archetyping`
- Raw SKILL.md: https://api.skillmd.com/api/skills/everyinc/archetyping/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: everyinc (https://skillmd.com/u/everyinc)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/everyinc/archetyping

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# Archetyping

Define brand character and audience archetypes after strategic foundation and before equity,
verbal identity, or art direction. Archetypes provide a coherent relationship and pattern
of behavior. They are not costumes, moodboards, or a substitute for customer evidence.

## When to invoke

- When the compound-brand workflow reaches brand character
- When positioning needs a psychologically coherent brand relationship
- When naming, voice, or art direction needs character guidance
- When an existing brand has a list of traits but no behavioral model
- When mapping audience overlap across a portfolio or branded house

## Inputs

Require the approved philosophy, customer and demand model, positioning, customer language,
founder behavior, product experience, and cultural context. Do not select an archetype from
an abstract quiz.

## Brand character

Load `references/brand-character.md`. Define:

- Primary and secondary archetypal pattern
- Core desire and fear
- Brand role and customer relationship
- Three or four behavioral traits
- Anti-traits and shadow failure
- How character behaves under pressure
- Range across channels without personality drift
- Symbols, stories, or figures that clarify the character

Use Jung, Mark and Pearson, Aaker, Kapferer, and cultural figures as lenses. Choose the
smallest model that explains the brand.

## Audience archetypes

Keep audience archetypes distinct from ICPs. ICPs identify economically useful customers;
archetypes describe motivations, identity, tensions, and desired transformation. Use both
when the business model requires qualification and the brand needs human understanding.

## Approval

Present two or three character models with evidence, risks, and downstream implications.
Recommend one. Require human approval before equity, verbal identity, or art direction.

## Dependencies

- `foundation/marketing-os`
- `marketing-science/research`
- `positioning/{relevant brand}` when available

## Quick checklist

- [ ] Strategic foundation is approved
- [ ] Character comes from evidence and philosophy
- [ ] Archetype is expressed as behavior and relationship
- [ ] Shadow and anti-traits are explicit
- [ ] Audience archetypes and ICPs are not conflated
- [ ] Two or three models were presented with a recommendation
- [ ] Human approved the model before identity execution