Brand archetype

브랜드 원형

Use a recognizable character pattern to guide a consistent voice.

···
html
<div class="voice"><div class="switch"><button class="on" data-i="0">GUIDE</button><button data-i="1">EXPLORER</button><button data-i="2">CAREGIVER</button></div><div class="copy"><small>SAME SERVICE · NEW VOICE</small><strong id="line">We'll show you the next step.</strong></div></div>
css
.voice{width:min(92%,540px);font-family:sans-serif}.switch{display:flex;gap:4px}.switch button{flex:1;min-width:0;padding:clamp(5px,1.4vmin,11px) 2px;border:1px solid var(--line);background:var(--surface);color:var(--muted);font:800 clamp(10px,max(1.4vmin,1vw),12px)/1 sans-serif;cursor:pointer}.switch button.on{background:var(--fg);color:var(--bg)}.copy{min-height:clamp(92px,25vmin,170px);margin-top:7px;padding:clamp(10px,3vmin,24px);border:2px solid var(--fg);display:flex;flex-direction:column;justify-content:center}.copy small{color:var(--accent);font:800 clamp(10px,max(1.5vmin,1vw),12px)/1 sans-serif}.copy strong{margin-top:8px;font:900 clamp(17px,4.8vmin,44px)/1.05 sans-serif;letter-spacing:-.04em;animation:appear .35s}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
const lines=["We'll show you the next step.","Find a new way forward.","We're here when you need us."];const buttons=[...document.querySelectorAll('button')];let i=0,touched=false;function show(n){i=n;buttons.forEach((b,k)=>b.classList.toggle('on',k===i));document.querySelector('#line').textContent=lines[i]}buttons.forEach(b=>b.onclick=()=>{touched=true;show(Number(b.dataset.i))});setInterval(()=>{if(!touched)show((i+1)%3)},1700);

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.

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