A brand archetype uses a familiar character pattern to guide a consistent voice. It can help a team avoid expressing the same brand in conflicting ways.
The demo restates the same service promise in different voices. Once a pattern is chosen, the service experience must also match the attitude it suggests.
An archetype list is not customer research. Do not force buyers into a character story chosen in advance.
When to use
Use as a starting point for a shared voice across campaign writers.