Help > Basics > Brand Foundation > Brand Archetype
Your brand archetype is positioned at the top of the page to serve as a reminder of the characteristics that your brand embodies. These qualities should shine through in your content to appeal to your ideal customers and differentiate your business from competitors.
In addition, some content and guidance presented in your view of the Positioning Portal is based on the archetype selected for your organization. This is to help you and your collaborators become aware of how your archetype can inform your organization’s positioning, content strategy, look & feel, voice & tone, culture, vision, and product features. For example, the Design Kits displayed in your Marketplace are filtered to show only what is recommended for your archetype.
Click on the “View details” button to display a summary of your brand archetype’s notable traits, and show examples of how they might impact your business.
Additional in-depth information can be found in the archetype-specific guide that is available to download, and in the welcome emails received when a user joins the organization.
The Organization Owner—the user who originally creates your organization’s account—selects the archetype from a dropdown list when creating the organization’s account.
Our free Brand Archetype quiz is available for anyone to complete. The link to this quiz is available on leandesignforstartups.com, and linked to from the Positioning Portal registration page.
We strongly encourage companies with multiple founders or influential founding members to take the quiz independently. This often results in mixed responses to the quiz, and therefore, different archetype results. This is not a bad or unique outcome for your organization.
The different opinions and perspectives that your team members hold should be represented and discussed as early as possible in the course of developing your brand foundation. The archetypal results tend to be biased towards the individual’s personality instead of a more collective view of the organization’s strengths.
Rather than ignoring the differences, or simply voting on which archetype is preferred, it is best to discuss the implications of veering in one direction or another within the context of your organizations strengths, existing customers and competitors.
We offer a short self-directed workshop to help your team with these core decisions.
The account Owner can request the organization’s archetype to be updated through our contact form: https://leandesignforstartups.com/contact/
In the message field, please be sure to include the organization name and the org ID, which are a series of numbers that appear in the URL once logged into the organization’s account.