If you’ve been paying attention to the latest updates from Google, you know that search is shifting. With AI Overviews and AI Mode rolling out, how your content shows up (or doesn’t) is changing.

The reality is the rules aren’t completely new. But the stakes are higher. Search is no longer just about keywords. It’s about answers.

That’s why I put together this checklist. Think of it as a practical gut-check to make sure your content is ready to show up in AI-powered search.

Every brand has a personality, but brand archetypes give that personality a strategic backbone. Rooted in psychologist Carl Jung’s theory of universal characters found in storytelling, brand archetypes help companies define how they show up emotionally, visually, and verbally. Whether you're a daring Rebel, a nurturing Caregiver, or a wise Sage, aligning your brand with an archetype creates consistency, fosters trust, and makes your message stick. In this guide, we’ll explore the 12 classic archetypes and the fictional characters that bring them to life.

Brand archetypes are a powerful tool that gives each brand a clear identity and personality, helping you shape its messaging, visuals, and overall strategy. When your brand has a strong personality, everything clicks—from social content to partnerships to customer connection. That’s where archetypes come in.

Whether your brand is a bold Hero, a wise Sage, or a nurturing Caregiver, using archetypes as a strategic lens brings clarity, consistency, and creativity across every touchpoint. This guide unpacks seven practical ways to infuse your brand archetype into your messaging, content, campaigns, and team culture—so your voice isn’t just heard, it’s remembered.

Ever wonder what your brand would sound like if it walked into a room? Whether you’re the inspiring guide, the playful creator, or the bold trailblazer, your brand has a personality that shapes how you show up and connect with your audience. But if you’ve ever felt stuck trying to “find your brand voice,” you’re not alone—and you don’t have to guess.

This quick quiz will help you zero in on your brand’s archetype so you can build clarity, consistency, and confidence across everything you create. It only takes a few minutes (promise), and all you have to do is pick 5–6 words that feel like your brand’s vibe.

​Ready to find out who your brand really is?